Mktg 432:Consumer Behavior Question Paper
Mktg 432:Consumer Behavior
Course:Education
Institution: Kenya Methodist University question papers
Exam Year:2013
CONSUMER BEHAVIOUR (MKTG 432) 2ND TRIMESTER 2013
KENYA METHODIST UNIVERSITY
END OF 2''nd ''TRIMESTER 2013 (SCHOOL BASED) EXAMINATIONS
FACULTY : EDUCATION AND SOCIAL SCIENCES
DEPARTMENT : EDUCATION
UNIT CODE : MKTG 432
UNIT TITLE : CONSUMER BEHAVIOR
TIME : 2 HOURS
Instructions:
Answer question one and any other two questions.
Question One
As a principal of an education institution, you are expected to purchase the institutional bus or van, explain the stages to follow in making the purchase.
(10mks)
Describe the factors influencing buyers behavior.
(10mks)
Using Maslow’s Hierarchy of needs theory, explain how it influences consumer buying behavior.
(10mks)
Question Two
Outline the basis for segmenting consumer markets.
(5mks)
Explain the importance of studying consumer behavior to the marketers and consumers.
(10mks)
Question Three
Explain how cultural, social, economical and psychological factors, affect the consumption of education in Kenya. (15mks)
Question Four
In making purchase decisions a consumer searches for information about the purchase. Explain the various sources of information for parents searching admission for a child into universities.
(5mks)
The consumer as also referred to as the "king" in business environment. Explain why consumers determines the success of failure or business organization.
(10mks)
Question Five
Using suitable illustration, describe stages, followed in adoption of new products.
(5mks)
Assuming that you are marketing manager, explain how to reduce dissonance.
(10mks)
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