Read the “Hershey North America” case on page 383.
In a 3-4 page paper in APA format, answer the questions below. Be sure to use section headings for each question.
What are the advantages of targeting candy bars to adults rather than to children?
Does targeting to adults require a change in the image for candy products?
Why do you think bite-size candies are so popular with adults?
Describe your most recent purchase of a candy bar in terms of the relevant affect and cognition, behavior, and environments.
What means-end chains might different consumers have for candy bars?
Peter, J.P. & Olson, J.C. (2010). Consumer behavior and marketing strategy, 9/e. New York: McGraw-Hill. ISBN 0073404764
