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Consumer Behavior B(Mktg 432) Question Paper

Consumer Behavior B(Mktg 432) 

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2013



TIME: 2 HOURS

INSTRUCTIONS: Answer Question One and any Other TWO Questions
Question One
a) Consumer research is fundamental in understanding consumer
behavior. With reference to the consumer research process. Discuss
this statement. (15marks)
b) Distinguish between organizational consumers and personal consumers.
Use examples. (5marks)
c) Using examples, describe the importance of understanding consumer
behavior. (10marks)

Question Two
a) Using the Maslow`s hierarchy of needs theory, discuss why human needs
never cease. (10marks)
b) Using examples, discuss the factors influencing selective perception.
(10marks)

Question Three
a) Describe the characteristics of a high involvement purchase decision.
(8marks)
b) Using appropriate examples, describe how life-style influences consumer
behavior. (12marks)

Question Four
a) When making a purchase decision, different family members play different roles with reference to the various roles, describe the role of family in consumer decision making. (8marks)
b) Describe the factors influencing organizational consumer decision making. (12marks)

Question Five
a) Using examples, discuss the basis used in segmenting consumer
markets. (15marks)
b) Describe the causes of cognitive dissonance in the post purchase stage of
consumer decision process. (5marks)




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