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Consumer Behavior in Kelloggs & Table of Plenty - Case Study Example

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From the paper "Consumer Behavior in Kellogg’s & Table of Plenty" it is clear that the knowledge of consumer's inner characteristics helps Australian marketing firms design proper strategies to make the ever-changing taste and preference of consumers…
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Consumer Behavior in Kelloggs & Table of Plenty
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Download file to see previous pages The findings established that consumer knowledge about the products influences their attitude and their buying habits. Through learning consumers, the consumer can develop a different perception about a product or brand name of the company. Organizations use information about customer perceptions and expectations to design products that meet consumer expectations.

People always make decisions about what to wear or eat and so on. Similarly, many product decisions are arrived at routinely, and this helps provides value and customer satisfaction as well as effectively enhance the value of the company (Smith & Mackie, 2007). Additionally, it improves products and services and creates a competitive advantage. This is known as consumer behavior. Companies can spend millions of dollars just to uncover the reasons behind the decisions that characterize consumer behavior (Perner, 2010). This assignment examines the broader inner characteristics of the consumers in the Australian market with specific examples of Kellogg’s & Table of Plenty, based upon some of their breakfast cereals. The focus is to compare and contrast their consumers in terms of their inner characteristics, namely motivation, personality, perception, learning, and attitude.

Solomon (2009, p. 113) defines consumer behavior as "the study of consumers and the processes they use to choose, consume (use), and dispose of products and services and how those processes impact on the consumer and the society at large." Companies' and firms’ marketing decisions are primarily based on assumptions and knowledge of consumer behavior. In other words, the psychology of how consumers make decisions and what influences those decisions to help companies and firms to improve their marketing strategies (Smith & Mackie, 2007). Therefore, since consumers are different they tend to display different internal characteristics relating to their needs, motivations, personality, perception, and learning regarding the same products or services (Perner, 2010). ...Download file to see next pagesRead More
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