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Consumer Behavior(Mktg 432) Question Paper

Consumer Behavior(Mktg 432)

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2010

TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE and any Other TWO Questions

Question 1
a) Charity has landed a job in the procurement department of Coca-Cola Company. She has been assigned the organization buying function as her first job assignment. Explain the factors likely to influence her decisions as an organizational buyer. (8 marks)
b) The likelihood of experiencing dissonance and the magnitude of dissonance is a function of a number of factors. Explain four of these factors (8 marks)
c) Most human needs are dormant much of the time. Discuss the factors that cause their arousal (8 marks)
d) Explain three behavioral sciences that have contributed to the understanding of consumer behavior (6 marks)

Question 2
a) Discuss the stages in the buying decision process of an personal buyer. (10 marks)
b) Explain the four phases depicting the history of consumer behavior (8 marks)
c) Differentiate between a customer and a consumer (2 marks)

Question 3
a) The marketing manager of your company has learnt that you are taking Consumer Behavior as one of the unit in your studies. He wants to know the importance of Consumer Behavior to a Marketing Manager like himself. Advise him accordingly. (10 marks)
b) Research has found that the perception of influence often differs in families. For example, different family members may either overstate or understate influence. Why do you think this is the case? (10 marks)

Question 4
a) Distinguish the three major types of buying behavior a consumer is likely to exhibit when making an initial purchase and identify the task of a marketer in ensuring the purchase decision is made in his/her favour in all the three instances. (12 marks)
b) In understanding consumer behavior a marketer must understand the social class of the consumer. Explain the characteristics of social classes that are important to a (8 marks)

Question 5
a) Identify and explain the various participants in the organizational buying (14 marks)
b) Discuss the factors influencing the extent of problem solving when consumer is making a purchase (6 marks)

Consumer Behavior(Mktg 432) Question Paper

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