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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2008/2009
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304:CONSUMER BEHAVIOR
DATE: Tuesday 25th November 2008
TIME: 11.00 a.m. – 1.00 p.m.
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INSTRUCTIONS:
Answer question ONE and any other TWO

1.Imagine you are responsible for marketing some entirely new products or services like a new Kodak digital camera, the orange mobile services or an entirely new type of life assurance policy aimed at business women.Generate your “first thoughts” marketing proposal to address the following issues;
i)How far your chosen product/services satisfied (or could be made to satisfy) the characteristics normally associated with successful innovations(10 marks)
ii)Which form of market segmentation would be appropriate for your chosen product/service and why?(7 marks)
iii)What methods could be used in order to reach the innovators within the targeted market group(6 marks)
iv)How you would subsequently seek to communicate with less innovative groups of potential purchasers.(7 marks)

2.Several motivation theories were developed in the first place in order to describe
and explain what motivate people to work. Outline any two theories and examine their usefulness to marketers in explaining the behavior of people as
customers.(20 marks)

3.Describe the general stages in the consumer buying process and their relevance to
marketing.(20 marks)

4.Discuss the marriage analogy and the relationship between organizations and their
suppliers.(20 marks)

5.Prepare notes for presentation to be given to colleagues explaining the nature and
role that attitude play in buyer behavior. In particular you should;
a)Explain the different component of attitudes and their implication to those
wishing to change.(12 marks)

b)Suggest reasons why the development of positive attitude in the target
audience is important for those involved in the management of brands.(8 marks)

6.a)Marketing is a battle of perceptions. Discuss.(10 marks)

b)What is the relevance of reference groups in marketing(10 marks)

Consumer Behaviour Question Paper

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