In fa
ct, a June 2007 Harris poll survey on food-recalls concluded that 86% of the respondents agreed that food recalls caused them ‘some’ concern, while 29% indicated that they caused ‘serious’ concern. Over 55% respondents said that if the brand they usually buy has a safety or recall issue, they would switch (at least temporarily) to another brand. Of course, the absence of any powerful state or non-governmental consumer right champion like the Consumer Product Safety Commission in the US, only intensifies the ‘destiny’ predicament of consumers in India. Further, even in psychologicalmake-up, the Indian consumer is easily more forgiving than the global one. He is too emotional and gets swayed by an Amitabh Bachchan singing paeans about a particular brand’s worthiness. Cadbury’s master stroke at roping in the Big B for its brand’s catharsis in the face of the damning worm controversy in 2003; as well as Coca Cola’s Aamir Khan act at the height of the pesticide scandal, were actually respective master strokes from the affected companies.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
ct, a June 2007 Harris poll survey on food-recalls concluded that 86% of the respondents agreed that food recalls caused them ‘some’ concern, while 29% indicated that they caused ‘serious’ concern. Over 55% respondents said that if the brand they usually buy has a safety or recall issue, they would switch (at least temporarily) to another brand. Of course, the absence of any powerful state or non-governmental consumer right champion like the Consumer Product Safety Commission in the US, only intensifies the ‘destiny’ predicament of consumers in India. Further, even in psychologicalmake-up, the Indian consumer is easily more forgiving than the global one. He is too emotional and gets swayed by an Amitabh Bachchan singing paeans about a particular brand’s worthiness. Cadbury’s master stroke at roping in the Big B for its brand’s catharsis in the face of the damning worm controversy in 2003; as well as Coca Cola’s Aamir Khan act at the height of the pesticide scandal, were actually respective master strokes from the affected companies.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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