Author Question: Explain what went wrong with the Nestl sales promotion of infant formula in ... (Read 101 times)

MirandaLo · **on:** Jun 29, 2018

Explain what went wrong with the Nestl sales promotion of infant formula in Africa.

Question 2

Brand-choice congruence is:
A) the purchase of the same brand as members of a group.
B) the process by which we learn to become consumers.
C) the extent to which a group has the capacity to deliver rewards and sanctions.
D) a specialized group of consumers with a structured set of relationships involving a particular brand.
E) a market in which the social relationships among buyers and sellers change the way the market operates.

reelove4eva · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

Nestl successfully lured new mothers in Sub-Saharan Africa to adopt their baby formula. Women dressed as nurses offered free samples to new mothers in maternities, urging them to feed formula to their infants as a replacement for breast milk. Lack of sanitary conditions for formula preparation, as well as the high cost of the product, ultimately led to the death of many infants. What is especially interesting in this case is the fact that the negative publicity for the company was generated abroad, where consumer groups brought this issue to international media attention, rather than on the African continent.

Answer to Question 2

A