UNIVERSITY COLLEGE SABAH FOUNDATION

FACULTY OF MANAGEMENT & ENTREPRENEURSHIP

MBB3733 CONSUMER BEHAVIOUR

FINAL ASSESSMENT 2020

STUDENT NAME MUHAMMAD MIRZA BIN MUSTAKIM

MATRIC NO BBA18041075
LECTURER’ NAME MISS DELORES PAMMIE JOEH
SUBMMISSON DATE 8 JANUARY 2021
CASE 1:STARBUCKS

QUESTION 1

Starbucks focuses on improving social skills training for their employees to communicate
with customers to welcome them to the shop, to make eye contact, to smile, and to try to
remember their names and orders if they are normal. They also enable partners to engage in
discussions with customers using questions that include more than a yes or no answer. With
Starbucks' "Just Say Yes" policy, it empowered its employees to provide the best service
possible even if it required going beyond company rules. This will therefore satisfy the
customer's request even if it is not subject to Starbuck's terms and conditions. This is to avoid
conflict with any customers as far as possible.

Employees are referred to as partners and may earn incentives such as wellness benefits,
profit sharing and schooling support in an attempt to minimize turnover and add a more
family-friendly feel to the workplace environment. Employee programs such as veterans,
refugees and youth hiring initiatives welcome diversity to Starbucks stores, while the CUP
(Caring Unites Partners) Fund was set up to help Starbucks' partners donate to other partners
who have gone through natural disasters or personal crises.

Starbucks knows all about that value with their eye-catching travel mugs, tumblers, and
ceramic mugs printed with their mermaid logo. This is because Starbucks remembers past
customer orders, leveraging the available order history details and the Starbucks app. Each
business creates hordes of applicable knowledge every hour and can thus have more
satisfying customer service. Starbucks actively incorporates consumer reviews to develop
new products. By listening to the customer's desires and suggestions, they will help meet
demand and capitalize on previously unrealized opportunities.These are their custom
promotional items that are always valuable, whether offered for free or sold in a gift shop.
They change this drinkware every season, keeping things interesting for their dedicated fans.
They also provide bonuses to their clients. For example, they have launched My Starbucks
Rewards, a loyalty scheme that provides discounts and benefits to regular customers.
Customers can receive 2 "stars" for every $1 purchased, which can ultimately be exchanged
for free drinks, the opportunity to pay by phone, and a quick ride down the queue. As a result,
users love it because they're having something free and a great user experience for the mobile
app.

QUESTION 2

Starbucks launched "My Starbucks Idea" in 2008. The aim was to provide customers with an
easy way to submit their requests and concerns in a better place than a suggestion box. This
has resulted in over 300 ideas from this microsite being made available to Starbucks stores
around the world. Most of the highlights includes,a new Hazelnut Machiatto flavor, a free
birthday treat, and even the iconic green splash sticks that are on the napkins and sleeves self-
service counter. All this came from hearing what the customers wanted and making the
necessary changes.

Starbucks has cultivated an atmosphere that is both welcoming and accessible. Every detail,
from lighting to decor, has been carefully researched to ensure that shoppers feel at home in
their shops. For example, round tables have been explicitly selected to make consumers feel
less isolated, but yet to free up contact with wider crowds. This preference proves to be
convenient for anything from research sessions to job meetings. It also reveals Starbucks'
attention to detail. They have built a cozy atmosphere that makes people want to come back
again and again, which is the aim of any successful company.
CASE 2:DOVE

QUESTION 1

How Dove encountered their campaign challenges is by counter the unrealistic portrayals of
appearance and its negative impact on women, which led to complications when Dove
launched its first ad showcasing eight actual women clad only in their underwear. The
dramatic move allowed Dove to reposition itself from a beauty brand to a personal care brand
while at the same time repositioning every beauty brand as "bad" for portraying such
unrealistic, unhealthy portraits of beauty. By displaying women with curves openly flaunting
their bodies, or showing women weeping after seeing how different they view their
attractiveness in contrast to their peers, Dove evokes a heuristic choice that ties the
experience to action and simplifies decision-making in the consumer's head. These ads then
lead women to doubt whether or not they can feel comfortable with their curves, wrinkles,
and other imperfections, and thereby capitalize on the challenge of judging one's hedonic
state.

Their partnership with brands like Axe. The parent company of Dove is Unilever, which is
also the parent company of Axe and Fair & Beautiful. These brands advertise advertisements
that are in sharp contrast to the message Dove is seeking to promote, which is a healthy body
picture. Fair & Lovely, a common brand predominantly targeted to dark-skinned women,
encourages a preference for "lighter skin." This goes against the goal of Dove to recognize
more of all the attractiveness of women, by offering goods that strive to make all women
more equal. These advertisements were denounced by activist organizations for being
provocative and demeaning.

Axe is another brand under Unilever that promotes a philosophy that is in sharp opposition to
Dove's goal as their marketing ads actively advocate the "thin ideal" and sexualization of
women aimed at young men and consumed by TV advertisements or online. Young men can
engage online through the "In Your Area" website, which displays a map that apparently
illustrates places around the world where women have been impacted by Axe scents.Unilever
is often viewed as hypocritical, and their affiliation with Dove could theoretically cause
customers to feel bad towards Dove's ad campaign and suffer cognitive dissonance.
The dissonance in this situation can not be overcome as quickly as customers have to
continue to rationalize the purchase of goods that help a business that supports the same thing
they felt they were 'working against' by purchasing Dove. This can lead to a source
derogation, since many customers may deny the credibility and trustworthiness of the makers
of the Actual Beauty Campaign. Consumers will definitely doubt Dove's dedication to their
social mission.

Social reference has evoked and led young teenage girls to be susceptible to associations with
"real women," such as Dove's ad campaign, which begs the issue of Dove's ad campaign,
which is actually much more detrimental than conventional ad campaigns. As a consequence,
heightened self-awareness resulted in a rise of body-focused discomfort and body weight
discontent.

Strong criticism in special regard to Dove's Movement for True Attractiveness, focusing on
the philosophy of feminine disability, the basis for examining and denouncing social
structures and material behaviors that stigmatize some forms of physical differences, such as
people with disabilities. Core reasons are the building of inclusive identities and the
advancement of the participation of women with disabilities in mainstream society.

This style of philosophy promotes the inclusion of different styles of bodies, but at the same
time represents conventional ideals of appearance. For example, Dove tried to contradict
dominant beauty ideals by portraying "real" women with "real" curves in their advertising.
However, it is suggested that these "real" women tend to be so close to pre-existing
stereotypes that they, too, will be embraced by most beauty norms, indicating a failure on
Dove's account to actually extend the concept of beauty.

Dove is engaging in a digital re-touching of their marketing campaigns as directly

contradicting the message of their ad campaign. Instead, these movements shift to a
philosophy of pluralism that represents reverence for cultural identity and allows individuals
to preserve their unique subjectivity, for example with regard to disabilities. The acceptance
of this philosophy may be accomplished by including a disabled woman in one of Dove's
promotional ads.The Real Beauty Campaign can be seen as hypocritical, which can cause
viewers to feel cognitive dissonance. On the one hand, customers might buy Dove because it
spreads a positive message; on the other hand, they might doubt precisely what they are
buying.
QUESTION 2

Dove tried to shift the advertisement landscape by questioning beauty stereotyping by

choosing actual women whose image falls beyond the stereotypic standards of beauty, like
older women with wrinkles or overweight women. They said that real women were appealing
and likeable to their female viewers because they were relatable and thus offered a "fresh"
viewpoint within the mainstream. Assuming that these "real" women of the Dove campaign
have attractive qualities and that these assimilative mechanisms have taken place, the ads
would have a positive impact on women's self-assessment and would generally help women
feel good about themselves.

What Dove has done so well is to reframe the role of buying their beauty goods and toiletries
from one that focuses on utilitarian consequences such as the consistency and price of
products that are almost never listed in advertising to one that focuses on sharing essential
ideals and communicating with others. This results in customers becoming good for Dove
and buying their goods, helping women to prove that they too agree that the ideals of society
in terms of attractiveness need to shift, from an emphasis on exterior appearance and a "thin
ideal," to a focus on inner beauty and trust.

What Dove has done so well is to reframe the role of buying their beauty goods and toiletries
from one that focuses on utilitarian consequences such as the consistency and price of
products that are almost never listed in advertising to one that focuses on sharing essential
ideals and communicating with others. This results in customers becoming good for Dove
and buying their goods, helping women to prove that they too agree that the ideals of society
in terms of attractiveness need to shift, from an emphasis on exterior appearance and a "thin
ideal," to a focus on inner beauty and trust.
CASE 3:TUPPERWARE

QUESTION 1

Tupperware parties are an effective tool for marketing their company goods, since they have
created significant market share for the company. The social network of families and friends
of Tupperware clients and prospective parties is of tremendous benefit to the organization to
share product knowledge via the social network. Participants, if they are reassured, will be
used to support the product across the social network of each individual. They exchange
product details with their families, acquaintances, relatives and employers and, if they are
encouraged by Tupperware's members, they start generating a positive word of mouth for the
goods of the business, as it is also obvious that about 40% of sales come from non-participant
products. Another advantage to these groups is that it is a cost-effective and socially valued
way to meet and attract clients and prospects. Instead of traveling door-to-door, a salesperson
has the ability to introduce the product to prospect groups in a fun and relaxed atmosphere.
People are more open to the information that they are invited to do so. Thus, in a variety of
ways, Tupperware parties are an established strategy and can remain a business in use, but
salespeople and managers need to learn about new ideas to make these parties more
successful.The approach succeeded is a positive incentive that can be used to attract
consumers when a successful quality is itself a benefit. If the products have exceeded the
needs of the consumers set by Tupperware sales reps, they are more likely to replicate their
actions by buying company products any time they use them.This is followed by participants
will be awarded if they inspire others to join in the Tupperware parties.
QUESTION 2

Tupperware's business model is similar to that of franchises, in the sense that Tupperware
produces business leaders that we call distributors in every city or state. Distributors are the
ones that designate sales forces and prepare them to perform well assisted by the
organization. This model can be quickly reproduced anywhere. They have an all-women sales
team at Tupperware. There are 4000 sales officers and 80 dealers. This was a deliberate
choice wi A woman-only business model in the Indian idea has found social recognition, and
this is demonstrated by the degree of comfort that family members have in encouraging the
lady of the house to seek a business opportunity in a secure environment.th a view to
empowering women with a career choice that they can explore with versatility. Tupperware
has used direct retail sales to market the items. Tupperware items are very special and must
be shown to the end customer before they are sold. Employees of Tupperware support by
direct sales forces that perform home demos to groups of individuals and distribute to end-
users. This allows the consumer to get the best value from Tupperware products. Tupperware
has a different marketing campaign that incorporates the idea of hosting Tupperware
gatherings, where Tupperware agents exchange recipes, culinary suggestions and wellness
tips when meeting prospective agents. It is a different approach to promotion and distribution.
This technique was influential in the growth of Tupperware.
CASE 4:COCA COLA

QUESTION 1

Moderately, the successes of Pepsi and Coca-Cola are found to be proliferated by an

expanded customer base. At this point, all companies are supposed to use phrases and a
single word to identify their intended market. It is claimed that Coke was a well-known
business selling soda and attribution that can be traced over a long period of time. This
feature has made Coca-Cola popular among various groups of individuals, ignoring ethnicity,
faith, age and financial status. Since Coca-Cola has strong customer satisfaction, this
company is doing its hardest to retain its customers who are about to switch to Pepsi.
Likewise, Pepsi has developed distinctive media promotion tactics in its promotions that will
catch clients from various groups. For example, Pepsi's advertisements target young people
and use cartoons and appealing colors.

QUESTION 2

Rural marketing will lead to rural infrastructure and to growth. People can still live happily in
villages due to the availability of all goods and services in villages, often at a reasonably low
price. People can earn their livelihood in rural areas as a result of increasing marketing
activities. The burden on metropolitan communities can be reduced.

The rural sector has a greater scope for affordable consumer goods and services. The rural
population depends primarily on agriculture and can contribute almost 50% of the total
national income. Agriculture still enjoys a large part of the export market. Rural marketing
boosts the agriculture sector and the increased agricultural sector will enhance the country's
economy as a whole.

Rural marketing will create more competitive job options for rural and urban residents.
Development in rural marketing contributes to expanded business operations, technical
practices and facilities that can create a lot of job opportunities.
Thanks to the rural marketing scheme, rural consumers can conveniently access the standard
products and services they need at affordable prices. Rural marketing enhances rural
infrastructure in the same way. In addition, rural marketing may also increase their profits.
These factors will directly boost the quality of living.

Rural marketing contributes to the development of agro-processing industries. Fruits, fruits,

cereals, pulses, etc. are used as raw materials. Such industries will increase the profit margin
and job prospects of farmers.

Development in rural marketing enhances the overall marketing scheme. Farmers and small
farmers have several choices for selling their goods. Large domestic corporate houses and
international corporations tend to purchase agricultural goods directly from villagers on their
own or by agents and small enterprises. Rural producers can easily export their goods at
satisfactory prices. Their increased income levels could increase their buying power, which
could further boost industrial demand.

Rural marketing and basic facilities go hand in hand. Development in rural marketing
contributes to better travel, insurance, banking, communications, entertainment and other
services. Due to the provision of basic infrastructure services, business units can quickly meet
the target rural customers.

Marketing results for improved transport, warehouses and contact services. Agricultural
goods can be systematically put on the market during the year. A massive disparity between
demand and supply can be eliminated and, as a result, the prices of most goods remain more
or less constant.

Marketing will refine the whole lifestyle and framework. Improved quality goods at a fair
price, improved income standards, provision of services as they have a significant positive
effect on quality of life. Quality in living increases and the degree of violence declines.
CASE 5:MTV

QUESTION 1

MTV primarily devoted to music videos since its inception and company is still managed to
be successful in maintaining its freshness in its program because of the following strategies
has been used. For media campaigns, MTV has its own entertainment-related website
available on this website, such as blogs, celebrity interviews, music shows, mtv awards,
images, news, videos. They has its own twitter account, from which they post a lot of divisive
material, gossips related to celebrities and the film industry, tweets and reviews, engage
customers through different posts, and even post about world class music that makes MTV
famous among people. MTV's facebook profile is updated regularly. This website has also
been uploaded with photographs of celebs and gossips. It also invites people to give their
opinion on every trendy subject. It engaged users with the suggestions they liked on their
comments. It also offers the latest promotions on music shows and videos, as well as the app
for popular MTV shows. They run a paying advertisement for their TV shows, YouTube
page, facebook, twitter to reach out to more and more customers and have experience with a
brand marketing team that interacts with people's feelings, expectations and lifestyles.

QUESTION 2

MTV has a lot of impact on music as it is one of the oldest and first music networks in the
world. It is now the favorite of all teenagers, young adults and also popular in age groups of
30-50 years. MTV now has more than 300 million households worldwide. The MTV logo
itself is so common with the people, and as time passes by new styles of the logo has
emerged, and merchandise has been added to the market, such as mugs posters with t-shirts.
These goods still made viewers remember that MTV is a music channel, and because of the
more people watching their channel, they got a decent hit. Besides playing music of all
generations, they also screen drams, movies, music news, fashion news, sports as well as all
about the present day. It shows all sorts of older, contemporary songs. Also because of the
TV shows they screen, the movies, the films of all ages will watch it. MTV presents live TV,
trendy stories, featuring songs for the internet crowd. And their following is all over the
world. Channel is also common in other countries, such as Uk and us. They have various
categories of music that include hip-hop sonics, new artists, and many more. MTV is also
played indipop, which makes it a folk channel. The music is more about passion, a family
bond that can be heard by anyone.
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