Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
INSTITUTE OF OPEN LEARNING (IOL)
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304:CONSUMER BEHAVIOUR
DATE: Tuesday, 1st February, 2011
TIME: 8.00 a.m. – 10.00 a.m.
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INSTRUCTIONS:
Question ONE is Compulsory. Answer TWO (2) other additional questions.
1.The study of consumer behaviour has been criticized as a waste of time and other resources. As a consumer behaviour study, respond to the following.
a)Explain the importance of studying consumer behaviour as a marketer.(10 marks)

b)Explain the challenges consumers experience as they make purchase decisions(10 marks)

c)Explain the importance of Consumer Movement in Kenya.(10 marks)

2.Highlight and briefly explain the various stages followed by the consumer as
he/she makes a purchase decision.(20 marks)

3.Highlight and briefly explain the various trends in the business external
environment that are likely to affect the future of consumer behaviour.(20 marks)

4.Briefly explain the following terms in relation to consumer behaviour.
a)Perception
b)Communication
c)Motivation
d)Attitudes
e)Learning

5.a)“A consumer is a unique and sovereign being” Discuss.(10 marks)

b)Kenyan consumers have been described as universal in that anything and everything can sell in the Kenyan market. Discuss.(10 marks)

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