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Consumer Behaviour: Nescaf - How their marketing mix influences consumer cognitive, affective and behavioural responses - Essay Example

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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…
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Consumer Behaviour: Nescaf - How their marketing mix influences consumer cognitive, affective and behavioural responses
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"Consumer Behaviour: Nescaf - How their marketing mix influences consumer cognitive, affective and behavioural responses"

Download file to see previous pages 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. Advertisements influence cognitive responses in a big way because people mostly use mental images of advertisements when they are making purchases. Affective mix is evaluative and includes intentions, feelings, preferences and judgments whether favorable or unfavorable. Affective response focuses on Attitude as the main concept. Affective response towards Nescafe is affected by past experience as well as information. This information organizes beliefs and perceptions about Nescafe that are in the consumer’s mind and manipulates their decision. Marketing mix does a lot in product evaluation. Affective response depicts feelings whether positive or negative. Affective disposition is dynamic and a tendency to respond. Nescafe’s marketing mix affects buyer’s attitudes in making a choice about purchasing Nescafe. The attributes of Nescafe are determined by the marketing mix. Behavioral response to Nescafe marketing stimuli focuses on purchase behavior of the consumers. Marketing stimuli like advertisements play a role in affecting mannerisms towards purchase of products. The marketing mix elements of any company develop over years for any company’s product. It gives a clear picture of the company’s position in the market and what more there could be to offer. It studies the market effectively and gives the company an advantageous position. The marketing strategy used by the company gets to be scrutinized regularly. A strong marketing mix plan assists the company’s management to ask relevant questions like why, what if, how, where and who for the company’s strategy use. This mix helps in giving meaning to marketing elements so as effectively position the company’s offer. The marketing mix model is used to plan and roll out a new venture and in evaluation of an existing offer. The general purpose of the mix is to maximize the impact of the company’s product in the market. Consumer behavior gets influenced by the marketing mix stimuli. The marketing mix stimuli serves to have an effect on the consumer’s psychology of feeling, emotion and helps them select among alternatives. Some elements of the marketing mix stimuli help in consumer knowledge, motivation as well as decision ...Download file to see next pagesRead More
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