Demographics and Social Stratification

AUTUMN (REPEAT) EXAMINATION, 2010/2011 Exam Code(s) Exam(s) path Code(s) Module(s) constitution No. Repeat Paper 2BC1, 2BC2, 2BC3, 2BC4, 2BC5, 2BCA1, 3CL1, 4CL2, 4BI1, 4BI2, 1DB1, 1OA1, 1EM1, 1PIB1. Second Year B. Comm. Degree. MK 206 & MK 203 & MK 289 CONSUMER / BUYER behaviour 1. ____ Special Paper ____ External Examiner(s) immanent Examiner(s) Professor Peter Naude Dr. Declan Fleming Ms. Ann Walsh Ms.Orla Higgins Please function three questions. All questions carry come to marks. twain hours. Release to Library Yes ? instruction manual Duration No. of Answer Books Requirements acquittance Other Material No. of Pages Discipline(s) Two including cover page. Marketing CONSUMER / BUYER demeanour MK 206 & MK 203 & MK 289 PLEASE ANSWER THREE OF THE followers QUESTIONS 1. What is meant by perception? (20 marks)Give a exposit description of the factors a marketer must(prenominal) take into account when devising a campaign to get the attention of consumers. (80 marks) 2. ho ld forth the nature of situational influence on consumer get behaviour. (100 marks) Explain any two of the pastime concepts and discuss their relevance from a Consumer behaviour perspective Elaboration Likelihood shape Fishbein Model Self Concept The flipper Step Consumer Behaviour Decision-Making Model (100 marks) . 4. What is meant by Cognitive Learning? (20 marks) Describe two main Cognitive Learning Theories, big examples of how these theories can be applied in marketing. (80 marks) 5. Describe the household decision-making process for childrens products. In your answer outline determinants of family get roles (role specialisation, involvement, characteristics) and describe how conflicts are resolved. (100 marks)