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Report on Consumer Behavior and Marketing Communication

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Added on  2020-04-13

Report on Consumer Behavior and Marketing Communication

   Added on 2020-04-13

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Running head: CONSUMER BEHAVIOR AND MARKETING COMMUNICATION‘Only Organic’Name of the StudentName of the UniversityAuthor Note
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1CONSUMER BEHAVIOR AND MARKETING COMMUNICATIONTable of ContentsIntroduction................................................................................................................................2Literature Review.......................................................................................................................2Target market.............................................................................................................................3Brand positioning.......................................................................................................................4Conclusion..................................................................................................................................5References..................................................................................................................................6
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2CONSUMER BEHAVIOR AND MARKETING COMMUNICATIONIntroductionThe company chosen for this assignment is “Only Organic” which has itsspecialization in baby food. This company has been in the New Zealand market since 2003with their main goal to feed their nation’s babies with the purest foods. In their very initialstage they started by producing simple recipes with organic ingredients without including anykind of artificial addictives, preservatives, salt and sugar. Only Organic is among the bestorganic baby food brands in New Zealand making the job of the mothers easier because theyare getting tasty, almost like home cooked food made with the best ingredients. Literature ReviewThe promotional mix mainly involves advertising, public relations, sales promotion,digital marketing and personal selling which are also the elements, which are involved in theIntegrated Communication Mix (IMC). Therefore, when any company is thinking about theircommunication process for their customers, the first step they need to take is to define theirpromotional objectives. In an article by Familmaleki, Aghighi and Hamidi (2015), their mainpurpose is to explore the effects of sales promotion on the decision making process of theconsumers. Shultz et al., said that sales promotion mainly operates on a direct behavioralbasis rather than having an impact on their awareness or attitude. This article further statesthat the main aim of sales promotion is to attract new consumers, continue with existingconsumers who are observed switching brands along with giving benefits to those customerswho are about to use challenging products. In another article by Sinkovics, Pezderka and Haghirian (2012), they have mainlydiscussed about the investigation they have made on the factors that influence the perceptionof advertising mainly through mobile phones in different culture. However, the result has
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