Case Study : Jacobs, a biscuit brand under snacking powerhouse Mondelez International have been in Malaysia for 66 years, even before Malaysia gained its Independence in 1957. Jacobs has always been known as the original cream cracker by consumers. The way Jacobs crackers have been manufacture may have evolved over time, but the one thing that has remained the same is its original recipe and distinctive taste, which loyal fans know so well.

a) Why is understanding consumers consumption behavior important to Jacobs in marketing their cream crackers? Give 3 reasons with example.

b) Suggest TWO (2) strategies that Jacobs could pursue in increasing consumers cream crackers consumption. Explain with examples.