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Consumer Behavior Question Paper

Consumer Behavior 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
SPECIAL EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
BBA 304: CONSUMER BEHAVIOUR

DATE: Tuesday 7th October, 2008

TIME: 10.00 a.m. – 12.00 noon

INSTRUCTIONS
Answer question 1 and any other TWO questions.

1.
(a)
In consumer behaviour, its important for the marketer to consider market segmentation. Explain why its important for the market to incorporate market segmentation as he/she studies behaviour. [15 marks]
(b)
Explain the importance of understanding communication as a major factor in consumer behaviour.

2.
(a)
“Perception of the consumer is critical when making a purchase decision”. Discuss. [10 marks]
(b)
“Personality of the consumer is critical when making purchase decision”. Discuss.

3.
Explain the major steps that consumers go through when making purchase
decision. [20 marks]

4.
Suppose you are the marketing manager of Zain (K) mobile phone.
(a)
Highlight some of the challenges you are likely to face when marketing Zain (K) products.
[10 marks]
(b)
Explain the factors you could have considered before changing the name of the company. [10 marks]




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