Question 2 (Total: 50 marks)

A colleague approached you recently, stating that one of the clients your firm is
managing is considering to launch a ‘Made in Australia’ or ‘Organic’ labelled
product, as part of their existing range on the market. Your colleague asks you
to assist and conduct some research to understand if either one of these is a
viable option, based on current examples available on the market. The purpose
of the research is to understand what factors influence consumer perception and
ultimately decision-making to buy, or not buy these labelled products. This
research will assist in influencing how the product is marketed to the consumer,
if the developed goes ahead.
A. Select one of the labelling options (‘Made in Australia’ or ‘Organic’), finding
two current branded products that are on the market. Discuss the importance of
understanding consumer decision-making, consider why this is important for
marketers.
B. Define and explain two selected external marketing factors. Discuss how each
of these factors influence consumer decision making and consider how each factor
will influence the consumer to purchase, or not purchase the product. You need to
discuss your answers in relation to your selected product label.