Consumer Buying Behaviour Model: A Study of HelloFresh Success

This essay provides an analysis of HelloFresh's consumer buying behaviour using established models. It begins by defining the core principles of the consumer behaviour model, emphasizing the maximization of benefit and minimization of cost. The essay then applies this model to HelloFresh, examining pre-purchase problem recognition, alternative assessments, purchase decisions, and post-purchase behavior. It highlights how HelloFresh identified the consumer need for convenient, tasty, and affordable home-cooked meals, bridging the gap by delivering recipes and ingredients. The essay also discusses the importance of the model to HelloFresh, including its role in determining clientele, creating targeted campaigns, forecasting sales, and conducting competitive analysis against companies like Blue Apron and Home Chef. Finally, it addresses the advantages and disadvantages of the model, noting its contribution to service development and marketing strategies while cautioning against the potential impact of shifting consumer trends. Desklib offers a platform to explore more solved assignments and study resources.

CONSUMER BUYING BEHAVIOUR
HELLOFRESH

The Meaning and Significance of The Model
• The consumer behavior model is centered on the ideology
that consumers’ buying patterns are influenced by the
desire to maximize benefit while minimizing the overall
cost. Therefore, the ability to predict consumer behavior is
hinged on the assessment of economic indicators like
pricing strategy of competitors and the purchasing power
of consumers (Jisana, 2014).
• For example, a consumer will procure the same services
from another provider if they are availed at a lower prices
and in a manner that maximizes the consumer’s benefit. A
rise in consumer disposable income or purchasing power.

Pre-Purchase
• Problem Recognition: HelloFresh identified a consumer
need that required to be satisfied. Most people want to
have a home cooked meal that is tasty and affordable but
majority don’t know which ingredients to get for a good
wholesome meal. HelloFresh bridges the divide to deliver
recipes and ingredients to consumers’ homes (Jisana,
2014).
• Assessment of alternatives: The presence of fast food
chains and businesses that deliver foods in the market
meant that HelloFresh had to provide a diverse menu and
very affordable prices to appear to consumers

Purchase and Post-Purchase
• Purchasing decision: The consumers are offered
differentiated meal plans that will favor people with
varying budget. As such, the consumer will select a
preferable plan will an idea menu and proceed to make
payment on it (Jisana, 2014).
• Post Purchase: The clients are given the opportunity to
rate the service the receive and provide feedback to
HelloFresh. By reviewing consumer feedback, HelloFresh
is able to better their services their by securing consumer
loyalty and improving on consumer satisfaction.

Importance of Model to HelloFresh
• Consumer buying behavior models help to determine the clientele of a
given business. This information is used for segmented and targeted
campaigns aimed at attracting a given niche of consumers to continue
buying HelloFresh services.
• Moreover, consumer buying behavior models are used to create sales
forecasts and set sales targets that need to be fulfilled by the end of the
financial period. By so doing HelloFresh is able to plan and budget
appropriate in a manner that will minimize cost and maximize benefit to
consumers.
• In addition, a business can use the consumer buying behavior model to
determine the competitive advantages of the organization. Competitive
analysis allows a HelloFresh to understand its position in the market
relative to other providers like Blue Apron and Home Chef(Jisana, 2014).

Advantages and Disadvantages of the Model
• Advantages: The model aids in the development of new
services and pushes for innovation within HelloFresh.
Moreover, the mode helps with development of
appropriate marketing strategies, and proper market
segmentation.
• Disadvantages: In numerous cases the spending habits of
consumers are motivated by fashionable activities and
social popularity. As such, once the popularity of
delivering ingredients for a home cooked meals becomes
faded the ability of HelloFresh to sell the service may
become difficult.

References
• Jisana, T. K. (2014). Consumer Behaviour
Models:An Overview. Sai Om Journal of
Commerce & Management , 1-10.