Marketing Management Assignment help on : CONSUMER BEHAVIOR – Cadbury’s

1. Introduction

Consumer behavior has been referred to as the study of consumers which might help the organizations in order to upgrade their marketing strategies so as to read the psychology of the consumers. Consumer behavior could be known as a process where in the consumer buying behavior is to be studied in an in depth manner (Evans, Moutinho & Raaij, 1996).

Consumer behavior would refer to one of the essential tools which would help the marketers to understand the perspective of the consumers keeping mind the various concepts & theories of the same (Shiffman & Watson, 2002).

The consumer behavior would help the marketers in order to study the psychology of the customers i.e. how they feel, what do they think about the product being offered & select amongst the alternatives. The consumer behavior would also take into consideration, how the target audience would be influenced by the environment in which it resides (Shiffman & Watson, 2002). The environment would include the social class, signs, family background, media, etc. Hence, all the marketers would keep in mind the various aspects while marketing a particular product or a service (Evans, Moutinho & Raaij, 1996).

Consumer behavior would also help the marketers to keep in mind how the marketing professionals would adapt as well as upgrade their marketing campaigns which would prove to be much effective & influence the buying behavior of the consumers (Foxall & Goldsmith, 2004).

Consumer Behavior in the real world shall draw evidences from various behavioral economics & marketing. This would help in order to explore consumer behaviors while purchasing the preferable product.

1. Marketing Mix Stimuli

The marketing mix stimuli which shall be taken into consideration while studying the behavior of the consumers have been discussed in this section of the report. The marketing mix stimuli will take into consideration the 4P’s i.e. Price, Promotion, Product & Place (distribution). The classifications of the 4P’s have been highlighted as follows:

Þ    Product: The product refers to as the commodity which the consumer wants to buy in order to satisfy his/her needs or needs the commodity can be either tangible or in-tangible in nature. The intangible product which can satisfy the needs or wants of the consumers would be a hotel, tours & travel agency, banks, financial institutions, etc. Whereas on the other hand tangible products would refer to as the objects with physical existence such as motor car, computer, chocolate bar, etc (Trout, 2007).

Þ    Price: Price refers to the second marketing stimuli which might affect the buying behavior of the consumers. Price refers to the second best element which shall be kept in mind while purchasing a particular commodity or a service. Price would be referred to as one of the main elements for the organization as well. This means that, it is this factor which would determine the profit or loss for a particular enterprise. Price of the particular product or service shall be adjusted in such a manner which might impact the marketing strategy as a whole. Price will also help to determine to the elasticity of demand which will affect the demand & sales for the same. When the organization sets a price for a particular commodity, it shall keep in mind the kind of customers it deals with. Based upon the category of customers, any of the pricing strategy i.e. skimming, penetrating & neutral pricing shall be followed. Both the aspects such as the reference value & differential value shall be kept in mind by the organization while setting the prices.

Þ    Promotion: The third marketing stimuli which shall be kept in mind would refer to the promotional aspects i.e. the means of communication to be used. With the use of the various promotional methods such as advertisements on Radio, Television, Magazines, Public Relations (PR), Trade Shows, Banners, Road Shows, etc will help to maintain personal relations. Advertising refers to any form of communication which would help to make the consumers aware regarding the product available in the market. Based upon the type of product, the promotional strategy as well as the tool for communication is being selected. In order to make the entire show a success, the staff personnel play a vital role. Face to face interactions, word of mouth publicity, public relations, etc will help to improve the footfall for a particular commodity (Foxall & Goldsmith, 2004).

Þ    Place: Place refers to the last marketing mix stimuli which would affect the buying the behavior of the consumer. Place refers to the location where the product would be readily available for sale. Place plays one of the crucial elements while deciding upon the purchase for a particular product or not. The organization shall keep in mind any of the following strategies such as franchisee, intensive distribution, exclusive distribution or selective distribution (Shiffman & Watson, 2002).

1. Consumer Brand

Cadbury has been referred to as one of the leading players in the confectionary market. Cadbury refers to 200 years old as well as a recognized brand (Cadbury, 2011). Incorporated in the year 1824, Cadbury is known for its world class products. Cadbury is a strong brand & has been associated with the different variants of chocolates (Lane, 2006).

Cadbury majorly deals in three different types of confectionary items such as candy, gums & chocolates (Cadbury, 2011). The organization is well known all across the globe with approximately offices in 60 countries. The organization employees 50,000 people & deal with 35,000 suppliers directly as well as indirectly (Cadbury, 2011). The positioning of the brand i.e. Cadbury is quite strong & many people enjoy the brand on a daily basis. Cadbury has wide range of products under its umbrella. The product line consists of Éclairs, Dairy Milk, Bourneville as well as various seasonal products such as Creme Eggs to the children brands i.e. Milk powder such as Bourn vita, Fudge, etc (Lane, 2006).

The major success mantra for Cadbury is to associate the brand with the emotion of its customers. This success mantra helps Cadbury in order to stand apart as compared to the other brands available (Cadbury, 2011). This helps the organization to sustain upon its brand position as well as ensure to have a competitive edge over the others (Cadbury, 2011). In case of the chocolate market, Cadbury enjoys more that 51% of the market share by selling 10 out of the 20 top chocolate bars. The Indian chocolate market has provided Cadbury with a wide range of scope to grow in the years to come (Cadbury, 2011).

The brand Cadbury operates in a highly competitive environment. In spite of the competitiveness, Cadbury has developed a link in the minds of the consumer that Cadbury refers to chocolate (Lane, 2006).

There are ample numbers of strategies which have been undertaken by Cadbury & have made itself a market leader in the confectionary market.  Different types of marketing strategies have been implemented which has helped the organization to achieve its target & sustain a position in long run (Lane, 2006).  In order to maximize its profit as well as survive in long run, the organization has broadened its product line. Various promotional as well as marketing strategies have been used by Cadbury which would help them in order to grow. Diversification refers to the other best strategy which would help the organization to expand its risk by not only relying on one brand (Cadbury, 2011). Improvising the image of the product also helps Cadbury in order to attract more number of people towards it. Innovative & attractive packaging, launching a new product or using a new logo helps the organization to attract as well incite the individual to try a new product. This helps the organization in order to increase the level of sales as well as sustain its position in the chocolate market (Lane, 2006).

Cadbury uses various medium for communication such as advertising on television, radio, websites, newspaper, magazines, jingles, etc (Cadbury, 2011).

As mentioned above that, various marketing strategies have been used by Cadbury in order to attract or market the product. These strategies have positive implications on the same. Initially, Cadbury was only associate as a brand for kids & majority of the advertisements were designed in order to attract more number of kids towards them (Cadbury, 2011). Later, it was decided that if Cadbury would totally rely upon the kids segment, it might turn out to be quite risky. Hence, Cadbury though to widen its target segment & focus its shift from kids to the adult market (Marketing BrainStorm, 2011).

1. Marketing Mix Stimuli – Cadbury’s

The marketing mix stimuli for the consumer brand i.e. Cadbury’s has been discussed in this section of the report. It is as follows:

Þ    Price: The pricing strategy used by Cadbury takes into consideration the pocket of each & consumer. This is the reason; the price of the Cadbury’s chocolate bar is from 5 – 120. The consumer can choose the chocolate bar or any of the product depending upon his/her budget.

Þ    Place: It has been seen that, the products offered by Cadbury are readily available at the nearest grocery store, big grocery stores such as Walmart, Carrefour, etc.

Þ    Promotion: The various means of communication which have been used by Cadbury in order to attract more number of customers are advertisements on radio, television, banners, magazines, internet, etc.

Þ    Product: The products offered by the consumer brand i.e. Cadbury’s are wide range of chocolate bars namely, Dairy Milk, Fruit & Nut, Silk Dairy Milk, Crackle, Bourneville, Nutties, Eclairs, Dairy Milk Hot Choc Chunks & Bourn vita.

1. Influence consumer responses

Taking into consideration the four marketing mix stimuli discussed above in this report the following consumer responses can be seen. They are as under:

Þ    Cognitive Response

Þ    Affective Response

Þ    Behavioral Response

 Þ    Cognitive Response:

One of the main issues which can be studied within the cognitive psychology refers to the study of memory. In order to study the consumer responses, the Atkinson – Shiffrin model shall be kept in mind. This model will help to study the structure of memory i.e. how well the consumer attaches along the brand Cadbury. It shall be seen that, the memory of the consumers can be divided into three parts i.e. Sensory Memory, Short Term Memory & Long Term Memory

It shall be taken into consideration that, the human mind can remember only few things. Hence, to attract more & more customers towards it the promotional strategies so used shall be in such a manner which shall remain in their minds for long. The advertisements, tag lines, jingles & slogans attached shall be in such a manner which would help the consumers to recognize as a brand which provides chocolates, toffees, milk powder, etc.

• Sensory Memory: The first stage which would be taken into consideration to by to discuss the cognitive response will be the sensory memory. The first stage will keep in mind the information which would enter the senses of the consumers. This would be practiced primarily with the advertisements being hired on televisions, radio, banners, etc. The sensory memory would be attached along the various elements such as sound, light, videos & the cartoon elements used. The consumer memory takes into consideration an external energy which would convert one form of energy into another. This will help to have a mark in the back of mind of the consumer (Evans, Moutinho & Raaij, 1996). And the consumer will be able to relate along the brand. The various types of advertisements will act as an external energy which would help the brain to understand & react in the similar manner. The memory which would be created within the minds of the customer will last for approximately 3 seconds of hearing, ½ second of vision, etc. In case of Cadbury chocolate or toffees or milk powder, the color of the tin pack or the wrappers would attract the attention of the customers. The dark blue cover of the tin pack will grasp the attention of the consumers which will have a long lasting effect over the same. In terms of advertisements over the various means of communication such as radio, television, internet, etc the tag lines, slogans, etc will provide an echoic memory for auditory stimuli.
• Short-term memory: The aspect within this model would also keep in mind a temporary storage facility. The use of the tag line i.e. “Kuch meetha hojaye, aaj pehli tareek hai” has acted as one of the best ways with which the consumers relate to the brand i.e. Cadbury (Bowers, 2009).
• Long-term memory (LTM): The last stage to judge the cognitive response of consumers would be to have a long term memory. The long term memory with regards to Cadbury chocolates can be seen with respect to the information flown regarding the brand. The long term memory can be judged when, the customer suggests others to buy a bar of Cadbury or opt for Bourn vita as compared to the substitutes available in the market (Cadbury, 2010).

Þ    Affective Response:

Þ    Behavioral Response:

The brand Cadbury operates in a highly competitive environment. In spite of the competitiveness, Cadbury has developed a link in the minds of the consumer that Cadbury refers to chocolate (Lane, 2006). The behavioral response related along the consumer brand i.e. Cadbury can be seen by improvising the image of the product also helps Cadbury in order to attract more number of people towards it. Innovative & attractive packaging, launching a new product or using a new logo helps the organization to attract as well incite the individual to try a new product. This helps the organization in order to increase the level of sales as well as sustain its position in the chocolate market. To capture the Indian working class population, a different type of advertisement was being formulated. This advertisement was attached with a brand new jingle i.e. “Kuch Meetha hojaye aaj pehli tareek hai”. This jingle is the repositioning of the very slogan i.e. “Kuch Meetha hojaye”. This slogan was formulated keeping in mind the celebration or the happiness of the Indian working class when they get their salary on the first day of every month. This ad gave the working class an opportunity as well as to treat them with something sweet (Wiley Knowledge for Generations, 2005).

1. Conclusion

Hence, it could be concluded that study of consumer behavior will help the organizations in order to upgrade their marketing strategies so as to read the psychology of the consumers. Consumer behavior could be known as a process where in the consumer buying behavior is to be studied in an in depth manner (Evans, Moutinho & Raaij, 1996).

There are four marketing mix stimuli which would help the consumer brand i.e. Cadbury’s to attract more number of people by focusing the following aspects such as place, price, product & promotion. Once the stimuli have been identified, the three types of responses which shall be kept in mind would be cognitive, affective & behavioral responses. These responses will help the organization to know i.e. which marketing mix stimuli shall be highlighted more which would help the enterprise in long run.

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