Postgraduate Diploma in Marketing December 2016 Examination Exploring Consumer Behaviour (ECB)

Transcription

1 Postgraduate Diploma in Marketing December 2016 Examination Exploring Consumer Behaviour (ECB) Date: 19 December 2016 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

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 are the correct elements of Marketing Mix? a. Product, price, place, performance b. Product, price, place, promotion c. Product, profit, place, promotion d. Product, price, personality, promotion Question 01.2 Maslow s hierarchy of needs does not have: a. Ego needs b. Social needs c. Security needs d. Power needs Question 01.3 What is not a motivational factor that inspire consumer s innovativeness? a. Functional factors b. Hedonic factors c. Cognitive factors d. Economic factors Question 01.4 The lowest level at which an individual can experience a sensation is called: a. Differential threshold b. Experiential threshold c. Absolute threshold d. Sensory threshold Page 2 of 8

3 Question 01.5 Placing ads in places where consumers do not expect to see and cannot readily avoid them is called: a. Ambush marketing b. Societal marketing c. Perceptual marketing d. Green marketing Question 01.6 What is not an element of perceived risk? a. Financial risk b. Psychological risk c. Physical risk d. Social risk Question 01.7 Information processing occurs in stages and in 3 sequential store houses. What is not a store house? a. Short term store b. Long term store c. Motives store d. Sensory store Question 01.8 The term represents the intrinsic value of a brand name. What is the suitable word for the blank space? a. Brand equity b. Brand loyalty c. Brand reinforcement d. Premium brand Question 01.9 Social relationships play a crucial role in the development of personality. Which theory describes the above statement? a. Freudian theory b. Non-Freudian theory c. Trait theory d. Maslow s theory Page 3 of 8

4 Question Overall evaluation of an object that is based on the evaluation of just one or few dimensions is called: a. First impression b. Grouping c. Halo effect d. Figure and ground Question The family has several supportive functions that are part of the socialization process and consumer behaviors. What is not part of the process? a. Economic well being b. Emotional support c. Suitable family life style d. Legal stability Question What is not an element of innovation? a. Continuous innovation b. A dynamically continuous innovation c. Conceptual innovation d. A discontinuous innovation Question The innovation adoption process consists of 5 stages. The correct order is, a. Adoption, Interest, Evaluation, Trial, Awareness b. Awareness, Interest, Evaluation, trial, Adoption c. Awareness, Evaluation, Interest, Trial, Adoption d. Awareness, Trial, Evaluation, Interest, Adoption Question The moral principles that govern the marketers behaviours is called, a. Marketing ethics b. Green marketing c. Marketing concept d. Marketing awareness Page 4 of 8

5 Question Any unit of input to any of the senses is called, a. Stimulus b. Sensation c. Sensory receptors d. Sensory experience Question How consumers would like to see themselves is called, a. Actual self-image b. Ideal self-image c. Social self-image d. Ideal social self-image Question 01: 17 is the ratio between customers perceived benefits and the resources they use to obtain those benefits. What is the suitable word for the blank space? a. Customer satisfaction b. Customer retention c. Customer value d. Customer valuation Question The unhappy customers who stay with the company because of monopolistic environment or low prices are called: a. The defectors b. The terrorists c. The mercenaries d. The hostages Question What is not a facet of personality? a. Personality will never change b. Personality may change c. Personality is consistent and enduring d. Personality reflects individual differences Page 5 of 8

6 Question The premise of Freudian theory has three interactive systems. What is not in that? a. Id b. Ego c. Super ego d. Traits (Total 20 Marks) Page 6 of 8

7 PART TWO This part includes SIX Compulsory short answer questions, Answer all questions. Question 02 Discuss the relationship between customer value, satisfaction and retention? Question 03 Explain how a trio of needs can affect consumer motivation? Question 04 Briefly describe the five (05) stages of the family life cycle. Question 05 There are five (05) product characteristics that influence consumer acceptance of new products. Briefly explain by using an example. Question 06 Discuss how the cultural beliefs reflect consumer needs by taking an example of your choice. Question 07 Briefly explain the relationship between brand loyalty and brand equity with an example. (Total 60 Marks) Page 7 of 8

8 PART THREE This part includes TWO Essay Type Questions Answer only ONE question from this part Question 08 a. Lux soap is associated with celebrities for decades. Explain the above statement using classical conditioning concept. (12 Marks) b. Briefly discuss the concept of cognitive learning with an example of your choice. (8 Marks) (Total 20 Marks) Question 09 a. By using the Tri-component attitude model explain a person s attitude when he/she is planning to go on an overseas vacation. (12 Marks) b. Discuss three (03) ways consumers can reduce their post purchase dissonance. (8 Marks) (Total 20 Marks) (Total 100 Marks) -END- Page 8 of 8