Question 1:
(a) Discuss Freudian Theory of Personality and its application to the understanding of consumer behaviour.
(b) For the following personality market segments, describe the most suitable promotional message, giving examples of such messages.
- Highly dogmatic consumers
- Inner-directed consumers
- Consumers who are visualizers versus consumers who are verbalizers
Question 2:
(a) What is cross-cultural consumer analysis and what is its importance to marketers?
(b) "Many organizations fail on the international market because they fail to understand differences." Discuss this statement, illustrating your answer with examples.