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Consumer Dynamics Question Paper

Consumer Dynamics

Course:Bachelor Of Science In Hospitality And Tourism Management

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF
SCIENCE (HOSPITALITY AND TOURISM MANAGEMENT)
HIM 210: CONSUMER DYNAMICS

DATE: MONDAY, 23RD JUNE 2008 TIME: 8.00 A.M. – 10.00 A.M.

INSTRUCTIONS:

1) There are two sections.
2) Answer ALL questions in section I.
3) Answer only ONE question in section II.

SECTION 1: (40 marks). Answer all questions.

QUESTION ONE
Explain briefly what you understand by the term consumer.
(3 marks)

QUESTION TWO
Describe any four important attitudes influenced by culture for consumers.
(4 marks)

QUESTION THREE
Explain how consumers are protected when purchasing products.
(5 marks)

QUESTION FOUR
Using examples explain how Global sourcing profits companies in recent decades.
(8 marks)

QUESTION FIVE
There are situational considerations that can affect consumer choice. Give a brief summary of those situational influences on purchasing behavior.
(10 marks)

QUESTION SIX
Explain how might the relationship between time budgets and economic budgets, affect the marketing strategy of a major retailer.
(10 marks)

SECTION II: Answer only ONE question (30 marks)

QUESTION ONE
Strategic planning involves committing corporate resources to the most promising
areas of the world. This process requires accurate projection of world population
trends over the next few decades. In view of this, describe the primary reasons why
fertility is declining in industrialized nations.

QUESTION TWO
Assume you have been called in as a marketing consultant to suggest an advertising
strategy for a new brand of Colgate tooth paste. Which type of decision - process
behavior do you feel most prospective buyers will use? Why do you say this? What
difference will this make in marketing strategy.

QUESTION THREE
In relation to Psychological processes, how can the concept of information processing
be useful in understanding why adverts are successful or unsuccessful?

Consumer Dynamics Question Paper

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