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CBS711S - CONSUMER BEHAVIOUR IN SPORTS - 2ND OPP - JULY 2025 |
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n Am I BI A u n IVER s I TY
OF SCIEnCE
Ano TECHnOLOGY
FACULTYOF COMMERCE,HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORT MANAGEMENT
QUALIFICATION: BACHELOROF SPORTMANAGEMENT
QUALIFICATION CODE: 07BSMN
LEVEL: 7
COURSE CODE: CBS711S
COURSE NAME: CONSUMERBEHAVIORIN SPORT
SESSION:
JULY 2025
PAPER:
THEORY
DURATION:
3 HOURS
MARKS:
100
EXAMINER(S)
SECOND OPPORTUNITY EXAMINATION
MR. PETERHAUFlKU(FT/ PT/ DI)
MODERATOR: Mrs. T'NEIL YOUNG
INSTRUCTIONS
1. This paper comprises FIVE (5) questions.
2. Answer ALL FIVE (5) 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 3 PAGES (Including this front page)
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Question 1
1.1 Define the term attitude formation in sport consumer behavior and explain why it is
important for sport marketers.
(5 Marks)
1.2 Discuss the following functions of attitude and how they influence consumer responses in
sport marketing, using relevant sport examples:
A. Utilitarian function
B. Ego-defensive function
C. Value-expressive function
D. Knowledge function
(5 Marks)
(5 Marks)
(5 Marks)
(5 Marks)
QUESTION 2
With practical Namibian examples, discuss the following key categories of the sport product and
service offering:
A. Competitive sporting events and their entertainment value
B. Tangible and intangible sport products
C. The role of regulatory or support bodies in the sport ecosystem
(8 Marks)
(8 Marks)
(9 Marks)
QUESTION 3
Explain the stages of the Psychological Continuum Model (PCM) and provide suitable strategies
to enhance consumer movement through these stages:
A. Initial Awareness and Fan Introduction
B. Creating Fan Interest and Emotional Pull
C. Strengthening Loyalty and Personal Relevance
D. Developing Committed Advocates and Lifelong Supporters
(6 Marks)
(6 Marks)
(6 Marks)
(7 Marks)
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QUESTION4
Define sports sponsorship and critically analyse the mutual benefits it creates for both corporate
sponsors and sport entities.
Support your answer with at least two examples from local or international sport sponsorship
deals.
(10 Marks)
QUESTION5
Interpret the image provided during the exam and explain its relevance to the sport consumer
journey or marketing funnel.
Relate your discussion to real examples in the sport context.
(15 Marks)
END OF EXAMINATION
3
Total Marks = 100