Pricing Essay

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MARKETING AND SERVICES MANAGEMENT Unit 1 Activity Environmental matters are often in the news. Research the current relevant environmental concerns that consumers have and explain implications these have for marketers WPP Companies Cohn & Wolfe, Landor Associates and Penn Schoen Berland track consumer attitudes on environmental matters. Their sampling methodology is via online survey. In an article published in Kenya’s leading newspaper, “Daily Nation” on 4 December 2012, Chris Harrison a marketing guru in Kenya extensively cited their 2011 survey report. In this survey 9,000 respondents drawn from eight countries both in the developed economies and developing world were sampled. The countries sampled included China, India, Brazil, France and the United Kingdom. Their finding was that people were generally more worried about the environment. Energy use was a global top concern. Consumers expressed preference for products that use less energy to produce. In India air pollution had the highest concern. Deforestation was the main concern for Brazil. In the survey consumers in developing markets showed more willingness to pay more for green products than those from developed markets (In India 48% of the respondents indicated they would accept a green premium of between 10 to 30 per cent. In the United States 70% were not in favour of any premium but could consider no more than 10 per cent). Product labeling, food origin and packaging were most important to respondents in the developed markets. Green advertising was found to be more believed and likely to influence more consumers in the developing countries. Away from the global survey reported on above in my country Kenya there have been several cases that highlight growing consumer awareness and demand for green products and services. In early 2012 the European Union who constitute Kenya’s biggest fresh

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