BUSN9264 – Postgraduate Consumer Behaviour
Task 1
You have been appointed as marketing manager of the new chocolate brand by Cadbury called CaraMilk (see below). Your first task is to run a consumer survey to understand what they think of your brand and of other competing chocolate brands available in Australia. In particular, you want to understand important aspects that can be linked to the consumer decision-making process, such as: which chocolate brands consumers are aware of; the perceptions (or images) of these brands that consumers have; the intention to purchase these brands; exposure to advertising for these brands etc. You also want to find out more about your target consumers, who they are, how much chocolate they consume, which brands they purchase etc.
https://www.cadbury.com.au/Products/Cadbury-Dairy-Milk-Blocks/Cadbury-Caramilk.aspx
Drawing upon the content of Week 5 lecture, please draft a brief survey including a maximum of 15 questions that could meet these criteria and help you, as manager of CaraMilk, coming up with some new marketing strategies to ensure that your brand will become Australia’s favorite.
Task 2
The person working in the capacity of CaraMilk marketing manager before you, has left you with a small set of panel data capturing the purchases of chocolate brands for 60 consumers. Although it is not a very large data set, you decided to analyze it to understand a little bit more about CaraMilk’s main competitors and, more generally, consumer behavior in terms of buying chocolate.
Using the Excel data provided and considering the content of Week 6 lecture, please complete the following template with the results of your calculations (present your results raked by market share, with the largest/most popular brand at the top).
|
Brands |
Market share (%) |
Purchase
Penetration (%) |
Purchase Frequency |
|
|
|||
| Average |
Now, please answer the following questions (each question should be approximately 150-200 words and include appropriate in-text referencing).
- Describe the key patterns that can be observed in the above results.
- On the basis of the results of your analysis, what key facts about consumer behavior discussed in the lecture could you confirm?
- Discuss the main advantages and disadvantages of panel data.
- What are empirical generalizations and why are they important to understanding consumer behavior? Include an example of empirical generalizations discussed in the lecture, which you can see in your calculations.
NB: Use Harvard format for in-text citations, use at least 4 academic references