Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
OPEN, DISTANCE AND E-LEARNING
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304: CONSUMER BEHAVIOUR
DATE: MONDAY, 4TH JULY 2011 TIME: 2.00 P.M. – 4.00 P.M.
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INSTRUCTIONS:

Question One (1) is compulsory for all students. Answer two (2) additional questions.

1.a)As a marketer explain the importance of studying consumer behaviour as you participate in marketing activities.(10 marks)

b)Explain and illustrate the generalized model of consumer decision making process, highlighting the four major influences on this model.(10 marks)

c)Explain the importance of using consumer decision making models.(10 marks)

2.Define the following terms and explain their importance in consumer behaviour:
(a)Perception
(b)Motivation
(c)Personality
(d)Communication (20 marks)

3.Highlight the challenges that marketers experience as they undertake marketing
activities.(20 marks)

4.(a)As a marketer briefly list the recent trends in the external environment
that are likely to affect consumer behaviour in future.(10 marks)

(b)Technology in the banking sector has drastically influenced changes in consumer behaviour. Discuss giving examples.(10 marks)

5.(a)Discuss the role played by consumer movement in Kenya.(10 marks)

(b)Explain the challenges that consumer movements face in a developing country like Kenya.(10 marks)

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