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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2010

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304:CONSUMER BEHAVIOUR
DATE: Wednesday, 21st July, 2010
TIME: 2.00 p.m. – 4.00 p.m.
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INSTRUCTIONS:
Question ONE is Compulsory. Answer any other TWO questions.
Question One (1)
a)As a marketer, explain the importance of understanding consumer behaviour in
your decision making.(10 marks)

b)In today’s dynamic marketing world, how can you use consumer behaviour to
segment the market.(10 marks)

c)Explain the importance of understanding how consumers process information.(10 marks)

Question Two (2)
Discuss how you can use the following to influence consumer behaviour:-
i)Perceptual principles (10 marks)
ii)Communication principles (10 marks)

Question Three (3)
Explain how you can vary each of the 4 P’s of marketing to influence consumer
behaviour. Each ‘P’ should be explained separately.(5 marks for EACH ‘P’)

Question Four (4)
List and briefly explain ten external environment factors that are likely to influence
consumer behaviour.(20 marks)

Consumer Behaviour Question Paper

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