A Report Into Consumer Behavioural Theory

Understanding consumer behaviour allows us to engage more efficaciously with our target marketplace and plus gross sales * It is vital we understand the need of our target market and their motive for purchasing Benecol or alternative outputs. * Giving Value to a crossroad later on we understand our consumers needs and motivation for purchase can make up verificatory interaction with our market. * When market a produce, it is advised that the advertisement attaches itself best to the needs and value of consumers with pertinent and engaging information. Creating a psychological struggle for nodes as well as curing it can be vital to increase market sh atomic number 18 and customer satisfaction.* Overcoming pre-purchase alternatives to Benecol is a great challenge ascribable to the super saturated market the tarnish name finds itself in, although this is non impossible as promotion of the growths health benefits can lift it. * Consumers can be lettered to relate t o Benecol both sensiblely and unconsciously through various marketing and convergenceion techniques. Marketing strategies can be put in fructify which argon directly or indirectly linked to the purchase or use of the product that top short or long destination pull aheads in sales or customer satisfaction such as sales promotions or school giveaways to promote health in children which improves snitch reputation. * Taking advantage of every point of interaction between the product and the consumer can greatly increase the likelihood that a customer provide pop off loyal to the s curio and perhaps even avail the increase of market sh ar.Introduction Consumer behavioral theory gives marketing departments the opportunity to gain a more effective understanding of the customers they have or heed to attain. The theories attached to this subject ruttish, cognitive and psychological reaction to marketing and brand management. The undermentioned is a study on consumer behaviour related to the Benecol brand with the intention to gain a better organisational understanding of marketing theories and methods relevant to the specific brand.Due to the market segmentation of Benecol, the comprehend bounteously aims to focussing 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 are outlined, recommendations impart be made in order to aid the follow in customer acquisition, retention and satisfaction. Motivation and Need RecognitionIn assembling this report it was understood that many a(prenominal) theories of behavioural aspects of marketing are derived from an organisations awareness and understand of its target markets needs and relys and those who utilise this most effectively are often the most successful brands. For instance, Coca-Cola has no health benefits, hence it is marketed as hedonist ic product and the more its target market become increasingly health-conscious the more Coke will play on its guideword enjoy, whilst also increasing its market share in opposite ways, i. e. hrough the purchase of shares in drinks companies that promote health (Macalister & Teather, 2010).The need or desire that is recognised by Benecols products is clearly the reduction of cholesterol, the motivation for this is increase health as well as Benecols 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 have suggested that consumers are value impelled and find that the enjoyment of a product is balanced between what is effrontery and what is received (Torben, 2005).In short, this theory argues the following factors are counted when a upcoming purchase is considered From this, it could be argued that Benecols price and quality are individualal to the customer as the benefits from use of said product are yet noniceable long and the economic approach of the range are noniceably, although not unreasonably, higher(prenominal) than alternatives. However, the value the product gives to the consumer from a marketing perspective will be discussed in greater details through other behavioural theories as the above chart is too rudimentary to give unequivocal argument to Benecols potential without more exploration.Information Processing something highly intrinsic to the product value of Benecol is the emphasis on being the tho range of foods to contain Plant Stanol Ester, a droll cholesterol lowering ingredient. (Rasio Plc. , 2011). Getting this information to the public through advertising happens through the brand website, but on television the advertising is foc utilize on sanctioned prompts that will motivate the audience into believing in the benefits of using the product. whizz example is the latest UK advert which places stress on the convenience of the product with a line in fairly small print rough the plant stanol ester underneath the visual of how easy it can be to sponsor lower cholesterol. The information of stanols is considered secondary in marketing the convenience product and therefore is only likely absorbed by those already implicated in the product or the advertising. Dissonance This theory is based on a consumers cognitive struggle where two beliefs that are good to be true are not consistent.This process of a cognitive clash licks about a motivation to come to a prescribed conclusion where a psychological compromise can occur to bring an end to the inconsistency, therefore ending the dissonance (Torben, 2005). By advertising the disallow effects rivalry products can have on a consumers health, Benecol creates a struggle within the consumers mind that whilst they enjoy their fastness food and dairy products, they are damaging to their health by creating large amounts of cholesterol.Benecol is hence introduc ed as an alternative to health-damaging products that bridges the psychological inconsistencies in the consumers mind by offering a products that helps prevent cholesterol whilst not taking enjoyment away from eating. By offering advertisement reinforced with clinically proven information, the customer is also limited in forestall the dissonance ca utilise by Benecols initial information about rival product. Benecol therefore markets by initiating dissonance and then promoting a solution to end the consumers self-conflict.Balance Theory and Modelling This motivational theory argues that plurality desire cognitive consistency in their drive to achieve psychological balance in their thoughts, feelings and social relationships (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 cognise as modelling. For example, a woman could be attracted to an anti-wrinkle cream if she finds it endorsed by fowl Helen Mirren because she is a fan of the actress work and beauty.Similarly, if an organisation were thinking of using Accenture, a deal could have been contradictly affected due to the unrelated infidelities of tiger Woods, had the latter not ceased to sponsor him when they did. The theory promoted by Benecol is the trifecta of a person balancing convenience, judge and health. Ergo, Benecol is promoted as a product that does not block on the consumers convenience from daily routine in preparing food, manages to taste as good as unhealthy products whilst being a product that promotes good health.Although it has done in the past with Carol 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 identical as Benecol, they produce many products in the same market advertising similar benefits, such as yoghurts and mi ni-drinks that aid well-being. Pre-purchase Alternative Evaluation This theory bases its argument on the focus that a customer makes a cognitive and emotional decision on the alternatives to the product in question before a purchase is made.Through judgment 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. Benecol spread is nearly twice as expensive as similar products including own brand olive spreads that cost under half the price for twice the weight of product (Ocado, 2011).The following is a statement from international brand analysts Datamonitor in a report for the UK dairy industry From the consumers point of view, dairy products whitethorn be used directly as food or beverages, or ingredients for other home-made foods. in that respect are a wide range of foods and drinks that can be used in similar ways to dairy products, so if dairy prices swot up too high, it is easy for consumers to replace them with alternatives. This reduces the pricing freedom of retailers and market players.Some of the alternatives may have advantages for retailers, such as cheaper storage or higher margins. The threat of substitutes is assessed here as strong, although dairy products are important split of most peoples diet and are unlikely to be completely replaced (Datamonitor, 2008). From this we see that Benecol has the challenge to promote the positive effects it can have on a consumers life rather than any economic benefits it may possess, unless it was marketed in a way that suggested it could save customers money in the long-term as a prevention of high spending due to ill-health.This except is playing on consumer fear and would not b e recommended as a means of increasing customer acquisition, retention or satisfaction. Classical teach 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 stimulating different emotional states in a consumer through the use of marketing, product placement, packaging or use, the consumers approach to the product becomes altered to act immediately with a certain approach to a product that is involuntary (East, Wright, & Vanhuele, 2008).With Benecol, it could be argued that consumers are conditioned into both positive and negative emotional reactions through our marketing. The robust mint green logo surrounded by a feel blended with soft, sky 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 colo urs, they are quickly linked back to Benecol which aids them to buy more.As 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 propel to purchase goods when they are conditioned to understand that not doing so could check them to health problems down the line.