UNIVERSITI SAINS MALAYSIA
Kolej Teknologi Pulau
Peperiksaan Semester Kedua
Sidang Akademik 2OO7 I2OOB
April 2008
Program llazah Luaran
ljazah Sarjana Muda Pengurusan (Kepujian)
AMP342 - Perlakuan Pengguna
[Consumer Behaviour]
Masa: 2 jam
[Duration: 2 hours]
Sila pastikan bahawa kertas peperiksaan ini mengandungi ENAM rnuka surat
yang bercetak sebelum anda memulakan peperiksaan.
[Please check that this examination paper consrsfs of SIX pages of printed
material before you begin the examinationl.
Arahan: Jawab SEMUA soalan.
tlnstrucUon : Answer ALL questionsl.
at
...Lt-
-2
[AMP342l
-
Sila baca kes berikut dan jawab soalan yang diberikan:
Please read the following case carefully and answer the questions:
SoalanllOuestion
I
Bentuk strategi pemasaran untuk Revlon menerokai pasaran kosmetik lelaki dengan
mengemukakan lini produk yang komprehensif.
Develop a marketing strategl
complete product line.
for
Revlon to enter the men's cosmetics markets with a
ll0
mark#marlcsf
Soalan2lOuestion 2
Buat penilaian terhadap lini produk dan strategi jenama Clinique untuk kaum lelaki. Buat
perubahan di mana sesuai.
Evaluate Clinique's men's product line and branding strategy. Suggest changes where
appropriate.
lI0 markah/marksl
Soalan3/Ouestion 3
Jikalau Revlon ingin menerokai pasaran kosmetik lelaki, strategi jenama bagaimanakah
yang harus digunakan? Bincangkan.
If Revlon were to enter to enter the men's cosmetic market, what branding strategt should
it use? Discuss.
I l0 markah/marksl
...3/-
IAMP342l
-3Soalan4lOuestion 4
Bincangkan 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 cosmetic
line?
o
o
.
Personaliliti (personality).
Emosi (Emotion).
Konsep kendiri (Self-concept).
ll0 markah/marks)
Soalan 5lOuestion
5
:
Apakah motif yang perlu digunakan oleh Clinique untuk mempromosikan lini produk
lelaki? Berikan j ustifi kasi.
wat
motives should clinique appeal to in promoting its men's line? Justify.
I l0 markah/marks l
Soalan6lOuestion 6
Memujuk lelaki untuk menggunakan produk rawatan kulit memerlukan perubatran sikap
yang ketara. Apakah teknik perubahan sikap yang paling sesuai? Yang mana pula paling
tidak 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 least
appropriate? Discuss.
I l0 malka]/marks]
SoaIanT/Ouestion 7
kulit lelaki Revlon. Terangkan
bagaimanakah ianya dapatdigunakapakaipadasetiap peringkat proses tanggapan.
Rekabentuk satu iklan untuk produk penjagaan
Design an adfor a line of men's sbin care products by Revlon. Explain how it will work at
each stage ofthe perception process.
I l0 markah/marks ]
...4/-
lAMP342l
-4SoalanBlOuestion
I
Apakah teori pembelajaran yang sesuai untuk mengajar "target market" untuk melakukan
penjagaan kulit secara betul? Bincangkan.
What learning theories would you use to teach your target market to take proper care
their skin? Discuss.
[
10
of
markah/zarksl
Soalan9/Ouestion 9
Berdasarkan jenama Revlon atau Clinique, terangkan di antara berikut yang manakah
o'target
sasaran pasaran
market" yang sesuai? Beri justifikasi j awapan anda.
Based on Revlon and Clinique brands, which of the following would be the best target
market? Justify your answers
o
o
.
.
Kumpulan demografik (Demograhic groups).
Kategoripekerjaan(Occupationalcategories).
Segmeb Vals (VALS segments).
Segmen PRIZM (PRIZM segments).
I l0 markah/marks l
Soalanl0lOuestion
l0
Terangkan perbedaan kegunaaan kumpulan demogarfik dalam jadual"A".
How would you explain the dffirences in usage ocross the demographic groups in table
A?
I l0
markah/marlcsf
...51-
I
-)Males hhve threereasons fortryingto lookgood
(which, inAmerican society, also implies looking
young). First, one's career may be enhanced by
looking good, which inchrdes being ettactive, fit
appearing, and.energetic (yomg). One busiaesswouun
buy andexpaiment wlth allkinds and
almost
typesof new fragrances and colognes, butthey
6wiltingto
,ioifo-ryao not want anythiqg th€tsinells too shoDg
* io -y *"y draws attention to fteFselves' Accordirg to one exp€rt' tbe challeqge is
state4
Ho*
Any gry who goes irb eonsulting has to b€ attractive. It
struck mE one dalr Evcry *ime I4ct a good-looking guy
'dod.asked him "So, liftlc boy, what do you do?' he was a
consdtanl The ugly ones ars all accountarts.
':
:'
A second l€ason for men's coocem about looks
is to be attractive to women.IVIany middle-aged
pen who go tbrough divorce engage,in a wide
vadety of 'teaut5f' enhancement activities. Most
wonen no longer need to rely on mcn for financial
supporq which allows th€m to focus morp on the
physical and personal' charac'tetistics of poteitial
partn€rs.
A final reason is a combination of ego and competitivedess. If tooks mamdr, then competitivc me,lr will
compcte to look good. Knowing trat one lonlcs good oi
receiving Complimcnts or "adniring Elsnq€s'is also
grat'dyiug to aperson's ego.
IB 2003, the me,n's grooming markct wqs appgoximately $7.7 billion, up from $3.3 biltrion.in 1995. The
madcet can be broken orrt as fq-llorqq-($,ggfqs below in
',millions
of dofldrs):
Fraemrrc€r
Shadng
D€odoranf
Hafrcam
Sldn care
Bathandshouff
E1,9(l5
3,560
1,470
&1
154
n
As yoir can see, the skin carc market remains a relatively small part of the overall men's grooming
nrkcting. And growth inthe skincte ma*et has
beeu a soundbutnot overwhelming 7 percent a year
since 1995. In the spring of 2000, me'n were using
the following facial care prodrca (see Table A for
deuils):
Comderdon cate (al[
25.0%
Ol€ans€rg
ro.5
Cnam
Scrub
Msgk
Toher
[at
to
entie"'por" ncn to snoll good, put gooey-thingsin
lai4
aad oily lotions on their fafcs without ftcling
some&owumanlY?
Deqplb such challenges' nuqeroub ftmo1 are e'lrterrhat ate
ing witi a vciety of beauty'enhancing Ptq-ucb
gei€raly positioned as ekin care pro&rcc' Nivea's
itoa""tiii" and approqch are describod in the opening
soall
iignene for Chapdr f+. mere sp nunerous
online
sales
Earkercrs serving this mrket tbrough
niJlrc
for 'tncn's skin carc prodocts')'
frrse a search engine
ione of fre uiajor participants in frio c'nerging Earket
re ilescribedbelow.
, Cliniqgpromotes a tbree'stcp skin care process for
nen'feairrring Clinique Facial Soap' Clinique
Scmffing Loti6n (a fasial'cle8rstr)' and Clinque M
Iotion i" noist*izing lotion)' It also offers a
compl'*e line of shaving-related {odtrts' including
gels)'
Cream Shave and M ShaveAloo Gel (sbaving
Face Scnrb (a facial cleaner), Post-Shave llealer'
Ilappy for Men After Shane Balrn, aod Tlmaround
Lo.e;. In additio!'
it
nadsetl Eye Treatneut
Formula, Srrge Extra Oit-Free Gel (a moisturizer);
Somo: Barod o lnforordou ft@'?'tr. U'5. Ma*.tfor Me* gtoonbe
Pradrcrs Q{cw Yck Prclogod Ftsi!, Ialmry 2gQ{). pp. 51 md 62"
Ldon
[AMP342I
5.6
5.9
3.6
25
2.6
Research and obs€flation hsve ledthose in tbe
industry to reach several conclusions. One is that men
Non-Streak Brsnz6, asd deodonrts'
MErcii focwes exclusively on men's egsmeti; frod'
ucts. its slogan is'Men don't weat oakarp' they we
MEnaji." fts proaucc include tbe foUowing' CAI\'IO
in
Concealer,
fto
shades, is dqsiEneil to
hiie da*
razq btrn' 9U Eye Jell
or darkness rond the eye area in
circles, age sPots, and
rcduces Erm"is,
tbe
about 36 minutes. Glycolic Skin Foner retluces
lvlask
Mtoaji
wrinkles'
and
qppeantrce of fiae lines
iJ'used otrce a week o. thorobghly deqr clean one's
face. H-D.P.V. Dual Actirc Powd6 is rued
rate oily
sbine without looldtrg
like
b elimipancake
pslishing Scrub is-dcsigned to bo
nakzup. M6naj[
'
used twice a week to deep cleo onre's face'
Nanmgau Men ofra:s aiue producB for den'
shaving
severat of which are versions of taditional
n:
Skin'Cleadng Face Em, Skiu Clcring
itoat
-face
Skin
Wasn, Razir Defe'nse Daily Face Squb'
Cfrrtl"" Snave eean" Razc Dofense Shave Gel'
SfCt-CfI^i"g Asaingeut After ShNve, Skin Cleuing
OA"* treatnent, and Raeor Defense Daily
FaceLotion
i*i"t
rse of
TbbleAcontains nat€rial relaled to the
beauty items bY men.
...61-
lAMP342l
-6-
Demographics and
Male Cosmetlo Use.
10"E%
1.O7
109
91
86
'95
.€8
57
71
66
1m
B9
80
90
g9
109
105
4e
ip
1.40
94
64
'65
100
loo
tnil
.104
88
100
105
113
107
130
114
.s6
90
102
94
lroe
117
107
96
102
92
105
100
9{t
91
s2,
141
d5
98
EO
92
90
,170
140
149
'l6tt
108
111
114
116
'14S
88
80
80
63
63
s4.
,90
.81
.92
82
119.
Jrs
's8
104
ss
1.!8
120
.9e' '
'
128'
:88
73
6B
112
93
113
uec or consumption unless a porcont is
-
mmplc sizc too smsll for a GlisDlo irdox.
Sotrro: Sprlry 2000 McdiunukRosoarEh Isc.
SS
110
93
ii3
NoE: too = Awragp
172
17e
121
89
85
.
,.96
i .'.,
:ri:1. . .: ' '.
150
c7
94
88
105
98
115
-oooOooo-
pa
7ts
81
127
117
s4
114
126
ss
117
ss
ss
,111
117
SS
ss
115
112
1gl
14It
1ftt
97
100
99
89
98
98
137
106
77
86
75
97
s0
'95
sl
117
95
105
indicaled
101
8S
71
89
1U
g0
116
94
117
92
126
95
107