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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
SECOND SEMESTER EXAMINATION FOR THE DEGREE OF BACHELOR OF COMMERCE
BBA 304: CONSUMER BEHAVIOUR
DATE: Friday 20th June 2008 TIME: 2.00pm – 4.00pm
INSTRUCTIONS:
Answer three (3) questions only. Question one is compulsory. Answer two other
questions.

1.Suppose you are a consultant with Marketing Society of Kenya. You have been asked to address a group of marketers on a number of issues related to consumer
behaviour. In your speech respond to the following:
(a)Explain to the marketers the importance of studying consumer behaviour before they embark on marketing activities.[15 marks]

(b)Highlight the various challenges that marketers encounter in their
marketing activities.[15 marks]

2.Consumer behaviour is influenced by so many environmental dynamics before,
during and after a purchase decision. List and briefly explain these influences as follows:
(a)External influences[10 marks]

(b)Internal influences[10 marks]

3.In the business environment today, there are various trends that are likely to
influence or have a major impact on the consumption patterns and habits in the
world today. List and explain these trends giving local marketing examples.[20 marks]

4.Consumer Movement in Kenya has experienced various challenges in the course
of undertaking their activities as they protect the rights of the consumer.
(a)What is the role of Consumer Movement in relation to the 4 P.s of marketing?[10 marks]

(b)Highlight the challenges encountered when undertaking their duties [10 marks]

5.Using the EKB model.
(a)Explain the various steps that consumers go through when making purchase decisions.
[10 marks]

(b)Why is it important for the marketer to be aware of the consumer decision-
making process?[10 marks]

Consumer Behaviour Question Paper

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