QUESTION ONE

In $2024,7\mathrm{.}8$ percent of Kenya$$s population lived below $2\mathrm{.}15$ U$.$S$.$ dollars per day. This meant that over $8\mathrm{.}9$ million Kenyans were in extreme poverty, most of whom were in rural areas. Over $7\mathrm{.}8$ million Kenyans in rural communities lived on less than $1\mathrm{.}90$ U$.$S$.$ dollars daily, an amount $6\mathrm{.}5$ times higher than that recorded in urban regions.

Required:

Draft a plan to study market characteristics and trends for a product A that targets an urban city in the Kenyan market. $(12$ Marks$)$

Explain the role of market information system to the managers of the firm producing product A$.(8$ Marks$)$

QUESTION TWO

The CS trade and communications hires you as a consultant to help the informal business owners strategize on consumer behavior and markets. Prepare a short presentation to the business owners. $(8$ Marks$)$

b$)$ Illustrate how price sensitivity is likely to impact the decisive role in a market situated in the Kenyan rural areas. In your illustration, cite differences if any, between youth and elderly consumers.

$(12$ Marks$)$