Consumer Behaviour

Answer FOUR questions out of six.

You may take this question paper away at the end of the examination: please keep it in a safe place for future reference.

Please answer FOUR questions.

1. Define "Culture". What are its characteristics? Discuss why it is important to study culture in order to understand consumer behaviour. Please use examples to support your answer.

2. Explain the AIDA model and its significance in the adoption of a new product by consumers.

3. Explain the differences in the psychological makeup of consumers who are a) Gen X and b) Gen Y. How do these differences impact the way marketers target these consumers? Give examples to support your answer.

4. Is wealth or social class the better predictor of consumer behaviour? Use theories and examples to support your answer.

5. What are values and what role do they play in consumer behaviour? Use theories and examples to support your answer.

6. What components make up a consumer's self-concept? Explain each concept briefly. What is meant by the extended self and what role does consumption play in this concept?

SELF CONCEPT and self-esteem

How would you define self-concept and self-esteem? How are the two concepts related? How do marketers use self-esteem sell products?

Self concept: the beliefs of a man or women have their own attributes and how they evaluates these qualities. Self concept always come with five dimensions: content, positivist, intensity, stability over time, and accuracy.

AGE

Explain the differences in the psychological makeup of consumers who are a) Gen X and b) Gen Y. How do these differences impact the way marketers target these consumers? Give examples to support your answer.

Income and Social class

Is wealth or social class the better predictor of consumer behaviour? Use theories and examples to support your answer.

CULTURE

Define "Culture". What are its characteristics? Discuss why it is important to study culture in order to understand consumer behaviour. Please use examples to support your answer.

AIDA

Explain the AIDA model and its significance in the adoption of a new product by consumers.

CUSTOMER BEHAVIOUR

Motivation and values

What are values and what role do they play in consumer behaviour? Use theories and examples to support your answer.