Consumer Behaviour: Hellmans - Essay Example

?Consumer Behaviour ID Marketing mix stimuli (including products, brands, advertisements, packaging, point-of-purchase display) are designed and managed to influence consumer responses. For a consumer brand of your choice, explain how marketing mix stimuli are used to influence consumer cognitive, affective and behavioural responses Hellmann's® Products Table of Contents 1. Introduction 3 2. Marketing mix and consumer response 4 3. Consumer psychology and consumer behaviour 5 3.1 Perceiving the need 5 3.1.1 Seeking information and assessing need 7 3.1.2 Perception, sensation and attention 8 3.1.3 Consumption value and satisfaction 8 3.2 Psychological perspective 9 3.2.1 Motivation and personality 9 3.2.2 Brand image and perceived image 12 3.2.3 Learning 12 3.2.4 Values, beliefs and attitude 13 3.2 Cultural dynamics and their impact on consumer behaviour 14 3.3.1 Personal choice 14 3.3.2 Family 14 3.3.3 Social consciousness and social mindedness 15 4. Conclusion 16 References 17 Appendix (pictures references) 19 1. Introduction 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 on the consumers within the defined social fabric. The various channels of communication serve as important tool in the dissemination of information regarding the products and its features. As such, advertising and advertisements have emerged as the most popular and effective tool of marketing that are designed to influence the segmented target (Evans, Jamal & Foxall, 2009). Moreover, in the fast transforming socio-economic dynamics, contents and format of advertisements become highly pertinent issues that impact purchase decision and consumption pattern (Peter & Olson, 2008). 3. Consumer psychology and consumer behaviour Today, in the environment of cutthroat business, the myriad imperatives of marketing mix stimuli are judiciously designed to influence customers’ psyche. Consumer psychology is intrinsic part of market strategy which is designed towards identifying the changing needs and requirements of the customers. Customer behaviour is quite complex as it is constantly being influenced by hordes of issues like socio-economic factors, cultural dynamics, lifestyle compulsions and psychological paradigms. These factors and issues considerably influence the various parameters of consumer’s purchase behaviour and his cognitive, affective and behavioural responses. The following three paradigms of consumer behaviour have emerged as important elements for making decisions. 3.1. Perceiving the need Consumers tend to buy products only when they perceive a need for it which could be voluntary or be triggered by external stimuli. In either way, the purchase decision is pre-empted by several steps. Indeed, while the customers’ purchase decisions are driven by perceived need, the need itself could be triggered in various ways. Advertisement could help realize the need or observing other people could lead to purchase decision. Schiffman, Kanuk and Wisenblit, (2010) say that if products are negatively evaluated, consumers find it difficult to identify or recognize the problem. In the following television advertisement, consumers are immediately aware of their problems and find solution in how the use of Hellmann’s products could significantly expedite cooking. Figure 1: Perceiving the need (Hellmann’s salad and roasties recipes, tv ad) Hellmann’s advertisements are highly effective in delivering clear, consistent and hugely compelling messages that immediately connect with the consumer’s explicit and implicit need, thereby influencing their buying decisions. Understanding of consumer psychology, therefore, plays a vital role in the development of marketing plans to promote contextual advertising. The behavioural pattern of the people helps provide important clues for preparing appropriate advertising strategies and campaigns so that maximum mileage could be garnered for the products (East, Wright & Vanhuele, 2008). Hellmann’s advertisements on different format are highly accurate in tapping the consumers’ cognitive, affective and behavioural responses. Figure 2: Perceiving the need (advertisement giving clue to improve cooking) In the above advertisement in print media, various aspects of consumer psychology are shrewdly exploited through cues, creatively designed graphics, stimulating multimedia effect and highly innovative contextual contents. The jingles, ‘its simply wonderful’ is very attractive and prompts young and the old to try Hellmann’s products on simple recipes to make them exotic. Hellmann’s products promote popular recipes and add-ons to highlight their versatility in usage. Their hundred years of existence give credence to their products which are modified to suit the changing tastes of the people. 3.1.1 Seeking information and assessing value Before buying, information about products is sought through different external and internal sources like internet search, previous experiences of the users or of the self, or surveying the market for the best brand in the same category. While the information gathering is designed to assess the value and look for alternatives for the best buy, Hellmann’s products create need through engaging advertisements that entice consumers to try it. Figure 3: Seeking information (using Hellmann’s website for product details) When consumers seek information on Hellmann’s website, it tends to impact their sense of adventure, daring them to try new things. The homepage is distinct in its simplicity and reveals information that is common but shows how it can become unique with the use of their products. Their advertisements provoke consumers’ innate creativity and exhort them to make their food more exciting by using different Hellmann’s products (annexure 1). The feedback from actual users becomes redundant due to established brand and perceived valued derived through long use. 3.1.2 Perception, sensation and attention Solomon (2006) asserts that perception, sensation and attention are interlinked and their interpretation may or may not result in purchase of the product. Perception occurs when the external stimuli like advertisements become meaningful to consumer or connect to their need in some way. The audio and visual content of the advertisements impact sensory receptors so as to hold one’s attention. Hellmann’s advertisements have been successful in extracting response from the consumers through jingles that constantly evoke sweet sense of satisfaction as experienced when they try dishes with their products. ‘So much more than I was wishing for… its simply wonder’ is highly motivating. 3.1.3 Consumption value and satisfaction Consumption value and satisfaction is derived when products are actually used. Lee et al. (2002) believe that perceived value is realized when consumption meets the expectation and results in retention and repeat buy. Its advertisements, especially Boxing Day advertisements show how people can relax and have the pleasure of tasting exotic dishes at the same time. The visual impact of media is able to influence the attitude of consumers and influence their perception to the product. The niche market position of Hellmann’s is testament to its popularity and satisfaction in the consumption of the products. Its boxing day television promotional jingles of ‘simply marvellous’ and ‘feet up feast’ are hugely attractive for housewives who wish to relax after hectic festive activities (annexure 1). Figure 4: Consumption satisfaction (Feet up feast) 3.2. Psychological perspective The psychology of purchase behaviour of consumers gives strong indication to their purchase decisions. The cognitive and psychological need motivating factors not only influence but also create need for the product. Some of those key factors are broadly described as below: 3.2.1 Motivation and personality Motivation plays strong role in creating the need. The various motivating factors like environment, personal health and wellbeing, sustainability and development issues etc. all influence purchase behaviour in varying degree. Scholars assert that motivated behaviour is stimulated by a desired goal that is need focused (Arnould et al., 2004). All products which are bought as a lifestyle statement have a motivated goal. Maslow’s hierarchy of needs is important explanation that helps marketers to identify, evaluate and fulfil needs of the people through products that meet them. As shown below, the pyramid of Maslow’s hierarchy of needs vis-a-vis Hellmann’s products and concept of food get huge boost. Figure 5: How Hellmann’s products help meet Maslow’s hierarchy of needs Hellmann’s market strategy judiciously exploits it to influence and impact consumers’ changing needs and thereby influences their buying decisions considerably. Health and environment are yet other major motivating factors. They also determine how people like to spend their time and money. Indeed, luxury brands, fashion trends etc. are lifestyle pattern that prompt defined behaviour which the marketers try to meet by constantly updating their products. The following advertisement is designed towards people who are calorie conscious. Figure 6: Motivation provided by healthy ingredients in Hellmann’s products Moreover, personality is also powerful factor that dictates lifestyle. It is defined as the way other people interpret one’s appearance and outlook (Solomon et al., 2006). Self-concept promotes perception of self or the way one would like to perceive oneself. The above advertisement targets the consumers who have diet issue and is able to influence their purchase decision based on the cue given as ’40 calorie per dollop’! For people who are sensitive to environment, Hellmann’s approach is highly appealing. All Hellmann’s products emphasise its sustainable approach and highlight environment friendly ingredients of the same as shown below: Figure 7: Motivation provided by environment friendly ingredients in Hellmann’s products Indeed, people’s motivated behaviour is dictated by the extent to which they are ready to change their personality to suit external environment. The marketing mix used by Hellmann’s is highly successful in conveying its environmental friendly and health conscious image. The small but succinct message in bold print showcasing its products with ingredients containing Omega 3 and using free range eggs, convey the necessary message of ethically produced goods. 3.2.2 Brand image and perceived image Kotler & Keller (2009) emphasize that brand creation is needed to promote certain perceived value for the product that would influence consumer purchase behaviour. The brand equity ensures that product not only meets the need of the customer but also enhances unique sense of self satisfaction that is prompted by external environment. Hellmann’s has established its brand equity by using common advertisement in all its food chain across the globe of ‘bring out the best’ (annexure 1). Furthermore, they are able to attract consumers who are health conscious food lovers and tempt them with mouth-watering dishes that are healthy and correspond to their motivated goal of maintaining healthy food habits. 3.2.3 Learning Cognitive learning reveals the various ways to filter information in the memory and apply it as and when required. People tend to learn by listening, watching, reading, touching etc. to process and retain information (Solomon, 2006; Schiffman & Kanuck, 2010). The cognitive theory becomes pertinent because it is extensively used in marketing strategy to influence consumer behaviour. Memory is cue dependent that makes short crisp messages more effective as against long text. In the advertisements, the audio, video and print contents showcase and convey designated message which are retained by consumers. They may or may not turn needs into purchase decisions, depending on the extent of impact made on the people. The visual appeal and textual content serve as strong communication tool that could act as a catalyst to the process of buying and therefore focus on the needs and requirements of the target demographic segment. At the same time, behavioural learning is driven by motivated goals, external stimuli and responses, and reinforcements. These factors promote behaviour that results in buying decisions. Hellmann’s extensively exploits cognitive and behavioural learning theory to attract consumers. Its print advertisements as well as television promos are designed for easy recall of visuals and the textual contents of the advertisement that guarantee satisfaction of desired goals. Indeed, it is reflected in the behavioural pattern of the people who may or may not become their customer where consumer is invited to get involved (Annexure 1). 3.2.4 Values, beliefs and attitude The value system of individuals is based on socio-cultural paradigms which motivate buying. Handgraaf and van Raaij (2005) argue that when products are evaluated against the values and beliefs system of individuals and found to improve wellbeing, it results in the purchase because of the merging of the economic and psychological behaviour. The product signifies certain values that are congruent to the individual’s beliefs and thereby creates an attitude that favours the product. For examples, in the current times, people are increasing becoming conscious of health and therefore are automatically attracted to the products that are healthy and contain healthy ingredients. 3.3 Cultural dynamics and their impact on consumer behaviour In the fast transforming global values, socio-cultural imperatives strongly influence consumer behaviour. Shultz (2001) says that it is the end-users who now control the markets rather than the marketers. The myriad factors impact varying needs and requirements of multicultural society which have emerged as strong elements for marketers to exploit in order to influence consumer behaviour. The advertisements of Hellmann’s products promote global culture and through vibrant display of goods and the textual contents, they are able to connect with the people’s idea of the products. Moreover, they urge them to transform their traditional recipes coming from different culture, into new exciting dishes by creatively using Hellmann’s products. Their advertising jingle of ‘simply wonderful’ and ‘simply marvellous’ cuts across cultural divide and promotes universal brotherhood (annexure 1). 3.3.1 Personal choice Personal choice of the desired products could be triggered by social status, latest trend in fashion or even the socio-cultural compulsions. They tend to fulfil the need and promote higher sense of achievement. 3.3.2 Family The family plays critical role in purchasing of products at home, especially one that may collectively serve the interests of all members. Family is considered to be the major consumption and decision making unit (Assael, 1998). Though collective decision is favoured, the product also plays crucial part in purchase outcome. For example, while food products are largely decided by the mother, decision of family car would be made collectively. Parents also influence the purchase behaviour in their offspring when they inculcate value based purchasing. But by and large, family’s purchasing decisions become important as they are distinct in their quality, quantity and frequency. Hellmann’s products tempt housewives and even children to cook world class dishes with little effort through advertisements that are easy to recall. 3.3.3 Social consciousness and social mindedness In the present times, social consciousness has increasing become important factor in the purchase of goods and services. Social mindedness promotes socially, economically and environmentally responsible behaviour with regard to purchasing of products (Edwin and Douglas, 2008). People increasingly prefer goods that are environment friendly and promote social cause. Auger, Devinney, and Louviere (2007) assert that purchase decisions are significantly influenced by the ethical issues and social responsibility of the firms. Thus, products that are endorsed by fair trade and are ethically produced are increasingly preferred by the consumers and influence their buying decisions. The organic products and products that contain healthy ingredients and promote sustainability of resources are more popular. The marketers therefore like to exploit the same in their advertisements and influence the buying behaviour of the consumers. Hellmann’s products use labels that highlight their healthy ingredients. Omega 3 is emphasized in bold on the labels of mayonnaise as well as the range of free eggs which validate sustainable business practice (annexure 1). 4. Conclusion One can therefore conclude that ad campaigns cleverly exploit the purchase behaviour process of the customers by highlighting the perceived need and method of fulfilling it. The visual display is creatively merged with textual content so as to address the requirements of people from diverse background. Hellmann’s ad campaigns have consistently applied theories of consumer psychology to gain the trust of the consumers and create their own niche market segment. In fact as seen from Hellmann’s various advertisements, it is quite obvious that they have shrewdly applied marketing theory to influence consumers’ perception and create need for their product that is reflected in the purchase behaviour. (words: 2848) Reference Arnould, Eric et al. (2004) Consumers, 2nd edition, NY: McGraw-Hill. Assael, H (1998) Household Decision Making, in Consumer Behavior and Marketing Action, Cincinatti, OH: South-Western College Publishing. Auger, Pat Timothy., M. Devinney, and Jordan J Louviere. (2007) ‘Using Best-Worse Scaling Methodology to Investigate Consumer Ethical Beliefs Across Countries’, Journal of Business Ethics, vol.70, no.3, pp.299–326. East R, Wright M and Vanhuele M (2008) Consumer Behaviour Applications in Marketing, London: SAGE Publications. Edwin, J Nijssen and Douglas, Susan P. (2008) ‘Consumer World-mindedness, social mindedness and tore image’, Journal of International Marketing, American Marketing Association, vol.16, no.3, pp. 84–107. 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Schiffman and Kanuk (2010) Consumer Behaviour, 10th (Global) edition, London: Pearson education. Schiffman, L., Kanuk, L. and Wisenblit, J. (2010). Consumer Behaviour. 10th edition. London : Person Education LTD. Shultz, Don E. (2001) ‘Bid Farewell Strategy based on old 4Ps’, Marketing news, vol.35, no.4, pp. 7. Solomon M. et al (2006) Consumer Behaviour: A European Perspective, London: FT Prentice Hall. Annexure 1 Flavoured Mayonnaise TV Ad, Available: https://www.youtube.com/watch?feature=player_embedded&v=f3FUVlFjR3s#t=0s [8 December 2012] Spark up your BBQ with Hellmann's Flavoured Mayonnaise. Available: https://www.youtube.com/watch?feature=player_embedded&v=xgcuauKRo-c#t=0s [8 December 2012] Feet Up Feast. Available from: https://www.hellmanns.co.uk/images/Hellmanns_Bubbly_Jubbly_Squeak_480x650.jpg [8 December 2012] Spark up your BBQ. Available: https://www.hellmanns.co.uk/images/Hellmanns_Twist_of_pepper_480x650.jpg [8 December 2012] Motivation: Paradise Pasta salad. Available: https://www.hellmanns.co.uk/images/Hellmanns_PASTA_SALAD_480x650.jpg [8 December 2012] Relax recipes, Available: https://www.hellmanns.co.uk/images/Hellmanns_RELAX%20ROSTIES_480x650.jpg [8 December 2012] Motivation: Environmental friendly products, Available: https://www.hellmanns.co.uk/images/P3_KEY_VISUAL_865X350_2.jpg [8 December 2012] Perceiving need. Available: https://www.youtube.com/watch?feature=player_embedded&v=Zr1xKaLj5_g#t=0s [8 December 2012] Perceiving need. Available: https://www.youtube.com/watch?feature=player_embedded&v=5n7w6aRv__U#t=0s [8 December 2012] Seeking information. Available: https://www.hellmanns.co.uk/ [8 December 2012] Read More