Consumer Behaviour Case Study on Hellman's Essay

Consumer Behaviour Case Study on Hellmans - Essay ExampleIn the highly competitive environment of global business, it go aways staggeringly important for businesses to study the various factors that influence consumer buying decisions. Kotler and Armstrong (2009) state that marketing broadly meets the needs and requirements of the people. The marketing therefore, provides the necessary linkages to facilitate the aw arness, needs and access to the products by the consumers. In the current times, the globalization and technology have contri only whened to a paradigm shift in the consumer behaviour. The consumer has not only become more informed but is also provided with plethora of choices. Thus, consumer psychology has emerged as one of the most pertinent issues within strategic marketing that impacts purchase behaviour and influences business outcome (Foxall et al., 2005).The makeup would be discussing the marketing stimuli used by Hellmanns to influence consumers cognitive, affect ive and behavioural responses.The paper would also highlight Hellmanns market strategy to influence consumers purchase psychology. Hellmanns has made a niche market position in the area of food and food ancillary products. Mayonnaise with enormous range is its key product along with salad dressing, ketchup, salad cream etc. The last hundred years have seen Hellmanns evolve as iconic sword with food ingredients that constantly redefine cooking.Indeed, the marketing strategies of Hellmanns rely fundamentally on the belief that food can be creatively cooked to tempt the roof of the mouth of the connoisseurs. It use of various consumer psychology marketing stimuli, like bold design, jingles and short, crisp messages, become highly effective elements to connect with its consumers. The theoretical underpinning of marketing tools helps explain the mastery of its advertisements which are designed to address the needs and requirements of food lovers and housewives. 2. Marketing mix and c onsumer response Marketing mix strategy uses different platforms of communication and media to influence customers wisdom and subsequently their buying decisions. Internet, television, radio, print media, hoarding etc. are major marketing tools that are exploited to gain market leverage. The 4Ps product, price, place and promotion are important parts of market mix which determine the level of commitment of the customers and influence their behaviour. Indeed, customers purchase decision is motivated by fourfold factors and delivers satisfaction from myriad front to earn customers long term loyalty. The inter-dependency of resources within the defined system is critical imperative which has huge potential difference to create not only a sustainable market but also one which is mutually satisfying. Thus, factors that impact consumer behaviour have increasingly become vital inputs for marketers to identify, address and exploit in order to gain competitive advantage in the industry (S olomon et al., 2006). Most importantly, success of the product relies heavily on the impact that it makes