Kellog Special K

Topics: Psychology, Advertising, Learning Pages: 4 (1159 words) Published: May 6, 2013
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
Fruit and Yoghurt
Vanilla Almond
Honey and Oats


“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. 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...

Bibliography: Blackwell, Miniard and Engel (2006) Consumer Behaviour 10th Edition, Thomson South Western
Catherine Jansson – Boyd Consumer Psychology (2010) McGraw Hill
Cherry.K,Perception and the perceptual process.[online].Available at:
David A. Buchanan & Andrzej A. Huczynski ((2010) Organizational Behavior seventh edition, Prentice Hall International(UK).
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