Question 1:
CONSUMER BEHAVIOUR
MARKETING
EXPOSURE Voluntary Exposure - Active
in searching for information
via posts, webinars
ATTENTION Be motivated, to some
extent, to learn via lesson
plans (chapter preparation),
assignments
Isolation: More attention
when studying only 2
subjects
Situational factors: feel
engaged
INTERPRETATION Information observed from
the unit helps to understand
the brand’s strategy,
consumption behaviors
View CB as curious,
applicable for marketing
MEMORY Short-term but able to recall
important terms
FINANCE
Selective Exposure - Zipping
through textbook and slides,
“Muting” extra sessions
See the in-class discussions
or being given extra
information (psychology
factors) as an interest
Isolation: Less attention when
studying 3 (hard) subjects
Situational factors: feel
engaged
Information observed from
the unit affected the
consumption behaviors
View CB as curious,
applicable, somewhat
interesting
Information observed can be
used for individual
CORPORATE FINANCE
MARKETING FINANCE

EXPOSURE Selective Exposure - Zipping Voluntary Exposure - Active

through textbook and slides, in searching for information
via posts, webinars

ATTENTION Pay less attention when Be motivated, pay more

studying hard topics,
Situational factors: don’t feel
engaged, only be involved in
quizzes, mandatory
homeworks
attention to the lecture
Situation factors: fully
engaged.

INTERPRETATION Difficult to interpret a few Information observed from

lessons, view CF as curious, the unit helps in investment
somewhat interesting decision, view CF as
somewhat interesting.

MEMORY Short term memory Information observed can be

used for individual

Question 2:

Cocoon - Original Vietnam Cosmetic.

Main products: Hair + Face + Body skin (Environmental Friendliness)
Target group: University students (Generation Z - about 18 to 25 years old) . They have medium
income and have control of their decisions, purchased for their own purposes, such as :
treatment of acne, hair smoothing

Point purchase là:

Resources:
https://cocoonvietnam.com/
Color: Brown - Green -

Retail strategy:
1. Retail type
- Speciality retail store
- Combine with skin check and spa service using Cocoon products , Hair salon (cross-
promotion)
-
2. Shelf design

- Put the sample next to the products

- Convenience , small items should put close to the counter
- Promotion or best seller products should be displayed in the most visible place
- Specify the price on the shelf
- Color: white, brown
- Light: bright, warm, fresh because cocoon products are organic products
- Fragrant: sandalwood
- Putting the same category products in specific areas.
- In order that consumers go through the frequently purchased items and motivate them to
buy.
3. Shelf position

,
3 shelves
Shelves are just in the eye and the touch level.
 4. Point-of-purchase displays:

The use of lightboxes + Sand to create the “fresh” “organic”

Displays on the counter

-
Booth displays register area
Having counselors to consult customers about skincare or products
COOKIES
Male Female

Impressed? Oreo cookies ( chocolate and vanilla ) Coffee flavor cookies

Which Oreo, Goute, Danisa, AFC Oreo, Coffee Joy, Goute

brand?

Why do you Advertisement on TV Gift from friends/ Tet gifts

know that From family See advertisement on TV
brand?

Does any Oreo - How to eat Oreo

commercial Appendix 1
campaign
that strongly
impressed
you?

PERFUME
 Male
Impressed? Well-known brand
Sandalwood aroma
Last-long fragrance
Price (2.000.000-
3.000.000/100ml)
Which brand? Chanel, Dior, Jillian, Tom
Ford
Why do you know that brand? Promotions from KOLs,
review groups
Visiting malls
Does any commercial Online marketing
campaign that strongly Test samples
impressed you? There are clothing retailers
that use fragrance for their
products. Then this person
would be impressed and
would like to know more
about the fragrance used.
Appendix 3:
Female
Last-long fragrance
From: French
Average priced products
(500.000 - 1.000.000/ 50 -
100ml)
Try different brands
Preference: Chanel, Miss
Dior, Lancome,
Being given as presents
Rarely: Searching foreign on
online platforms (Amazon/ …)
→ My friends help me to buy it
and ship it from other countries
Usually: Visiting malls
(Diamond, Vincom) to buy
perfume - smell the perfume
and choose.
This person is attracted by
the aroma/ ambient scent.
Marketing
Trying the smell that
salespeople give. (Strips)
Strips from clothes stores.
Season collection
Unusual shapes :>