BUS708D: Healthy Bites Consumer Behavior Analysis Project

This project analyzes the consumer behavior of "Healthy Bites," a company producing healthy burgers. The project begins with an introduction to consumer behavior and its importance, followed by a business overview of Healthy Bites, including its product and target market. The core of the project involves detailed market segmentation (demographic, psychological, behavioral, and geographic), positioning strategies (internet marketing, word-of-mouth, and sales promotion), and perceptual mapping. The project then explores market entry strategies (direct selling and e-business), product life cycle management, brand equity management, and product line management. The conclusion emphasizes the importance of effective business strategies and customer knowledge for the company's success. The project follows the guidelines of a BUS708D Consumer Behavior group project, incorporating all required elements such as segmentation, positioning, and lifecycle analysis. The project also includes a reference list and is structured to meet the requirements of the assignment brief.

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.