Cmk 411: Consumer Behavior Question Paper

Cmk 411: Consumer Behavior

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 411: CONSUMER BEHAVIOR

Duration 2 hrs
Instructions: Answer Question ONE and ANY other TWO questions.
Q1.
a) Reference groups influence a consumer’s purchase decision. Differentiate between normative and comparative reference groups and discuss the factors that contribute to the likelihood that consumers will pattern or conform their behavior to others. (15 marks)
b) Discuss those characteristics of business markets that contrast sharply with those of consumer markets. (15 marks)
Q2. Define segmentation and explain the requirements of an effective market segmentation. Giving relevant examples, discuss the major segmentation bases that a market uses. (20 marks)
Q3.
a) Explain the relationship between consumer behavior and marketing strategy and the steps that markets go through. (6 marks)
b) Discuss the different ways that culture can be learnt. (14 marks)
Q4.
a) Customers buying behavior is also influenced by perception. Distinguish between selective exposure, selective distortion and selective retention giving relevant examples in each. (10 marks)
b) Discuss the different ways that consumer behavior knowledge can be applied. (10 marks)
*END*

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