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Consumer Behaviour (case study milk) - Essay Example

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Advertising influences perception of brand, the product and decision to purchase. In Australia, milk industry uses a marketing mix strategy to create a unique image of the product and appeal to emotions of potential buyers. It order to increase its target audience, the milk producers reposition themselves with two main campaigns, B&S Ball and "Milk-legendary Staff".
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Consumer Behaviour (case study milk)
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Download file to see previous pages As a result, many buyers share a favorable attitude toward Australian milk. The new advertising campaign helps the milk industry appeal to new target audience. "It portrays milk drinkers as likely to have more stamina and to have a better time as beer drinkers" (Case study). In this case, behavior patterns of buyers are influence by quality decisions and unique qualities of the product. This behavior patterns represent how a product is associated with unique personal image and health-conscious appeal (Brock et al 1994).
Another step is to reposition the product and change "the way people view milk as s beverage" (Case study). In a short period of time, success is due in part to the product's association with prestige and new lifestyle. The message is reinforced in advertising that urges new buyers to join this group. The milk industry uses the same characters, James and Tom, with sex appeal. Personal values are considered important consumer behavior elements because they serve as determinants of attitudes and have manifested themselves in the formation of buying motives and brand attitudes. Personal values are better predictors of activity preference than demographic variations. Factors comprising items related to cultural activities, outdoor activities, and roots such as visiting ancestral homelands and friends and relatives indicated that personal values were more useful than demographics. Both campaigns are targeted at male consumers. It is possible to say that values are learned and are responsible for determining self-concept. These values extend to social, family life, entertainment, and other facets of life. New advertising campaign creates a new mode of conduct which the individual believes is either correct or incorrect, and increases number of branded products.
Another campaign, "Milk-legendary Staff", is based on emotional and sex appeal. The role of this type of advertising is to change the style of life of consumers beyond economic factors and includes an increasing concern with a sense of well-being. Consumers behavior is influenced by factors mentioned above and reflected their feelings, states of happiness, and other behavioral measures are associated with their expectations. Generally, the style of life is equated with a sense of satisfaction. For milk producers, it is important to create a core of loyal supporters based on their behavior patterns. The advent of customer loyalty is a response to the need to meet heightened customer expectations and face intensified market competition. Customer loyalty can be defined as a commitment to continue to do business with a company on an ongoing basis. To deliver customers satisfaction milk producers consider several options for developing operations strategy. Having the option to choose, and options to choose from, is crucial to marketing dynamics (Brock et al 1994). Without option of choice, they be unable to create a selling proposition and to target their most promising opportunities; and customers would be unable to express their needs and purchase preferences, settling for something less-than-acceptable, or not at all (Wells et al 2005).
In spite of positive changes in life style of people and increasing consumption of milk, both advertising campaigns exploit consumers. Advertising message has a great influence on buyers as it is often ...Download file to see next pages Read More
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