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CSB711S- CONSUMER BEHAVIOUR - 2ND OPP - JULY 2025 |
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nAm I BIA un IVE RSITY
OF SCIEnCE Ano TECHnOLOGY
FACULTY OF COMMERCE, HUMAN SCIENCESAND EDUCATION
DEPARTMENT OF MARKETING, LOGISTICS AND SPORTS MANAGEMENT
QUALIFICATION : BACHELOR OF MARKETING
QUALIFICATION CODE: 07MAR
LEVEL: 7
COURSE CODE: CSB711S
COURSE NAME: CONSUMER BEHAVIOUR AND
ORGANISATIONAL BEHAVIOUR
SESSION: JULY 2025
DURATION: 3 HOURS
PAPER: THEORY (PAPER 1)
MARKS: 100
SECOND OPPORTUNITY EXAMINATION QUESTION PAPER
EXAMINER(S) DR KWABEAN ABROKWAH-LARBI
MODERATOR: MR STEWART LEWIZHI
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 PAPER CONSISTS OF _2_ PAGES (Including this front page)
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Question 1.
A company is confronted with low customer loyalty from its customer base due to the
standardisation of their marketing techniques targeted at both end-user customers and business
customers. Prepare a presentation assessing the five variations between consumer and
organisational buying behaviour that may serve as an input to the development of context-
oriented marketing techniques targeted at end-user customer markets and business customer
markets.
(25 marks)
Question 2.
a. Prepare a presentation assessing the four main influences of consumer purchase decision-
making process in a firm's market segment and its implication to marketing.
(12 marks)
b. Assess the concept of"involvement" and the role of"involvement" in the consumer decision-
making process.
(4 marks)
c. Identify and assess three "decision making effmts" consumers may apply to the purchase of
products and service.
(9 marks)
Question 3
a. Explain the concept of market segmentation and the rationale of segmentation in marketing.
(10 marks)
b. Develop a market segmentation criteria grid that can be used by your marketing depaitment
to assess requirements for effective segmentation.
(15 marks)
Question 4
a. Assess the variation between "market targeting" and "target market".
(5 marks)
b. Identify and evaluate four approaches a firm can apply to its target marketing strategy based
on their range of products.
(20 marks)
Question 5
a. Explain the concept of "Attitude" in context to consumer behaviour.
(5 marks)
b. Prepare a presentation assessing how a firm may use the "Tricomponent model of Attitude"
to suppo,t both current and potential customers in their purchase decision making process.
Support your assessment with pictorial illustration the model.
(20 marks)
Question 6
A firm is confronted low levels of consumer response to their products and service due to lack
of insight in consumer stimulus, organism and response. Prepare a presentation to the
organisation assessing the mechanism of consumer response to products and services using the
S-O-R Model. Support your assessment with an appropriate diagram of the S-O-R Model.
(25 marks)
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