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Cam 304-M: Consumer Behaviour Question Paper

Cam 304-M: Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2009

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UNIVERSITY EXAMINATIONS: 2008/2009
THIRD YEAR STAGE 1 EXAMINATION FOR THE DEGREE OF
BACHELOR OF COMMERCE
CAM 304-M: CONSUMER BEHAVIOUR
DATE: DECEMBER 2008 TIME: 2 Hours
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Explain the following terms as used in the context of consumer behaviour
i) Cognitive Dissonance
ii) Perception
iii) Lifestyle
iv) Motivation
v) Culture (2 Marks each)
(Total 10 Marks)
b) Using a diagram or otherwise, explain the importance of the sensory system to a
Marketer (10 Marks)
c) What are the factors that influence consumer purchase decisions (10 Marks)
(Total 30 Marks)
QUESTION TWO
Research has it that high heeled shoes are on fashion among the young Malaysian women.
Many teenagers have died after tripping over their shoes and fracturing their skulls.
However,
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followers of the style claim they are willing to risk twisted ankles, broken bones, bruised
faces and other dangers associated with these shoes. One teenager said, “I have fallen and
twisted my ankle many times, but they are so cute that I won’t give them up until they go
out of fashion.” Many consumers seem to be willing to suffer for the sake of fashion.
Others argue that that they are merely pawns in the hands of designers, who conspire to
force fashion down their throat.
i) What is your opinion? (2 Marks)
ii) How important is it for people to be in style? (6 Marks)
iii) What are the pros and cons of keeping up with the latest fashions? (8 Marks)
iv) Do you believe that the clients are at the mercy of designers and Marketers
of fashion goods? (4 Marks)
(Total 20 Marks)
QUESTION THREE
Making use of a flow chart explain Consumer Purchase Decision making Model
highlighting the features of each component. (20 Marks)
(Total 20 Marks)
QUESTION FOUR
“Valentine has become highly commercialized. It is just another time to do shopping,
exchange gifts and stimulate the economy.” Do you agree with the statement? Why or why
not? (20 Marks)
(Total 20 Marks)
QUESTION FIVE
a) Explain the role of the following in the enhancing consumer behaviour;
i. Motivation
ii. Adaptation of new products
iii. Attitudes
iv. Consummerism (12 Marks)
b) Discuss the Two- Way Information Flow Theory (8 Marks)
(Total 20 Marks)

Cam 304-M: Consumer Behaviour Question Paper

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