Consumer Behavior Analysis: Ella's Kitchen and UAE Market

This report provides a comprehensive analysis of consumer behavior, focusing on the impact of culture on marketing strategies, particularly within the context of Ella's Kitchen's potential market entry into the United Arab Emirates (UAE). The report defines culture in consumer behavior, detailing its components like language, values, and religion, and examines how these elements can either support or disrupt a marketing mix. It highlights the challenges Ella's Kitchen might face, such as understanding the target market and brand dilution, and suggests strategies for segmentation, targeting, and positioning within the UAE market, including recommendations for standardization and adoption. The report also addresses key issues in the baby food industry and considers factors crucial for success, such as food safety and packaging. Furthermore, it explores the peculiarities of the UAE market, including its diverse population, cultural nuances, and linguistic affiliations, to provide a comprehensive understanding of the market dynamics and implications for consumer behavior. The report also includes discussions on memory models and market dynamics.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author note

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Table of Contents
Task 1...............................................................................................................................................2
Definition of culture in Consumer Behavior...................................................................................2
Components of Culture in Consumer Behavior...............................................................................2
Impact of culture on breaking marketing mix.................................................................................3
Challenges faced by Ella’s Kitchen in moving into new market.....................................................4
Segmentation, Targeting and Positioning of Ella’s Kitchen in United Arab Emirates...................5
Standardization and Adoption.........................................................................................................6
Key issues relating to baby food......................................................................................................6
Target market characteristics...........................................................................................................8
Peculiarities of UAE market............................................................................................................8
Effect of components of culture on market entry............................................................................9
Conclusion.....................................................................................................................................10
Task 2.............................................................................................................................................11
Atkinson and Shiffrin memory Model in Consumer Behavior.....................................................13
Retroactive inhibition....................................................................................................................14
Rebranding.....................................................................................................................................15
Dynamics of market and implications for consumer behavior......................................................16
References......................................................................................................................................17

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Task 1
Introduction
The report helps in analysis of the different components of the culture along with
identification of different components of the culture that includes religion, food, rituals as well as
customs. The main aim and purpose of the report is to identify the different ways through which
culture can break or make marketing mix that will depend on the sensitivities of each market.
The challenges has to be discussed relating to the culture that can break the marketing mix
depending on different sensitivities of each market.
Definition of culture in Consumer Behavior
Culture is defined as the complex process in the consumer behavior that includes belief,
art, morals as well as other capabilities that is acquired by individuals as the member of the entire
society. There are different inclusions in culture that influences the process of thought and
behaviors of the different individuals. The proper inclusion of the different beliefs is essential in
nature to make the complex process easier in nature (Schatz, Berking and Raybourn 2017).
Components of Culture in Consumer Behavior
There are different components of culture in Consumer Behavior that includes the
following:
Language is one of the components wherein it has two parts namely silent as well as
spoken language.
Value system is the other component wherein the different kind of values shape the life
of the individuals with different standards and norms

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Material Life is the third component that includes different usage of technologies that
can be used in order to produce, distribute along with consume different goods as well as
services
Religion is the element wherein there are different set of community’s beliefs that is
related to the reality that cannot be properly verified empirically
Social Interaction is the other element that requires proper social interactions among the
different individuals, reference groups as well as other extended family.
Education is the other element that is necessary in nature and this is one the major
vehicles in channeling from one generation to the next generation
For instance-In different fields, the culture plays a major role in the consumer behavior
wherein there are partialities among different religions and this can have huge impact on the
marketing mix of the company as well. There are different issues relating to the status of the
individuals as well, wherein differences are made relating to the gender, as there is gender
biasness.
Impact of culture on breaking marketing mix
There are different impacts of the culture on the breakage of the marketing mix of Ella’s
Kitchen that is one of the leading Scottish baby food manufacturers in The United Kingdom.
There are different norms along with values that affect the patterns of the buying of the
consumers and this includes the different cultural values along with different norms for
appropriate behavior as well.
There are different ethics that has to be maintained by the Elle’s Kitchen, as this will help
them in analyzing the different culture of the individuals in the entire market. The marketing mix

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that includes place, people, process, physical evidence, product, price along with promotion has
to be considered in such a manner that this will help in solving such issues. The culture has to be
analyzed properly as this can help in understanding the patterns of the buying of the consumers
as well. The culture can create huge impact through these different ways in analyzing the
behavior and patterns of buying of the consumers.
Challenges faced by Ella’s Kitchen in moving into new market
There are different challenges that can be faced by Ella’s Kitchen while entering into new
market of UAE from the United Kingdom as there are issues that can be faced by them. The
different issues are discussed as follows:
It is difficult for Ella’s Kitchen in analyzing along with identification of target market in
United Arab Emirates. There are different other markets in the UAE wherein that offers
different products and services. There are different tastes and preferences of the
customers are difficult to understand in different market, as there can be gap in the
communication process. This can be difficult for Ella’s Kitchen to properly analyze the
market as there will be issues relating to the culture of the individuals
There can be dilution of the power of the brand name for Ella’s Kitchen as due to the
usage of internet as well as other forms of entertainment, it has been that there is different
kind of culture that is followed in United Kingdom and it differs from United Arab
Emirates. It will be long as well as expensive process for Ella’s kitchen to gain the trust
of the different customers in the competitive market. As there are different, other local
companies that produce same kind of baby food products in the market and this can have

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huge impact on the respective company that is moving to UAE (Trarbach, Schosser and
Vogt 2017).
Segmentation, Targeting and Positioning of Ella’s Kitchen in United Arab Emirates
The proper segmentation, targeting and positioning can help in determining the different
kind of consumers who exist in the competitive market. The segmentation helps in finding out
the different consumers who are price sensitive in nature as this will help in analyzing the target
market in United Arab Emirates (Maranges, Schmeichel and Baumeister 2016). Proper
ascertainments have to be made in order to understand the different kind of consumers that exist
in the market. Ella’s Kitchen requires segmenting the different group of customers in the
competitive market and different marketing mix strategy has to be implemented by the company
as well. the individuals who are targeted are the ones who are middle level group income
individuals.
After segmentation, proper targeting is required to be done by Ella’s kitchen that will be
based on the different classes as well as groups (Hinner 2016). The respective company has to
develop different strategies that will be helpful, as this will help in making the target market
useful in nature. The Ella’s kitchen requires adopting and targeting the middle class individuals
in the entire competitive market, as this will help the different individuals to pay fewer amounts
for buying the same kind of baby food products in the market (PALA and GANGASHETTY
2016).
Lastly, proper positioning is required to be done by Ella’s kitchen in order to make the
normal and middle-income group employees as the brand ambassadors. This will help the
respective company in using different promoting strategies that s required in order to advertise

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the different products that will help in increasing the reputation of the entire brand as well in the
entire competitive market (Isaac and Poor 2016).
Proper segmentation, targeting and positioning is required to be done by the respective
company, as this will help the company in implementing different strategies that is required to be
adopted by Elle’s Kitchen (Schlesinger et al. 2014).
Standardization and Adoption
Proper standardization as well as adoption is required to be adopted by Elle’s kitchen, as
this will help in development of technical standards that will help in maximizing the
compatibility and repeatability in the market as well (Ratnayake and Broderick 2014). Proper
innovative strategies has to be adopted by Elle’s Kitchen as this will provide them with proper
structured along with reliable data and this will help in proper implementation of innovative
strategies as well.
On the other hand, adoption is necessary to be acquired by Elle’s Kitchen in the entire
UAE market, as this will help them in adopting the standardization techniques or the innovative
strategies. This is required in solving different issues and this will help the respective company
in developing proper strategies that will increase their sales in the competitive market as well.
The respective company has to adopt such innovative strategies that are not costly and this can
help in saving time as well for the company in the future.
Key issues relating to baby food
There are different issues relating to the baby food are as follows:

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The standard of food is not maintained at times as this can be a major cause that can
create huge impact on the baby food products
The packaging is done properly at times with the different food items n the market as this
can spoil the food that has been delivered to the retail stores and then the customers
There are times when lead is mixed with other harmful chemicals while preparation of
food as this can have huge impact on the food that will be consumed by babies or
toddlers (Kongcharoen 2015)
The places where in the food are prepared and packed is not clean and the food can be
contaminated as well. No proper as well as effective strategies are not used as this will
affect the health of the individuals.
Factors to be considered
There are different factors that have to be considered, as this will help in solving such
issues in the different baby food and beverage industry are as follows:
When the company is preparing the food, it is essential for them to clean the different
materials and the utensils that are used while preparation of the food. This is necessary as
this will help in preventing contamination of the food and this is a safety measure that can
be taken as well (Liu 2015)
Furthermore, proper sanitizing the utensils is necessary and it is required to be done, as
this will help in preventing the food from becoming contaminated. Proper packaging is
required to be done as this will help in preparation of food in an effective manner

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Target market characteristics
The age group requires to be the toddlers to 2-3 years children as they are the main target
customers along with mothers
The location or the demographic location requires to be located centrally as this will help
in reaching out to the different customers against the competitors (Lee, Lockshin and
Greenacre 2016)
Peculiarities of UAE market
The Gulf States have diverse population with the highest rate of migration rate in the
entire world. This is the peculiarity in the UAE market and this can have huge impact on
reducing the imbalance between the entire population (Ruppert 2015)
Secondly, there is cultural diversity in the UAE market as there are different religions
such as Islamic religion that can help in generating comprehensive understanding of
different religions (Riener 2017)
The language is the third element that is necessary and is different from other countries.
They speak Islamic language and this is different from other languages, however there is
unity among them
The political characteristics differs from other countries as there is less democracy in the
UAE market other than different countries (van Ravenzwaaij, Provost and Brown 2017)
The location and geography of UAE covers more than 32,278 and this will help in
differing from other countries as well
Linguistic Affiliation is the other peculiarity in the UAE market as the different
languages in the market helps in providing importance to different languages in same
manner (Weinert, Maier and Laumer 2015)

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The different promotional strategies are different and this helps them in being different
from other countries
The cultural traits are different from other countries wherein the culture of the different
individuals are different and in UAE market, they accept different cultures in an efficient
manner
The commercial characteristics differs from other nations as the different advertisements
vary from other nations and the advertisements are not similar like other countries as well
Lastly, the promotional activities are different as they do not use costly techniques of
advertisement techniques in promoting the different products and brands
Effect of components of culture on market entry
Language is the barrier that can affect the market entry as when the consumers are buying
and they do not have proper understanding about the markets wherein they are dealing
Secondly, religion is other component that can affect the market entry as the set of beliefs
will be different in nature in different countries (Gunnell 2017)
Thirdly, aesthetics is the other component wherein perceptions and ideas differ from one
another and this can have huge impact on market entry
The social interaction is the component wherein the reference groups and family can be
different from one another
Lastly, value system will be shaped on the standards and norms of individuals and this
can vary in different places

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Conclusion
Therefore, it can be concluded that the culture plays an essential role in the market entry
as well as on the marketing mix. The components of culture have to be ascertained as this helped
in analyzing STP in an effective manner.

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Task 2
Memory and Forgetting are the perceptual constructs that have huge role to play in the
recognition of brand as well as in maintaining proper effectiveness in the brand loyalty as well.
Proper marketing communication is essential in nature and this will help in the process of
learning in analyzing the tastes. The memory plays an essential role in the decision making
process of the individuals by affecting the perception along with recalling information of
marketing as well. The different consumers use such information knowingly and unknowingly to
prepare myriad of decisions ranging to analyze the ability of the customers in making different
decisions.
Memory and forgetting plays, a major role in the decision making process of marketing
that will help in analyzing the three different factors that are as follows:
The actual impact that the memory structure of the consumer has evaluation of the
information that is generated from marketing
The role that includes the involvement of the consumers has on the recall as well as
influence of the message related to marketing (Nghiêm-Phú 2017)
The entire affect that the interference from different competing brands that are similar in
nature and has effect on the ability of the consumers to remember the information of the
specific brand
The proper recognition of brand is essential in nature, as this will help in making the
brand popular in nature and this will help in increasing the effectiveness of the brand as well as
the communication in marketing. Atkinson and Shiffrin proposed a model wherein memory

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plays an essential role, as there are different stages that work together with the help of one
another.
Figure 1: Memory and Forgetting Model
(Source: Zhao et al. 2014)
From the above diagram, it can be analyzed that there are three different components that
plays a major role in human memory that are as follows:
Sensory register wherein the information related to sensory enters the memory
Short-term store that receives along with holds the input from long term store and sensory
register (Tsai 2017)
Long-term store wherein the different information that has been rehearsed in short term
store is held in an indefinite manner. There can be loss of information through
interference

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Atkinson and Shiffrin memory Model in Consumer Behavior
The Atkinson and Shiffrin model is the theory relating to the human memory that was
proposed by Richard Shiffrin and Richard Atkinson in the year 1968. The entire model helps in
breaking the model into three different theories that are as follows:
Sensory memory that helps in taking huge amount of information through different
senses and there are information that is not attended immediately is saved in the sensory
memory (Nelson and Redden 2017)
Short-term memory is retained by the senses that can be used long enough to be used.
The short-term memory lasts for less than 30 seconds unless the entire information is
attended within the actual timeframe.
Similarly, the long-term memory refers to the information was processed and learned in a
fast manner. There will be no loss of memory in LTM and there will be equal space for
both new as well as old memories
Figure 2: Atkinson and Shiffrin memory Model in Consumer Behavior

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(Source: Zhao et al. 2014)
Proactive inhibitions
This is known as proactive interference that is proper aspect of interference in the process
of learning. This helps in describing the increased difficulty related to learning or remembering
few words in a different kind of context (Zhao et al. 2014).
For instance- This can occur with the different telephone numbers wherein while
recalling a new phone number, then the old number could proactively interfere with the recalling.
The strength of the theory is it is intuitively correct as when people can think of different times
wherein interference in both the directions has occurred simultaneously. However, on the other
hand there is limitation wherein there is limited scope as the theory lacks recall when the
information is in similar kind of format and the poor ecological force wherein there is problem
with the validity that will provide support to the theory (Gruber and Schlegelmilch 2014).
Retroactive inhibition
This is defined as wherein the recent information gets in the way of trying to recall the
different and old information. A proper example will be wherein the calling the old boss
by the name of new boss. The new name will retroactively interfere with the old one that
is problematic in nature to recall.

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Figure 3: Multi Store Model
(Source: Wang and Wise 2016)
Rebranding
Similarly, in case of Unilever has changed brand name of the household cleaning cream
from “Jif to Cif” and in the year 1990, “Opal Fruits became Starburst”. These kind of constructs
that has been made in the two famous brand names help in understanding the marketing
planning. Proper construction and rebranding is essential in nature as this will help in making the
product popular in nature and this will help in launching a new figure of the particular product as
well (Dwyer, Hogan and Stewart 2014).

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Gold star became LG electronics in the year 1995 in the month of February that involves
a methodical process of proper strategy along with marketing communication that is required.
This is a complex process, however proper ascertainments are required to be made as this will
help in making the brand popular and attract customers as well. the particular LG electronics
company has gone through the rebranding of the company name and there has been no such
rebranding regarding the products as well (Wang and Wise 2016).
Dynamics of market and implications for consumer behavior
Due to the rebranding of the entire company, the respective company LG electronics has
been competitive in nature and there has been huge generation of the revenue as well in the
entire market (Cantallops and Salvi 2014). The consumer behavior has changed and there have
been huge sales in LG electronics in comparison to the other competitors in the entire market.
The memory and forgetting has huge role that has played huge role in influencing the behavior of
the consumers in the entire competitive market. The profit and sales has increased to a huge
extent and this created huge impact on the sales of the goods and services as well.

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