A Case Study of Milk PDF

CONSUMER BEHAVIOR RESEARCH ON FAST MOVING GOODS. CASE STUDY OF
MILK
TABLE OF CONTENTS
1.0 PURPOSE OF THE STUDY........................................................................................2
1.1 REVIEW OF LITERATURE.........................................................................................2
1.1.1 Consumer Attitude..............................................................................................2
1.1.2 Consumer’s Perceptions....................................................................................3
1.1.3 Consumer’s Motivation......................................................................................3
1.1.4 Group and individual differences......................................................................4
1.1.5 Culture and Consumer Behaviors.....................................................................4
2.0 DEVELOPMENT OF SURVEY INSTRUMENTS........................................................5
3.0 ADMINISTRATION PROCESSES..............................................................................5
4.0 DATA ANALYSIS........................................................................................................6
5.0 KEY FINDINGS...........................................................................................................6
5.1 Consumer Behavior and Culture..........................................................................6
5.2 Group and Individual differences.........................................................................7
5.3 Consumer Attitude, Perception and Consumer Behavior.................................7
5.4 Family and Life Style.............................................................................................7
5.6 Motivation and Consumer Behavior....................................................................8
5.7 Other factors..............................................................................................................8
6.0 Conclusion.................................................................................................................8
REFERENCES..................................................................................................................9
APPENDICES.................................................................................................................10

1.0 PURPOSE OF THE STUDY
Consumer behavior entails the study of how consumers apply their external stimuli
senses in making decisions on the goods and services they wish to purchase.
Consumer behavior is becoming relevant in today’s marketing due to numerous
products and services which proves as a dilemma for the consumers. The psychology
that builds up the consumers thoughts, feelings and reasoning translate to buying
decisions about goods and services they wish to consume.
Today’s marketing pegs on the study of the consumers buying behavior due to
increasing factors influencing their decision making. In today’s marketing, businesses
selling products and services to the customers ought to understand their customers’
culture, social groups, family and lifestyles, consumer attitudes and motivational factors.
When a business understands this issue, they must develop a market plan in order to
meet the needs and wants of their customers (Philip T. Kotler, 2014).
The purpose of this research is to determine the effects of consumer behavior in the
purchasing patterns of fast moving goods a case study of milk. The research sought to
determine the major consumer buying behavior in relation to perception, attitudes,
Group and individual differences, Family, and lifestyle, culture and motivation.
1.1 REVIEW OF LITERATURE
1.1.1 Consumer Attitude
Consumer attitude determines their choice of a product to consume. The attitude is
formed either through learning, direct or indirect experience on the product by
consuming the product or indirectly through receiving information from the external
source. Attitudes refer to what an individual feel about something. Attitudes are exposed
on how an individual reacts to products and services offered for sale based on their
beliefs and values. Attitudes are hard to overcome once an individual form towards a
product or service (Frank Kardes, 2015). However, according to Sally Dibb (2013)
increased advertising and promotional activities can change an attitude once formed.
The consumer's attitudes towards advertisements, websites activities, brands, products,
stores, company and so forth are often obtained through learning and emotional
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reactions and tend to persist over time. Marketers can try to influence emotions by
instilling positive emotions to the consumers as a way of affecting their attitudes. The
strength of the attitude moderates the influence of attitudes on thoughts and behavior to
the extent that a consumer evaluates a product positively.
1.1.2 Consumer’s Perceptions
Perception is the response that individuals develop to an external stimulus using their
five ordinary senses. Consumers usually determine the external stimuli using their
senses and knowledge which in turn affect their buying decisions. Some of the
perceptions are about the physical properties affecting the marketing decisions of
businesses. These characteristics relate to size, color, smell, touch and pitch which is a
key to sensory marketing. According to Frederick J Gravetter (2017) many companies
appeal to consumers perception of marketing stimuli through these ordinary senses.
Colour of the product influence the attention of the consumer and strongly link them to
their decision to purchase a product. Color plays an essential role in the marketing
process of goods. Moreover, the color of the uniform worn by the service marketers and
staffs in retail stores affects the purchasing decisions of the consumers. Marketers also
consider consumers preference on the taste of their products and how it affects their
purchasing decisions (Nairne, 2014). According to Shukla (2008) it is essential for
marketers to taste food and beverages products carefully before introducing them to the
market. The smell also contributes to the consumer purchasing pattern for specific
products. Several research from companies research shows that scent influences
consumers in their purchase of laundry and home consumption products (Gordon
Foxall, 2008).
The Touch stimuli appeal to the size, texture, and closeness of the products being
marketed. Studies show that consumers often wish to taste or try products before they
buy them. When consumers get a chance to test the products and services it positively
influences their perceptions.
1.1.3 Consumer’s Motivation
Motivation is the force that impels an individual behavior change towards an object.
Consumers are motivated to process information and generate suppositions which often
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seek out to affirm whether the information is right or wrong (Gordon Foxall, 2008).The
motivation state of the consumers drives the people to identify and purchase products
and services that fulfill their desires or needs. The fulfillment of those needs and desires
motivates individuals to continue purchasing goods and services that fulfill those needs.
Personal needs and wants becomes a motivator only when they are not satisfied.
Individual motivational level affects the purchasing decisions for products. The
motivational levels vary from low to high depending on the purchases to be made. Other
influences affecting motivation levels include familiarity with the purchase, status factors
and the cost of the purchase. Motivational levels change widely among individuals and
are influenced by external factors such as social values, beliefs about brands, and
personal values (Perrone, 2016).
1.1.4 Group and individual differences
Consumers associations with reference groups, individuals, and social influence compel
the individual’s consumption behavior. According to Charles W. Lamb, (2011)
individuals compare themselves with a particular reference group for guidance in
developing their attitudes, knowledge, and behavior.
1.1.5 Culture and Consumer Behaviors
Culture is a shared set of practices or beliefs among a group of people in a place and a
particular time (Wright, 2006). Culture is essential in determining the consumer
behaviors of individuals. Culture explains the variation in the sale of products in specific
regions as compared to other areas. Apart from purchasing decisions, culture also
affects the usage and disposal of products by individuals. Consumers examine how
members of other cultures use the same products, or fulfill the same needs with
different products, to find more efficient, cost-effective options in the marketplace. (Sally
Dibb, 2013)
1.1.6 Family and lifestyle
Family and lifestyle play an essential role in the consumers buying decisions. Its
influence on the consumer purchasing behavior remains throughout the lives of
individuals as they grow to be independent on their own. Each family has its own
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