'A Report Into Consumer Behavioural Theory\r'

'Understanding consumer behaviour allows us to engage much(prenominal) effectively with our ass pabulumstuff and increase sales * It is vital we picture the require of our target market and their motivation for purchasing Benecol or alternative point of intersections. * Giving Value to a intersection point after we understand our consumers’ postulate and motivation for get tush increase positive interaction with our market. * When trade a crossing, it is advised that the advertisement attaches itself best to the needs and look upon of consumers with germane(predicate) and engaging information. Creating a mental struggle for nodes as well(p) as readiness it toilette be vital to increase market shargon and guest satisfaction.\r\n* Overcoming pre- buy alternatives to Benecol is a great dispute out-of-pocket to the super saturated market the rat finds itself in, although this is non impossible as promotion of the products wellness benefits lot lift i t. * Consumers can be knowledgeable to relate to Benecol both conscious(p)ly and unconsciously by means of various marketing and production techniques. Marketing strategies can be put in place which ar directly or indirectly colligate to the purchase or use of the product that net curt or long term boosts in sales or customer satisfaction such as sales promotions or school giveaways to fire wellness in children which improves brand reputation. * Taking advantage of all point of interaction between the product and the consumer can greatly increase the likelihood that a customer result become loyal to the brand and whitethornhap even uphold the increase of market shargon.\r\n universe Consumer behavioural theory gives marketing departments the opportunity to gain a more effective understanding of the customers they live or wish to attain. The theories attached to this subject emotional, cognitive and psychological reaction to marketing and brand management. The underment ioned is a answer for on consumer behaviour cerebrate to the Benecol brand with the intention to gain a smash organisational understanding of marketing theories and methods relevant to the specific brand.\r\n due(p) to the market segmentation of Benecol, the compensate largely aims to localise on consumer behaviour closely linked to health and food products, as well as applying more general consumer behavioural theory where relevant. As the relevant theories to consumer behaviour in the case of Benecol argon out stock certificated, recommendations bequeath be made in order to aid the company in customer acquisition, memory board and satisfaction. motive and Need Recognition\r\nIn assembling this report it was understood that umpteen theories of behavioural aspects of marketing atomic number 18 derived from an organisation’s awargonness and understand of its target markets’ needs and commits and those who utilise this to the highest degree effectively ar e often the most successful brands. For instance, Coca-Cola has no health benefits, at that placeof it is marketed as hedonistic product and the more its target market become increasingly health-conscious the more Coke bequeath play on its slogan ‘enjoy’, whilst alike increasing its market carry on in another(prenominal) ways, i. e. hrough the purchase of shares in drinks companies that promote health (Macalister & Teather, 2010).\r\nThe need or desire that is recognised by Benecol’s products is clearly the lessening of cholesterol, the motivation for this is increased health as well as Benecol’s ease of use. The motivation for buying a product that increases the health of the consumer is self-evident in many ways. Value Theory Many researchers rent suggested that consumers are ‘value driven’ and find that the use of severes and services of a product is balanced between what is devoted and what is received (Torben, 2005).\r\nIn short, this theory argues the following factors are counted when a future purchase is considered: From this, it could be argued that Benecol’s price and quality are subjective to the customer as the benefits from use of said product are only noticeable long-term and the economic bell of the range are noticeably, although not unreasonably, higher than alternatives. However, the value the product gives to the consumer from a marketing perspective impart be discussed in greater details by dint of other behavioural theories as the above graph is too rudimentary to give explicit aim to Benecol’s potential without more exploration.\r\nInformation bear upon whateverthing highly intrinsic to the product value of Benecol is the tension on being ‘the only range of foods to tame Plant Stanol Ester, a unique cholesterol laborious ingredient. ’ (Rasio Plc. , 2011). Getting this information to the public by means of advertisement happens through the brand w ebsite, but on telly the advertising is focused on basic prompts that will motivate the audience into believing in the benefits of victimization the product.\r\nOne example is the latest UK advert which places stock on the convenience of the product with a line in fairly small print well-nigh the plant stanol ester underneath the visual of how easy it can be to help lower cholesterol. The information of stanols is considered lowly in marketing the convenience product and then is only likely absorbed by those already interested in the product or the advertising. racket This theory is based on a consumer’s cognitive struggle where two beliefs that are good to be true are not consistent.\r\nThis work at of a cognitive clash brings about a motivation to come to a positive shoemakers last where a psychological compromise can emit to bring an end to the inconsistency, therefore ending the disagreement (Torben, 2005). By advertising the negative effects advert products can have on a consumer’s health, Benecol creates a struggle within the consumer’s learning ability that whilst they enjoy their regular food and dairy products, they are damaging to their health by creating large amounts of cholesterol.\r\nBenecol is past introduced as an alternative to health-damaging products that bridges the psychological inconsistencies in the consumer’s mind by sullenering a products that helps prevent cholesterol whilst not taking consumption away from eating. By offering advertisement built with clinically proven information, the customer is also bound in averting the dissonance caused by Benecol’s initial information about rival product. Benecol therefore markets by initiating dissonance and then promoting a source to end the consumer’s self-conflict.\r\nBalance Theory and example This motivational theory argues that ‘people desire cognitive consistency in their drive to achieve psychological balance in their thoughts, feelings and social relativeships’ (Dacko, 2008). In relation to marketing, consumer can be attracted or put off of a product due to a linked influencer even if it is not directly linked to the product, also known as modelling. For example, a woman could be attracted to an anti-wrinkle cream if she sees it endorsed by Dame Helen Mirren because she is a fan of the actress’ work and beauty.\r\nSimilarly, if an organisation were thinking of using Accenture, a deal could have been negatively affected due to the unrelated infidelities of Tiger Woods, had the latter not ceased to betray him when they did. The theory promoted by Benecol is the trifecta of a person fit convenience, taste and health. Ergo, Benecol is promoted as a product that does not impede on the consumer’s convenience from free-and-easy routine in preparing food, manages to taste as good as unhealthy products whilst being a product that promotes good health.\r\nAlthough it has done in t he past with hum Vorderman, Benecol currently does not market its product using celebrity endorsement, something that its rivals, Activia and Actimel do in the UK. Although these products are not exactly the same as Benecol, they produce many products in the same market advertising analogous benefits, such as yoghurts and mini-drinks that aid well-being. Pre-purchase Alternative evaluation This theory bases its motive on the focus that a customer makes a cognitive and emotional conclusiveness on the alternatives to the product in question to begin with a purchase is made.\r\nThrough judging the price, quality and branding of the products in question cognitively, a consumer will then make their decision based on the positive or negative effects that the previous factors will have on their life. As Benecol is marketed as an alternative to unhealthy dairy staples such as yoghurts and spreads, it is undeniable that the market that Benecol is placed in is highly competitive. Beneco l spread is nearly doubly as dear(predicate) as equivalent products including own brand chromatic spreads that cost under half the price for twice the weight of product (Ocado, 2011).\r\nThe following is a command from international brand analysts Datamonitor in a report for the UK dairy industry: ‘From the consumers point of view, dairy products may be used directly as food or beverages, or ingredients for other home-made foods. There are a wide range of foods and drinks that can be used in alike(p) ways to dairy products, so if dairy prices raise too high, it is easy for consumers to replace them with alternatives. This reduces the pricing freedom of retailers and market players.\r\nSome of the alternatives may have advantages for retailers, such as cheaper remembering or higher margins. The threat of substitutes is assessed here as strong, although dairy products are important parts of most peoples diet and are unlikely to be totally replaced’ (Datamonitor, 2008). From this we see that Benecol has the challenge to promote the positive effects it can have on a consumer’s life rather than any economic benefits it may possess, unless it was marketed in a way that suggested it could save customers funds in the long-term as a prevention of high spending due to ill-health.\r\nThis however is vie on consumer fear and would not be recommended as a means of increasing customer acquisition, retention or satisfaction. Classical Conditioning This theory refers to an argument that consumers can be programmed into acting without being conscious of their conditioning. Through classical conditioning it is argued that by bear on different emotional states in a consumer through the use of marketing, product placement, packaging or use, the consumer’s approach to the product becomes altered to act straight with a certain approach to a product that is involuntary (East, Wright, & Vanhuele, 2008).\r\nWith Benecol, it could be argued that consumers are condition into both positive and negative emotional reactions through our marketing. The deep mint green logo surround by a heart blended with soft, flip-flop blue backgrounds in our packaging and advertising is warming and few products in the same or similar markets share the same colour scheme so not only are we unique in our packaging so when customers do see similar colours, they are quickly linked back to Benecol which back up them to buy more.\r\nAs mentioned in relation to other theories of consumer behaviour, fear plays a large part in motivating one to purchase an item which promotes health. Although as a company it would not be ethical to play on fear to boost sales, there is no denying the very real possibility that consumers are motivated to purchase goods when they are conditioned to understand that not doing so could lead them to health problems ware the line.\r\n'