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Bbm 331: Consumer Behavior Question Paper

Bbm 331: Consumer Behavior

Course:Bachelor Of Business Management

Institution: Moi University question papers

Exam Year:2016

MOI UNIVERSITY
OFFICE OF DEPUTY VICE CHANCELLOR, ACADEMIC AFFAIRS,
RESEARCH AND EXTENSION
UNIVERSITY EXAMINATIONS
2016/2017 ACADEMIC YEAR

END OF SEMESTER EXAMINATIONS

FOR THE DEGREE OF
BACHELOR OF BUSINESS MANAGEMENT

EXAM CODE: - BBM 331
COURSE TITLE: - CONSUMER BEHAVIOUR
DATE: - 15TH DECEMBER, 2016 TIME:-2.00P.M. - 5.00 P.M

INSTRUCTION TO CANDIDATES
? SEE INSIDE.
THIS PAPER CONSISTS OF (1) PRINTED PAGES PLEASE TURN OVER
BBM 331: CONSUMER BEHAVIOR
Instructions: Answer question ONE and any other TWO questions

Question one
a) “Consumer behavior as a field of study examines both direct and indirect influences on consumption decisions”. Discuss and highlight the importance of understanding consumer behavior for developing marketing strategies. (10 mks )
b) Discuss the marketer’s perspectives and the consumer’s perspectives when looking at pre-purchase, purchase and post purchase buying behavior. (8 mks )
c) Explain the consumer buying decision process. ( 7 mks)
Question two
a) Expound on various buyer roles that are likely to exist in buying situation. What does this mean to marketers? (8 mks )
b) Exhaustively discuss the various bases of market segmentation as used in marketing. Are they still relevant in today’s global market place? Use relevant examples. (7 mks )
Question three
a) Discuss how research into innovations and the customers who adopt innovations may help companies introduce and develop new products for the Kenyan market. ( 7mks)
b) Describe product adoption process.(8 mks )
Question four
a) Describe the relevance of Maslow hierarchy of needs.( 8 mks )
b) With the aid of relevant examples expound on the product characteristics that influence diffusion( 7 mks )
Question five
a) What is the scope of consumer behavior? ( 5 mks )
b) Explain cognitive dissonance theory. How can marketers reduce dissonance experienced by consumer ( 10 mks)
Question six
a) Define culture ( 2 mks )
b) Explain effect of culture and subculture on consumer behavior. Give suitable examples to examples to support your answer. ( 8 mks )
c) Discuss the profile of consumer innovator ( 5 mks )

Bbm 331: Consumer Behavior Question Paper

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