CONSUMER BEHAVIOUR

MM6032


WEEK 4 ASSIGNMENT (1)

By :
Name : Nur Aulia Sarah
Id : 29117101

MASTER OF BUSINESS ADMINISTRATION SCHOOL OF

BUSINESS AND MANAGEMENT INSTITUT TEKNOLOGI
BANDUNG


2018
 Question

1. After Reading the given powerpoint slides, Predict your own Two Most Dominant of
General Personality Traits, the Two Most Dominant Consumption personality traits,
the Two Most Dominant Value (Swartz) on your notebook
2. Find three products that make health claims. Evaluate the likely effectiveness of any
disclaimers that they contain

Answer

1. General Personality Traits

a. Tolerance of Ambiguity
b. Impulsiveness
Consumption Personality Traits
a. Consumer Relationship Proneness
b. Centrality of Visual Product Aesthetics
Dominant Value
a. Universalism
b. Stimulation

2. Products that make health claims

a. SunCo Cooking Oil

Figure 1 SunCo TV Commercial Snippet

 In a TV commercial for SunCo cooking oil products, a scene was shown that the model
(Chef Juna) sipped some cooking oil until it swallowed into his throat. The impact of these
advertisements, many people assume that cooking oil is safe for consumption by drinking. Is
it true?

In this ad, it turns out SunCo intends to educate the general public to be a smart
customer in choosing good cooking oil, namely by organoleptic test (test the goodness of the
product using the five senses) by inserting a number of cooking oil into the mouth and feeling
the oil flow to the throat. If the cooking oil is good, it tastes like water. This means that the
nature and character of the oil is like water, not sticky or smelly. Oil is easy to flow so that it
does not involve or is tingling in the throat.

A feeling in the throat after consuming fried food indicates that the food is fried using
less good quality oil. The quality that is meant here is the quality of the starting material (CPO)
which is less fresh so that it affects the quality of the oil produced.

Although safe to drink, SunCo is essentially cooking oil, not a drink. So if it is not
needed to test the goodness of cooking oil, it is not recommended to drink. Drinking cooking
oil is unnatural and is not recommended. In conditions where there are no restrictions on
consuming cooking oil and with a reasonable dose (1 teaspoon), the side effects are not
significant.

(Sources Retrieved from https://www.blogdokter.net/2013/08/28/apakah-benar-minyak-

goreng-bisa-diminum/ )
 b. Fair & Lovely (the skin brighter in 7 days)

Figure 2 Fair and Lovely Commercial Snippet

In a TV commercial for Fair & Lovely skin cream, a scene was shown that the model
got the skin brighter just in 7 days. Its impossible to get to your skin brighter just for 7 days
except that cream contains something that chemical ingredients, with the natural contains, the
skin is not being brighter, just be back to the real skin color. The possibility skin to be brighter
than the skin color before, is might be happen, but in the long duration of using that product,
not appear instantly.

c. Tropicana Slim Sweetener

Figure 3 Tropicana Slim Sweetener Commercial Snippet

 The slogan of the Tropicana slim sweetener products emphasized the statement that
their products is “no calories and can be used to prevent the consumer from diabetes”. So that
product can be used to change the usage of sugar. When in fact, Tropicana slim contained
aspartame, Whereas aspartame have a dangerous affect if consumer consumed it in large
quantities. Even though the company claimed that they have no calories contains in the
ingredients, but FDA proved that they have calories even though in a small amount. But, still
it might be dangerous and actually, the contained chlorine and the process of the chlorine itself
defined as carcinogenic substance.