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ENERGO is a new fruit-based drink that contains high levels of caffeine and sugar - HSC - SSCE Business Studies - Question 23 - 2010 - Paper 1
Question 23
ENERGO is a new fruit-based drink that contains high levels of caffeine and sugar. The manufacturer would like the drink to be seen as a healthy product. Market rese... show full transcript
Worked Solution & Example Answer:ENERGO is a new fruit-based drink that contains high levels of caffeine and sugar - HSC - SSCE Business Studies - Question 23 - 2010 - Paper 1
Step 1
Outline ONE method of primary data collection that could have been used to obtain this market research result.
Answer
One effective method of primary data collection that could have been used is conducting surveys. The manufacturer could distribute questionnaires to students aged 8–12 years in schools, asking them about their consumption habits and willingness to purchase ENERGO at their school canteen. This method allows for direct feedback from the target audience, providing valuable insights into market preferences.
Step 2
Analyse how ONE legal or ONE ethical aspect in the marketing of ENERGO might impact the manufacturer.
Answer
One significant ethical aspect in the marketing of ENERGO is the promotion of healthy eating among children. Given that ENERGO contains high levels of caffeine and sugar, marketing it as a healthy product could mislead consumers and violate ethical marketing standards. This could result in negative publicity and damage to the brand's reputation. Furthermore, if the manufacturer is found to be promoting the drink targeting children without appropriate guidelines, it could face legal consequences, including fines and restrictions on its marketing practices. Such repercussions could also lead to a loss of consumer trust, significantly impacting sales and the manufacturer’s overall market position.