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Consumer Behaviour and Marketing Psychology Assignment

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Added on  2020-11-23

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Consumer behaviour and marketingpsychology
Consumer Behaviour and Marketing Psychology Assignment_1
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................1INTRODUCTION...........................................................................................................................2Product overview....................................................................................................................2Critical analysis......................................................................................................................3Strategic Recommendations...................................................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................8
Consumer Behaviour and Marketing Psychology Assignment_2
EXECUTIVE SUMMARYThe whole report is based on Nescafe which is the leading product in terms of beverage.This report helps in finding out the strategies that can be used by company in order to make theirproduct differentiated by that of competitors by reducing their cost and also by making theirphysical appearance different as compared to that of competitors. In addition to this, it has alsobeen find out from this report that Nestle producing Nescafe coffee is affecting with bothpositive and negative impacts which is discussed in detail.1
Consumer Behaviour and Marketing Psychology Assignment_3
INTRODUCTIONConsumer behaviour is termed as that study in which organisations, groups andcustomers of particular organisation either select, buy or use ideas, goods and services of aparticular brand that may meet their needs and requirements (BISHOP and MEGICKS, 2019.While marketing psychology is defined as is feelings among participants of market thatmotivates them to buy particular products or services (Carlson, Rahman, Taylor and Voola,2019). In this report, Nescafe coffee product has been taken into consideration. It was firstintroduced in Brazil as a way in order to preserve local coffee surplus. This brand was laterintroduced in Switzerland and than around the whole world. Now it is labelled as NescafeClassic. Nestle is a company related to Swiss food and beverage and was established in 1905. itis basically headquartered in Vevey, Switzerland having number of offices all over the world.Thus, in the below report, overview of particular product in terms of Nescafe coffee willbe discussed in deeply. Further, critical analysis will be done and provided on both product andcompany producing the coffee products that is Nestle. In addition to this, this report alsohighlights on strategic recommendation in terms of future improvements has been analysed thatwill further lead the cited firm in achieving further improvements and gaining long term success.Product overviewCoffee is termed as the most popular beverages among all in the whole world. Whileamong all the products, Nescafe is the most popular and recognizable brand that producesvarieties of instant coffee. It has also been subjected for number of controversies in terms ofunfair labour practices to reports of child and also forced labour in farms of coffee. Nescafe is acoffee brand that has been produced by Nestle. This product basically comes from manydifferent forms. They started developing this brand at Brazilian Government initiative. This wasto help in order to preserve the substantial surplus of annual harvest of Brazilian coffee. Thecited company Nestle introduced this product of coffee first in Switzerland on 1st of April in year1938. it is one of the most popular brand of coffee that is available in number of varieties thatmay suit taste and occasions. Nescafe coffee product contains less caffeine and high amount ofAcrylamide then regular coffee. Further, it contains huge amount of same antioxidants. But theproduct of coffee is termed as healthy, low calorie beverage that is further linked with samebenefits as other product in terms of health. 2
Consumer Behaviour and Marketing Psychology Assignment_4

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