5006MKT Consumer Behaviour Exam April 2022 Coventry University

April 2022
Coventry University
Faculty of Business and Law
5006MKT
Consumer Behaviour
Instructions to candidates
Recommended time to complete:
Answer:
Section A – answer two questions only
Recommended word count for Section A is 2000 words
The total number of questions in this paper is 4
All questions carry equal marks.
50 marks for each question.
IMPORTANT: Please ensure that you save your work regularly. Please
submit your work using Microsoft Word or PDF.
Continued...
SECTION A
Please answer TWO questions:

1) a) Define the three types of motivational conflict that consumers experience.
b) Provide examples to demonstrate how marketers use motivational conflict
types to their advantage?
c) How would you design a marketing campaign for a product that belongs in
the ‘avoidance – avoidance’ category (i.e. insurance policy). Discuss the
ways you might use to motivate people to purchase such service when
creating a campaign for it.
2) a) Define the concepts of stimulus generalization and stimulus discrimination.
b) How can these concepts be used as effective strategies in marketing?
Discuss, using examples from the FMCG category of products to illustrate
your answer.
3) a) How is each one of the senses used by marketers to create effective
marketing campaigns?
b) Briefly discuss the role of each sense in marketing and illustrate your
answer with examples based on marketing practice.
c) Which senses a marketing campaign for an expensive mobile phone would
try to stimulate?
4) a) Discuss how consumers use brands to reveal their real, ideal and extended
selves.
b) To support your arguments provide a minimum of two examples for each
category of the self and use examples that refer to fashion brands.
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School of Marketing and Management
Answer Paper for 2022 Resit/Deferral Exams