Week 1.3 Consumer buying behaviour
Toblerone is considered a luxury product and that is because
it was marketed as a high quality product in the past and people still have
that image in their head. Nowadays, the buying behavior influence is weak. For
example, family might have an influence since they are those who buy the
product for the child. This is the parent’s financial influence that makes upon
the kid in choosing the product, but only in the early stages. As he grows,
influence becomes weak and non-existent. This influence can be produced only in
some social classes. What is it above middle class, no influence can be applied
and kids chose their own product. What is influenced however is the social
class influenced by the marketing of Toblerone. Since it is seen as a high
quality product, it is targeted to the middle and lower-upper class. The
influence is pretty moderate at that stage since they will probably go for
Toblerone instead of an Albert Heijn chocolate bar, considering their social
status. This type of behavior applies not only for the chocolate, but also in
all aspects such as buying a more luxury car like a Bentley, instead of a
low-cost Dacia that is built to take you from point A to point B.
Regarding the stages of the family cycle, Toblerone is not influenced
by any stage since in all times a chocolate bar is in demand, even for the
Single 2 type, which might want the chocolate bar for the Nostalgia factor. So,
no matter the stage, the influence is weak. In a buying behavior of a person,
the most often met situation is through the traditional shopping, and with
Toblerone is usually done through Post-purchase evaluation since people usually
take food not only chocolate to try and they do not do much research beforehand.
To illustrate better the attitude of the customer towards
Toblerone, an attitude scale was created.
Attribute
|
Importance
|
Brand Evaluation
|
Importance x brand evaluation
|
Taste
|
5
|
4
|
9
|
Price
|
4
|
2
|
6
|
Shape
|
3
|
4
|
7
|
Stays hunger
|
1
|
3
|
4
|
Quality
|
5
|
5
|
10
|
Level of sugar
|
3
|
1
|
4
|
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