Consumer Behavior Analysis: Tropicana and Huawei Case Study

This report delves into consumer behavior, examining how marketing strategies can influence consumer choices. The report analyzes consumer behavior through the lens of Tropicana Twister and Huawei smartphones, exploring product knowledge, purchase knowledge, and consumer interviews. The report proposes a marketing event (Evening Jogathon) to align Tropicana Twister's values with consumer preferences. It further explores consumer behavior aspects like self-knowledge, persuasion knowledge, and usage knowledge. The analysis includes five consumer interviews regarding smartphone purchases, providing insights into brand preferences, product features, and purchasing decisions. The report utilizes references from marketing and consumer behavior literature to support its analysis and recommendations.

CONSUMER BEHAVIOR
Student’s Name
Subject
Date

Question one
An Evening Jogathon will be used to achieve the objective of conveying the idea that
Tropicana Twister’s specific values are congruent with consumption specific value. This will
be conducted on a Friday evening where an assembly point will be established at a central
part of the city. This time is convenient as the majority of the people are leaving their offices
and looking for an activity to engage in that gives them the freedom or the pleasure as they
engage in an active life1. The central open place will be heavily branded with the Tropicana
Twister’s colors and logo. Many bottles of the various flavors available will be displayed.
There shall be an event Jogathon coordinator who will welcome new entrants as he gives the
direction of the jogathon. As they come in, they will be gifted with a bottle of their preferred
flavor.
The coordinator will also be keen to thank participants for taking part in an activity
that not only promotes their health but also gives them the privilege of being in the company
of other like-minded people as they enjoy the juice has not only refreshing taste but also real
nutritional value2.
1. Alan R., Philip Kotler, and David Parker. Strategic marketing for non-profit organizations. Upper
Saddle River, NJ: Pearson/Prentice Hall, 2008.
2. Keller. "K.(2012)." Marketing management 13.

Question Two
Product Knowledge
With product knowledge, a company ought to invest in consistent training of its
representatives. The promotional or informational brochures could also come in handy. The
representatives should also be encouraged to see the value of using this brand from which
they can share their experiences- product knowledge as they engage with potential buyers3.
Purchase Knowledge
Purchase knowledge refers to how a buyer can understand the pricing of various
brands over a period by carefully studying the patterns of pricing. It would be quite a
challenge to persuade such a buyer, but a company could capitalize on the product-specific
value as well as consumption specific value to crack down the hard buyer4. The idea here is
in the specific value that Tropicana Twister has on the body.
Consumption and Usage Knowledge
This would mean stocking these juices in the shops that are near offices to ensure the
consumers have it readily and to also ensure its visibility through the sites that they are likely
to visit somewhere during the afternoon.
Persuasion Knowledge
Twister can collaborate with another non-competitor, say a cookies’ company
whereby they two brands can be sold out together at a rather subsidized price compared to if
they were to be sold separately5.
Self-Knowledge
Self - knowledge entails how the consumer understands him/herself regarding tastes
and preferences. The tastes and preferences, in this case, refer to that of brands in the market.
Tropicana Twister would have to narrow down to their potential target groups and learn
them. This means understanding their patterns and their spending habits6. With this
understanding, then the right more targeted marketing strategy will be designed to have more
sales from a more targeted market.
3. Teichert, Thorsten A., and Katja Schöntag. "Exploring consumer knowledge structures using
associative network analysis." Psychology & Marketing 27, no. 4 (2010): 369-398.
4. Arnett, Dennis B., and C. Michael Wittmann. "Improving marketing success: The role of tacit
knowledge exchange between sales and marketing." Journal of Business Research 67, no. 3
(2014): 324-331
5. Boerman, Sophie C., Eva A. Van Reijmersdal, and Peter C. Neijens. "Sponsorship disclosure: Effects
of duration on persuasion knowledge and brand responses." Journal of Communication 62, no. 6
(2012): 1047-1064.
6. Leon G. Schiffman and Joseph Wisenblit, Consumer Behavior(Upper Saddle River, NJ:
Pearson Education, 2019).

Question Three
Interview 1
Interviewer: You just bought a new phone. What model is it?
Respondent: It is Huawei Mate 20 Pro
Interviewer: The latest brand in the market. How different is it from your older phone?
Respondent: It has a larger internal memory 6GBs that I need for my class projects, and the
internet speed is super fast.
Interviewer: There are others with the same memory, why settle on this?
Respondent: That’s right, but I feel this is more affordable and I like the feel and the unique
color
Interviewer: Does it serve the purpose?
Respondent: Yes it does. I love it. The speed is fast. I can edit my vlogs and upload them
almost instantly.
Interviewer: How is its consumption of internet bundles?
Respondent: It is reasonable and I have not seen any difference anyway
Interviewer: How long do you intend to stay with it?
Respondent: As long as it serves my purposes unless I get a better deal
Interview 2
Interviewer: Wow! That’s a nice phone!
Respondent: Yes it is. It is a Huawei Mate 20 Pro. Take a look.
Interviewer: It is sleek and very light. I like the color and the shape. They are unique. What
did you decide to buy this one?
Respondent: It has high-security features. It has a finger sensor and faces recognition app.
That gives me the peace of mind that my phone cannot be tampered with.
Interviewer: Is it only the security feature that attracted you to it?
Respondent: Yes mostly and its relatively low price. But I have also fallen in love with its
quality of pictures

Interviewer: How long do you intend to keep it?
Respondent: First I want to sell off my old one. As soon as I have understood the features of
this new one, I will sell off the other one.
Interview 3
Interviewer: Why did you buy a new phone, the other one was still in good shape?
Respondent: Technology is dynamic. I cannot stay with a phone for more than one year. I
had to update to the latest model.
Interviewer: I see it is the same model as your last one. How different is it from the old one?
Respondent: First, it has a superfast internet speed, 4G and the storage capacity is twice my
older one.
Interviewer: How much more did it cost you?
Respondent: For me, that do not matter, what matters is that I can see the value in the amount
I spent.
Interviewer: Were there other options of models going for the same amount? What makes
this one stand out for you?
Respondent: I did try to get other models going for the same price, but none matches this
one. They are an older version or have lesser features as this. I believe I made the right
choice.
Interviewer: So will you also sell out this one after one year?
Respondent: It will depend on when a better version of this model is released in the market.
Interview 4
Interviewer: Hey, you already bought a new phone?
Respondent: Yes. I told you I would after the window shopping we went to.
Interviewer: Which model did you settle for?
Respondent: It was a tough choice, but with the budget I had and the specifications I was
looking for, I settled for Huawei Mate Pro 20.
Interview 5

Interviewer: Look at that phone. The shape, color and its light in weight.
Respondent: I like your description. That’s exactly what caught my eye.
Interviewer: Are those the only reasons why you bought it?
Respondent: Not exactly. Those are additional reasons why I bought it. I bought it most
important for the storage capacity it has. I can store as many high-quality pictures as I want.
The camera quality for both the rear and the front cameras are top notch. Now, I do not have
to carry my camera all the time. I can shoot a video or take images with as high quality as a
professional camera.

References
1. Andreasen, Alan R., Philip Kotler, and David Parker. Strategic marketing for
nonprofit organizations. Upper Saddle River, NJ: Pearson/Prentice Hall, 2008.
2. Kotler, P. Keller, and Lane Keller. "K.(2012)." Marketing management 13.
3. Teichert, Thorsten A., and Katja Schöntag. "Exploring consumer knowledge structures using
associative network analysis." Psychology & Marketing 27, no. 4 (2010): 369-398.
4. Arnett, Dennis B., and C. Michael Wittmann. "Improving marketing success: The role of tacit
knowledge exchange between sales and marketing." Journal of Business Research67, no. 3
(2014): 324-331.
5. Boerman, Sophie C., Eva A. Van Reijmersdal, and Peter C. Neijens. "Sponsorship disclosure:
Effects of duration on persuasion knowledge and brand responses." Journal of
Communication 62, no. 6 (2012): 1047-1064.
6. Schiffman, Leon G., and Joseph Wisenblit. Consumer Behavior. Upper Saddle River, NJ:
Pearson Education, 2019.