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Buyer and Consumer Behaviour: Weet-Bix - Case Study Example

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The "Buyer and Consumer Behaviour: Weet-Bix" paper analyzes the ‘Brand Performance’ and ‘Brand Salience’ of Weet-Bix in contrast to its competitors like Corn Flakes, Special K, and Just Right. It has been found that solely loyal buying for Weet-Bix is low in comparison to overall category buying…
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Buyer and Consumer Behaviour: Weet-Bix
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Download file to see previous pages Top of Mind Awareness for Weet-Bix has contributed to an increase in overall brand awareness and brand salience for Weet-Bix is pretty high. The customer profile of Weet-Bix slightly differs from the other four brands. The popularity of Weet-Bix among females, customers with high household income, and couples is pretty high. A significant amount of divergence in brand salience for Weet-Bix has been found between two categories like the whole population (users and non-users of the brand) and users of the brand.

Question 1: The concept of ‘brand performance’ has always been perceived as a functional outcome of collaborative summation of both intangible and tangible branding elements (Zeithaml, 2010). Kim et al. (2008) defined brand performance as the brand value that is able to provide definitive as well as a measurable contribution towards sustainable success for the business as a whole. On the other hand, Zeithaml (2010) defined a brand as “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and differentiate them from those of competitors”. Therefore, it can be said that brand performance can be influenced through adjustments of mentioned brand-related parameters that help customers to identify and differentiate the respective brand from other competitors. It is evident from the table (named as Table 1: Brand Performance Measures) that market share and market penetration are being used as key parameters to measure the performance of the brand (Carroll and Ahuvia, 2006). On the other hand, Ehrenberg (1969) used the concept “Double Jeopardy” as marketing law that brands having lower market share tends to have low brand loyalty and limited purchase frequency within a specific time period. Considering all the parameters like market share, market penetration, average purchase frequency, and sole loyalty; Corn Flakes has been selected as a market leader while Weet-Bix (2nd) and Special K (3rd) are selected as the other two key players in the market. ...Download file to see next pages Read More
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