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CONSUMER
BEHAVIOR
1. What type of innovation
would cold cereal be to a country not accustomed to this type of food?
2. Conduct an innovation
analysis based for cold cereal in China
3. What values are involved in
the consumption of product such as breakfast cereal?
4. What values would support
and what values would harm the chances of Kellogg succeeding the cold cereal in
the following countries? What other factors would be important?
a. China
b. Mexico
c. Japan
d. France
5. What nonverbal communications factors would be important in
developing an advertising campaign for a cold cereal?
6. Develop a marketing program
to market one of Kellogg’s cold cereals in the following countries.
a. China
b. Mexico
c. Japan
d. France
7. Why does Tony the Tiger “travel” so well’?
8. Evaluate the communications process Kellogg used to gain
acceptance for All-Bran. Could a version of this work for gaining acceptance of
cold cereals in China?
Case
– 2 (20 Marks)
Boots with six – inch heels are
the latest fashion rage among young Japanese women. Several teens have died
after tripping over their shoes and fracturing their skulls. However, followers
of the style claim they are willing to risk twisted ankles, broken bones,
bruised faces, and other dangers associated with the platform shoes. One
teenager said, “ I’ve fallen and twisted my ankle many times, but they are so
cute that I won’t give them up until they go out of fashion.” Many consumers
around the world seem to be willing to suffer for the sake of fashion. Others
argue that we are merely pawns in the hands of designers, who conspire to force
unwieldy fashions down our throats.
1 Analyze the buying behavior
of this organization with respect to your product.
1. Discuss as to how the
consumer behavior has evolved post 1950?
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