Consumer Behavior and Marketing Psychology in Toddler Milk Powder Market

Consumer Behavior and
Marketing Psychology
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Table of Contents
Introduction................................................................................................................................................2
Analysis of Toddler Milk Powder.............................................................................................................2
Administrative Processes........................................................................................................................3
Key Findings..............................................................................................................................................9
Conclusion.................................................................................................................................................9
References..............................................................................................................................................10
Appendices..............................................................................................................................................12
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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).
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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
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