Consumer Behavior Final Exam PDF

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Consumer Behavior Final Exam General instructions    

Used Font : Arial size 12 Spaces between lines : 1.15 A minimum 0f 150 words is required as an answer for each question A reference list for all references used is an essential

Kindly read Chapters covered at the text book and its PowerPoints along with any related references carefully and answer the following questions: (40 Marks) 1) In recent years, there has been a large debate about the influence that internet shopping will have on our consumer lives. Try listing the changes that you personally have made in your buying and consumption patterns due to ecommerce. Compare these changes with changes experienced by other people from various social groups, e.g. somebody from your parents’ generation, an IT freak, or somebody with a lower educational background. 2) Although demographic information on large numbers of consumers is used in many marketing contexts, some people believe that the sale of data on customers’ incomes, buying habits and so on constitutes an invasion of privacy and should be banned. Comment on this issue from both a consumer’s and a marketer’s point of view. 3) Select a product and brand that you use frequently and list what you consider to be the brand’s determinant attributes. Without revealing your list, ask a friend who is approximately the same age but of the opposite sex to make a similar list for the same product (the brand may be different). Compare and contrast the identified attributes and report your findings. 4) Collect ads for five different brands of the same product. Report on the segmentation variables, target markets and emphasized product attributes in each ad. 5) Assume that you are a consultant for a marketer who wants to design a package for a new premium chocolate bar targeted to an affluent market. What recommendations would you provide in terms of such package elements as color, symbolism and graphic design? Give the reasons for your suggestions. 6) Find one ad that is rich in symbolism and perform a semiotic analysis of it. Identify each type of sign used in the ad and the product qualities being communicated by each. Comment on the effectiveness of the signs that are used to communicate the intended message.

7) Many people assume that personality must be related to consumer behavior. Knowing a customer's personality profile should help predict what she or he will buy, and how decisions will be made in the marketplace. Researchers, however, have been frustrated in their search for a unified theory of personality that would explain consumer behavior. Use trait theory to explain why this is so. 8) Discuss the six major psychological principles that can influence people to change their minds or comply with a request? Be specific in your answer and mention at least one example for each principle. 9) Purchase decisions that involve extensive search also entail some kind of perceived risk (a belief that the purchase potentially could have negative consequences). Name five perceived risks, indicate the kinds of consumers most vulnerable to each risk, and indicate the types of purchases most sensitive to each.

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