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MBA404 Consumer Behaviour And Marketing Psychology Making

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Question:

This assessment is a culmination piece, in which you will be given an opportunity to combine the information you have accumulated in Assessments 1 and 2. More importantly, you will need to showcase an understanding of marketing issues related to consumer behaviour such as attitudes, group influences, culture, social class, consumer learning processes, and personal buying decision-making processes.
 
The Task: Based on the scenario below. In this report, you must demonstrate an understanding and application of various consumer behaviour concepts and theories by analysing the facts gathered from the video and the survey, and present strategic recommendations. You will be required to incorporate recent peer-reviewed literature in order to justify your proposed recommendations.
 
 

Answer:

Cadbury Oreo Product Overview

Cadbury Oreo is a brand of cookie that is filled with vanilla in between and the product is marketed as Chocolate Sandwich Cookie. The product was introduced in the market in the year 1912 and is regarded as the bestselling cookie in US till date. The product is available in more than one hundred countries present worldwide. Oreo biscuit is now being produced in different varieties due to the increasing demand of the product. The product is regarded as one of the leading brands present in the FMCG industry (Jha, Saini, and Kaur 2017). Cadbury Oreo is formed with milk chocolate, biscuit pieces and vanilla flavour filling. The classic Oreo is formed using eleven elements that are, salt, sugar, unbleached enriched flour, cornstarch, high oleic canola oil, leavening agent, chocolate, soy lecithin, cocoa, vanillin and high-fructose corn syrup. The product is highly demanded by the children in families, as they like the chocolaty taste of the biscuit with the taste of vanilla in the centre. One of the biggest reasons that have made the product highly famous in the market is its strong branding and marketing strategies initiated by Cadbury Company. According to Kraft Foods Company, Oreo is the world’s best-selling biscuit because of two major reasons that are, its taste and marketing communication strategy. The purpose of the company is to serve true happiness to the consumers in the target market. Cadbury Oreo is highly demanded in the country US along with Australia as well. The production of Oreo has made the company Cadbury profitable only (Jones, and Tadajewski 2015).

 

Critical Analysis

After surveying the marketing information about the product Cadbury Oreo, it can be clearly see that the purchase of the product has been slightly decreased that has affected the overall sales of the company. Various factors present in the environment affect the purchasing decisions of the consumers in the target market. These consumer behavioural factors are discussed below:

Personal Factors: personal factors of a consumer differ from person to person as they are affected by the lifestyle of the consumer (Dave 2016). Further some of the important factors that affect the buying behaviour of the consumer against Cadbury Oreo are discussed below:

  • Personality/ Preference: personality of the consumer highly affects their purchasing decisions in the market. Like, people having sweet tooth tend to consume more chocolates and Oreo biscuits as compared to other normal people. Likes and dislikes, priorities and moral values also affect the purchasing behaviour of people to purchase Cadbury in the market. In food industry, the opinion of the customer highly matters so it is important for the companies to make product considering the preference of all the customers present in the market.
  • Age: age and life cycle of a human being also lays impact on the purchasing behaviour of consumer in the society. The fact is obvious that a consumer’s preference change with the time being. With time, the preferences, likings and dislikes changes that also affect the sales of Cadbury in the market (Bell 2017).
  • Lifestyle: occupation of a person along with the ways in which they carry their life plays an important role in changing the purchase decision of a consumer in the target market. Further, lifestyle of a person also affects their purchasing power towards certain product in the market. For instance, purchasing power of Cadbury Oreo decreases if the consumer invests on clothing more.

Social Factors:

  • Family: family members and friends influence the choice of the customers in the market. As discussed in the previous assessment that major target segment of the company includes children and young boys and girls only. These people are highly influenced by their parents and peer (Chokshi, et. al., 2016).
  • Reference Group: these type of groups have the potential to form an attitude or behaviour of the individual. The impact of reference group differs on the basis of products and brand. Influence of reference group is high in case of Cadbury Oreo company.

Cultural Factors:

  • Culture: culture is a part of each organization that initiates the demand of the product in the market and their positive behaviour against the product. The influence of culture differs from country to country so the companies have to be particular while presenting information to the right customers in the market (Ramli 2017).
  • Social class: social class of the consumer affects the buying behaviour towards certain product. People having same social class tend to use same products in the market. Wealth, education etc. form a part of the social class of consumers.
 

Marketing strategies of Cadbury Oreo

Marketing campaign of the company, Cadbury also affect the purchasing decisions of the consumer in the target market. Better the advertisement, higher the level of sales is initiated for the product in the market. Resulting to which, companies have started shifting their focus from managerial activities to specialized marketing activities for the consumers (Dimitriadis, Ney, and Dimitriadis 2018). Further, the marketing strategies initiated by the company Cadbury are discussed below:

Advertising: Television, print media, posters along with social media communication are the main media of communication for Cadbury in the market. Cadbury Oreo is advertised using innovative television advertisements and catchy taglines as well. The company use creative taglines and advertisement and create an impression in the eyes of customers which certainly insist them to purchase the products in the market. ‘Taste like this feels’ is the current tagline of the company in the current market. The advertising strategies of the company Cadbury provides a business message to the consumers that help them to deliver the right type of message to the consumers in the market (Bailey, and Alexander 2017).

Discount and Promotions: discount and promotion techniques of the company help them to attract the customers at a greater level. Cadbury Oreo initiates activities like ten per cent discount on the product or ten per cent extra in each product. Further, it should be noted that the Cadbury Oreo products are highly demanded in the market at the time of festive seasons. As the company as positioned the product in such a way that the consumer gifts the product to other people at the time of festivals. Sales promotion repeatedly helps the company to increase its sales by providing benefits to the customers (Solomon, et. al., 2017).

Event Sponsorship: event sponsorship is on the element of marketing communication mix that helps the company to promote its name in different events as well. Like, Cadbury Oreo sponsors in the Premier League of England, entertainment events etc. Sponsorship in such type of events makes the company visible in front of the customers that ultimately help them to increase its sales in the market. Event sponsorships help the company to attract new customers present in the market as well (Lantos 2015).

Celebrity Endorsement: this is also one of the biggest factors that helps the company in increasing its sales in the target market. Louis Walsh, Amitabh Bacchan etc. are some of the famous personality who endorses the product using their goodwill in the market. The brand image of these famous people present in the market influences the customers to purchase the Cadbury Oreo product in the market. These celebrities form a part of the reference group that influence the purchasing decisions of the customers in the target market (Stephen 2016).

 

Relationship between Consumer Purchasing Behaviour and Marketing Analysis of Cadbury Oreo

Relating both the aspects, the fact should be noted that the biggest reason due to which the sales margin of the company is decreasing because the management is unable to understand the actual preference of the customers from the product. If the expectations from the product adequately complies with the delivery of the product then repeated sales in developed in the market. Thus, it can be said that the marketing strategies of the company is not focusing on the factors affect consumer behaviour in the market (Bamossy, and Solomon 2016).

Further, the current marketing focus of the company Cadbury Oreo is to increase its sales in the market by satisfying the customers, however the company is somewhere lack behind due to which the sales in depleting. So, it can be said that the company Cadbury Oreo marketing behaviour and the consumer purchasing behaviour has a deep relationship that affects the sales of the company if not managed properly. The company needs to change its marketing strategies in order to grow the sales of Oreo product in the target market (Bamossy, and Solomon 2016).

 

Strategic Recommendations

Below mentioned are the recommendations with the help of which Cadbury Oreo can successfully grow in the target market.

Analysis of Appropriate Target Market: as discussed in the assessment one and two that the Cadbury’s primary target are children. However, children are highly influenced by their family and friends present in the market as discussed in the above stanza. So, the company should shift their focus from children to their parents because if parents are satisfied  that the product is good for their children then definitely they will purchase Cadbury Oreo for their kids which will subsequently increase the sales of the company (De Mooij 2010). So, it should be recommended to the company that they should make parents of children as their primary targets so as to increase the sales of their product among children. This will affect the sales of the company in dual ways, firstly it will promote the name of the company between middle age people and secondly it will also increase the likings of the children towards the product (Solomon, et.al., 2014).

Cost Effectiveness: The fact has been noted that the company Cadbury has reduced to quantity of the products served by them in market that has increased eyes for the customers in the market. People prefer purchasing those products that provide them equal utility according to the money spent for the product. Thus, it should be noted that this could also act as a factor for the decrease in the sales margin of the company. Either Cadbury should increase the quantity of the products served by them or they should decrease the price of the Cadbury Oreo. People look at the brand as an affordable luxury product present in the market, this image of the company should always be maintain in the market. Cost effectiveness is one of the best strategies that attracts the interest of the consumer towards the product and motivate them to purchase it as well (Hawkins, and Mothersbaugh 2010).

Improvement in Customer Loyalty: customer loyalty is the base for repeated sales for the product in the target market. Improvement in customer loyalty will automatically increase the sales of the product in the target market. No company becomes wealthy in the market by making just sales instead repeated sales is the essence of the growth of an organization. So, the company should implement activities that should help them increase the level of customer loyalty in the market. The company should adequately research on the consumer purchasing behaviour and then satisfy them by providing products and services accordingly. Further, Cadbury Oreo should provide additional benefits to the longstanding and loyal customers in the market so as to establish a relationship with them in the market. In this way, the company can appropriately create an adhesive relationship with the customers and influence them to purchase Cadbury Oreo products in the market.

Feedback: post sales activities have become one of the most influential ways to attract customers and maintain a fixed relationship with them in the market. The company should start taking feedbacks from the customers present in the market so as to get to know about their expectations from the product and are they satisfying them properly or not. In this way, the company the company will also get new ideas for innovating the product in the market. Feedbacks will promote the sales as it will help the company to understand the consumer’s point of view present in the target market. Thus, it should be noted that with the help of above mentioned four recommendations, the company can easily increase its sales margin in the target market by satisfying the consumers as well.

 

References

Bailey, A.R. and Alexander, A., 2017. Cadbury and the rise of the supermarket: innovation in marketing 1953–1975. Business History, pp.1-22.

Bamossy, G.J. and Solomon, M.R., 2016. Consumer behaviour: A European perspective. Pearson Education.

Bell, J., 2017. 'Setting the joy free'with Cadbury UK: A CDA analysis of how persuasion is communicated within Cadbury UK's social media discourse, according to Aristotle's' persuasive proofs'. Jönköping University. < https://www.diva-portal.org/smash/get/diva2:1139862/FULLTEXT01.pdf>

Chokshi, P., Shah, H., Arora, R. and Agrawal, N., 2016. Perception of Consumers towards Cadbury and Nestle. Asian Journal of Research in Marketing, 5(6), pp.8-27.

Dave, U., 2016, April. Impact of social media marketing on FMCG sector in India. In Proceedings of Business and Management Conferences (No. 3405808). International Institute of Social and Economic Sciences.

De Mooij, M., 2010. Consumer behavior and culture: Consequences for global marketing and advertising. Sage.

Dimitriadis, N., Ney, J. and Dimitriadis, N.J., 2018. Advanced Marketing Management: Principles, Skills and Tools. Kogan Page Publishers.

Hawkins, D.I. and Mothersbaugh, D.L., 2010. Consumer behavior: Building marketing strategy. Boston: McGraw-Hill Irwin.

Jha, M., Saini, G.K. and Kaur, S., 2017. A study on analyzing the branding and perception for cadbury chocolate with reference to other market players. South Asian Journal of Marketing & Management Research, 7(7), pp.89-98.

Jones, B. and Tadajewski, M., 2015. Origins of marketing thought in Britain. European Journal of Marketing, 49(7/8), pp.1016-1039.

Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing managers. UK: Routledge.

Ramli, N.S., 2017. A review of marketing strategies from the European chocolate industry. Journal of Global Entrepreneurship Research, 7(1), p.10.

Ryals, L., 2017. Issues in sustainable marketing. In Cranfield on Corporate Sustainability (pp. 119-132). UK: Routledge.

Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.

Solomon, M.R., White, K., Dahl, D.W., Zaichkowsky, J.L. and Polegato, R., 2017. Consumer behavior: Buying, having, and being. Boston, MA, USA: Pearson.

Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.

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