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BM/APR 2008/MKT535/532/561/520
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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
4.
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BM/APR 2008/MKT535/532/561/520
QUESTION 1
Discuss the involvement theory and its strategic applications for marketers. (25 marks) QUESTION 2 The degree of influence that a reference group exerts on an individual behavior usually depends on various factors. Using relevant examples explain how and why these factors influence consumer behavior. (25 marks)
QUESTION 3 a) "Personality reflects individual differences." Discuss this statement. (10 marks) b) How do inner-directed people differ from other-directed people and how does that implicate marketers? (6 marks)
c)
A variety of different self-images have been recognized in consumer behavior. Identify and briefly explain the three (3) kinds of self-image. (9 marks)
QUESTION 4 a) One important concept of perception is the differential threshold. What do you understand by the Weber's law and how do marketers take advantage of the j.n.d.? (10 marks) b) Perceived risk is defined as the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions. i) Name and describe five (5) types of perceived risk consumers have to deal with? (10 marks) ii) Suggest five (5) risk-reduction strategies that might be useful to consumers. (5 marks)
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BM/APR 2008/MKT535/532/561/520
QUESTION 5
In the context of consumer behavior, culture is defined as the sum total of learned beliefs, values, and customs that serve to regulate the consumer behavior of members of a particular society. a) Identify and describe the three levels of subjective culture that are especially relevant to the exploration of consumer behavior and formation of marketing strategy. (9 marks) b) Name four (4) core values of a society. relevance to consumer behavior. Explain their general features and their (16 marks)
QUESTION 6 a) Opinion leaders are considered to be highly credible sources of information. Why is this so? (5 marks) Describe the generalized profile of opinion leaders. (10 marks) c) Identify and discuss five (5) characteristics that typify a modern social system. (10 marks)
b)
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