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CSB711S- CONSUMER BEHAVIOUR - 1ST OPP - JUNE 2025 |
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nAmlBIA UnlVERSITY
OF SCIEnCE AnD TECHn0L0GY
FACULTYOF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENTOF MARKETING, LOGISTICSAND SPORTSMANAGEMENT
QUALIFICATION: BACHELOROF MARKETING
QUALIFICATIONCODE: 07MAR
LEVEL: 7
COURSECODE: CSB711S
COURSENAME: CONSUMER BEHAVIOUR AND
ORGANISATIONAL BEHAVIOUR
SESSION:JULY 2025
DURATION: 3 HOURS
PAPER:THEORY(PAPER 1)
MARKS: 100
FIRSTOPPORTUNITYEXAMINATION QUESTION PAPER
EXAMINER{S) DR l<WABEAN ABROl<WAH-LARBI
MODERATOR: MR STEWARTLUWIZHI
INSTRUCTIONS
1. This examination paper consists of SIX QUESTIONS
2. Answer any FOUR QUESTIONS
3. Read all the questions carefully before answering.
4. Start each question on a fresh page
5. Write clearly and neatly, and number the answers clearly
THIS QUESTION PAPERCONSISTSOF _3_ PAGES(Including this front page)
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Question 1
A company wants to increase its value-based market by focusing on growing its business
customer segment. Developing business customer segment requires understanding
organisational decision-making process.
a. Prepare a presentation on the organisational decision-making process and how the company
can leverage it to develop its business customer market. Underpin your assessment with pictorial
representation of the organisational buying/purchase decision-making process.
(12 marks}
b. Assess any three main factors that influence organisational buyer behaviour and how the firm
can apply them to its value-based market development.
(13 marks)
Question 2
a. Assess the reason why the post-purchase evaluation stage of the consumer decision making
process is considered the most critical stage for a business organisation.
(10 marks)
b. Assess the interactive mechanism between the two aspects of consumer "involvement" and
consumer "attitude". Support your assessment with a pictorial representation of the two
interactive mechanism scenarios.
(15 marks)
Question 3
a. Use the "Bases for Segmentation" matrix to assess the types of segmentation schemes an
organisation may apply to its market segmentation strategy.
(13 marks)
b. Identify and assess four main market segmentation domains a film may apply in segmenting
its consumer market in Swakopmund and Walvis Bay.
(12 marks)
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Question 4
a. A firm is faced with the challenge of dwindling consumer interest due to their inability to
incorporating consumer needs and preference into their product and service development.
Prepare a presentation to the firm assessing how they can use "Maslow's Hierarchy of Needs" to
guide the incorporation of consumer needs and preferences into products and services and
increase consumer interest.
(13 marks)
b. Assess the association between "consumer involvement" and "consumer learning", and the
implication of such association on the consumer purchase decision making process.
Question S
(12 marks)
a. Explain the concept of "buying and disposing consumer behaviour" to a group of budding
marketers within the Windhoek Municipality.
(S marks)
b. Prepare a presentation assessing the four key aspects of "buying and disposing" consumer
behaviour your firm should incorporate in new product development strategy.
(10 marks)
c. Assess three important reasons why understanding "buying and disposing" consumer
behaviour is critical to your firm.
Question 6
(10 marks)
a. State the theory of"diffusion of innovation" and assess the rationale behind it.
(10 marks)
b. Assess the consumer behaviour of the five adopter categories in the "diffi1sion of innovation"
theory. Underpin your assessment with examples and graphical analysis depicting the distribution
of the five adopter categories.
(15 marks)
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