MK0011 Consumer Behavior MQP

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Model Question Paper_MK0011

Sikkim Manipal University

MBA - Model Question Paper

Consumer Behaviour – MK0011 (4 credits)

Total Time: 2 hours Total Marks: 140

Notes:

1. Question paper has three parts i.e. Part A, Part B and Part C

2. Part A consist 40 questions of 1 mark each

3. Part B consist 20 questions of 2 marks each.

4. Part C consist 15 questions of 4 marks each.

5. All questions are compulsory [total 75 questions]

PART A (One mark questions)

1) Which among these is a sensory receptor?

A. Nose

B. Colour

C. Mind

D. Heart

2) Need for an expensive watch is an example for -

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A. Ego need

B. Safety need

C. Social need

D. Physiological need

3) Which of these is an example for hybrid segmentation?

A. Psychographic segmentation

B. Geo-demographic segmentation

C. Psycho-analytic segmentation

D. Benefit-sought segmentation

4) The adoption rate is __________ for laggards.

A. 2.5%

B. 13.5%

C. 34%

D. 16%

5) The heart and soul of motivational research is __________________________.

A. Attitude survey

B. Focus research

C. Depth interview

D. Personality testing

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6) Psychoanalytic theory is given by -

A. Ernest Weber

B. Francesco Nicosia

C. Sigmund Freud

D. Abraham Maslow

7) Simply put, perception means -

A. ‘World around us’

B. ‘Degree of difference between you and the world’

C. ‘How the world sees you’

D. ‘How we see the world around us’

8) _______________ refers to the presence of other individuals during the purchase or consumption process.

A. Social class

B. Culture

C. Social surroundings

D. Shopping

9) ____________ refers to learned predispositions to respond to an object or class of objects in a consistently favourable

or unfavourable way.

A. Cognition

B. Personality

C. Learning maps

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D. Attitudes

10) VALS framework has divided consumers into __________ groups.

A. 20

B. 8

C. 5

D. 2

11) VALS model of psychographic segmentation was developed by -

A. American Marketing Association

B. Stanford Research Institute

C. Freud and his disciples

D. VALS Company

12) Expand JND

A. Jingle No Deal

B. Just No Difference

C. Just Noticeable Difference

D. Justifiable Nonsense Difference

13) Howard-Sheth Model is also called as ____________________.

A. Conflict model

B. Ultimate model

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C. Machine model

D. Open model

14) Which of these is NOT a part of Tri-component Attitude model?

A. Cognitive

B. Predictive

C. Affective

D. Conative

15) Using photographs, stories, sentence completion, word-associations, role-playing are a part of -

A. Focus group discussion

B. Learning

C. Projective techniques

D. Motivation

16) Which type of segmentation is based on personality or lifestyle characteristics of consumers?

A. Psychographic segmentation

B. Geographic segmentation

C. Demographic segmentation

D. Behaviouristic segmentation

17) According to activation model, consumers have -

A. Very short memory

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B. Organised memory system

C. Distracting memory

D. Large memory store

18) How many needs are there in Maslow’s hierarchy of needs?

A. 6

B. 7

C. 9

D. 5

19) _________________ scale is the most popular form of attitude scale.

A. Likert

B. Fishbein

C. Semantic differential

D. Semantic

20) ____________ is the individual’s conscious control.

A. Ego

B. Super-ego

C. Id

D. Libido

21) A product or its container may be _______________ before, during, or after product use.

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A. Renewed

B. Shared

C. Exposed

D. Disposed

22) Consumers use _______________ decision rule when they establish a minimum acceptable performance level that

each brand must meet.

A. Disjunctive

B. Conjunctive

C. Elimination-by-aspects

D. Compensatory

23) The way an individual reacts to a cue and which could be physical or mental in nature is called as ____________.

A. Reinforcement

B. Trial

C. Response

D. Repetition

24) Which of these is NOT recognised as a common reason or situations that lead to problem recognition in consumers?

A. Reference group influences

B. Change in government policies

C. Change in lifestyle

D. Dissatisfaction with existing goods

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25) Brand associations which are “hard” deal with _____________ attributes.

A. Functional

B. Physical

C. Quality

D. Corporate image

26) Different sizes of Vim Bar and different quantity available for Vim Liquid dish-washer could be example for -

A. Product category extension

B. Product form extension

C. Product line extension

D. Multi-branding

27) When a consumer forms beliefs passively, makes decision as a habit with little information processing, it leads to

_________________.

A. Inertia

B. Limited decision-making

C. Brand loyalty

D. Complex decision-making

28) In the case of non-compensatory decision rules, __________________________ leads to immediate rejection of the

brand from the suggested set.

A. Negative response

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B. Dissatisfaction with brand

C. Poor brand equity

D. Negative evaluation

29) Classical conditioning is more effective when the conditioned stimulus is _________.

A. Animal

B. Repeated

C. Old

D. New

30) This is a marketer controlled source of information -

A. Consumer reports

B. Direct mail

C. Neighbourhood club

D. Government agency

31) ___________ shoppers are viewed as "tough" shoppers.

A. Active

B. Service

C. Price

D. Inactive

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32) Determining the effects of lighting, temperature and sounds on consumer’s functional capabilities such as vision,

fatigue, response time is done under _______________________ research.

A. Emotion

B. Problem analysis

C. Human factors

D. Activity analysis

33) ____________ is also called as utilitarian influence which refers to social pressure designed to encourage conformity

to the expectations of others to gain a direct reward or to avoid any sanctions.

A. Peer influence

B. Undue influence

C. Normative influence

D. Perceptual blocking

34) Cleanliness, store layout, shopping ease – these dimensions related to the outlet can be described as -

A. Physical facilities

B. Convenience

C. Service

D. Store atmosphere

35) These type of parents tend to exercise a high degree of control over their children and expect total obedience from

them. They attempt to protect children from outside influences. They could be called as -

A. Neglecting parents

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B. Democratic parents

C. Permissive parents

D. Authoritarian Parents

36) ____________ decision-making is followed when there is low-involvement and frequent purchasing of low-cost

products.

A. Limited

B. Nominal

C. Extended

D. Systematic

37) _________________ is relatively weak stimuli.

A. Cue

B. Response

C. Receptor

D. Drive

38) _______________ is related to accessing information from long-term memory and activating it into consciousness.

A. Retrieval

B. Activation

C. Transfer

D. Placement

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39) Family, friends, neighbors and peer groups are considered as ______________ source of information.

A. Personal

B. Independent

C. Social

D. Immediate

40) Classical conditioning of learning is also called as -

A. Stimulus-Response

B. Respondent conditioning

C. Instrumental conditioning

D. Reinforcement learning

PART B (Two marks questions)

41) Identify the statement which is true –

A. Personality of an individual is more or less consistent.

B. Learning is temporary as most of the things are forgotten in individuals as they age.

C. Attitude is dependent on perception levels of individuals.

D. Only few individuals have subliminal perception.

42) Whenever Jaya’s family purchase any electronic goods, they consult their neighbour Mr. Amar who is an engineer by

profession. Here, Mr. Amar plays the role of -

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A. Buyer

B. User

C. Gate-keeper

D. Influencer

43) When people resolve their frustration by exhibiting immature or childlike behaviour, then it is -

A. Regression

B. Aggression

C. Identification

D. Projection

44) Both _________ and ___________ inputs are important in forming a complete mental image.

A. Physical and Virtual

B. Visual and Verbal

C. Real and Artificial

D. Perceptive and Real

45) When two stimuli are seen as similar and the effects of one is substituted for the effects of the other, then it is -

A. Stimulus response

B. Stimulus generalisation

C. Stimulus discrimination

D. Stimulus-response theory

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46) Identify the true and false statements -

a. Ivan Pavlov is a Russian Management scholar.

b. The theory of Instrumental conditioning is given by Pavlov.

A. a is true, b is false

B. a is false, b is true

C. a and b is true

D. a and b is false

47) Highly involved consumers’ _________ before they _________.

A. Act, Think

B. Think, Act

C. Spend, Earn

D. Earn, Spend

48) Which two factors are important for learning to occur through the associative process?

A. Unconditioned response and Conditioned response

B. Response and Reinforcement

C. Stimulus generalisation and Stimulus discrimination

D. Continuity and Repetition

49) Which of these is a feature of Organisational buyers?

A. There are large and many buyers.

B. Demand for goods is inelastic as well as derived.

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C. There is geographic dispersion.

D. There is no scope for reciprocity

50) Tata Nano, Tata salt, Tata tea, TCS, Tata steel are examples for -

A. Tata Product-mix

B. Family branding

C. Product line extension

D. Product category extension

51) Which theory gives importance to individual’s level of involvement that can act as a factor in information processing?

A. Brand Equity theory

B. Social Judgement theory

C. Motivation theory

D. Maslow’s theory of Hierarchy

52) Identify the correct statement from the following –

A. Perception is based on individual’s reality and attitudes.

B. Perception is a personal phenomenon.

C. It is impossible to distort an individual’s perception.

D. Anything that’s perceived is unrelated to the objective reality.

53) The probability that consumers will experience dissonance and the intensity of this dissonance depends on which of

these?

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A. Degree of commitment and Importance of decision

B. Level of understanding and Need recognition

C. Personality and Attitudes

D. Cultural aspects and Social influence

54) The 3 fundamental components of personality as per the psychoanalytic theory are -

A. Id, Ego and Super ego

B. Ego, Super ego and Male ego

C. Heart, Mind and Soul

D. Brain, Thoughts and Feelings

55) In marketing, stimulus that can generate response in consumers and distort their perception can be -

A. Product size, Product quality, Patents

B. Free service, Monthly advice, Resale value

C. Price, Discounts, Money-back guarantee offer

D. Brand names, Product colour, Packaging style

56) When individuals admire these groups but are unlikely to join them despite acceptance of the group’s beliefs and

attitudes, then such group is called as -

A. Anticipatory aspiration group

B. Reference group

C. Symbolic aspiration group

D. Membership group

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57) In this type of marketing, marketers decide to enter several market segments or niches and develop separate offers

for each. Name this type of marketing.

A. Undifferentiated marketing

B. Differentiated marketing

C. Concentrated marketing

D. Mass marketing

58) Consumers who seek change and want to escape from boredom show __________ need.

A. Autonomy

B. Matching

C. Utilitarian

D. Stimulation

59) The strategy in which consumers consider a few brands and evaluate them on only few attributes, it indicates

problem solving that involves limited decision-making. The marketer’s objective would be to attain a large share of

consumers’ purchases. The strategy to be followed in this case is -

A. Capture

B. Disrupt

C. Intercept

D. Maintain

60) Three most basic principles of perceptual organisation are -

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A. Attention, Sensation and Perception

B. Figure and ground, Grouping and Closure

C. Selective attention, Selective perception and Perceptual Blocking

D. Stimulus, Response and Reaction

PART C (Four marks questions)

61) Identify the true and false statements -

1. Punishment and negative reinforcement are one and the same.

2. A positive reinforcement can become a negative reinforcement.

3. Punishment is applied to discourage negative behaviour.

4. Shaping is the reinforcement of successive acts that lead to desired behaviour pattern.

A. 1, 2, 3 is true and 4 is false

B. 1, 2, 4 is true and 3 is false

C. 1, 2 3, is false and 4 is true

D. 2, 3 is true and 1, 4 is false

62) Find out the most appropriate pairs of motives as given in McGuire’s Classification of Motives -

A. Reactive and Cognitive; Thinking and Feeling

B. Cognitive and Affective; Proactive and Reactive

C. Cognitive and Personal; Active and Proactive

D. Thinking and Cognitive; Active and Passive

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63) Match the following levels of perception with its meaning –

First set:

1. Sensation

2. Absolute threshold

3. Subliminal perception

4. Attention

Second set:

a. Stimulus is below the threshold of awareness but still perceived

b. Generates response that is Immediate or direct

c. Lowest level at which individuals experience sensation

d. One or more sensory receptors results into sensation that reaches brain for further processing

A. 1a, 2c, 3d, 4b

B. 1b, 2a, 3c, 4d

C. 1c, 2d, 3b, 4a

D. 1b, 2c, 3a, 4d

64) Match the following repositioning errors with its relevant feature –

First set:

1. Over positioning

2. Under-positioning

3. Confused positioning

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4. Doubtful positioning

Second set:

a. Narrow image of the brand

b. Vague idea about the brand

c. Has many associations

d. Unbelievable claims by the brand

A. 1b, 2c, 3a, 4d

B. 1a, 2b, 3c, 4d

C. 1c, 2a, 3d, 4b

D. 1d, 2b, 3c, 4a

65) Mr. A is losing focus on his job. His workloads have increased but he has no motives to take up the challenge. Further,

his workplace may shift to a new but far location. He is frustrated and feels he requires more stability and certainty in

his job. He decides to quit his job. What kind of need Mr. A wants to fulfill?

A. Safety needs

B. Social needs

C. Esteem needs

D. Self-actualisation needs

66) Which among the following are considered as requisites of every good questionnaire?

1. Simplicity

2. Clarity

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3. Likert scales

4. Closed-ended questions

5. Focus on survey topic

6. Classification of responses

A. 1, 2, 4, 5

B. 2, 3, 4, 5

C. 2, 3, 4

D. 1, 2, 5

67) He believed that an individual’s culture created an accumulation of shared memories from the past such as caring and

nurturing female, heroes and old wise men. He called these shared memories as ‘archetypes’. We still see such

‘archetypes’ in ads that show devoted housewives, ambitious men, aged people possessing wisdom so on. Name this

person who discovered ‘archetypes’ in humans and their behaviour.

A. Sigmund Freud

B. B. F. Skinner

C. Abraham Maslow

D. Carl Jung

68) Which is true with respect to the features of Culture?

1. Culture is invented

2. Culture is patented

3. Culture is learned

4. Culture is varied

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5. Culture is shared

6. Culture is static

A. 3, 4, 5, 6

B. 2, 3, 4, 6

C. 1, 2, 3, 4

D. 1, 3, 4, 5

69) Identify the correct stages in consumer decision-making process and arrange them sequentially -

1. Problem recognition

2. Information search

3. Evaluation of alternatives

4. Outlet selection and Purchase

5. Pre-Purchase clarification

6. Post-purchase action

A. 1, 2, 3, 4, 5, 6

B. 1, 2, 3, 4, 6

C. 2, 1, 3, 4, 5, 6

D. 3, 1, 2, 5, 4

70) Match the following associations –

First set:

1. Ernest Weber

2. Ivan Pavlov

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3. B. F. Skinner

4. Martin Fishbein

Second set:

a. Classical conditioning

b. Behavioural Intentions model

c. Operant conditioning

d. Differential Threshold

e. Multi-attribute model

A. 1b, 2c, 3d, 4a

B. 1d, 2a, 3c, 4b

C. 1c, 2d, 3a, 4e

D. 1a, 2e, 3c, 4d

71) Identify the true and false statements –

1. A continuous innovation is, one that has a limited influence on consumption behaviour of consumers.

2. A dynamically continuous innovation is, one that affects consumers’ consumption behaviour in a pronounced way.

3. A discontinuous innovation represents a product so new that consumers have never known anything like it before.

4. Breadth of innovation describes the new and different uses to which a product is put.

A. 1, 2 is true and 3, 4 is false.

B. 1, 2, 3 is true and 4 is false

C. 1, 2, 3, 4 is true.

D. 1, 2, 3, 4 is false.

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72) Once upon a time there was a small country named Harappi where people dedicated their lives to attaining peace and

salvation of mankind. These people never ate meat, eggs or had any kind of alcohol. They didn’t refrain from

marriage but if they married, they encouraged their wives and children to follow the path of righteousness to seek

enlightenment. This culture was followed for two centuries before this country submerged under the sea. What is

this type of culture?

A. Abstinence

B. Religious

C. Non-materialistic

D. Fatalistic

73) Which of these factors influences the rate at which diffusion of an innovation takes place?

1. Type of target group

2. Need fulfilment

3. Complexity

4. Number of people involved in shopping

5. Subliminal perception

6. Perceived risk

A. 2, 4, 5, 6

B. 1, 2, 3, 4

C. 1, 2, 5, 6

D. 1, 2, 3, 6

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74) Match the following terms with its example –

First set:

1. Physiological arousal

2. Emotional arousal

3. Cognitive arousal

4. Situational arousal

Second set:

a. Stimulated latent or unfulfilled needs

b. Need for life-sustaining necessities

c. Confronting situations or that satisfying situational needs

d. Random thoughts occurring without any reason

A. 1-c, 2-d, 3-b, 4-a

B. 1-b, 2-a, 3-d, 4-c

C. 1-a, 2-b, 3-c, 4-d

D. 1-d, 2-a, 3-b, 4-c

75) Match the following memories with its key characteristics –

First set:

1. Procedural memory

2. Semantic memory

3. Episodic memory

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4. Sensory memory

Second set:

a. Plays an important role in problem solving behaviour

b. Knowledge about the world based on objects and their attributes

c. Organised information that is placed sequentially

d. Memory stores for sensations are placed in the brain

A. 1-c, 2-d, 3-b, 4-a

B. 1-b, 2-a, 3-d, 4-c

C. 1-a, 2-b, 3-c, 4-d

D. 1-d, 2-a, 3-b, 4-c

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MK0011 Consumer Behavior MQP

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