Department of Marketing and Logistics Marketing Section. Consumer and Organisation Buying Behaviour (CAO712S) TEST 1

Transcription

1 Faculty of Management Sciences Department of Marketing and Logistics Marketing Section Consumer and Organisation Buying Behaviour (CAO712S) DATE: 2 SEPTEMBER 2017 TEST 1 TIME: HRS (2 HOURS) INSTRUCTIONS Write your student number neatly and clearly This paper consists of THREE SECTIONS: A, B and C ANSWER ALL QUESTIONS Answer Part A and Part B on the answer tables on page 7, detach the page and insert it into your answer Book This paper consists of eight (7) pages including this cover page 1

2 SECTION A (QUESTION 1) MULTIPLE CHOICE QUESTIONS (20 marks) Use the table given on page 7. Write an X inside the appropriate box to indicate your answer. 1.1 The Behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as. A) the production orientation B) consumer behaviour C) narrowcasting D) positioning E) the marketing mix 1.2 When Rauna orders five concert tickets online for herself and her friends for a Friday night, she is acting as a/an A) organisational consumer B) team consumer C) non-profit consumer D) market consumer E) personal consumer 1.3 is one of the most pervasive of all types of consumer behaviour because we all act as personal consumers. A) End-use consumption B) Organisational consumption C) Societal consumption D) Philanthropic consumption E) Institutional consumption 1.4 Erastus is in charge of purchasing at Katutura Hospital. When he puts in an order for towels for the hospital, she is acting as a/an. A) private consumer B) organisational consumer C) individual consumer D) public consumer E) personal consumer 1.5 The orientation in business assumes that consumers are mostly interested in product availability at low prices. A) marketing B) societal C) product D) production E) technology 2

3 1.6 In consumer research, is information that has already been collected for some other purpose, often helpful in designing a new research project. A) primary research B) secondary information C) experimentation D) negativism E) positivism 1.7 Focus groups and depth interviews are examples of research. A) quantitative B) empirical C) experimental D) physiological E) qualitative 1.8 The most difficult step in the consumer research process is. A) accurately defining the objectives of the research B) collecting and evaluating secondary data C) collecting primary data D) analysing primary data E) preparing a report of the findings of primary data 1.9 Which of the following is a key research tool used in motivational research? A) Mail surveys B) Focus groups C) Test markets D) Mystery shopping E) Mechanical observation 1.10 A/an is a somewhat lengthy non-structured discussion between a single respondent and a highly trained researcher. A) experiment B) survey C) focus group D) metaphor analysis E) depth interview 1.11 The process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as. A) target marketing B) market segmentation C) mass marketing D) the marketing concept E) market evaluation 3

4 1.12 The of a product or service is the value proposition, expressed through promotion, stating the product s or service s capability to deliver specific benefits corresponding to consumers unfulfilled needs A) segmentation B) target C) positioning D) psychographic inventory E) concentrated marketing strategy 1.13 The primary advantage of mass marketing is. A) it costs less B) it leads to wider customer satisfaction C) it leads to the production of products that better meet the needs of individual segments of the market D) it reaches more people E) it more accurately describes the product being promoted 1.14 Consumers characteristics can be classed as either facts or cognitions. In this context, facts can be determined from direct questioning and categorised by a single objective measure. Examples of facts include. A) demographics, gender, and benefits wanted B) usage rate, level of involvement and psychographics C) personality traits, lifestyles, and family life cycle D) education, usage situation, and social class E) level of involvement, awareness of product alternatives, and benefits wanted 1.15 Another term for psychographic characteristics is. A) age B) lifestyles C) benefits sought D) use-situation factors E) use-related factor 1.16 The driving force within individuals that impels them to action is known as. A) a goal B) tension C) motivation D) a need E) desire 1.17 The physiological needs for food, water, and air are called needs. A) secondary B) innate C) acculturated D) psychogenic E) acquired 4

5 1.18 motivations drive people toward some object or condition, whereas motivations drive people away from some object or condition. A) Avoidance; affirmative B) Positive; negative C) Ought; deal D) Acquired; ideal E) Primary; secondary 1.19 are the sought-after results of motivated behaviour. A) Motivations B) Goals C) Rewards D) Behaviours E) Targets 1.20 Peter wants a sandwich for lunch. John wants a turkey sandwich with lettuce, tomato, and mayonnaise from Wimpy. Peter has a/an, whereas John has a/an. A) generic goal; product-specific goal B) objective goal; subjective goal C) product-specific goal; objective goal D) subjective goal; generic goal E) product-specific goal; generic goal SECTION B (QUESTION 2) (10 marks) Read the following mini case and answer the questions that follow: WEIGHT LOSS MINI CASE: Mary sees herself as being a bit heavy and has made a New Year s resolution to lose 10 kilogrammes by Easter. She receives a postcard in the mail from her local gym chain that specialises in women s fitness. The advertisement suggests that the chain is fun and welcoming a place where women can work out comfortably with friends, in contrast to the potentially intimidating environments at other gyms. After consulting a few friends, she decides to join. She is particularly excited to try the various group classes the gym offers, many of which she has never heard of before. Write you answers on the appropriate table given on page 7. Write an X inside the appropriate box to indicate your answer. 2.1 In the WEIGHT LOSS MINI CASE, Mary sees herself as being a bit heavy. This is Mary s. A) social self-image B) ought-to self C) extended self D) expected self-image E) actual self-image 5

6 2.2 In the WEIGHT LOSS MINI CASE, fun and welcoming describes the local gym s. A) brand personification B) dogmatism C) brand personality D) expected self-image E) extended self 2.3 In the WEIGHT LOSS MINI CASE, Mary s social character would best be described as. A) other-directed B) dogmatic C) sensation seeking D) innovative E) ethnocentric 2.4 In the WEIGHT LOSS MINI CASE, the more slender self that Mary is working toward is Mary s. A) Social self-image B) Ideal social self image C) Projective self-image D) Expected self-image E) Actual self-image 2.5 In the WEIGHT LOSS MINI CASE, Mary is particularly excited to try new and different group exercise classes. Mary is probably best described as. A) highly ethnocentric B) highly dogmatic C) inner-directed D) novelty seeking E) high in her need for cognition SECTION C (QUESTION 3) ANSWER ALL QUESTIONS [30 marks] 3.1 List in sequence, the six steps of the research process. (6 marks) 3.2 The field of Consumer Behaviour is rooted in three philosophical business orientations that lead up to a very important business orientation, the marketing concept. Name and discuss the three business orientations. (9 marks) 3.3 Using examples, distinguish between emotional motives and rational motives. (6 marks) 3.4 Psychologists believe that there exists a trio of (basic) needs. Discuss each of these needs. (9 marks) 6

7 ANSWER SHEET FOR SECTION A QUESTION A B C D E ANSWER SHEET FOR SECTION B (20 marks) QUESTION A B C D E STUDENT NUMBER: (10 marks) 7