NATIONAL OPEN UNIVERSITY OF NIGERIA

14/16 AHMADU BELOW WAY, VICTORIA ISLAND, LAGOS

SCHOOL OF MANAGEMENT SCIENCES

MARCH/APRIL 2014 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.
 
1)      A. List any seven basic characteristics of culture                                       (14 MARKS).
 
B.     List and discuss any eight dimensions of cultural values-a case of United States
(16 MARKS).
 
2). A. Define market segmentation and identify the various steps involved in conducting
it.
B. List and explain the 4 criteria for effective market segmentation.
 
3)     A. Discuss the three major personality theories.
B. Describe how personality theories have stimulated marketing interest in the study
of consumer personality
 
4). 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.
 
5        A. List and explain the 5 categories of adopters.                                        (10 MARKS).
B. List and describe any 5 factors affecting the spread of innovation    (10 MARKS).
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