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Aghe 221: Consumer Behavior Question Paper

Aghe 221: Consumer Behavior

Course:Community Development

Institution: Chuka University question papers

Exam Year:2012

1
CHUKA UNIVERSITY
COLLEGE
UNIVERSITY EXAMINATIONS
EMBU CAMPUS
SECOND YEAR EXAMINATION FOR THE AWARD OF DEGREE OF
BACHELOR OF SCIENCE (COMMUNITY DEVELOPMENT)
AGHE 221: CONSUMER BEHAVIOR
STREAM: BSC (COMDEV) Y2S1 TIME: 2 HOURS
DAY/DATE: TUESDAY 18/12/2012 2.30 P.M. – 4.30 P.M
INSTRUCTIONS:
ANSWER QUESTION ONE AND TWO OTHERS.
Question 1 (compulsory)
(a) Customers can be classified using different criteria. Discuss any five classifications
relevant to a marketer. [6 Marks]
(b) Evaluate the effect of primary groups in consumer behavior. [6 Marks]
(c) Discuss any six major questions raised in understanding consumer behavior. [6 Marks]
(d) What psychology factors influence consumer decisions. [6 Marks]
(e) Differentiate between individual and group buying behavior using relevant examples.
[6 Marks]
Question 2
(a) Discuss types of buying decision behavior. [12 Marks]
(b) Explain the importance of consumer behavior to marketer of products produced at
community level, use relevant examples. [6 Marks]
2
Question 3
(a) Discuss consumer buying process. [12 Marks]
(b) Describe types of consumer adopters in terms of a new product. [8 Marks]
Question 4
(a) Discuss the elements considered in consumer behavioral segmentation. [12 Marks]
(b) Define consumer perception and explain various types of perceptual processes. [8 Marks]
Question 5
(a) Explain 4 major requirements of effective segmentation. [8 Marks]
(b) Evaluate psychological pricing in respect to consumer behavior. [8 Marks]
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Aghe 221: Consumer Behavior Question Paper

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