Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2009

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2009/2010
FIRST SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 304: CONSUMER BEHAVIOUR

DATE: Wednesday 30th December, 2009 TIME: 8.00 a.m. – 10.00 a.m.

INSTRUCTIONS
Answer QUESTION ONE and any other TWO.

QUESTION ONE
(a)
In marketing, perceptions are more important than reality, as they affect the
consumer’s actual behaviour. Discuss.

[10 marks]
(b)
Discuss the key steps through which innovation passes through before it is fully
accepted
in
the
market. [10
marks]
(c)
Compare and contrast the limited involvement and extensive involvement
consumer
problem-solving
processes. [10
marks]

QUESTION TWO
(a)
Explain how the extended family influence the consumption behaviour of an
individual.
[10
marks]
(b)
Consumers learn about themselves, the products they buy, the organizations
which market to them, etc in a number of ways. Describe at least five ways in
which
consumers
learn. [10
marks]

Page 1 of 2
QUESTION THREE
(a) Marketers
conduct
consumer
research so as to better understand their consumers.
Discuss the ethical issues that marketers must consider while conducting
consumer
research.
[10
marks]
(b)
To market successfully in a Business to Business environment, sellers must
identify and communicate with multiple participants in the buying process.
Discuss at least five participants in a business to business buying process.

[10 marks]

QUESTION FOUR
(a)
Many marketers believe that behavioural variables offer the best starting point for
identifying market segments. Explain the various variables that marketers use in
behavioural
segmentation.

[10
marks]
(b)
A consumer’s purchase behaviour is highly influenced by his/her social class.
Explain how social class influences consumers behaviour.
[10 marks]

…………………….

Page 2 of 2

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