Consumer Behavior — DU Bachelor of Management Studies Previous Year Question Papers

S eme ster : V Max Marks: 90 All questions cany equal marks (15 marks each). Quest 1) Patanjali Ayurved entered the Indian FMCG market with a strong focus on natural products, swadeshi appeal, and health consciousness. Over time, it attracted consumers who were earlier loyal to multinational brands. For many buyers, Patanjali represents not just functional benefits but also cultural identity and ethical consumption. i) Identify and explain the consumer needs and motivations influencing the purchase of Patanjali products. /6 fflcz7.dsJ ii) Analyse the role of self-concept and self-image in shaping preference for Patanjali over multinational brands. /5 7#cr7ids/ iii) Using Maslow's hierarchy of needs, explain how Patanjali appeals to multiple levels of motivation. /4 77zczrdsJ Quest 3) Amul's iconic "Amul Girl" advertising campaign has remained relevant for decades by using topical humour and minimalistic visuals. Despite changes in media platforms, the core elements of the campaign remain unchanged. i) Explain how perceptual processes-selection, organisation, and interpretation+on tribute to the effectiveness of Amul advertisements. /5 "c}7`dsJ , ii) Analyse how leaming theories (classical conditioning and/or cognitive leaming) help in building strong brand recall for Amul. r5 fflc}7~ds/ iii) Apply the tri-component model of attitudes to explain how Amul advertisements influence consumer attitudes. r5 77?cz7.dsJ Quest 4) In India, smartphone purchases are often influenced by peers, family members, and social networks. While young professionals may prefer brands endorsed by their peer groups, parents often influence budget and functional considerations. i) Examine the role of reference groups in. influencing smartphone purchase decisions. /6 ii) Discuss the impact of family roles and consumer socialisation on such decisions. /5 "czrds/ iii) Identify product categories where peer influence outweighs family influence, giving Tea;sous. (4 marks) Quest 5) Online grocery platforms such as BigBasket and Blinkit have seen rapid adoption in metropolitan cities, while smaller towns continue to rely heavily on traditional kirana stores. ii) Explain the influence of culture and sub-culture on acceptance or resistance to on line i) Analyse how social class affects adoption of on line grocery platforms in India. (5 marks) grocery shopping. (5 marks) ili) Discuss the role of opinion leaders in accelerating adoption of digital grocery platforms. (5 marks) Quest 6) A consumer planning to buy a two-wheeler evaluates brands such as Hero, Honda, TVS, and Royal Enfield based.on price, mileage, brand image, service network, and style. i) Explain the consumer decision-making process involved in purchasing a two-wheeler. (6 marks) ii) Analyse the use of compensatory and non-compensatory decision rules in this situation. (5 marks) ili) Identify possible post-purchase behaviours and suggest marketing actions to manage them. (4 marks)