Understanding consumer behavior is a vital and complex task

Healthy Bites
Consumer Behavior

INTRODUCTION
Understanding consumer behavior is a vital and
complex task. It can easily be understood by applying
specific management concepts. As a new business
enterprise, Healthy bites must focus on:
Market segmentation
Positioning
Perceptual Mapping
It should also emphasize on suitable market entry,
Product life cycle management, Brand equity
management and product line management.

BUSINESS OVERVIEW
 The organization is named ‘’Healthy Bites.
 It produces healthy burgers with high quality natural
ingredients.
 It develops healthy product as Americans are facing health
issues (Blossom & Frohlich, 2019).
 Its product are priced higher.
 It aims at fulfilling food cravings by providing healthy
alternative.

SEGMENTATION
Market segmentation for Healthy Bites:
Demographic segmentation
Income level: It focuses on customers prevailing in middle income
group.
Age: It targets customers below 19 years of age (Lardieri, 2018).
Psychological segmentation
It emphasizes on customers with high spending habits.
Behavioral segmentation
It targets customers that are health focused (Loveridge, 2012).
Geographic segmentation
It focuses on individuals residing in Urban areas (Weinstein, 2013).

POSITIONING
Positioning strategies for HEALTHY BITES :
Internet marketing
It is less time consuming.
It can be done 24*7.
It is best suitable as it has
high internet users in United States
Word of mouth Marketing
It is most trustworthy among the customers.
It involves no cost (Sajeesh, 2010).
Sales promotion
Distribution of pamphlets will be best suitable.
It helps in continuously reminding the Americans (Clement, 2019).

PERCEPTUAL MAPPING
It depicts the perception of the customers towards the brand.
(Pinterest, 2019)
Healthy Bites is perceived as ‘High Price-High Quality’ brand.

ENTRY STRATEGY
Following two are the best possible option for market entry
of Healthy bites:
Direct selling
Incur less time
Direct dealing with the customers
Ease in developing positive relation with customers
Early satisfaction of needs
Providing early solution (Poon, 2012)
E-Business
Reduces business risk failure
Economical.
Higher availability (Gloor, 2012)

PRODUCT LIFE CYCLE MANAGEMNT
It focuses on four stages of product life cycle.
These are introduction, growth, maturity and decline.
It helps in enhancing sales.
It assist in minimizing waste (Stark, 2015).
BRAND EQUITY MANAGEMENT
It helps in attracting customers.
It can be achieved by:
1. High customer involvement
2. Continuous differentiation (Keller, 2010)

PRODUCT LIFE MANAGEMNT
Initially, it should focus on a single product line.
Later, it can develop an additional product line
of ‘Drinks and beverages’.
Its additional product line must not affect its
quality status (Luo, 2011).
CONCLUSION
It must emphasize on effective business
strategies.
It must enhance customer knowledge.
Hence, it can be a profitable business.

REFERENCES
Pinterest. (2019, September 3). Discover ideas about Maps. Retrieved September 3, 2019, from Pinterest:
https://www.pinterest.com/pin/52776626867728989/
Blossom, L., & Frohlich, T. (2019, January 7). The Most Serious Public Health Issues America Is Facing Today.
Retrieved from MNS: https://www.msn.com/en-us/health/medical/the-most-serious-public-health-issues-america-is-
facing-today/ss-AADHRmP#targetText=1.,up%20from%2030.5%25%20in%202000.
Clement, J. (2019, August 20). Internet usage in the United States - Statistics & Facts. Retrieved from Statista:
https://www.statista.com/topics/2237/internet-usage-in-the-united-states/#targetText=With%20over
%20312%20million%20internet,do%20not%20use%20the%20internet.&targetText=As%20of%202019%2C
%2040.61%20percent,States%20originated%20from%20mobile%20devices.
Gloor, P. (2012). Making the e-business transformation. Springer Science & Business Media.
Hawkins, D. I. (2010). Consumer behavior. NY: McGraw-Hill.
Keller, K. L. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of
Interactive Marketing, 24(2), 58-70.
Lardieri, A. (2018, May 22). https://www.usnews.com/news/health-care-news/articles/2018-05-22/study-teens-
exposed-to-more-junk-food-ads-eat-more-junk-food. Retrieved from US News:
https://www.usnews.com/news/health-care-news/articles/2018-05-22/study-teens-exposed-to-more-junk-food-ads-
eat-more-junk-food
Loveridge, R. &. (2012). Theories of labour market segmentation: a critique. Springer Science & Business Media.
Luo, L. (2011). Product line design for consumer durables: an integrated marketing and engineering approach.
Journal of Marketing Research, 48(1), 128-139.
Poon, P. A.-F. (2012). Managing trust in direct selling relationships. Marketing Intelligence & Planning, 30(5), 588-
603.
Sajeesh, S. &. (2010). Positioning and pricing in a variety seeking market. Management science, 56(6), 949-961.
Schlosser, E. (2012). Fast food nation: The dark side of the all-American meal. . Houghton Mifflin Harcourt.
Stark, J. (2015). Product lifecycle management. In Product lifecycle management . Springer, Cham.
Weinstein, A. (2013). Handbook of market segmentation: Strategic targeting for business and technology firms.
Routledge.
Yeap, W. K. (2011). A computational theory of human perceptual mapping. Cognitive Science Society.