1
Running Head: Cereal Aisle Analysis
Cereal Aisle Analysis
[Writer’s Name]
[Instructor’s Name]
Cereal Aisle Analysis
Introduction
This paper describes the consumer behavior and consumer attitude towards a product. e.g. their behaviors towards buying cereals mostly breakfast cereals. The demands they put up, the satisfaction level they want to gain and what price level they are intended to. Every individual on this earth has a distinct personality which has own choices, decision making power and selection of things on various criteria like demographics, environment, financial, social and economic conditions
1. Identify the store and the day and time you made your observation.
In this paper, I will describe my visit to a grocery store near our home which is known as “Utility Usually I do grocery from this place at the start of every month because everything is available her approximately under a single roof. On November 18, 2013, early morning nearly at 9 o’ clock, I went straight to a cereal aisle in the store, where all kids, adults and sugar free cereals were available. Different varieties of people were buying them. Imported as well as local cereals were available.
2. Analyze the behaviors you observed to determine how consumers progressed through the consumer behavior process while in different aisles.
Companies utilize many different strategies to have the attention of people towards their advertisements of the products especially children are their target market. Fantasy and cartoon themes are used mainly. For example, there was an advertisement explaining the fact that a kid is sliding down over a big heap of cereal and then as soon as he eats it, he enters into the tunnel of various delicious fruity flavors. Now naturally, the children watching this type of commercial woyuld be attracted towards this cereal and they want to have the taste of all the fruits in their mouth. (Harrison, Marske, 2008).
On the other hand, what they plan to attract adult customers is not that difficult to analyze. Basically, they produce advertisement by playing with the psyche of the customer. Whatever adults feel about themselves and they are fascinated towards the products that may provide fitness, health and well-being. Mostly girls are attracted towards the products that can make them slim and smart and prettier than before. There is an advertisement of cereal which has strawberry dried chunks in the fat free cereal. This really attracts the customers especially female groups because they will have fruits and low fat diet in a single package.
3. Assess how consumers determine value for their various purchases. This can be addressed with at least two (2) specific consumer examples or by combining all the consumers you observed.
When consumers guess the value of a tough product, they reflect not only the complete number of periods they reflect they will utilize the products again and again to know the pros and cons of the product, what negative and positive things they are analyzing in a product which they are going to buy. Some consumers have a category that they fix a specific brand of the product for themselves and they choose only that particular cereal even if they are using them since last ten years, they will not try to change it. They are highly satisfied by the given product. It is also the number of times they sue the product that decides how much a consumer values the product.
The very similar cues that customers use to regulate that they force use a product regularly also make them contemplate that others practice the product more frequently than they will. In a first study. The day I visited the store, I analyzed that mostly people including kids and teenagers tend to buy the cereal having a free tooth brush in an offer. It made me realize that consumers also value their product, when they are offered with something free. A free package is a valid attraction for the customer. This is the reason why some brands made such offers when their product marketing tend to get failed. This is an old and effective marketing strategy mostly brands use to sell their products.
Advertisements or client reviews stress how a product can be combined into a consumer's everyday life can go wrong if customers believe their own tradition frequency will be inferior than others. The overall finding of how customers value their products suggests that if persons believe they won't be capable to retain up with the step of others, they might select not to even try.
Various hot cereals have offered well - value sales increased about one forth between 2004 and 2009 - ice-covered, or ready-to-eat (RTE), cereals still type the utmost segment of the market approximately 90% as according to a marketing researcher. Diffusion of freezing cereals is in elevation, with more than 85% of customers overwhelming them. There is superior room for development of sincere cereals; just over half of customers actually acquisition into the demographic curved. (Harrison, Marske, 2008).
Families are essential consumers as parentages desire to double-check their new kids twitch the day with a healthy serving of food half percentage of buyers have faith in 'children should always have breakfast by the researcher Toluna. They are also probable to acquisition a diversity of cereals: more than half of purchasers have at minimum three sorts in the home at any one of the time.
Cereal brands delight a high grade of both consciousness and faithfulness amidst customers. Even some of them held the estimation that there is no alteration between international and local brands of cereals, so producers still have energy to do to persuade consumers it is value giving a premium for their children (Kuribayashi, Roberts, Johnson, 2008). Struggle in the children's market is comparatively fierce.
4. Pick two specific consumers that seemed to be very different from each other. Contrast how these two (2) consumers progressed through the consumer perception process.
There are many of great stuff available in markets about cold cereal for mealtime. It is fast, informal, they are mostly usable when the kids are adult enough to pour their desired quantity of milk in the cereal. Now there are various types of cereals available in the market like one which are instant ready by pouring milk in that and other can be served after putting the milk with heat. They get tasty after that. But there is a disadvantage trying to get out of the cereal aisle without having a mess with your kids over which brand to the procurement stage. I saw a parent child dispute over making a purchase decision on cereal aisle. The conflict between them was that the kid wanted to buy a cereal that was expensive but in small quantity having a jigsaw puzzle game with it free whereas the father wanted to buy a less expensive cereal that was in a great quantity but having no free game with it. Now sometimes in this situation it is hard to convince the kid to take a sensible decision. So the father had to bow his desires against the will of the kids. I remember an advertisement after watching this incident that had a logo” fighting with your kid on the selection of the cereal is not good to start a day”. This brand provided a combination of both kids’ and fathers’ choice on the ingredients both wanted to have their cereals. It was the effective way of the seller to sell its product that may be old but they presented their product to the consumers in a novel way.
According to a researcher, the amount of money that the cereal businesses spent in 2011 marketing their poorest products straight to your child. Consumers took a nearby look at last year's cereal publicity and originate that in just a single year, the average child eats 5 cereals per month and billion dollars are spent on its advertisement.
5. Analyze how different manufacturers motivated consumers to pick their specific brands. Articulate thoroughly the behaviors displayed and tactics used by the store or manufacturer to motivate the purchase.
In a country where nobody picks up a one dollar toffee without knowing about its taste and features, how can one think that consumers will buy the cereal without knowing the facts and features they contain. Parents buy such cereals or other edibles after knowing what ingredients it has, wheat, rice or fruits. It also depends upon the quantity of sugar, fiber, carbohydrates, proteins and vitamin level present in a cereal to make a decision whether it is healthy for a child or not. A child’s physique in this regard is important. The child needs more vitamins or more fat. For example, some kids do not like honey and honey products, so the cereal with honey or contents will be a waste for them if the parents buy it as no one will use it in the home.
Marketing Tactics
Marketing specialists that have the reactions to those questions will have a much healthier chance of producing, collaborating about, and delivering value-added crops and facilities that you and persons like you will need to buy. That’s what the education of customer behavior is all about. Shopper behavior reflects the many reasons—individual, situational, emotional, and social—why persons shop for foodstuffs, buy and use them, occasionally become faithful customers, and then arrange of them.
Marketing Segmentation
Marketing segmentation is the most effective tactic used to motivate consumer group to buy some products. A customer’s choice can be majorly hit by two categories:-
· Lifestyle
· Demographics
These two categories decide whether a consumer wants to buy anything or a specific product. Marketing is an amazing thing. Companies and advertisement agencies play with people’s emotions, targets’ their sensitivity level. A new study in marketing reveals the fact that suggesting a consumer’s strategy to buy a product frequently will eventually decrease the chances to buy the same product. So it is obvious people want something new, creative and novel. Monotonous is very boring for everyone. Mostly companies take advantage of this thought of school and keeps on creating something new in their products to attract the customers and mostly this strategies hits the roll.
6. Record all your observations in a table placed in the Appendix.
S.NO. / Type of Consumer buying cereal / Type of cereal / Price range01 / One old man / Fat free cereal / 10 dollars
02 / A father and a kid / Highly rich fibered cereal, instantly made / 30 dollars
03 / Two women / Low fat, rich proteins cereal, made on heating / 20 dollars
04 / An adult / High carbohydrate, high fiber cereal / 40 dollars
05 / A woman and a kid / One low fat cereal, one kids cereal with a free toothbrush30 dollars
Conclusion
In a nutshell, companies spent billions of dollars on a single advertisement to sell their products. Sometimes they get a hit click and other times, their campaign gets failed. The new marketing strategies’ need to be intended and it is very important to have a survey of the type of consumer groups available in a specific area. The need is to hit the customer’s psyche. Marketing is a long time process. It changes its selling and buying trends with the passage of time. After having my visit to grocery store and having my observations about the cereal aisle, I was really astonished how the marketing of the products puts an impression on the minds of people and thus they make their decision according to their needs and choices.
In all the complicated steps of marketing process, the most important step is need recognition, the brand has to analyze the fact what is the actual need of the consumer who is going to buy the specific product and why? What he/she needs in this product? Customer satisfaction is not easy to gain but once a brand knows about the requirements of the consumers, it becomes easy for the manufacturers to launch various campaigns and offer discount deals for the different groups of the consumers separately.
References
Harrison, K.; Marske, A.L. (2008). “Nutritional content of foods advertised during the television
programs children watch most”: American Journal of Public Health: 97(3): p68–74
Kuribayashi, A.; Roberts, M.C.; Johnson, R.J. (2008). “Actual nutritional information of
products advertised to children and adults on Saturday”: Children's Health Care: 38(4):
p30–32
Unknown (2010). Science news. Science daily. Learning How Consumers Value Products.
Retrieved from : - http://www.sciencedaily.com/releases/2010/09/100920172742.htm