**Instructions:**
- Answer all the questions.
- All questions are of equal marks.
- Write your answers in the provided space. Use the back of the paper if necessary.
- Be concise and clear in your responses.
**Section A: Multiple Choice Questions (1 mark each)**
1. Which of the following best defines consumer behavior?
a) The study of marketing strategies
b) The study of how consumers make decisions and use products
c) The study of product development
d) The study of advertising techniques
**Answer: b) The study of how consumers make decisions and use products**
2. What is the primary goal of consumer behavior analysis?
a) To increase production efficiency
b) To maximize profits
c) To understand how consumers make decisions
d) To reduce advertising costs
**Answer: c) To understand how consumers make decisions**
2
, 3. When consumers engage in selective exposure, what are they doing?
a) Ignoring all advertising messages
b) Paying attention only to messages that confirm their existing beliefs
c) Exposing themselves to all advertising messages equally
d) Evaluating the credibility of advertising messages
**Answer: b) Paying attention only to messages that confirm their existing beliefs**
4. Maslow's Hierarchy of Needs categorizes needs into how many levels?
a) 2
b) 3
c) 4
d) 5
**Answer: d) 5**
5. What is cognitive dissonance?
a) A type of memory loss
b) The feeling of discomfort when holding contradictory beliefs or attitudes
c) A marketing strategy
d) A method of consumer research
**Answer: b) The feeling of discomfort when holding contradictory beliefs or attitudes**
**Section B: Short Answer Questions (2 marks each)**
6. Explain the concept of "perception" in consumer behavior. Provide an example.
**Answer: Perception in consumer behavior refers to how individuals interpret and
make sense of the information they receive through their senses. For example, if a
consumer sees a smartphone advertisement highlighting its sleek design and advanced
features, they may perceive it as a high-quality product, which could influence their
purchase decision.**
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