Consumer Behavior Analysis on Frozen Yogurt
December 5, 2011
Contents
I. Foreword
II. Objectives of the Study
III. Methodology
IV. Principal Findings and Application of Theories
A. Consumer Analysis
1. Consumer Affective System & Cognitive Process in Decision Making
2. Consumer Behavior Sequence
3. Consumer Environment
B. Marketing Mix
1. Product
2. Price
3. Promotion
4. Placement/Channel
V. Recommendation
VI. Appendix
VII. References
I. Foreword
This paper presents a dynamic framework for consumer response models that focuses on (1) the relationship between the constructs of interest
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Evidently, affect is not the only factor to be considered to fully make up a conclusion. There’s the cognitive system.
1. Interpretation and Integration
The team busted the ice by asking what comes to their minds first when they hear of frozen yogurt. Figure 4.1 illustrates number of words they incorporated with the subject. Holding the largest portion of 40% points that frozen yogurt is healthy. It can be observed then that the group’s respondents already have an idea on what yogurt is and simply mentioning it evoked the idea of healthy from their memory. Next to place, both with 13% are yummy and Red Mango. Obviously, Red Mango is heading the right direction, just its consumers hearing frozen yogurt and making them remember the brand. Red Mango is a good sign especially for the manager of the company. Red Mango does a solid job in terms of making themselves aware to the public. They managed to build a firm name in the frozen yogurt industry. The consumers’ part in being aware of a particular brand plays a major role especially in a competitive market. If people are not aware of the brand, no one would buy their products. Brand awareness then is more or less proportional to market share. Back to the graph, 10% made them think of ice cream, 7% said it is refreshing, and the other portions just refer to sour and toppings. From this kind of information, it can be inferred that consumers
Frozen yogurt’s popularity has skyrocketed over the years, making it very well known to the public, maybe even more liked than another popular product. Ice cream isn’t the same as frozen yogurt and it just doesn’t receive as much love. There are also many benefits to eating frozen yogurt. Plus it just tastes so rich and creamy while ice cream is somewhat harder and not as good as frozen yogurt. More people are eating the swirly goodness of frozen yogurt because of the better health benefits, lactose intolerance benefits, and the fact that there are more fun frozen yogurt parlors to go to.
In contemporary China, people not only focus on what’s delicious, but also the health benefits that the food product had to offer. Frozen yogurt is a hybrid food, offering both a delicious taste and health benefits. The usage of fresh fruit and lower calorie ingredients has thrust frozen yogurt into popularity amongst dessert lovers worldwide, while still capturing the health food sector of the market. High quality and healthy food defined the Yogen Fruz culture and allow the company to appeal to its target market.
My current product is a variation of ice cream flavours, it is sold in store and can be also taken home if the consumers want it to be. There are many different flavours that can come in a tub, cone, or a bowl.
An interior project called Gelatoria is being developed. To make this successful, it is important to become familiar with the industry not just by knowing the components and ingredients of product but also through familiarity with other factors correlated with the success and survivability in the market. The typical gelato shops in Italy are characterized by its unique atmosphere imitating the European lifestyle. Its homemade frozen desserts are the center of attraction not only for adults but for all consumers of all ages. Gelato is indeed popular in Italy as it is enjoyed by all kinds of consumers (D’amico, Nevstrueva, Guan, Gon, Annini, and Yang 8). This paper aims to provide a discussion of the cultural, economical and social factors that affect the industry of gelato, ice cream, yogurt and other frozen desserts. These factors will provide a deeper understanding why certain products become successful in specific regions and how culturally diverse products could be introduced to other nations.
The target market is Women on the go with no children who want a small personal treat. The data revealed that this target market were the heaviest buyers of premium treats, this focused the team to advertise towards “her” and “What does she
Fayard, J. V., Roberts, B. W., Robins, R. W., & Watson, D. (2012). Uncovering the Affective
Ice-Fili’s marketing approach and product distribution could be seen as weaknesses in the company’s primary activities. In 2001 the firm started its first TV marketing campaign years after competitor’s advertised through the media outlets. To date Ice-Fili is still very inexperienced and far lacking of marketing strategies deployed by Western competitors such as Unilever and Nestle. Not only does Ice-Fili need to market more fiercely against competitors within industry, it must also compete against other consumables such as beverages and snacks. Another weakness is the distribution that is handed over to several distribution companies. There is a much higher chance (twice as likely) to find products of its biggest competitor Nestlé than those of Ice-Fili. Another detriment is how ice cream is viewed socially. Currently ice cream is primarily an impulse purchase. If Ice-Fili can change this outlook, it would result in an enormous
The company constrained itself within the already available marketing budget that significantly cut down the cost that could have used to advertise the new company plans, that in turn increased the revenues. The company also succeeds due to the unique flavor that it offered in the yoghurt, which was organic and naturally made unlike the competitors who at time incorporated artificial flavors. Finally the company focused on the target consumer group that comprised of women and children. This helped the company to increase its sales that contributed to its success.
Abstract – Yogurt is a product of lactic acid and lactose. In order to produce yogurt, milk is pasteurized (at 45 degrees Celsius) and the inoculum is added followed by incubation. Over a period of 7 days, yoghurt fermentation was attempted using lactobacillus cultures. A liter of milk was supplied and plain yoghurt was used as a starter culture as it contains the necessary bacteria to ferment lactose and produce lactic acid. The milk was added to a flask: then boiled, cooled and inoculated. The milk was incubated for a week and all the while the milk was tested for changes in pH, density, mass and physical changes. The values obtained were then used to determine the growth kinetics of Lactobacillus bulgaricus.
When it comes to one of the all-time most popular classic desserts, I wanted to see just how different vanilla ice cream could really taste. My taste test option was finalized based on convenience and price. I chose to try Edy’s, Haagen-Dazs, and Blue Bell to determine what major differences could occur. I picked up the ice cream at a local Publix and chose to get the single serving cups for the purpose of the taste test since I am only one person, and did not need 3 gallons of vanilla ice cream! Edy’s was the cheapest, Haagen-Dazs closely following, and Blue Bell did not offer just one single serving container of vanilla, so I had to purchase a 12 count with vanilla and chocolate. Ice cream has always been my go-to comfort food and I am
For many people, they live their lives based on emotions. Emotions of happiness, love, success, and many more, could possibly be the most satisfying feelings. Except we commonly experience unpleasant emotions. There are emotions of anger, hatred, sadness, and disgrace. A very important question in the understanding of the human mind and highly related to cognitive science, is how do these emotions affect human cognition and the impact on our abilities to be rational? To tackle this question, we need to understand what emotions are, but not solely in the manner we are all familiar with, we need to understand them from a cognitive nature involving our physiology, psychology, and environment. Cognition, according to the Oxford definition
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While discussing our research, we found that our target will be mixed between males and females around age 10 to +36 which meant teenager and young people. Our frozen yogurt will cost £3 for a regular size and £4 the large one. Thereby, we are targeting the low and mid income customer who we are sure will be happy with our high-quality ingredients. Specially, after the exhausted day for students and workers.
At the beginning, this market segment represents about 30% of the total potential sales. In the current years, there are few ice-cream produces on the markets that are designed for this segment, because of there are increasing group of consumer in this segment are more concerned and aware of the implications of diet on their health. Most of there consumers do not buy ice=cream as a consequence, such as they thought ice-cream have high calories and not good for
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