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

Mktg 432:Consumer Behavior Question Paper

Mktg 432:Consumer Behavior

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012

CONSUMER BEHAVIOR (MKTG 432) 2ND TRIMESTER 2012

KENYA METHODIST UNIVERSITY

END OF 2ND TRIMESTER 2012(DAY) EXAMINATIONS
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 432
UNIT TITLE : CONSUMER BEHAVIOR

TIME: 2 HOURS

INSTRUCTION

Answer question one and any other two questions.

Question One

Marketers have a bright future because human needs may never be fully satisfied. Discuss.

(8 Marks)

Consumer behavior borrows a lot from other discipline. Using examples describe these disciplines.

(12 Marks)

Using examples, describe the stages of consumer decision process.

(10 Marks)

Question Two

Using examples, distinguish between personnel consumers and organizational consumers.

(5 Marks)

i. suggest a consumer behavior related research topic.

(2 Marks)

ii. Describe three research objectives for your study in (i) above. (6 Marks)

iii. Explain the main sources of data for your study. (7 Marks)

Question Three

Describe the various roles played by different members of a family when making a purchase decision.

(10 Marks)

Describe the types of power that group members use to influence the behaviour of others in the group.

(10 Marks)

Question Four

Using the "classical conditioning theory," describe how marketers influence consumer learning.

(10 Marks)

Describe the demographic variables that marketers use in segmenting consumer markets.

(10 Marks)

Question Five

Briefly describe the characteristics of consumers likely to adopt a product when it is in its introduction stage (innovators.

(6 Marks)

Write short notes on the following concepts;

Cognitive dissonance.

(4 Marks)

Selective perception.

(4 Marks)

Reference groups.

(4 Marks)

Mktg 432:Consumer Behavior Question Paper

More Question Papers

Popular Exams