1. The decision making process for canned tuna is as follows:
(i) Problem Recognition – Consumers of canned tuna are motivated primarily by the need to satisfy their physiological need of hunger which is the most basic level of needs under Maslow’s hierarchy of needs. Problem recognition can also stem from stock-outs where consumers run out of canned tuna supplies. In addition, motivation of purchase can be marketer-induced to incite new needs/wants by introducing consumers new uses of canned tuna through the introduction of new recipes
(ii) Information Search – The purchase of canned tuna is a routine, repetitive and habitual behaviour, as such consumers largely rely information search internally based on their previous purchases of various brands of canned tuna. Nevertheless some consumers may rely on external search. For example, health conscious consumers will extend their search externally by searching for product information such as nutritional facts of the various brands of tuna. Consumers who are price sensitive will search for price information and sales promotions in the form of discount coupons in newspapers
(iii) Alternative Evaluation – Consumers will have in mind an evoke set of brands that they intend to purchase after engaging the above information search. Certain brands of canned tuna will also form part of the consideration set if there is substantial reminder advertising. Due to a perceived lack of product differentiation in general, the most common form of evaluation criteria are price and promotion where brands may be evaluated favorably on the basis of the best promotion and/or lowest price. Consumers who are brand conscious or loyal will also based brands as their evaluation criteria.
(iv) Purchase Decision – As canned tuna is a low involvement product, consumers often simplify the purchase decision process and make use of either price-based or promotions-based heuristics. Nonetheless, consumers who are highly brand loyal will based their evaluation on brands regardless of price or promotion. It must be noted that for canned tuna, a low involvement product, the time between purchase intention and actual purchase is very short, as such some consumers may based their purchase decision on brand familiarity or loyalty. Marketers can also affect purchase decision at the point of sales as a last touch poin...
... middle of paper ...
...ed by COSI are (i) sales promotions (which induce the purchase intention of consumers due to promotions-based heuristics), (ii) advertising (serves as reminder advertising, creates awareness), (iii) jingle (enables COSI to become part of the evoked set of brands due to its catchiness), (iv) mermaid icon (which when printed on the packaging serves as the last touch point and evokes brand loyalty), (v) PR and publicity events such as the sponsorship of the synchronized swimming team in the summer Olympics and the Jessica Simpson Faux Pas (creates brand awareness), (vi) direct marketing such as the mermaid club (satisfying consumers’ sociological needs by creating a sense of belonging and a community for COSI consumers), (vii) interactive/internet marketing (online recipe generator helps to create new needs and wants in the form of new uses for tuna such as to encourage consumers to consume more of the company’s products), (viii) selling of merchandise on the mermaid store (which serves as a walking form of advertisements and further enhances the brand image), (ix) their simple claim that their tuna taste like chicken (which gives the impression that the tuna is superior in taste).
These data affect the consumer decision-making process through alternative evaluation, the consumer compares the different choices to best meet their individuals need. The consumer decides the criteria for judging the alternative products or services by evaluative criteria. Consumers use tangible and intangible criteria, and when evaluating alternatives, determine qualities that are important and evaluate the alternatives.
In the world of party chips and zesty dips, the Sensational Salsa company has created a new brand of salsa flavor. Having believe that they have created a culinary masterpiece, the company has already produced a mountains worth of their new salsa flavor. However, when they begin selling the salsa, they were shocked when the statistic showed that many children and adults did not enjoy the taste of their new flavor. Devastated by the news, the Sensational Salsa company deployed a questionable tactic to persuade more people into buying their salsa and change their attitude towards their product: they plan to pay off parents to lie on Facebook about how much they enjoyed the salsa. By employing this method of persuasive communication, the Sensational Salsa company will try to change the attitude the public has of their product both cognitively and affectively.
When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
In order to assess the traits of a potential target market and the various trends and influences of the biscuit industry an interview with a member of one of the potential target markets will be analysed to identify the problems found within the market, motivations behind biscuit buying and the general wants and needs of this target market. This report focuses on primary research in the form of an interview that aims at discovering the specific issues and decisions made by individuals at each step of the consumer decision making process. The interview focuses on current trends within ...
In “The Indictments Against Advertising” by Courtland L. Bovee and William F. Arens, both authors of business and contemporary advertising textbooks, briefly discuss advertising’s effect on the consumer and shows the implications of businesses, in this case the fast-food industry, persuading people to “want what they don’t need” (Bovee 358). The advertising technique of persuasion leads to false impressions of a product, much like the advertisement claims of selling healthy fast food. With fast food ...
Secondly, fast food offers greater perceived monetary value in comparison with slow food products. Fast food, prepared with inexpensive chemical enhancers, gives marketers the advantage of low production costs, and consumers the illusion of monetary value. Additives including artificial colours, flavours, and sweeteners enhance the taste and presentation of food giving the illusion of freshness mimicking flavours, and tastes of fresh products. Furthermore, Preservatives such as Benzoate (BHT, BHA, and TBHQ), Sodium Nitrite, and Nitrate used to preserve colour and flavours, and hydrogenated and Partially Hydrogenated shortening creates an appealing cost effec...
Sobal, Ph.D., M.P.H, J., & Bisogni, Ph. D, C. A. (2009, September 29). Constructing food choice decisions. - PubMed - NCBI. Retrieved from
This is the first and most basic step in the purchase decision process. Marketers can effectively initiate consumers’ awareness of a need with the right advertising campaign. For instance, the concession advertising prior to the start of a feature movie is geared toward making movie goers aware that they” need” a drink and a snack. Information search is the process where consumers gather information on a pro... ... middle of paper ... ...
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
With further consumer behavior studies, McDonald’s marketers can understand the factors that control the customer 's sensitivity to changes in price. McDonald’s cost of food is the most important element of their business. If the price of the restaurants meals were to increase then the price sensitive customers would no longer gravitate to purchase McDonalds’ products. The restaurants inexpensive prices allow the company to beat out the competition. In the year 2013, a Big Mac would cost $3.60, whereas, a Baconator from Wendy’s would be $6.29 (Fast Food Menu Prices 2013). With the small price, there is a concern about how much quality and care goes into preparing McDonald’s food when compared to other restaurants; however, McDonalds’ remains beloved by the fast food
A brand audit is a detailed assessment of a brand’s current ranking in the market compared to other competitors. It provides information on how the business is performing in the market. A brand audit also aims at examining the image and reputation of the brand as perceived by customers. The two key elements of brand audit are brand inventory and brand exploratory. Brand inventory provides up to date itinerary of how a company markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory of Cadbury in terms of the customer-based brand equity (CBBE) model.
Several facts are changing in today’s marketing communications. More companies adopt the new concept of integrated marketing communications (IMC) to convey a consistent message about their brand and products. Hence, IMC has played a powerful role and developed into a useful strategy for company to reach more customers and build good customer relationships. According to Herstein et al. (2008), IMC is one of a successful strategy that coordinates and integrates all of marketing communication tools to efficiently and economically influence between an organization and its existing and potential customers. Moreover, marketers can combine IMC tools (advertising, sale promotion, personal selling, direct marketing and public relations) rather than separate practices to create values and avoid potential conflicts (Duncan & Everett, 1993). In fast food industry, fast food chains integrate advertising, sale promotion, sponsorship, packaging and Internet to promote their products as well as build brand image (Sperber, 2003; Story & French, 2004; Morrison, 2010). Advertising is most used form of communication and the most frequently utilized medium due to it easily contact the target market, especially on television advertising (Story & French, 2004; Case, 2007). In addition, simple toys and products are typically used by fast food chains in children’s meal to attract children and adolescents.
Advertisements are mainly focused on certain groups of people. These groups of people range from kids to adults and health freaks to junkie freaks. But the most important part of advertising is to draw attention from the consumers to buy their product. The food industry has made many attempts to advertise as many different ways so they can possibly get the consumers to buy their products. Through commercials on televisions and radios, advertising in the newspapers and magazines, advertising has made it possible for most people to go in the restaurant or store and to buy their products. Advertisement contains a lot of false promise. Advertisement may contain a lot of satisfaction, happiness and exaggeration. But people tend to become subcontious with that advertisement. The viewers would often feel like he or she wants to be associated with the advertisement. To make the consumers feel they are associated with the advertise, advertisement often contains a lot of satisfaction and exaggeration.
Overall impact of brand on consumer behavior is moderate Brand name, brand loyalty, after purchase service, verification of the product; symbolic mean...