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Mktg 432:Consumer Behavior Question Paper

Mktg 432:Consumer Behavior

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013

CONSUMER BEHAVIOR (MKTG 432) 1ST TRIMESTER 2013

KENYA METHODIST UNIVERSITY

END OF 1''ST ''TRIMESTER 2013 (DAY) EXAMINATION
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 432
UNIT TITLE : CONSUMER BEHAVIOR

TIME: 2 HOURS

INSTRUCTIONS

Answer question one(compulsory) and any other two questions.

Question One (30 Marks)

Explain any three bases of segmenting customer markets.

(6 Marks)

Explain the importance of study of consumer behavior.

(4 Marks)

By use of a model explain the various stages that a consumer would pass through while trying to make a purchase division.

(10 Marks)

In reference to any motivation theory, explain how a market influences consumer decision making.

(3 Marks)

Explain any four rights if a buyer.

(4 Marks)

Enumerate steps to follow to conduct consumer research.

(3 Marks)

Question Two

General motors has just launched a new model, the opel Corsa. Its contemplating on basing marketing strategies on consumer lifestyles. Using VALs approach evolve a strategy that will help opel corsa succeed in the market.

(10 Marks)

Individuals play different roles in the buying centre. Explain the different roles played by different individuals in the purchase of a holiday destination for a family.

(10 Marks)

Question Three

In reference to the wild and website model describe the steps followed in organizational buying.

Identify and briefly explain four buying situation a consumer is likely for encounter while purchasing faster moving consumer goods. Explain how marketers can make marketing decisions.

(10 Marks)

Question Four

In reference to Rogers E. describe the innovation diffusion process. Use examples based one new product in the market.

(10 Marks)

Explain the importance of consumer research.

(10 Marks)

Question Five

Altitudes can be formed and then shaped. Discuss how marketers can effectively change consumer altitudes.

(5 Marks)

What do you understand by the term cognitive dissonance? Briefly explain how marketers reduce cognitive dissonance.

(5 Marks)

With the use of a diagram, explain the various adopter categories. (6 Marks)

Mktg 432:Consumer Behavior Question Paper

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