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BM/OCT 2009/MKT535/532/561/520

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

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

INSTRUCTIONS TO CANDIDATES 1. 2. 3. 4. This question paper consists of six (6) questions. Answer 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/OCT 2009/MKT535/532/561/520

QUESTION 1 a) Consumers must learn almost everything related to being a consumer-product existence, performance, availability, values, preference and so forth. Distinguish between learning via classical conditioning and learning that occurs via operant conditioning. (10 marks) Purchase loyalty leads to a higher market share and attitudinal loyalty often enables marketers to charge a higher price for the brand relative to the competition. Identify and discuss the three (3) groups of drivers of consumer loyalty, and the four (4) types of loyalty that these influences produce. (15 marks)

b)

QUESTION 2 a) Marketers have intuitively felt that what consumers purchase, when and how they consume, are likely to be influenced by personality factors. Describe with examples the following personality factors and explain how they implicate marketers: (i) (ii) (iii) (iv) (v) consumer innovativeness dogmatism variety-novelty seeking consumer materialism Ethnocentrism (20 marks) b) Identify ways in which possessions can extend the self. (5 marks) QUESTION 3 a) The rate of adoption refers to how quickly it takes a new product or service to be accepted by those who will ultimately adopt it. Explain the marketing significance of rate of adoption and how slower rate of adoption can be beneficial to the marketer. (10 marks) b) Identify and explain examples of the five (5) stages of the adoption process. (15 marks)

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BM/OCT 2009/MKT535/532/561/520

QUESTION 4 a) Discuss any five (5) consumption differences between under-privileged and aboveaveraged consumers. (15 marks) How do you assign people to social classes? Discuss consumption cues you would use to determine their social standing. (10 marks)

b)

QUESTION 5 a) Identify and discuss any five (5) new emerging households that have become important to marketers with the change in society. (5 marks) Discuss any five (5) factors that help to determine whether decision will be made jointly or autonomic. (20 marks)

b)

QUESTION 6 One of the fundamental question that marketers must answer about consumer behavior is why do people buy product or service. To answer this question, it requires an understanding of consumer motivation. Discuss consumer motivation and explain how it influences the consumption behavior. (25 marks)

END OF QUESTION PAPER

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