Roehampton University

Examination 2010/2011
Module Title:

Consumer Behaviour

Module Code:

BUS020N561Y

Time Allowed:

2 hours

Type of paper:

Unseen

Assessment Period:

Spring 2011

Student Number:

__________________

Dictionaries
International students whose first language is not English may use a standard
translational dictionary. No form of electronic dictionary is permitted.
Calculators
Non-programmable scientific calculators are permitted but mobile phones are not
allowed.
Instructions

Attempt THE COMPULSORY QUESTION and another TWO (2) questions

from a choice of four questions.

The examination takes place under examination conditions and you must
not commence until asked to do so

Please ensure that you enter your student number only on the front of this
answer book.

Please ensure that errors are clearly corrected.

Write your responses clearly in the answer booklet provided.

Remember to indicate the number of the question to which you are

responding.

Answer THE COMPULSORY question and another TWO (2) questions. Write
your responses clearly in the answer booklet provided. Remember to
indicate the number of the question to which you are responding.
COMPULSORY question C
Discuss the marketer's perspectives and the consumer's perspectives when looking at prepurchase, purchase and post-purchase. Consider one purchase category (such as prepurchase) and cite the questions that might be asked from both the consumer's and
marketer's perspective. The questions must be specific.
Answer any TWO (2) questions only
1. Discuss and give an illustration of each type of motivational conflict. How do
marketers apply them when developing advertising campaigns?
2. Explain the Freudian and neo-Freudian systems of personality, as they might apply to
the behaviour of different consumers.
3. What is the relationship between a drive, a need, and a want? List the primary needs
displayed in Maslow's hierarchy of needs. Give an example of a product that fits
each need. Does opinion leadership influence a consumers need or want?
4. Why have multi-attribute attitude models become so popular among marketing
researchers? What are the elements that are specified in such models?
End of paper.