Consumer Behavior (BARB4014) January 2023 Final Examination CONFIDENTIAL (60 MARKS) There are SEVEN (7) questions in...
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Consumer Behavior (BARB4014) January 2023 Final Examination CONFIDENTIAL (60 MARKS) There are SEVEN (7) questions in this section. Answer ALL questions based on Article 1 on pages 4 and 5. Bubble Skin-care is planning to enter the Malaysian market in 2024. 1. Describe the target market profile based on suitable combination of elements in the bases of segmentation. (4 marks) 2. Explain how social and cultural factors may influence the target market in purchasing Bubble Skin-Care products. (6 marks) 3. Describe the suitable type of personality traits of the new target market for Bubble Skin-Care products in this country. Give reason to support your choices. a. Customer Innovativeness b. Dogmatism c. Optimum Stimulation Level d. Consumer Ethnocentrism (3 Marks) (3 Marks) (3 Marks) (3 Marks) [Total: 12 Marks] 4. Explain THREE (3) attributes of the Bubble Skin-Care that reduce the degree of perceived risk. (6 marks) 5. Based on Tri-Component Attitude Model, advise strategies to the marketing team of Bubble Skin-Care to encourage positive attitudes among its target market. (10 marks) 6. Recommend a simple promotion plan to the marketing team of Bubble Skin-Care for each stage of adoption process. (10 marks) 7. Elaborate on the application of the concepts below in order to market Bubble Skin-Care products to Malaysian market. a. Stimulus generalization b. Stimulus discrimination c. Just Noticeable Difference (J.N.D) d. Brand Personification (3 Marks) (3 Marks) (3 Marks) (3 Marks) 3 [Total: 12 Marks] Consumer Behavior (BARB4014) January 2023 Final Examination CONFIDENTIAL (60 MARKS) There are SEVEN (7) questions in this section. Answer ALL questions based on Article 1 on pages 4 and 5. Bubble Skin-care is planning to enter the Malaysian market in 2024. 1. Describe the target market profile based on suitable combination of elements in the bases of segmentation. (4 marks) 2. Explain how social and cultural factors may influence the target market in purchasing Bubble Skin-Care products. (6 marks) 3. Describe the suitable type of personality traits of the new target market for Bubble Skin-Care products in this country. Give reason to support your choices. a. Customer Innovativeness b. Dogmatism c. Optimum Stimulation Level d. Consumer Ethnocentrism (3 Marks) (3 Marks) (3 Marks) (3 Marks) [Total: 12 Marks] 4. Explain THREE (3) attributes of the Bubble Skin-Care that reduce the degree of perceived risk. (6 marks) 5. Based on Tri-Component Attitude Model, advise strategies to the marketing team of Bubble Skin-Care to encourage positive attitudes among its target market. (10 marks) 6. Recommend a simple promotion plan to the marketing team of Bubble Skin-Care for each stage of adoption process. (10 marks) 7. Elaborate on the application of the concepts below in order to market Bubble Skin-Care products to Malaysian market. a. Stimulus generalization b. Stimulus discrimination c. Just Noticeable Difference (J.N.D) d. Brand Personification (3 Marks) (3 Marks) (3 Marks) (3 Marks) 3 [Total: 12 Marks]
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