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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
EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304: CONSUMER BEHAVIOUR
DATE: MONDAY, 7TH JULY 2008
TIME: 1.00 P.M. – 3.00 P.M.
======================================================================================
INSTRUCTIONS: Answer question 1 and two other questions.

1.(a)Highlight and briefly explain the various challenges that the consumers
go through when making a purchase decision. (18 marks)

(b)List and briefly explain the purchase decision making process.(12 marks)

2.With reference to consumer decision making models, respond to the following:
(a)State the differences between EKB model and Howard model.(10 marks)

(b)Explain the problems that a marketer interpret consumer behaviour
using the two models. (10 marks)

3.“In Kenya consumer movements have not played a major role in relation
to consumer rights protection”. Discuss. (20 marks)

4.Explain the importance of consumer behaviour as an area of study as a
marketer. (20 marks)

5.
Explain the factors that are likely to influence consumer behaviour in the next 10 years.
(a)In Kenya(10 marks)

(b)In the world(10 marks)

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