Consumer Behavior: Nivea's Temporary Shop

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I. Introduction to Consumer Behaviour

II. The consumer decision process

III. Case study: “Nivea” firm

i. History and products

ii. Strategy

iii. Marketing Mix and Positioning

iv. Innovative strategy: “Nivea Temporary Shop”

v. The “Nivea Hair Care Experience Tour”

vi. Consumers’ reaction

IV. Conclusions

V. References

I. Introduction to Consumer Behaviour

The definition of consumer behaviour is "The study of individuals, groups, or organizations and the processes they use to select, use, and dispose of products, services, experiences, or ideas to satisfy needs. It is the study of the impacts that these processes have on the consumer and society." : The process used by individuals in selecting, purchasing, and using goods and services is of great importance to marketers for better understanding the needs and wants of consumers. Therefore, a firm should create a Marketing Mix that gives utility to customers analyzing what, where, when and how consumers buy. More over, buyers reactions to a firm’s marketing strategy has a great impact on the firms’ success. Briefly, the study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how • The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products); • The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); • The behaviour of consumers while shopping or making other marketing decisions; • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;  • How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and • How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

II. The consumer decision process

There exist several factors that influence consumers in buying a particular product or service: external factors (like information received from other persons, from mass media) and internal factors ( like the characteristics of one personality, the motivational forces, the believes, consumer’s past experience with the product ). More exactly, a consumer, making a purchase decision will be affected by the following three factors:

• Personal (Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for the decision making).

• Psychological (include: motives, perception, knowledge, attitudes, personality, lifestyle).

• Social (Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture).

Understanding these issues helps marketing experts adapt firms’ strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers’ attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. Nowadays, a firm to success has to anticipate consumers’ needs making innovation and “creating” needs before they come in existence.

II. Case study: “Nivea” firm

During the “Consumer Behaviour” course I studied how modern companies deal with competitive challenges and opportunities in the global marketplace, by stimulating both the emotional and rational side of people. I apprehended the way firms create products and a marketing mix plan that stimulates some or all...
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