Can you help me answer all question about this case study of Consumer Behavior (MKT201). Thank you so
SECTION A: CASE STUDY [60 MARKS]
This section is compulsory.
HealthyMeaty markets vacuum packed fresh rabbit - Rrrabit for sale in Australian
supermarkets. The rabbits are fed natural organic food and are reared in an environment where,
whilst they are not entirely free range, they do enjoy a reasonable degree of freedom to roam
within the breeding pens. Rabbits are known to have very low fat content and a high nutritional
With recent scares about bird flu and health concerns generally about the fat content of meat
product, the company is hopeful that Rrrabit will prove a growth product as it is a healthy
alternative to red meat. The product is presented in transparent packaging so that the consumer
can see how lean the product is. Information on the packaging details the nutritious value of
the rabbit meat, sell-by dates and some recipe suggestions. Many children keep rabbits as pets,
so all packaging avoids illustrations of rabbits for fear of upsetting children who may be
shopping with their parents when the product is bought.
In 2000 Rrrabit was introduced into African market with devastating results. Despite such an
experience, it is thought that the company's experience could be used to introduce Rrrabit as a
low cost food into Asian countries, especially Vietnam that have recently expressed interest in
using the company's expertise.
Discuss the decision process and the influences on it that the consumers in this segment are
likely to go through when they are considering to purchase Rrrabit.
i. Problem Recognition (10 marks)
ii. Information Search (10 marks)
iii. Alternative Evaluation (30 marks)
iv. Purchase (5 marks)
v. Postpurchase (5 marks)
The consumer decision process explains the stages through which a customer goes when he/she decides to purchase a product.... View the full answer