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MNM2605 CONSUMER BEHAVIOUR – REVISION EXAM– COMPREHENSIVE
REVIEW EXAM QUESTIONS LATEST EDITION 2026 – 2027 VERSION
SOLVED QUESTIONS & ANSWERS
MNM2605 Consumer Behaviour – Revision Exam
Questions with Rationales
1. Which of the following BEST defines consumer behaviour?
A. The study of how organisations produce and distribute goods
B. The study of individuals, groups, or organisations and the processes they use to
select, secure, use, and dispose of products to satisfy needs
C. The study of government regulations affecting businesses
D. The study of financial markets and investment decisions
Correct Answer: B
Rationale: Consumer behaviour is defined as the study of individuals, groups, or
organisations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts these
processes have on the consumer and society.
2. A parent buys a toy for their child, who chooses which toy to get and then plays
with it. In this scenario, the parent is acting as the:
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A. User
B. Buyer
C. Payer
D. Initiator
Correct Answer: C
Rationale: The payer is the person who finances the purchase. The child is the buyer
(chooses the toy) and the user (plays with it), while the parent provides the money.
3. Which of the following is an example of a mental (cognitive) activity in consumer
behaviour?
A. Physically visiting a store
B. Evaluating product features before purchase
C. Paying for a product at checkout
D. Disposing of a product after use
Correct Answer: B
Rationale: Mental activities include thinking, evaluating, and decision-making. Physical
activities involve buying, consuming, and disposing.
4. The primary reason organisations should study consumer behaviour is to:
A. Increase production costs
B. Gain a better understanding of why customers buy what they buy
C. Reduce the number of products offered
D. Eliminate competition
Correct Answer: B
Rationale: By learning more about how consumers behave, organisations gain a better
understanding of why customers buy what they buy or why they respond to market
stimuli in a certain way.
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5. Which of the following is NOT one of the three roles of customers?
A. User
B. Buyer
C. Payer
D. Manufacturer
Correct Answer: D
Rationale: The three customer roles are user, buyer, and payer. Manufacturers are not a
customer role.
6. The cost of recruiting new customers is generally:
A. Lower than retaining existing customers
B. Equal to retaining existing customers
C. Higher than retaining existing customers
D. Unrelated to customer retention
Correct Answer: C
Rationale: The cost of organising and recruiting customers is far greater than the cost
associated with retention.
7. Which orientation focuses on the internal capabilities of the firm rather than the
desires and needs of the marketplace?
A. Marketing orientation
B. Production orientation
C. Sales orientation
D. Societal marketing orientation
Correct Answer: B
MNM2605 CONSUMER BEHAVIOUR – REVISION EXAM– COMPREHENSIVE
REVIEW EXAM QUESTIONS LATEST EDITION 2026 – 2027 VERSION
SOLVED QUESTIONS & ANSWERS
MNM2605 Consumer Behaviour – Revision Exam
Questions with Rationales
1. Which of the following BEST defines consumer behaviour?
A. The study of how organisations produce and distribute goods
B. The study of individuals, groups, or organisations and the processes they use to
select, secure, use, and dispose of products to satisfy needs
C. The study of government regulations affecting businesses
D. The study of financial markets and investment decisions
Correct Answer: B
Rationale: Consumer behaviour is defined as the study of individuals, groups, or
organisations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts these
processes have on the consumer and society.
2. A parent buys a toy for their child, who chooses which toy to get and then plays
with it. In this scenario, the parent is acting as the:
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A. User
B. Buyer
C. Payer
D. Initiator
Correct Answer: C
Rationale: The payer is the person who finances the purchase. The child is the buyer
(chooses the toy) and the user (plays with it), while the parent provides the money.
3. Which of the following is an example of a mental (cognitive) activity in consumer
behaviour?
A. Physically visiting a store
B. Evaluating product features before purchase
C. Paying for a product at checkout
D. Disposing of a product after use
Correct Answer: B
Rationale: Mental activities include thinking, evaluating, and decision-making. Physical
activities involve buying, consuming, and disposing.
4. The primary reason organisations should study consumer behaviour is to:
A. Increase production costs
B. Gain a better understanding of why customers buy what they buy
C. Reduce the number of products offered
D. Eliminate competition
Correct Answer: B
Rationale: By learning more about how consumers behave, organisations gain a better
understanding of why customers buy what they buy or why they respond to market
stimuli in a certain way.
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5. Which of the following is NOT one of the three roles of customers?
A. User
B. Buyer
C. Payer
D. Manufacturer
Correct Answer: D
Rationale: The three customer roles are user, buyer, and payer. Manufacturers are not a
customer role.
6. The cost of recruiting new customers is generally:
A. Lower than retaining existing customers
B. Equal to retaining existing customers
C. Higher than retaining existing customers
D. Unrelated to customer retention
Correct Answer: C
Rationale: The cost of organising and recruiting customers is far greater than the cost
associated with retention.
7. Which orientation focuses on the internal capabilities of the firm rather than the
desires and needs of the marketplace?
A. Marketing orientation
B. Production orientation
C. Sales orientation
D. Societal marketing orientation
Correct Answer: B
