MBA404 Consumer Behavior & Marketing Psychology: Kellogg's Analysis

This report analyzes consumer behavior towards Kellogg's products using a survey of 15 participants. The research aims to understand customer perception, satisfaction levels, and purchasing habits related to Kellogg's. The survey explores various factors such as age, satisfaction, nutritional value awareness, willingness to recommend, purchase frequency, perception of cornflakes as a breakfast item, and concerns about sugar content. The analysis indicates high satisfaction levels among customers, driven by taste, nutritional value, and price. A significant portion of respondents are health-conscious and check nutritional values. Most customers are willing to recommend Kellogg’s products, and a majority consider cornflakes a good breakfast option. While taste, price, and nutritional value are key attractions, there's growing concern about sugar content due to rising obesity rates. The report concludes that Kellogg's pricing strategy and perceived health benefits contribute significantly to its positive consumer perception and frequent purchases.

Running head: CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Consumer Behavior and Marketing Psychology
Name of the student:
Name of the university:
Author note:

1CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Executive Summary
Present paper intends to discuss about the perception among the customers towards
Kellogg’s product. An in-depth primary research has been conducted in order to
assess= the durability of Kellogg’s product among the customers. Based on the result, it
can be concluded by saying that, the satisfaction level among the customers is
extremely high and they used to purchase the products in quite frequent. Beautiful taste,
pocket-friendly price and rich nutritional value are acting as driving force behind the
customers to purchase the products. At the same time, the customers are also highly
willing to recommend the products to the others. However, as the rate of obesity is
increasing worldwide, the customers are showing higher concern towards the sugar
content of Kellogg’s product.

2CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Table of Contents
Aim of the research:...........................................................................................................3
Questionnaire:...................................................................................................................3
Selection of participants:................................................................................................5
Gathering data:..............................................................................................................5
Summary analysis of the data:..........................................................................................9
Reference List:.................................................................................................................12
Appendix:.........................................................................................................................13

3CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Aim of the research:
It is imperative to select a proper aim as it supports in giving the research with
proper direction, through which the research can be conducted in a timely and cost
effective manner. Fundamental aim of present research is to analyze consumer
behavior towards Kellogg’s.
Questionnaire:
In a research, questionnaire plays a significant role in understanding the
perception of customers after using a product. The questionnaire of the present
research is as follows:
Question 1: What is your age?
Below 20 years
20 to 40
40 to 50
Above 50
Question 2: How much you are satisfied with Kellogg’s?
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly satisfied
Question 3: Do you check the nutritional value of Kellogg’s?
Always
Often
Sometimes

4CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Rarely
Question 4: Do you recommend Kellogg’s products to others?
Highly willing
Willing
Neutral
Not willing
Question 5: How frequent do you purchase Kellogg’s products?
Once in a week
Once in 15 days
Once in a month
Once in 6 months
Question 5: Do you think that, Kellogg’s cornflakes is the best item for breakfast:
Yes
No
Question 7: Which factor of Kellogg’s attracts you most to buy the product
frequently?
Taste
Nutritional value
Price
All of the above
Question 8: Do you think that Kellogg’s play a crucial role in maintaining healthy
lifestyle?
Yes

5CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
No
Question 9: What type of Kellogg’s products, you like most?
Plain
Flavored
Whole grain
All of the above
Question 10: which of the Kellogg’s product you like most?
Colored
Traditional
Both of them
None
Question 11: Are you concerned about the sugar content of Kellogg’s product?
Yes
No
Selection of participants:
15 participants has been chosen in order to conduct the survey for assessing the
behavior among customers towards Kellogg’s products.
Gathering data:
Question 1
Options No. of
respondents
% of response
Below 20 years 7 47%
20 to 40 3 20%

6CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
40 to 50 2 13%
Above 50 3 20%
Question 2
Options No. of
respondents
% of response
Highly satisfied 8 53%
Satisfied 3 20%
Neutral 2 13%
Dissatisfied 1 7
Highly satisfied 1 7
Table 1: Satisfaction level among customers towards Kellogg's
(Source: Author)
Question 3
Options No. of
respondents
% of response
Always 4 27%
Often 7 47%
Sometimes 3 20%
Rarely 1 6%
Table 2: Measurement of nutritional value of Kellogg’s
(Source: Author)

7CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Question 4
Options No. of
respondents
% of
respondents
Highly willing 7 47%
Willing 4 27%
Neutral 3 20%
Not willing 1 6%
Table 3: Willingness to recommend Kellogg's products
(Source: Author)
Question 5
Options No. of
respondents
% of
respondents
Once in a week 8 53%
Once in 15 days 4 27%
Once in a month 2 13%
Once in 6 months 1 7
Table 4: Frequency of buying
(Source: Author)
Question 6
Options No. of
respondents
% of
respondents
Yes 12 80%
no 3 20%
Table 5: Perception towards cornflakes as the best breakfast item

8CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
(Source: Author)
Question 7
Options No. of
respondents
% of
respondents
Taste 3 20%
Nutritional value 3 20%
Price 2 13%
All of the above 7 47%
Table 6: Factors attracting most
(Source: Author)
Question 8
Options No. of
respondents
% of
respondents
Yes 13 87%
No 2 13%
Table 7: Role of Kellogg's in maintaining healthy life style
(Source: Author)
Question 9
Options No. of
respondents
% of
respondents
Plain 1 7%
Flavored 4 27%
Whole grain 2 13%
All of the above 8 53%

9CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Table 8: Most favorite type of Kellogg’s products
(Source: Author)
Question 10
Options No. of
respondents
% of
respondents
Colored 3 20%
Traditional 3 20%
Both of them 7 47%
None 2 13%
Table 9: Most favorite aspect of Kellogg’s product
(Source: Author)
Question 11
Options No. of
respondents
% of
respondents
Yes 11 73%
no 4 27%
Table 10: Concern towards sugar content of Kellogg’s product
(Source: Author)

10CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Summary analysis of the data:
Based on the entire research, it can be said that, the customers are highly
attracted with Kellogg’s product and are highly inclined towards purchasing the
products. The first question has been asked in order to assess the age of respondents.
There are 47% respondents, who are below 20 years, 20% people were aged between
20 to 40 years. Merely 13% people were there, whose age is merely 40 to 50.
Therefore, it can be said that, the rate of consuming Kellogg’s products is high among
the children and teenagers. The second question is based on analyzing the satisfaction
level among the customers towards Kellogg’s product. 53% customers have said that
they are highly satisfied with the Kellogg’s product while 20% people are satisfied with
the products. 13% of the respondents have remained neutral with the question.
However, merely 7% people have said that they are dissatisfied with Kellogg’s product.
According to the respondents, it can be said that majority of the customers are
extremely satisfied with the product as it is providing them with immense health benefit.
The third question deals with the nutritional value of Kellogg’s product. There are
27% respondents, who have said that, they always check the nutritional value of
products while 47% customers often check the nutritional value of the products. There
are only 20% customer who sometimes measure the nutritional value of products, while
6% customers merely check. The rate of health consciousness among the customers is
rapidly increasing. Therefore, assessing the durability of a product is playing a critical
role in influencing their purchasing decision (Bamossy and Solomon 2016). According to
the Cardinal Utility theory of consumer behavior, the customers are highly intended
towards purchasing those products, which give them with immense satisfaction. The
durability of Kellogg’s product is extremely high due to its nutritional content
(Solomon et al. 2014).
The fundamental aim behind asking the fourth question is to assess the
willingness among the customers towards recommending Kellogg’s product. 47%
respondent have said that, they are extremely willing to recommend other to buy
Kellogg’s. There are 27% respondents were willing to recommend the products. Only
20% respondents have remained neutral about the issue and merely 6% customers

11CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
showed unwillingness to recommend Kellogg’s product to other. Extreme satisfaction is
acting as a driving force among the customers to recommend Kellogg’s among their
friend zone and other social group (East, et al. 2016). The fifth question deals with
frequency of buying products. 7% respondents have said that they buy Kellogg’s once
in every six months, while 13% have said that, they purchase Kellogg’s in every month.
Strikingly, there are 53% customers, who have said that said that, they purchase the
product. Both the quality and pocket friendly price are two of the most important factors
leading the customers to buy the product in such a frequent manner (Gunter and
Furnham 2014). The fourth question intends to assess the accountability of Kellogg’s
cornflakes as a breakfast item. There are 80% customers who have showed positive
response towards Kellogg’s as the best breakfast item, while merely 20% customers
have showed negative perception towards Kellogg’s cornflakes as the best item for
breakfast. Based on the responses, it can be said that beautiful test, high nutritional
value and multiple flavors are the key factors, which are driving such huge range of
customers to buy Kellogg’s products (Foxall 2014).
Question has also been asked to the respondents in order to explore the most
attractive factor of Kellogg’s among the customers. 20% have said that, they prefer the
nutritional value of the products most. In the same way, 20% of the respondents have
stated that taste is one of the most attractive factors of Kellogg’s. On the other hand,
13% of the respondents perceives that pocket- friendly price is driving the customers to
be attached with Kellogg’s for a long time. Contrarily, 47% respondents believe that
taste, price along with the nutritional value are attracting them and thereby leading them
to buy the products. The pricing strategy of Kellogg’s has been made in accordance
with the purchasing power of customers. This is acting as a motivational factor among
them to buy the products. Question number eight intends to evaluate the accountability
of Kellogg’s in order to maintain healthy life style. 87% customers think that, Kellogg’s
cornflakes play a vital role in improving the lifestyle of the customers, while merely 13%
respondents have showed reluctant attitude towards the health benefits of Kellogg’s.
The inclusion of rich ingredients such as corn sugar, fructose corn syrup have
supported in improving the nutritional value of the products. This is one of the major