Third Year

Time : Three hours

Maximum : 75 marks

1. The candidate shall answer FOUR questions from Section A and FOUR questions from Section B. Section C is compulsory.
2. Section A consists of EIGHT short answer questions. The candidate has to answer FOUR questions. The answer shall not exceed 1 page each.
3. Section B consists of FOUR questions. Each question consists of either or choices and the candidate has to answer either (a) or (b) from each question. The answer shall not exceed 5 pages each.
4. Section C consists of case which is compulsory and carries 15 marks.

SECTION A — (4 x 3 = 12 marks)

1. Write briefly on any FOUR of the following

(a) Organisational buyers
(b) Selective retention
(c) Self concept
(d) Full nest
(e) Motivational Research
(f) Multidimensional scaling
(g) Survey Method
(h) Cluster analysis.

SECTION B — (4 x 12=48 marks)

2. (a) How does the knowledge of consumer behaviour help in marketing decisions? Pointout the areas of decision making where understanding consumer behaviour leads to effective decisions.

Or

(b) Distinguish between individual buyer behaviour and organisational buyer behaviour. What are the factors influencing organisational buyer behaviour?

3. (a) What is the relationship between personality and consumer behaviour? Give examples of different types of personalities based on their traits and suggest personal selling strategies to tackle them.

Or

(b) What is family life cycle? Explain how requirements, preferences for goods and services vary at different stages of family life cycle. Give suitable examples.

4. (a) What are the agencies involved in conducting marketing research in India. Discuss recent trends in marketing research in India.

Or

(b) What are the various types of research approaches which may be followed in marketing research? Under what conditions exploratory research design should be used?

5. (a) Discuss various steps involved in conducting marketing research.

Or

(b) Discuss the main uses of market research. How can marketing research be used (i) market segmentation (ii) Product positioning Advertising decisions?

SECTION C - (15 marks)

6. Case Study:

Sudheer is the Marketing Manager of a company 'Roshan Fabric Division', a part of Rosh Group of companies. The company earned good name by selling readymade garments for children and adults Sudheer received instructions from his Managing Director to identify target market and work marketing plans for selling garments in the rural market having a population of minimum 5000 above.

A pre—market survey indicated certain realities

(i) More than 70% rural households possess wrist watches.
(ii) One in 50 households has a colour TV.
(iii) 7% of households own electric iron.
(iv) 70% of radios, bicycles and cigarettes are rural market.
(v) Rural consumers are more particular about quality and value.
(vi) Rural consumers are more brand loyal than urban consumers.
(vii) Reference group and opinion leader influence a great impact on rural consumers.

Since the survey indicated tremendous rural market potential for readymade garments, company decided to enter rural market with a new brand of ready made garments tailored to the needs of rural market. The company has also workedout suitable advertising, distribution arrangements to suit the rural markets. However, Sudheer thought that social sanctions also play an important role in rural consumer behaviour. He was keen to identify the reference group and opinion leaders whose opinion carries a lot of weight among rural public. He want to identify such groups and use them to create favorable word of mouth publicity of readymade garments.

Questions:

(a) Identify the reference groups and 1eaders who can influence buyer behaviour of made garments in rural areas.
(b) What could be the social sanctions for readymade garments in rural areas?
(c) Discuss the strategy to be fo11ow promote readymade garments in rural areas.

[201/DM-I/03]

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