Chocolate consumers feeling guilty for the wrong reasons, Marketing Research

Assignment Help:

This brief case study highlights the risks a company might face if it makes the wrong call in relation to its ethical marketing policies. The case study discusses the case of Cadbury substituting palm oil for cocoa butter in its chocolate in order to cut cost. On the one hand Cadbury were trying to build a global ethical platform for its key Dairy Milk brand with Fairtrade certification. Unfortunately and in the same time they were undoing all their efforts with a scandal involving switching to palm oil as a key ingredient in its flagship (most important) brand. The discussion of the consumer psychology and behaviour processes involved in this paper highlights the complexity of trying to understand consumer behaviour in relation to ethical marketing.

In the given paper / case study, while the various psychology and behaviour perspectives were presented in separate sections, in reality of course they all operate together in exerting a powerful influence on consumer reactions. Despite this complexity, what is clear is that the same factors come into play regardless of whether consumers are attracted to an ethical brand or avoiding an unethical one.  With so many organizations now jumping on the CSR bandwagon (trend), companies need to be extremely careful not to be seen as just another pretender. Non genuine 'Fairtraders' may well face longer term boycotts and wrath (intense anger) from consumers. Clearly Cadbury NZ needs to monitor this dimension in its brand health tracking surveys.

Assessment Questions

1. Why do people eat chocolate?

2. What is the relevance of self concept to Marketing?

3. What other strategies have confectionary and food managers used to overcome motivational conflict?

4. Why did consumers seem to get so excited by Cadbury's use of palm oil when there are so many other manufacturers out there using it?


Related Discussions:- Chocolate consumers feeling guilty for the wrong reasons

What are responses of researcher, What are responses of researcher Whe...

What are responses of researcher When responses are missing or inappropriate, researcher has three choices: (a) Researcher can sometimes detect proper answer by reviewing t

Internal and external influences, Q. Internal and External influences? ...

Q. Internal and External influences? Internal influences Consumer behaviour is influenced by- personality, psychographics (lifestyle), demographics, motivation, knowledge,

Procedure for claiming duty drawback, Procedure for Claiming Duty Drawback ...

Procedure for Claiming Duty Drawback : The claim of Duty Drawback (DBK) is processed and passed for payment, primarily on the basis of the relevant information given in the Drawba

Spot rate-exchange rate, Spot Rate : The current exchange rate is usually ...

Spot Rate : The current exchange rate is usually the spot rate. It is the rate at which most foreign exchange transactions are carried out. If the contract to buy or sell foreign

Objectives-export sales contract, OBJECTIVES After studying this unit, ...

OBJECTIVES After studying this unit, you should be able to: 1.  explain the nature of export sales contract 2.  distinguish between domestic sales contract and export sal

Segmentation, Can you break down segmentation in simpler terms?

Can you break down segmentation in simpler terms?

Export declaration forms , EXPORT DECLARATION FORMS : All exports to which...

EXPORT DECLARATION FORMS : All exports to which the requirement of declaration applies must be declared on appropriate forms. These forms are as follows: GR form (in duplicate)

Purpose of writing research report, PURPOSE OF WRITING RESEARCH REPORT ...

PURPOSE OF WRITING RESEARCH REPORT Three main purposes are there for writing a research report. These are: i) Writing report for partial fulfillment of your degree. ii)

Consumer involvement, Consumer Involvement : Involvement demotes to ...

Consumer Involvement : Involvement demotes to a person's perceived relevance of the object based on their inherent needs and values and interests. Involvement is able to

Write Your Message!

Captcha
Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd