Question 11:- Vikram is young MBS graduate from premier B School. He draws a good salary package. He

decided to buy a car. He finds himself getting attracted towards fast cars, robust engines and speed. This

exhibits, his need for __________.

a) Achievement

b) Power

c) Affiliation

d) Esteem

Question 12:- Which of the following is true about High Involvement/High Thinking situation?

a) Decision making involves a lot of emotion.

b) The strategy model is Feel Learn do.

c) Consumers have a high need for information.

/

d) Consumer decision making is driven by hedonic motives.

Question 13:- Learning involves a change in behaviour; in terms of consumer learning, it implies that a

consumer, who is exposed to the marketing stimuli, may react to it through its purchase and consumption; if his

experience is satisfying, he would repeat the purchase behaviour in favour of the brand. In case he is not

satisfied, he would switch over to another brand. Learning therefore causes

a) change in behaviour

b) change in attitude

c) Both a and b

d) neither a nor b

Question 14:- A lady goes to buy vegetables and eggs in a departmental store. There in the store, she sees a

new range of ready food and organic cosmetics. This is an example of _______________ learning:

a) Specific

b) Incidental

c) On going

d) None of the above

Question 15:- . Richa went to buy perfumes, the shop keeper showed her some brand not known to her .She

was not sure, if the brand made perfume but the packaging / shapes were familiar. This is a typical case of

marketing of imitative "me too" products/brands by using the concept of .........................

a) Repetition

b) Stimulus differentiation

c) Reinforcement

d) Stimulus generalization

Question 16:- For low-involvement purchases, marketing communication through TV is the right media;

consumers learn via repetition, i.e. exposure to the same message over TV again and again. This strategy is

based on the concept..........................

a) Non-verbal and pictorial cues trigger right brain processing, and impact recall and

familiarity

b) Verbal or cognitive cues trigger left brain processing and impact evaluation, recall and

familiarity

c) Non-verbal and pictorial cues trigger left brain processing, and impact recall and familiarity

d) Verbal or cognitive cues trigger right brain processing and impact evaluation, recall and

familiarity

Question 17:- Rohit went to Disney land, Florida when he was 10 years old. In 2019, he visited the Disney land

of Singapore. But the movement he entered, Rohit could recall the lay out, shows and characters of original

Disney land. The process by which a person recovers old information is called ...............and is based on

......................theory of learning

a) retrieval, cognitive

b) rehearsal , persuasive

c) associative network , cognitive

d) none of the above.

Question 18:- "A majority of human drives being unconscious, consumers themselves are often unaware of the

true reasons for buying a particular product or brand". This statement finds its roots in the works of

_______________.

a) Carl Jung

/

b) Sigmund Freud

c) Honey

d) None of the above

Question 19:- A lot of personality theories are developed. Identify which of these is wrongly paired with its

promoter .?

a) "Inferiority complex', is something that arose out of a sense of inferiority or inadequacy:

Adler

b) Id, ego, superego: Homey

c) Social relationships were extremely important for human beings; referred to such causes as "interactional":

Sullivan

d) All of above.

Question 20:- Carl Jung`s proposed a typology based upon four bipolar dimensions, where each pole represents

an opposite preference and thus illustrates four dichotomies. Select the right option I. Extraversion-Introversion,

II. Sensing-Intuition, III. Thinking-Feeling, IV. Judging-Perceiving. V. Sensing-Introversion, VI. Thinking-Intuition

a) I,II, IV, VI

b) I,IV, II, III

c) VI, IV, II, I

d) I, IV, III, V

Case Study

Burberry as a brand represents the clean, British style of traditional apparel with clean looks and high-quality

material. The brand has strengthened itself as a luxury brand with its indistinguishable pattern and celebrity

endorsements that have helped the brand become globally recognized. Earlier to 2006, the Burberry brand was

associated with trench coats. However, between 2006 and 2014, the brand transformed itself under the

leadership of CEO, Adriana Ahrendts to become a leading fashion house with revenue skyrocketing from 743

million pounds in 2006 to 2523 million pounds in 2015. Burberry has been successful as a brand due to its latest

marketing strategies with commercials, celebrity brand endorsements, iconic images, photo shoots and

exclusivity for its consumers. Burberry has carefully crafted its brand image as a luxury brand, targeting high net

worth individuals to showcase the usage of its products. Burberry has created the brand personality to help it

achieve its goals of brand perception. To this end, the brand has showcased its bags, accessories, and clothing

lines as fashionable, yet practical. Burberry has clearly utilized its marketing strategies to expand the brand

image and personality to become accessible within Europe as well as to other parts of the world. With unique

positioning in terms of style and pricing, Burberry has made a quick turnaround from the economic downturn of

2008 to become a successful fashion brand by following right target market. Burberry is also utilizing social

media effectively with their presence on Facebook, Twitter and Instagram to showcase the latest fashion trends

and better communicate the product attributes. Burberry is now showcasing innovative and exciting assortments

of their luxury collection that expresses the opinions and point of view of their customers.

Question 21:- What is the motivation for consumers to buy a brand like Bulberry?

a) Social need and power of money explains why consumers need to own luxury brands such as

Burberry.

b) Esteem and a positive self-image explains why consumers need to own luxury brands such as

Burberry

c) Utilitarian needs, and hedonic motivation justify need to engage in latest fashion

d) The physiological or psychological need justify need to engage in latest fashion

Question 22:- Why did Burberry change its latest marketing strategies with new commercials, celebrity brand

endorsements, iconic images, photo shoots .

a) Bulberry wanted to be a masses brand and profits

/

b) Bulberry was in a hurry to make huge profits and market share

c) Bulberry wanted to change brand perception and positioning

d) All of the above except b

Question 23:- What type of brand personality Bulberry depicts by its fashionable, yet practical image as per

Jennifer Aakers brand personality dimensions

a) sincere and trusted

b) Novelty and durable

c) Down to earth and rugged

d) sincere and novelty

Question 24:- What is the target market for Bulberry

a) Strivers and innovators

b) Innovators and fashion enthusiast

c) middle income enthusiast

d) High net worth individuals.

Question 25:- By moving to social media and allowing opinion and customer reviews, Bulberry is using which

concept of consumer behaviour.

a) Reference group and association

b) Reference group and disassociation

c) market maven and expert opinion

d) Expert power and coercive power