Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Homework Help/Study Tips Expert

CHOCOLATE CONSUMERS FEELING GUILTY FOR THE WRONG REASONS

This brief case study highlights the risks a company might face if it makes the wrong call in relation to its ethical marketing policies.

The case study discusses the case of Cadbury substituting palm oil for cocoa butter in its chocolate in order to cut cost.

On the one hand Cadbury were trying to build a global ethical platform for its key Dairy Milk brand with Fairtrade certification.

Unfortunately and in the same time they were undoing all their efforts with a scandal involving switching to palm oil as a key ingredient in its flagship (most important) brand.

The discussion of the consumer psychology and behavior processes involved in this paper highlights the complexity of trying to understand consumer behavior in relation to ethical marketing.

In the given paper/case study, while the various psychology and behaviour perspectives were presented in separate sections, in reality of course they all operate together in exerting a powerful influence on consumer reactions. Despite this complexity, what is clear is that the same factors come into play regardless of whether consumers are attracted to an ethical brand or avoiding an unethical one.

With so many organizations now jumping on the CSR bandwagon (trend), companies need to be extremely careful not to be seen as just another pretender. Non genuine ‘Fairtraders’ may well face longer term boycotts and wrath (intense anger) from consumers. Clearly Cadbury NZ needs to monitor this dimension in its brand health tracking surveys.

Assessment problems
:

problem 1: Why do people eat chocolate?

problem 2: What is the relevance of self concept to Marketing?

problem 3: What other strategies have confectionary and food managers used to overcome motivational conflict?

problem 4: Why did consumers seem to get so excited by Cadbury’s use of palm oil when there are so many other manufacturers out there using it?

Recommended points to research

1) What are the adverse effects of palm oil? Any benefits?

2) CSR and Fair-trade?

3) Find about the self-concept and consumer behavior?

4) Motivation and Maslow

5) Why Consumers feel guilty for the wrong reasons. 

Self Concept:

Self-concept refers to an individual's perception of "self" in relation to any number of characteristics, such as gender roles and sexuality and racial identity.

It is an internal model which comprises self-assessments. Features assessed include but are not limited to: personality, skills and abilities, occupation(s) and hobbies, physical characteristics, etc.

For ex, the statement "I am lazy" is a self-assessment that contributes to the self-concept. However, the statement "I am tired" would not be part of someone's self-concept, since being tired is a temporary state and a more objective judgment. A person's self-concept may change with time as reassessment occurs, which in extreme cases can lead to identity crises.

Another model of self-concept contains three parts: self-esteem, stability, and self-efficacy (self confidence). Self-esteem is the "evaluative" component—it is where one makes judgments about his or her self-worth. Stability refers to the organization and continuity of one's self-concept. Is it constantly in flux? Can singular, relatively trivial events drastically affect your self-esteem? The third element, self-efficacy, is best describeed as self-confidence. It is specifically connected with one's abilities, unlike self-esteem.

Solomon 1999, states that self concept represents a belief that a person holds about his/her attributes, therefore this impacts on how he/she evaluates those qualities.

Homework Help/Study Tips, Others

  • Category:- Homework Help/Study Tips
  • Reference No.:- M9365

Have any Question? 


Related Questions in Homework Help/Study Tips

Measurement and data collectiondata collection requires

Measurement and data Collection Data collection requires evaluators to consider a wide and diverse variety of data sources. These include both primary and secondary data sources. Data collection can significantly impact ...

Assignment introduction thesis statement and annotated

Assignment: Introduction, Thesis Statement, and Annotated Bibliography Prepare: To help with the preparation of your annotated bibliography, review the following tutorials and resources from the Ashford Writing Center: • ...

Draft a contract clause regarding one of the following

Draft a contract clause regarding one of the following topics and include the clause the team writes in the body of the paper or as an appendix: Dispute Resolution Clause (the team chose this part) Write a paper of 700- ...

Prior to beginning work on this discussion read the

Prior to beginning work on this discussion, read the required chapters from the text and review the required articles. The risk-benefit calculation for any drug assumes a correct diagnosis of the disorder. Many investiga ...

How researchers feel about single-case experiments appears

How researchers feel about single-case experiments appears to stem, in part, from their personal areas of expertise. Single-case experimental designs lend themselves well to certain areas of investigation, whereas they a ...

Questions1 why is the us spending more than twice as much

Questions: 1. Why is the US spending more than twice as much per capita than England or Germany? Be sure to discuss both demand and supply aspects. 2. What are the benefits of the US HC system? 3. Why do we have to buy h ...

Detailsthe practice of health care providers at all levels

Details: The practice of health care providers at all levels brings you into contact with people from a variety of faiths. This calls for knowledge and acceptance of a diversity of faith expressions. The purpose of this ...

Review the video above and answer the following questionsdo

Review the video above, and answer the following questions: Do you feel that health care providers in the United States use this "upstream" approach? Why or why not? How can analyzing the social situation affect your per ...

Discussionone of the security findings in the gap analysis

Discussion One of the security findings in the gap analysis given in the Case Document was high turnover and low morale among employees. Upon further investigation, you discover that the company does not provide speciali ...

Question what might be three major perspectives that

Question: What might be three major perspectives that sociology takes toward the war on terrorism? Objective - Identify specific social problems and their cause-effect patterns. Illustrate how the sociological process en ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro