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Consumer Behavior Y3s2 Question Paper

Consumer Behavior Y3s2

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2010

KABARAK UNIVERSITY
UNIVERSITY EXAMINATIONS
2009/2010 ACADEMIC YEAR
FOR THE DEGREE OF BACHELOR OF
COMMERCE
COURSE CODE: MKTG 312
COURSE TITLE: CONSUMER BAHAVIOUR
STREAM: Y3S2

INSTRUCTIONS:
Answer question ONE and any other TWO questions

QUESTION 1
(a) Justify the need for studying consumer behavior. (5 marks)
(b) Using relevant examples explain the various perspectives of consumer needs. (5 marks)
(c) Identify and explain how group properties influence consumer buying behaviour.
(10 marks)
(d) Describe the process you will go through in purchasing a shopping good of your choice.
(10 marks)
QUESTION 2
(a) Adopter categories play a significant role in shaping consumer buying behaviour.
Discuss these categories. (10 marks)
(b) Differentiate between longitudinal and cross sectional consumer research
designs.(5 marks)
(c) Design a simple Likert scale that would be used in measuring consumer attitude towards
a specific product of your choice. (5 marks)

QUESTION 3
(a) Focus group discussion has gained popularity in exploratory consumer research. Explain
the specific role of this method. (6 marks)
(b) How does a family influence consumer buying habits. (14 marks)

QUESTION 4
(a) (i) What role do consumer organizations play in shaping consumer markets. (5 marks)
(ii) Discuss the challenges that are faced by these organizations. (5 marks)

(b) All products that are “new” do not have equal potential for consumer acceptance.
Discuss using relevant examples product characteristics that influence diffusion.
(10 marks)
QUESTION 5
Explain how the following factors influence consumer buying behavior.
(i) Learning and memory (5 marks)
(ii) Motivation (5 marks)
(iii) Personality and lifestyle (5 marks)
(iv) Culture (5 marks)

Consumer Behavior Y3s2 Question Paper

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