Consumer Behavior

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Introduction
Kellogg’s organization invented by William Kellogg in 1894 is one of the largest producer of ready-to-eat-cereal and leader producer of convenience foods which are available across South and Central America, South East Asia, Africa, Europe and Canada. Kellogg’s has a wide target market where they have a wide range of products. Kellogg has placed a great emphasis on health care and authenticity of its products where they have introduced into the market:

Kellogg’s Special K brand a ‘good source of fibre’ is targeted at women who are health conscious about their body weight attracting a lot of consumers and therefore has been a success to the company. The Special K brand has a variety of products; Cereals

Original Cereal
Low Fat Granola.
Red Berries
Cinnamon Pecan
Protein cereal
Chocolatey Delight
Blueberry
Fruit and Yoghurt
Vanilla Almond
Honey and Oats

Learning

“Learning is the process of Acquiring knowledge through experience which leads to an enduring change in behaviour.” (Huczynski & Buchanan, 2010, p.732). Learning is defined as acquiring of knowledge, skill or quality through studying and experience which influences a permanent change in behaviour. The learning Theories looked at are the Cognitive, Affective and Behavioural Theories where it is shown how the marketing mix influences them. Cognitive Learning Theory

The Cognitive Learning Theory starts to explain human behaviour by understanding the mental process that underlies learning. This happens when information process in the short-term memory is stored in the long-term memory.

Diagram 1.1 Cognitive learning theory cycle.
Product
Kellogg’s Special K cereal belongs to in category of breakfast. Kellogg’s first launched Special K Protein Plus a rice flake cereal that’s a high source of fibre. The Special K cereal targets working class women with health and weight conscious bodies aspiring to lose weight and wanting a quick healthy meal. It is an understood concept of the specific needs and benefits wanted by their consumers and to promote their Special K product, perception is implemented where according to Michael R Solomon (2005), “Perception is the process by which sensations are selected, organized and interpreted,” where sensation is response of our sensory receptors which are our eyes, ears, nose, taste and touch. To build recognition for their brand they invested in a lot of advertisements. Special K need recognition can also be known as their problem recognition where they perceived their products ability to be able to solve or help with women’s problem/desire to lose weight, even if they are using other products, special K attractive and bold adverts aim are to catch their attention with their innovative portraits. When exposed to the Special K cereal the brand will be /exposed to the consumer and recognition will occur. Knowing that they are interested or has problems with their weight management and having an idea that the product may help with their interest or problem their desire for losing weight will increase along with wanting the product. Need Recognition Diagram
In order to build recognition for their brand Kellogg invested in promotions; advertising. In order to develop and instil knowledge about the Special K product Kellogg used billboards and posters for example at bus stops, when these targeted consumers are stuck waiting for their transportation arrival they may by pass their time looking at the Special K Billboards or posters with their information which will then be stuck in their minds as well having posters up in fitness classes since their target is at women who are concerned with fitness and health. They also have large screen displays in...
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