Consumer Behaviour 2 – Evaluate the communications process Kellogg used to gain acceptance for All-Bran. Could a version of this work for gaining acceptance of cold cereals

Evaluate the communications process

Consumer Behaviour 2



Q1. What type of innovation would cold cereal be to a country not accustomed to this type of food?

Q2. Conduct an innovation analysis based for cold cereal in China

Q3. What values are involved in the consumption of product such as breakfast cereal?

Q4. 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

Q5. What nonverbal communications factors would be important in developing an advertising campaign for a cold cereal?

Q6. Develop a marketing program to market one of Kellogg’s cold cereals in the following countries.

a) China

b) Mexico

c) Japan

d) France

Q7. Why does Tony the Tiger “travel” so well’?

Q8. 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.

Q1. Analyze the buying behavior of this organization with respect to your product.

Q2. Discuss as to how the consumer behavior has evolved post 1950?



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