7) Consumer Perception and Behaviour about the Brand Consumer behavior is the study of how individuals, groups, and collective entities choose, purchase, utilize, and discard ideas, goods, or services to satisfy needs and wants. An understanding of the target audience’s influences, psychological process, and the stages of a consumer’s purchase decision process are critical to achieving organizational sales and marketing objectives translating to success. (Zoeller 's, 2016) A consumer’s buying behavior is influenced by cultural, social, personal and psychological factors. Cultural factors have the broadest and deepest influence for consumers when making a purchase. Cultural Factors Each culture consists of smaller subcultures with distinct …show more content…
Product is the essential part of the market without which there is no existence of market. Product should be produce according to the wants, needs and desire of the customers to increase the product effectiveness of the business. Organic food demand is increasing nowadays which increase the productivity of the products and profitability of the business. The main part of organic food is packaging material, which represents the material protects and preserves organic food on its way from producer to the consumer. Packaging material is not only a means of organic food preservation but by its aesthetic and marketing impacts it also contributes to improve the production, distribution and transport (Rehber & Turhan, …show more content…
Mostly in Australia Woolworth is considered as the one of the organic food distributer. There are various systems and channels to distribute the organic food as the producer has the multi-layered connection with other business functions on farms, primarily with sale and production. The success of distribution depends on phases through which organic food passes on its way from a producer to a consumer, as well as on the number of mediators in each of the individual phases (Rehber & Turhan,
The establishment of an own line of organic products such as organic meat products in the building of a trustworthy brand admired by customers is very essential for the company to enhance its value and to control the price of their products at slightly higher rates than other products within the store. Consequently, it will boost to higher
In the society where people are getting more concerned about one's health, organic food has become a widely spread and followed by many people tendency. Organic food is believed to have better impact on person's well-being and not to cause harm to people and the surrounding world due to its ecological nature. The debate that has been recently developed around this topic cannot be solved easily since both supporters and their counterparts provide reasonable arguments supporting their positions. However, to get into the problem and find the answer to a question that concerns many people, it is necessary to identify organic food at first.
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
Of all the analyzed factors, the problem in the industry is availability of cheap and plenty non-organic foods. While organic foods emphasize on health, it does not provide alternative of cheap foods. Majority of the population, perhaps due to the information they have at hand, consumers prefer buying depending on economies of scale rather than observing their health. For example, a large family will prefer large amount of food, which are cheaper as compared to the same amount of organic food but at double or triple price. Therefore, even competitors of WFM face the same problem of alternative non organic food in the market that come cheap and
Organic foods have become more and more popular over the years, and consumers may or may not be knowledgeable when shopping for organic and/or conventional foods. This report will help define the difference between organic and conventional foods and farming, including the health benefits and risks. The demand for organic foods will also be discussed briefly. The purpose of this research is to describe and identify the advantages and issues that are involved with organic and inorganic foods.
These findings suggest some important implications for the organic producer and sellers to improve their sales on organic products. Moreover, helps to boost up the consumption of organic food because of the health benefit. The producers and the sellers have to recognize what are the customer's desires; what is their motivation to purchase organic food; these will have the impact on the customers’ purchase behavior on whether they want to have a healthier life.
With the world’s population continuing to increase, the demand for food is higher than ever. This increase in food demand also calls for more efficient ways of growing and providing the food. Two methods that are very controversial are the organic and conventional method. While many people support the organic method because of its known benefits, others feel that it is an over inflated industry that cheats consumers out of their money. But recently many studies have disproved those critics. These studies prove that Organic food is a better choice than conventional because it is better for the environment, avoids the use of chemicals, and is generally more beneficial.
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
As culture may impact people's behaviours generation by generation, in other words, the consumer's need of business in some level depends on cultural influence. Cultural influence lies in a variety of forms, from laws, regulations, religions to personal interests.
In an article called Cultural Factor Highly Influences On Consumers & Their Buying Behavior – In Indian Context, the basic characteristics of culture are described:
Customer behavior can be defined as the process used by organizations, individuals and groups, to select, buy or use particular products or services to satisfy their needs and the impact it has on the society (Wikipedia, consumer behavior). Every product in the market is given a different value by an individual user based on the need it satisfies and also the level of the want. For example a person may put choosing a car as just for a means of transport from point A to point B but for another individual a car is not only used as a mode of transport but also as a means of his lifestyle. Many marketers use these difference of needs in consumers to create different marketing campaigns to attract consumers that use their products.
Organic food is food that is grown without any pesticide or fertilizers. In recent years, sales for organic foods are increasing every year. A lot of people go to supermarkets in order to buy some organic foods, because they think that organic foods are healthier than conventional foods. People purchase organic foods for different reasons such as personal health, the quality of organic foods, and taste, but the most important reason is personal health. The topic that whether organic foods have more benefits or not is very controversial for a long time. Maybe some people believe that organic foods are beneficial to human health, but some other people disagree with the viewpoint, so buying organic foods depend on people’s choices. People believe organic foods are healthier because they generally think organic foods have less pesticide and fertilizer residue, more nutritional values, and are beneficial to environment.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach