Вопрос
(a) Briefly describe the concept of labelling in consumer goods. [8 marks] (b) You have been appointed as a marketing research manager at KCB Explain data collection techniques you would apply in identifying the needs of customers. [12 marks]
Решения
4
(279 Голоса)
Филипп
профессионал · Репетитор 6 лет
Ответ
(a) Labelling in consumer goods refers to the practice of attaching information to products, which can influence consumer perceptions and behaviors. This includes not only the product's name and price but also any additional information that might affect the consumer's decision to purchase, such as health warnings, environmental impact, or instructions for use.(b) As a marketing research manager at KCB, I would apply various data collection techniques such as surveys and questionnaires, focus groups, interviews, observation, customer feedback, and market research reports to identify the needs of customers.
Объяснение
(a) Labelling in consumer goods refers to the practice of attaching information to products, which can influence consumer perceptions and behaviors. This includes not only the product's name and price but also any additional information that might affect the consumer's decision to purchase, such as health warnings, environmental impact, or instructions for use. The purpose of labeling is to communicate essential information to the consumer, comply with legal requirements, and influence purchasing decisions.(b) As a marketing research manager at KCB, data collection techniques would be crucial in identifying customer needs. Some of the methods that could be applied include:1. Surveys and questionnaires: These tools can gather quantitative and qualitative data directly from customers about their preferences, needs, and behaviors.2. Focus groups: This qualitative research method involves gathering a small group of people to discuss and provide feedback on specific topics or products.3. Interviews: One-on-one interviews can provide in-depth insights into customer needs and preferences.4. Observation: Observing customer behavior in various settings can provide valuable insights into their needs and preferences.5. Customer feedback: Collecting feedback through various channels, such as social media, customer service interactions, and reviews, can provide insights into customer needs and preferences.6. Market research reports: Utilizing existing market research reports can provide insights into industry trends and customer needs.Each of these techniques has its own strengths and limitations, and the choice of technique(s) would depend on the specific goals of the research, the resources available, and the nature of the customer base.