Consumers as Individuals and Decision Making [NESTLE]

Running head: PSYCHOLOGICAL PERSPECTIVE OF CONSUMER BEHAVIOUR
Consumers as Individuals and Decision Making
[NESTLE]
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1PSYCHOLOGICAL PERSPECTIVE OF CONSUMER BEHAVIOUR
Executive summary
This study is aimed at understanding the behaviour of adolescents for Nestlé’s Kit Kat. The study
is constructed on few psychological factors such as motivation, beliefs and attitudes which play
important roles in influencing for the purchase decision. Few theories such as Maslow’s
Hierarchy of Needs and Murray Theory of Needs are being used to understand the importance of
chosen psychological factors. Moreover, the paper also recommends a few price, product and
promotion related points to Nestlé’s Kit Kat.

2PSYCHOLOGICAL PERSPECTIVE OF CONSUMER BEHAVIOUR
Table of Contents
1. Introduction..................................................................................................................................3
1.1 Company................................................................................................................................3
1.2 Product and/or location..........................................................................................................3
1.3 Consumer...............................................................................................................................3
2. Discussion and analysis: (Consumer Needs and motivation)......................................................4
2.1 Cognitive factors....................................................................................................................4
Explaining the respective pieces of literature..........................................................................4
Application on the selected segment.......................................................................................5
2.2 Emotional factors...................................................................................................................5
Explaining the respective pieces of literature..........................................................................5
Application on the selected segment.......................................................................................6
3. Discussion and analysis: (Consumer attitudes)...........................................................................6
3.1 Feelings..................................................................................................................................6
Explaining the respective pieces of literature..........................................................................6
Application on the selected segment.......................................................................................7
3.2 Beliefs....................................................................................................................................7
Explaining the respective pieces of literature..........................................................................7
Application on the selected segment.......................................................................................7
4. Decision making process.............................................................................................................8
5. Recommendations......................................................................................................................10
6. Conclusion.................................................................................................................................13
References......................................................................................................................................14

3PSYCHOLOGICAL PERSPECTIVE OF CONSUMER BEHAVIOUR