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Consumer Dynamics Question Paper

Consumer Dynamics

Course:Bachelor Of Hospitality Management

Institution: Kenyatta University question papers

Exam Year:2008

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF SCIENCE (HOSPITALITY AND TOURISM MANAGEMENT)
HIM 210: CONSUMER DYNAMICS
DATE: MONDAY, 23RD JUNE 2008 TIME: 8.00 A.M. – 10.00 A.M.
______________________________________________________________________
INSTRUCTIONS:
1. There are two sections.
2. Answer ALL questions in section I.
3. Answer only ONE question in section II.

SECTION 1: (40 marks). Answer all questions.
1. Explain briefly what you understand by the term consumer. (3 marks)

2. Describe any four important attitudes influenced by culture for consumers. (4 marks)

3. Explain how consumers are protected when purchasing products. (5 marks)

4. Using examples explain how Global sourcing profits companies in recent decades. (8 marks)

5. There are situational considerations that can affect consumer choice. Give a
brief summary of those situational influences on purchasing behavior. (10 marks)

6. Explain how might the relationship between time budgets and economic budgets,
affect the marketing strategy of a major retailer. (10 marks)

SECTION II:
Answer only ONE question (30 marks)

1. Strategic planning involves committing corporate resources to the most promising
areas of the world. This process requires accurate projection of world population
trends over the next few decades. In view of this, describe the primary reasons why
fertility is declining in industrialized nations.

OR

2. Assume you have been called in as a marketing consultant to suggest an advertising strategy for a new brand of Colgate tooth paste. Which type of decision - process
behavior do you feel most prospective buyers will use? Why do you say this? What difference will this make in marketing strategy.

OR

3. In relation to Psychological processes, how can the concept of information processing
be useful in understanding why adverts are successful or unsuccessful?

Consumer Dynamics Question Paper

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