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Bht 320: Hospitality And Consumer Behaviour Question Paper

Bht 320: Hospitality And Consumer Behaviour

Course:Bachelor Of Science In Hospitality Management

Institution: Kenyatta University question papers

Exam Year:2016

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATION 2016/2017
FIRST SEMESTER EXAMINATIONS FOR THE DEGREE OF BACHELOR OF SCIENCE AND HOSPITALITY MANAGEMENT
BHT320: HOSPITALITY CONSUMER BEHAVIOR

DATE: Monday 23rd November 2016 TIME: 11.00 A.M -1.00 P.M

INSTRUCTIONS:
Answer question one (compulsory) and any other two question.

1. Maslow's Hierarchy of Needs states that consumers must satisfy each need in turn, starting with the firs, which deals with the most obvious needs for survival itself. Discuss this statement in relation tom hospitality consumer needs and wants (20marks)

2. Attitudes are a person's consistency favorable or evaluation of feelings and tenderness towards a product, an object or an idea.
a) Explain the characteristics of attitudes (6marks)
b) Explain the functions of attitudes in consumer behavior. (7marks)
c) Outline the factors affecting the consumers attitude (&mar5ks)

3. Every consumer belongs to one group or another. Their attitude and perception towards products are shaped by influence of the group the belong.
a) Highlight the nature of reference group influence. (10marks)
b) Explain the group properties importance to a hospitality marketer (10marks)
4. Marketing across the culture is a difficult and challenging task. Describe the nature of culture values and how they influence hospitality consumer behavior (20marks)

5. Behaviorists have found various theories of how people develop their self-concepts.
Explain any four view of self-concept development and how marketing executives can utilize then in influencing customer's purchases.

Bht 320: Hospitality And Consumer Behaviour Question Paper

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