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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:2011

CONSUMER BEHAVIOUR (MKTG 432) 3RD TRIMESTER 2011

KENYA METHODIST UNIVERSITY

END OF 3''RD ''TRIMESTER 2011 EXAMINATIONS
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT TITLE : CONSUMER BEHAVIOUR
UNIT CODE : MKTG 432
TIME : 2 HOURS

Instructions:

Answer Question ONE and any other TWO.

SECTION A

Define consumer behavior and explain the nature of this discipline.

(10mks)

Explain the importance of studying consumer behavior.

(5mks)

Discuss why the concept of family life cycle is not an effective framework in understanding the 21st century consumer.

(5mks)

Explain the four broad categories (Kotler and Keller) of factors that influence consumer behavior.

(10mks)

Question Two.

The study of Groups is important for any marketer. Identify and explain any five types of groups and how you can use them in marketing.

(10mks)

Explain the applications of Maslow need Hierarchy in consumer behavior.

(5mks)

Discuss the relationship between technology and the millennials segmentation.

(5mks)

Question Three.

Explain the factors that influence buyer behavior in industrial markets.

(10mks)

Describe the types of buying situation encountered in industrial markets.

(10mks)

Question Four.

Discuss any five current developments in consumer behavior.

(10mks)

Describe the role of government in protecting consumers.

(10mks)

Question Five.
Models are important framework for understanding any discipline. Explain the application of any two models in understanding consumer behavior. (20mks)

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