2019-01-25T11:34:04+00:00 Assignments

Discuss the stages of the family life cycle and explain how the model can be effectively used in the marketing of products and services

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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]


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