Demographics and Social Stratification

AUTUMN (REPEAT) EXAMINATION, 2010/2011 Exam Code(s) Exam(s) Mode Code(s) Module(s) Paper No. Repeat Paper 2BC1, 2BC2, 2BC3, 2BC4, 2BC5, 2BCA1, 3CL1, 4CL2, 4BI1, 4BI2, 1DB1, 1OA1, 1EM1, 1PIB1. Second Year B. Comm. Degree. MK 206 & MK 203 & MK 289 CONSUMER / vendee BEHAVIOUR 1. ____ Special Paper ____ External Examiner(s) Internal Examiner(s) Professor Peter Naude Dr. Declan Fleming Ms. Ann Walsh Ms.Orla Higgins Please answer three questions. All questions carry equal marks. Two hours. expiration to Library Yes ? Instructions Duration No. of Answer Books Requirements Handout Other Material No. of Pages Discipline(s) Two including cover page. Marketing CONSUMER / BUYER BEHAVIOUR MK 206 & MK 203 & MK 289 enthrall ANSWER THREE OF THE FOLLOWING QUESTIONS 1. What is meant by perception? (20 marks)Give a detailed description of the factors a marketer must take into account when devising a campaign to get the attention of consumers. (80 marks) 2. Discuss the nature of situational influenc e on consumer buying behaviour. (100 marks) Explain any two of the following concepts and discuss their relevance from a Consumer Behaviour perspective Elaboration Likelihood Model Fishbein Model Self Concept The Five Step Consumer Behaviour Decision-Making Model (100 marks) . 4. What is meant by Cognitive teaching? (20 marks) Describe two main Cognitive Learning Theories, giving examples of how these theories can be applied in marketing. (80 marks) 5. Describe the household decision-making process for childrens products. In your answer outline determinants of family purchase roles (role specialisation, involvement, characteristics) and describe how conflicts are resolved. (100 marks)