Sheffield Hallam University: BanaSnack Consumer Behaviour Report

This report, prepared for Sheffield Hallam University's International Consumer Behaviour module, analyzes the BanaSnack brand's approach to a new market. It examines consumer behavior, decision-making processes, and buying behavior, including the impact of packaging and self-concept. The report explores consumer motivation and the creation of an integrated marketing communication plan. The study focuses on understanding the target consumer aged 16-40 who are health conscious and looking for healthy snacks. It also discusses the role of packaging in influencing consumer decisions and the importance of understanding consumer needs and goals to create effective marketing strategies. The report provides recommendations and concludes with a summary of the key findings, emphasizing the importance of understanding consumer behavior for the successful launch and sale of BanaSnack in the new market.

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.

 BanaSnack offers small natural flavor candies at a lower price, which attracts the
consumer and satisfy their needs as well. The taste of the candy will be completely
different and a less sweet from the others available in the market, giving it a more natural
flavor.
 The satisfaction received from the product might influence their decisions for future of
buying the snack again as well as suggesting it to people around, thus increasing the
consumer base for the company.
Consumer Buying Behavior
It is not necessary that a consumer buys a product for personal use all by himself or even
something for family or organizational usage by seeking suggestion. A buyer plays a variety of
roles while making a purchase decision namely:
 The Initiator – This individual imbibes the idea of purchasing that particular product or
service in the mind of the consumer.
 The Influencer – Final decision of the consumer might be influenced by the
recommendation of a third individual or organization to make the purchase.
 The decider – There is always an individual whose opinion regarding “what should be
bought, how it should be bought, when it should be bought and from where” matters in
any sort of purchase from the market.
 Buyer – The individual or organization actually paying money to purchase that product.
 User – Often it is assumed that buyer and user of the product are same but it is not
necessary and such people who actually consume the product are its end consumers.
(Chand, 2014)
As per the company’s requirement, consumer buying roles are to be carefully tapped to
ensure that maximum of them fit towards our product assisting in increasing sales by being any
one of them. The company can tap a larger consumer base by giving out some sample products
for trying and tasting which might help in spreading word of mouth between consumers as and
when the product is released in the market. Some of these sample tasters might become the
initiator or the influencer leading the buyer or the user make a purchase.

Role of packaging in buying behavior
There have been numerous researches made over the successful role played by packaging
in consumer buying behavior. Often, it has also been witnessed that an attractive and well
detailed packaging influences consumer buying decision. If the product packaging answers a
variety of common questions that might arise while purchasing, then the information along with
package attractiveness works it magic impelling the consumer to buy the product. The packaging
of a product attracts the consumer towards a specific brand, enhancing the brand image and
convincing the consumer for buying the product. Imparting unique value to the product,
packaging plays a key role in differentiating tool, that is, assisting the consumer in segregating
its required product from a large variety of similar one’s offered by the competitors stimulating
the buyer’s behavior. (Kuvykaite, 2001)
Analyzing of consumer behavior through their buying decision is important because it
helps the marketers to understand how the product should be offered so that it converts into sale.
BanaSnack, has to understand the importance of packaging which is a silent communicator to the
customer, attracting them towards the product.
Fig. 1

Consumer Self-Concept and Purchasing Intentions
Self-concept of a consumer had been defined as the manner in which a consumer
perceives himself/herself i.e., total feelings and thoughts of an individual with reference to
him/her as an object. Actual self is the manner in which the person thinks about himself, Ideal
self is the way in which he would like to perceive himself and Social self is the manner in which
he would like the society to perceive him/her.
Product Symbolism – While conducting a consumer behavior research, Tucker (Tucker,
1957, p. 39) argued that an individual or consumer’s personality can be defined through the
products they use or their attitude towards products. Various self-concept models have been
developed by researchers in order to understand and determine its value in consumer behavior. It
has been found that the way a person consumes a product will be directed towards the
enhancement of self-concept through goods consumption as a symbol. (Sirgy, 1982, p.287-300)
The relationship between self-image and product congruity has been supported by
numerous studies proving the fact that the manner in which a consumer views himself are
directly proportional to the type of product used by the consumer. BanaSnack, needs to capture
such a market where the consumer is more health conscious or takes a regular check of their
calorie intake. Maximum consumers would lie either from the high class background who are in
the public eye often and are regularly commented or looked upon for their looks. Else, women
from the age group of 16-45 are most likely for fall into our major consumer category because
they are continuously concerned about their looks and look for alternatives to keep their hunger
pangs in control avoiding junk food and taking in maximum nutrition. The value for money
product offered by BanaSnack is deemed to attract them by hitting their self-concept behavior.
Consumer Motivation
Motivation refers to the driving force inside an individual that makes them take a well-
analyzed action. This force may be created by tension of a need that has remained unfulfilled for
a long duration. Every person, consciously or sub-consciously tries to lower this tension with
their behavior which they think that will relieve them from the stress due to the actions they take.

Motivation includes needs and goals of the consumer where a need is an innate requirement of a
consumer whereas goals are met after an action taken through the motivated behavior. Needs and
goals are dependent on each other; if one exists the other will surely be present. When a
consumer needs arises only then a goal is said to reach to. Often it has been found that people are
not aware of their needs rather aware of their goals which becomes an opportunity for any
marketer to make the prospective consumer realize their needs if they want to reach to their
desired goal. (Kashyap, 2015)
Fig. 2
BanaSnack has to look for consumers who are motivated to reach to their goal of losing
weight or maintaining themselves well externally and internally. The product will offer them
reach their by making them realize their need to cut down on meal-portions as well as unhealthy
food items that are high in calories and low in nutritional value. A small solar-dried banana
candy without any added sweetener will become their perfect alternative, satisfying their need to
be kept filled for some time avoiding the excess meals and giving them a healthy body.
Marketing Communication Plan
Marketing is the process of presenting the product or service to the consumer, convincing
them in a certain way to purchase it. Through marketing, every organization aims to satisfy the
needs and wants of the consumer by offering them their product or service. A communication
plan, that will inform the customer about the upcoming product or service which will fulfill their
need helping them reach their desired goal. Integrated marketing communication is both a

concept and a process that provides a synergizing effect by giving out various benefits for the
investments made in marketing communications. Researchers have often argued that marketing
communications have been undertaken by global giants as well as SMEs to improve their public
relations, sales promotions and other marketing communications along with advertising.
Organizations have moved towards adopting integrated marketing communications
because traditional ways have become outdated. These communication strategies involve a
message, a medium and a target audience. Often this section is referred to as Public Relation
which works on its guiding principles:
 Brand Alignment – The chosen marketing channel for promoting the product should be
aligned with your brand. It should hold a similar perception as your company does.
 Customer Alignment – Selecting channels where the potential customer is active already
will help in tapping them easily, promoting the product on such channels will get their
attention easily.
 Budget Alignment – It is also necessary that your chosen channel of promotion fits well
to your company’s budget. Trying to tap higher consumer base and spending a lot of
amount may not result in desired fruits but expenses done post analyzing the benefits will
result in better outcomes.
Multinational giants usually adopt a more complex and dynamic integrated
communication plan whereas small company’s prefer to stick to a one or two marketing
channels, helping them stick to their budgets as well as helping them reach the maximum
consumer base they can. (DRAGILEV, 2019)
BanaSnack is a small company that is looking forward to become a multinational giant by
expanding globally so as of now, it should consider only a few marketing channels, most
prevalent in the UK market where it can find its potential buyer easily, thus saving costs and time
but rewarding large outcomes. It will be recommended for such an organization to undertake the
product launch through social media while being in connect with individuals of organization that
promote a healthy lifestyle. These individuals or organizations will help in promoting the product
and the potential customers gaining their attention.

Creating an Integrated marketing plan
1. Understanding the target audience – Understanding the target audience is of utmost
importance because the plan has to remain focused towards a particular group of
individuals.
2. Defining the Unique Selling Proposition (USP) – USP is the core of building a solid
marketing communications plan because it reflects the brand image and conveys your
message to the consumer and the competitors as well. A clear USP ensures the delivery
of a clear and recognizable message.
3. Determining the perfect Communication Mix – The perfect mix of communication
channels that will be used by the organization to convey their message to the target
audience. These communication channels might consist of online advertising, offline
advertising, direct marketing, personal selling, content marketing or sales promotions etc.
4. Branding – Being an important part of the communication channel, it is necessary that
the consumer should feel the presence of your brand at almost every marketing channel.
Though branding is ore about the core of the organization as to what does your company
stands for and how do u expect the people to recognize you.
5. Defining the Success metrics – Deciding the perfect promotion mix, it becomes
necessary to set a right success metrics plan which will determine whether the
organization is abiding by the set objectives. It is also necessary to ensure that the chosen
metrics help to create value for the business.
6. Execution – Once all the steps have been covered, the final part is perfect and careful
execution of the marketing plan that will help in marking a position for the company in
the market that is being entered.
(DRAGILEV, 2019)
Recommendations
BanaSnack has identified its target audience, so now it has to understand the needs and
requirements of the audience which can help them know how the product is to be presented. The
organization has defined an already defined USP but it will require modification as per change of
market and audience. Selling in an Asian market is different from consumer expectation in the

European market. Next, the perfect communication marketing mix has to be done within the
decided budget and since the company is not a global giant, it is highly recommended to use
promotional channels that have the presence of the targeted audience already like online
marketing and sales promotions. Following the marketing mix is branding, through which the
company needs to make a mark on the consumer’s psyche that will happen by marking a
presence over various visual marketing channels, grabbing attention. A business metrics talks
about where does the company actually stands and what are the opportunities that can still be
seized by making a different perception in the consumer’s eye. Execution of the plan has to be
smooth, enabling a successful launch and marketing of the product.
Conclusion
The organization is already established in Thiland, having captured over 50% of the
market with its unique product but expansion means carrying risk along. The risk might reduce if
a detailed analysis is made for executing the launch and marketing of the product in the UK
market. A thorough consumer behavior study and Integrated communication plan for product
launch is necessary and thus, helpful in the smooth presentation of the product in front of the
consumer. Every new organization aims to capture a good market share while entering but it may
not be possible with the presence of high competition. To eliminate such competition affecting
the sales of your product, it is necessary for the organization to present their uniqueness to the
consumer, impelling them to choose your product instead of the competitors, increasing your
market presence, sales, revenue and profitability.

References
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DRAGILEV, D. (2019). Marketing communications strategy: What it is & how to do it right.
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