Question One
What roles would you expect a husband, a wife and their young child to play in the purchase of the following items?
Child’s play tea set
Car
Choice of fast food outlet
(10 marks)
From your local community, give examples of how cultural factors influence buying preferences.
(10 marks)
Complexity in understanding consumer behavior is as a result of its multi-disciplinary nature. Discuss the disciplines in consumer behavior.
(10 marks)
Question Two
Describe classical conditioning theory by Ivan Pavlov and using relevant examples discuss its application in influencing consumer behavior.
(10 marks)
What do you understand by the term self-concept?
(5 marks)
Explain the influence of reference groups in buying behaviour.
(5 marks)
Question Three
What do you understand by the term cognitive dissonance? Briefly explain how marketers can reduce cognitive dissonance.
(10 marks)
Explain the importance of Consumer Research.
(10 marks)
Question Four
Define perception and explain how perception affects a consumer’s purchase decision.
(10 marks)
Describe Maslow’s Hierarchy of needs and Herzberg’s two factor theory and explain their application in consumer behaviour.
(10 marks)
Question Five
Identify and briefly explain four buying situations a consumer is likely to encounter while purchasing faster moving consumer goods. Explain how marketers can make marketing decisions.
(10 marks)
Discuss the following concepts as used in consumer behaviour
Selective attention
Selective distortion
Selective retention
(10 marks)
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