![GU B.Com Consumer Behaviour Important Questions 2025 [Gauhati University BCom 5th Semester NEP FYUGP]](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8TDoi_ay2LYpyhultBYJctNpr90jjJUp8yUEoG8D86ExIQnS8c1f9b6TIvssJbiXqk-57ZVmMjTy9_xEqIbGRhX36svGDrRf9P7gBeCKENMICj2hgZ7vPcIExHo1mrBy2j7oB6b8T373_rHP7Kx0E49OIUnn0wQxDhtl3c5OXGH4K0SpoLKDd-Xo4ev8q/s975/Screenshot_2025-09-11-10-47-18-31_c0d35d5c8ea536686f7fb1c9f2f8f274.jpg)
Gauhati BCom 5th Semester FYUGP
Marketing Major/Specialisation
Consumer Behaviour Important Questions
Unit I: Consumer Behaviour Question Bank
Coverage: Definition, stages in the buying process, importance of market segmentation, participants in the buying process, interdisciplinary nature of consumer behaviour.
1. Consumer behaviour is primarily concerned with:
(i) Marketing strategy
(ii) Buying, using, and disposing of products
(iii) Product design
(iv) Advertising
2. Which of the following is the first stage in the consumer buying process?
(i) Evaluation of alternatives
(ii) Post-purchase behaviour
(iii) Problem recognition
(iv) Purchase decision
3. Market segmentation helps marketers to:
(i) Ignore customer needs
(ii) Target specific groups of consumers
(iii) Increase product price only
(iv) None of the above
4. Participants in the buying process include:
(i) Initiator, influencer, decider, buyer, user
(ii) Manufacturer only
(iii) Advertisers and retailers
(iv) All marketers
5. The study of consumer behaviour is interdisciplinary because it draws knowledge from:
(i) Psychology and sociology
(ii) Economics
(iii) Anthropology
(iv) All of the above
6. Which stage involves comparing different brands or products?
(i) Problem recognition
(ii) Information search
(iii) Evaluation of alternatives
(iv) Post-purchase evaluation
7. The final decision made by a consumer is called:
(i) Purchase decision
(ii) Information search
(iii) Problem recognition
(iv) Consumer research
8. Market segmentation divides a market into:
(i) Random groups
(ii) Distinct groups with similar needs
(iii) Marketing intermediaries
(iv) None of the above
9. Which of the following is not a stage of the buying process?
(i) Need recognition
(ii) Decision implementation
(iii) Product standardisation
(iv) Post-purchase evaluation
10. Target marketing is directly related to:
(i) Product positioning
(ii) Market segmentation
(iii) Advertising only
(iv) Product manufacturing
11. Post-purchase evaluation helps marketers understand:
(i) Product development
(ii) Customer satisfaction
(iii) Market segmentation
(iv) Competitor pricing
12. Which of the following is a benefit of studying consumer behaviour?
(i) Helps in designing effective marketing strategies
(ii) Reduces customer satisfaction
(iii) Ignores consumer needs
(iv) None of the above
Section 2: Very Short Answer Questions (2 marks each )
1. Define consumer behaviour.
2. List the stages of the buying process.
3. State two benefits of market segmentation.
4. Who are the participants in the buying process? Name any two.
5. Explain why the study of consumer behaviour is interdisciplinary.
6. What is the significance of understanding consumer needs?
7. Give two examples of how marketers use consumer behaviour information.
8. What do you mean by post-purchase evaluation?
9. Mention two challenges in studying consumer behaviour.
10. Define target market in brief.
11. What is the difference between a consumer and a customer?
12. Name two tools used to study consumer behaviour.
Section 3: Short Answer Questions (5 marks each )
1. Explain the stages of the consumer buying process with examples.
2. Discuss the importance of market segmentation in modern marketing.
3. Describe the roles of participants in the buying process.
4. Explain why consumer behaviour is considered an interdisciplinary study.
5. Briefly explain how marketers benefit from understanding consumer behaviour.
6. Discuss the relationship between consumer needs and marketing strategies.
7. Describe the evaluation of alternatives stage with an example.
8. Write a short note on post-purchase behaviour and its importance.
9. Explain the concept of target market with an example.
10. Write a note on how interdisciplinary knowledge of psychology and sociology helps in consumer analysis.
Section 4: Long Answer/Essay Questions (10 marks Each)
1. Define consumer behaviour. Explain the stages in the consumer buying process with suitable examples. (3+7=10)
2. Discuss the importance of market segmentation. Explain how segmentation helps marketers target consumers effectively. (5+5=10)
3. Explain the participants in the buying process and their roles. Give examples from real-life marketing. (4+6=10)
4. What is consumer behaviour? Discuss its interdisciplinary nature and explain why understanding it is critical for marketing success. (5+5=10)
5. Illustrate with examples how knowledge of consumer behaviour helps in designing marketing strategies. (3+7=10)
6. Explain post-purchase evaluation and its importance in improving consumer satisfaction. (4+6=10)
7. Discuss the stages of the buying process in detail and explain how marketers can influence each stage. (5+5=10)
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Unit II: Factors Influencing Consumer Behaviour – Question Bank
Coverage: Social factors – social class, culture, sub-culture, cultural values; personal factors – personality, variety and novelty seeking, consumer motivation.
Section 1: MCQs (1 mark each – 12 Questions)
1. Social factors influencing consumer behaviour include:
(i) Culture
(ii) Personality
(iii) Motivation
(iv) Product quality
2. Culture affects consumer behaviour because:
(i) It shapes values and beliefs
(ii) It determines pricing
(iii) It only affects luxury products
(iv) None of the above
3. Sub-culture refers to:
(i) A large national group
(ii) A smaller group within a culture with shared values
(iii) Marketing segmentation
(iv) Product features
4. Personal factors include:
(i) Social class
(ii) Personality
(iii) Cultural values
(iv) Reference groups
5. Consumer motivation can be described as:
(i) A person’s drive to satisfy needs
(ii) A marketing strategy
(iii) A social norm
(iv) None of the above
6. Variety-seeking behaviour is seen when:
(i) Consumers stick to one brand
(ii) Consumers try new products for novelty
(iii) Consumers avoid innovation
(iv) Consumers follow social norms
7. Social class is determined by:
(i) Income, occupation, and education
(ii) Personal motivation
(iii) Product preference
(iv) Advertising
8. Which of the following is a personal factor?
(i) Culture
(ii) Personality
(iii) Sub-culture
(iv) Social class
9. Cultural values influence:
(i) Purchase decisions
(ii) Product design
(iii) Advertising strategies
(iv) All of the above
10. Which of these is NOT a factor influencing consumer behaviour?
(i) Social class
(ii) Product price only
(iii) Personality
(iv) Culture
11. Motivation helps marketers to:
(i) Predict consumer actions
(ii) Ignore consumer needs
(iii) Set product price
(iv) Standardise products
12. Novelty-seeking in consumers is associated with:
(i) Routine purchase behaviour
(ii) Trying new products
(iii) Cultural conformity
(iv) Social class
Section 2: Very Short Answer Questions (2 marks each )
1. Define social factors in consumer behaviour.
2. State two examples of personal factors affecting buying decisions.
3. What is sub-culture?
4. Define consumer motivation.
5. Give two characteristics of variety-seeking behaviour.
6. What is the role of culture in consumer behaviour?
7. State two ways social class influences consumption.
8. Give an example of how personality affects purchase decisions.
9. What is the difference between culture and sub-culture?
10. Mention two benefits of understanding consumer motivation.
11. Give an example of novelty-seeking in consumer behaviour.
12. Define the term ‘consumer need’.
Section 3: Short Answer Questions (5 marks each )
1. Explain the influence of social class on consumer behaviour.
2. Discuss how culture affects buying decisions with examples.
3. Describe the personal factors that affect consumer behaviour.
4. Explain variety-seeking behaviour with an example.
5. Discuss the concept of consumer motivation and its importance.
6. Explain how sub-culture affects product preferences.
7. Describe the role of cultural values in marketing.
8. Write a short note on the impact of personality on purchase decisions.
9. Explain the differences between social and personal factors influencing consumer behaviour.
10. Describe how marketers can use knowledge of consumer motivation.
Section 4: Long Answer/Essay Questions (10 marks each )
1. Discuss the social factors influencing consumer behaviour. Explain with suitable examples how social class, culture, and sub-culture affect purchase decisions. (5+5=10)
2. Explain personal factors affecting consumer behaviour. Discuss the role of personality and motivation in shaping buying decisions. (5+5=10)
3. Describe variety-seeking behaviour and its significance in marketing. Give examples of how marketers can influence such behaviour. (4+6=10)
4. Discuss the influence of cultural values and sub-culture on consumer buying behaviour. Explain with examples. (5+5=10)
5. Explain the concept of consumer motivation and discuss the different types of motives with examples. (3+7=10)
6. Explain the combined impact of social and personal factors on consumer decision-making. (5+5=10)
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Unit III: Consumer Attitude – Question Bank
Coverage: Sources of attitude formation; tri-component attitude model; reference group influence and types; word of mouth and opinion leadership; characteristics of opinion leaders; the self and self-image.
Section 1: MCQs (1 mark each – 12 Questions)
1. Attitude of a consumer is defined as:
(i) A temporary emotion
(ii) A learned predisposition to respond consistently to an object or idea
(iii) A purchase decision only
(iv) A marketing strategy
2. The tri-component attitude model consists of:
(i) Cognitive, affective, conative
(ii) Problem, solution, purchase
(iii) Culture, personality, motivation
(iv) Social class, sub-culture, family
3. Reference groups influence consumer behaviour through:
(i) Direct persuasion
(ii) Social pressure and norms
(iii) Advertising
(iv) None of the above
4. Opinion leaders are:
(i) Consumers with expert knowledge influencing others
(ii) Marketing executives only
(iii) Celebrities only
(iv) Product designers
5. Word of mouth refers to:
(i) Official marketing communication
(ii) Informal communication among consumers about products
(iii) Television advertisements
(iv) Sales promotion
6. Which of the following is NOT a source of attitude formation?
(i) Family
(ii) Friends
(iii) Self-concept
(iv) Product warranty
7. Self-image influences:
(i) Product choice and brand preference
(ii) Only purchase frequency
(iii) Advertising strategy
(iv) Price sensitivity
8. Affective component of attitude relates to:
(i) Beliefs and knowledge
(ii) Feelings or emotions
(iii) Behavioural intention
(iv) Social influence
9. Cognitive component of attitude refers to:
(i) Knowledge or beliefs about an object
(ii) Emotions towards the object
(iii) Purchase behaviour
(iv) Advertising effect
10. Conative component in the tri-component model relates to:
(i) Feelings
(ii) Beliefs
(iii) Behavioural intentions
(iv) Social norms
11. A consumer influenced by a celebrity is an example of:
(i) Word of mouth
(ii) Opinion leadership
(iii) Tri-component attitude model
(iv) Self-image
12. Which type of reference group has the greatest influence on young consumers?
(i) Primary groups
(ii) Secondary groups
(iii) Aspirational groups
(iv) Membership groups
Section 2: Very Short Answer Questions (2 marks each )
1. Define consumer attitude.
2. Name the three components of the tri-component attitude model.
3. Give two examples of reference groups.
4. Define opinion leadership.
5. What is word of mouth in consumer behaviour?
6. State two sources of attitude formation.
7. Explain self-concept in brief.
8. Give one example of how emotions affect consumer attitude.
9. What is the role of family in attitude formation?
10. Mention two characteristics of opinion leaders.
11. Define aspirational reference groups.
12. State one difference between cognitive and affective components.
Section 3: Short Answer Questions (5 marks each )
1. Explain the tri-component model of attitude with examples.
2. Discuss the role of reference groups in influencing consumer behaviour.
3. Describe the characteristics and importance of opinion leaders.
4. Explain how word of mouth affects product choice.
5. Write a short note on sources of attitude formation.
6. Explain self and self-image in the context of consumer behaviour.
7. Discuss how attitude guides purchase decisions.
8. Describe the different types of reference groups with examples.
9. Explain the relationship between opinion leadership and consumer decision-making.
10. Describe the affective, cognitive, and conative components with marketing examples.
Section 4: Long Answer/Essay Questions (10 marks each )
1. Define consumer attitude. Explain the tri-component model and its significance in marketing. (3+7=10)
2. Discuss the sources of attitude formation. How do family, friends, and reference groups influence consumer attitude? (5+5=10)
3. Explain reference groups and their types. Discuss their impact on consumer behaviour with examples. (4+6=10)
4. Describe opinion leadership and its characteristics. Explain how marketers use opinion leaders to influence consumer decisions. (5+5=10)
5. Discuss the role of self and self-image in shaping consumer attitudes. Give examples. (4+6=10)
6. Explain word of mouth and its influence on consumer behaviour. Discuss its importance in modern marketing. (5+5=10)
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Unit IV: Cross-Cultural Analysis & Acculturation – Question Bank
Coverage: Localisation vs. standardisation; diffusion and adoption of innovation – types and adoption process; consumer research.
Section 1: MCQs (1 mark each – 12 Questions)
1. Localisation in marketing refers to:
(i) Adapting products to local cultures
(ii) Standardising products worldwide
(iii) Mass production
(iv) Ignoring cultural differences
2. Standardisation in marketing means:
(i) Tailoring products for local markets
(ii) Selling uniform products globally
(iii) Customising advertising only
(iv) Changing pricing strategies
3. Diffusion of innovation refers to:
(i) The spread of new products or ideas among consumers
(ii) Advertising campaigns
(iii) Cultural adaptation
(iv) Price adjustments
4. Adoption process includes which of the following stages?
(i) Awareness, Interest, Evaluation, Trial, Adoption
(ii) Need recognition, Purchase, Usage
(iii) Segmentation, Targeting, Positioning
(iv) Culture, Sub-culture, Personality
5. Early adopters are:
(i) Consumers who try a product after mass adoption
(ii) Consumers who first accept an innovation after innovators
(iii) Consumers who reject innovation
(iv) Marketing managers
6. Consumer research is primarily used to:
(i) Study competitors only
(ii) Understand consumer needs and behaviour
(iii) Determine pricing only
(iv) Design advertising
7. Which type of innovation diffusion occurs rapidly among many consumers?
(i) Continuous innovation
(ii) Discontinuous innovation
(iii) Dynamical innovation
(iv) Gradual innovation
8. Acculturation refers to:
(i) Adoption of foreign cultural traits by consumers
(ii) Standardisation of products
(iii) Market segmentation
(iv) Product differentiation
9. Which of the following is a method of consumer research?
(i) Surveys
(ii) Focus groups
(iii) Observation
(iv) All of the above
10. Standardisation is more suitable when:
(i) Cultural differences are large
(ii) Consumer preferences are similar across markets
(iii) Local laws vary
(iv) Product adaptation is needed
11. Continuous innovation refers to:
(i) Minor modifications in existing products
(ii) Radical new products
(iii) Cultural adaptation
(iv) Marketing research
12. Trial stage in adoption process means:
(i) Initial product testing by consumers
(ii) Product mass production
(iii) Advertising launch
(iv) Post-purchase evaluation
Section 2: Very Short Answer Questions (2 marks each )
1. Define localisation in marketing.
2. Define standardisation in marketing.
3. List the stages of the adoption process.
4. What is consumer research?
5. Explain early adopters in brief.
6. Name two methods of conducting consumer research.
7. What is acculturation?
8. Give one example of a standardised global product.
9. Mention two benefits of localisation.
10. Define diffusion of innovation.
11. Give one example of continuous innovation.
12. What is the trial stage in product adoption?
Section 3: Short Answer Questions (5 marks each )
1. Explain localisation vs. standardisation with suitable examples.
2. Discuss the stages of the adoption process of innovations.
3. Describe the types of innovation and their characteristics.
4. Explain the importance of consumer research in marketing.
5. Discuss how acculturation influences consumer behaviour.
6. Describe the role of early adopters and innovators in product diffusion.
7. Write a short note on continuous and discontinuous innovations.
8. Explain how localisation helps companies enter diverse markets.
9. Discuss the use of surveys, focus groups, and observation in consumer research.
10. Explain trial and evaluation stages in product adoption with examples.
Section 4: Long Answer/Essay Questions (10 marks each )
1. Discuss localisation and standardisation in marketing. Explain the factors that determine whether a company should standardise or localise its products. (5+5=10)
2. Explain the diffusion of innovation and its adoption process. Discuss the characteristics of different adopter categories. (4+6=10)
3. Discuss the importance of consumer research in understanding consumer behaviour. Give examples of research methods. (5+5=10)
4. Explain acculturation and its impact on consumer behaviour. How do marketers adapt to acculturation challenges? (5+5=10)
5. Describe the stages of product adoption and illustrate with examples how marketers can influence each stage. (4+6=10)
6. Explain the concepts of continuous and discontinuous innovation. Discuss how innovation type affects consumer adoption. (5+5=10)
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