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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY
UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 312 – CONSUMER BEHAVIOUR
DAY: THURSDAY

DATE: 12/04/2012
TIME: 3.00 – 5.00 P.M.

STREAM Y3S1

INSTRUCTIONS:
Attempt question ONE and any other TWO questions

QUESTION ONE
(a) Explain what is meant by Maslow hierarchy of needs (5 Marks)
(b) How is it used to exemplify the motivation theory? (10 Marks)
(c) How can it be used to illustrate the different levels of human needs? Give two examples
of each of these needs (15 Marks).

QUESTION TWO
“The modern marketer first tries to understand the consumers and their responses, and then
studies the basic characteristics of their behavior”.
a) How can such a study be defined? (2 Marks)
b) This emphasis is particular to the marketing orientation phase of marketing evolution,
unlike earlier phases. Explain. (6 Marks).
c) What pertinent questions does the study seek answers to? (8 Marks)
d) Why is important to study the behavior of consumers? (4 Marks)

QUESTION THREE
“Each culture consists of smaller subcultures that provide more specific identification and
socialization for their members”. Discuss the validity of this statement within the Kenyan
context and show how they influence consumer behavior (20 Marks).

QUESTION FOUR
“People buy different goods and services over a lifetime. Taste in food, clothes, furniture, and
recreation is often age related”.
a) What minor factor influencing consumer behavior is depicted in this statement? What
other factors does it work alongside? (7 Marks)
b) Describe the major factor from which it is a branch and make brief contrasts with the
other major influencers of consumer behavior. (7 Marks)
c) Use three examples to demonstrate the relevance of this statement in a Kenyan
perspective. (6 Marks)

QUESTION FIVE
“Smart companies try to fully understand the customers’ buying decision process – all their
experiences in learning, choosing, using, and even disposing of a product”. Justify this statement
by briefly explaining the ‘Five Stage Model’. (20 Marks)

Consumer Behaviour Question Paper

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