miercuri, 21 septembrie 2016

Consumer Buying Behaviour


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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