(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]

<br /> (a) Labelling in consumer goods refers to the practice of attaching information about a product to its packaging. This can include details about the product's features, ingredients, usage instructions, and other relevant information. The purpose of labelling is to provide consumers with essential information that can influence their purchasing decisions. It can also help businesses comply with regulations and standards set by government agencies. Effective labelling can enhance a product's appeal and differentiate it from competitors. <br /><br /> (b) As a marketing research manager at KCB, there are several data collection techniques that can be applied to identify the needs of customers: <br /><br /> 1. Surveys: These can be distributed online or in paper form and are designed to gather information about customer preferences, behaviors, and attitudes. <br /> 2. Interviews: One-on-one interviews can provide in-depth insights into customer needs and motivations. <br /> 3. Focus Groups: These involve gathering a small group of people to discuss a specific topic or product. It allows for interactive discussion and can reveal deeper insights into customer thoughts and feelings. <br /> 4. Observation: Observing customer behavior in a natural setting can provide valuable insights into how they interact with products or services. <br /> 5. Customer Feedback: Collecting feedback through various channels such as email, social media, or customer service interactions can help identify recurring themes and needs. <br /> 6. Market Research Reports: Utilizing existing reports can provide insights into industry trends and customer needs. <br /> 7. A/B Testing: This involves testing two versions of a product or marketing material to see which one performs better with customers. <br /> 8. Analytics Tools: Utilizing tools like Google Analytics can help track customer behavior and preferences online. <br /><br /> These techniques can help gather comprehensive data on customer needs and preferences, which can inform marketing strategies and improve customer satisfaction.