Observation

Candidates attempted the (a) part of the question well. However in the (b) part of the question, most candidates who attempted the question could not list the steps in chronological order.

                                                                                                                                 
The responses expected from candidates are:

(a) Factors that would influence Mrs Oge’s buying decision
            (i) Culture
            (ii) Family size
            (iii) Income
            (iv) Reference group
            (v) Life style
            (vi) Perception
            (vii) Innovation
            (viii) Education
            (ix) Gender/Sex
            (x) Belief/Religion
            (xi) Attitude
            (xii) Age
            (xiii) Occupation
            (xiv) Past experience
            (xv) Social group/class

(b) The first four steps Mrs Oge would follow in making the purchase decision:
            (i) Need/Problem recognition;
            (ii) Information search;
            (iii) Evaluation of alternatives;
            (iv) Purchase decision.

Explanation
(i) Need/Problem recognition- is the point at which the buyer identifies his need of a product. This need could be triggered by a salesperson or an advertisement.
(ii) Information search - is the point at which the consumer collects data and information from various sources about products that could satisfy the need.
(iii) Evaluation of alternatives - involves mentally processing all the information about products that would satisfy the need based on buyer’s expectation.
(iv) Purchase decision- is the point at which the buyer makes purchase decision after evaluation of possible alternatives that would satisfy the need.