Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Science In Entrepreneurship Studies

Institution: Moi University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR
CONSUMER BEHAVIOUR
DATE: APRIL 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer Question ONE and Any other TWO Questions
QUESTION ONE
a) Discuss the five buying roles in the decision making process. (10 Marks)
b) With the use of an illustration, explain the concept of individual differences in innovativeness
(8 Marks)
c) Write brief notes about any four theories of personality. ( 12 Marks)
QUESTION TWO
a) With the aid of a diagram discuss the stimulus-response Model. ( 16 Marks)
b) Enumerate the stages of the perception process. ( 4 Marks)
QUESTION THREE
a) Explain the key factors and sub-factors that influence consumer behavior (14 Marks)
b) Highlight various types of problem solving behaviors exhibited by consumers. ( 6 Marks)
QUESTION FOUR
a) From a Marketing perspective define the term ‘learning’, and briefly describe the elements of learning. ( 8 Marks)
b) Discuss any THREE theories of learning. ( 12 Marks)
QUESTION FIVE
a) Explain any product characteristics that influence diffusion. (10 Marks)
b) Discuss any five sources of influence on consumer attitude formation (10 Marks)

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