Consumer Behavior Assignment PDF

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Consumer Behavior

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Executive Summary
Consumer behavior is the study of consumers and the processes they use to choose, use (consume),
and dispose of products and services, including consumers’ emotional, mental, and behavioral
responses. It is important for any business in any industry as it helps to understand, analyze and
keep track on consumer behavior and allows the business to cater their demands in the required
quantity and quality on time. The purpose of this report is to understand consumers’ behavior in
Fast Food Lanka Ltd: a fast food restaurant chain which is specialized in fast food including
burgers, wraps and fried chicken products. The company is launching a new meal which includes
a small burger, fried chicken nuggets and some French fries along with a small pop drink of choice
(Soft-drink), targeting Young kids age between 08-16 years. The first part of the report gives a
detailed understanding on consumer behavior and its range of benefits for the Fast Food Lanka
Ltd. Also, the report determines the impact of cultural, social and personal factors to consumer
behavior when launching the new product to market. This is critical for the company as most of
the parents perceive fast foods such as burgers, fried and soft drinks are unhealthy for their
children. Furthermore, the report evaluates the design of the marketing activities, mainly the
promotions considering the ethical issues contextualized to the fast Food Lanka Ltd.

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Acknowledgement
The success and final outcome of this report required a lot of guidance and assistance from
many people and I am extremely privileged to have got this all along the completion of my
report. All that I have done is only due to such supervision and assistance and I would not
forget to thank them.
I would like to express my deepest appreciation to all those who provided me the possibility
to complete this report. A special gratitude I give to my lecturer, whose contribution in
stimulating suggestions and encouragement, helped me to coordinate my report, especially in
writing this report.
Table of Contents
Executive Summary ........................................................................................................................ 2

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1. Introduction ............................................................................................................................. 5
Task 01............................................................................................................................................ 5
1. What are the significance of understanding consumer behavior to Fast Food Lanka Ltd? . 5
2. In the case of targeting the parents, discuss the possible influences of cultural, social and
personal factors (motivation, personality) in their consumer behavior..................................... 10
2.1 Cultural factors ................................................................................................................ 11
2.2 Social factors ................................................................................................................... 13
2.2 Personal factors................................................................................................................ 14
3. Explain the ethical issues there may be in marketing and advertising to young children?... 15
Conclusion .................................................................................................................................... 19
References..................................................................................................................................... 19
List of Figures
Figure 1: Benefits of understanding consumer behavior...............................................09
Figure 2: Factors influence on consumer behavior.....................................................13