17 hours examination

C19CE

Page 1 of 2 Semester 3 – 2019/20

SCHOOL OF SOCIAL SCIENCES

Edinburgh Business School

CONSUMER BEHAVIOUR Course Code: C19CE

AUGUST 2020

INSTRUCTIONS

Answer any TWO questions

All questions carry equal marks

PLEASE USE A SEPARATE ANSWER BOOK FOR EACH ANSWER

C19CE

Page 2 of 2 Semester 3 – 2019/20

Answer any TWO questions Word Limit – 1,000 words per question 1. Critically evaluate the perceptual process as a means of informing effective

marketing practice. (100 marks)

2. Critically evaluate how attitudinal theory may inform marketers’ attempts to

change attitudes. (100 marks)

3. Critically discuss how an understanding of theories of the consumer’s self/identity

inform marketing practice. (100 marks)

4. Critically discuss the importance of understanding the consumer process of

shopping, buying and disposing. (100 marks)

5. Critically evaluate the nature and role of cultural difference within marketing.

(100 marks)

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