Sem: December-2024 Maximum Marks:50 Examination: End Exam Date: December 8, 2024 Duration: 2.5 hours
Programme code: Programme: MBA for Working Executive (Program code-18)	Class: SY	Semester: III Batch- 2023-24
College: K. J. Somaiya Institute of Management	Name of the department/Section/Center: Marketing and International Business
Course Code: 117P18C325	Name of the Course: Consumer behaviour
Instructions: 1. Answer FOUR questions in total. 2. Question ONE is compulsory. Answer any other THREE questions from Q2 – Q7. 3. Supplement your answers with suitable examples where necessary. 4. Explain with the help of theories/ concepts wherever necessary. 5. Begin each answer on a new page.

Question No.	Max. Marks
1	The Sharma family, a middle-class family of four from Delhi, is considering their first international vacation. With a limited budget of ₹5 lakh, they are exploring affordable tour packages for Southeast Asian destinations. They are comparing packages from online travel portals like MakeMyTrip, travel agencies, and suggestions from friends who have travelled recently. Key factors include cost, ease of booking, safety, activities for children, and food preferences (vegetarian options). What might drive the Sharma family to plan an international trip at this point in their lives? Where are they likely to look for information about travel packages, and how might their budget influence these sources? What factors will the family consider when comparing different travel options, and how could these influence their final choice? How might family dynamics shape the decision about which travel package to book? What steps could the travel agency take to ensure the Sharma family feels satisfied and provides positive feedback after the trip?	20
2	Distinguish between the id, ego and super ego in the Freudian personality scheme. Suggest the basic influence each might exert on a purchase decision. Elaborate with the help of the following examples depicting the above three concepts of promotions that appear to be using Freudian concepts. Be specific in describing which concepts are involved in each and how you think they are being used. “Daag acche hain”, campaign from Surf Excel Procter & Gamble Shiksha campaign Gilette – the best a man can get	10
3	A tech company plans to launch a smartwatch targeted at fitness enthusiasts. They want to map the consumer journey and identify touchpoints for influencing behavior. How can the company influence consumer perception during the awareness and consideration stages? How do personality traits impact the likelihood of adopting innovative products?	10
4	A cereal brand known for its sugary options is launching a health-focused variant. The company struggles with consumer associations of the brand as "unhealthy." How can the brand use classical conditioning to change consumer minds? How can reinforcement and repetition strengthen the positioning of the new product?	10
5	An apparel brand introduces an exclusive wedding collection targeting middle- and upper-class consumers during the wedding season. How do traditional Indian wedding rituals influence consumer spending? What factors drive consumer preferences for branded versus non-branded wedding attire? How can brands position themselves to capitalize on the emotional and social significance of weddings?	10
6	An international fast-food chain wants to introduce a beef-based burger in India, but cultural sensitivities make this a challenging proposition. How do cultural norms and taboos impact product offerings in the Indian market? Should the brand localize its menu further to align with Indian cultural sentiments? What lessons can be drawn from the success of other global brands in culturally diverse markets like India?	10
7	Write Short notes on ANY TWO of the following: Differentiate between the stimulus generalization and stimulus discrimination. Cite examples to show how companies use the above concepts to market their products. Define Routine problem solving, Limited problem solving and Extensive problem solving. Which of them would you expect most consumers to follow in their purchase of Luxury handbags? Relevance and significance of consumer behaviour for marketers.	10