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Case Study: Kraft Heinz: A Former Taste Maker Now Struggles as Consumer Tastes Change (Appendix 1: Company Cases #5, pp. 551-553)
Please Note: The first part of question 2 is asking which of the four major characteristics that influence consumer buying behavior (cultural, social, personal, psychological) best describes Kraft/Heinz.
Each case study is attached to a chapter in your textbook. Kraft Heinz is attached to chapter five. You must support your answers to the questions with material from Chapter 5 of the Armstrong & Kotler, 2022 text and with details from the case study.
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