(4). Jacob's, a biscuit brand under snacking powerhouse Mondelez International have been in

Malaysia for 66 years, even before Malaysia gained its Independence in 1957. Jacob's has always

been known as the original cream cracker by consumers. The way Jacob's crackers have been

manufacture may have evolved over time, but the one thing that has remained the same is its

original recipe and distinctive taste, which loyal fans know so well.

4 (a). Why is understanding consumers' consumption behavior important to Jacob's in marketing their cream crackers? Provide THREE (3) reasons with explanation.

(MLO1: 6 marks)

4 (b). Suggest TWO (2) research techniques that Jacob's can employ to obtain consumers' consumption pattern information for their decision making. Explain how these research techniques may help Jacob's to obtain the information needed.

(MLO1: 6 marks)

4 (c). Suggest TWO (2) strategies that Jacob's could pursue in increasing consumer's cream crackers consumption. Explain with examples.

(MLO1: 8 marks)