Question 1

Consumer behaviour is the study of how individuals, groups, and organisations select, buy, use, and dispose of goods, services, ideas, and experiences. Only when consumer behaviour is understood can it be successfully being influenced by marketing activities.

As a hired marketing consultant to Coca-Cola. Explain what marketing stimuli factors stimulate the consumer to make a buying decision.

(15)

QUESTION 2

One limitation of the case study is that there are only two consumer behaviour theories being analysed by Coca-Cola, that of self-identity and culture dimension analysis.

Discuss the subcultural categories that may influence consumer buying behaviour on the Coca-Cola carbonated soft drink within Thailand.

(15)

QUESTION 3

The segmentation of consumer markets requires the creation of sub-groups from a larger population to more specifically target them. There are virtually dozens of ways that a market might be segmented, and the segments chosen will depend on the business and the products or services it offers. Basically, segmentation is all about identifying specific groups of people based on common characteristics.

Explain the basis on which market segmentation is executed, also discuss how Coca-Cola could take advantage of each of these segmented markets within Thailand.

In your discussion highlight, the 5 most appropriate basis for market segmentation for Coca-Cola and briefly mention how each segment could be serviced by Coca-Cola.

(20)