Consumer Satisfaction

14 Grade 10 Business Studies questions on Consumer Satisfaction, with worked marking schemes. 14 questions are available on this topic in full.

1. Question 1

   4 marks

   Outline four responsibilities a consumer should observe when buying goods.

   (4 marks)

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2. Question 2

   1 mark

   A packet of milk on a supermarket shelf carries a diamond-shaped quality mark. The body that awards this mark to Kenyan products is the

   A. Competition Authority of Kenya

   B. Consumer Federation of Kenya

   C. Anti-Counterfeit Authority

   D. Kenya Bureau of Standards

   (1 mark)

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3. Question 3

   1 mark

   The most useful step a parent can take to avoid overspending while shopping for the family's monthly supplies is to

   A. buy the cheapest brand of every item found on the shelf

   B. prepare a shopping list from a budget and buy only what is on it

   C. shop at a time when the supermarket is least crowded

   D. take the goods on credit and pay for them at the end of the month

   (1 mark)

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4. Question 4

   4 marks

   State four rights enjoyed by a consumer in Kenya.

   (4 marks)

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5. Question 5

   6 marks

   Explain three ways in which the Kenya Bureau of Standards protects the Kenyan consumer.

   (6 marks)

   Marking scheme

   Any THREE of the following. Award 1 mark for the point and 1 mark for the explanation (3 x 2 marks). 1. Sets national quality standards for goods - manufacturers must meet the standard before their goods may be offered for sale, so consumers do not buy poor quality items. 2. Tests and certifies products and awards the standardisation mark - the consumer can identify approved goods simply by looking at the packet. 3. Inspects imported goods at the ports and border points - substandard imports are rejected and are kept out of Kenyan shops. 4. Carries out market surveillance in shops and markets - substandard and expired goods found on the shelves are seized and destroyed. 5. Calibrates and verifies measuring and testing equipment - consumers receive the quantity they have paid for. 6. Educates traders, manufacturers and consumers on standards - buyers learn how to tell genuine goods from fakes. A point stated without explanation scores 1 mark only.

6. Question 6

   1 mark

   Two weeks after buying a mobile phone, Achieng finds that it will not charge. The phone still carries a valid warranty. The first correct step for her to take is to

   A. buy a charger from another shop and keep using the phone

   B. post a complaint about the shop on social media so that others avoid it

   C. take the phone back to the seller with the receipt and warranty

   D. report the seller to the police for selling her a faulty phone

   (1 mark)

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7. Question 7

   6 marks

   Explain three ways in which advertising can lead a consumer into a poor buying decision.

   (6 marks)

   Marking scheme

   Any THREE of the following. Award 1 mark for the point and 1 mark for the explanation (3 x 2 marks). 1. Exaggerated claims - the advertisement promises results the product cannot deliver, so the buyer is disappointed after paying. 2. Creation of artificial wants - a persuasive advertisement makes the consumer buy an item that was never in the budget, leaving less money for real needs. 3. Impulse buying - catchy jingles, free gifts and offers push the consumer to buy on the spot without comparing prices elsewhere. 4. Attractive packaging and celebrity endorsement - attention is drawn to the container and the famous face rather than to the quality and price of the contents. 5. Withholding information - advertisements rarely mention side effects, hidden charges or the true cost of buying on credit. 6. Higher prices - the heavy cost of advertising is added to the price, so the consumer pays more for the same satisfaction. A point stated without explanation scores 1 mark only.

8. Question 8

   1 mark

   After buying a radio from a shop in Nyeri, Wanjala is advised to keep the receipt safely. Keeping the receipt is an example of a consumer

   A. right to be protected from unsafe goods

   B. responsibility to keep proof of purchase for use in seeking redress

   C. right to choose the seller he prefers

   D. responsibility to pay the price asked without bargaining

   (1 mark)

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9. Question 9

   4 marks

   Give four reasons why counterfeit goods continue to be sold in open-air markets in Kenya.

   (4 marks)

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10. Question 10

    1 mark

    A learner buys mandazi at break time. She enjoys the first one greatly, the second less, and by the fourth she no longer wants any more. This is best explained by the fact that

    A. she has run out of money to buy any more mandazi

    B. the satisfaction from each extra mandazi falls as she eats more

    C. the mandazi become stale as she keeps eating them

    D. the price charged for each extra mandazi keeps rising

    (1 mark)

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11. Question 11

    4 marks

    Outline four factors, other than the level of income, that influence a consumer's buying decisions.

    (4 marks)

    Marking scheme

    Any FOUR at 1 mark each. The factor must be named and its influence briefly shown. 1. Price of the good and of its substitutes - a consumer buys more of the cheaper alternative, for example sukuma wiki when cabbage is costly. 2. Taste, preference and fashion - a consumer buys what he or she likes or what is in style at the time. 3. Advertising and peer influence - persuasion by adverts or friends directs the consumer to a particular brand. 4. Quality and durability - a consumer chooses goods that will last and serve the purpose well. 5. Culture and religion - customs and beliefs make some consumers avoid certain foods or dress. 6. Season and weather - umbrellas and raincoats sell during the rainy season, cold drinks in hot weather. 7. Size and composition of the family - a large family buys larger quantities and different items. 8. After-sales services offered, such as free delivery, installation or a warranty. A factor named with no indication of its influence scores no mark.

12. Question 12

    5 marks

    State five ways in which a retail shopkeeper in Kisumu can increase the satisfaction of the customers who buy from the shop.

    (5 marks)

    Marking scheme

    Any FIVE at 1 mark each: 1. Stock genuine, good quality goods that are within their expiry dates. 2. Use accurate weighing scales and measures so that customers get the full quantity paid for. 3. Charge fair prices and display them clearly so that customers are not overcharged. 4. Serve customers promptly, politely and patiently, and attend to them in turn. 5. Stock a wide variety of goods, and in the sizes customers can afford, so that buyers find what they need under one roof. 6. Give customers honest information about the goods, including how to use them. 7. Offer after-sales services such as free delivery, packaging or credit to well known customers. 8. Replace or repair faulty goods returned by customers, and listen to complaints. 9. Keep the shop clean, well lit and well arranged, and open at convenient hours.

13. Question 13

    1 mark

    Which one of the following persons is acting as a consumer?

    A. A wholesaler buying sugar in bulk in order to resell it

    B. A family eating githeri bought from a food kiosk for their lunch

    C. A farmer buying fertiliser for his cabbage plot

    D. A shirt factory buying bales of cotton cloth for sewing

    (1 mark)

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14. Question 14

    1 mark

    A family that used to buy beef every week begins buying beans instead, shortly after the father loses his job. The main factor influencing this change in buying is

    A. advertisements heard on the radio

    B. the level of the family's income

    C. a change in fashion in the neighbourhood

    D. the family's taste and preference for beans

    (1 mark)

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