Assignment 2

Marketing Management- Assignment
Name: Abdul Muizz Khan

Seat #: 20221-32073
Course: MKT402 (Fall 2022/WE1-15844)
Of the factors that influence consumer behavior, which category or categories (cultural, social,
personal, or psychological) best explain Surf Excel current situation?
The factors that can best explains the current situation of Surf Excel are:
Social Factors
Surf Excel consumer behavior is largely influenced by reference groups. Reference group refers to the
group of people who serve as face to face or indirect comparison in forming a person’s behavior.
Reference group play a key role in defining individual consumer needs & opinions and exert a powerful
influence on purchasing decisions. Further the population migration from rural to urban areas,
increasing literacy rates, increase number of women working, and growing middle and upper middle
class affect the company’s operations at macro level. These factors result in changing consumer
preferences leading to consumer switching from lower quality detergents and bars to better ones.
Personal Factors
A buyer purchasing decisions are also influenced by personal factors including age, occupation,
personal experience and life style. In Pakistan, Surf Excel is one of the most preferred brand followed
by Ariel. Most of the customers are brand loyal and do not change their brand easily with the
hesitation to go to a new brand. Whereas the new customers are also switching towards the brand as
their previous brand was lack of better cleaning and special features.
Choose the specific consumer behavior factor (for example, culture, family, occupation, attitudes)
that most accounts for Tapal current situation.
Cultural Factor
Tea consumption in Pakistan, like many Asian markets, is not only tied to refreshment, but is also an
integral part of the social fabric. Tea choices are often personal as they reflect one’s heritage and
culture. As consumers switch to packaged teas, the brands that appeal to a consumer’s specific tea
tradition are likely to be the most attractive. Tapal customizes its offerings to suit Pakistan’s various
ethnic groups. For Example:
 “Tapal Chenak” is packaged specifically to appeal to the area’s Hindu population, through its use of
saffron, an auspicious color in Hindu culture on its packaging.
 “Tapal Tezdum” is the company’s economy-priced brand for consumers in the Punjab province.
Tezdum is positioned as a strong, powerful blend, to appeal to the valor and bravery of the Punjabi
people.
 For consumers who live in the Northern provinces near Kashmir, where green tea is the traditional
beverage of choice, Tapal markets its Gulbahar Green Tea brand.
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Occupation Factor
Tapal’s multi-brand portfolio, which includes a variety of black and green tea brands, is a major
contributor to the company’s success. To tailoring its brands and blends to satisfy the economic
constraints of low-Income, middle-Income and high-Income consumers. Each of Tapal’s nine brands
caters to a specific economic demographic. Both Tapal Mezban and Tapal Chenak, for example, are
economy priced brands of black tea dust (low-grade tea that is favored for its inexpensiveness and
ability to produce a strong brew) that are blended to meet price preference for lower & middle income
group.
With respect for buying groceries, discuss the buyer decision process and how it has changed in
recent years in Pakistan?
In Pakistan the buyer decision process is changed in the recent years as most of the people who were
buying from local markets (Bazar) are now preferred to buy their groceries from Super markets and
Online shopping platforms. The decision process flow for groceries purchase from supermarkets and
online platforms is much easier for the customers, as at first customer recognizing their need & making
a shopping list further while walking through the stores the customers can see other items too, which
they have forgotten by mistake or they may need it in near future. It is easier to search information for
evaluation and alternatives (both in terms of prices & quality) on various platform. Selecting a grocery
store & Selecting and picking up the goods to the cart and wait in the service line to be served by the
service personnel with any botheration. The mode of payment is also flexible, the buyer easily selects
whether to pay through cash or online transfer or credit card. Transport of the purchases to home and
use, maintain and evaluate through the feedback which is also beneficial for other customers in
evaluating a brands and products.
Make recommendations for Knorr Noodles that you think will turn its situation around.
The fact that noodles are a staple food have contributed to the robust growth of the market over the
past three decades. The major drivers of noodles are its nutritional value, flavors it offers, packaging,
serving size, texture and taste. Due to increased competition in the market, manufacturers now aim to
differentiate its product from other by focusing on different functions according to customer’s
perceptions, and incorporating ingredients according to that. Knorr in order to retrieve its standing in
the Instant Noodles Market their main objective should be to gain brand loyalty and establish long
term customer relationships. The flavor variety is the main reason for the loyal customer to switch to
other brands for their preferable flavor, therefore their first priority should be developing more
flavors. It would be at least necessary to match the flavor range offered by other Competitor brands.
Further, there is a need to revitalize the advertisement campaign as developing flavors is only a
preliminary initiative which would bear no fruit if they are not marketed well. Further there is a
perception that noodles is only eaten by children therefore the company should also work to remove
that perception from their customers mind through advertisements.
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Marketing Management- Assignment

Name: Abdul Muizz Khan

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