Consumer Behaviour and Marketing Psychology

RUNNING HEAD: Consumer Behaviour and Marketing Psychology
Consumer Behaviour and Marketing Psychology
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Consumer Behaviour and Marketing Psychology 1
Executive Summary
The below mentioned report provides a detailed analysis of the marketing of a FMCG company
Cadbury Oreo. Cadbury which is also known as Cadbury Schweppes and wholly owned by
Mondelez International. Cadbury Oreo a biscuit line introduced by the Mondelez in the market.
The below mentioned report enlightens information about the consumer behaviour and
marketing analysis of the company. The report is followed by assessment one and two,
assessment third of the task shares critical information about the consumer behaviour of the
customers and the marketing activities initiated by the company. It has been noted that the sales
of the Cadbury Oreo has started to deplete resulting to which the company has initiated
consumer behaviour analysis that helped them to attain information about the factors affecting
their purchasing decisions in the market. With the help of such information, the report evaluated
strategic recommendations with the help of which they can successfully maintain and increase
their current position present in the market. Further, the below mentioned report evaluated
current marketing strategies implemented Cadbury Oreo and what changes they should make in
their strategies so as to successfully grow in tough competitive market. More details about the
FMCG Cadbury Oreo are discussed below:

Consumer Behaviour and Marketing Psychology 2
Contents
Cadbury Oreo Product Overview....................................................................................................1
Critical Analysis..............................................................................................................................2
Factors Affecting Consumer Behaviour......................................................................................2
Marketing strategies of Cadbury Oreo........................................................................................3
Relationship between Consumer Purchasing Behaviour and Marketing Analysis of Cadbury
Oreo.............................................................................................................................................4
Strategic Recommendations............................................................................................................5
References........................................................................................................................................7

Consumer Behaviour and Marketing Psychology 3
Cadbury Oreo Product Overview
Cadbury Oreo is a brand of cookie that is filled with vanilla in between and the product is
marketed as Chocolate Sandwich Cookie. The product was introduced in the market in the year
1912 and is regarded as the bestselling cookie in US till date. The product is available in more
than one hundred countries present worldwide. Oreo biscuit is now being produced in different
varieties due to the increasing demand of the product. The product is regarded as one of the
leading brands present in the FMCG industry (Jha, Saini, and Kaur 2017). Cadbury Oreo is
formed with milk chocolate, biscuit pieces and vanilla flavour filling. The classic Oreo is formed
using eleven elements that are, salt, sugar, unbleached enriched flour, cornstarch, high oleic
canola oil, leavening agent, chocolate, soy lecithin, cocoa, vanillin and high-fructose corn syrup.
The product is highly demanded by the children in families, as they like the chocolaty taste of the
biscuit with the taste of vanilla in the centre. One of the biggest reasons that have made the
product highly famous in the market is its strong branding and marketing strategies initiated by
Cadbury Company. According to Kraft Foods Company, Oreo is the world’s best-selling biscuit
because of two major reasons that are, its taste and marketing communication strategy. The
purpose of the company is to serve true happiness to the consumers in the target market. Cadbury
Oreo is highly demanded in the country US along with Australia as well. The production of Oreo
has made the company Cadbury profitable only (Jones, and Tadajewski 2015).
Critical Analysis
Factors Affecting Consumer Behaviour
After surveying the marketing information about the product Cadbury Oreo, it can be clearly see
that the purchase of the product has been slightly decreased that has affected the overall sales of
the company. Various factors present in the environment affect the purchasing decisions of the
consumers in the target market. These consumer behavioural factors are discussed below:
Personal Factors: personal factors of a consumer differ from person to person as they are
affected by the lifestyle of the consumer (Dave 2016). Further some of the important factors that
affect the buying behaviour of the consumer against Cadbury Oreo are discussed below: