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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2012

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2011/2012
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304: CONSUMER BEHAVIOUR
DATE: WEDNESDAY, 28TH MARCH 2012 TIME: 4.30 P.M. – 6.30 P.M.
INSTRUCTIONS: Question One is compulsory for all.
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Answer Two (2) other questions.
Allocation of marks is as indicated at the end of each question.

1.Marketers are faced with a lot of challenges as they undertake marketing activities. It is therefore critical to take consumer behavior as an area of study before participating
in the marketing arena. In this context, respond to the following:
a)Explain the importance of taking consumer behavior as an area of study.(15 marks)

b)Explain the challenges that marketers encounter as they try to understand consumer behavior.(15 marks)

2.a)As a marketer, discuss the role of communication in influencing purchase decision positively.(10 marks)

b)Highlight the factors that may hinder communication between the marketer and the consumer.(10 marks)

3.a)Consumer organizations are critical for the welfare of the relationship between the marketer and the consumer. Explain how consumer organizations can be strengthened.(10 marks)

b)Highlight the trends that are likely to impact on the development of consumer organizations in Kenya(10 marks)

4.Briefly discuss the following terms in relation to consumer behavior:
a)Consumer motivation(5 marks)

b)Consumer memory (5 marks)

c)Consumer attitudes (5 marks)

d)Consumer personality (5 marks)

5.a)“External environmental factors play a major role in influencing consumer’s purchase decisions.” Discuss.(10 marks)

b)Evaluation of alternative ways of satisfying consumer needs is a critical step in consumer’s decision making process. Explain the major sources information that can help influence consumer towards a purchase decision.(10 marks)

Consumer Behaviour Question Paper

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