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Bcom 322: Consumer Behaviour Question Paper

Bcom 322: Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Chuka University question papers

Exam Year:2013

CHUKA

UNIVERSITY

UNIVERSITY EXAMINATIONS
THIRD YEAR EXAMINATIONS FOR THE AWARD OF DEGREE OF BACHELOR OF COMMERCE
BCOM 322: CONSUMER BEHAVIOUR
STREAMS: BCOM Y3S2 TIME: 2 HOURS
DAY/DATE: MONDAY 22/4/2013 2.30 PM – 4.30 PM
INSTRUCTIONS:

Question One is compulsory

QUESTION ONE

(a) Consumer behavior is an area of marketing which has received attention from different
academicians and practioners. Explain ways in which an understanding of consumer behavior contributes to our understanding of how the consumer behaves. [10 Marks]

(b) Self-concept plays an important role in understanding consumer behavior. Discuss the
marketing implications of the possible self. [10 Marks]

(c) Consumers select beliefs which are most relevant to their individual needs and build
altitudes towards products based around those beliefs. Explain five ways in which marketers can change consumer altitudes towards brands. [10 Marks]

QUESTION TWO

(a) Discuss the effects of social class on consumer behavior. [10 Marks]

(b) How should marketers approach marketing to subcultures. [10 Marks]

QUESTION THREE

(a) How might reference groups pressure encourage people to try new things. [8 Marks]

(b) Discuss the psychoanalytic theory and its importance in the study of consumer behavior. [12 Marks]

QUESTION FOUR

(a) Discuss how social class influences consumer behavior. [10 Marks]

(b) How does parenting lifestyle affect children’s consumption patterns. [10 Marks]

QUESTION FIVE

(a) Your father needs to buy a new family car. Explain to him the decision process he will go
through. [10 Marks]

(b) There have been several models of the adoption and diffusion for a new product. By use
of appropriate examples, explain any three models. [10 Marks]

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Bcom 322: Consumer Behaviour Question Paper

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