Wednesday, April 17, 2019

Consumer Behaviour Case Study on Hellman's Essay

Consumer Behaviour fictitious character Study on Hellmans - Essay ExampleIn the highly competitive environment of global business, it becomes hugely important for businesses to study the various factors that influence consumer buying decisions. Kotler and Armstrong (2009) state that merchandising broadly meets the needs and requirements of the people. The marketing therefore, provides the necessary linkages to facilitate the aw areness, needs and access to the products by the consumers. In the current times, the globalization and technology get hold of contri simplyed to a paradigm shift in the consumer behaviour. The consumer has not only become more informed but is also provided with plethora of choices. Thus, consumer psychology has emerged as one of the most pertinent issues within strategic marketing that impacts purchase behaviour and influences business outcome (Foxall et al., 2005).The paper would be discussing the marketing stimuli used by Hellmanns to influence consumer s cognitive, affective and behavioural responses.The paper would also highlight Hellmanns market scheme to influence consumers purchase psychology. Hellmanns has made a niche market position in the field of honor of solid food and food ancillary products. Mayonnaise with huge range is its key product along with salad dressing, kand so forthup, salad unction etc. The last hundred years have seen Hellmanns evolve as iconic check off with food ingredients that constantly redefine cooking.Indeed, the marketing strategies of Hellmanns rely fundamentally on the belief that food can be creatively cooked to tempt the palate of the connoisseurs. It use of various consumer psychology marketing stimuli, manage bold design, jingles and short, crisp messages, become highly effective elements to connect with its consumers. The theoretical underpinning of marketing tools helps explain the achievement of its advertisements which are designed to address the needs and requirements of food lover s and housewives. 2. Marketing potpourri and consumer response Marketing mix strategy uses different platforms of communication and media to influence clients perception and subsequently their buying decisions. Internet, television, radio, print media, hoarding etc. are major marketing tools that are exploited to gain market leverage. The 4Ps product, price, place and promotion are important parts of market mix which determine the level of commitment of the customers and influence their behaviour. Indeed, customers purchase decision is motivated by multiple factors and delivers satisfaction from myriad front to earn customers long term loyalty. The inter-dependency of resources within the defined system is critical imperative which has huge potential to create not only a sustainable market but also one which is reciprocally satisfying. Thus, factors that impact consumer behaviour have increasingly become vital inputs for marketers to identify, address and exploit in auberge to ga in competitive advantage in the industry (Solomon et al., 2006). Most importantly, success of the product relies heavily on the impact that it makes

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