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NATIONAL OPEN UNIVERSITY OF NIGERIA
UNIVERSITY VILLAGE, PLOT 91, CASDASTRAL ZONE, NNAMDI AZIKIWE EXPRESS WAY, JABI, ABUJA.
FACULTY OF MANAGEMENT SCIENCES
JUNE 2013 EXAMINATION
Course Code: MKT 824 Credit Unit: 2 units
Course Title: Consumer Behaviour
Time Allowed: 2 Hours
Instruction: Attempt question (1) and any two others. Question (1) carries 30 marks while others carry 20 marks each. Present your answer legibly and logically using relevant examples.
- A. Explain the six marketing application areas of consumer behaviour
B. Discuss the three perspectives in the study of consumer behaviour.
- A. Define motivation.
- Identify six McGuire’s psychological motives.
- Discuss the four roles of motives in understanding consumer behaviour.
- A. Discuss the three major personality theories.
B. Describe how personality theories have stimulated marketing interest in the study of consumer personality.
- A. From a marketing perspective, define consumer learning.
B. Explain the three types of learned behaviour.
C. Discuss the five general characteristics of consumer learning.
- A. Identify the essential features for understanding the culture of consumers.
- Discuss the four major marketing decision areas that are affected by cultural changes.
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