MKTG 303 |

Consumer Behaviour

Semester 2 2022
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 MKTG303 WEEK 12
RECAP AND EXAM PRACTICE
THE CONTENT OF THE
EXAM
Week 7 Household Consumption

Week 8 Marketing and Consumerism

Week 9 Decision Making Process

Week 10 Reference Groups and Social Influence

Week 11 Culture and Consumption

 HOW TO APPROACH
MKTG303 CONTENT
Understand overarching theme behind (the second half of) the course and specific lecture topics

Identify the key theoretical concepts in each lecture, and think about the relevant examples
(marketing, preferably your own) that illustrate these concepts and definitions

Think about how theoretical concepts are linked within each lecture

Think about how theoretical concepts are connected across lectures

Critically reflect on these concepts (tell us what you think and support your position with theories
that we covered)
HOW ARE THE TOPICS
LINKED?
Week 9
Decision Making
Week 8
Process
Marketing and
Consumerism Week 7
Household
Consumption
Week 10
Reference Groups,
Social Influence &
Brand
Communities

Week 11
Culture and
Consumption
 OVERARCHING (BIG) QUESTIONS
FOR EACH LECTURE:
What is the relationship between marketing, consumption, and culture (in consumerist
societies) ?

 Why marketing is pervasive? How do marketers shape (individual) consumer decisions?

 How do other people influence us when we make our consumption choices? How can
we use this in marketing?

 How does culture influence consumption? How does culture influence marketing? How
do consumption and marketing influence culture? Why should marketers care?
WEEK 7 – HOUSEHOLD
CONSUMPTION
The key theoretical concepts:
 Family as a consumer group
 Consumer life stages
 Household influence
 Consumer socialisation, and some ethical concerns
 Consider links to decision making, reference groups and social
influence
WEEK 8 - CONSUMERISM
The key theoretical concepts:
 Consumerism Ideology
 Consumption purposes and motives in the era of consumerism
 The role of marketing in the era of consumerism
I. Storehouse function
II. Powerhouse function
 Implications for marketing as a social function within consumerist
societies
WEEK 9 – DECISION-
MAKING
The key theoretical concepts:
 Focus on the first three stages (problem recognition and information
search + evaluation and selection)
 What is problem recognition, different types of problems that people
encounter (involvement and types of decision making (habitual, limited,
extended)
 Marketing strategies used to activate/supress problem recognition
 The role of marketers during information search an evaluation and selection
stages of decision-making.
 Consider the links with consumerism and other theories
WEEK 10 – REFERENCE GROUPS, SOCIAL
INFLUENCE & BRAND COMMUNITIES
The key theoretical concepts:
 Types of groups (Group Classification) with implications
 Types of resources that groups provide for individual decision-making
 Determinants of the strength of reference group influence
 What is a brand community? Brand communities online? How can
marketers create brand communities?
 Links with individual decision-making making
 Links with consumerism
WEEK 11 – CULTURE AND
CONSUMPTION
The key theoretical concepts:
 Perspectives on ‘culture’ in consumer behaviour
 Consumer acculturation
 Symbols
 Values
 Myths & Rituals, and how they are used in advertising
 Links with consumerism
HOW ARE THE TOPICS
LINKED?
Week 9
Decision Making
Week 8
Process
Marketing and
Consumerism Week 7
Household
Consumption
Week 10
Reference Groups,
Social Influence &
Brand
Communities

Week 11
Culture and
Consumption
 REMEMBER PART 1 –
CONSUMERS AS INDIVIDUALS
Perception Learning Memory Self Personality Demographics

Involvement Motivation Psychographics

Attitude Formation & Change Social Class

 EXAM
FORMAT
 EXAM FORMAT
 
3-hour exam + 30 min (reading, submission time).

There will be a CASE STUDY containing advertisements and some description about
these advertisements.
 
You will be asked to answer TWO essay questions based on the case study.
 
Each question is worth 25 marks.

Max word limit 800 words per question

 
The examination is worth 50 marks (50%)
Last year’s exam:
Sem 1 exam:
TIPS
 Plan your time. You need to answer only two questions and you have three hours (1.5
hours on each).
 Read the question – be sure to answer the question being asked.
 PLAN your answer
 Think about what is YOUR MAIN POINT that you are trying to communicate in your
answer
 INTEGRATE – draw on RELEVANT theories from throughout the course to help you to
answer the question. Ask yourself – how do I know this?
 Use (additional) marketing examples to illustrate your points. Identify these BEFORE
the exam – it is difficult to think of them during the exam. Try to use your own
examples.

 ANSWER BOTH QUESTIONS

AN EXAMPLE OF A QUESTION

Using the ad and the case study as a starting point, write an essay that explains the concepts of myths and rituals, and
their importance for marketers. In addition, your answer must incorporate two other relevant consumer behaviour
theories or concepts covered in the course.

YOUR ANSWER:

 Must be written in the essay form (i.e., introduction and conclusion)

 Must focus on the question asked

 Must reflect the ad and the case study material

 Must incorporate TWO other relevant theories

 Typically would use additional examples beyond the given ad and the case study, which are appropriately integrated
within the essay
 START BY ASKING THESE
QUESTIONS:
 What are the key concepts asked in this study?

 What are the other TWO concepts that I can bring in here to talk about? (Can I use examples from
the ad?)

 What is my essay about?

 What is the relationship between the concepts that I will talk about in my essay?

 What evidences from the ad can I use to explain/provide example for these concepts?

 Do I need any other examples? How will I integrate these other examples into the essay?

 How would I structure an essay based on the above?

- Introduction … Conclusion
 HOW TO APPROACH
STUDYING FOR EXAM
 Start with WEEK 12 recap lecture slides, then go to ‘objectives’ slide and ‘key questions’ slides for each week.

 Make sure that you understand the key concepts from each lecture. Go back to the textbook and/or readings.

 Make sure you can explain the key concepts in your own words and provide relevant examples.

 Consider how different concepts are linked together (e.g., how is consumerism is linked with reference group
influences).

 Practice previous exam questions.

 Ask for help if you get stuck!

 HELP DURING THE EXAM
PREPARATION
 Exam Time: Friday, 11th November, 12.30pm (NZT)
 Piazza will be open until 11th November
 Nina’s Office Hours leading up to the exam:

Day Time Link

Mondays, 31/10 and 7/11 11am-12pm https://auckland.zoom.us/j/98791825624
Tuesday, 25/10 1-2pm https://auckland.zoom.us/j/93876194343
Wednesday, 2/11 12-1pm https://auckland.zoom.us/j/95034965361
Wednesday, 9/11 10-11am https://auckland.zoom.us/j/94570979549

Please note: Nina on leave from 12pm 9 November and all day 10 November!
 NINA’S
FINAL
“WORDS OF
WISDOM”
CRITICAL THINKING
Don’t take everything at face value
Critically question things
Challenge yourself
JOB HUNTING
Try out different things
Internships over summer
Part-time work
Volunteering
Talk to people in jobs you think you could enjoy
NETWORKING
If you haven’t already, create a good detailed LinkedIn profile
Again, chat to people you could see yourself working for
Talk to your lecturers about opportunities they may know about, or people
they could get you in touch with
POSTGRAD STUDY
Think about an Honours, Masters programme – do you enjoy learning and
studying?
Talk to current postgrad students about their experience (the good, the bad,
the ugly)
Talk to your lecturers about options
REFERENCES
 Ask your lecturers for job, internship, scholarship references
ENJOY LIFE!
Take a break!
Spend time with family
Travel, in NZ or abroad
Catch up with friends
…
Thank you!

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