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Mktg 432 :Consumer Behaviour Question Paper

Mktg 432 :Consumer Behaviour 

Course:Business Administration

Institution: Kenya Methodist University question papers

Exam Year:2014



KENYA METHODIST UNIVERSITY

END OF 3''RD ''TRIMESTER 2014 (FT) EXAMINATION
SCHOOL : BUSINESS AND ECONOMICS
DEPARTMENT : BUSINESS ADMINISTRATION
UNIT CODE : MKTG 432
UNIT TITLE : CONSUMER BEHAVIOUR


TIME: 2 HOURS

INSTRUCTIONS:

Answer question One and any other Two

Question One

What roles would you expect a husband, a wife and their young child to play in the purchase of the following items?
Child’s play tea set
Car

Choice of fast food outlet

(10 marks)

From your local community, give examples of how cultural factors influence buying preferences.

(10 marks)

Complexity in understanding consumer behavior is as a result of its multi-disciplinary nature. Discuss the disciplines in consumer behavior.

(10 marks)

Question Two

Describe classical conditioning theory by Ivan Pavlov and using relevant examples discuss its application in influencing consumer behavior.

(10 marks)

What do you understand by the term self-concept?

(5 marks)

Explain the influence of reference groups in buying behaviour.

(5 marks)

Question Three

What do you understand by the term cognitive dissonance? Briefly explain how marketers can reduce cognitive dissonance.

(10 marks)

Explain the importance of Consumer Research.

(10 marks)

Question Four

Define perception and explain how perception affects a consumer’s purchase decision.

(10 marks)

Describe Maslow’s Hierarchy of needs and Herzberg’s two factor theory and explain their application in consumer behaviour.

(10 marks)

Question Five

Identify and briefly explain four buying situations a consumer is likely to encounter while purchasing faster moving consumer goods. Explain how marketers can make marketing decisions.

(10 marks)

Discuss the following concepts as used in consumer behaviour
Selective attention
Selective distortion

Selective retention

(10 marks)




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