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Cam 304 Consumer Behaviour Question Paper

Cam 304 Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2011

UNIVERSITY EXAMINATIONS: 2011/2012
YEAR 3 EXAMINATION FOR THE BACHELOR OF COMMERCE
CAM 304 CONSUMER BEHAVIOUR (Day +Eve)
DATE: APRIL 2012 TIME: 2 HOURS
INSTRUCTIONS: Answer Question One and Any other Two Questions
QUESTION ONE
a) The term ‘’ consumer” is often used to describe two different types of entities. Discuss? ( 6 Marks)
b) Describe any FIVE types of consumer behaviors. (10 Marks)
c) Highlight the psychological factors that influence consumer behavior. (10 Marks)
d) By use of an example, differentiate between a customer and a consumer. ( 4 Marks)
QUESTION TWO
a) With the aid of an illustration, explain the concept of individual differences in innovativeness.
(10 Marks)
b) Information search is a key step in the consumer buying decision. State two major categorizations
of sources of information and list various sources under each category. (10 Marks)
QUESTION THREE
a) According to the tricomponent attitude model, attitudes consist of three major components; a
cognitive component, an affective component, and a conative component. Explain each of the three
components. (12 Marks)
b) Describe some of the possible responses that may be exhibited by an unsatisfied consumer.
(8 Marks)
2
QUESTION FOUR
a) Elucidate some of the common applications of the stimulus generalization principle. (10 Marks)
b) Give a detailed account of the 7’Os framework of consumer research. (10 Marks)
QUESTION FIVE
a) Define the term ‘instrumental conditioning’ and explain its strategic application in the market
place. (10 Marks)
b) With the aid of examples, discuss Maslow’s hierarchy of needs model. (10 Marks)

Cam 304 Consumer Behaviour Question Paper

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