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Consumer Behavior Question Paper

Consumer Behavior

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2008

COURSE CODE: MKTG 312
COURSE TITLE: CONSUMER BEHAVIOUR
STREAM: Y3S1

INSTRUCTIONS:
1. Answer question ONE and any other TWO questions

1 (a) Consumer movement has attracted attention in the last decade.
(i) Discuss the role played by consumer organizations in shaping marketing
activities. (5 marks)
(ii) What challenges do consumer organizations face as they strive to play their
role? (5 marks)
(b) Explain the following terms with reference to consumer research
(10 marks)
(i) Demographic measures
(ii) Consumer activity measures
(iii) Cognitive measures
(iv) Word association tests
(v) Projective tests
(c) You are the Marketing manager of a very successful firm. A medium size
enterprise has invited you to train the departmental heads on the
importance of studying consumer behaviour. Discuss your presentation.
(10 marks)
2 (a) A college student has just purchased a new personal computer
(8 marks)
(i) What factors might cause the student to experience post purchase
dissonance.
(ii) How can the student try to overcome the dissonance
(iii) How can the computer manufacture help
(b) Analyze the consumer characteristics of social classes that help marketers in
understanding and meeting consumer needs and wants. (12 marks)
3 (a) Explain how you can use Maslow’s motivation theory in marketing
consumer products (10 marks)
(b) Discuss the role played by family in shaping consumer purchasing decisions
(10 marks)
4 (a) How can the following factors be used in the marketing of consumer
products
(i) Consumer personality (5 marks)
(ii) Consumer perception (5 marks)
(iii) Consumer attitudes (4 marks)
(b) Choose a new product that you would like to introduce in the market.
Highlight the product attributes that will help to differentiate it from your
competitors’ products. (6 marks)
5 (a) Discuss the reason for developing new consumer product offerings
(8 marks)
(b) The concepts of diffusion of innovations is useful in understanding
consumer behaviour. Analyze the diffusion process. (12 marks)

Consumer Behavior Question Paper

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