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Executive Summary

In the past, Australians have perceived potatoes as boring, time-consuming to cook, and high in carbohydrates. This negative perception resulted in a decreasing consumption and an inferior image of potatoes. Among other national and regional boards, Western Potatoes is now trying to change customers’ negative perception. This report examined Western Potatoes marketing campaign for the years 2008 and 2009. It was the aim of the report to evaluate, whether the undertaken actions of Western Potatoes were appropriate with respect to the existing theories and concepts of perception. In addition the report proposed possible recommendations for ameliorations.
The first section reviewed the contemporary literature in order to build a base for the further analysis. This research revealed some valuable findings for marketers: Perception has a crucial impact on the image a consumer attributes to a brand or product. Customer’s perception can be influenced by personal,......

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Approximate Word Count: 5693
Approximate Pages: 23 (250 words per double-spaced page)

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