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Consumer Behaviour Question Paper

Consumer Behaviour

Course:Bachelor Of Commerce

Institution: Kenyatta University question papers

Exam Year:2011

KENYATTA UNIVERSITY
UNIVERSITY EXAMINATIONS 2010/2011
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304: CONSUMER BEHAVIOUR
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DATE: TUESDAY, 29TH MARCH 2011 TIME: 4.30 P.M. - 6.30 P.M.

INSTRUCTIONS:
Question 1 is compulsory
Answer additional two (2) Questions
1.As a student who has gone through Consumer Behaviour studies you have been challenged to respond to the following;
a)Highlight (giving real examples) the technological changes that have occurred in the banking sector and have changed the consumer behaviour of bank customers.(10 marks)

b)Discuss the challenges that marketers go through as they present products to consumers
(10 marks)

c)Discuss any five trends in Consumer Behaviour that have completely changed the way marketing is done.(10 marks)

2.Consumer movement in Kenya has not been as active as consumer movements in developed countries.
a)Discuss the role played by Consumer Movement.(10 marks)

b)Highlight the challenges the consumer movements face in Kenya. (10 marks)

3.A consumer goes through a series of steps as he makes purchase decision;-
These steps may take seconds or years before a purchase decision is made.
Discuss the various steps and give examples.(20 marks)

4.(a)“A consumer is a unique being that requires unique treatment from the marketers”. Discuss.(10 marks)

(b)“Communication between the marketers and the consumer is critical for a purchase decision to be made”. Discuss, giving real examples in the Kenyan market. (10 marks)

5.Explain the following terms and discuss their relevance in consumer behaviour.
a)Consumer’s Personality (5 marks)

b)Consumer’s Perception (5 marks)

c)Consumer Attitudes (5 marks)

d)Consumer’s Motivation (5 marks)

Consumer Behaviour Question Paper

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