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    Consumer Behavior: Short Case Study

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    Ziwho Na
    Prepared by: Zihuna Faiz, Aishath Mihuna Hassan, Shakeela Abdul Rahmaan, Mariyam Raihana, Abdulla Ali

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    © All Rights Reserved
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    Consumer Behavior: Short Case Study

    Uploaded by

    Ziwho Na
    4K views13 pages
    Prepared by: Zihuna Faiz, Aishath Mihuna Hassan, Shakeela Abdul Rahmaan, Mariyam Raihana, Abdulla Ali

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    © © All Rights Reserved

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    Prepared by: Zihuna Faiz, Aishath Mihuna Hassan, Shakeela Abdul Rahmaan, Mariyam Raihana, Abdulla Ali

    Copyright:

    © All Rights Reserved
    Download as PPTX or read online from Scribd
    Download as pptx
    4K views13 pages

    Consumer Behavior: Short Case Study

    Uploaded by

    Ziwho Na
    Prepared by: Zihuna Faiz, Aishath Mihuna Hassan, Shakeela Abdul Rahmaan, Mariyam Raihana, Abdulla Ali

    Copyright:

    © All Rights Reserved
    Download as PPTX or read online from Scribd
    Download as pptx
    You are on page 1of 13

    SHORT CASE STUDY : SPREADS BEAT THE FAT FACTOR

    Presented by: Aishath Mihuna Hassan, Shakeela Abdul Rahmaan, Mariyam Raihana, Zihuna Faiz, Abdulla Ali

    In1999,Australiaconsumed110,000tonsofyellowspread,worth $410million.In2000consumptionfigureisunchanged,salesworth $425million.

    pro.activ Light .activ Olive Oil .activ Milk pro.activ Low-Fat pro pro

    pro.activ Mini Drink Flora Original Flora Light Flora Buttery Taste

    Flora No Salt

    Flora Lighter Than Light

    Flora White Flora Omega 3 Plus

    Food brands

    Casestudyquestions
    WhydidProActivandLogicolsucceedinthemarketplace?

    Discuss the change in terms of consumer evaluation process?

    Discuss ways in which a spread manufacturer could positionadifferentproductforthehealthmarket?

    Discussthechangeintermsofconsumer evaluationprocess?
    Evaluative criteria are typically product features or attributes associated by customers with either the benefits they desire or thecosttheymustincur Consumers are keen on purchasing a product which offers the healthiestsolutionfortheirneeds IntroductionoftheProActivandLogicol

    Cont....
    The main criteria of evaluation for the yellow spreads are clear healthbenefits&lowcholesterol

    The importance assigned to evaluative criteria can also be measuredbyeitherdirectorindirectmethods

    Cont....
    The consumers used part of individual judgment known as sensorydiscriminationtodistinguishbetweensimilarstimuli Price was included in the evaluative criteria due to high price, howevercustomersgavemoreweighttothehealthbenefitsofthe products.

    Discuss ways in which a spread manufacturer could position a different product for the health market?
    Recognizethebuyingbehaviorofconsumers,changesinthe buyingprocessandevaluativecriteria Findapromotabledifference Usedirectandindirectmeasurements

    Create a positive brand image and healthy standard of living in themindofthetargetedconsumers

    Cont....
    Usehealthmarketingtechniquesandcommunication Utilizationofsurrogateindicators Theusageofgeneticallycustomizedfoods Blindtesting Involvessimpledecisionrules

    Conclusion
    Proactiv&Logicolbecamesuccessfulduetotheeagernessof consumersforhealthyproductsandtheseproductswithuseof plantsterolprovedtolowerCholesterol

    Consumersjudgedintermsofspecificevaluativecriteria. Recognizing the buying behavior, finding a promotable difference andcreatingapositivebrandimagewillenablemanufacturersto positionaproductforthehealthmarket

    Thank you .... Need we say

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