IGNOU MMPM-001 December 2022 Previous Year Question Paper

Q1.(a) What is meant by consumer attitude ?

(b) How do you justify the relevance of studying consumer attitudes for marketing ? Explain by taking an example of a product or service.

Q2.(a) Explain online consumer behaviour , with the help of Technology Acceptance Model.

(b) Elaborate the same by taking the example of online shopping of consumer products.

Q3.(a) How does the problem recogn ition stage vary between a low i nvolvement and a high involvement purchase ?

(b) How can the marketers benefit from these variations ?

Q4.Write short notes on any two of the following :

(a) Engel-Kollat-Blackwell Model

(b) Maslow’s Hierarchy of Needs

(c) Implications of Family Decision-Making for Marketing Strategy

(d) Absolute vs. Differential Threshold

Q5.The Raymond Group’s branded textile segment, which serves as the company’s main business, dominates the Indian market as a B2C branded player for fabrics used in suits and shirts. Strong partnerships with channel partners, some of which have lasted more than 50 years, and broad distribution reach have helped the vertical expand over time. The company has continually introduced new products to satisfy the demands and preferences of its clients, thanks to a strong distribution network that can meet the strong fabric demand in Tier 1 cities as well as Tier 6 towns. A Memorandum of Understanding (MoU) was signed by Raymond and the Khadi and Village Industries Commission (KVIC) in December

Q6.As part of the agreement, Raymond consented to a five -year com mitment to a minimum guaranteed purc hase of Khadi and Khadi products. In the year 2018, Khadi by Raymond was launched countrywide in more than 300 company outlets. A range of fabric blends and ready -to-wear apparel were part of the new produ ct line. According to industry observers, the traditional cloth, Khadi, has never before been offered to customers with such a wide range of options. MMPM-001 4 Questions :

(a) How will the customers’ perception be impacted by the extended product offering through the MoU ?

(b) Comment on the repositioning strategy of Khadi from the consumer’s point of view, when it wi ll be marketed under the Raymond brand.