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Marketing Psycology and Consumer Behaviour
Marketing Psycology and Consumer Behaviour

OCTOBER 2003
P/IC 367/PGG

Time: Three hours
Maximum: 100 marks

SECTION A - (5 x 8 = 40 marks)

Answer any FIVE questions. (Selecting a minimum of TWO questions from each Part)
All questions carry equal marks.
Each answer should not exceed 300 words.

PART I

1. Explain the concept of 'markets'.

2. Hergberg theory of motivation.

3. Explain the role of marketing department.

4. Discuss characteristics of consumers.

PART II

5. What are the characteristics of good marketing research?

6. Explain the concept of marketing plan.

7. Briefly explain the methods of data collection.

8. Discuss the influence of culture on buyer behaviour.

SECTION B - (3 x 20 = 60 marks)

Answer any THREE questions. (Selecting a minimum of ONE question from each Part)
All questions carry equal marks.
Each answer should not exceed 1,200 words.

PART 1

9. Describe the types of buying behaviours.

10. Explain the process of developing a new product.

11. What psychological factors influence buying behaviour? - Explain.

PART II

12. Explain the steps involved in marketing research process.

13. Write about the major determinants of buyer behaviour.
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