Postgraduate Diploma in Marketing June 2016 Examination Exploring Consumer Behaviour (ECB)
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1 Postgraduate Diploma in Marketing June 2016 Examination Exploring Consumer Behaviour (ECB) Date: 16 June 2016 Time: 0930 Hrs 1230 Hrs Duration: Three (03) Hrs Total marks for this paper is 100 marks. There are three parts in this question paper. All questions in Part One and Part Two are COMPULSORY. Part One includes 20 Compulsory multiple-choice questions. Select the most appropriate answer from the given choices and mark it in the given space in the answer book. Part Two includes 06 Compulsory short answer questions. Part Three includes 02 Essay Type Questions. Answer only 01 Question from this part. Instructions to candidates 1 State your Registration Number on the front cover of the answer book and on each and every additional paper attached to it. Your name must not appear anywhere in the answer book or answer scripts 2. Always start answering a question on a new page 3. You are reminded that answers should not be written in pencil or red pen except in drawing diagrams 4. Answer the questions using: Effective arrangement and presentation Clarity of expression Logical and precise arguments Clear diagrams and examples where appropriate 5. Illegible hand writing and language errors will be penalised
2 PART ONE Read the question and select the most appropriate answer out of the four given choices Tick your choice in the given space in the answer booklet Question 01 Question 01.1 What is not a criterion for effective targeting? a. Sizeable b. Identifiable c. Accessible d. Achievable Question 01.2 Culture is made of many elements. What is not an element of culture? a. Customs b. Language and Symbols c. Rituals d. Human Rights Question 01.3 Qualitative consumer research includes: a. Focus Groups b. Depth Interviews c. Projective Techniques d. All of the above Page 2 of 10
3 Question 01.4 Marketers have many options in selecting the appeal to be conveyed by a promotional message. Advertising appeals commonly used are; a. Fear b. Humour c. Comparative Advertising d. All of the above Question 01.5 The variable that is not used to evaluate social class membership is: a. Occupation b. Income c. Education d. Age Question 01.6 There are four different views or models of consumer decision making. What is not considered as one of them? a. Economic view b. Legal view c. Passive view d. Emotional view Question 01.7 Which one of the following is not an element of consumer learning? a. Cues b. Curiosity c. Reinforcement d. Response Page 3 of 10
4 Question 01.8 The minimal difference that can be detected between two stimuli is called: a. Absolute Threshold b. Differential Threshold c. Subliminal Threshold d. Sensation Threshold Question 01.9 Three distinct properties are of central importance in the study of personality. What is not a property in the nature of personality? a. Personality reflects individual differences b. Personality is consistent and enduring c. Personality can change d. Personality is emotional Question What is one of the major theories on behavioural learning? a. Freudian Theory b. Trait Theory c. Classical Conditioning Theory d. Maslow s Theory Question Output portion of the consumer decision making model concerns two closely associated kinds of activities. One of them is: a. Purchase Behaviour b. Pre purchase Search c. Need Recognition d. Evaluation of Alternatives Page 4 of 10
5 Question The value inherent in a well-known brand name is called: a. Brand Equity b. Brand Value c. Brand Recall d. Brand Perception Question According to the tri component attitude model, attitude consists of three major components. What is not a component? a. Cognitive Component b. Affective Component c. Conative Component d. Augmented Component Question What is the risk of a poor product choice may result in social embarrassment? a. Psychological Risk b. Physical Risk c. Social Risk d. Financial Risk Question What are the components of an innovation decision model? a. Knowledge, evaluation, retention, behaviour b. Knowledge, persuasion, decision, confirmation c. Knowledge, evaluation, purchase, post purchase evaluation d. Knowledge, attention, interest, action Page 5 of 10
6 Question Which one of the following is the most suitable product positioning strategy to be used for a budget hotel? a. Top of the Range b. Value for Money c. Trusted d. Sophisticated Question 01: 17 Systematic approach for measuring social class falls in to two main categories. They are; a. Objective measures and subjective measures b. Objective measures and behavioural measures c. Subjective measures and social class measures d. Objective measures and demographic measures Question Which of the following is not identified as a self-image type under consumer behaviour? a. Social Self-image b. Ideal Self-image c. Situational Self-image d. Ideal social Self-image Question Which one of the following is not an advantage of focus groups? a. Less Time Consumption b. More Descriptive c. Detailed Customer Insights d. Information Readily Available Page 6 of 10
7 Question In traditional family life cycle, empty nest stage is also called: a. Bachelorhood b. Post Parenthood c. Dissolution d. Parenthood (Total 20 Marks) Page 7 of 10
8 PART TWO This part includes SIX Compulsory short answer questions. Answer all questions Question 02 Discuss the differences between the absolute threshold and differential threshold. In your opinion which one is more important? Question 03 Briefly describe four (04) types of self-images a consumer might possess or desire to possess. Question 04 If you were to buy a newly introduced smart phone brand from a newly opened mobile phone agent, identify with examples five (05) types of risk you may experience after the purchase. Question 05 Briefly explain how a TV program of your choice would transmit the cultural beliefs, values and customs. Question 06 Explain with an example the difference between intrinsic and extrinsic needs. Page 8 of 10
9 Question 07 Compare the major characteristics in the Freudian Theory, Non Freudian Theory and Trait Theory. (Total 60 Marks) Page 9 of 10
10 PART THREE This part includes TWO Essay Type Questions Answer only ONE question from this part Question 08 a. Explain five (05) criteria for effective targeting with examples. b. Illustrate how three of those concepts can be used to develop a marketing strategy for a product of your choice. (Total 20 Marks) Question 09 a. Explain five (05) stages of the traditional family life cycle and the use of it for modern marketers. b. You are the owner of a family restaurant which caters to upper-middle class consumers. Explain how you would use social class differences to influence media selection, communication style, payment methods and restaurant ambience. (Total 20 Marks) (Total 100 Marks) -END- Page 10 of 10
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