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Mktg 312 2009/2010 Academic Year Question Paper

Mktg 312 2009/2010 Academic Year

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF COMMERCE
COURSE CODE: MKTG 312
COURSE TITLE: CONSUMER BEHAVIOUR
STREAM: Y3S1
INSTRUCTIONS:
Answer question one and any other two questions
1. (a) Discuss the role of consumer organizations in Kenya. (10 marks)
(b) Choose a specific product and show how it can be effectively communicated
through the adoption process. (10 marks)
(c) (i) Explain the various redress mechanisms that a dissatisfied consumer would
take and the measures a marketer should put in place to minimize customer
complaints. (5 marks)
(ii) Explain how group dynamics shape consumer behaviour (5 marks)
2. (a) (i) Explain using relevant examples the two types of measurement scales applied
in consumer research. (3 marks)
(ii) Discuss the advantages of using focus groups in consumer exploratory research.
(4 marks)
(iii) Differentiate between cross sectional and longitudinal consumer research.
(3 marks)
(b) Discuss the following theories and their relevance to the study of consumer
behavior.
(i) Freudian theory (5 marks)
(ii) Neo-Freudian theory. (5 marks)
3. (a) Explain how the following consumer factors can be used to market consumer
goods.
(i) Culture (5 marks)
(ii) Consumer motivation (5 marks)
(iii) Consumer perception. (5 marks)
(iv) Consumer attitude. (5 marks)
4. (a) Discuss the new product adopter categories and explain how an understanding
of each can help in marketing a new beauty product. (10 marks)
(b) Using relevant examples explain how a marketer can use social class to shape a
firm’s marketing strategies. (10 marks)
5. (a) Discuss the four perspectives of innovation and their implications to the marketing
of new products. (10 marks)
(b) You are a marketer who has recently undertaken studies in consumer behaviour
you are supposed to develop a new product or improve on an existing product.
(i) Design a simple tool to help you gather information on what attributes consumers
would like to have in your products. (5 marks)
(ii) Design a simple promotional tool that would help to differentiate it from your
competitors. (5 marks)

Mktg 312 2009/2010 Academic Year Question Paper

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