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Consumer Behavior(Mktg 432) Iii Question Paper

Consumer Behavior(Mktg 432) Iii

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2011

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

Question 1
a) Define consumer behaviour and explain why the understanding of consumer behaviour is important to marketers (10marks)
b) Describe at least five major categories of individual differences that may affect consumer behaviour (10marks)
c) What is dissonance – reducing buying behaviour and how would marketers respond to such behaviour (10marks)

Question 2
a) Consumers live in a complex environment and in addition to individual variables their decision process behaviour is influenced by environmental factors. Identify and explain at least five environmental factors influencing consumer behaviour (10marks)
b) Some analysts argue that consumers do not pursue any kind of decision process but make their selections more or less randomly without any apparent reasoning. Outline the buying decision process and give your position on the above argument. (10marks)

Question 3
a) Assume you have been hired as a marketing consultant to suggest an advertising strategy for a variety-seeking type of consumer buying behaviour. Describe various types of promotion strategy you would recommend justifying your answer (10marks)
b) Differentiate between organizational buying behaviour and personal buyer behaviour (10marks)

Question 4
a) Describe the complex buying behaviour and habitual buying behaviour explaining how marketers would respond to each of the behaviour (10marks)
b) Describe the steps in the consumer decision process model (10marks)

Question 5
a) Highlight five family buying roles and explain why these roles are important to marketers (10marks)
b) Discuss factors that influence organization buyer behaviour (10marks)

Consumer Behavior(Mktg 432) Iii Question Paper

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