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Consumer Behavior (Mktg 432)  Question Paper

Consumer Behavior (Mktg 432)  

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2012



TIME: 2 HOURS
Instructions: Attempt Question ONE and any other TWO .
Question One
Discuss the consumer markets segmentation variables.
(12 Marks)

Explain why the study of consumer behavior is important to both the marketer and the consumer.
(10 Marks)

Describe the Maslow’s Hierachy of needs theory and explain how it is used in consumer behavior.
(8 Marks)

Question Two
Using relevant examples, discuss the different types of buying behavior.
(10 Marks)
Describe and discuss the consumer decision making process.
(10 Marks)

Question Three
Why is the study of groups important to any marketer? Identify and discuss any FOUR types of groups and show how a marketer can make use of them effectively.
(12 Marks)

What do you understand by the term "Cognitive dissonance?" Explain the strategies used by marketers to reduce cognitive dissonance.
(8 Marks)

Question Four
Define perception and explain how perception affect a consumer purchase decision.
(8 Marks)
Describe they "Classical Conditioning" theory by Ivan Parlor and using relevant examples, discuss its application in influencing consumer behavior.
(12 Marks)

Question Five
Explain the importance of culture and subculture in the study of consumer behavior.
(10 Marks)

Describe Everett Rogers diffusion of innovation theory and discuss its importance in marketing.
(10 Marks)




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