CONFIDENTIAL* JULY. ¥ 2012 MALAT MAJLIS PEPERIKSAAN MALAYSIA (MALAYSIAN EXAMINATIONS COUNCIL) Instructions to candidates: DO NOT OPEN THIS QUESTION PAPER UNTIL YOU ARE TOLD TO DO SO. There are forty-five questions in this test. For each question, choose the most appropriate answer. Indicate your answer on the separate answer sheet given Read the instructions on the answer sheet carefully. Attempt all questions. | http://geguligelis7.blogspot.cow/ ‘This question paper consists of 17 printed pages and 3 blank pages. saan Malaysia 2012 MUET 800/35 [Turn over “This question paper is CONFIDENTIAL until the test is over. CONFIDENTIAL*CONFIDENTIAL* p} Questions 1 to 7 are based on the following passage. 1 Petaling Jaya: Malaysians remain brand loyal and do not intend to switch to cheaper alternatives despite the present economic conditions 2 According to a survey by market research company Synovate, more than three- ‘quarters of Malaysians indicated that they would continue to buy the same brand of consumer products especially fast-moving consumer goods (FMCG) like dairy, bread and rice, soft drinks, canned products, healthcare and cosmetic items. 5) “Brand loyalty continues to thrive, something which advertisers, marketers and brand managers should be pleased to know.” said Synovate Malaysia managing director, Steve Murphy in a statement. 4 Brand switching is more prominent for tobacco products. About 7% of 10 Malaysian smokers planned to change to cheaper brands and close to a quarter had already made the switch. 5 “Tobacco products are seen as premium segments and highly taxed. This may be the reason fora high potential of switching and greater thought on cost of various brands in this category,” Murphy said. 15 6 Brand loyalty in Malaysia is also higher than in the United States of America (USA) and Britain, “This is partly due to the Malaysian personality of being relatively loyal, while markets like USA and Britain have greater diversity of brands and products within most categories, as well as higher level of marketing and advertising, which can induce higher switching between brands,” Murphy said. 20 7 The survey also showed significant movement between brands in different countries in most of the FMCG categories, indicating opportunities for mote “generic” or cheaper brands in those places and a brand loyalty challenge for the expensive brands 8 Nonetheless, Malaysians are spending less on various FMCG products with 25 reduction of 30% for dairy products, 48% for soft drinks, 43% for canned products and 28% for cosmetic and beauty goods. Expenditure for staple food items, on the other hand, has stayed consistent. 9 “While @ majority of Malaysians remain brand loyal, it’s important to note that they are in fact spending less on some products. Companies need to step up on 30 advertising and marketing instead of cutting such budget to “remain visible” and Position themselves in the minds of consumers,” Steve said. 10 If the economic conditions were to deteriorate further, consumer sentiment to switch brands would intensify and maintaining brand loyalty would be even more difficult, he added. Synovate in November interviewed over 1000 Malaysians from 3S the ages of 15 to 64 across all income levels, as part of its global “State of the Economy” survey. http://geguligelis7.blogspot.cow/ 800/310 *This question paper is CONFIDENTIAL until the test is over. CONFIDENTIAL*CONFIDENTIAL* 3 Brand Loyalty for Consumer Products Dairy products Canned products 80 0 40 204 f ° Brazil Britain Malaysia Talwan USA Brazil Britain Malaysia Taiwan USA Cosmetics 80 FSS] 0 20 of Brazil Britain Malaysia Taiwan USA (Adapted from The Star, January 14, 2009) 1 Paragraph 1 answers the question: Why do Malaysians remain brand loyal?” A Te B False € Not stated 2° In the USA, a greater variety of products and more aggressive marketing have resulted in higher switching among brands. A Tne B False C Not stated 3° In Malaysia, if advertisers want to maintain brand loyalty, they should highlight that their products are cheaper than their competitors. http://geguligelis7.blogspot.cowm/ *This question paper is CONFIDENTIAL until the test is over. CONFIDENTIAL*