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studyofNescafe
ConsumerBehaviorofNescafeuser
Thisdocumentexplainsvariousfactorsinvolvesindecision
makingofNescafeuser
OmarGhani10E0009
6/26/2011
Contents
Abstract.........................................................................................................................................................4
ConsumerBehaviorProcess.........................................................................................................................5
ConsumerBheaviorProcessschematic....................................................................................................6
ConsumerProfile..........................................................................................................................................7
ExternalInfluences........................................................................................................................................8
Culture.......................................................................................................................................................8
Language...............................................................................................................................................9
Demographics.......................................................................................................................................9
Population.............................................................................................................................................9
Agestructure.........................................................................................................................................9
Urbanization..........................................................................................................................................9
Ethnicgroups........................................................................................................................................9
Religions................................................................................................................................................9
PercapitaIncome.................................................................................................................................9
Values..................................................................................................................................................10
Subculture...............................................................................................................................................11
SubcultureofNescafeuser................................................................................................................11
Demographicfactor................................................................................................................................11
Economicenvironment.......................................................................................................................11
Politicalenvironment..........................................................................................................................11
Socialclass...............................................................................................................................................12
NescafeSocialClass............................................................................................................................12
Family......................................................................................................................................................12
Marketingactivities................................................................................................................................12
InternalInfluences......................................................................................................................................13
Perception...............................................................................................................................................14
Exposure..............................................................................................................................................14
Memory...................................................................................................................................................19
Learning...................................................................................................................................................20
2
Motivation...............................................................................................................................................21
LatentandManifestMotivesinpurchaseofNescafe........................................................................21
Personality..............................................................................................................................................22
Emotion...................................................................................................................................................23
Attitude...................................................................................................................................................24
SelfConcept&Lifestyle.............................................................................................................................25
Nescafesmarketingcampaign...........................................................................................................26
NeedsandDesires......................................................................................................................................27
ConsumerDecisionProcess........................................................................................................................29
Situation..................................................................................................................................................29
Problemrecognition...............................................................................................................................30
MarketingStrategyandProblemrecognition:...................................................................................31
InformationSearch.................................................................................................................................31
AlternateEvaluation...............................................................................................................................32
OutletSelectionandPurchase................................................................................................................33
Postpurchasebehavior..........................................................................................................................33
ExperiencesandAcquisitions......................................................................................................................34
Summary.....................................................................................................................................................36
Abstract
Marketersattemptstoinfluencethewayconsumersbehave.
Theseattemptshaveimplicationsfortheorganizationsmaking
themtheconsumertheyaretryingtoinfluenceandthesociety
inwhichtheseattemptsoccur.Weareallconsumersandweall
aremembersofsociety,soconsumerbehavior,andattempts
toinfluenceit,arecriticaltoallofus.Thisprojectisdesignedto
provideanunderstandingofconsumerbehavior.This
understandingcanmakeusbetterconsumers,better
marketers,andbettercitizens.
ConsumerBehaviorProcess
Consumerbehavioristhestudyofconsumersandtheprocessestheyusetochoose,use
(consume),anddisposeofproductsandservices.Allmarketingdecisionsarebasedonassumptions
andknowledgeofconsumerbehavior.Understandingconsumerbehavioriscriticaltomarketersso
theycanuseitto:
Providevalueandcustomer
satisfaction.
Effectivelytargetcustomers.
Enhancethevalueofthecompany.
Improveproductsandservices.
Createacompetitiveadvantage.
Understandhowcustomersviewtheirproductsversustheircompetitors'products.
Expandtheknowledgebaseinthefieldofmarketing.
Figure1
Asfigureshowsconsumerdecisionprocessisaffectedbyinternalinfluences,externalinfluences,
lifestyle,selfconcept,needsanddesires.Furthermoreexperienceandacquisitionseither
strengthenorreorganizesconsumersexternalandinternalinfluences.Understandingconsumer
behaviorofatargetmarketisheartofmarketingstrategyasentirestrategyandmarketingmix
revolvesaroundfavorablebehavioroftargetconsumer.
InthisreportwewillidentifymajorinfluencesthatonesingleconsumerofNestleNescafefaces,his
lifestyleandselfconcept,needsanddesiresaswellashisdecisionprocess.Attheendofthisreport
wewillalsodiscussmarketingstrategyofNescafeinthelightofconsumerbehaviorofitstarget
market
6
ConsumerProfile
Name:MohammadAzam
Age:33
Education:B.Com
Nationality:Pakistan
PresentAddress:XXXXX,Lahore,Pakistan
MobileNo:0300XXXXXXX
Gender:Male
MaritalStatus:Married
Dependents:Parents,Wifeandason(4Yearsold)
Occupation:Businessman
MonthlyIncome:500,000700,000Rs.
FutureGoal:TobecomeleadingbusinessmaninPakistan
ExternalInfluences
Figure2
Culture
Cultureisthecomplexwholethatincludesknowledge,belief,art,law,morals,customs,andany
othercapabilitiesandhabitsacquiredbyhumansasmembersofsociety.
Figure3
Language
LanguagesMr.Azamcanspeakarefollowing:
Punjabi
Urdu
English
LanguagesSpokeninPakistaniCulturearefollowing:
Punjabi
48%
Sindhi
12%
Siraiki(aPunjabivariant)
10%
Pashtu8%
8%
Urdu(official)
8%
Other
16%
Table1.1:Source:www.indexmundi.com
Demographics
Demographicsdescribeapopulationintermsofitssize,structure,anddistribution.
Population
187,342,721(July2011est.)
Agestructure
014years:35.4%(male34,093,853/female32,278,462)
1564years:60.4%(male58,401,016/female54,671,873)
65yearsandover:4.2%(male3,739,647/female4,157,870)
Urbanization
Urbanpopulation:36%oftotalpopulation(2010)
rateofurbanization:3.1%annualrateofchange(201015est.)
Ethnicgroups
Punjabi44.68%,Pashtun(Pathan)15.42%,Sindhi14.1%,Sariaki8.38%,Muhajirs7.57%,Balochi
3.57%,other6.28%
Religions
Muslim95%(Sunni75%,Shia20%),other(includesChristianandHindu)5%
PercapitaIncome
PerCapitaIncomeof1046$
Values
FollowingtableshowsculturalvaluesthatMr.Azambelievesupon.
OtherOrientedValues
Individual/Collective
Collective
Youth/Age
Age
Extended/LimitedFamily
ExtendedFamily
Masculine/Feminine
Masculine
Competitive/Cooperative
Competitive
Diversity/Uniformity
Diversity
EnvironmentOrientedValues
Cleanliness
Cleanliness
Performance/Status
Performance
Tradition/Change
Change
Risktaking/Security
Risktaking
Problemsolving/Fatalistic
ProblemSolving
Nature
AdmireNature
SelfOrientedValues
Active/Passive
Active
Sensualgratification/Abstinence
Abstinence
Material/Nonmaterial
Instrumentalmaterialism
Hardwork/Leisure
Hardwork
Postponedgratification/Immediate
Postgratification
gratification
Religious/Secular
Religious
10
Subculture
Everyculturehassubcultures.Subculturesincludenationalities,religions,racialgroupsand
geographicalregions.Subculturesaregroupsofpeoplewithinaculturewhohaveeven
greatersimilarities;theysharetheirownsetofvalues,attitudesandbeliefs.Theycanbeformed
fromnational,religious,racialorgeographicgroups.Color,dress,music,language,toneofvoice,
gesturesandbodylanguagecanhavedifferentmeaningsamongdifferentculturesandeven
subcultures.
SubcultureofNescafeuser
SubcultureOFNescafeispeoplewithhighselfesteemandselfexpressivevalue.Theyaregoal
orientedpeoplewithhighresources.TheywanttoachievetheirgoalsandtreatNescafeasreward
fortheireffortthathelpthembeingfocusandendtheirtiredness.
Demographic factor
Moretheeducationmorewillbetheawarenessaboutbrandandqualityfood.
Iftheincomelevelofpeopleishighthenpurchasingpowerwillbehighsothey
willpurchasemore
Nestleproductsaremadeforpeoplebelongingfromallagegroups
Bothmale/femaleareincludedequallyinitstargetmarket
Economicenvironment
Iftheinflationrateishighthentherewillbedecreaseinpurchasingpower.so
inflationindirectlyaffectsthecompanyssale.
Nationvariesgreatlyinitslevelanddistributionofincome
Changesinmajoreconomicvariablessuchasincome,costofliving,interestrate
andsavingshavealargeimpactonthemarketplace
Politicalenvironment
11
Governmentregulationstoprotectinterestofsocietyandfromunfairbusiness
practices
Unstablepoliticalconditions
Lawordersituationgettingworse
Social class
Socialclassesaresocietysrelativelypermanentandordereddivisionswhosemembersshare
similarvalues,interestsandbehaviors.Socialclassisdeterminedbyavarietyoffactorssuchas
income,education,wealthandothervariables.Someclasseshaveagreaterinfluenceonbuying
thanothers.
Consumerbuyerbehaviorismorelinkedtosocialclass.Differentsocietieshavedifferentlevelsof
needsanddifferentculturalvalues.Whatpeopleeat,wear,resideandtraveldependsontheir
culturalvaluesandthisaffectswhatpeoplebuy,howtheybuyandwhentheybuy.Socialclassisan
indicationofpreferencesandlifestyle.
NescafeSocialClass
Achiever,striver,experienced,highintellect,wealth,specializedtrainingorexperience,orother
distinctiveattributes.
Mr.Azambelongsfrombusinesscommunity,heneedstomoveinthatsocietyandcoffee
complimentshismovementinthatsociety.Nescafebeingthebrandofpremiumqualityenhancehis
selfconceptandfacilitatehispersonalityandlifestylesoithaspowerfulstandinginhissocialclass
andfeelsecured.
Family
FamilyisthemostimportantpartofconsumersurroundinginPakistaniculture.Nestlebrandhas
itspresenceinPakistanicultureandhomes.WhilegrowinguppeopleseeNestleproductintheir
surroundingandgetfamiliarwithbrandsanddevelopemotionalattachmentwiththem.Nescafe
targetcustomerisyoung,goalorientedpeoplewithhighneedofachievement.
Marketing activities
Overtheyears,foodproductshaveevolvedfrommerecommoditiestoastatementoflifestyle.As
consumersgetmorehealthandqualityconscious.Nestlepromisetodeliverthosewantsinits
advertisementwhereimagerytechniqueisusedtosendmessageofhappinesswhereeverythingis
goodandpeoplearehappy.Nescafesmessagepromisestobringhappinessinthelifeofconsumer
andwakeuptheirsenses.Nestleusesallkindofmediumtodelivertheirmessagetotheirtarget
customer.Promotionalactivitiesarecarriedoutfromtimetotimetoenhanceconsumer
satisfactionandtrust.
12
InternalInfluences
Figure4
13
Internalinfluencesinclude:
Perception
Learning
Memory
Motives
Personality
Emotions
Perception
Perceptionconsistsofthefirstthreestepsorstagesofinformationprocessing:exposure,attention,
andinterpretation.
Exposure
Exposureoccurswhenastimulusisplacedwithinapersonsrelevantenvironmentandcomes
withinrangeoftheirsensoryreceptornerves.
ExposuretoMr.Azam
Nescafeusesvariousmediumtoreachitsconsumers.AlthoughNescafespendverylittleon
advertisementbutittakesadvantageofabsenceofanyothercoffeeeasilyaccessibleatevery
superstoreinPakistan.Variousadvertisementmediumincludes
BillboardsInposhareas,withhightrafficmovementofeliteclass
Mr.Azamisarichguyandismorelikelytoexposetobillboardsinhisroutewhile
hisdriverdriveshiscar.
14
TVCAiredonpremiumprogramsofpremiumchannelonly
Mr.AzamDoesnotwatchmuchTVbutonlyselectiveprogramsonpremiumchannelslike
DawnNewsandGeoNews
Magazines/NewspapersNescaferedcupalwaysthefocusTurnRed.
Mr.AzamLikestoreadnewspaperinmorningalongwithmorningcoffeeandexposureto
printaddatthattimeincreasesitschancesforgrabbinghisattention.
SuperStoresAvailableatalmosteverysuperstore,Placedalongwithpremiumproducts.
Mr.Azamisarichguyandusuallyonlyvisitpartofthestorewherepremiumproductsare
placed.PlacingNescafealongwithpremiumproductsincreaseschancesofexposure.
15
Figure5
16
AttentionandInterpretation
Attentionoccurswhenthestimulusactivatesoneormoresensoryreceptornerves,andthe
resultingsensationsgotothebrainforprocessing.
Interpretation
Interpretationistheassignmentofmeaningtosensations.Interpretationrelatestohowwe
comprehendandmakesenseofincominginformation.Itisinfluencedbycharacteristicsofthe
stimulus,theindividual,andthesituation.
StimuliFactor
Color
RedcolormughasbeenattachedwithNescafethatgenerates
classicconditioninginmindofMr.Azamandcapturehis
attentioninstantly
Promise
PromisofAgreattastingcupofcoffeegetsyougoingallday!
iswhatMr.Azamrequiresfromhiscupofcoffeetokeephim
uptightwithhishecticschedule
Format
BoldFontjustifiesstrongboldtasteofNescafe
AttractiveVisual
Steaminghotcoffealongwithanupscalemodelmatcheswith
lifestyleofMr.Azamandincreasesrelationattention.
IndividualFactors
Motivation
Mr.Azamsroutineneedshimtobeactiveandatthetopof
game.NescafetaglineofJagooComeAliveisperfectlyalign
withwhathewantsfromhiscoffeetodoalongwithbeing
refreshingdrink.
Ability
Mr.AzamhasbeendrinkingNescafebyNestlefromlast5year
thushashighfamiliaritywithbrandaswellasdifferentcoffee
types,sohiscapacitytoabsorbinformationregardingNescafeis
high
Situationalfactors
Clutter
Mr.Azamshopsatbigstoreswhereeverythingisorganized,
Nescafetriestokeepitproductsamongpremiumproductineye
levelrangesothatitcangainconsumerattentionandbecause
ofitssurroundingalsoconsiderNescafeaspremiumproduct
withpremiumquality.
Nescafeisalsoplacedinspeciallydesignedshelvestocapture
attentionanddistinguishitfromclutter
ProgramInvolvement
Mr.Azamtakeshiscoffeeveryseriouslyandishighlyinvolved
withit.Thisinvolvementandhislongattachmentwiththis
brandfor5yearsenhancehisattention
Mr.Azamisaregulardrinkerofcoffee.Heisasuccessfulbusiness,goalorientedandfocused.He
needshiscoffeetobeboldandstrongthatcouldhelphimkeepupwithhishecticschedule.
NescafeRedCupcanwakemeupandbringmyspiritalivebecauseofitsfreshtasteand
aroma.
17
ConsumerPerceptionandmarketingstrategyofNescafe
RetailStrategy
NescafeisavailableatalmostallsuperstoresalloverPakistan.Shelfpositionandshelfhangersare
placedinsuchawaythatattainsconsumerattentioninnotime.Nescafecupsaregivento
consumeraspromotionalactivityfromtimetotimeinordertoincreaseexposure.
BrandNameandLogoDevelopment
Advertisement
ThekeymessagesofNescafeTVCtendtoinspireandencouragepeopletobecomeenergetic,
contemporaryindividuals.Itspromiseiskeepingpeopleactivethroughouttheday. Accordingto
TVCtoneandmannerofhigherclassperception,peoplehavehigherpriceperceptionofNescafein
mindrelativetoitscompetitors.Peoplearewillingtopaymore.
MediaStrategy
MediamixTVC,radio,magazine,packaging,eventsponsorship,salespromotion
PackageDesignandLabeling
UniquepackagingthatbuildsappetiteappealEasytoopenconvenience
GlassPackagingshowspremiumqualityofNescafe.
18
GoldFoilkeepscoffeefresh.
Memory
PartialSchematicMemoryforNescafe
Figure6
InfigureshownaboveconceptandfeelingsarestoredinmemoryofMr.Azam.Italsotellsusabout
theimageMr.Azamhasinhismindregardingparticularproduct.Wheneveranynodetriggersit
willactivatememory.Howeveractivationofmemorydependsuponnumberoffactorslikesituation
andstrengthoflinkage.
19
Learning
Purchaseof
Coffee
(High
Involvement
Learning
situation)
Figure6a
CognitiveLearning
Approach
Vicarious/modeling
learningtheory
Advertisementof
Nescafeshowsupscale
individualssippingcoffee
toremovetirednessand
experiencefreshnessand
energyregardlessof
hecticroutine
Advertisementof
Nescafeshowsupscale
contemporarypeople
enjoyingcupofcoffee
Nescafeissuchawellknownbrandthatinsomecountriesthatittendstobegeneralized.
Anotherapplicationofthestimulusgeneralizationisthefactthatthebrandhasmorethan
200differentproductsworldwideunderthesamename.Thecompanystrategyaroundall
thisdifferentproductsisbeingabigsuccess,sinceeachproducthasitsownfeatures,but
allcontributetoaddvaluetothebrand.
20
Motivation
Motivationisthereasonforbehavior.
Amotiveisaconstructrepresentinganunobservableinnerforcethatstimulatesand
compelsabehavioralresponseandprovidesspecificdirectiontothatresponse.
MaslowNeedhierarchyandNescafe
ForMr.Azeem,Nescafefallsunderselfesteemcategory.Nescafegiveshimstatus,enhanceshisself
esteemanddifferentiatehimfromteadrinkerthatreflectsmajorityofsociety.WithNescafehecan
separatehimselffromtheotherteadrinkeranddifferentiatehimassophisticated,successful
personthatgoeswithhisimageofsuccessfulbusiness.Thisproductisalsogiveshimfeelingthathe
needstofulfillhisgoalsofbecomingleadingbusinessman.
LatentandManifestMotivesinpurchaseofNescafe
FollowingfigureshowsvariouslatentandmanifestmotivesofMr.Azamattachedwithpurchase
decisionofNescafe
Figure7
21
Personality
Personalityisanindividualscharacteristicresponsetendenciesacrosssimilarsituations.
Brandpersonalityisasetofhumancharacteristicsthatbecomeassociatedwithabrand
andareaparticulartypeofimagethatsomebrandsacquire.
PersonalityofMr.Azam
BrandPersonalityofNescafe
Extroversion
Excitement:mainlyrelatedtoqualitiessuchas
friendlyandenergy.
Opennesstoexperience
Sophistication UpperClass,Charming
Competency Intelligent,Successful
Nescafenormallyusesuserimagerytocommunicateitsbrandmessage
TheNescafebrandusuallyhadarelationwithanatmosphereoftastefulcoffeepleasure,warmand
friendly.Tomatchthepersonalityoftheproduct,advertisingforthepast5yearshasconcentrated
onthepresenttelevisionthemeof"themagicworldofendlesspleasure"preciselytargetedtothe
coretargetaudienceaged2035.Clevervisualsareusedtoshowatransformationintoahappy
andtrendyworldfullofexcitementandefficiency.Thecampaignoffersstylishlivingforthe
successfulpeople.
IfwelookatthepersonalitytraitsofbothMr.AzamandNescafewewouldseethatbothgohandin
handwitheachother.NescafefullycomplimentpersonalityofMr.Azambeingbold,strong,efficient
andgoaloriented.
22
Emotion
Emotionistheidentifiablespecificfeeling,andaffectistheliking/dislikingaspectofthe
specificfeeling.
OnitsofficialwebsiteNestlesaysaboutNescafethat
Whenroasted,everysinglecoffeebeanreleaseshundredsofdifferentaromas.Thatswhy
thetasteandaromaofNESCAFissocomplex.Weuseonlycarefullyselectedcoffeebeans
todeliverauniqueexperiencewitheverycup.
Theintriguingcomplexityofcoffeemeansitcandeliverawholerangeofemotionalbenefitsthatgo
beyondtastefromstimulationtorelaxationtorefreshment,andbeyond.
Caffeineisknownforitsmildstimulatingpropertiesonthebodyandmind.Thebodyabsorbsit
rapidlyanditseffectsmetabolismstimulationandsupportformentalalertnessandconcentration
maylastfor25hours.
ForMr.AzamalongwithneedsanddesireslotsofemotionalfactorsarealsoattachedwithNescafe.
HebelievesthatacupofNESCAFcoffeerefresheshisbodyandmindbeforeembarkingon
demandingtasks.Itgiveshimemotionalsatisfactionofpleasureandarousalthatarerelatedwith
consumptionofcoffeeandpromisedbyNescafeinitsvariousmessagecampaigns.
23
Attitude
Attitudeisanenduringorganizationofmotivational,emotional,perceptual,andcognitive
processeswithrespecttosomeaspectofourenvironment.
Advertisingisanindirectwayofturningapotentialcustomertowardstheadvertisedproductor
servicebyprovidinginformationthatisdesignedtoeffectafavorableimpression,whatwewillcall
apositivebrandattitude.Thisfavorablebrandattitudethenhelpsplacetheconsumeronthepath
towardsseekingouttheproductorserviceadvertised.Unlessaproductisinexpensiveortrivial,
brandawarenessalonewillnotbeenoughtodriveyoutoanactualpurchase.Forpurchaseto
occur,youmusthaveafavorableattitudetowardsthebrand,evenifitisonlytentative.
Figure8
24
SelfConcept&Lifestyle
SelfConceptisdefinedasthetotalityoftheindividual'sthoughtsandfeelingshaving
referencetohimorherselfasanobject.
Figure9
AbovefigureshowstheselfconceptofMr.Azam.Hethinksofhimselfasstrongpowerfullmanwho
isveryconfidentandassuredofhimself.Hethinksthathecantakeupchallengingtasksand
performthatwell.Scoresuggeststhathisidealselfconceptisinlinewithhisgoalofbecoming
leadingbusinessman.
Lifestyle
Lifestyleisbasicallyhowapersonlives.Itishowoneenactshisorherselfconcept.
Field
Mr.Azamslifestylerelatingtoproduct
Activities
Socializingwithotherpeopleinordertobuildcontact,Sports,Newspaper/
magazineReading
Interests
Currentaffairs,businessdevelopmentprocedure,travelling
Likes/Dislike
Sportstelecast,Coffee,Familytime/Badbreath,badmanners
Attitude
Extroversive,sophisticated
Consumption
Consumepremiumproductthatgoeshandinhandwithhissocialclass,Shops
atsupermarketstoreslikeHyperstar,Metro
25
Expectations
Nothinglessthenbest
Personalityandselfconceptisavitalpartofunderstandingconsumerbehavior."Consumers
demonstrateconsistencybetweentheirvaluesandthethingstheybuy.Selfconceptcongruence
modelspredictthatproductswillbechosenwhentheirattributesmatchsomeaspectoftheself."
Figure10
Nescafesmarketingcampaignisglobalinthesensethatthecompanyusesthesame
symbolsworldwide,suchastherenownedcoffeemugandNescafelogo.However,Nescafe
tailorsitscampaignstosuitdiverseconsumerattitudesandpreferences.Forexample,
marketingadvertisementstargetingdifferentlocationsandregionsoftenaredifferentin
termsofcopy(messageandlanguage)andadvertisingappeal(rationalvs.emotional).
BrandimageNescafehasbeenabletomaintaininPakistanistailoredtomeettheself
conceptofeliteclassinPakistan.Becauseofpricingstrategyandteadominanceinmarket
theyhavetargetedeliteclassinPakistanthusdepictingtheircontemporarylifein
advertisementtheypromoteideallifestyleofrichpeopleinPakistanwhowantto
differentiatethemselvesfromteatdrinker.
26
NeedsandDesires
Needisstateoffeltdeprivation
Desireisasenseoflongingorobjectorhopingforanoutcome.
MaslowNeedhierarchyandNescafe
ForMr.Azeem,Nescafefallsunderselfesteemcategory.Nescafegiveshimstatus,enhanceshisself
esteemanddifferentiatehimfromteadrinkerthatreflectsmajorityofsociety.WithNescafehecan
separatehimselffromtheotherteadrinkeranddifferentiatehimassophisticated,successful
personthatgoeswithhisimageofsuccessfulbusiness.Thisproductisalsogiveshimfeelingthathe
needstofulfillhisgoalsofbecomingleadingbusinessman.
Needisveryimportanttorecognizethepotentialforthetrendofdevelopmentofchangeinconsumer
requirementsandnewtechnology.Andalsotoarticulatethenewthingintermsoftheconsumersneedsso
thatitwillbeacceptedinthemarketwell.
Consumerwantsarefreshing
drinksoNescafeservethatpurpose.
Consumerdontwantto
traveltocoffeeshoptogethiscoffeesoNescafeprovideitsconsumerwithcoffeebean
Consumerdesirethathis
coffeeshouldbereadilyavailablesoNescafecomesupwithconceptofinstantcoffeeto
justifyhisneed
Consumerwantshis
beveragetohavestimulatingeffectsoNescafeprovidehimwithspecificchosencoffee
beansofpremiumquality
Consumerwanthisdrinkto
haverefreshingeffectafterbusydayschedule,Nescafeadvertisementrelatingwakingup
sensestypicallyfocusonconsumerneedandwantsrelatedtokeepingupwithhectic
schedule.
Smallamountofcaffeineis
healthyasperapprovedbyMedicalscience,Coffeeisthesafestsourceofcaffeineand
Adeline
Mr.Azamsgoalistobecomeaverysuccessfulbusinessoneday.Nescafereali
SituationalEffect
Mr.Azamscoffeeconsumptionisalsodependentuponsituation.OurAnalysissuggestthathe
increaseshiscoffeeintakeduring
Winterseason
Pleasantweather
27
Ceremonialeventwherelots
ofguestsareinvited
Hecticday
Hedonic
Consumption
Process
Utilitarian
TimeSpentFromshortertolonger
Figure11
28
ConsumerDecisionProcess
Situation
Marketersneedtounderstandtheusagesituationsforwhichtheirproductsare,ormaybecome,
appropriate.
MoodWhenunderstress,tirednessorhaveverypleasantmodeMr.Azamlikestohaveacupof
coffee.
RitualSituationMr.AzamlikestohaveNescafeinmorning,Itsmorelikehisdailyritual.
Mr.Azamscoffeeconsumptionisalsodependentuponsituation.OurAnalysissuggestthathe
increaseshiscoffeeintakeduring
Winterseason
Pleasantweather
Ceremonialeventwherelots
ofguestsareinvited
Hecticday
29
Problem recognition
FollowingfigureshowstheproblemrecognitionprocessofMr.Azamforthepurchaseand
consumptionofNescafecoffee.
Figure12
30
MarketingStrategyandProblemrecognition:
Nescafeunderstandstheproblemrecognitionprocessofitscustomerthatwhyheshowsinhis
advertisementanageofhappinesswhereeverythingisgoingwellandeveryoneishappy,active
andsuccess.Theseadvertisementsaretargetinggoalorientedpeoplewhowantstotakethem
higher.
Information Search
31
Evaluation
criteria:
PerformanceCriteria:
Decision
Can
decision
be
made?
Wakeup
senses
Feel
good
Stress
buster
Refreshi
ng
Solutions:
Get
medicin
e
Have
coffee
Have
Energy
drink
Have
some
rest
Medicine Low
Low
High
Low
YES
Coffee
High
High
High
High
Energy
drink
Low
Mid
High
High
Rest
Low
Mid
Mid
High
Terminat
eSearch
Figure12a
Consumerdecisionsrequireinformationabout:
Appropriateevaluativecriteria
Theexistenceofvariousalternatives
Performanceofeachalternativeoneachevaluativecriterion
MarketingStrategyandinformationsearch
Advertisementisthemostimportantweaponcompanieshavetodeliverinformationtoits
customerinmoreeffectivewaythentheircompetitordo.Nescafehavestrongbrandbaseofnestle,
becauseofextensivenetworkofNestleandbrandawarenesstheycandeliverinformationtotheir
targetcustomerveryeffectivelyandaresuccessfuluptosomeextent.Howevertheyhavefailedto
provideinformationtounawareuser,asstatisticssaysthatonly25%ofpopulationinPakistanis
awareofcoffeeasanproduct
Alternate Evaluation
AlternateevaluationprocessofMr.Azamisasfollowing
Figure13
32
EvokedSet:
StarbuckcoffeeisagoodalternativeforNescafebutbecauseofabsenceofstartbuckinPakistanit
isonlyavailableonselectivestore.Mr.Azamisabusypersonanddonotshopforeverything
himselfthusdistributionchannelofNescafeisamajorreasonbehindhischoice
InertSet:
Inertsetshowssomeotheralternativebutproblemwiththatisthosecoffeearemadeonstandard
recipeattheiroutletthushecannotcustomizethemaccordingtohistastepreference.Thisisthe
reasonthosealternativearesecondarychoice
IneptSet:
Teacanbeconsideredasanalternativeforcoffeebutitsnotatallalignwithlifestyle,preferenceor
selfconceptofMr.Azam.Helikestobedifferentiated.Furthermoreconcentrationofcaffeineintea
arelesscomparedtoNescafe.
Nescafeisreadilyavailableatalmostallgeneralstoreorsuperstore.Becauseofbusyscheduleof
Mr.Azamhehardlybuyshouseholditemshimself.Servantsareprovidedwithalistofitemstobe
shoppedfor.OutletselectionmethodisveryuniqueinPakistanasmostofthefamiliesprefertogo
tosingleshopforpurchaseofcertaintypeofgoodbecauseofstrongrelationshipi.e.builtin
Pakistaniculturebydefault.
33
Figure14
PostpurchasebehaviorofMr.Azamcomesunderthecategoryofcommittedconsumer.Hehas
beenusingthisproductfrompast5yearandkeptcommittedtothisproducteveninthepresence
ofvariousalternative.StrongbackingofNestlebrandtothisproducthelpsinthepositive
evaluationofNescafeasNestlehasbeenworkingworldoverandperceivedtobeasveryhealthy
brandinfoodindustry.
ExperiencesandAcquisitions
34
Attheendofthisconsumerbehaviorprocesswhenconsumeracquireproduct.
Afteracquisitionconsumerevaluatetheexperienceswhichalsobecomesthebasicofinternal
andexternalinfluences.
Personalexperienceafteracquisitionisbecomesthemostinfluencingaspectofconsumer
behavior.
Consumeroftouchcondomsareverymuchsatisfiedafteracquiringandexperiencingthis
product
Thatiswhyitinfluencetheconsumerforpurchaseinamostpositivemanner.
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Summary
OurAnalysissuggestsconsumerpurchasedecisionisbasedonconsumerbuyingbehavior,withthe
customerplayingthethreedistinctrolesofuser,payerandbuyer.Relationshipmarketingisan
influentialassetforcustomerbehavioranalysisasithasakeeninterestintherediscoveryofthetrue
meaningofmarketingthroughthereaffirmationoftheimportanceofthecustomerorbuyer.Agreater
importanceisalsoplacedonconsumerretention,customerrelationshipmanagement,personalization,
customizationandonetoonemarketing.
Itsuggeststhatkeytowineverymarketisunderstandingyourconsumeranddeliveringhimvaluebetter
thencompetitordo.
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