Part A Question 1

Countries showing strong uncertainty avoidance such as France, Germany and Italy have witnessed a rise in the consumption of mineral water since 1970. In fact, according to one study, the correlation between mineral water consumption and the uncertainty avoidance score for 1996 was almost 0.75. What might explain the linkage between uncertainty avoidance and mineral water consumption? What other products might find opportunities in strong uncertainty avoidance countries?

Part A Question 2

In a host of emerging markets (e.g. India, Brazil, Thailand), 50+ percent of the population is under 25 years old. One marketer observes: