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Essay example - Consumer Behaviour Case Study on Hellman's

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Masters
Essay
Marketing
Pages 12 (3012 words)
In the highly competitive environment of global business, it becomes hugely important for businesses to study the various factors that influence consumer buying decisions. Kotler and Armstrong (2009) state that marketing broadly meets the needs and requirements of the people. …

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In the highly competitive environment of global business, it becomes hugely important for businesses to study the various factors that influence consumer buying decisions. Kotler and Armstrong (2009) state that marketing broadly meets the needs and requirements of the people. The marketing therefore, provides the necessary linkages to facilitate the awareness, needs and access to the products by the consumers. In the current times, the globalization and technology have contributed to a paradigm shift in the consumer behaviour. The consumer has not only become more informed but is also provided with plethora of choices. Thus, consumer psychology has emerged as one of the most pertinent issues within strategic marketing that impacts purchase behaviour and influences business outcome (Foxall et al., 2005).The paper would be discussing the marketing stimuli used by Hellmann’s to influence consumer’s cognitive, affective and behavioural responses.The paper would also highlight Hellmann’s market strategy to influence consumers purchase psychology. Hellmann’s has made a niche market position in the area of food and food ancillary products. Mayonnaise with huge range is its key product along with salad dressing, ketchup, salad cream etc. The last hundred years have seen Hellmann’s evolve as iconic brand with food ingredients that constantly redefine cooking.Indeed, the marketing strategies of Hellmann’s rely fundamentally on the belief that food can be creatively cooked to tempt the palate of the connoisseurs. ...
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