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Consumer Behaviour Exam, National University of Ireland Galway, 2008/2009, Exams of Consumer Behaviour

Gandhi Institute of Technology and ManagementConsumer Behaviour

Information about an exam for the consumer behaviour module (mk 206) in the national university of ireland, galway, during semester 2 in the academic year 2008/2009. The exam includes questions on various topics related to consumer behaviour, such as the five stages of the consumer decision-making process, low and high involvement decision making, maslow's hierarchy of needs, and cognitive dissonance. Students are required to answer three questions within two hours.

Typology: Exams

2011/2012

Uploaded on 11/26/2012

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Ollscoil na hÉireann, Gaillimh
National University of Ireland, Galway.
SEMESTER 2 EXAMINATION, 2008/2009
Exam Code(s): 2BC1, 2BC2, 2BC3, 2BC4, 2BC5, 3CL1, 4CL2,
1DB1, 1OA1, 1EM1.
Exam(s): Second Year B.Comm. Degree.
Mode Code(s): MK 206
Module(s) CONSUMER BEHAVIOUR
Paper No.: 1.
Repeat Paper: ____ Special Paper: ____
External Examiner(s): Professor Christopher Easingwood
Internal Examiner(s): Dr. Declan Fleming
Ms. Ann Walsh.
Instructions: Please answer three questions.
All questions carry equal marks.
Duration: Two hours.
No. of Answer Books:
Requirements:
Handout
MCQ
Statistical Tables
Graph Paper
Log Graph Paper
Other Material
No. of Pages: Two including cover page.
Department(s): Marketing
pf2

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Ollscoil na hÉireann, Gaillimh National University of Ireland, Galway. SEMESTER 2 EXAMINATION, 2008/ Exam Code(s): 2BC1, 2BC2, 2BC3, 2BC4, 2BC5, 3CL1, 4CL2, 1DB1, 1OA1, 1EM1. Exam(s): Second Year B.Comm. Degree. Mode Code(s): MK 206 Module(s) CONSUMER BEHAVIOUR Paper No.: 1. Repeat Paper: ____ Special Paper: ____ External Examiner(s): Professor Christopher Easingwood Internal Examiner(s): Dr. Declan Fleming Ms. Ann Walsh. Instructions: Please answer three questions. All questions carry equal marks. Duration: Two hours. No. of Answer Books: Requirements: Handout MCQ Statistical Tables Graph Paper Log Graph Paper Other Material No. of Pages: Two including cover page. Department(s): Marketing

CONSUMER BEHAVIOUR [MK 206]

PLEASE ANSWER THREE OF THE FOLLOWING QUESTIONS

  1. Describe in detail the five stages in the consumer decision-making process. (100 marks)
  2. a) Distinguish between Low and High Involvement Decision Making, giving examples to explain each term. (70 marks) b) Discuss three ways in which a marketing manager might increase consumer involvement in a product. (30 marks)
  3. Explain two of the following concepts and discuss their relevance from a consumer behaviour perspective: (50 marks x 2) a) Maslow’s Hierarchy of Needs. b) The Self. c) Word of Mouth with reference to both Guerrilla & Viral Marketing. (100 marks)
  4. a) Explain what is meant by Cognitive Dissonance with reference to pre-purchase and post purchase dissonance. (80 marks) b) Outline techniques a marketer might use to reduce both types of purchase dissonance. (20 marks)
  5. a) Outline the different types of Opinion Leaders. (80 marks) b) What are the characteristics of an Opinion Leader? (20 marks)
  6. Discuss what is meant by Social Class. (30 marks) Examine why Social Class is of interest to marketers. (70 marks)