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: CONSUMER AND BUYER BEHAVIOUR (CBB) : 23 MAY 2011 : 3 HOURS : 100
DATE TIME ALLOWED TOTAL MARKS
INSTRUCTIONS TO CANDIDATES
1. 2. 3. 4. 5. 6. 7. Please refer to the examination rules and regulations as found in the examination answer book. Answer ANY FOUR (4) questions. Each question is worth 25 marks. Read each question carefully to determine exactly what is required before attempting the answer. Use examples to illustrate theory. Examples should be relevant to consumer and buyer behaviour. Set your answers out in a systematic way under appropriate headings and sub-headings. Number your answers clearly. IMPORTANT: Indicate the questions attempted by drawing a circle around the question number on the front cover of the answer book.
NOTE: • Examination answer books are the property of the IMM GSM and may not be removed from the examination hall. Answers to examination questions should not include appendices in the form of personal notes to the examining panel.
© IMM Graduate School of Marketing May 2011 Examination CBB
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Answer ANY FOUR (4) questions
QUESTION 1 1.1 1.2
Three primary activities are included in the definition of consumer behaviour. Briefly explain these (3) three activities. (6) Martin Fishbein’s Multi Attribute Attitude Model has been used extensively by consumer researchers and marketers. Write out and explain the formula and give an illustrative example using the iPhone. (19) 
Discuss the eight (8) VALS types. You are required to give a detailed profile and description of the buying behaviour of each type. QUESTION 3 3.1 3.2 Identify and briefly explain five (5) ethnographic techniques.  (15)
Explain brand extension and give an example of a way in which Edgars could extend its brand. (5) Explain the consideration set of a young lady buying her first car. (5) 
QUESTION 4 Briefly explain and give practical examples to illustrate...
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