Deakin University

MMK266 PRACTICE EXAMINATION

PLEASE NOTE: Answers to these questions will not be provided as the questions on the practice exam come from the weekly tutorial work. You can review the answers yourselves through your notes or the weekly eLive tutorial recordings on the MMK266 Navigator. FACULTY: SCHOOL: COURSE LEVEL UNIT NUMBER: UNIT NAME: DATE: TIME: DURATION OF EXAMINATION: Business and Law School of Management and Marketing Undergraduate MMK266 Consumer Behaviour To be advised locally To be advised locally Reading: 15 minutes Working: 2 hours EXAMINATION PAPER DETAILS: INSTRUCTIONS TO CANDIDATES: 1. Complete your details on the multiple-choice answer scan sheet. 2. Print your student number and seat number on the cover of each examination book(s) used. 3. Summary of examination paper marks (100 marks): Part A (30 marks) 30 Multiple Choice Questions Part B (30 marks) 3 Conceptual Questions Part C (20 marks) 3 Questions based on case study Part D (20 marks) 3 Questions based on journal article 4. Contribution to final mark by pieces of assessment: Online Test Final Examination: 20 per cent of unit marks 50 per cent of unit marks Written Assessment: 30 per cent of unit marks Number of pages: 10

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Part A (30 marks) 30 Multiple Choice

Ensure you answer all questions by indicating your chosen response on the scanning sheet provided to you. Not using the scanning sheet will result in your answers not being marked. Of course, as this is a practice exam, no scanning sheet is needed or provided! Choose the most correct answer for each of the following questions which are worth 1 mark each. It is suggested that this section should take you approximately 30 minutes to complete.

Part A.1) Consumer behaviour is defined as the behaviour that consumers undertake when doing what with products and services? a) Seeking b) Purchasing c) Using and evaluating d) Disposing e) All of the above Part A.2) The person who undertakes the activities to procure the product or service is known as the: (a) Payer (b) Buyer (c) Organiser (d) Undertaker (e) User Part A.3) Ones family forms which of the influencing environments when considering the simplified consumer decision making model? (a) Psychological (b) Physiological (c) Organisational (d) Legal (e) Sociocultural Part A.4) Which of the following are true of the nature of personality: (a) Reflects individual differences (b) Is consistent (c) Can change (d) Is enduring (e) All of the above Part A.5) According to Freuds psychoanalytic theory of personality, the warehouse of primitive and impulsive drives for which the individual seeks immediate satisfaction is known as the : a) Id b) Ego c) Superego d) Trait e) Habit

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Part A.6) When considering the consumer decision making model, consumer needs, motivation and personality are involved in the ________ stage: (a) Input (b) External influence (c) Process (d) Output (e) None of the above Part A.7) What technique assists marketers to determine just how their products or services appear to consumers in relation to competitive brands on one or more relevant characteristics? (a) Stimuli grouping (b) Perceptual distortion (c) Product repositioning (d) Perceptual mapping (e) Umbrella positioning Part A.8) It is more difficult for consumers to evaluate the quality of services than the quality of goods because of certain distinctive characteristics of services including: (a) Intangibility (b) Variability (c) Simultaneous production and consumption (d) Perishability (e) All of the above Part A.9) The perceived risk relating to whether a product will not perform as expected is known as ______ risk: (a) Physical (b) Functional (c) Financial (d) Social (e) Psychological Part A.10) What type of learning results when a stimulus that does not initially evoke a response is paired with another stimulus that elicits a known response until, eventually, it serves to produce the same response when used alone? (a) Peripheral (b)Cognitive (c) Rote (d)Instrumental (e) Classical Part A.11) The total package of associations brought to mind when a cue is activated is called a(n): (a) Activation (b) Schema (c) Motive (d) Antecedent (e) Memory

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Part A.12) A theory of consumer learning which considers that consumers engage in a range of information-processing activities depending on the relevance of the decision is known as: (a) Persuasion (b) Loyalty (c) Instrumental conditioning (d) Involvement (e) Behavioural learning Part A.13) Which of the following are NOT true about ones attitudes: (a) They are learned predispositions (b) They are consistent (c) They occur within a specific situation (d) They are in response to a specific object (e) They are the same for all individuals Part A.14) The conative component of the tricomponent attitude model refers to: (a) Emotions (b) Feelings (c) Knowledge (d) Actions (e) Perceptions Part A.15) Which of the following functions of the functional approach to motivational change relates to the fact that most people want to protect their self-images from inner feelings of doubt? (a) Utilitarian (b) Value-expressive (c) Ego-defensive (d) Value-expressive (e) Knowledge Part A.16) The type of reference group where a consumer has indirect or symbolic membership and whose behaviours and values have a positive influence is known as a(n) ________ group. (a) Contractual (b) Disclaimant (c) Avoidance (d) Primary (e) Aspirational

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Part A.17) When an individual contemplates purchasing a product such as a luxury boat, reference group influence would be: (a) Weak for the product and brand (b) Weak for the brand and strong for the product (c) Weak for the product and strong for the brand (d) Strong for the product and brand (e) None of the above Part A.18) Reference groups that serve as benchmarks for specific attitudes or behaviours are known as ________ reference groups. (a) Indirect (b) Primary (c) Comparative (d) Normative (e) Secondary Part A.19) The family member who controls the flow of information about a product or service into the family is known as the: (a) Influencer (b) Decider (c) Gatekeeper (d) Maintainer (e) Preparer Part A.20) Approaches for measuring social class include: (a) Asking individuals to estimate their own social class (b) Selecting community informants to make judgements concerning the social class of others within the community (c) Considering selected demographic and socioeconomic variables of individuals (d) All of the above (e) Only (b) and (c) above Part A.21) A distinct cultural group that exists as an identifiable segment within a larger, more complex multicultural society is known as a(n): (a) Culture (b) Niche (c) Target market (d) Ethnic group (e) Sub-culture Part A.22) The learning of a new or foreign culture is known as: (a) Acculturation (b) Cultural myopia (c) Enculturation (d) Technical learning (e) None of the above

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Part A.23) Factors that are likely to increase a consumers pre-purchase search include all of the following EXCEPT: (a) First-time purchase (b) High priced product (c) The purchase is for a gift (d) The consumer is highly educated (e) The purchase is necessary rather than discretionary Part A.24) When considering consumer evaluations of product purchase alternatives, the set of brands the consumer is indifferent towards is known as the ________ set. (a) Evoked (b) Inept (c) Inert (d) Overlooked (e) Unknown Part A.25) What type of product innovation requires consumers to adopt new behaviour patterns? (a) Continuous (b) Dynamically Continuos (c) Discontinuous (d) New (e) Routinised Part A.26) The degree to which a new product is difficult to understand or use relates to its: (a) Relative advantage (b) Compatibility (c) Trialability (d) Complexity (e) Observability Part A.27) A consumer who tends to be quite deliberate in their actions, adopts new ideas just prior to the average time, does not hold a leadership position and deliberates for some time before adopting is likely to be a member of which adopter category? (a) Innovators (b) Early adopters (c) Late adopters (d) Early majority (e) Late majority Part A.28) When considering public policy and consumer protection, conduct deemed unconscionable may include which of the following: a) Natural competition. b) Industry self-regulation. c) Sales promotion. d) Harassment e) All of the above.

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Part A.29) When considering public policy and consumer protection, deceptive advertising may include which of the following: a) Unconscionable lies. b) Claim discrepancies. c) Belief discrepancies. d) All of the above. e) Only A and B above Part A.30) When considering public policy and consumer protection, unethical behaviour by consumers may include which of the following: a) Shoplifting. b) Returning clothing that has been worn. c) Switching price tags. d) All of the above. e) Only A and C above

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Part B (30 marks) 3 Conceptual Questions

Make sure you read the questions carefully and provide answers to what has been asked. Remember that repeating information word-for-word from the textbook does not indicate understanding, it merely indicates that you have a good memory. Make sure you use your own words and apply your knowledge. A simple tool that can be used is the DEA principle Define the key terms, Explain these terms by using the theoretical concepts discussed throughout the unit, and Apply these concepts using real-world examples. Each question is worth 10 marks. It is suggested that this section should take you approximately 30 minutes to complete.

Part B Question 1: When considering Freuds psychoanalytic theory of personality, how would it relate to you when you are thirsty and on campus at Deakin University? 10 marks Part B Question 2: How is the Classical Conditioning concept of repetition applied to advertising? Provide an example to illustrate your discussion. 10 marks Part B Question 3: Distinguish between beliefs, values and customs. Illustrate how the clothing you personally wear at different times or for different occasions is influenced by customs. 10 marks

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Part C (20 marks) 3 Questions based on case study

These questions are based on Case Study 2.1 pp. 593-595 of the prescribed text. NOTE: In the exam, you will be provided with a full transcript of the particular case study (which is not from the text). Make sure you read the questions carefully and provide answers to what has been asked. Question 1 is worth 6 marks, question 2 is worth 6 marks and question 3 is worth 8 marks. It is suggested that this section should take you approximately 30 minutes to complete.

Part C Question 1: Discuss how the experience of ATC relates to Maslows Hierarchy of Needs. 6 marks Part C Question 2: Helen Bartles explanation for why people attend ATCs productions is based on informal conversations with audience members, rather than formal motivational research. What benefits would Bartle gain from conducting motivational research with ATC customers? 6 marks Part C Question 3: Helen Bartle gave various reasons why consumers attend ATC productions, including the satisfaction of social, egoistic and self-actualisation needs. These needs could also be met through other products outside the live theatre industry. List and discuss other products that could satisfy these consumer needs. 8 marks

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Part D (20 marks) 3 Questions based on journal article attached

These questions are based on the attached journal article that you were required to cover as part of your studies this trimester: Childers and Rao 1992. NOTE: In the exam, you will be provided with a full transcript of the particular journal article (which is one we have discussed in class). Make sure you read the questions carefully and provide answers to what has been asked. Question 1 is worth 6 marks, question 2 is worth 6 marks and question 3 is worth 8 marks. It is suggested that this section should take you approximately 30 minutes to complete.

Part D Question 1: What did the research uncover with respect to peer and familial influences when considering public and private luxuries and necessities? 6 marks Part D Question 2: Considering the cross-cultural investigation conducted in this research, what major differences were uncovered and what reasons were given for these? 6 marks Part D Question 3: How do these results relate to you personally? Provide examples from your own life that marry with the results reported. Are there any situations where you appear different? Why do you think this is? 8 marks

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