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Consumer Behavior(Mktg 432) Question Paper

Consumer Behavior(Mktg 432)

Course:Education

Institution: Kenya Methodist University question papers

Exam Year:2013

TIME : 2 HOURS

Instructions:
Attempts three questions and question one is compulsory.
Question One
Define consumer behavior.
(2mks)
Why is it difficult for consumers to evaluate the quality of services than quality of products?
(5mks)
Distinguish between emotional and irrational consumer buying motives.
(5mks)
Explain why the study of consumer behavior is important to a marketer.
(8mks)
Explain the basis for segmenting consumer markets.
(10mks)

Question Two
Describe the consumer decision making process. (15mks)

Question Three
Explain how cultural, social, psychological and economic functions affects the consumption of education in Kenya. (15mks)

Question Four
Describe the Maslow’s Hierarchy of needs theory and explain how it’s used in consumer behavior. (15mks)

Question Five
Examine the relationship between consumer, value, satisfaction, trust and relationship.
(5mks)
Briefly explain the steps in consumer decision process.
(10mks)

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