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CBS711S - CONSUMER BEHAVIOUR IN SPORT - 2ND OPP - JULY 2022 |
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n Am I BI A u n IVER s I TY
OF SCI En CE
TECH n OLOGY
FACULTY OF MANAGEMENT SCIENCES
DEPARTMENT OF MARKETING AND LOGISITICS
QUALIFICATION: BACHELOROF SPORTMANAGEMENT
QUALIFICATION CODE: 07BOSM
LEVEL: 7
COURSE CODE: CBS711S
COURSE NAME: CONSUMER BEHAVIOUR IN SPORT
SESSION:
DURATION:
JULY 2022
3 HOURS
PAPER:
MARKS:
THEORY
100
EXAMINER{S)
SECOND OPPORTUNITY EXAMINATION
DR. MAXWELL CHUFAMA
MODERATOR: MR. PETERHAUFIKU
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.
7. Start each question on a new page.
THIS SECOND OPPORTUNITY EXAM PAPER CONSISTS OF 2 PAGES (Including this front page}
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Question 1 {25 marks)
Simply put, people are motivated to watch or participate in a sport activity or sport event because
the behavior has certain attractive outcomes. At the basic level, sport consumer motivation
reflects desires to satisfy an internal need or receive a benefit through acquisition. Using practical
sport examples, explain the sport consumer motivation process using the following five basic
stages;
a) Need recognition
(5 marks)
b) Tension reduction
(5 marks)
c) Drive state
(5 marks)
d) Want pathway
(5 marks)
e) Goal behaviour
(5 marks)
Question 2 (25 marks)
In your own opinion, explain any fan engagement best practices on a match or non-match day in
any sport, team or club of your choice.
(25 marks)
Question 3 {25 marks)
Marketers are very much interested in the link between personality traits and sport consumer
behaviour. On the following traits list, choose five (5) traits that you can explain with practical
examples on how they influence sport marketing strategies;
a) Consumer innovativeness
(5 marks)
b) Sensation seeking
(5 marks)
c) Variety seeking
(5 marks)
d) Dogmatism
(5 marks)
e) Social character
(5 marks)
f) Need for uniqueness
(5 marks)
Question 4 (25 marks)
No doubt, sports and the sports industry have incredible impact on various economies; locally,
internationally and globally. With the support of Namibian examples, describe the nature of
sport products and services in the following facets;
a) Sports entertainment
(8 marks)
b) Sports products
(8 marks)
c) Sports support organisations
(9 marks)
Question 5 {25 marks)
Using examples, discuss how the following environmental factors influence an individual's
sporting involvement;
a) Parents, friends, family, coaches and peers
(8 marks)
b) Cultural norms and values
(8 marks)
c) Social class factors
(9 marks)
END OF SECOND OPPORTUNITY EXAMINATION
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