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Consumer Behaviour Question Paper

Consumer Behaviour 

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2008



KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2007/2008
INSTITUTE OF OPEN LEARNING
SPECIAL EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304: CONSUMER BEHAVIOUR
DATE: Tuesday 7th October, 2008
TIME: 10.00 a.m. – 12.00 noon
=========================================================================================
INSTRUCTIONS
Answer question 1 and any other TWO questions.

1.(a)In consumer behaviour, its important for the marketer to consider market
segmentation. Explain why its important for the market to incorporate market segmentation as he/she studies behaviour.[15 marks]

(b)Explain the importance of understanding communication as a major factor
in consumer behaviour.

2.(a)“Perception of the consumer is critical when making a purchase decision”.
Discuss. [10 marks]

(b)“Personality of the consumer is critical when making purchase decision”.
Discuss.

3.Explain the major steps that consumers go through when making purchase
decision.[20marks]

4.Suppose you are the marketing manager of Zain (K) mobile phone.
(a)Highlight some of the challenges you are likely to face when marketing
Zain (K) products.[10marks]
(b)Explain the factors you could have considered before changing the name
of the company. [10marks]




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