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Read page 158 in your textbook, Company Case: Kraft Heinz – Once a Taste Maker Now Struggles as Consumer Tastes Changes and answer the following questions:
Of the factors that influence consumer behavior, which category or categories (cultural, social, personal, or psychological) best explain Kraft Heinz’s current situation?
Choose the specific consumer behavior factor (for example, culture, family, occupation, attitudes) that most accounts for Kraft Heinz’s current situation.
With respect for buying groceries, discuss the buyer decision process and how it has changed in recent years.
Make recommendations for Kraft Heinz that you think will turn its situation around.
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