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Consumer Behavior Question Paper

Consumer Behavior

Course:Bachelor Of Commerce

Institution: Kca University question papers

Exam Year:2010

UNIVERSITY EXAMINATIONS: 2010/2011
THIRD YEAR EXAMINATION FOR THE DEGREE OF BACHELOR OF
COMMERCE
CAM 304: CONSUMER BEHAVIOUR (DAY AND EVENING)
DATE: DECEMBER 2010 TIME: 2 HOURS
INSTRUCTIONS: Answer question ONE and any other TWO questions
QUESTION ONE
a) Attitude formation refers to the shift from having no attitude towards an object to having some
attitude towards it. Discuss the sources of influence on attitude formation. [10 Marks]
b) Explain the social factors and that influence consumer behavior. (8 Marks)
c) Highlight various types of problem solving behaviors exhibited by consumers. [ 6 Marks]
d) Explain any product characteristics that influence diffusion. [ 6 Marks]
QUESTION TWO
‘Marketers do not create needs as needs do pre exist them.’ Discuss the statement. (20 marks)
QUESTION THREE
a) With the aid of a diagram discuss the stimulus-response Model. ( 16 Marks)
b) Enumerate the stages of the perception process. ( 4 Marks)
QUESTION FOUR
Explain how the principles of the following behavioral theories may be applied in the development of
marketing strategies.
(a) Instrumental ( Operant) Conditioning
2
(b) Classical Conditioning. (20 marks)
QUESTION FIVE
a) With the aid of a clear diagram illustrate the various adopter categories. (10 marks)
b) Where more than one person is involved in the purchase decision we call the indiviguals involved
the Decision Making Unit (DMU). Highlight the various roles played by members of the DMU.
(10 marks)

Consumer Behavior Question Paper

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