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

Explain psychoanalytical model of consumer behaviour, Q. Explain Psychoanal...

Q. Explain Psychoanalytical model of consumer behaviour? This model is on the basis of work of psychologists who were concerned with personality. They were of the outlook that

Concept of marketing, you purchace a byke so make a assinment with marketin...

you purchace a byke so make a assinment with marketing concept

Economics assignment, #question. During the 1990s, technological advance re...

#question. During the 1990s, technological advance reduced the cost of computer chips. Explain, with the use of supply and demand diagrams, how the following markets are affected i

Determine the important factors of marketing research, Determine the import...

Determine the important factors of marketing research? Marketing Research involves following: - i) Product Research: - Assessment of suitability of goods with respect to

General reserch, How student strike effect on Quebec? How student strike ef...

How student strike effect on Quebec? How student strike effect on other province of Canada? Which people are involved in it? (Students and people who want Quebec different from Can

Research problem, A research problem in general refer to some difficulty wh...

A research problem in general refer to some difficulty which a researcher experiences in the context of either a theoretical or practical situation and wants to obtain a solution f

Explain search stage in organisational buying, Q. Explain Search stage in o...

Q. Explain Search stage in organisational buying? Search stage: This stage comprises information search regarding vendors their credibility their compatibility with the requi

Define the classical conditioning, Q. Define the Classical conditioning? ...

Q. Define the Classical conditioning? Pavlov's near the beginning work on dogs was known as classical conditioning . Pavlov exposed that when dogs were fed meat powder they sa

Open policy, Open Policy : Also known as Floating Policy, it has much in a...

Open Policy : Also known as Floating Policy, it has much in a common with the Open Cover. This policy benefits clients with substantial turnover and a large number of despatches

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