CORK INSTITUTE OF TECHNOLOGY
INSTITIÚID TEICNEOLAÍOCHTA CHORCAÍ
Autumn Examinations 2015
Module Title:
Consumer Behaviour: Foundation
Module Code:
MRKT6006
School:
School of Business
Programme Title:
Bachelor of Business – Year 2
Bachelor of Business (Honours) in Marketing – Year 2
Bachelor of Business (Honours) in International Business – Year 2
Programme Code:
BBUSS_7_Y2
BMRKT_8_Y2
BBIB_8_Y2
External Examiner(s):
Internal Examiner(s):
Anne Masterson
Dr. N. Murray, Ms. C. Murphy
Instructions:
Answer any 3 questions
All questions carry equal marks
Duration:
2 hours
Sitting:
Autumn 2015
Requirements for this examination:
Note to Candidates: Please check the Programme Title and the Module Title to ensure that you
have received the correct examination paper.
If in doubt please contact an Invigilator
Page 1 of 2
Answer any 3 questions
All questions carry equal marks
Q1.
(a)
Explain how a marketer can use surveys to conduct market research.
(60 marks)
(b)
Why might a researcher conduct focus groups rather than depth interviews?
(40 marks)
(100 marks)
Q2.
Q3.
(a)
Why is it more difficult for consumers to evaluate the quality of services
than the quality of products?
(60 marks)
(b)
Explain what is meant by the term “subliminal advertising”.
(a)
Write notes on any two of the following:
(i)
(ii)
(iii)
Innate and acquired needs
Generic and product specific goals
Rational and emotional motives
(40 marks)
(100 marks)
(60 marks)
(b)
Discuss four defence mechanisms that people may adopt to protect their egos from
feelings of failure when they do not attain their goals
(40 marks)
(100 marks)
Q4.
(a)
How can the principles of instrumental conditioning theory be applied to the
development of marketing strategies?
(70 marks)
(b)
Explain what is meant by the term brand equity.
(30 marks)
(100 marks)
Q5.
Discuss the personality traits that have been useful in differentiating between consumer
innovators and non-innovators.
(100 marks)
(100 marks)
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