GU Consumer Behaviour Question Paper 2025 [Gauhati University 5th Sem. NEP FYUGP Model Papers]

In this page, we have provided the Model Question Papers for BCom 5th Semester (Major – Marketing) on the subject Consumer Behaviour under Gauhati University.

The question papers have been prepared strictly following the exam pattern and syllabus prescribed by Gauhati University. Each paper carries a total of 60 marks and is designed for a duration of 2½ hours.

Question Paper Pattern (60 Marks)

• Section I: Multiple Choice Questions (1 mark × 8 = 8 marks)

• Section II: Very Short Answer Questions (2 marks × 6 = 12 marks)

• Section III: Short Answer Questions (5 marks × 4 = 20 marks)

• Section IV: Long Answer/Essay Type Questions (10 marks × 2 = 20 marks)

About the Subject – Consumer Behaviour

Consumer Behaviour as a subject deals with understanding how individuals, groups, and organizations make decisions regarding the purchase, use, and disposal of goods and services. The syllabus includes:

• Unit I: Consumer Behaviour – Definition, buying process, segmentation, interdisciplinary nature.

• Unit II: Factors Influencing Consumer Behaviour – Social, personal, and cultural influences.

• Unit III: Consumer Attitude – Sources, tri-component model, reference groups, opinion leadership, self-image.

• Unit IV: Cross-Cultural Analysis & Acculturation – Localisation vs. standardisation, diffusion of innovation, consumer research.

Gauhati University BCom 5th Semester Consumer Behaviour Question Paper 2025 - (Model Paper)

Below, you will find different sets of model question papers (Set A, Set B, Set C, etc.) prepared to give students sufficient practice and exposure to the types of questions expected in the examination.

MODEL QUESTION PAPER – SET A

5th  Semester B.Com (Major – Marketing)
Course: Consumer Behaviour
Full Marks: 60
Time: 2½ Hours

The figures in the margin indicate full marks for the questions.

1. Answer the following by choosing the correct option: 1×8=8

(a) Which of the following is not a stage in the consumer buying process?
(i) Problem recognition  (ii) Information search
(iii) Purchase decision  (iv) Market segmentation

(b) The study of consumer behaviour is interdisciplinary because it draws knowledge from:
(i) Economics  (ii) Psychology
(iii) Sociology  (iv) All of the above

(c) Which of the following is a social factor influencing consumer behaviour?
(i) Age  (ii) Culture
(iii) Personality (iv) Motivation

(d) Consumers who buy products due to novelty-seeking behaviour are influenced by:
(i) Social factors  (ii) Cultural values
(iii) Personal factors  (iv) Attitude formation

(e) The tri-component model of attitude includes:
(i) Cognitive, Affective, Conative
(ii) Motivation, Learning, Perception
(iii) Belief, Culture, Lifestyle
(iv) None of the above

(f) Word of mouth communication is considered more effective because it is:
(i) Paid promotion  (ii) Personal and credible
(iii) Mass media influence  (iv) One-way communication

(g) The process of adapting to a foreign culture is called:
(i) Standardisation  (ii) Localisation
(iii) Acculturation  (iv) Innovation

(h) The process by which new products spread in the market is called:
(i) Diffusion of innovation  (ii) Segmentation
(iii) Product positioning  (iv) Attitude formation

2. Answer the following questions very briefly: (any six) 2×6=12

(i) Define consumer behaviour.
(ii) What is market segmentation?
(iii) Mention two participants in the buying process.
(iv) Define sub-culture with one example.
(v) What is consumer motivation?
(vi) State two sources of attitude formation.
(vii) What is opinion leadership?
(viii) Define self-image.
(ix) What is localisation in marketing?
(x) State two objectives of consumer research.

3. Write short answers to the following questions: (any four) 5×4=20

(i) Explain the importance of studying consumer behaviour.
(ii) Describe the stages in the consumer buying decision process.
(iii) Discuss the influence of culture and sub-culture on consumer behaviour.
(iv) Write a short note on word-of-mouth communication in consumer behaviour.
(v) Explain the characteristics of opinion leaders.
(vi) Describe the role of personality in influencing consumer behaviour.
(vii) Explain the concept of diffusion and adoption of innovations.
(viii) Write a note on standardisation vs localisation in consumer behaviour.

4. Answer the following questions: (any two) 10×2=20

(i) What is consumer behaviour? Explain its interdisciplinary nature. (3+7=10)
(ii) Discuss the personal and social factors that influence consumer behaviour with suitable examples. (5+5=10)
(iii) Explain the tri-component model of consumer attitude. How does attitude influence consumer behaviour? (4+6=10)
(iv) What is acculturation? Discuss the challenges faced by marketers in cross-cultural analysis. (4+6=10)
(v) Define consumer research. Explain the various steps involved in conducting consumer research. (3+7=10)

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MODEL QUESTION PAPER – SET B

5th Semester B.Com (Major – Marketing)

Course: Consumer Behaviour

Full Marks: 60

Time: 2½ Hours

The figures in the margin indicate full marks for the questions.

1. Answer the following by choosing the correct option: 1×8=8

(a) The first stage in the consumer buying process is:

    (i) Information search

    (ii) Problem recognition

    (iii) Evaluation of alternatives

    (iv) Post-purchase behaviour

(b) Consumer behaviour is important for marketers because it helps in:

    (i) Identifying consumer needs

    (ii) Designing effective marketing strategies

    (iii) Market segmentation

    (iv) All of the above

(c) Social class as a factor of consumer behaviour is determined by:

    (i) Personality

    (ii) Occupation and income

    (iii) Motivation

    (iv) Lifestyle only

(d) Which of the following is not a personal factor influencing consumer behaviour?

    (i) Personality

    (ii) Motivation

    (iii) Culture

    (iv) Age

(e) The affective component of attitude refers to:

    (i) Beliefs and knowledge

    (ii) Feelings and emotions

    (iii) Intention to act

    (iv) None of the above

(f) A group that directly or indirectly influences a consumer’s purchase decision is called:

    (i) Reference group

    (ii) Opinion leader

    (iii) Family

    (iv) Social class

(g) Standardisation in marketing strategy means:

    (i) Offering the same product globally

    (ii) Adapting product to local needs

    (iii) Encouraging innovation

    (iv) None of the above

(h) Innovators in the diffusion of innovation process are:

    (i) The first group of consumers to adopt a product

    (ii) The majority of consumers

    (iii) The last group of adopters

    (iv) Opinion leaders only

2. Answer the following questions very briefly: (any six) 2×6=12

(i) What is meant by buying behaviour?

(ii) Define market segmentation with an example.

(iii) State two interdisciplinary fields related to consumer behaviour.

(iv) What is culture?

(v) Define variety-seeking buying behaviour.

(vi) Write two characteristics of opinion leaders.

(vii) What is meant by self-concept?

(viii) Define diffusion of innovation.

(ix) Mention two advantages of consumer research.

(x) What is meant by localisation strategy?

3. Write short answers to the following questions: (any four) 5×4=20

(i) Discuss the role of market segmentation in understanding consumer behaviour.

(ii) Explain the importance of social and cultural factors in consumer decision-making.

(iii) What is consumer motivation? Explain briefly with examples.

(iv) Write a note on the role of family in consumer behaviour.

(v) Explain the influence of reference groups on consumer behaviour.

(vi) Write a note on the self and self-image concept in consumer behaviour.

(vii) Explain the adoption process of new products.

(viii) Describe the significance of consumer research in marketing.

4. Answer the following questions: (any two) 10×2=20

(i) Define consumer behaviour. Discuss the stages in the consumer buying process. (3+7=10)

(ii) Explain the influence of personality and motivation on consumer behaviour. Give examples. (5+5=10)

(iii) What is an attitude? Explain the sources of attitude formation. (3+7=10)

(iv) What is cross-cultural analysis? Explain localisation vs. standardisation with examples. (4+6=10)

(v) Discuss the process of diffusion of innovation. Explain the characteristics of different adopter categories. (4+6=10)

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MODEL QUESTION PAPER – SET C

5th Semester B.Com (Major – Marketing)

Course: Consumer Behaviour

Full Marks: 60

Time: 2½ Hours

The figures in the margin indicate full marks for the questions.

1. Answer the following by choosing the correct option: 1×8=8

(a) The last stage in the consumer buying decision process is:

    (i) Information search

    (ii) Purchase decision

    (iii) Post-purchase behaviour

    (iv) Evaluation of alternatives

(b) Which of the following is a participant in the buying process?

    (i) Buyer

    (ii) Influencer

    (iii) Decider

    (iv) All of the above

(c) Sub-culture can be best described as:

    (i) A small group within a culture with shared values

    (ii) The overall culture of a society

    (iii) A marketing strategy

    (iv) None of the above

(d) Consumer personality traits are important because they:

    (i) Influence product choices

    (ii) Have no role in marketing

    (iii) Apply only in rural markets

    (iv) Affect only luxury products

(e) Reference groups affect consumer behaviour mainly through:

    (i) Direct experience

    (ii) Social influence

    (iii) Emotional appeal

    (iv) Advertising

(f) Which of the following is an example of opinion leadership?

    (i) A celebrity endorsing a brand

    (ii) A friend recommending a product

    (iii) A TV advertisement

    (iv) A company’s sales promotion

(g) Adoption of innovation is fastest among:

    (i) Late majority

    (ii) Innovators

    (iii) Early majority

    (iv) Laggards

(h) Consumer research primarily helps marketers in:

    (i) Identifying buyer behaviour

    (ii) Understanding market trends

    (iii) Designing strategies

    (iv) All of the above

2. Answer the following questions very briefly: (any six) 2×6=12

(i) What is meant by problem recognition in buying behaviour?

(ii) Define interdisciplinary nature of consumer behaviour.

(iii) Mention two cultural values that affect consumer choices.

(iv) What is novelty-seeking behaviour?

(v) State two features of consumer attitude.

(vi) Who are opinion leaders in marketing?

(vii) Define word-of-mouth communication.

(viii) What is the meaning of the adoption process?

(ix) Mention two limitations of consumer research.

(x) Define standardisation in marketing.

3. Write short answers to the following questions: (any four) 5×4=20

(i) Explain the importance of market segmentation in consumer behaviour.

(ii) Write a short note on the role of demographic factors in consumer decisions.

(iii) Discuss briefly the relationship between personality and consumer motivation.

(iv) Explain how reference groups influence purchase behaviour with an example.

(v) Describe the role of self-concept in consumer buying behaviour.

(vi) What is acculturation? Give a short explanation with an example.

(vii) Explain the importance of opinion leaders in shaping consumer attitude.

(viii) Write a note on consumer research methods.

4. Answer the following questions: (any two) 10×2=20

(i) Define consumer behaviour. Explain the participants in the buying process. (3+7=10)

(ii) Discuss how culture and sub-culture influence consumer behaviour with examples. (5+5=10)

(iii) What is consumer motivation? Discuss different types of consumer motives. (4+6=10)

(iv) Explain the tri-component model of attitude. How does it guide marketers? (5+5=10)

(v) What is the diffusion of innovation? Explain the stages of the adoption process. (3+7=10)

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