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CSB711S- CONSUMER BEHAVIOUR-2ND OPP- JULY 2024 |
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n Am I BI A u n IVER s I TY
OF SCI En CE Ano TECH n O LOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORT MANAGEMENT
QUALIFICATION: BACHELOROF MARKETING
QUALIFICATION CODE: 07MARB
LEVEL: 7
COURSE CODE: CSB711S
COURSE NAME: CONSUMER BEHAVIOUR
SESSION:
JULY 2024
PAPER:
THEORY
DURATION:
3 HOURS
MARKS:
100
EXAMINER(S)
SECOND OPPORTUNITY EXAMINATION PAPER
MR. PETERHAUFIKU(FT/ PT/ DI)
MODERATOR: MR. STEWARTLUWIZHI
INSTRUCTIONS
1. This paper comprises FIVE (5) questions
2. Answer ANY FOUR (4) questions.
3. Read all the questions carefully before answering.
4. Marks for each question are indicated at the end of each question
5. Write clearly and neatly.
6. Number the answers clearly.
THIS EXAMINATION PAPER CONSISTS OF 2 PAGES (Including this front page)
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Question 1
{25 Marks)
Explain Maslow's Hierarchy of Needs and discuss how marketers in Namibia can apply these
concepts to tailor their products and campaigns to meet the specific needs of different consumer
segments.
Question 2
{25 Marks)
Describe the four elements of learning theories and provide examples of how these can be
utilized by marketers to influence consumer behaviour in Namibia, especially in digital marketing.
Question 3
{25 Marks)
Explain the Tricomponent Model of attitude and its relevance to advertising strategies tailored
for the Namibian audience.
Question 4
{25 Marks)
Explain the Traditional Family Life Cycle and its implications for marketing household products in
Namibia. Provide examples of how businesses might target different stages of the life cycle.
Question 5
(25 marks)
Analyze the provided positioning map. Discuss how understanding positioning maps can assist
Namibian companies in differentiating their products and capturing market share in
competitive sectors.
Positioning Map - Cosmetics
Premium
Dior
Elm
High Utility & ____
Performance
Neuuq:eiia-
~OREAL
___;:=.,::...,_--f,--------
Low Utility &
REVLDN
Performance
.<MCA
MAYBELLINE
~•••~ L~
lll:ll:!
gm
(1Jy-
AVON
C6my!Mallwtm
PocketFriendly
<Pq(D'M-2
END OF EXAMINATION
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