Assignment on Buyer and Consumer Behaviour- Mars Inc
Added on 2020-03-28
12 Pages3056 Words88 Views
Buyer and Consumer Behaviour
Executive SummaryThe mars Inc produces chocolate bar with a certain length of product line as well as SKUs. It canbe deducted that Cognitivism is the right method of studying the mind of the consumers. Theconsumer mind is complex it learns through interaction with information. Thus while developingmarketing plan it is important to take this in mind. The brand performance measure shows that it is effective for the company to adopt a marketingstrategy to promote snickers as a chief brand product as this is going to increase the brand loyaltytowards the product. The 3 per cent brand loyalty towards snicker is going to increaseconsiderably in case marketing strategy in adopted to promote snickers. It is also important for the company to develop mental availability of the product. The mentalavailability of the product is of high importance as availability increases sale of the productinvariably. There is various method of increasing mental availability of the product. One of themost prominent methods of increasing mental availability is to develop entry points for theproduct. It is important to determine the idea of consumer before marketing a product. The consumerprofile can be developed by studying the demography of the consumers. The demographicstudies conducted regarding the product it can be noticed that the age group of 26 to 35 femaleswith yearly income of $ 70,000 per year is the ideal profile for being a consumer for the product.
Table of ContentsIntroduction:....................................................................................................................................4Section-1: Understanding Buyer Behaviour....................................................................................41. A discussion on Cognitivism or Behaviourism theories..........................................................4Section-2: Brand Performance.........................................................................................................52. Identification of Pattern with respect to brand performance measure.....................................53. Judging the idea for encouraging all the existing buyers to buy snickers:..............................7Section -3: Mental Availability.......................................................................................................74. A discussion on appropriate marketing strategy for building mental availability...................7Category entry points to be included in the advertisement for Snickers.........................................8Section-4: Demographics and Segmentation.................................................................................105. Segmentation of the target customers through demographic analysis...................................106. Conclusion & recommendation on the basis of demographic analysis.................................11Reference:......................................................................................................................................12
Introduction:This report discusses the various marketing aspects taking the example of the company mars inc.producing chocolate bars. It is discusses details of the consumer behaviour regarding the buyingof chocolate. It studies the theories of learning to understand the mind of the customers. Thisreport addresses brand performance, mental availability and also studies in detail the variousfactors like demographic segmentation on the basis of age gender and household income. Thebrand performance is also measured taking into consideration factors like market share,penetration etc. The category entry point of snickers is also suggested in this report. Section-1: Understanding Buyer Behaviour1. A discussion on Cognitivism or Behaviourism theoriesCognitivism theory: Cognitivism is a study of psychology often conducted for studying theconsumer behaviour in marketing. Cognitivism studies the process which draws the attention of aperson rather a consumer. The various process of that are involved in drawing attention involvesthe method of perception, the way an incidence remains in the memory of the consumer, thelearning process of the consumers and the method used for solving problem (Wenger, 2009).These factors together decide the impact of the stimulus in drawing attention of the consumer.This theory propagates that the information processing system of people are very technical innature. There are certain rules that are followed by the mind of the people in generatingcognition of the product. The minds of the people are considered to be processor of information.The concept underlying Cognitivism is the process that helps to gain knowledge (Jonassen andLand 2012). There are further divisions in the cognitive theory that is the social cognitive theoryand the cognitive behavioural theory. Behaviourism theory: The behaviourism is in contrast with the Cognitivism theory. Behaviourlists studies the behaviour of the people that is observable and thus forms the opinion regardingthe method of conceptualising of the environment by the people. The behaviouralists believe thatthe learning of the mind happens as a gradual process through interaction with the environment.
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