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Mktg 432:Consumer Behavior Question Paper

Mktg 432:Consumer Behavior

Course:Education

Institution: Kenya Methodist University question papers

Exam Year:2013

CONSUMER BEHAVIOUR (MKTG 432) 2ND TRIMESTER 2013

KENYA METHODIST UNIVERSITY

END OF 2''nd ''TRIMESTER 2013 (SCHOOL BASED) EXAMINATIONS
FACULTY : EDUCATION AND SOCIAL SCIENCES
DEPARTMENT : EDUCATION
UNIT CODE : MKTG 432
UNIT TITLE : CONSUMER BEHAVIOR
TIME : 2 HOURS

Instructions:

Answer question one and any other two questions.

Question One

As a principal of an education institution, you are expected to purchase the institutional bus or van, explain the stages to follow in making the purchase.

(10mks)

Describe the factors influencing buyers behavior.

(10mks)

Using Maslow’s Hierarchy of needs theory, explain how it influences consumer buying behavior.

(10mks)

Question Two

Outline the basis for segmenting consumer markets.

(5mks)

Explain the importance of studying consumer behavior to the marketers and consumers.

(10mks)

Question Three
Explain how cultural, social, economical and psychological factors, affect the consumption of education in Kenya. (15mks)

Question Four

In making purchase decisions a consumer searches for information about the purchase. Explain the various sources of information for parents searching admission for a child into universities.

(5mks)

The consumer as also referred to as the "king" in business environment. Explain why consumers determines the success of failure or business organization.

(10mks)

Question Five

Using suitable illustration, describe stages, followed in adoption of new products.

(5mks)

Assuming that you are marketing manager, explain how to reduce dissonance.

(10mks)

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