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Consumer Behaviour Case Study on Hellman's - Essay Example

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Consumer Behaviour Case Study on Hellman's

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. It use of various consumer psychology marketing stimuli, like bold design, jingles and short, crisp messages, become highly effective elements to connect with its consumers. The theoretical underpinning of marketing tools helps explain the success of its advertisements which are designed to address the needs and requirements of food lovers and housewives. 2. Marketing mix and consumer response Marketing mix strategy uses different platforms of communication and media to influence customers’ perception and subsequently their buying decisions. Internet, television, radio, print media, hoarding etc. are major marketing tools that are exploited to gain market leverage. The 4Ps: product, price, place and promotion are important parts of market mix which determine the level of commitment of the customers and influence their behaviour. Indeed, customer’s purchase decision is motivated by multiple factors and delivers satisfaction from myriad front to earn customer’s long term loyalty. The inter-dependency of resources within the defined system is critical imperative which has huge potential to create not only a sustainable market but also one which is mutually satisfying. Thus, factors that impact consumer behaviour have increasingly become vital inputs for marketers to identify, address and exploit in order to gain competitive advantage in the industry (Solomon et al., 2006). Most importantly, success of the product relies heavily on the impact that it makes ...Show more


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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