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Dsmk 022:Consumer Behavior Question Paper

Dsmk 022:Consumer Behavior

Course:Diploma In Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2011

CONSUMER BEHAVIOR (DSMK 022) 2nd Trimester 2011

SCHOOL : SCHOOL OF BUSINESS AND ECONOMICS

DEPARTMENT : BUSINESS ADMINISTRATION

TIME : 2 HOURS

INSTRUCTIONS Answer Question ONE and any Other TWO Questions

Question 1

a) “The study of consumer Behaviour is important to both the marketer and the consumer”. Using relevant examples, discuss the above statement. (10marks)

b) What are the factors that influence consumer behaviour? (8marks)

c) Using Maslow`s Hierarchy of Needs theory, model discuss how it is applied in consumer behaviour. Give relevant examples to support your argument. (10marks)

Question 2

a) Using relevant examples, define the perception process and how it is used by consumers to make purchase decision. (10marks)

b) What are reference groups? Using practical groups and how they influence consumer behaviour. (10marks)

Question 3

a) Using practical examples, discuss the influence of culture on Consumer Behavior (10marks)

b) Describe the various subcultures that influence consumer decision making process. (10marks)

Question 4

a) Describe the market segmentation variables and discuss how it is applied using a local organization (s) as an example(s) (10marks)

b) Describe the various subcultures that influence consumer decision making process. (10marks)

Question 5

a) Using relevant examples, discuss the perspectives of consumer decision making. (10marks)

b) Describe the various roles played by each of the members in the family decision making process. (10marks)

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