In 2016, a team of researchers from the Department of Marketing was approached by Kgalagadi Breweries Limited to conduct a consumer behaviour study.The aim of the study was to investigate the perceptions that young consumers whose ages were between 18 to 24 years hold about the personality of the Coca-Cola brand. A total of 400 students from the University of Botswana participated in the current study. The results of the study are summarized in Table A.

Table A: Perceptions of the Personality of Coca-Cola

Brand Personality	Frequency (n =400)	Percent (%)
Sincerity Down to earth	112	28
Honest	132	33
Wholesome	80	20
Cheerful	116	29
Excitement Daring	64	16
Imaginative	80	20
Spirited	68	17
Up to date	72	18
Competence Reliable	140	35
Intelligent	120	30
Successful	200	50
Sophistication Upper class	60	15
Charming	56	14
Ruggedness Outdoor	8	2
Tough	12	3

Drawing insights from the findings, what personality does the Coca-Cola brand have?

Explain why the findings of the current study are of value to marketers responsible for the Coca-Cola brand in Kgalagadi Breweries Limited?

Coca-Cola operates in over 150 countries. This market expansion strategy was pursued by the company to increase sales outside the United States. However, the company's international expansion efforts have been extremely challenging. According to the company's Chief Executive Director, "Failure to recognize the variations of cultural symbols has adversely affected the company's marketing strategy". Discuss with the help of examples, how cultural symbols could affect the Coca-Cola's efforts to communicate brand personality among young people

across countries.

Question 2

In 2015, the Ministry of Health and Well-ness used Vee Mampeezy, a famous local music star as the face of the Safe Male Circumcision campaign in Botswana.The aim of the campaign was to ensure that a significant proportion of men are circumcised in order to reduce the levels of HIV/AIDS infections within the country. Vee Mampeezy appeared on billboards, television commercials, as well as newspaper and radio advertisements as the face of the Ministry of Health and Wellness's Safe Male Circumcision Drive. Vee Mampeezy was also previously engaged in a similar role as the ambassador of the Southern Africa Safe Male Circumcision Drive, where he worked together with reputable music stars from Zimbabwe such as Winky D and Oliver Mtukudzi in 2011.

From the view point of the reference group concept, how will you justify the decision by the Ministry of Health and Well-ness to utilize Vee Mampeezy?

What advice would you offer to the Ministry of Health and Well-ness about the risks of using famous people such as Vee Mampeezy for marketing purposes?

Assume that you were employed by the Ministry of Health and Well-ness as a one of their marketing experts. What marketing initiatives will you recommend that the Ministry utilizes to facilitate the male in Botswana to learn about Safe circumcision based on the principles of the Cognitive learning theory? Justify

the use of this theory.

Question 3

Mrs Mothusi is from a family of five children residing in Gaborone. The family owns a semi-automatic washing machine.Their clothes are normally washed by their domestic helper who is comfortable operating the semi-automatic machine. On a recent visit to Home Corp Botswana in River Walk, Gaborone, Mrs Mothusi found out that there are several variations of fully automatic front load washing machines in the market. She realized that she needs to replace the semi-automatic machine that she has been using for the past 15 years. However, while Mrs Mothusi was at work, she overhead one of her colleagues, complaining that she has recently purchased a fully automatic front load washing machine and it utilizes more water and electricity to operate. Considering the expenditure involved and that her family is relatively large, she was not entirely convinced about the purchase she was planning to make. She decided to postpone the decision to purchase the fully automatic front load machine because she needed additional information in order to make a wise decision.

Describe the different ways in which a typical individual consumer recognizes a need, and suggest how need recognition occurred in the case of Mrs Mothusi.

Drawing from the scenario above, explain the buying decision situation that best describes the purchase of a new fully automatic front load washing

machine?

What is the value of understanding the buying decision situation that consumers such as Mrs Mothusi will undergo when making decisions to purchase of a new fully automatic front load washing machine from the marketing perspective? Justify you Answer.

Assume that you are a marketer at Home Corp, Botswana. You are responsible for marketing new fully automatic front load machines. Drawing insights from the functional theory of attitudes, how would you facilitate the formation of favourable attitudes toward fully automatic front load machines amongst consumers such as Mrs Mothusi. Use examples to support your