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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2009/2010
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 304-M: CONSUMER BEHAVIOUR
DATE: AUGUST 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Define the term:
(i) Consumer behavior.
(ii) Cognitive dissonance.
(iii) Consumer learning.
(iv) Social class. (10 Marks)
b) A study of consumer behavior is an important aid to the Marketer in devising Marketing
strategies. Explain (10 Marks)
c) Briefly explain the steps involved in the consumer decision making process. (10 Marks)
QUESTION TWO
a) Describe any one of the behavioral learning and personality development theories that affect the
consumption related decisions of consumers in a given Market and their relevance to a Marketer.
(10 Marks)
2
b) Describe any five factors that influence a consumer’s behavior when making a purchase decision.
(10 Marks)
QUESTION THREE
a) Explain the flow of information between the opinion leaders and the opinion receivers in
Market. Use relevant examples. (12 Marks)
b) Describe four types of consumer buying behavior. (8 Marks)
QUESTION FOUR
Briefly explain the family lifecycle concept in consumer behavior identifying the kind of appeals a
Marketer may use at each stage (20 Marks)
QUESTION FIVE
a) Discuss the reference groups’ influence on products and brands. (10 Marks)
b) Briefly explain the classifications of buying motives . (10 Marks)

Consumer Behaviour Question Paper

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