Mktg 432:Consumer Behavior Question Paper
Mktg 432:Consumer Behavior
Course:Business Administration
Institution: Kenya Methodist University question papers
Exam Year:2010
CONSUMER BEHAVIOUR (MKTG 432) 3rd Trimester 2010
FACULTY : BUSINESS AND MANAGEMENT STUDIES
DEPARTMENT : BUSINESS ADMINISTRATION
TIME : 2 HOURS
INSTRUCTIONS Answer Question ONE and any Other TWO Questions
Question 1
a) Define the term ‘Consumer Behaviour’. How does the study of consumer behavior add value to the market in the Kenyan context. (10 Marks)
b) Explain the various theories brought about by behavioural scholars of consumer (5 Marks)
c) Explain how the various concepts of consumer behavior can be enhanced. (5 Marks)
d) Justify with relevant examples problems encountered by attitudinal change of consumers? (5 Marks)
e) Show the differences between consumer behavior and buyer behavior. (5 Marks)
Question 2
With the aid of a diagram, show how consumer behavior is affected by the (20 Marks)
Question 3
“Perception plays a huge role in consumer behaviour”. Discuss with the aid of a diagram (20 Marks)
Question 4
a) What is persuasion? State its impact on consumer behaviour (10 Marks)
b) What is propaganda? State its impact on consumer behaviour. (10Marks)
Question 5
Write brief notes on the following (20 Marks)
a) Personality
b) Prejudice
c) Predicament
More Question Papers