Mktg 432:Consumer Behavior Question Paper
Mktg 432:Consumer Behavior
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2012
CONSUMER BEHAVIOR (MKTG 432) 2ND TRIMESTER 2012
KENYA METHODIST UNIVERSITY
END OF 2ND TRIMESTER 2012(DAY) EXAMINATIONS
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 432
UNIT TITLE : CONSUMER BEHAVIOR
TIME: 2 HOURS
INSTRUCTION
Answer question one and any other two questions.
Question One
Marketers have a bright future because human needs may never be fully satisfied. Discuss.
(8 Marks)
Consumer behavior borrows a lot from other discipline. Using examples describe these disciplines.
(12 Marks)
Using examples, describe the stages of consumer decision process.
(10 Marks)
Question Two
Using examples, distinguish between personnel consumers and organizational consumers.
(5 Marks)
i. suggest a consumer behavior related research topic.
(2 Marks)
ii. Describe three research objectives for your study in (i) above. (6 Marks)
iii. Explain the main sources of data for your study. (7 Marks)
Question Three
Describe the various roles played by different members of a family when making a purchase decision.
(10 Marks)
Describe the types of power that group members use to influence the behaviour of others in the group.
(10 Marks)
Question Four
Using the "classical conditioning theory," describe how marketers influence consumer learning.
(10 Marks)
Describe the demographic variables that marketers use in segmenting consumer markets.
(10 Marks)
Question Five
Briefly describe the characteristics of consumers likely to adopt a product when it is in its introduction stage (innovators.
(6 Marks)
Write short notes on the following concepts;
Cognitive dissonance.
(4 Marks)
Selective perception.
(4 Marks)
Reference groups.
(4 Marks)
More Question Papers