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Hbc2205:Consumer Behaviour Question Paper
Hbc2205:Consumer Behaviour
Course:Bachelor Of Commerce
Institution: Meru University Of Science And Technology question papers
Exam Year:2013
QUESTION ONE
CASE STUDY
For hard rock, the biggest problem is ensuring that demand is evened out across the days opening hours. Restaurants usually open around mid day for lunch, and then stay open until late into the evening, so inevitably there will be dead spots when customers will be too few and busy times when the customers flock in.
In many restaurants and bars, managers use price as a way of encouraging more customers during the quiet time but hard rock pioneered using the restaurant environment as a way of flattening out the peaks and through trade. ard roc’s environment is all about music music in the walls, music over the loud speakers, and music on the waiters and waitresses. During the busy lunch period the restaurants play fast, loud rock (which is largely what the customers care for). The effect of this is to make customers eat faster and the waiters and waitresses move faster. The staff almost literally dances to the music and the franetic activity encourages an eat-and-run approach to lunch; while at the same time providing dinners with exciting lunch break. After lunch the pace slows down. Those who do not have to go back to work are treated to slower Ballard-like music and a less lively ambience. This encourages them to order another coffee or a dessert and to chill out for a while.
Having people staying on for the afternoon serves two purposes: first the customers are likely to spend more money on coffee or drinks, and second the restaurants always have customers in it. Restaurants
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always appear more inviting since they have people already in them, so passers-by are more likely to be attracted in for a snack or a drink.
Varying music is a perfect way for hard rock to control its customer levels. It fits with the restaurants image, it provides a unique experience and it does not cost anything. Understanding consumer behaviour has certainly helped hard rock to grow into a global business provided. The supply of rock memorabilia does not run out, the restaurants are set to continue growing indefinitely.
(a) Explain the atmospherics that hard rock café has created that has attracted and retained customers. (4Marks)
(b) How has the use of music saved hard rock café? (4Marks)
(c) Highlight and briefly explain the various elements of culture that affect customer buying behaviour. (20Marks)
(d) What are the future challenges that hard rock is likely to face from its competitors. (2Marks)
QUESTION TWO
(a) Why are customers more important to a firm than say employees? (6Marks)
(b) Explain the relationship between consumer behaviour and the seven Ps. (10Marks)
(c) What measures can MUSAT put in place to build customer loyalty and ensure the university grows continuously? (4Marks)
QUESTION THREE
(a) Explain the term family. (3Marks)
(b) A mother in a family acts as an influencer in purchasing behaviour. Discuss. (6Marks)
(c) Children today have a greater influence over their parents purchase decisions than yester years. Discuss. (11Marks)
QUESTION FOUR
(a) plain o mareters can use aslo’s ierarcy o needs to motivate consumers to buy their products. (10Marks)
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(b) By use of illustrations, (Stimulus response model), explain how the marketers can stimulate the buyer to make a decision to purchase their product. (10Marks)
QUESTION FIVE
(a) Distinguish between high-involvement and low involvement behaviour. (8Marks)
(b) Why is purchasing a service more risky than purchasing a physical product. (8Marks)
(c) Why has service marketing become more important in recent years? (4Marks)
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