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Cmk 414: Consumer Behaviour Question Paper

Cmk 414: Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Catholic University Of Eastern Africa question papers

Exam Year:2014

THE CATHOLIC UNIVERSITY OF EASTERN AFRICA
A. M. E. C. E. A
KISUMU CITY CAMPUS
MAIN EXAMINATION
MAY-JULY 2014 TRIMESTER
FACULTY OF COMMERCE
DEPARTMENT OF MARKETING AND MANAGEMENT
CMK 414: CONSUMER BEHAVIOUR
Duration 2 hrs
Instructions: Answer Questions ONE and any other TWO questions.
Q1. Read the following case study carefully and then answer the following questions:
CASE:WAL-MART
Not addressing your customers’ motivations, needs and preferences can hurt. Consider what happened when Wal-Mart opened its stores in Latin America. Sales have been disappointing and the question has been raised as to whether Wal-Mart’s magic can work in Latin America.
Wal-Mart designed its Latin American stores like those in the United States; narrow aisles crowded with merchandise, huge parking lots, many products with red, white, and blue banners, and so on. However, Latin American shoppers expect wider aisles since they come with large families, many do not have a car and need door to door bus transportation, and the red/white/blue banners seem like the Yankee imperialism. Even the Sam’s club flopped because the company’s huge multipack items were too large for shoppers with small apartments and small disposable incomes. Wal-Mart forgot to study the customer.
Studying the customers provide clues for developing new products features, prices, channels, messages, and other marketing mix elements.
a) ..
i. Illustrate how not understanding the customer’s can hurt according to the case you have just read. (8 marks)
ii. Why is it important to study customers? (4 marks)
b) State your understanding of consumer behavior. What factors influence consumer buying behavior? (10 marks)
c) Explain the importance of ethics to marketing. What potential ethical problems are associated with marketing. (8 marks)
Q2.
a) Examine the stages the consumer passes through in buying a service, product or an idea. (10 marks)
b) Explain the usefulness of consumer communication. Discuss categories of schools of thought on how to communicate to consumers. (10 marks)
Q3. Describe the importance of consumer research. What general guidelines are there for consumer research? (20 marks)
Q4.
a) Illustrate your understanding of segmentation and its variables. (10 marks)
b) What role does marketing mix play a consumer behavior? (10 marks)
*END*

Cmk 414: Consumer Behaviour Question Paper

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