CONFIDENTIAL

BM/APR 2008/MKT535/532/561/520

UNIVERSITI TEKNOLOGI MARA FINAL EXAMINATION

COURSE COURSE CODE EXAMINATION TIME

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UNDERSTANDING CONSUMER/CONSUMER BEHAVIOUR MKT535/532/561/520 APRIL 2008 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

4.

DO NOT TURN THIS PAGE UNTIL YOU ARE TOLD TO DO SO
This examination paper consists of 3 printed pages
© Hak Cipta Universiti Teknologi MARA

CONFIDENTIAL

Using relevant examples explain how and why these factors influence consumer behavior. (25 marks) QUESTION 2 The degree of influence that a reference group exerts on an individual behavior usually depends on various factors. i) Name and describe five (5) types of perceived risk consumers have to deal with? (10 marks) ii) Suggest five (5) risk-reduction strategies that might be useful to consumers. What do you understand by the Weber's law and how do marketers take advantage of the j.d. (10 marks) b) How do inner-directed people differ from other-directed people and how does that implicate marketers? (6 marks) c) A variety of different self-images have been recognized in consumer behavior.CONFIDENTIAL 2 BM/APR 2008/MKT535/532/561/520 QUESTION 1 Discuss the involvement theory and its strategic applications for marketers." Discuss this statement.? (10 marks) b) Perceived risk is defined as the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions. (25 marks) QUESTION 3 a) "Personality reflects individual differences.n. Identify and briefly explain the three (3) kinds of self-image. (9 marks) QUESTION 4 a) One important concept of perception is the differential threshold. (5 marks) © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL .

Explain their general features and their (16 marks) QUESTION 6 a) Opinion leaders are considered to be highly credible sources of information. (10 marks) c) Identify and discuss five (5) characteristics that typify a modern social system. culture is defined as the sum total of learned beliefs. (10 marks) b) END OF QUESTION PAPER © Hak Cipta Universiti Teknologi MARA CONFIDENTIAL . a) Identify and describe the three levels of subjective culture that are especially relevant to the exploration of consumer behavior and formation of marketing strategy.CONFIDENTIAL 3 BM/APR 2008/MKT535/532/561/520 QUESTION 5 In the context of consumer behavior. values. relevance to consumer behavior. (9 marks) b) Name four (4) core values of a society. and customs that serve to regulate the consumer behavior of members of a particular society. Why is this so? (5 marks) Describe the generalized profile of opinion leaders.

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