Consumer decision making process on muller rice - Essay Example

Consumer behaviour of Muller Rice s Submitted by s: 23rd March 23rd March Consumer behaviour of Muller Rice Muller Dairies is the company that makes Muller rice. The company is located in Europe and it has operations spread all over the continent. It is made up of various companies that operate using the Muller name. The company produces dairy products and the headquarters of the company is in Germany, where the company operates. However, there are other areas where the company operates from, such as in the United Kingdom and Czech Republic.

The market in which the company operates in is complex since there are little variations that a person can add to the milk products (Pride and Ferrell, 2008). The source of the competitive advantage is in the name of the company and the ability to price its products in a competitive manner. The main challenge that it faces is the increased competition from the other producers. Its opportunity is in the increased awareness in people about the food that they take. The marketing objectives of the company are to penetrate the market and attain the most market share possible.

The company also aims at cementing its position in the global arena. The growth strategies that the company can use include the introduction of new products such as new flavours. The company may also expand its cream division since this will be able to utilize the excesses in the capacity (Pride and Ferrell, 2008). The understanding of the customer decision making is important for the company since this is the approach that the company will use to come up with new products. The targeting can be made in such a way that it focuses on the individual needs of the different classes of people (Pride and Ferrell, 2008).

ReferencePride, W. M. and Ferrell, O. C. 2008. Marketing. Boston: Houghton Mifflin Co.