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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:2010

CONSUMER BEHAVIOUR (MKTG 432) 2010 (2)

FACULTY : BUSINESS AND MANAGEMENT STUDIES

DEPARTMENT : BUSINESS ADMINISTRATION

TIME : 2 HOURS

INSTRUCTIONS Answer Question ONE and any Other TWO Questions

QUESTION 1

Your company is about to launch a healthy, high fiber, low calorie breakfast cereal. You have been asked to study the consumer attitudes prior to the launch.

a) What are attitudes? Identify the three forms of attitudes that exist in individuals (5marks)

b) Using Fishbein’s ATO model, demonstrate how to measure consumer attitudes. (8marks)

QUESTION 2

Family decision making is a complicated process that marketers need to understand. If Kamau is intending to take life insurance;

a) Outline the main family factors that may influence his decision-making (4marks)

b) Identify the decision-making roles of the DMU. (5marks)

QUESTION 3

a) Describe the process of consumer research (4marks)

b) Contrast decision making process for an individual and an institution (4marks)

QUESTION 4

Marketing begins with identification of consumer needs and wants; such needs influence motives and consumer behavior.

a) Identify the types of needs in individuals and differentiate with goals (4marks)

b) Explain the factors influencing selection of goals by individuals (6marks)

c) Using Maslow’s hierarchy of needs, evaluate how marketers can make promotional decisions (10marks)

QUESTION 5

a) Individuals are subject to influences that tend to distort their perception

i) Show the process of perception in individuals (4marks)

ii) Describe types of threshold in perceptual process (4marks)

iii) Explain how marketers can handle perceptual distortions (8marks)

b) How can marketers apply just noticeable difference (JND) according to Weber’s law?(4marks)

QUESTION 6

a) Identify two major approaches in modeling consumer behavior. (2marks)

b) Explain the Nicosian model of consumer behavior. (8marks)

c) Evaluate the application of Freudian theory of personality in marketing. (10marks)

QUESTION 7

Consumer learning is a process that can lead to behavior modification. Marketers can influence consumer learning through their activities. Culture is learned and marketers need to understand the cultural environment of the consumer.

a) Describe three consumer behavioral learning theories (6marks)

b) Highlight on how marketers can measure and apply consumer learning (6marks)

c) With your understanding of cultural elements explain how you think it influences consumer behavior (8marks)

Mktg 432:Consumer Behavior Question Paper

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