Swensen Consumer Behavior
3. Explanation of consumer behavior concepts and frameworks that can be applied to the business my group has selected
SWENSEN uses marketing concept because the waitress will ask for order from the customers then the waitress will serve the selected ice-cream flavor to them. SWENSEN has design to discover need and want of specific customer groups by repositioning the product or addition new market segment. For example they developed a variety of ice cream that they designed directly to individual with specific health e.g. strawberry sherbet ice cream low fat response directly to the consumer who don’t want any calories when they eat ice cream. SWENSEN has observed consumer purchasing pattern among age and gender also call Demographic segmentation by they designed ice cream for children. They use bananas as the doll and robot. Moreover,they designed ice cream for teenager as flowers. The next one is gender. Gender are most important to develop the product. For example woman want to eat ice cream low fat. SWENSEN assist the different usage by use the strategy that call Use - related segmentation by give gold member card for heavy user and silver member for light user.This strategy can make brand loyalty. SWENSEN use positive and negative motivation. They let the consumer feel driving force toward products or driving force away from products. SWENSEN made green tea ice cream to show the good healthy by represent the advantage of green tea. The next one is negative motivation, the consumer who want to eat ice cream without any calories so SWENSEN made a new look by made a special drink made from fruit but the taste same as ice cream
When people think of Swensen, they will think of a varity kinds of ice-cream, especially
SWENSEN uses marketing concept because the waitress will ask for order from the customers then the waitress will serve the selected ice-cream flavor to them. SWENSEN has design to discover need and want of specific customer groups by repositioning the product or addition new market segment. For example they developed a variety of ice cream that they designed directly to individual with specific health e.g. strawberry sherbet ice cream low fat response directly to the consumer who don’t want any calories when they eat ice cream. SWENSEN has observed consumer purchasing pattern among age and gender also call Demographic segmentation by they designed ice cream for children. They use bananas as the doll and robot. Moreover,they designed ice cream for teenager as flowers. The next one is gender. Gender are most important to develop the product. For example woman want to eat ice cream low fat. SWENSEN assist the different usage by use the strategy that call Use - related segmentation by give gold member card for heavy user and silver member for light user.This strategy can make brand loyalty. SWENSEN use positive and negative motivation. They let the consumer feel driving force toward products or driving force away from products. SWENSEN made green tea ice cream to show the good healthy by represent the advantage of green tea. The next one is negative motivation, the consumer who want to eat ice cream without any calories so SWENSEN made a new look by made a special drink made from fruit but the taste same as ice cream
When people think of Swensen, they will think of a varity kinds of ice-cream, especially