Sheffield Hallam University Assignment Report

Sheffield Hallam University
BanaSnack Brand: Solar Dried Banana Snack
International Consumer Behaviour (Module Code: 44-702118)
Student Name: Sira Techaphermphon
Student ID: 9028380
Word count: 2863 words
Semester 2019/20

Table of Contents
Introduction......................................................................................................................................3
Consumer.........................................................................................................................................3
Consumer Behavior.........................................................................................................................4
Consumer Decision Making Process...............................................................................................4
Consumer Buying Behavior............................................................................................................6
Role of packaging in buying behavior.............................................................................................7
Consumer Self-Concept and Purchasing Intentions........................................................................8
Consumer Motivation......................................................................................................................9
Creating an Integrated marketing plan..........................................................................................12
Recommendations..........................................................................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

Introduction
BanaSnack is being introduced to a new market apart from its induction in the United
Kingdom. The company is aiming to cover a new market type by establishing itself among the
prospective consumer. The FSA’s 7th Food survey across UK for Consumer Attitudes towards
eating habits was conducted in 2007, resulting into a finding that since 2000 consumers have
become widely aware of their eating habits showing a decline in salt, sugar and fat levels in their
routine food leading to consuming less portions of meals every day. (Fletcher, 2007) This study
supports the organizations aim to target the UK market with a natural dry-fruit product that will
satisfy the hunger pangs of people during working hours, taking care of the calorie intake as well
as nutritional value, thus giving them twice the benefit with a single product. The USP of the
product is perfect for such market, but the manner in which it has to be presented in front of the
consumers has to remain attractive enough converting them into sales as soon as the product
enters the market.
Consumer
Consumer refers to an individual, a group or a business organization that is purchases or
avails the product or service offered. They do not further sell the purchased good or service and
it is meant for either personal consumption or organizational consumption. There are instances
when a buyer is not the actual consumer, in such case the buyer is referred to as the customer.
Understanding consumer behavior to ensure the successful launch and sale of the product or
service is necessary. Detailed study and a careful analysis enlightens you with the flaws or the
necessary measures required to be undertaken so that the offer made in future reaches the
consumer well. As per the company’s product, the target consumer in the market should be aged
between 16-40 years because such people are concerned about their body shape and health,
although for younger teenagers – the product can be marketed as a healthy candy helping them
avoid junk food but for the youth and mid-ages people – the product is of the exact use that it
promotes, keeping them filled and avoiding unhealthy food, increasing the nutritional value and
keeping calories minimum.

Consumer Behavior
A study of the end-consumers with regard to the processes they use to select and identify
the product or service that they will be willing to use, inclusive of their mental, physical,
emotional and psychological responses. (Radu, 2019) Any and every organization that aims to
establish itself in a new market has to study carefully the consumer behavior according to which
it can make an offering to the consumer. Keeping a check on their buying habits, expectations,
decision making process along with its implementation, will prove to be of aid for the enterprise.
As for our company BanaSnack, study of consumer behavior is quintessential because its parent
country possesses a different kind of consumer base from the country it is aiming to expand to.
This study will further analyze the consumer behavior with regards to the product offered.
Consumer Decision Making Process
Consumer decision making strategy as per Boone and Kurtz has been defined as process
wherein the consumers first recognize the problem or their needs, then they look for alternatives
that are available in the market, evaluating these alternatives gives them the idea about which
product is to be purchased. After purchasing, the product is used and then analyzed in order to
give out the user review or for determining future purchase of the same. Researchers and authors
have recognized that consumer decision process is highly influenced by their inter-personal and
societal emotions because marketing has now evolved becoming more human interactive which
affects the consumer decision making process for any product. (Bell, 2011)
For BanaSnack, consumer’s decision making process can be influenced by
 Hitting their problem identification by making them realize that their hunger pangs need
a healthy solution with a easy to go natural snack that is filling as well as takes care of
their calories.
 The consumer might then look various products available in the market available at
different prices in variety of flavors but those products might consist of some artificial
flavors infused to make them more sweet and flavorful. Presenting the product with all its
uniqueness to the consumer will make it more desiring and hence, compelling them to
make a purchase.