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BM/APR 2009/MKT535/532/561/520

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

UNDERSTANDING CONSUMER / CONSUMER BEHAVIOUR MKT535/532/561/520 APRIL 2009 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. This question paper consists of six (6) questions Answer only four (4) questions in the Answer Booklet. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 3 printed pages
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BM/APR 2009/MKT535/532/561/520

QUESTION 1 Consumer learning can be thought of as the process by which individuals acquire the purchase and consumption knowledge and experience that they apply to future related behavior. a) In order for learning to occur, certain basic elements must be present. With example, explain four (4) basic elements which are included in most of the learning theories. (10 marks) b) What is family branding? Explain with examples the principle behind its success. (6 marks) c) Explain briefly three (3) types of reinforcement schedules used by marketers to reward customers. (9 marks)

QUESTION 2 Perception is the process by which an individual selects, organizes, and interprets stimuli into a meaningful and coherent picture of the world. a) b) Discuss with examples the three (3) ways of organizing stimuli. (10 marks) Describe five (5) influences that tend to distort objective interpretation. (10 marks) c) Explain five (5) major positioning strategies. (5 marks) QUESTION 3 a) Discuss the five (5) major types of reference group appeals that marketers can choose and explain why they use them. (15 marks) What are the factors that affect reference group influence? (10 marks)

b)

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BM/APR 2009/MKT535/532/561/520

QUESTION 4 Consumers have a vast number of attitudes towards products, services, and advertisements. a) Define attitude and explain four (4) sources of influence on attitude formation. (10 marks) Discuss five (5) attitude-changing strategies that are available to marketers. Provide example (s) where applicable. (15 marks)

b)

QUESTION 5 Communication is the transmission of a message from a sender to a receiver via a medium (or channel) of transmission. a) Briefly explain the type of message receivers. (9 marks) b) Discuss the barriers to communication that may affect the accuracy of message interpretation. (6 marks) Identify strategies that marketers can use to overcome psychological noise. Give examples. (10 marks)

c)

QUESTION 6 Motivation is the driving force within individuals that impels them to action. a) Distinguish rational versus emotional motives. Briefly explain the impact on consumer behavior. (7 marks) With example, discuss the three (3) dynamics of motivation. (10 marks) c) What is the Trio of Needs? How is understanding the Trio of Needs helpful to marketers? (8 marks)

b)

END OF QUESTION PAPER

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