A Report Into Consumer Behavioural Theory and Its Implications for Benecol’s Marketing Strategy

3504 Words Apr 8th, 2011 15 Pages
A Report into Consumer Behavioural Theory and its Implications for Benecol’s Marketing Strategy

Executive Summary * Understanding consumer behaviour allows us to engage more effectively with our target market and increase sales * It is vital we understand the needs of our target market and their motivation for purchasing Benecol or alternative products. * Giving Value to a product after we understand our consumers’ needs and motivation for purchase can increase positive interaction with our market. * When marketing a product, it is advised that the advertisement attaches itself best to the needs and value of consumers with relevant and engaging information. * Creating a psychological struggle for customers as well as curing
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However, the value the product gives to the consumer from a marketing perspective will be discussed in greater details through other behavioural theories as the above chart is too rudimentary to give explicit argument to Benecol’s potential without more exploration.
Information Processing
Something highly intrinsic to the product value of Benecol is the emphasis on being ‘the only range of foods to contain Plant Stanol Ester, a unique cholesterol lowering ingredient.’ (Rasio Plc., 2011). Getting this information to the public through advertising happens through the brand website, but on television the advertising is focused on basic prompts that will motivate the audience into believing in the benefits of using the product. One example is the latest UK advert which places stress on the convenience of the product with a line in fairly small print about the plant stanol ester underneath the visual of how easy it can be to help lower cholesterol. The information of stanols is considered secondary in marketing the convenience product and therefore is only likely absorbed by those already interested in the product or the advertising.
Dissonance
This theory is based on a consumer’s cognitive struggle where two beliefs that are reasoned to be true are not consistent. This process of a cognitive clash brings about a motivation to come to a positive conclusion where a psychological compromise can occur to bring
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