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Integrated Marketing communication: Consumer behavior and factors affecting on decision-making - Coursework Example

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Integrated Marketing communication: Consumer behavior and factors affecting on decision-making

Consumers usually receive the needed stimuli to trigger the need for something from both the surroundings as well as the assorted viewpoints of the marketing approaches for various goods and services. The consumers respond to these stimuli through the purchase or failure to purchase the product that had formerly been acknowledged. In the steps of receiving the stimuli from the surroundings or the promotion stratagems of the presented goods and services, and providing a suitable response to the same, the consumer has to make a resolution on whether to acquire or not purchase (Hayden, 2009, 12).
Consumer Involvement Examples from UK Food and Drinks Industry
Consumer involvement can be considered to be a tool that helps to explain the disparity in the mental, and physical strive of a consumer with the decision he or she makes on whether to purchase a product or not. Consumer involvement can be seen as a concept that plays a central part in stimulating consumer motives. Involvement may imply the rank of superficial individual significance induced by stimuli within a certain circumstance. This means that the aspects of an entity, a product and a situation all merge to establish the consumer’s motivation to procedure product correlated information at given phase. The consumers pay attention to any relevant information on the achievement of a certain goal, therefore, leading to the motivation. Consumer involvement transpires at various stages in addition to product. According to the concept, merchandise characteristics bear associations of the merchandise with the consumer’s emotional desires and requirements. It can therefore consider bearing relations with stages such as advertising or even products, which include the UK food and drinks sector. Some of the examples are cheese, wine, biscuits, teacakes, oat bran sticks, shredded bran, hard-boiled sticks, and candies. The food industry is most developing industry in almost all the countries because of the food is a basic thing for a human being to survive. Consumer behaviors & Decision-making on food and drinks sector 1. Heinz ketchup The customers buying Heinz come from middle class, and prefer the product because of its premium quality, taste, and nutrition. These reasons affect the consumer behavior towards buying the item. Other grounds making customers end up with the decision to buy the item, is its convenience and value, which seem to be appropriate and pleasing to the customers. The consumer behavior towards buying of Heinz ketchup is affected by the essentiality of the item in the household meals. The consumer’s decision for fancying the commodity is because of its emerging in intentionally markets in the world rankings. The product becomes popular and consumers are tempted to try the item, hence purchasing the item. The consumer’s behavior and decision making is also affecting by the company’s innovation and the growing of core portfolio. They have significantly improved standards of the product hence making it to be attractive. 2. Oat bran sticks One major factor that defines the consumer behavior towards the commodity is the manageable price of the item. The consumers’ behavior is controlled by the unique taste that oat bran sticks have comparing to other potatoes crunches food items. The approving taste and the contemptible price determine the decision of consumers in choosing to buy the product. The company has invented special and related commodities that are better than the current product, hence making customers prefer the product. The company also advertises the merchandise, hence reaching a large ...Show more


Integrated Marketing communication: Consumer behavior and factors affecting on decision-making
The consumers are considered unique in their own ways, and the uniqueness is reflected in their consumer patterns and purchase process…
Author : randalschultz
Integrated Marketing communication: Consumer behavior and factors affecting on decision-making essay example
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