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UNIVERSITI SAINS MALAYSIAKolej Teknologi PulauPeperiksaan Semester KeduaSidang Akademik 2OO7 I2OOBApril 2008Program llazah Luaranljazah Sarjana Muda Pengurusan (Kepujian)AMP342 - Perlakuan Pengguna[Consumer Behaviour]Masa: 2 jam[Duration: 2 hours]Sila pastikan bahawa kertas peperiksaan ini mengandungi ENAM rnuka suratyang bercetak sebelum anda memulakan peperiksaan.[Please check that this examination paper consrsfs of SIX pages of printedmaterial before you begin the examinationl.Arahan: Jawab SEMUA soalan.tlnstrucUon : Answer ALL questionsl.at...Lt-[AMP342l-2 -Sila baca kes berikut dan jawab soalan yang diberikan:Please read the following case carefully and answer the questions:SoalanllOuestion IBentuk strategi pemasaran untuk Revlon menerokai pasaran kosmetik lelaki denganmengemukakan lini produk yang komprehensif.Develop a marketing strategl for Revlon to enter the men's cosmetics markets with acomplete product line.ll0 mark#marlcsfSoalan2lOuestion 2Buat penilaian terhadap lini produk dan strategi jenama Clinique untuk kaum lelaki. Buatperubahan di mana sesuai.Evaluate Clinique's men's product line and branding strategy. Suggest changes whereappropriate.lI0 markah/markslSoalan3/Ouestion 3Jikalau Revlon ingin menerokai pasaran kosmetik lelaki, strategi jenama bagaimanakahyang harus digunakan? Bincangkan.If Revlon were to enter to enter the men's cosmetic market, what branding strategt shouldit use? Discuss.I l0 markah/marksl...3/-IAMP342l-3-Soalan4lOuestion 4Bincangkan bagaimana Revlon boleh menggunakan konsep berikut sebagai asas untuk"appeal" kepada lini kosmetik lelaki.How, if at all, could Revlon use thefollowing as the basisfor its appealfor men's cosmeticline?o Personaliliti (personality).o Emosi (Emotion).. Konsep kendiri (Self-concept).ll0 markah/marks)Soalan 5lOuestion 5 :Apakah motif yang perlu digunakan oleh Cliniquelelaki? Berikan j ustifi kasi.untuk mempromosikan lini produkwat motives should clinique appeal to in promoting its men's line? Justify.I l0 markah/marks lSoalan6lOuestion 6Memujuk lelaki untuk menggunakan produk rawatan kulit memerlukan perubatran sikapyang ketara. Apakah teknik perubahan sikap yang paling sesuai? Yang mana pula palingtidak sesuai? Bincangkan.Persuading mqny men to use skin care products will require a significant attitude change.Which attitude change techniques would be most appropriate? Which would be leastappropriate? Discuss.I l0 malka]/marks]SoaIanT/Ouestion 7Rekabentuk satu iklan untuk produk penjagaan kulit lelaki Revlon. Terangkanbagaimanakah ianya dapatdigunakapakaipadasetiap peringkat proses tanggapan.Design an adfor a line of men's sbin care products by Revlon. Explain how it will work ateach stage ofthe perception process.I l0 markah/marks ]...4/-lAMP342l-4-SoalanBlOuestion IApakah teori pembelajaran yang sesuai untuk mengajar "target market" untuk melakukanpenjagaan kulit secara betul? Bincangkan.What learning theories would you use to teach your target market to take proper care oftheir skin? Discuss.[ 10 markah/zarkslSoalan9/Ouestion 9Berdasarkan jenama Revlon atau Clinique, terangkan di antara berikut yang manakahsasaran pasaran o'target market" yang sesuai? Beri justifikasi j awapan anda.Based on Revlon and Clinique brands, which of the following would be the best targetmarket? Justify your answerso Kumpulan demografik (Demograhic groups).o Kategoripekerjaan(Occupationalcategories).. Segmeb Vals (VALS segments).. Segmen PRIZM (PRIZM segments).I l0 markah/marks lSoalanl0lOuestion l0Terangkan perbedaan kegunaaan kumpulan demogarfik dalam jadual"A".How would you explain the dffirences in usage ocross the demographic groups in tableA?I l0 markah/marlcsf...51-Males hhve threereasons fortryingto lookgood(which, inAmerican society, also implies lookingyoung). First, one's career may be enhanced bylooking good, which inchrdes being ettactive, fitappearing, and.energetic (yomg). One busiaesswouunstate4Any gry who goes irb eonsulting has to b€ attractive. Itstruck mE one dalr Evcry *ime I4ct a good-looking guy'dod.asked him "So, liftlc boy, what do you do?' he was aconsdtanl The ugly ones ars all accountarts.:' ':A second l€ason for men's coocem about looksis to be attractive to women.IVIany middle-agedpen who go tbrough divorce engage,in a widevadety of 'teaut5f' enhancement activities. Mostwonen no longer need to rely on mcn for financialsupporq which allows th€m to focus morp on thephysical and personal' charac'tetistics of poteitialpartn€rs.A final reason is a combination of ego and competi-tivedess. If tooks mamdr, then competitivc me,lr willcompcte to look good. Knowing trat one lonlcs good oireceiving Complimcnts or "adniring Elsnq€s'is alsograt'dyiug to aperson's ego.IB 2003, the me,n's grooming markct wqs appgoxi-mately $7.7 billion, up from $3.3 biltrion.in 1995. Themadcet can be broken orrt as fq-llorqq-($,ggfqs below in',millions of dofldrs):I [AMP342I-)-6wiltingto buy andexpaiment wlth allkinds andtypesof new fragrances and colognes, butthey almost,ioifo-ryao not want anythiqg th€tsinells too shoDg* io -y *"y draws attention to fteFselves' Accord-irg to one exp€rt' tbe challeqge isHo* to entie"'por" ncn to snoll good, put gooey-thingsin[at lai4 aad oily lotions on their fafcs without ftclingsome&owumanlY?Deqplb such challenges' nuqeroub ftmo1 are e'lrter-ing witi a vciety of beauty'enhancing Ptq-ucb rhat ategei€raly positioned as ekin care pro&rcc' Nivea'sitoa""tiii" and approqch are describod in the openingiignene for Chapdr f+. mere sp nunerous soallniJlrc Earkercrs serving this mrket tbrough online salesfrrse a search engine for 'tncn's skin carc prodocts')'ione of fre uiajor participants in frio c'nerging Earketre ilescribedbelow., Cliniqgpromotes a tbree'stcp skin care process fornen'feairrring Clinique Facial Soap' CliniqueScmffing Loti6n (a fasial'cle8rstr)' and Clinque MIotion i" noist*izing lotion)' It also offers acompl'*e line of shaving-related {odtrts' includingCream Shave and M ShaveAloo Gel (sbaving gels)'Face Scnrb (a facial cleaner), Post-Shave llealer'Ilappy for Men After Shane Balrn, aod TlmaroundLo.e;. In additio!' it nadsetl Eye TreatneutFormula, Srrge Extra Oit-Free Gel (a moisturizer);Non-Streak Brsnz6, asd deodonrts'Fraemrrc€r E1,9(l5Shadng 3,560D€odoranf 1,470Hafrcam &1Sldn care 154Bathandshouff nSomo: Barod o lnforordou ft@'?'tr. U'5. Ma*.tfor Me* gtoonbePradrcrs Q{cw Yck Prclogod Ftsi!, Ialmry 2gQ{). pp. 51 md 62"As yoir can see, the skin carc market remains a rela-tively small part of the overall men's groomingnrkcting. And growth inthe skincte ma*et hasbeeu a soundbutnot overwhelming 7 percent a yearsince 1995. In the spring of 2000, me'n were usingthe following facial care prodrca (see Table A fordeuils):MErcii focwes exclusively on men's egsmeti; frod'ucts. its slogan is'Men don't weat oakarp' they weMEnaji." fts proaucc include tbe foUowing' CAI\'IOConcealer, in fto shades, is dqsiEneil to hiie da*circles, age sPots, and razq btrn' 9U Eye Jellrcduces Erm"is, or darkness rond the eye area inabout 36 minutes. Glycolic Skin Foner retluces tbeqppeantrce of fiae lines and wrinkles' Mtoaji lvlaskiJ'used otrce a week o. thorobghly deqr clean one'sface. H-D.P.V. Dual Actirc Powd6 is rued b elimi-rate oily sbine without looldtrg like pancakenakzup. M6naj[ pslishing Scrub is-dcsigned to boused twice a week to deep cleo onre's face' 'Nanmgau Men ofra:s aiue producB for den'severat of which are versions of taditional shavingitoat n: Skin'Cleadng Face Em, Skiu Clcring-face Wasn, Razir Defe'nse Daily Face Squb' SkinCfrrtl"" Snave eean" Razc Dofense Shave Gel'SfCt-CfI^i"g Asaingeut After ShNve, Skin Cleuingi*i"t OA"* treatnent, and Raeor Defense DailyFaceLotionTbbleAcontains nat€rial relaled to the rse ofComderdon cate (al[Ol€ans€rgLdonCnamScrubMsgkToher25.0%ro.55.65.93.6252.6Research and obs€flation hsve ledthose in tbeindustry to reach several conclusions. One is that menbeauty items bY men....61-lAMP342l-6-10"E%Demographics andMale Cosmetlo Use.1721109464'6510080109105114s2,141'14S6381117126150c79488711mB990g913096102929{t90'l6tt116637ts127114ssSS1gl981018S7189116949217e121898557668810010510710294117107921491148080pas4ss117112971009989981Ug01171.40. 1059891.€8'95115,.961.O7109864eip93tnilii3,90,170108.8182Jrs104ss1.!8120.9e' ' '128':88736B11293113EO10510091d5loo.104113.s690lroe98s4.14011188.92119.'s8i .'.,:ri:1. . .: ' '.ssss14It13710677867512695107117,1111151ftt97s0'95sl11795105NoE: too = Awragp uec or consumption unless a porcont is indicaledSS - mmplc sizc too smsll for a GlisDlo irdox.Sotrro: Sprlry 2000 McdiunukRosoarEh Isc.-oooOooo-

AMP 342 -  PERLAKUAN PENGGUNA APRIL 08.

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AMP 342 - PERLAKUAN PENGGUNA APRIL 08.

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