MBA404: Analyzing Consumer Behavior in Devondale Milk Marketing

This report provides a detailed analysis of consumer behavior towards Devondale Milk, an FMCG product. It examines the company's current marketing strategies, including product, place, price, and promotion, and evaluates their effectiveness in maintaining customer loyalty. The report identifies key factors influencing consumer purchasing decisions, such as brand name, quality, price, and availability. It highlights the importance of taste, price, and promotional activities in attracting and retaining customers. The analysis reveals that while a significant portion of customers appreciate the taste of Devondale Milk, a considerable number are influenced by price and convenience. The report also addresses the challenges faced by the company due to increasing competition and declining customer loyalty. Based on these findings, the report offers strategic recommendations to improve marketing communication, enhance customer engagement, and increase repeat purchases. Desklib provides a range of resources including similar reports and solved assignments to aid students in their studies.

Running head: MARKETING CONSUMER BEHAVIOUR
Marketing Consumer Behavior
Name of the Student:
Name of the University:
Author’s Note:

2CONSUMER BEHAVIOUR
Executive Summary
FMCG are the most well known products that are often used b y the customers in this modern
day scenario. This is mainly because life has become very fast and people all over the world are
mainly in search of the products that can make their life easier and fast. Milk is one such product.
The company called Devondale milk is one of the leading dairy firms working in Australia. They
mainly aim at providing best quality milk and milk products of their customers. However there is
a very big competition that has come up in this modern age. All the competitors are using the
best possible methods to increase their production. It is for this reason that the repeat purchases
are becoming less. Thus the company has to make sure that they are being able to use all the best
methods in order to keep their sales at the maximum level.

3CONSUMER BEHAVIOUR
Table of Contents
Selected FMCG Product Overview.................................................................................................4
Critical Analysis..............................................................................................................................4
company’s current marketing..........................................................................................................4
Company’s current marketing strategy............................................................................................4
Product.............................................................................................................................................5
Place.................................................................................................................................................5
Price.................................................................................................................................................5
Promotion.................................................................................................................................6
Marketing communication mix........................................................................................................6
Discounts and Promotions...............................................................................................................6
Public Relations...............................................................................................................................7
Personal Selling...............................................................................................................................7
Strategic Recommendations............................................................................................................7
References........................................................................................................................................9

4CONSUMER BEHAVIOUR
Selected FMCG Product Overview
The FMCG products are one of the very important and essential items that the consumers
need in their day to day loves. It is for this reason that all the industries working in and around
the worlds are trying their level best to apply the best and the advanced kinds of technologies for
giving a boost to these products. One such product is the milk and the milk –products. In this
modern day scenario people all over the world are highly alert about health conditions. Thus,
they are trying their level best to make sure that the consumers are getting a proper quality and
the quantity of food products. The FMCG products are the fast moving consumer goods that can
be used by the people in a very easy to access way. The FMCG product that has been dealt with
in the last assignment is the packaged milk product called the Devondale milk. As far as the
research that has been conducted it is seen that the customer were mainly fond of this product
because they got a very good taste from the same.
However some of the customers might also be interested in purchasing the product as
they are attracted towards the packaging, price, and creative nature of the advertisements’. As far
as been seen from the last and the previous assignments the 40 percent of customers like the
Denoivale milk over the other products like the Tatura Milk as they feel that the taste of this
brand is much better. However it is being seen that over the last few years the customers have
not been able to repeat their purchases because of the fact that the number of customers have
reduced in general. In particular there have not been any kinds of repeat purchases as well.

5CONSUMER BEHAVIOUR
Critical Analysis
Company’s current marketing
As per the opinion of Fan, Lau and Zhao (2015), the consumers are influenced by many
parameters before they actually want to purchase a product. Same is the case with the company
called Devondale Australian Dairy. Some of the important parameters that mainly influence the
customers in making their buying behaviors are as Brand name • Quality • Price • Easy
Availability • Quantity • Package • Trade Name • Date of manufacturing • Transparent •
Affordability. Arnold and Boggs (2015) is of the opinion that this company actually pays a huge
importance to all these fields. Waisbord (2018) is of the opinion of threat this company has paid
huge importance to the quality of the products. This is the first basic thing that they have
undertaken. They have made an in depth research and development method in order to make sure
that they are being able to cope up with the consumption pattern and the demands of the modern
group of the customers.
Company’s current marketing strategy
The current marketing strategy that is being used by the company is as follows-
Product
The company makes sure that they are being able to provide a wide variety of products to
their customers. As per the opinion of Ziliani et al. (2019), they have been able to provide a wide
range of products like the cheese, cream skim, butter and many other products. Fan, Lau and
Zhao (2015) had also supported saying that the first and the basic parameter that the company

6CONSUMER BEHAVIOUR
has emphasized upon is to provide a purely healthy and tasty product. The fact must be noted
here that only 55 percent of the consumers say that they are inclined towards the taste of the
product. However it is just one half. The rest half of the customers do not say that they are
making purchases of this brand because of the taste. Thus the taste needs improvement.
However this might affect the Attitude of the customer in a negative way. Bahl and Chandra
(2018) is of the opinion that some customers might like to get boost on the quantity and not only
on the quality of the products. Thus the company has to make sure that they are paying proper
importance to the attitude of the customers so that they can actually make a huge appeal to all the
customers belonging to all the different groups of the society.
Place
This company mainly makes sure that they are making their products available to all the
people living in the different parts of the world. Massingham and Pomering (2017) is of the
opinion that there are some kinds of premium products that might be available only in some
kinds of selected stores. This will naturally be easier and also tough for the customers living in
regions that are near to the stores where the company is selling their products. The culture and
the social class of the customers can also be harmed in this manner. However, this must be noted
that the stores of the products and the online availability of products are not properly developed.
It is for this reason that the customers located in the remote areas are not able to value their
products. This is affecting the customer loyalty is a very negative way. This is mainly because of
the fact that some consumers might not be able to travel to some of the places where the stores
are located. Ziliani et al. (2019) is of the opinion that there might be some products like the
premium cheese, cream items and others that are most liked by the people. It is for this reason

7CONSUMER BEHAVIOUR
that they might get some hurdles in buying the products from the different places. Thus the
company must start setting up their stores at places that are convenient for all.
Price
As has been seen from the last assignments they have been seen that a large portion if the
consumers do not really prefer the Devondale brand of milk over the other brands for the taste
The difference is mainly because of the fact that they are attracted towards the consumption of
this particular brand because of the taste. The consumers are of the opinion that they are mainly
fond of this brand of milk due to the taste over the other brands like the Tatura Milk, Bega, a2.
However a much lesser percentage like 20 percent are of the opinion that they are fond of this
brand of milk due to the flexibility that they are getting on terms of the price. Thus it can be said
that the personal buying decision-making processes. The price is not evenly distributes., In
other words, some products are available at an affordable price whereas the other products
(particularly the premium products) are placed at a high price. It is for this reason that the
customers from the medium or the low income groups are not able to make their
purchases.
As the competition is increasing very rapidly there is a chance that the other competitors
might, make an entry into the market and attracts the attention of the customers by providing
huge discounts and offers. This will make the customers feel that they will be at a profit of they
can make their purchases from the rest of the other firms that are coming into the market. It is for
this reason that the company must start working over the price that they are setting for their
products. Apart from this they will also have to set many discounts and offers so that they can

8CONSUMER BEHAVIOUR
keep their customers interested. It is a known fact that in this modern scenario the customers will
naturally look for some advantages and some discounts. Thus they will naturally get inclined
towards products that will give them some added additional advantages.
Promotion
The sales promotion must be taking place in totally ethical and sensitive manner that
might attract all the people towards the products. This will mainly include the different tools and
implements that will help the organization to make their products get properly promoted in the
market. In order to do this, they have to make sure that they are using the right kinds of tools and
implements for the promotion of their products in the market. There are many kinds of
promotional methods like the advertising, personal selling and other such mediums. These will
help in conveying the usefulness of their products to all their customers. The promotions of the
company are not done properly. In other words, the advertisements are not properly well
developed. Thus, the com any must make sure that they are developing some strategies for
advertising their products properly.
Marketing communication mix
Advertising is one of the major tools through which the company can actually reach out
to their customers. The advertising mainly includes a particular message that helps in the
promotion of their products. In this modern scenario all the people are looking for the health
benefits in the products before they are actually making their decisions to buy such products. The
company has to make sure that they are making the proper kinds of advertisement for their
targeted customers. They have to make sure that they are advertising their products in a proper
way so that is doing not hurt the emotions or the sentiments of any of their customers.

9CONSUMER BEHAVIOUR
Discounts and Promotions
This is one of the very essential aspects that the company has to focus upon. In order to
make sure that they are being able to retain their customers they have to offer some kinds of
additional advantages. The customers will naturally look for some added advantages like
discounts, seasonal offers and other such methods. Thus, the company has to use many ads in
order to show their customers that they are giving some kinds of coupons and deals so that the
customers can buy the products at a much cheaper rate.
This will also help them to make many repeat purchases in order to get these coupons
many times. This will also help the company to make sure that they are being able to get some
kinds of repeat purchases or repeat customers.
Public Relations
This is also much similar to the kinds of advertising that the company is carrying on.
They have to make their products known among all their customers by using the mass media
methods. In this modern 1st century people all over the world are associated with the media on a
much deeper way than any other means. It is for this reason that they have to make their PR tam
very strong. They have to make sure that they are trying to build up a very good connection with
their customers in order to make sure that the customers are being able to maintain a peaceful
relationship with the organization.
Personal Selling
Personal selling is one of the good methods for carrying on this business. There are many
customers who want some kinds of flexibility in their shopping experience. As a result of this,

10CONSUMER BEHAVIOUR
the company has to make some kinds of personal selling methods. They must be able to appoint
some selling persons or sales representatives who will be able to carry on the door to door selling
methods. This will help them in inspiring their customers. The customers will be able carry on
repeat purchases in order to make sure that they are getting the same kinds of perks and
advantages. This will help the company in making sure that they are being able to make their
customers have a good memory or experience while they are making their purchases.
Strategic Recommendations
The company is doing well in the current business. However they have to upgrade
themselves in order to make sure that they are not falling back in anyway. They have to make an
extensive use of the modern methods of marketing. This will help them to connect with their
customers in a proper way.
 The organization will try their best to develop their presence on the online media
sites. Online advertisement is one of the key methods that must be used by the
people of the modern business organizations so that they can very easily connect
with the customers of the different age groups. This must be kept in mind that the
people of the modern age are very active on all the social media sites. It is for this
reason that the company must make it a point to stay connoted with their
customers via all the social media apps.
 The company must try to focus over their pricing strategies of they want to work
over the repeat purchases. In order to do that they have to make sure that they are

11CONSUMER BEHAVIOUR
providing their customers with the discounts and the seasonal offers that will
always help them to stay properly attached with this brands.

12CONSUMER BEHAVIOUR
References
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Bahl, S. and Chandra, T., 2018. Impact of Marketing Mix on Consumer Attitude and Purchase
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allied areas (refereed), 11(1), pp.1-11.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business intelligence
through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
Islam, M., 2018. ’Impact of Promotional Elements on Brand Repurchases: A Study on Walton
Brand’.
Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The effects of products’ aesthetic design
on demand and marketing-mix effectiveness: The role of segment prototypicality and brand
consistency. Journal of Marketing, 81(1), pp.83-102.
Massingham, P.R. and Pomering, A.A., 2017. Introducing Knowledge Management to the
Marketing Mix.
Poljić, M., Tešić, D. and Košutić, N., 2018. Participation of digital promotion in the promotional
mix of small enterprises. Strategic Management, 23(4), pp.32-39.
Subramanian, S. and Monisha, M.R., 2016. A study on E-promotional activities of online
shoppers in Chennai. International Journal of Research in IT and Management, 6(11), pp.96-
102.
Waisbord, S., 2018. Family tree of theories, methodologies, and strategies in development
communication. Handbook of Communication for Development and Social Change, pp.1-40.