Free

Consumer Behaviour - Essay Example

Comments (1) Cite this document
Summary
This paper deals with the consumers’ buying decisions regarding the Milo drink which is a popular product of Nestle. It describes two crucial concepts which are ‘consumer motivation’ and ‘consumer perception’ in the context of Nestle Milo. The paper is prepared keeping the consumers of Singapore at the background. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.5% of users find it useful
Consumer Behaviour
Read TextPreview

Extract of sample
"Consumer Behaviour"

Consumer motivation is considered to be one of the major driving forces that shape consumers’ behavior towards a certain product. It is referred to the drive of satisfying both psychological and physiological wants and needs by purchasing as well as using the desired products. Consumers purchase and use certain products and services because of the motivational force that works behind such activities. The main objective of most of the marketing communication programs is motivating the consumers so that they prefer a particular brand (Lindquist & Sirgy, 2003).
As far as Milo is concerned it is one of the most important health drink brand that is owned by Nestle. Studies reveal that Milo has been the most popular health drink among the consumers in Singapore. People in this part of the world love to consume Milo and they are several motivational factors behind such fact. First of all Nestle is one of the most trusted consumer goods brand in the country. It started its operation in Singapore in 1912 and since then it has come up with several popular products (Nestle, n.d.). Being a Nestle brand, Milo has always been preferred by the consumers. Nestle brought Milo in Singapore during 1940s. Over the years consumers have been motivated because of Milo’s great taste, the healthy ingredients that are used in it and its affiliation with the sports in the country. In 2007, the ‘Health Promotion Board’ awarded the brand with the prestigious ‘Healthier Choice’ status (Nestle, n.d.). In the same year, Nestle launched ‘new formula MILO’ in which better and healthier ingredients were used (Nestle, n.d.). Apart from the health aspect, there are various promotional strategies that have been adopted by the company to promote Milo. These strategies can also be considered an important reason behind driving the consumers’ motivation for purchasing Milo. Nestle has given significant emphasis on the packaging aspect of Milo. Milo is available in attractive green cans. There are Milo vans and kiosks as well. In simple words it can be said that the overall offerings of Milo greatly attract the youth of Singapore.
Influence of Culture and Nestle Milo
An important aspect that greatly impacts the consumers’ behavior at the time of purchasing any product is the ‘culture’. Different types of core values regarding culture influence consumers’ choices and tastes. Culture can be seen as the combination of values, customs and beliefs. Culture is ‘social’ and ‘communicative’ in nature. An individual shows certain cultural values that are acquired from the society where he/she belongs to (Tyagi & Kumar, 2004).
As far as Nestle Milo is concerned, the rate of consumption of it is greatly influenced by the cultural values that are found among the people in Singapore. It is found that consumers in this country are fond of various sports. They love different types of sports like swimming, soccer, basketball etc. Nestle has identified this aspect of Singaporeans long back in 1950. (Nestle, n.d.). Since, then the company has made Milo associated with various ‘sports development programs’ in the country to make the brand more popular. There are several schools and colleges where such programs are conducted. Nestle has been representing Milo as a great supporter of sports. It has made partnership with the Department of Education of Singapore Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Consumer Behaviour Essay Example | Topics and Well Written Essays - 750 words”, n.d.)
Retrieved de https://studentshare.org/marketing/1390616-consumer-behaviour
(Consumer Behaviour Essay Example | Topics and Well Written Essays - 750 Words)
https://studentshare.org/marketing/1390616-consumer-behaviour.
“Consumer Behaviour Essay Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.org/marketing/1390616-consumer-behaviour.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
re
reubencasper added comment 9 months ago
Student rated this paper as
This essay was always my weak point. I could never finish it on time. Still, after I found this precise essay, I understood how it should be completed. So, I performed my research afterward and completed the essay in several hours, instead of days as it was previously.
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Consumer Behaviour
...?CONSUMER BEHAVIOR Table of contents Table of contents Introduction 2 Consumer Cognitive process and Attitude 5 The Psychology of Brand Marketing 6 Marketing Effects 7 The Hierarchy of Effects Model 7 Consumer Decisions and the Reasoned Action Theory 10 Conclusion 11 References 12 Introduction Companies increase the sales of their products through the application of appropriate marketing strategies which capture the attention of the consumers and arouse their desire for the brand which makes them interested in the product and thus lead them into taking the action of purchasing and using the product. According to Bouhlel, Mzoughi and Slimane (2011), success of a marketing...
10 Pages(2500 words)Essay
Consumer Behaviour
...how the product will be adopted by the consumers. Consumers always demand value for their money when they making any purchase. Companies always seek to understand consumer behavior with respect to product development (Blackwell et al, 2005). Customer preferences change with time and, therefore, continuous assessment of the market is needed. The aim of research is to make sure customers derive satisfaction after consuming the goods, hence, buy more. Buyers’ behaviour is determined by various factors such as attitudes, personality, motivation, gender and the environment in general among others (Folkes, 2006). On the other hand, Blackwell et al (2005) argue...
5 Pages(1250 words)Assignment
Consumer Behaviour
...the household expenses would influence the family decisions. The cultural values of a family also influence the decision regarding food consumption. The influence of children varies with the type of product and the decision stage. Children and adolescents have the highest influence in family decision making when they are the primary consumers. This pertains to decisions regarding vacations, movies, entertainment, eating out, or even clothing. References Boughton, I 2005, 'CHANGING TASTES IN COFFEE CONSUMPTION', Caterer & Hotelkeeper; Jul 14-Jul 20, 2005; 194, 4383; ABI/INFORM Trade & Industry pg. 58 Bravo, R Fraj, E & Martinez, E 2006, 'Modelling the Process of Family Influence on the Young Adult...
7 Pages(1750 words)Essay
Consumer behaviour
...between the practices of the profit-making and the collective forms is the character of the social relationships and commitments. What is notable is that being a beneficiary of personal generosity is remarkably enjoyable in spite of the commitments to labour abundantly in return at another time. Moreover, according to available literatures, attitudes within the collective form are itself exceptionally diverse. What food is consumed, with whom, where, when and within what situations is greatly discriminated. One important aspect of behaviour in this form is the capability for various groups of individuals to cope with general social patterns to generate various events and consequences. If the commercial...
13 Pages(3250 words)Essay
Consumer Behaviour
...Running head: Consumer Behaviour Consumer Behaviour Metrosexuality “Metrosexuality is a term that was used for the first time to describe the urban heterosexual male, with a strong sense of aesthetics, by a British journalist in The Independent, a major British Daily in late 1994” (Sen) “In 1994, journalist Mark Simpson officially identified and named the metrosexuals in his article "Here Come the Mirror Men". Since then, the market grew bigger and wider, then David Beckhams fame came to its peak, becoming himself one of the metrosexual icons” (METROSEXUAL MEN : Understanding Metrosexuality) Metrosexuality is a term associated with a male individual who have a strong concern for his appearance, and spent time, money and attention... to...
3 Pages(750 words)Essay
Consumer Behaviour
...CONSUMER BEHAVIOUR: By number and of INTRODUCTION: Different organisations have been busy in attracting and retaining more customer through various marketing activities. All marketing strategies and activities are devised keeping in mind the needs and demands of the target market. In order to ensure that the marketing activities are able to generate the desired response and results, it is essential to understand different consumer behaviour. There are different consumer behaviour models and theories which attempts to explain and elaborate various elements of the consumer behaviour (Wells, Ponting, & Peattie, 2010). This in turn allows the organisations to formulate the marketing plan and strategies accordingly. Owing to increasing... ...
11 Pages(2750 words)Essay
Consumer Behaviour
...CONSUMER BEHAVIOUR AUDIT FOR BLACKBERRY PORSCHE P9981 By The of the The of the School The City and State where it is located The Date Selecting Target Market for Blackberry Porsche P9981 A target market is simply a special group of customers that the business aims to bring on-board. For that reason, the business directs its marketing effort to reach this special group of people to win them over. Identification of the target market is the essential element of marketing strategy. Targeting and aiming the correct target market eventually helps the business succeed in selling its products and services. Although, in the definition, we have given a general consideration of the target markets, it is still...
2 Pages(500 words)Essay
Consumer behaviour
...Analysing consumer behaviour and its relationship to marketing BY YOU YOUR SCHOOL INFO HERE HERE TABLE OF CONTENTS 0 Introduction 2.0 Literature review 2.1 What is marketing? 2.2 What is motivation? 2.3 Consumer behaviour 2.4 Linking marketing, motivation and consumer behaviour 2.5 Literature review summary 3.0 Reflective accounts 4.0 Discussion / Analysis 5.0 Conclusion References 1.0 Introduction Consumer behaviour is a complex matter for investigation, dealing with multi-faceted inherent characteristics of buyer segments and external influences that will predict consumption actions. However,...
20 Pages(5000 words)Essay
Consumer Behaviour
... in the new millennium: Theory, practice, prospects”. Journal of Retailing, 78(1), pp. 17-29. McDonnell, I., and Moir, M., 2013. Events sponsorship. London: Sage. Pride, W., and Ferrell, O., 2011. Marketing. Stamford: Cengage Learning. Solomon, M. R., and Bamossy, G. J., 2002. Consumer behaviour: A European perspective. London: Sage Publications. Wilson, T., 2015. Globalization, differentiation and drinking cultures, an anthropological perspective. [Online]. Available at: < http://aof.revues.org/261#tocto2n1>. [Accessed on February 24, 2015]. Wright, R., 2006. Consumer Behaviour. Stamford: Cengage Learning. Zarrela, D., 2010. The Social Media Marketing Book. Toronto: OReilly Media, Inc.... Consumer Behavior Table of...
8 Pages(2000 words)Essay
Consumer behaviour
...Consumer behaviour Executive summary The main aim of this research is to explain the concept related to ethical consumerism and to analyze whether consumers are sensitive towards investigating from where their products are being originated. This paper emphasizes on the attitude of the consumer towards buying of an ethical product. This paper also aims to investigate the influence of bad and good ethical conduct on the buying behaviour of the consumers. The study is focussed on studying the consumer purchasing behaviour. Secondary data have been used in this research such as journals, magazines, books and articles. The findings of this research are based on the companies like Primark that are not aware of the ethical behaviour... of the...
7 Pages(1750 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Essay on topic Consumer Behaviour for FREE!
Contact Us