Scribd
Upload
6 views

ASS Two (1)

The document is an assignment from KCA University focusing on marketing principles, specifically examining the Kenyan market's response to money transfer services versus life assurance services. It also includes a market survey on Indomie Kenya, analyzing consumer adoption and perceptions of the product. The assignment poses questions regarding adopter classification, economic factors affecting diffusion, and marketing strategies for Indomie.

Uploaded by

juliettekihara736
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
6 views

ASS Two (1)

The document is an assignment from KCA University focusing on marketing principles, specifically examining the Kenyan market's response to money transfer services versus life assurance services. It also includes a market survey on Indomie Kenya, analyzing consumer adoption and perceptions of the product. The assignment poses questions regarding adopter classification, economic factors affecting diffusion, and marketing strategies for Indomie.

Uploaded by

juliettekihara736
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 2

KCA UNIVERSITY

SCHOOL OF BUSINESS
PRINCIPLES OF MARKETING
ASSIGNMENT TWO

QUESTION ONE
It has been generally observed that the Kenyan Market was more responsive to the introduction of Money transfer
services-Mpesa, as compared to Life Assurance Services. By looking at the characteristics of this products , discuss
the possible reasons for this behaviour. [10 Marks]

QUESTION TWO

Indomie Kenya carried out a Market survey to assess the acceptance of Indomie by Kenyans. The
following is an extract of some of the responses received.

 Mr Moyh Said, “ I take Indomie for dinner every Tuesday, I guess I was among the first Kenyans
to try it”
 Mr Ruto, was surprised that there actually was such a product in the Kenyan Market.
 Mr Raila confirmed he has heard about indomie and thinks it’s a great innovation, but he is yet
to taste it
 Mr. Kenyatta he has taken indomie and it was great, though he cannot recall the last time he
used it.
 Mr. Mudavadi admitted to have begun using Indomie recently. He said he was initially reluctant
but when he saw many people use it he tried it and loved it.
 Ms. Wanga talked of her nasty experience with Indomie, she didn’t like its taste and would
never ever use it again
 Ms Waiguru stated that from the information she has gathered, she believes indomie is a
product for the poor and less fortunate and she does not belong to this class.
Required.

a) State whether each of the above is an Adopter or Non- adopter, then Place each in their
adopter/non-adopter category. [ 7 Marks]
b) Mention any two factors of the Economic environment, that could affect the diffusion of
Indomie. [ 2 Marks]
c) Mention any two Marketing Strategies, management at Indomie may employ to influence
consumer response. [ 1 Mark]

You might also like