Ask Question, Ask an Expert

+61-413 786 465

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

Question religion and americans moral implicationsone of

Question: Religion and Americans : Moral Implications. One of the more common arguments I hear when discussing ethics, morals, and values is that in the United States we were founded on religious, primarily Christian, te ...

1read the dave case study located in the topic 1 folder in

1. Read the "Dave" case study located in the Topic 1 folder in MindTap. After reading the case study, recommend some appropriate interventions. Identify the stakeholders in Dave's social services system. Considering the ...

Question george clinton and parliament utilized business

Question: George Clinton and Parliament utilized business and artistic concepts from both James Brown and glam rock acts. How did this provide a unique approach to funk music? Are they influential to later acts? Are they ...

Topic scenario analysis assignmentdirectionsread the four

Topic : Scenario Analysis Assignment Directions:Read the four scenarios below. Provide a 75-150-word response to each questionin all four of the scenarios presented below. Use the ACA and NAADAC Codes of Ethics and other ...

Choose a real-life service organisation that you are

Choose a real-life service organisation that you are familiar with. Prepare a flowchart of the back-stage as well as the front-stage operations of this business. Using this flowchart, explain the significance of the serv ...

Question 1why is it important to track investment property

Question: 1. Why is it important to track investment property, plant, and equipment? 2. How does the Accumulated Depreciation account play into the tracking of the value of Property, Plan, and Equipment? 3. Why is this i ...

Question the invisible patientafter reviewing the invisible

Question: The Invisible Patient After reviewing The Invisible Patients documentary, define/describe in detail an ethical dilemma that was experienced by the NP. Please note, there are several ethical issues, so there sho ...

Question watch episode 2 juan and elena attend a parenting

Question: Watch episode 2: Juan and Elena attend a parenting class. • Explain key life events that have influenced Sara's relationships. Be sure to substantiate what makes them key in your perspective. • Explain how you, ...

How much does it cost to run for office in texashow will

How much does it cost to run for office in Texas? How will you raise money? (read this handy info from the Texas Democratic Party before you violate any campaign finance laws) What interest groups will support/oppose you ...

Question elaborate on the topic for your critical

Question: Elaborate on the Topic for Your Critical Review This assignment will be a continuation of the written assignment from Week One. Research a minimum of three peer-reviewed articles in addition to information from ...

  • 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

Why might a bank avoid the use of interest rate swaps even

Why might a bank avoid the use of interest rate swaps, even when the institution is exposed to significant interest rate

Describe the difference between zero coupon bonds and

Describe the difference between zero coupon bonds and coupon bonds. Under what conditions will a coupon bond sell at a p

Compute the present value of an annuity of 880 per year

Compute the present value of an annuity of $ 880 per year for 16 years, given a discount rate of 6 percent per annum. As

Compute the present value of an 1150 payment made in ten

Compute the present value of an $1,150 payment made in ten years when the discount rate is 12 percent. (Do not round int

Compute the present value of an annuity of 699 per year

Compute the present value of an annuity of $ 699 per year for 19 years, given a discount rate of 6 percent per annum. As