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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: WEDNESDAY

DATE: 07/12/2011
TIME: 9.00 A.M– 11.00 A.M.
STREAM: Y3S1

INSTRUCTIONS
Answer question ONE and ANY other TWO questions
QUESTION ONE
a) Identify a specific shopping product and explain the stages a consumer will go through in
purchasing the product (10 mks)
b) Discuss using relevant examples how group properties influence consumer purchasing
behavior (10 mks)
c) “Consumer Organizations in Kenya are toothless”. Discuss this statement (10 mks)

QUESTION TWO
a) Explain the influence of the following psychological factors to consumer behavior
i)
Perception (5 mks)
ii)
Learning and memory (5 mks)
iii)
Attitude formation and change (5 mks)
iv)Personality and lifestyle (5 mks)

QUESTION THREE
a) How can marketers use family life cycle to effectively market their products and services
(12 mks)
b) Discuss the role played by focus groups in consumer research (8 mks)
QUESTION FOUR
a) Using relevant examples, discuss the adoption process (10 mks)
b) Some of the new products fail in the first two stages of product life cycle. What are the
reasons that contribute to such failures (10 mks)

Consumer Behaviour Question Paper

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