Concepts And Principles Of Marketing And Consumer Psychology Essay

931 Words4 Pages
2.0 Introduction
The aim of this report is to gain an insight into how the concepts and principles of marketing and consumer psychology are applied to a certain product and aim to analyse and evaluate the application of marketing and consumer psychology concepts by a product. This report will be looking at the Cadbury’s Dairy Milk chocolate bar, a product that is known around the world; “In 1824, John Cadbury opened a grocer’s shop at 93 Bull Street, Birmingham… The Cadbury manufacturing business was born in 1831… In 1905, Cadbury Dairy Milk is launched” (Cadbury, 2015). This report will cover a range of consumer behavior theories and how these theories help Cadbury’s attract and retain consumers. It will also include a marketing mix analysis in which at least two alternative marketing models will be included.

3.0 Main Body
3.1 Consumer Behaviour
In this section I will be discussing relevant consumer behaviour theories and then providing a more in depth analysis of how Cadbury utilise these.

3.1.1 The Decision Making Process
The decision making process has five-steps that simply display buyer behaviour, and logically goes through, step-by-step, the process of a consumer buying a product.

The first step in this model is problem recognition; this comes when the consumer becomes aware of the ‘problem’, they then develop needs or wants that they want to be satisfied. Applying this to Cadbury’s it shows that the first stage, problem recognition, would be the consumer’s
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