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BM/APR 2010/MKT535/532

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

UNDERSTANDING CONSUMER/CONSUMER BEHAVIOR MKT535/532 APRIL 2010 3 HOURS

INSTRUCTIONS TO CANDIDATES 1. 2. 3. This question paper consists of six (6) questions. Answer only four (4) questions in the Answer Booklet. Start each answer on a new page. Do not bring any material into the examination room unless permission is given by the invigilator. Please check to make sure that this examination pack consists of: i) ii) the Question Paper an Answer Booklet - provided by the Faculty

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO

This examination paper consists of 3 printed pages
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BAA/APR 2010/MKT535/S32

QUESTION 1

A corporate philosophy centered on customer value, satisfaction, and retention evolves from the traditional marketing concept to a new dimension of marketing. Discuss six (6) differences between Traditional Marketing concepts with Value-And-Retention-Focused Marketing. (25 marks)

QUESTION 2 a) Individuals set goals on the basis of their personal values, and they select means (or behaviors) that they believe will help them achieve their desired goals. With the aid of a diagram, describe the overall framework of the motivational process of loosing weight and maintaining weight loss based on this model. (9 marks) b) Assuming you were not able to achieve your desired goal of loosing weight, discuss eight (8) possible defense mechanism you would adopt in order to cope with your frustration of not achieving your goal. (16 marks)

QUESTION 3 Contrast the major characteristics of the following personality theories: a) b) c) Freudian theory Neo-Freudian theory Trait theory

Illustrate how each theory is applied to the understanding of consumer behavior. (25 marks)

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BM/APR 2010/MKT535/532

QUESTION 4 a) Some marketers, especially market leaders, are interested in the ability of reference groups to change consumer attitudes and behavior by encouraging conformity. Discuss the four characteristics a reference group must accomplish in order to encourage conformity? (12 marks) What types of marketers are interested in encouraging nonconformity? (5 marks) c) How does the conspicuousness of a product affect reference group influence? (8 marks)

b)

QUESTION 5 Dynamic socio-demographic changes in society have resulted in many nontraditional stages that a family or non-family household might pass through. Discuss at least six (6) categorization of nontraditional stages that are derived from the forces of socio-demographic changes. (25 marks)

QUESTION 6 a) Innovations can be categorized in terms of the degree to which they demand changes in behavior from adopters. Identify the three major types of innovations and relate them to the amount of disruption or change they bring to peoples lives. (10 marks) Regardless of how much behavioral changes is demanded by an innovation, several factors are desirable for a new product to succeed. Discuss these factors and relate them to a product of your choice. (15 marks)

b)

END OF QUESTION PAPER

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