Consumer Behaviour Case Study
CONTENT
Executive Summary ------------------------------------------------------- 3 1.0 Introduction ------------------------------------------------------- 4 2.1 The Research Problem ------------------------------------------------------- 4 2.2 Limitations ------------------------------------------------------- 4 2.3 Sources & Methods Of Data Collections ------------------------------------------------- 5 2.4 Report Organization ------------------------------------------------------- 5 2.0 Case Study Discussion 3.5 Tri-Component Attitude Model ------------------------------------------------------- 5 3.6 The Elements Of Consumer Learning ------------------------------------------------------- 6 3.7 Involvement Theory ------------------------------------------------------- 7 3.8 Brand Personality & Personification ------------------------------------------------------- 8 3.0 Recommendation ------------------------------------------------------- 9 4.0 Conclusion ------------------------------------------------------- 11 5.0 References ------------------------------------------------------- 12
Executive Summary
The case study involves the marketing of the new version of Vegemite spread by Kraft, a breakfast spread that is popular among the consumers around the world, especially the Australians. The report suggest the research problems, as well as sources of Data collection that Kraft gathered in motives of setting up a new improved taste, without compromising the uniqueness of its current taste that is highly accepted by the loyal Australian consumers, thus organized two forms of competition that will help engage consumers to be involved with the new product. “How you like your vegemite” competition was used to determine the new taste, and “name me...” was used to determine the name of the improved product.
Upon the completion of the two competition and sufficient
Executive Summary ------------------------------------------------------- 3 1.0 Introduction ------------------------------------------------------- 4 2.1 The Research Problem ------------------------------------------------------- 4 2.2 Limitations ------------------------------------------------------- 4 2.3 Sources & Methods Of Data Collections ------------------------------------------------- 5 2.4 Report Organization ------------------------------------------------------- 5 2.0 Case Study Discussion 3.5 Tri-Component Attitude Model ------------------------------------------------------- 5 3.6 The Elements Of Consumer Learning ------------------------------------------------------- 6 3.7 Involvement Theory ------------------------------------------------------- 7 3.8 Brand Personality & Personification ------------------------------------------------------- 8 3.0 Recommendation ------------------------------------------------------- 9 4.0 Conclusion ------------------------------------------------------- 11 5.0 References ------------------------------------------------------- 12
Executive Summary
The case study involves the marketing of the new version of Vegemite spread by Kraft, a breakfast spread that is popular among the consumers around the world, especially the Australians. The report suggest the research problems, as well as sources of Data collection that Kraft gathered in motives of setting up a new improved taste, without compromising the uniqueness of its current taste that is highly accepted by the loyal Australian consumers, thus organized two forms of competition that will help engage consumers to be involved with the new product. “How you like your vegemite” competition was used to determine the new taste, and “name me...” was used to determine the name of the improved product.
Upon the completion of the two competition and sufficient
References: Kraft food bands http://www.deliciouskitchen.com.au/Pages/kraftfoods.aspx) (accessed date 12 October 2012) Mark, B.,Traylor, W. and Benoy J. “Measuring Consumer Involvement in Products.” Psychology & Marketing 1.2 (1986), 65 Malatesta, C.Z. and Wilson, A. “Emotion cognition interaction in personality development: A discrete emotions, functionalist analysis.” The British Journal Social Psychology (1988), 27:91-112 McCracken, G. “Who is the celebrity endorser?.” Cultural foundations of the endorsement process. Journal of Consumer Research 16 (1989), 310–321. Schiffman, Leon G.. Consumer behaviour. 5th ed. Frenchs Forest, N.S.W.: Pearson Australia, 2010.