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Consumer Behavior Question Paper

Consumer Behavior

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR
BACHELOR OF COMMERCE
BBA 304: CONSUMER BEHAVIOUR
DATE: Friday, 26th November 2010

TIME: 4.30 p.m – 6.30 p.m
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INSTRUCTIONS:
Answer questions ONE and TWO other questions
Q1.
Consumer Behaviour is critical for all marketers so as to effectively implement
marketing activities. With reference to this fact, respond to the following:
(a)
Highlight reasons as to why Consumer Behaviour is important as an area of study. [15 marks]
(b)
Discuss the challenges marketers experience in relation to Consumer Behaviour as they undertake marketing activities. [ 15 marks]

Q2.
Discuss briefly the steps followed in Decision Making Process. [ 20 marks]

Q3.
Define the following terms on Consumer Behaviour.
(a)
Perception
(b)
Attitudes
(c)
Communication
(d)
Motivation
(e)
Learning Process
[4 marks each]

Q4.
(a)
Differentiate between Personal Bias and Organization Bias. [ 10 marks]
(b)
Using a diagram discuss the Adopter Categories. [10 marks]

Q5.
(a)
Discuss the future of Consumer Behaviour in Relation to Technological factors. [10 marks]
(b)
Discuss the role played by Socio- Economic factors in influencing Consumer Behaviour. [ 10 marks]