Answer FOUR questions out of six.

You may take this question paper away at the end of the examination: please keep it in a safe place for future reference.

Please answer FOUR questions.

1. Define “Culture”. What are its characteristics? Discuss why it is important to study culture in order to understand consumer behaviour. Please use examples to support your answer. (25%)

2. Explain the AIDA model and its significance in the adoption of a new product by consumers. (25%)

3. Explain the differences in the psychological makeup of consumers who are a) Gen X and b) Gen Y. How do these differences impact the way marketers target these consumers? Give examples to support your answer. (25%)

4. Is wealth or social class the better predictor of consumer behaviour? Use theories and examples to support your answer. (25%)

5. What are values and what role do they play in consumer behaviour? Use theories and examples to support your answer. (25%)

6. What components make up a consumer’s self-concept? Explain each concept briefly. What is meant by the extended self and what role does consumption play in this concept? (25%)