Consumer Behavior and Marketing Psychology in Toddler Milk Powder Market

This paper analyzes the impact of customer perception, attitude, satisfaction, group and individual differences, culture, family, and lifestyle on the behavior of customers in the toddler milk powder market in Australia. It includes an analysis of administrative processes and key findings from a survey of 15 participants. The subject is consumer behavior and marketing psychology, and the course code, name, and college/university are not mentioned.

Consumer Behavior and
Marketing Psychology
0 | P a g e

Table of Contents
Introduction................................................................................................................................................2
Analysis of Toddler Milk Powder.............................................................................................................2
Administrative Processes........................................................................................................................3
Key Findings..............................................................................................................................................9
Conclusion.................................................................................................................................................9
References..............................................................................................................................................10
Appendices..............................................................................................................................................12
1 | P a g e

Introduction
This paper will survey 15 participants those who had purchase toddler milk powder from
the market of Australia, and it will be by ten questions. The crucial elements that will be
explained in this paper are customer perception, customer attitudes, and customer
satisfaction, effects of group and individual differences, culture, family and lifestyle on
customer’s behavior, psychological aspects and significance of the value proposition.
Customer behavior refers to the action of the individuals those who are directly
connected to getting and utilizing those products. Here the customer behavior towards
the toddler milk powder and its subsequent impacts on the outcomes will be analyzed.
Analysis of Toddler Milk Powder
Milk consists of many nutrients like Vitamin, Calcium, and Protein that are good for kids.
Milk is most vital in the first year of the children and still very crucial for the next few
years (Stephen, 2016). Milk is rich in calcium, which is significant for growing bones and
teeth, provides fat for development and energy and some vitamins, especially Vitamin
A, B, and D. Milk is good for kids over one year of age. Toddlers should drink at least 1
½ serves of milk each day for proper nourishment and should not drink more than
500mls of milk. Too much dairy products could make their stomach full and feel less
hungry for food. This could make meal times problematic. Moreover, it would mean that
the toddlers might miss out some vital nutrients like iron.
Toddler Milk Powder is a substitute milk drink for the kids from 1 year or more of age.
Milk powder gives useful nutrients to those mothers those who are considering to bottle
feed their kids with healthy and nourishing formula. Usually, the toddler milk powder
consists of pure cow milk whey and casein as a source of protein, a mixture of
vegetable oils as a source of fat, lactose as a source of carbohydrates and a
combination of vitamin and mineral. In the year 2001 World Health Organization (WHO)
surveyed that toddler milk powder is made with the safe and secure complementary
food and an appropriate substitute of breast milk (Mathras et al., 2016).
2 | P a g e

Administrative Processes
The Australian National Health and Medical Research Council’s Infant Feeding
Guidelines and the New Zealand Ministry of Health’s Food and Nutrition Guidelines for
Healthy Infants and Toddlers (0-2 years) both had suggest that if a toddler is not
breastfed, then commercial toddler milk powders could be utilized as an alternative
choice up to the age of 1 year. Milk products for the toddlers are controlled under
Standard 2.9.1- Infant Formula Products in the Australia New Zealand Food Code. All
the commercial toddler milk powders in Australia should comply with the composition
and safety rules of the Code. Moreover, it consists of needs of label for the toddler milk
products and bans any types of pictures, logos and claims on the labels of the milk
products. The Code also manages added food colors and fixes maximum limits to
manage risks of food safety. The Marketing in Australia of Infant Formula (MAIF)
Agreement is a self-regulatory code of conduct between the producers and importers of
toddler milk products in Australia. It provides impact in Australia to the laws of WHO’s
International Code of Marketing of Breast Milk Substitutes. The objective of this
Agreement is to provide secure and sufficient nutrients for toddlers by proper utilization
of toddler milk products based on the suitable marketing.
1. Is the customer's perception important for Toddler Milk Powder?
83.33% of the participants had agreed that the impressions are essential for the buyers
of toddler milk powder. But 16.67% had not admitted to the fact that perception plays
any role in the purchasing behavior of the customers of milk powder. There are various
types of milk powders like Bellamy’s Organic Toddler Milk Drink, Oz Farm Classic
Toddler Nutritious Milk Drink, and Australia's Toddler Milk Drinks available for the
toddlers in the Australian market.
A single customer's opinions depend on the past experiences, their aims, and demands
at the time of purchasing the milk powder (Schmitt et al., 2015). The perceptions of the
customers on the milk powder have an intense impact on their purchasing power. The
ultimate goal of all the firms is to increase sales by searching the aspects that motivate
the purchasing power of the buyers. The perception of the customers tries to examine
and describe the behavior of the customer. The knowledge of the same toddler milk
3 | P a g e

powder by different buyers might differ. Proper strategy and implementation by any
companies could affect the attitudes and influence the behavior of the customers. It is
the impulsiveness which persuades the consumers to buy milk powder for the toddlers
from the market.
2. Does customer’s attitude influence their purchasing behavior towards Toddler
Milk Powder?
46.67% of the respondents had approved that the perspective of the customers always
affects the purchasing behavior of the toddler milk powder. 20% had answered that
attitude usually affects the buying power of customers of the toddler milk powder. 6.67%
rarely agreed to the fact, and 6.67% had decided that mentality sometimes impact the
purchasing behavior of the toddler milk buyers. 20% of the respondents said that they
never thought that attitude could affect the buyer’s purchasing power (Godey et al.,
2016). An attitude might be positive or negative that a customer would have towards the
toddler milk powder. A customer with the positive attitude towards toddler milk powder is
more possibly buy these goods. The survey of the customer's position is very significant
for the sellers to realize the beliefs of the customers. Customers from rural areas have
certain attitudes which affect their buying power. They do not think much about the
differences between the local and international brands of toddler milk powder.
Customers of toddler milk powder have some specific feelings towards the brands of
milk powder. Attitudes help the customers to adjust to various conditions and
environments. When a customer receives any information about the specific brand of
milk powder, they make and changes their attitude towards that brand of toddler milk
powder. The views of the customers are both a benefit and a disadvantage for the
sellers.
3. Are the consumers satisfied with products of Toddler Milk Powder?
38.46% of the participants were delighted after buying the milk powder for the toddler
like Bellamy’s Organic Toddler Milk Drink and Oli6 dairy Goat Infant Formula. 23.08%
were moderately satisfied with the toddler milk powder like Karicare+3, 7.69% were
dissatisfied, and 23.08% were neither satisfied nor dissatisfied with the products of
toddler milk powder. Moreover, there were about 7.69% of the respondents were very
4 | P a g e

dissatisfied with the toddler milk powder like the Mamia Gold 3 (Zeugner-Roth et al.,
2015).
In the present market, consumer satisfaction is a vital aspect for the firms. Thus more
the consumer satisfaction, the more is the connection of the firms with the consumers.
The comfort of the consumers is related to several aspects such as marketing,
production, quality of the brands and solves consumers' issues. It is the overall
impression of the brands by the consumers. Sellers and ad companies invest lots of
capital and time to fulfill the demands and to satisfy the customers.
Customers also want to identify the right milk powders, and utilization of these milk
powders are not going to make kids fall sick or any other effects. Consumer satisfaction
is a dimension utilized to calculate the degree to whether a consumer is happy with the
goods or not. If the sellers do not derive the consumer satisfaction, they could not
recognize the dissatisfied consumers. Moreover, they could not evaluate their feedback,
make variations in their goods to make the consumers happy, and the seller could not
guess or prevent the negative consumer behavior.
4. Does group differences influence the customer's decision making the process for
Toddler Milk Powder?
53.33% of the participants had agreed that group differences always changes the
decision-making process for toddler milk powder. 6.67% of them had decided that group
differences do not affect the decisions of the buyers, 20% had answered that
sometimes groups influences the decisions and 6.67% had rarely agreed to the fact that
group differences have any impact on the decision-making process of toddler milk
powder. However, 13.33% of the respondents had replied that they never believed that
group differences have any effect on the decision making the process of purchasing the
toddler milk powder (Fernández-Ferrín et al., 2015).
Customers are affected by those groups they consider they could be part of that group.
Sometimes, they ignore those brands that would include them in there under their
unwanted group. The groups consist of some people that the individuals compare
themselves with others. The colleagues, family members, relatives, neighbors, and
friends are included in the groups. All the members of this group affect the purchasing
power of the customers. They had utilized some brands of toddler milk powders before
5 | P a g e

and know everything about that brand. They had full information regarding the features
and specifications of the brand.
A customer is also influenced by the members of their community. Some groups
consist of those people who do not share direct relations with the customers. These
members are more casual and do not communicate with the customers regularly. But
they might inform the customers about specific names of the brands.
5. Is there any effect of individual differences on the consumers of Toddler Milk
Powder?
73.33% of the respondents had answered that individual differences influence the
buyers of toddler milk powder. However, 26.67% of them had not agreed that individual
differences have any effect on the customer’s behavior (Wood, 2016). The profession of
an individual is an essential aspect of the purchasing power of the customer. The job of
any individual has a direct impact on brands of the milk powders they would select for
themselves. Age of an individual also affects the behavior of the customers. The
experienced buyers would always buy the best brands of toddler milk powders like
Bellamy's Organic Toddler Milk Drink and Nestle Nan Comfort. The personality of an
individual also plays a significant role in influencing the purchasing power. Each
customer will buy milk powders for their toddler according to their personal choice.
6. Is culture important in influencing consumer’s behavior towards Toddler Milk
Powder?
40% of the participants had approved that culture is a significant factor in changing the
consumer's behavior for toddler milk powder. 20% of them said that culture is critical,
13.33% had responded that cultural elements are not so essential and 20% had agreed
that culture is somewhat vital in persuading the buyer's behavior while buying the
toddler milk powder. But 6.67% had answered that cultural factors are not at all critical
in influencing the consumer's purchasing behavior (Mann et al., 2015). Cultural aspects
have a significant impact on the purchasing power of the customers. Every customer
has different habits, morals, and ethics, family position and culture. Customers from
high status would prefer expensive milk powders like Nestle Nan and Bubs 3 Goat
Toddler Milk whereas customers on average and low rank would rarely spend money on
expensive brands. The survey critically represents that the culture and the choices of
6 | P a g e

the customers generate an enormous amount of impact on the purchasing behavior of
the customers. Moreover, as per the review put forward by the customers, the
development of the products as per the choices of the customers is considered to be
vital. Different customers have different preferences and the quality is regarded as to be
on top priority for most of the customers.
7. Does family play any role in influencing decision making process of customers?
53.85% of the respondents had believed that family plays an influential role in
purchasing the toddler milk powder. 15.38% does not agree that the family probably
would have any effect on the consumer behavior. Other 15.38% does not approve of
the fact family would have any impact on buying milk powder for toddlers (Saad, 2017).
However, more 15.38% had not agreed that family plays any role in influencing the
consumer's behavior of milk powder. The family is a vital factor in the purchasing power
of the customers. A married customer will always show the strong tendency in
purchasing toddler milk powders that are useful for their kids. Sellers of milk powder to
target the families for their promotion strategies. Different family members have different
opinions which generate a considerable amount of impact on the formation of the
decision-making process of the respective customer. The survey evaluated that many of
the people believe the fact that the choices and suggestions put forward by the different
family members helps in influencing the desired decision taken by the respective
customer.
8. Does the lifestyle of the consumers impact their behavior towards Toddler Milk
Powder?
69.23% of the participants had approved that the lifestyle of the buyers always affects
the customer's action of the toddler milk powder. 7.69% had agreed to the fact that
lifestyle usually has a role to play in determining the purchasing power of the buyers.
15.38% had answered that the lifestyle of the customers sometimes impacts their
purchasing behavior towards toddler milk powder. But almost 7.69% had responded
that lifestyle never plays any role in influencing the customer to buy milk powder for the
toddler (Henshaw et al., 2016).
Lifestyle is also a vital factor when the customers select their preferences. Two
customers of the same status and income will not purchase the same milk powder. The
7 | P a g e

lifestyles of the customers are significant when the question comes regarding the high
involvement with the milk powder. These milk powders might have a huge risk factor or
might be expensive. The lifestyle of the customers is vital as it helps in presenting the
desired product as per their suitability and this helps in generating the concerned sales
for the organization.
9. Are psychological factors important in influencing the purchasing power of the
consumers?
50% of the participants had agreed that psychological factors are crucial for changing
the customers to buy milk powder for the toddlers. 21.43% had believed that
psychological aspects are very significant for the consumers of toddler milk powder.
7.14% of the respondents had answered the factors of psychology are somewhat vital
for the customers purchasing behavior. 14.29% had responded that psychological
aspects are so important. However, 7.14% had answered that psychological factors are
not at all necessary for the buyers of milk powder for the toddlers (Ashley and Tuten,
2015). Motivation to buy any goods becomes positive when the goods related to any
reason, which has to be satisfied. The reasons become stronger when the satisfaction
is very significant for the buyers. Here the buyers need to purchase milk powder for the
toddlers so that the toddler becomes strong and healthy.
10. Does the value proposition is essential for the decision-making process of
consumers?
60% of the respondents had believed that the value proposition is extremely valuable
for buyers of toddler milk powder in their decision-making process. 13.33% agreed that
the value proposition is very valuable while deciding to buy milk powder. 6.67%
approved that value proposition is somewhat relevant, and other 6.67% answered that
value proposition is not so useful to purchasing the milk powder. But 13.33% had
believed that the value proposition is not at all valuable in the decision-making process
of the buyers of toddler milk powder (Bennett et al., 2017). A value proposition of the
customer is a commitment of advantages to being given, interacted and accepted and
enhance the accessibility of the consumers. It is the positive aspect that persuades the
customers to purchase milk powder from the market. It increases the faith of the
8 | P a g e

consumers towards the brands. It also makes any consumers depend on a specific
brand of milk powder and suggests it to others too.
Key Findings
The key findings of the survey are that the perceptions of the customers on the milk
powder have an intense impact on their purchasing power. The ultimate goal of all the
firms is to increase sales by searching the aspects that motivates the purchasing power
of the buyers. It is the positive aspect that persuades the customers to purchase milk
powder from the market. It increases the faith of the consumers towards the brands.
The lifestyle of the customers is also vital as it helps in presenting the desired product
as per their suitability and this helps in generating the concerned sales for the
organization. Different family members have different opinions which generate a
considerable amount of impact on the formation of the decision-making process of the
respective customer of toddler milk powder. Moreover, the key findings also reflects the
fact that buyers of toddler milk products wants to identify the right milk powders, and
utilization of these milk powders are not going to make their kids fall sick or any other
side effects.
Conclusion
This paper had surveyed 15 participants who had purchased toddler milk powder from
the market of Australia, and it had been carried out by ten questions. The essential
elements that had been explained in this paper are customer perception, customer
attitudes, and customer satisfaction, effects of group and individual differences, culture,
family and lifestyle on customer's behavior, psychological aspects and significances of
the value proposition. Hence, when a consumer wants to purchase milk powder for the
toddler from the market, lots of elements effects them. Every element explained in the
paper are related to the quality of milk powder that is suitable for the toddlers.
9 | P a g e

References
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
Bennett, N.J., Roth, R., Klein, S.C., Chan, K.M., Clark, D.A., Cullman, G., Epstein, G.,
Nelson, M.P., Stedman, R., Teel, T.L. and Thomas, R.E., 2017. Mainstreaming the
social sciences in conservation. Conservation Biology, 31(1), pp.56-66.
Fernández-Ferrín, P., Bande-Vilela, B., Klein, J.G. and del Río-Araújo, M.L., 2015.
Consumer ethnocentrism and consumer animosity: antecedents and
consequences. International Journal of Emerging Markets, 10(1), pp.73-88.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Henshaw, V., Medway, D., Warnaby, G. and Perkins, C., 2016. Marketing the ‘city of
smells’. Marketing Theory, 16(2), pp.153-170.
Mann, M.K., Liu-Thompkins, Y., Watson, G.S. and Papelis, Y.E., 2015. A
Multidisciplinary Examination of 3D Virtual Shopping Environments: Effects on
Consumer Perceptual and Physiological Responses. In Ideas in Marketing: Finding the
New and Polishing the Old (pp. 752-755). Springer, Cham.
Mathras, D., Cohen, A.B., Mandel, N. and Mick, D.G., 2016. The effects of religion on
consumer behavior: A conceptual framework and research agenda. Journal of
Consumer Psychology, 26(2), pp.298-311.
Saad, G., 2017. On the method of evolutionary psychology and its applicability to
consumer research. Journal of Marketing Research, 54(3), pp.464-477.
Schmitt, B., Joško Brakus, J. and Zarantonello, L., 2015. From experiential psychology
to the consumer experience. Journal of Consumer Psychology, 25(1), pp.166-171.
10 | P a g e

Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Wood, D.A., 2016. Comparing the publication process in accounting, economics,
finance, management, marketing, psychology, and the natural sciences. Accounting
Horizons, 30(3), pp.341-361.
Zeugner-Roth, K.P., Žabkar, V. and Diamantopoulos, A., 2015. Consumer
ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer
behavior: A social identity theory perspective. Journal of international marketing, 23(2),
pp.25-54.
11 | P a g e

Appendices
12 | P a g e