THE MOMBASA POLYTECHNIC UNIVERSITY COLLEGE
Faculty of Business & Social Studies
DEPARTMENT OF BUSINESS STUDIES
UNIVERSITY EXAMINATIONS FOR THE DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION
HCB 2205: CONSUMER BEHAVIOUR
END OF SEMESTER EXAMINATIONS
SERIES: SEPTEMBER/OCTOBER 2011
TIME: 2 HOURS
INSTRUCTIONS:
 This paper consists of FIVE questions.
 Answer Question ONE (Compulsory) and any other TWO questions.
___________________________________________________________________________________
QUESTION 1 (Compulsory)
a)
b)
Write short notes on the following:
i) Perceptual selection
ii) Super-ego
iii) Role theory
(2 marks)
(2 marks)
(2 marks)
(i) Define the term altitude as used in consumer behavior.
(2 marks)
(ii) Explain using examples how you can handle customers who have a negative attitude about your
product.
(6 marks)
c)
Abraham Maslow hierarchy of needs theory is useful in most disciplines of study. Explain this
theory and how it applies in marketing.
(15 marks)
QUESTION 2
a) “Purchasing is not an event but a process”. Using a simple purchase model explain this statement.
(12 marks)
b) State and explain briefly FOUR basis of segmenting a consumer market.
(8 marks)
© 2010 – The Mombasa Polytechnic University College
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QUESTION 3
a) Differentiate between testimonial and endorsement celebrity appeals.
(4 marks)
b) Of all reference groups, the family is the most important influence on consumer behavior of an
individual. Explain eight distinct roles in the family decision making process.
(16 marks)
QUESTION 4
a) Explain the instrumental conditioning theory and how it applies in marketing.
b) (i) What is cognitive dissonance?
(ii) How can marketers relieve consumers of cognitive dissonance?
(10 marks)
(2 marks)
(8 marks)
QUESTION 5
a) Why is it important to study differences in social classes to a marketer?
(8 marks)
b) Differentiate the following concepts:
i) Perceptual retention and perceptual exposure
ii) Absolute threshold and differential threshold
iii) Stimulus discrimination and stimulus generalization.
© 2010 – The Mombasa Polytechnic University College
(12 marks)
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