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Consumer Behaviour: Nescaf - How their marketing mix influences consumer cognitive, affective and behavioural responses
Pages 11 (2761 words)
Name: Instructor: Course: Date: Nescafe brand is owned by Nestle. The brand is worth 13 billion dollars. An estimated of 94 billion cups of Nescafe coffee are sold annually all over the world with 3000 cups sold every second. The Nescafe brand is most valuable in the coffee rank.
K have already found a cultural identity. Consumer behavior gives an insight to consumer psychology towards a product and in this case, Nescafe coffee brand. Consumer concentrates of what consumers feel, reason, think about Nescafe compared to its competitors and how they are influenced by the environment in U.K. the limitations and decisions of consumers about Nescafe are controlled by the information they have. Consumer behavior in response to marketing strategy gives answers to why a consumer prefers Nescafe or why not, when they purchase Nescafe and how they purchase it. The most important concept in consumer behavior is why consumers prefer Nescafe and which marketing stimuli they respond most to. Nescafe offers the best coffee at low prices contrary to beliefs that quality is expensive. This is emphasized in the following Nescafe advertisement. The consumer behavior concepts that influence consumer decisions are cognitive, affective and behavioral responses that are determined by Nescafe’s marketing stimuli. Cognitive responses are influenced by the Nescafe advertisements that persuade a consumer to use the product. Nescafe advertisements trigger cognitive responses in a consumer’s brain which makes the consumer have appositive attitude about Nescafe. ...
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