Consumer Behaviour, Branding, SCM, CRM, Services, Retail & Emerging Marketing
🔹 SECTION A – CONSUMER BEHAVIOUR: THEORIES & MODELS
1. Consumer behaviour studies:
A. How consumers decide to buy and use products
B. Production efficiency
C. Pricing strategies
D. Government policy
Answer: A
Explanation: Consumer behaviour explores the decision-making process behind need recognition, purchase, and consumption.*
2. The Engel–Kollat–Blackwell (EKB) model includes:
A. Problem recognition → Information search → Evaluation → Purchase → Post-purchase
B. Awareness → Interest → Desire → Action
C. Production → Marketing → Sales → Feedback
D. None
Answer: A
3. According to Freud’s Psychoanalytic Theory, consumer choices are:
A. Based on rational logic
B. Driven by unconscious motives
C. Influenced by laws
D. Fully predictable
Answer: B
4. Maslow’s hierarchy of needs suggests motivation begins with:
A. Self-actualization
B. Safety
C. Physiological needs
D. Esteem
Answer: C
5. Which theory explains behaviour as learned through experience?
A. Learning theory
B. Economic theory
C. Psychoanalytic theory
D. Social class theory
Answer: A
6. The “Howard–Sheth” model explains:
A. Industrial buying process
B. Learning-based consumer decision model
C. Post-purchase dissonance
D. None
Answer: B
7. The “Nicosia Model” emphasizes:
A. Firm–consumer communication
B. Product design
C. Market segmentation
D. Price elasticity
Answer: A
8. The most comprehensive model of consumer decision-making is:
A. EKB model
B. Howard–Sheth model
C. Pavlov model
D. Freud model
Answer: B
9. “Cognitive dissonance” occurs when:
A. Consumer experiences conflict after purchase
B. Product performs well
C. Consumer is loyal
D. None
Answer: A
10. Derived demand applies to:
A. Industrial buyers
B. Final consumers
C. Retailers
D. None
Answer: A
Explanation: Industrial demand is derived from consumer demand for finished goods.*
🔹 SECTION B – FACTORS & TYPES OF BUYING BEHAVIOUR
11. Which is not a factor affecting consumer behaviour?
A. Cultural
B. Social
C. Technological
D. Astrological
Answer: D
12. Reference groups are part of:
A. Social factors
B. Cultural factors
C. Psychological factors
D. None
Answer: A
13. Industrial buying involves:
A. Multiple participants
B. Emotional motives
C. Simple decisions
D. None
Answer: A
14. The buygrid framework was given by:
A. Webster and Wind
B. Porter
C. Kotler
D. Sheth
Answer: A
15. Straight rebuy refers to:
A. Routine purchase without modification
B. New task buying
C. Modified buying
D. Emergency buying
Answer: A
16. Modified rebuy means:
A. Purchase with minor changes
B. Completely new product
C. Buying same quantity
D. Automatic reorder
Answer: A
17. The most complex buying situation is:
A. New task buying
B. Straight rebuy
C. Routine response
D. Impulse buying
Answer: A
18. Consumer personality traits affect:
A. Perception and buying decisions
B. Only price
C. Supply chain
D. None
Answer: A
19. Family life cycle influences:
A. Purchase pattern
B. Brand image
C. Industrial logistics
D. None
Answer: A
20. Learning in consumer behaviour refers to:
A. Permanent change in behaviour from experience
B. Advertising
C. Instinctive acts
D. None
Answer: A
🔹 SECTION C – BRAND MANAGEMENT
21. A brand is defined as per AMA as:
A. A name, term, symbol or design identifying a seller
B. Company trademark only
C. Packaging design
D. Logo design
Answer: A
22. Brand equity represents:
A. The value added by brand to product
B. Product cost
C. Company revenue
D. Advertising expense
Answer: A
23. Aaker’s model includes all except:
A. Brand awareness
B. Brand associations
C. Production process
D. Brand loyalty
Answer: C
24. Keller’s CBBE model focuses on:
A. Building strong brand resonance
B. Reducing cost
C. Product line expansion
D. None
Answer: A
25. Brand resonance in Keller’s model represents:
A. Deep customer connection
B. Initial awareness
C. Advertising reach
D. Packaging
Answer: A
26. Brand Asset Valuator (BAV) includes:
A. Differentiation, relevance, esteem, knowledge
B. Profit, cost, efficiency, loyalty
C. Price, quality, durability, trust
D. None
Answer: A
27. Brand extension refers to:
A. Using existing brand name for new products
B. Repackaging old products
C. Price discounting
D. None
Answer: A
28. Co-branding involves:
A. Two brands joining for joint promotion
B. Copying brands
C. Multiple stores
D. None
Answer: A
29. Brand loyalty is highest when:
A. Customer refuses to switch despite alternatives
B. Customer buys only on sale
C. Product is new
D. None
Answer: A
30. Brand equity provides:
A. Ability to charge price premium
B. Lower costs only
C. No benefit
D. None
Answer: A
🔹 SECTION D – SUPPLY CHAIN & LOGISTICS
31. SCM integrates:
A. Procurement to customer delivery
B. Only transportation
C. Only warehousing
D. None
Answer: A
32. The main objective of SCM is:
A. Delivering value at lowest total cost
B. Reducing product quality
C. Increasing stockouts
D. None
Answer: A
33. Logistics focuses on:
A. Physical movement and storage of goods
B. Product pricing
C. Advertising
D. None
Answer: A
34. SCM driver not included below is:
A. Facilities
B. Inventory
C. Transportation
D. Advertising
Answer: D
35. Inbound logistics refers to:
A. Movement of materials to the manufacturer
B. Distribution to customers
C. Reverse flow
D. None
Answer: A
36. Outbound logistics involves:
A. Delivering finished goods to market
B. Importing components
C. Storing raw material
D. None
Answer: A
37. Push system is based on:
A. Forecasting demand
B. Customer order first
C. On-demand production
D. None
Answer: A
38. Pull system starts production:
A. After customer demand arises
B. In advance
C. Periodically
D. None
Answer: A
39. The main benefit of SCM integration is:
A. Reduced lead time and higher satisfaction
B. Increased conflict
C. Higher inventory
D. None
Answer: A
40. Sales force management involves:
A. Recruiting, training, motivating, compensating
B. Advertising
C. Accounting
D. None
Answer: A
🔹 SECTION E – SERVICE MARKETING
41. Services are different from goods because they are:
A. Intangible, inseparable, perishable, variable
B. Tangible
C. Durable
D. None
Answer: A
42. The 7 Ps of service marketing include:
A. Product, Price, Place, Promotion, People, Process, Physical Evidence
B. Product, Price, Process only
C. 4Ps only
D. None
Answer: A
43. SERVQUAL model was developed by:
A. Parasuraman, Zeithaml, Berry
B. Porter
C. Aaker
D. Kotler
Answer: A
44. “Reliability” in SERVQUAL refers to:
A. Consistency in performance
B. Speed
C. Tangibles
D. None
Answer: A
45. Service perishability means:
A. Can’t be stored for future
B. Can be reused
C. Easily repaired
D. None
Answer: A
46. Service recovery means:
A. Correcting service failure effectively
B. Increasing price
C. Increasing process time
D. None
Answer: A
47. People element in service marketing refers to:
A. Employees and customers involved in service delivery
B. Advertising team only
C. Government officials
D. None
Answer: A
48. Tangibles in services refer to:
A. Physical facilities, appearance
B. Service process
C. Brand logo
D. None
Answer: A
49. The key challenge in service marketing is:
A. Managing variability and quality consistency
B. Tangible product issues
C. Advertising frequency
D. None
Answer: A
50. Service firms can differentiate through:
A. People, process, physical evidence
B. Price only
C. Advertising only
D. None
Answer: A
SECTION F – CUSTOMER RELATIONSHIP MARKETING (CRM)
51. CRM stands for:
A. Customer Relationship Management
B. Consumer Revenue Management
C. Client Retention Marketing
D. None
Answer: A
Explanation: CRM focuses on creating and maintaining long-term profitable relationships with customers.*
52. The main objective of CRM is to:
A. Retain customers and increase loyalty
B. Maximize short-term sales
C. Reduce prices
D. Limit communication
Answer: A
53. Operational CRM deals with:
A. Automation of sales, marketing, and service operations
B. Customer data analytics
C. Strategic alliances
D. None
Answer: A
54. Analytical CRM focuses on:
A. Data analysis and customer insights
B. Call center operations
C. Recruitment
D. None
Answer: A
55. Collaborative CRM means:
A. Integrating all communication channels
B. Social media marketing
C. Outsourcing marketing
D. None
Answer: A
56. The major benefit of CRM is:
A. Enhanced customer satisfaction and retention
B. Increased cost
C. Reduced profit
D. None
Answer: A
57. Customer Lifetime Value (CLV) represents:
A. Net profit from a customer over entire relationship period
B. One-time transaction
C. Purchase per month
D. None
Answer: A
58. Formula for CLV includes:
A. Average purchase × Frequency × Lifespan − Acquisition cost
B. Sales ÷ Costs
C. Total profit × Tax rate
D. None
Answer: A
59. Loyalty programs are part of:
A. CRM retention strategy
B. Pricing strategy
C. Promotion
D. None
Answer: A
60. The main tool for CRM implementation is:
A. CRM software and database system
B. Accounting books
C. HR portal
D. None
Answer: A
🔹 SECTION G – RETAIL MARKETING
61. Retailing means:
A. Selling goods/services directly to final consumers
B. Selling raw materials
C. Wholesale trade
D. None
Answer: A
62. The key function of retailing is:
A. Breaking bulk and providing convenience
B. Producing goods
C. Advertising only
D. None
Answer: A
63. A department store offers:
A. Several product categories under one roof
B. Only food items
C. Only one brand
D. None
Answer: A
64. A supermarket is characterized by:
A. Self-service and low margins
B. Luxury goods
C. High price
D. None
Answer: A
65. Specialty stores focus on:
A. Narrow product range but deep assortment
B. All product categories
C. Cheap items
D. None
Answer: A
66. Discount stores compete primarily on:
A. Price
B. Product innovation
C. Quality
D. Service differentiation
Answer: A
67. Convenience stores target:
A. Routine, emergency, or impulse items
B. Industrial products
C. Luxury goods
D. None
Answer: A
68. E-tailing refers to:
A. Selling via internet or online platform
B. Door-to-door selling
C. Wholesale
D. None
Answer: A
69. Example of a contractual retail format:
A. Franchise (e.g., McDonald’s)
B. Online portal
C. Local kirana store
D. None
Answer: A
70. Recent trend in Indian retail:
A. Omni-channel integration (online + offline)
B. Cash-only business
C. Elimination of technology
D. None
Answer: A
🔹 SECTION H – EMERGING TRENDS: E-MARKETING, DIGITAL & GREEN MARKETING
71. e-Marketing means:
A. Using internet and digital tools for marketing
B. Direct door-to-door selling
C. Telemarketing only
D. None
Answer: A
72. Direct marketing aims at:
A. Generating immediate consumer response
B. Brand awareness only
C. Price reduction
D. None
Answer: A
73. Digital marketing includes:
A. SEO, SEM, social media, content marketing
B. Only online ads
C. Offline billboards
D. None
Answer: A
74. Advantage of digital marketing:
A. Measurable results and precise targeting
B. Random reach
C. High fixed cost
D. None
Answer: A
75. “SEO” in digital marketing stands for:
A. Search Engine Optimization
B. Sales Effectiveness Operations
C. System Efficiency Optimization
D. None
Answer: A
76. “SEM” stands for:
A. Search Engine Marketing
B. Social Engagement Metrics
C. Sales and Earnings Management
D. None
Answer: A
77. Green marketing refers to:
A. Promoting environmentally friendly products
B. Discount selling
C. Digital-only advertising
D. None
Answer: A
78. Example of green marketing practice:
A. Using biodegradable packaging
B. Plastic overuse
C. Excess energy usage
D. None
Answer: A
79. The main objective of green marketing is:
A. Environmental sustainability & ethical branding
B. High profit only
C. Short-term promotion
D. None
Answer: A
80. The major challenge in e-marketing is:
A. Data privacy and security
B. Warehouse space
C. Transportation
D. None
Answer: A
🔹 SECTION I – INTERNATIONAL MARKETING
81. International marketing involves:
A. Marketing goods/services beyond domestic borders
B. Domestic sales
C. Internal management
D. None
Answer: A
82. Major reason for international expansion:
A. Market diversification and growth
B. Reducing customers
C. Limiting brand scope
D. None
Answer: A
83. Exporting is suitable for:
A. Firms beginning international operations
B. Large MNCs only
C. NGOs
D. None
Answer: A
84. Licensing allows:
A. Foreign company to use firm’s technology/brand for fee
B. Joint ownership
C. 100% subsidiary
D. None
Answer: A
85. Franchising involves:
A. Replication of brand operations abroad under contract
B. Simple exporting
C. Buying raw material
D. None
Answer: A
86. Joint venture means:
A. Partnership between domestic and foreign firm
B. 100% ownership
C. Technology transfer
D. None
Answer: A
87. Wholly owned subsidiary implies:
A. Full ownership by parent firm abroad
B. Joint partnership
C. Outsourcing
D. None
Answer: A
88. Standardization in global marketing means:
A. Using same marketing strategy across countries
B. Customizing for each market
C. Changing product for local tastes
D. None
Answer: A
89. Adaptation strategy means:
A. Modifying marketing mix to local conditions
B. Using identical global products
C. Reducing prices globally
D. None
Answer: A
90. “Glocalization” refers to:
A. Think global, act local
B. Domestic only
C. Product standardization only
D. None
Answer: A
🔹 SECTION J – INTERNATIONAL MARKETING MIX & ENVIRONMENT
91. International product strategy includes:
A. Standardization vs. adaptation
B. Branding only
C. Packaging only
D. None
Answer: A
92. International pricing must consider:
A. Exchange rates, tariffs, local costs
B. Only domestic taxes
C. Production cost
D. None
Answer: A
93. Place strategy in international marketing involves:
A. Choosing distribution channels abroad
B. Domestic retailing
C. Online ads
D. None
Answer: A
94. International promotion faces challenges of:
A. Cultural and language differences
B. Technology gap
C. Cost reduction
D. None
Answer: A
95. A global brand is one that:
A. Has consistent identity and presence worldwide
B. Sells only locally
C. Changes name by region
D. None
Answer: A
96. Example of global standardization:
A. Coca-Cola’s uniform brand image worldwide
B. Local product name variation
C. Domestic sales
D. None
Answer: A
97. Political risk in international business refers to:
A. Instability in host country affecting operations
B. Advertising issues
C. Product design
D. None
Answer: A
98. Currency fluctuation affects:
A. Export pricing and profitability
B. HR policies
C. Customer service
D. None
Answer: A
99. Cultural sensitivity in global marketing requires:
A. Understanding symbols, colors, and language of host country
B. Using same ad everywhere
C. Ignoring local customs
D. None
Answer: A
100. The ultimate aim of international marketing is:
A. Global brand presence with local acceptance
B. Profit only
C. Short-term expansion
D. None
Answer: A