Get premium membership and access revision papers, questions with answers as well as video lessons.

Mktg 312: Consumer Behavior Year 2009 Question Paper

Mktg 312: Consumer Behavior Year 2009

Course:Bachelor Of Commerce

Institution: Kabarak University question papers

Exam Year:2009

INSTRUCTIONS:
1. Answer questions ONE and any other TWO questions.
QUESTION ONE
a) How are marketers responding to consumer legislation? (8mks)
b) You are a marketing consultant specializing in consumer research. An
organization whose product is experiencing problems in the market is seeking
your advice on what to do to prevent the product from total failure. Advise.
(10mks)
c) Explain how the following consumer factors can be used to effectively market
consumer goods. (12mks)
i) Personality
ii) Motivation
iii) Perception
iv) Attitudes.
QUESTION TWO
a) All ‘new’ products are not equally accepted by consumers. Explain relevant
examples how product characteristics influence diffusion process. (10mks)
b) Discuss the implications of consumer purchasing process to marketing of
consumer products. (10mks)
QUESTION THREE
a) Explain the three types of measures and two tests that are used by consumer
product researchers. (10mks)
b) With reference to a product of your choice, illustrate how the product can be
communicated through the adoption process. (10mks)
QUESTION FOUR
a) Discuss using relevant examples how marketers can use the family life cycle in
the design of marketing strategies. (12mks)
b) Discuss the role of focus groups in consumer exploratory research.
(8mks)
QUESTION FIVE
a) Explain the implications of culture to the marketing effort of an enterprise.
(8mks)
b) Discuss the concept of social class and its implications on marketing consumer
goods. (12mks)

Mktg 312: Consumer Behavior Year 2009 Question Paper

More Question Papers

Popular Exams