Question 1

(a) Jumiao is shopping for personal care items at his local supermarket. He walks by one aisle and

a floor display for a new shampoo launch caught his attention, but he had not thought about

buying it.

(i) Describe the new product adoption process. (10 marks)

(ii) Identify which stage of the new product adoption process Jumiao is most likely in at

that time and support your answer with a relevant explanation. (3 marks)

(b) Define behavioural segmentation. Discuss the types of behavioural segmentation strategies a

firm uses to segment the consumer market. (12 marks)

[Total: 25 marks]