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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2012

KABARAK
UNIVERSITY

UNIVERSITY EXAMINATIONS
2011/2012 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
MKTG 312: CONSUMER BEHAVIOUR
DAY: MONDAY

DATE: 30/07/2012
TIME: 3.00 – 5.00 P.M.

STREAM: Y3S1
INSTRUCTIONS
? Attempt question ONE and any other TWO questions

QUESTION ONE
a) “It is increasingly important to study consumer hehaviour”. Explain (5 Marks)
b) “A consumer’s social class is a product of a wider heritage”. Explain and describe its
characteristics. (6 Marks)
c) Explain the basis of Maslow’s theory and why it is usually illustrated in a triangle?
(4 Marks)
d) How can Maslow theory help the Kenyan marketer understand consumers? (15 Marks)

QUESTION TWO
Discuss why the historical development of the marketing concept is said to be evolutionary and
not revolutionary, and why the study of consumer behavior is only central in some and not all the
stages in the development? (20 Marks)

QUESTION THREE
“A buyer’s decisions are in many ways influenced by personal characteristics”. Discuss focusing
on a Kenyan consumer (20 Marks).

QUESTION FOUR
“The buying process starts long before the actual purchase and has consequences long after”.
Discuss (20 Marks)

QUESTION FIVE
a) Explain the significance of market segmentation in a marketer’s effort to understand the
behavior of consumers (6 Marks)
b) Describe the process of market segmentation (14 Marks)

Consumer Behaviour Question Paper

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