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CONSUMER BEHAVIOUR
NQF LEVEL 3
(3041033)
11 March 2019 (X-Paper)
09:00–12:00
This question paper consists of 8 pages.
NATIONAL CERTIFICATE (VOCATIONAL)
(3041033) -2- NC640(E)(M11)V
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TIME: 3 HOURS
MARKS: 150
INSTRUCTIONS AND INFORMATION
1.
2.
3.
4.
Answer ALL the questions.
Read ALL the questions carefully.
Number the answers according to the numbering system used in this question
paper.
Write neatly and legibly.
(3041033) -3- NC640(E)(M11)V
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SECTION A
QUESTION 1
1.1
Various options are given as possible answers to the following questions.
Choose the answer and write only the letter (A–D) next to the question
number (1.1.1–1.1.5) in the ANSWER BOOK.
1.1.1
Which ONE of the following stages is NOT part of a consumer's
process when deciding which product or service to buy?
A
B
C
D
Input stage
Outgoing stage
Process stage
Output stage
1.1.2
Which ONE of the following is a source used by consumers to look
for information after they recognise a need?
A
B
C
D
Exhibitions
Brand names
Magazines
Society
1.1.3
Which ONE of the following statements describes new task
buying?
A
B
C
D
The organisation buys the same product again and again.
The organisation knows exactly what it wants to buy.
The organisation buys products it has never bought.
The organisation buys a product with small differences.
1.1.4
Something that exists in nature and can be used by people:
A
B
C
D
Raw material
Car
Hairdryer
Natural resource
1.1.5
The law of supply states that …
A
B
C
D
when the equilibrium price is reached, prices do not change.
higher price leads to a higher quantity supplied and that a lower
price leads to a lower quantity supplied.
the higher the price of a product, the fewer the products sold.
when the equilibrium price is reached, price becomes constant.
(5 × 1)
(5)
(3041033) -4- NC640(E)(M11)V
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1.2
Choose a description from COLUMN B that matches an environment in
COLUMN A. Write only the letter (A–G) next to the question number
(1.2.1–1.2.5) in the ANSWER BOOK.
COLUMN A
COLUMN B
1.2.1
1.2.2
1.2.3
1.2.4
1.2.5
Internal environment
Social environment
Technological
environment
Demographic
environment
Economic
environment
A
B
C
D
E
F
G
factors such as imports and exports
age, gender, income and marital
status
human resources
most businesses have a website
occupational health and safety
families are becoming smaller
demand and supply
(5 × 1)
(5)
1.3
Indicate whether the following statements are TRUE or FALSE. Choose the
answer and write only 'True' or 'False' next to the question number
(1.3.1–1.3.10) in the ANSWER BOOK.
1.3.1
Marketing managers or marketers are responsible for carrying out
market segmentation.
1.3.2
Consumers who use to buy products in the past are called former
users.
1.3.3
Believers always want to try new things.
1.3.4
The last step of the market segmentation process is to select a
market or product category.
1.3.5
One of the advantages of a multi-segment approach is that it is
expensive to manufacture different products for different markets.
1.3.6
Bread is an example of a mass-marketed product.
1.3.7
The purpose of market segmentation is to allow organisations to
adapt their marketing mix to the needs of the target market.
1.3.8
Primary data is data that has been collected previously for other
purposes.
1.3.9
Coding means that a symbol or letter is given to a possible answer.
1.3.10
Product attributes make the product special and form a very
important part of the positioning strategy.
(10 × 1)
(10)
(3041033) -5- NC640(E)(M11)V
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1.4
Choose the correct term from those given in brackets. Write only the term
next to the question number (1.4.1–1.4.10) in the ANSWER BOOK.
1.4.1
The (introduction/decline) stage is characterised by heavy
promotion.
1.4.2
(Validating/Collating) information means confirming that information
is correct.
1.4.3
A (fire/evacuation) coordinator is responsible for assisting
employees to leave the premises.
1.4.4
(Ergonomic/Physical) dangers are caused by bad sitting positions.
1.4.5
The (market segment/target market) is part of the overall market
and consists of consumers with similar wants and needs.
1.4.6
(Centralised/Decentralised) means buying is done usually at the
head office by the buying team.
1.4.7
(Economic/Personal) context refers to the circumstances of the
individual.
1.4.8
A (need/want) is something one can live without.
1.4.9
A (service/manufacturing) business provides work performed by
experts like accounting for the benefits of its customers.
1.4.10
A (personal/business) consumer buys to sell the same products to
other organisations or households.
(10 × 1)
(10)
[30]
TOTAL SECTION A:
30
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SECTION B
QUESTION 2
Read the scenario below and answer the questions.
Lerato lives in Sunnyside, Pretoria. She wants to open a factory that manufactures
leather handbags. She came up with the following target market segment:
Ladies between 20 and 40 years old
Earning R15 000 and above per month
Living in the up-market area in the city
Watching a lot of television
Reading a lot of business magazines
Not listening to the radio
2.1.1
List the marketing-mix elements.
(4)
2.1.2
What would Lerato's marketing mix look like? (4 × 2)
(8)
2.1.3
Which type of target market segment is Lerato focusing on?
(2)
2.1.4
Discuss FOUR advantages of the target market segment mentioned in
QUESTION 2.1.3. (4 × 2)
(8)
2.2
Give THREE reasons why business consumers buy products and services.
(3 × 2)
(6)
2.3
Give TWO differences between organisational buying behaviour and other
consumers.
(2)
[30]
QUESTION 3
3.1
State TWO main factors of the market environment. (2 × 2)
(4)
3.2
The government market uses products and services to satisfy citizens' needs.
Give TWO examples of the products or services that should solve each of the
following needs:
3.2.1
Roads
3.2.2
Health
3.2.3
Education
3.2.4
Safety and security
(4 × 2)
(8)
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3.3
Identify each of the following stages of consumers' decision-making process:
3.3.1
Consumers look at possible products that will meet their needs.
3.3.2
Consumers ask themselves whether they made the right choice.
3.3.3
Consumers realise they have a need or want that must be
satisfied.
3.3.4
Consumers look around for information and think about which
product or service to choose.
3.3.5
Consumers pay and receive the product.
(5 × 2)
(10)
3.4
Distinguish between each of the following markets and give ONE example of
each:
3.4.1
National market
3.4.2
Local market
3.4.3
Regional market
3.4.4
International market
(4 × 2)
(8)
[30]
QUESTION 4
4.1.1
Give FOUR examples of industries that trade in the industrial sector.
(4)
4.1.2
Name ONE product each industry mentioned in 4.1.1 should produce.
(4)
4.2.1
Give THREE examples of business consumers.
(3)
4.2.2
Name ONE product that each business consumer you mentioned in 4.2.1
could sell.
(3)
4.3
Give THREE reasons that can lead to a change in the original research plan.
(3 × 2)
(6)
4.4
Name TWO sources of secondary data.
(2)
4.5
An organisation may experience serious negative effects if it does not
implement a positioning strategy.
State FOUR effects of not using product positioning. (4 × 2)
(8)
[30]
(3041033) -8- NC640(E)(M11)V
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QUESTION 5
5.1
Certain procedures can minimise risks caused by safety hazards.
As a safety manager, what would you do to minimise the risks caused by
each of the following hazards:
5.1.1
Natural dangers
5.1.2
Ergonomic dangers
5.1.3
Physical dangers
5.1.4
Chemical dangers
(4 × 2)
(8)
5.2
Consumer perceptions form the centre of a product-positioning strategy.
What is the general perception people have of each the following products:
5.2.1
Coca-Cola
5.2.2
BMW car
5.2.3
Leather couches
5.2.4
Nike shoes
5.2.5
Toyota Yaris car
(5 × 2)
(10)
5.3
The product life cycle consist of all the stages in the life of a product. One of
the stages is the growth stage.
Identify TWO strategies that can be used by marketers in the growth stage.
(2 × 2)
(4)
5.4
State TWO responsibilities of a security manager. (2 × 2)
(4)
5.5
Explain each of the following survey methods:
5.5.1
Personal interviews
5.5.2
Mail surveys
(2 × 2)
(4)
[30]
TOTAL SECTION B:
GRAND TOTAL:
120
150
