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CSB711S - CONSUMER BEHAVIOUR - 1ST OPP - JUNE 2022 |
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nAmlBIA UnlVERSITY
OF SCIEnCE Ano
FACULTY OF COMMERCE, HUMAN SCIENCE AND EDUCATION
DEPARTMENTOF MARKETINGAND LOGISTICS
QUALIFICATION:BACHELOROF MARKETING
QUALIFICATION CODE: 07MARB
LEVEL: 7
COURSECODE:CSB711S
COURSENAME: CONSUMER BEHAVIOUR
SESSION:JUNE 2022
DURATION: 3 HOURS
PAPER:FIRSTOPPORTUNITY
MARKS: 100
FIRST OPPORTUNITY QUESTION PAPER
EXAMINER(S} MS. B.M. VAN NIEKERK(FT/PT)
MS. C. DU PLESSIS(DISTANCE)
MODERATOR: MR. STEWART LUWIZHI
INSTRUCTIONS
1. Answer ALL the questions.
2. Read all the questions carefully before answering.
3. Number the answers clearly
4. Write as legible as possible, and as precise as possible
s. Indicate your class lecturer's name on your answer sheet
THIS QUESTION PAPERCONSISTSOF _3_ PAGES(Including this front page)
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SECTION A: DESCRIPTIVE QUESTIONS
Present your answers in the examination booklet provided.
[SO marks)
QUESTION 1
[9 marks)
Differentiate between the following terms by making use of examples to motivate your answers.
1.1 Societal marketing concept vs. Marketing concept
(3)
1.2 Reliability vs. Validity
(3)
1.3 Positioning vs. Market targeting
(3)
QUESTION 2
(4 marks)
Identify the four (4) important perceptual selection concepts.
QUESTION 3
(2x2 = 4 marks)
Distinguish between the two (2) major learning theories.
QUESTION 4
(18 marks)
A marketing research project might have two types of objectives when it comes to conducting primary
research. Identify and describe the two (2) types of primary research processes, as well as the
techniques that can be followed to gather information for a research project.
QUESTIONS
(Sx3=1S marks)
Name and discuss, with the aid of examples, what happens to a consumer during each of the five
stages of the adoption process when purchasing a product or service.
SECTION B: APPLICATION QUESTIONS
[SO marks)
Read through the following case study and answer the questions that follow.
Coronavirus presents a few challenges to brands and policy makers. As consumers take protective
actions against the virus, their health/financial concerns and behavioral adjustments will continue to
have an enormous social and economic impact. In affected areas, countries are already observing
drastic changes in consumer behavior such as bulk buying, a surge in low contact commerce, and
crowd avoidance/cocooning. As the fear of the coronavirus spreads, consumers have been flocking to
stores to stockpile emergency supplies, resulting in empty shelves as retailers can't keep up with
demand. During the outbreak phase, Namibia has registered growth in the sales of hygiene and
epidemic associated products like masks, hand sanitizers, household cleaning solutions and medicines.
There is also a steady rise of online education market.
QUESTION 6
(40 marks)
6.1 Differentiate between consumers rational and emotional motives to purchase hygiene products
during the coronavirus outbreak phase.
(4)
6.2 Identify two (2) consumption specific segmentation variables which hygiene products such as
hand sanitisers uses for their product and explain how these are implemented to affect
consumer behaviour.
(4)
6.3 Explain how companies selling hygiene products can implement the evaluation criteria in the
selection of potential target markets.
(10)
6.4 Identify which targeting implementation segmentation strategy is used by companies selling
hygiene products. Provide reasons for your answer.
(2)
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6.5 Name any four (4) consumers' perceived risks regarding the outbreak of the coronavirus on their
purchasing decisions for certain products and explain each of them by making it applicable to
the case study.
(8)
6.6 Name and discuss, with the aid of examples, the four (4) basic motivational functions that
consumers is trying to fulfill with their change in consumer behavior such as bulk-buying due to
the outbreak of the coronavirus.
(8)
6.7 Distinguish between central route to persuasion and peripheral route to persuasion. Motivate
your answer by applying the case study
(4)
QUESTION 7
(Sx2=10 marks)
Explain the various ways in which culture is learned and expressed in various ways.
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