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Mktg 432: Consumer Behavior Question Paper

Mktg 432: Consumer Behavior

Course:Consumer Behaviour

Institution: Kenya Methodist University question papers

Exam Year:2008

KENYA METHODIST UNIVERSITY

END OF SECOND TRIMESTER 2008 EXAMINATIONS

FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTEMENT : BUSINESS ADMINISTRATION
COURSE CODE : MKTG 432
COURSE TITLE : CONSUMER BEHAVIOR
TIME : 2 HOURS

INSTRUCTIONS:
• Answer Question ONE (Compulsory) and any other TWO Questions

Question 1
Which of the five stages of the traditional family life cycle constitute the most lucrative segment (s) for the following products and services?
(i) Dinner for two at ‘The Stanley’
(ii) South Coast vacation at the ‘Sun n Sand’ Hotel
(iii) The Brotherhood club Mutual Fund
(iv) Compact Disc and MP3 Players
(v) Toyota “Sporty”
Explain your answers. (25 marks)
Question 2
(a) What is a social class? (3 marks)
(b) Explain the flow of information between the opinion leaders and the opinion receivers in a market. Use relevant examples. (12 marks)

Question 3
(a) Define attitudes. (2 marks)
(b) Explain two models of attitude and their application in marketing. (10marks)
(c) Briefly explain three characteristics of attitudes? (3 marks)

Question 4
(a) Conditioning or repetition is very important in consumer learning. However too much conditioning may lead to “advertising wear-out”. Outline the different strategies that marketers can apply to avoid advertising wear out. (8 marks)

(b) Discuss the involvement theory of learning and highlight its application in marketing.
(7 marks)
Question 5
(a) Define frustration. (2 marks)
(b) Explain five types of defense mechanisms used by frustrated consumers. (5 marks)
(c) Illustrate one model of motivation and explain its relevance in understanding consumer behaviour. (8 marks)

Question 6
(a) Explain the theory of absolute threshold in perception. (6 marks)
(b) Give three types of subliminal perception as used by different marketers in Kenya. (6 marks)
(c) What is meant by a consumer’s “cognitive dissonance”? (3 marks)

Mktg 432: Consumer Behavior Question Paper

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