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BUYER
BEHAVIOUR & CONSUMERISM
Instructions to candidates:
a) Time
allowed: Three hours (plus an extra ten minutes’ reading time at the start – do
not write anything during this time)
b)
Answer any FIVE questions
c) All
questions carry equal marks. Marks for each question are shown in [ ]
1.
Discuss the stages of the family life cycle and explain how the model can be
effectively used in the marketing of products and services. [20]
2.
Describe the factors that can affect the decoding and comprehension of
promotional messages and provide examples to support your recommendations. [20]
3.
Distinguish between quantitative and qualitative research and evaluate THREE
qualitative research techniques that can be used in consumer motivation
research. [20]
4.
Explain what you understand by the following terms:
a)
Absolute threshold
b)
Differential threshold
c)
Subliminal perception [20]
5.
Critically appraise Sigmund Freud’s psychoanalytic theory of personality and
explain how it can be
utilised
by marketing management. [20]
6.
Three basic concepts derive from classical conditioning – repetition, stimulus generalisation and stimulus discrimination. Explain EACH
concept and summarise their importance to understanding consumer behaviour.
[20]
7.
Write notes on THREE of the following:
a)
Opinion leadership
b)
Reference groups
c)
Benefit segmentation
d)
Perceptual mapping [20]
8. ‘Attitude
is a learned predisposition to behave in a consistently favourable or
unfavourable way with respect to a given object.’ Comment on this statement and
identify situational factors that can influence attitudes. [20]