Postgraduate Diploma in Marketing June 2017 Examination Exploring Consumer Behaviour (ECB) Date: 19 June 2017 Time: 0830 Hrs 1130 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
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 trigger of perceptual interpretation of stereotyping? a) Physical appearance b) Descriptive terms c) First impression d) Brand image Question 01.2 Statement A Psychological and physiological needs do not affect the buying decisions. Statement B New needs emerge as old ones are satisfied a) A is correct and B is incorrect b) A is incorrect and B is correct c) Both A & B correct d) Both A & B both incorrect Question 01.3 The correct order of Maslow s hierarchy of needs; a) Physiological needs, safety needs, ego needs, social needs, self-actualization b) Physiological needs, social needs, safety needs, ego needs, self-actualization c) Physiological needs, ego needs, social needs, safety needs, self-actualization d) Physiological needs, safety needs, social needs, ego needs, self-actualization Question 01.4 The needs that are learned from parents, social environment and interactions with each other is called; a) Physiological needs b) Psychological needs c) Social needs d) Safety needs Page 2 of 8
Question 01.5 What does not fall into a personality group? a) Compliant individuals b) Aggressive individuals c) Passive individuals d) Detached Individuals Question 01.6 There are four components in self-image. Select the one that is not a component. a) Actual self-image b) Ideal self-image c) Ideal social self-image d) Perceptual self-image Question 01.7 The minimal difference that can be detected between two similar stimuli is called; a) Differential threshold b) Absolute threshold c) Subliminal perception d) Selective perception Question 01.8 refers to the interrelationship between the stimuli itself and the environment or context within which it appears. a) Perceptual defence b) Figure and ground c) Selective exposure d) Selective perception Question 01.9 What theory is based on the notion that learning occurs through a trial-and-error process, with habits formed as a result of rewards received for certain responses? a) Classical conditioning b) Instrumental conditioning c) Stimulus generalization d) Stimulus discrimination Page 3 of 8
Question 01.10 What is systematic evaluation of information and what alternatives are needed to solve a recognized but unfilled need or unsolved problem? a) Observational learning b) Associative learning c) Cognitive learning d) Behavioural learning Question 01.11 What is not a component in the tri component attitude model? a) The cognitive component b) The affective component c) The Conative component d) The classical component Question 01.12 What component represents the consumer s emotions and feelings towards the object in the tri-component attitude model? a) The cognitive component b) The affective component c) The effective component d) The classical component Question 01.13 Attitudes are classified into four (04) sections. What does not belong to this category? a) Utilitarian function b) Ego- defensive function c) Value expressive function d) Self-perception function Question 01.14 Cognitive dissonance is: a) Feelings that consumers form when they see and hear ads b) People form attitudes in order to protect themselves from feelings of uncertainty c) When customer holds conflicting thoughts about a belief or an attitude object d) When a consumers motivation or assessment skills are low Page 4 of 8
Question 01.15 The family has several supportive functions that are part of the socialization process. What is not a supportive role? a) Adult intervention b) Economic well being c) Emotional support d) Suitable family life style Question 01.16 What is not a tactic that children typically use to influence on family decision-making? a) Deliberation b) Ingratiation c) Consultation d) Exchange Question 01: 17 The innovation adoption process consists of 5 stages. What is the correct order of the elements? a) Awareness, evaluation, interest, trial, adoption b) Awareness, innovation, evaluation, interest, adoption c) Awareness, motivation, evaluation, trial, adoption d) Awareness, interest, evaluation, trial, adoption Question 01.18 Select the element that is not a component of an effectively targeted market segment? a) Congruent b) Stable and growing c) Reachable d) Motivational Question 01.19 is the process by which a company strategically changes the distinct image and identity that its product or brand occupies in consumers minds a) Repositioning b) Positioning c) Segmenting d) Targeting Page 5 of 8
Question 01.20 What is called the one-on-one, lengthy, non-structured interview between a single correspondent and a highly trained researcher? a) Focus groups b) Depth interviews c) Consumer panels d) Projective technique (Total 20 Marks) Page 6 of 8
PART TWO This part includes SIX Compulsory short answer questions, Answer all questions. Question 02 Personality is consistent and enduring. Explain this statement and state how it would affect a marketer. Question 03 Illustrate the role of observational learning in consumer behaviour with an example. Question 04 Explain how situational factors influence consistency between attitude and behaviour. Question 05 Explain how parents would influence consumer socialization of children with the use of an advertisement. Question 06 Marketers must always monitor cultural changes to discover new opportunities. Explain this with an example of your choice. Question 07 Illustrate the importance of learning consumer behaviour. (Total 60 Marks) Page 7 of 8
PART THREE This part includes TWO Essay Type Questions Answer only ONE question from this part Question 08 a) Descri be the stages of a positioning process. (8 Marks) b) With the use of a perceptual map, illustrate how consumers perceive brands within a product category. You may select any product category of your choice. (12 Marks) (Total 20 Marks) Question 09 Mr. Shehan Perera who works as a Marketing Executive has just purchased a new Apple Phone. a) What factors might cause him to experience post-purchase dissonance? (5 Marks) b) How will he overcome it? (5 Marks) c) How can the retailer who sold it help reduce Shehan s dissonance? (5 Marks) d) How can the Apple Company help reduce the customer s dissonance? (5 Marks) (Total 20 Marks) (Total 100 Marks) -END- Page 8 of 8