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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Science In Entrepreneurship Studies

Institution: Moi University question papers

Exam Year:2009

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION
CONSUMER BEHAVIOUR
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other TWO Questions
QUESTION ONE
(a) Under what situations might the availability of secondary data make primary research
Unnecessary? (2 Marks)
(b)“Marketing efforts change consumer needs” Discuss as to why or why not.? (8 Marks)
(c) Differentiate the effect of differential from absolute threshold in buyer decision
making process. (10 Marks)
(d) Distinguish with relevant examples how the following consumer buyer behaviour would be
executed from a marketer’s point of view.
(i) Complex Buying
(ii) Variety Seeking Buying
(10 Marks)
QUESTION TWO
a) Analyze the interrelationship between consumer behaviour discipline and marketing concept.
(10 Marks)
b) Analyze the uniqueness that exists between consumer and business to business
marketing. (10 Marks)
QUESTION THREE
Illustrate how market segmentation, targeting and positioning may be used in the development of a
marketing strategy for a product of your choice.
(20 Marks)
QUESTION FOUR
Explain how the principles of (a) Instrumental and (b) Classical Conditioning theories may be applied in the development of marketing strategies. (20 Marks)
QUESTION FIVE
(a) With the aid of a clear diagram illustrate the various adopter categories (10 Marks)
(b) How would you constitute an effective Decision Making Unit (DMU) in your employing
organization? (10 Marks)

Consumer Behaviour Question Paper

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