Martin Incorporation was involved in the cosmetics and perfume business. The company was following the product concept of marketing and catered only to their existing customers, while paying no attention to the changing needs and demands of the consumers.

A marketing graduate, named Muzz, joined the company and advised the company about necessary changes that must be made in the product on the basis of changing taste and preferences of consumers to successfully sell the company`s products.

Mr.  Muzz modernized the products and spent about 30 lakhs on packaging etc. on the basis of relevant income and social factors that affect the consumers.

The product manager and assistant manager were not happy with the efforts made by Mr. Muzz as even after 6 months of implementation of suggested changes the company was not able to achieve effective growth in sales.

The product manager and Assistant manager were of the opinion that although some progress was made by Mr. Muzz, yet many important factors affecting consumer behaviour were also neglected by him.

QUESTIONS:

Do you agree with the assistant and product manager, and why?

Hint : Focus: New Product Development to increase sales of cosmetics and perfume products

COSMETIC  

What factors, if any could have been considered? Elaborate in detail.

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Answer rating: 100% (QA)

a Income is not the only factor which affects consumers buying decision there are several other factors such as a change in tastes and preferences the ... View the full answer