Section A: Problem-solving questions
Answer any two of the following five questions.
1.
You are the Brand Manager of a new yoghurt brand ‘Yo-Yum’ (please note: this is a fictional brand) that will compete with the market leader Yoplait. With reference to evoked sets and levels of decision-making, consumer involvement, perceived risk, and learning strategies provide some strategies and tactics that could be used by Yo-Yum to gain trial of their new brand.
2.
Discuss the consumer behaviour concepts that explain the effectiveness of using character licensing on children’s food products (eg Dora the Explorer yoghurt and Wiggles tinned spaghetti). Furthermore, do you feel that there are ethical implications of using these techniques on young consumers?
3.
Based upon your knowledge of consumer attitudes, and after critically reading the article listed below, explain to your manager how repeat purchase does not necessarily mean brand loyalty.
4.
You are the brand manager of Deva hair-dryers. How does an understanding of perceptual vigilance and perceptual defense assist your decision-making in regard to promoting your brand of hair-dryers? Provide examples and circumstances when advertisers consciously are able to overcome these effects in consumers. Identify the techniques that might be used to break through these barriers.
5.
You are preparing for a job interview with HelloFresh (a company that offers home-delivery meal preparation kits) as their new Brand Manager. The company has asked you to nominate three important consumer behaviour trends and/or challenges that are affecting their industry. In your interview you will be able to explain the relevant consumer behaviour concepts or theories that would assist the company in understanding how to address the challenge/s or capitalise on the trend/s. Write down your interview preparation notes.
Section B: Case study questions
Answer both questions within this section
Case Study (CS) Question 1.
How does Zealong position itself as a high quality tea brand?
(note: within your answer make sure to discuss why stressing health benefits as product attributes has negative effects for the tea’s taste perceptions)
2.
Provide some guidance for Zealong for engaging in cross-cultural marketing.
(note: within your answer decide if Zealong should promote different brand attributes for different markets, eg New Zealand and China, and explain why or why not).
