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Cam 304-M: Consumer Behaviour Question Paper

Cam 304-M: Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

1
UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 304-M: CONSUMER BEHAVIOUR (EVENING CLASS)
DATE: DECEMBER 2009 TIME: 2 HOURS
INSTRUCTIONS: Answer ONE and Any other TWO Questions
QUESTION ONE
a) In any purchase process, there are various issues that arise at different stages. Mention these
in reference to the following;
i) Marketers [5 Marks]
ii) Consumers [5 Marks]
b) The application of electronic commerce is fast becoming widespread in the consumption of
products (goods and services) globally. Would you consider that when students at KCA
University download materials on the Internet they are infringing on intellectual property?
Give your reasons. [8 Marks]
c) The group one belongs to influences the nature and type of purchase to undertake. Discuss
the positive and negative factors that influence a person’s behaviour.
[12 Marks]
2
QUESTION TWO
a) Explain how an understanding of the family life cycle assists marketers.
[10 Marks]
b) Highlight FIVE variables that affect a consumer’s purchase decision at each stage of the
cycle above? [10 Marks]
QUESTION THREE
Motivation is a critical aspect that influences consumption patterns as described by
management guru’s. As a consultant at Softa Associates, develope a promotional strategy for
an academic programme at KCA U stressing on each level of Maslow’s Hierarchy of needs
model. [20 Marks]
QUESTION FOUR
a) Explain the meaning of the term personality [2 Marks]
b) List the dimensions that can be used to establish the position of a brand in the marketplace
[8 Marks]
c) Baby Care Inc has employed you as the marketing manager. Your first task is to undertake a
research to determine the market needs. Enumerate the content of your research at each stage
of the process. [10 Marks]
QUESTION FIVE
a) Define perception [2 Marks]
b) There are various factors that are said to influence consumer perception as listed below.
Discuss the impact of each of these on consumer perception:
i) Threshold Limit
ii) Education
iii) Social Class [6 Marks Each]
[Total 20 Marks]

Cam 304-M: Consumer Behaviour Question Paper

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