Consumer Behaviour - Essay Example

Free

Extract of sample
Consumer Behaviour

Consumer motivation is considered to be one of the major driving forces that shape consumers’ behavior towards a certain product. It is referred to the drive of satisfying both psychological and physiological wants and needs by purchasing as well as using the desired products. Consumers purchase and use certain products and services because of the motivational force that works behind such activities. The main objective of most of the marketing communication programs is motivating the consumers so that they prefer a particular brand (Lindquist & Sirgy, 2003).
As far as Milo is concerned it is one of the most important health drink brand that is owned by Nestle. Studies reveal that Milo has been the most popular health drink among the consumers in Singapore. People in this part of the world love to consume Milo and they are several motivational factors behind such fact. First of all Nestle is one of the most trusted consumer goods brand in the country. It started its operation in Singapore in 1912 and since then it has come up with several popular products (Nestle, n.d.). Being a Nestle brand, Milo has always been preferred by the consumers. Nestle brought Milo in Singapore during 1940s. Over the years consumers have been motivated because of Milo’s great taste, the healthy ingredients that are used in it and its affiliation with the sports in the country. In 2007, the ‘Health Promotion Board’ awarded the brand with the prestigious ‘Healthier Choice’ status (Nestle, n.d.). In the same year, Nestle launched ‘new formula MILO’ in which better and healthier ingredients were used (Nestle, n.d.). Apart from the health aspect, there are various promotional strategies that have been adopted by the company to promote Milo. These strategies can also be considered an important reason behind driving the consumers’ motivation for purchasing Milo. Nestle has given significant emphasis on the packaging aspect of Milo. Milo is available in attractive green cans. There are Milo vans and kiosks as well. In simple words it can be said that the overall offerings of Milo greatly attract the youth of Singapore.
Influence of Culture and Nestle Milo
An important aspect that greatly impacts the consumers’ behavior at the time of purchasing any product is the ‘culture’. Different types of core values regarding culture influence consumers’ choices and tastes. Culture can be seen as the combination of values, customs and beliefs. Culture is ‘social’ and ‘communicative’ in nature. An individual shows certain cultural values that are acquired from the society where he/she belongs to (Tyagi & Kumar, 2004).
As far as Nestle Milo is concerned, the rate of consumption of it is greatly influenced by the cultural values that are found among the people in Singapore. It is found that consumers in this country are fond of various sports. They love different types of sports like swimming, soccer, basketball etc. Nestle has identified this aspect of Singaporeans long back in 1950. ...Show more

Summary

This paper deals with the consumers’ buying decisions regarding the Milo drink which is a popular product of Nestle. It describes two crucial concepts which are ‘consumer motivation’ and ‘consumer perception’ in the context of Nestle Milo. The paper is prepared keeping the consumers of Singapore at the background. …
Author : lveum
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Consumer Behaviour "
with a personal 20% discount.
Grab the best paper

Related Essays

Consumer behaviour
Marketing is amongst the departments that focus and emphasize on the recognition and classification of the needs and requirements of the consumers, ways and techniques that fulfils, elucidate and satisfy their needs, and strategies to uphold them in the future.
7 pages (1750 words) Essay
Consumer behaviour
The attitude of consumers towards a product or brand plays a key role in influencing the success or failure of the company's marketing strategy. The type of attitude i.e. positive or negative towards a brand, may lead the consumers to either completely abandon the product or increase brand loyalty, depending on the consumer's experience regarding the product, which in turn is created by the marketers through a series of marketing tactics including advertisements.
12 pages (3000 words) Essay
Consumer behaviour
The will use renowned detergent brand ‘Ariel’ manufactured by Proctor & Gamble to analyze cognitive response of consumer. Product Overview P&G has created extended portfolio for the Ariel brand. The brand is maintaining a portfolio four products in order to satisfy daily housing need of customers belong to United Kingdom.
12 pages (3000 words) Essay
Consumer Behaviour
Success, in fact survival of the business is dependent on business’ capacity of understanding its customers (Evans, Jamal, and Foxall, 2010). Acknowledgement of the importance of this fact has given birth and rise to domain of study of consumer behaviour.
12 pages (3000 words) Essay
The New Improved Iphone by Apple Co.
The iPhone contains a range of compatible features for the United States’ upper and middle class. With the entry into the market, the company strives towards being the number one phone product providers in the United States. Market Segmentation The iPhone 4 has a collection of user friendly components, favorable for a wide range of clients segment.
3 pages (750 words) Research Paper
Mobile Application for City Target
People no longer take several days to send and receive messages. Thanks to the internet, one can easily receive a message in a matter of seconds. The internet has affected close to all spheres of life. One sector that has benefitted greatly from internet application is the business sector.
3 pages (750 words) Case Study
CONSUMER BEHAVIOUR
The marketer uses different marketing strategies in order to win the hearts of consumers For a company to sustain, participate and thrive, it is essential that the marketer sees these needs and wants, and supply products and services more successfully as compared to the other competitors.
9 pages (2250 words) Essay
Consumer Behaviour
Aside from the health benefits that cycling can give to the city’s population, using an e-bike can also contribute in lessening the carbon fingerprint of the whole city and also greatly reduce their need for fossil fuels (Jamerson and Benjamin, 2009; Lamy, 2001).
7 pages (1750 words) Essay
Consumer Behaviour
According to the paper originally, the consumer tries to find what goods he would like to use, then he chooses only those commodities that assure greater value. After selecting the goods, the buyer makes an estimate of the accessible money that he can use. Lastly, the shopper analyzes the existing prices of goods and takes the choice about the goods he should use.
6 pages (1500 words) Coursework
Case Study: Innovations in Distribution Strategy PART II
gness to innovate (Perreault Jr., Cannon & McCarthy, 2014), I get a strong conviction that a business that can support this form of same-day delivery is the printing business. There is no denying the fact that most people who have need for printing services make their orders in
1 pages (250 words) Assignment
Find out how much would it cost
to get a custom paper written by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT