Jammu University Non CBCS
Marketing Management Previous Year Question Paper
1st Semester
MK-101
Jammu University NON CBCS Marketing Management 1st Semester Previous Year Question Paper
Course Title: Consumer Behaviour and Marketing Research
Semester: 1st Semester (B.A. / BBA – NON CBCS)
University: University of Jammu
Total Marks: 100
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Theory: 80 Marks
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Internal Assessment: 20 Marks
Exam Duration: 3 Hours
📘 Detailed Syllabus
UNIT – I: Introduction to Consumer Behaviour
- Overview of Consumer Behaviour and its relevance in marketing management.
- Relationship between Consumer Behaviour and Marketing.
- Trends in Consumer Behaviour.
- Models of Consumer Behaviour:
- Howard Sheth Model
- Engel-Kollat-Blackwell Model
- Nicosia Model
UNIT – II: Individual Determinants of Consumer Behaviour
- Consumer Perception
- Consumer Learning and Motivation
- Personality and Lifestyle
- Attitude and Behaviour formation
UNIT – III: External Influences on Consumer Behaviour
- Family Influences
- Social Class and Cultural Influences
- Reference Groups and Opinion Leaders
- Group Dynamics in consumer decision-making
UNIT – IV: Consumer Decision Making Process
- Concept and Stages of Consumer Decision Making
- Models of Decision Making
- Opinion Leadership and Communication Flow
- Adoption and Diffusion of Innovation in consumer markets
UNIT – V: Marketing Research
- Meaning and Concept of Marketing Research (MR)
- Difference between MR and MIS (Marketing Information System)
- Evolution and Growth of MR
- Types and Role of MR in Decision Making
- Components and Process of Marketing Research
- Ethics in Marketing Research
- Emerging Trends in Marketing Research
📜 Previous Year Important Questions
🔹 Unit I
- What is Consumer Behaviour? Explain its importance in marketing.
- Discuss the Howard Sheth Model of consumer behaviour.
- Differentiate between Consumer Behaviour and Marketing Management.
- Write short notes on Trends in Consumer Behaviour.
🔹 Unit II
- Explain the concept of Consumer Perception and its stages.
- Discuss the role of Personality and Motivation in Consumer Behaviour.
- What are Attitudes? How are they formed and changed?
- Write short notes on Lifestyle and Consumer Learning.
🔹 Unit III
- How does Family influence consumer decision-making?
- Explain Social Class and its effect on buying behaviour.
- Discuss the role of Reference Groups in consumer behaviour.
- Write short notes on Cultural Influences and Group Dynamics.
🔹 Unit IV
- Define Consumer Decision Making. Explain its process with diagram.
- Discuss the Adoption and Diffusion of Innovation process.
- Explain the concept of Opinion Leadership in marketing.
- Write short notes on Communication Flow in Consumer Decisions.
🔹 Unit V
- What is Marketing Research? Explain its role in managerial decisions.
- Differentiate between Marketing Research and Marketing Information System (MIS).
- Discuss the Marketing Research Process in detail
- Write short notes on:
- Ethics in Marketing Research
- Emerging Trends in Marketing Research
🧾 Exam Pattern
- Paper will contain 10 questions (2 from each unit).
- Students have to attempt 5 questions, one from each unit.
- All questions carry equal marks.
- Both theory and practical examples are expected in answers.
📚 Recommended Books
- Schiffman, L.G. & Kanuk, L.L. – Consumer Behaviour (Pearson Education)
- Loudon, D.L. & Della Bitta, A.J. – Consumer Behaviour: Concepts and Applications
- Kothari, C.R. – Research Methodology: Methods and Techniques
- Boyd, Harper W. & Westfall, R. – Marketing Research: Text and Cases
- Engel, Blackwell & Miniard – Consumer Behaviour
💡 Exam Preparation Tips
✅ Prepare definitions + models (Howard Sheth, EKB, Nicosia).
✅ Learn examples from Indian brands (e.g., how family or culture affects buying).
✅ Understand decision-making stages and MR process steps clearly.
✅ Write diagram-based answers wherever possible.
✅ Focus on short notes (for 4-mark questions).
✨ Conclusion
The Jammu University NON CBCS Marketing Management 1st Semester paper focuses on understanding how consumers make decisions and how marketing research supports those decisions. To score high, emphasize models, real-world applications, and clear conceptual clarity.