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Mktg 312: Consumer Behavior Question Paper

Mktg 312: Consumer Behavior

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2010/2011 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 312
COURSE TITLE: CONSUMER BEHAVIOR
STREAM: Y3S1

INSTRUCTIONS:
Answer question ONE and any other TWO questions

1 a) Discuss the stages of a buyer decision process that a customer would go through
when purchasing a vehicle (6mks)

b) Suggest possible psychological influences that might influence the decision of the
vehicle purchaser in (a) above (6mks)

c) Discuss using relevant examples how group properties influence consumer behavior
(10mks)

d) Focus groups are gaining popularity in consumer research. Discuss the role played by
the focus groups in exploratory research (8mks)

2 a) “Consumer Organizations in Kenya are a toothless Dog”. Discuss this statement
(10mks)

b) Discuss the characteristics of culture citing relevant examples of their influence s on
consumer behavior (10mks)

3 a) How can marketers use the family life cycle to effectively market their products and
Services (12mks)

b) All products that are “new” do not have equal potential for consumers’ acceptance.
Explain the product characteristics that influence diffusion (8mks)

4 a) Identify two products; one that has failed and another that has been very successful
in the market. Give reasons for the failure and success of the chosen products
respectively (10mks)

b) “Consumer behavior is very important in marketing, yet marketers ignore it”. Discuss
(10mks)

Mktg 312: Consumer Behavior Question Paper

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