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Ollscoil na hÉireann, Gaillimh National University of Ireland, Galway.
SEMESTER 2 EXAMINATION, 2009/
Exam Code(s): 2BC1, 2BC2, 2BC3, 2BC4, 2BC5, 3CL1, 4CL2, 4BI1, 4BI2, 1DB1, 1OA1, 1EM1, 1PIB1.
Exam(s): Second Year B.Comm. Degree.
Mode Code(s): MK 206 & MK 203 & MK 289
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
Other Material
No. of Pages: Two including cover page.
Discipline(s): Marketing
CONSUMER BEHAVIOUR [MK 206 & MK 203 & MK 289]
PLEASE ANSWER THREE OF THE FOLLOWING QUESTIONS
- Describe the first four stages in the complex decision making process for the purchase of a mobile phone. (80 marks)
With regard to the fifth stage of the decision-making-process i.e. “outcome”, outline the steps a marketing manager might take to reduce post purchase dissonance. (20 marks)
- Why is “learning” important to marketers. (20 marks)
Outline the two main Behavioural Learning theories, giving two marketing applications for each. (80 marks)
- Explain any two of the following concepts and discuss their relevance from a Consumer Behaviour perspective: - Motivational Conflict - Measuring Values - Sustainability - The functions of attitudes (100 marks)
- Discuss what is meant by ‘Reference Group’ and describe four different types of reference groups. (50 marks)
Explain what is meant by “Social Power”, giving examples of four power bases. (50 marks)
- 75% of the EU’s wealth is reputedly held by the over 50’s. Discuss the implication for marketers of this powerful consumer group. (100 marks)
