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Final Project

Submitted To Sir Faheem Idrees Submitted By

Nabeel Safdar

Acknowledgement
I at first bow our head before ALLAH Almighty who bestowed his countless blessings upon me, guided me towards the way of success, Bless me with courage of facing problems and obstacles, Enabled me to accomplish this project work. I find no words to say thanks to our Teacher sir Fahmeed Idrees as after ALLAH, He is the one who enlightened our brains with knowledge and made me capable of completing this project. Also it was because of The Prayers of my PARENTS

Dedication
To our loving and great ***Parents*** Who Encourage us through out our lives and showed us the right religion and education and also prayed for us to achieve all the successes in the life. May god bless them with all the Comfort of life and keep us under the umbrella of there lives. (Ameen)

Table of Contents
Executive Summery ............................................................................................................................... 11 Company Information of Lipton Tea ...................................................................................................... 12 Unilever Brands ..................................................................................................................................... 14 Information about Lipton Tea ................................................................................................................ 15 Did you know that globally? ............................................................................................................ 15 Role of Consumers ................................................................................................................................ 16 RESEARCH QUESTION ............................................................................................................................ 17 Scope of study ................................................................................................................................... 17 Objectives of the study ...................................................................................................................... 17 Questioner about Lipton Tea ................................................................................................................. 18 Consumer Profile................................................................................................................................... 21 Consumer profile of Fulfillers................................................................................................................. 22 Questioner about Lipton Tea (Fulfillers) ............................................................................................. 23 Micro Level Factors............................................................................................................................ 26 Perception ..................................................................................................................................... 26 Learning ............................................................................................................................................ 26 Classical conditioning......................................................................................................................... 27 Advertisement Repetition and selling promotion ........................................................................... 27 Stimulus discrimination.................................................................................................................. 27 Instrumental (operant) conditioning .................................................................................................. 27 Shaping.......................................................................................................................................... 27 Attitude ......................................................................................................................................... 28 Group and Family Influences ............................................................................................................. 28 Family Influences ........................................................................................................................... 28 Group Influence ............................................................................................................................. 29

Membership Group (belong to) ..................................................................................................... 29 Culture Influences.......................................................................................................................... 30 Decision Making Process.................................................................................................................... 30 Stages of the Consumer Buying Process ......................................................................................... 30 Problem Recognition ..................................................................................................................... 31 Information Search ........................................................................................................................ 31 Evaluation of Alternatives .............................................................................................................. 31 Purchase decision .......................................................................................................................... 32 Post-Purchase Evaluation outcome: ............................................................................................... 32 Consumer profile of Achievers............................................................................................................... 33 Questioner about Lipton Tea (Achievers) ........................................................................................... 34 Micro Level Factors............................................................................................................................ 37 Perception ..................................................................................................................................... 37 Learning......................................................................................................................................... 37 Classical conditioning......................................................................................................................... 38 Advertisement Repetition and selling promotion ........................................................................... 38 Instrumental (operant) conditioning .................................................................................................. 38 Shaping.......................................................................................................................................... 38 Attitude ......................................................................................................................................... 38 Group and Family Influences ............................................................................................................. 39 Family Influences ........................................................................................................................... 39 Group Influence ............................................................................................................................. 40 Membership Group ....................................................................................................................... 40 Culture Influences.......................................................................................................................... 41 Decision Making Process.................................................................................................................... 41 Stages of the Consumer Buying Process ......................................................................................... 41 Problem Recognition ..................................................................................................................... 41 Information Search: ....................................................................................................................... 42

Evaluation of Alternatives: ............................................................................................................. 42 Purchase decision: ......................................................................................................................... 43 Post-Purchase Evaluation outcome: ............................................................................................... 43 Consumer profile of Experiencers .......................................................................................................... 44 Questioner about Lipton Tea (Expeirncers) ........................................................................................ 45 Micro Level Factors............................................................................................................................ 48 Perception ..................................................................................................................................... 48 Learning......................................................................................................................................... 48 Classical conditioning......................................................................................................................... 49 Advertisement Repetition and selling promotion ........................................................................... 49 Stimulus discrimination.................................................................................................................. 49 Instrumental (operant) conditioning .................................................................................................. 49 Group and Family Influences ............................................................................................................. 50 Family Influences ........................................................................................................................... 50 Group Influence ............................................................................................................................. 51 Culture Influences.......................................................................................................................... 52 Decision Making Process.................................................................................................................... 52 Stages of the Consumer Buying Process: ........................................................................................ 52 Problem Recognition: .................................................................................................................... 52 Information Search ........................................................................................................................ 53 Evaluation of Alternatives .............................................................................................................. 53 Purchase decision .......................................................................................................................... 54 Post-Purchase Evaluation outcome ................................................................................................ 54 Consumer Profile of Believers................................................................................................................ 55 Questioner about Lipton Tea (Believers) ............................................................................................ 56 Micro Level Factors ............................................................................................................................... 59 Perception ..................................................................................................................................... 59 Learning......................................................................................................................................... 59

Classical conditioning......................................................................................................................... 60 Advertisement Repetition and selling promotion ........................................................................... 60 Stimulus discrimination.................................................................................................................. 60 Instrumental (operant) conditioning .................................................................................................. 60 Shaping.......................................................................................................................................... 60 Attitude ......................................................................................................................................... 60 Group and Family Influences ............................................................................................................. 61 Family Influences: .......................................................................................................................... 61 Group Influence ............................................................................................................................. 62 Membership Group ....................................................................................................................... 62 Culture Influences.......................................................................................................................... 63 Decision Making Process.................................................................................................................... 63 Stages of the Consumer Buying Process ......................................................................................... 63 Problem Recognition: .................................................................................................................... 63 Evaluation of Alternatives: ............................................................................................................. 64 Purchase decision .......................................................................................................................... 65 Post-Purchase Evaluation outcome ................................................................................................ 65 Consumer Profile of Strivers .................................................................................................................. 66 Questioner about Lipton Tea (Strivers) .............................................................................................. 67 Micro Level Factors............................................................................................................................ 70 Perception ..................................................................................................................................... 70 Learning......................................................................................................................................... 70 Classical conditioning......................................................................................................................... 71 Advertisement Repetition and selling promotion ........................................................................... 71 Stimulus discrimination.................................................................................................................. 71 Instrumental (operant) conditioning .................................................................................................. 71 Shaping.......................................................................................................................................... 71 Attitude ......................................................................................................................................... 72

Group and Family Influences ............................................................................................................. 72 Family Influences ........................................................................................................................... 72 Group Influence: ............................................................................................................................ 73 Membership Group ....................................................................................................................... 73 Culture Influences.......................................................................................................................... 74 Decision Making Process.................................................................................................................... 74 Stages of the Consumer Buying Process ............................................................................................. 74 Evaluation of Alternatives .............................................................................................................. 75 Purchase decision .............................................................................................................................. 76 Post-Purchase Evaluation outcome: ................................................................................................... 76 Consumer Profile of Makers .................................................................................................................. 77 Questioner about Lipton Tea (Makers) .............................................................................................. 78 Micro Level Factors............................................................................................................................ 81 Perception ..................................................................................................................................... 81 Learning......................................................................................................................................... 81 Classical conditioning......................................................................................................................... 82 Advertisement Repetition and selling promotion ........................................................................... 82 Stimulus discrimination:................................................................................................................. 82 Instrumental (operant) conditioning .................................................................................................. 82 Shaping.......................................................................................................................................... 82 Attitude ......................................................................................................................................... 82 Group and Family Influences ............................................................................................................. 83 Family Influences: .......................................................................................................................... 83 Membership Group ....................................................................................................................... 84 Culture Influences.......................................................................................................................... 85 Decision Making Process.................................................................................................................... 85 Stages of the Consumer Buying Process: ........................................................................................ 85 Problem Recognition ..................................................................................................................... 85

Information Search: ....................................................................................................................... 86 Evaluation of Alternatives: ............................................................................................................. 86 Purchase decision: ......................................................................................................................... 87 Post-Purchase Evaluation outcome: ............................................................................................... 87 Consumer Profile of Actualizers ............................................................................................................. 88 Questioner about Lipton Tea (Actualizers) ......................................................................................... 89 Micro Level Factors............................................................................................................................ 92 Perception ..................................................................................................................................... 92 Learning......................................................................................................................................... 92 Classical conditioning......................................................................................................................... 93 Advertisement Repetition and selling promotion ........................................................................... 93 Stimulus discrimination.................................................................................................................. 93 Instrumental (operant) conditioning .................................................................................................. 93 Shaping.......................................................................................................................................... 93 Attitude ............................................................................................................................................. 93 Group and Family Influences ............................................................................................................. 94 Family Influences ........................................................................................................................... 94 Group Influence ............................................................................................................................. 95 Membership Group (belong to) ..................................................................................................... 95 Culture Influences.......................................................................................................................... 96 Decision Making Process.................................................................................................................... 96 Stages of the Consumer Buying Process ......................................................................................... 96 Problem Recognition ..................................................................................................................... 96 Information Search ........................................................................................................................ 97 Evaluation of Alternatives .............................................................................................................. 97 Purchase decision .......................................................................................................................... 98 Post-Purchase Evaluation outcome: ............................................................................................... 98 Consumer Profile of Strugglers .............................................................................................................. 99

Questioner about Lipton Tea (Strugglers) ........................................................................................ 100 Micro Level Factors.......................................................................................................................... 103 Perception ................................................................................................................................... 103 Learning....................................................................................................................................... 103 Classical conditioning:...................................................................................................................... 104 Advertisement Repetition and selling promotion: ........................................................................ 104 Instrumental (operant) conditioning ................................................................................................ 104 Shaping........................................................................................................................................ 104 Attitude ....................................................................................................................................... 104 Group and Family Influences ........................................................................................................... 105 Family Influences: ........................................................................................................................ 105 Group Influence ........................................................................................................................... 106 Membership Group ..................................................................................................................... 106 Culture Influences........................................................................................................................ 107 Decision Making Process.................................................................................................................. 107 Stages of the Consumer Buying Process: ...................................................................................... 107 Problem Recognition: .................................................................................................................. 107 Information Search: ..................................................................................................................... 108 Evaluation of Alternatives: ........................................................................................................... 108 Purchase decision: ....................................................................................................................... 109 Post-Purchase Evaluation outcome .............................................................................................. 109 SPSS Analysis ....................................................................................................................................... 110 Recommendation ................................................................................................................................ 119 References .......................................................................................................................................... 120

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Executive Summery

After conducting survey and making the project on Lipton, we are in a position to tell that customers very according to their nature and also show different behavior. They mainly get the information through their family, friends and from electronic and print media. But we have observed that what king of customer is his main focus is on the quality, low price and its package, so we as a marketer should focus is on the quality, low price and its package, so we as a marketer we should focus on improving our quality and packaging and with relating to quality and packaging we should also maintain its low price. Background talks about various factors that have led us to undertake this study and how and to whom this report will benefit. Objectives talks of types of data the research project will generate and how these data is relevant. A statement of value of information is also included in this section Different consumer have different attitude toward this Lipton. Consumer has different perception some show high involvement and some show low involvement. Some have good experience and they save his goods experience in long-term memory. And other has bad experience so they save this in short-term memory. We also need to study the factors that are now driving the consumers purchasing decision. Also, due to the increase in the competition there is a need to determine the awareness levels for the various brands amongst the consumers. With the availability of a number of channels of distribution for the beverage in Pakistan, we will also try to identify the most preferred shopping channel of beverages for a consumer.

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We also study how the personality and category of VALS affect the decision of purchasing of the product and we see that how consumer purchase the product by implementing the decision making process. Which factor affects the decision of purchasing?

Company Information of Lipton Tea


Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. Look in your fridge, or on the bathroom shelf, and you're bound to see one of our well-known brands. We create market and distribute the products that people choose to feed their families and keep themselves and their homes clean and fresh. People's lives are changing fast. As the way we all live and work evolves, our needs and tastes change too. At Unilever we aim to help people in their daily lives. So we keep developing new products, improving tried and tested brands and promoting better, more efficient ways of working. We have a portfolio of brands that are popular across the globe - as well as regional products and local varieties of famous-name goods. This diversity comes from two of our key strengths:

Strong roots in local markets and first-hand knowledge of the local culture. World-class everywhere. Focusing on performance and productivity, we encourage our people to develop business expertise applied internationally to serve consumers

new ideas and put fresh approaches into practice. Hand in hand with this is a strong sense of
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responsibility to the communities we serve. We don't only measure success in financial terms; how we achieve results is important too. We work hard to conduct our business with integrity respecting our employees, our consumers and the environment around us. Unilever is one of the world's leading suppliers of fast-moving consumer goods. Here are some recent highlights from our three global divisions - Foods, home care and personal care.

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Unilever Brands
Food brands Personal Care Brands

Blue Band Brooke Bond A1 Energile Flora Knorr Lipton Pearl Dust Rafhan Supreme Wall's

Clear Close Up Fair & Lovely Lifebuoy Shampoo Lifebuoy Soap Lux Ponds Rexona Sunsilk

Home care brands

Comfort Rin Surf excel

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Information about Lipton Tea


Sir Thomas Lipton's vision to provide the best quality tea has made Lipton the number one tea in the world today. Lipton offers an option to tea lovers to enjoy their favorite drink in an exciting and refreshing way. Lipton is the world's leading brand of tea by far. It's the global market leader in both leaf and ready-to-drink tea, giving a global share of all tea-based beverages that's nearly three times larger than its nearest rival. In total non-alcoholic beverages, Lipton is the global number two brand in terms of volume consumed. Did you know that globally?

1649 cups of Lipton Tea are enjoyed every second 8245 cups of Lipton Tea are enjoyed every time you blink 1252 cups of Lipton Tea are drunk every time your heart beats 52 billion cups of Lipton Tea are drunk each year 45.75 billion Tea Bags are produced by Lipton Tea each year

Product view

Lipton Yellow Label sachet

Lipton Yellow Label pack

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Jar

Lipton green tea

Role of Consumers
Users Whos consume the product like fulfiller, believer, Payer Whos pay for this product Like Experiencer, struggler, and achiever? Buyer Whose buy the product like actulizers, strivers, and makers?

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RESEARCH QUESTION
Scope of study

Our research is concerned with the future decisions of companies. Due to changing habits of people, working criteria which we changed and living standards, many changes occurred in the sales of the product so this research data can help in future to find out the factors affecting the sales of the Lipton Tea. Those things which we find in the study we will use it to improve sale of Lipton Tea through campaigns, sales promotion and to attract the customers toward the Lipton Tea by advertisement. Main scope of this study is to know every thing about consumer how consumers buy the product and how we can attract the customer and how we can change the mind of customer.

Objectives of the study


The object of our study is to find out everything about consumer related with our product Lipton Tea. Here we see that what is in the mind of consumer about our product.

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Questioner about Lipton Tea

Name Cell number

________________ ________________

Religion Gender

____________ Male Female

1. What is your age? 18 to 25 26 to 33 34 to 41 42 to 49 50 to 60 2. What is your occupation? Business man Land Lord Job holder Student Any other 3. What is your income? Less ten 10,000 11,000 to 20,000 21,000 to 30,000 31,000 to 40,000 41,000 to 50,000 More than 50,000 4. Is Lipton Tea quality good? Excellent Very Good Good Average 5. Are you satisfied with the price of Lipton Tea? Mostly agree Some what agree
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Some what disagree Mostly disagree 6. Is Lipton Tea affordable for you? Yes No 7. Could you get any discount in the price of Lipton Tea? Yes No 8. Do you see any tea in comparison of Lipton Tea? Easily Think to find Nothing 9. What do you find Lipton Tea as a Market leader Defender Follower Nicher 10. Will you introduce Lipton Tea to other people? Mostly Often Sometime Nothing 11. Are you satisfied with the packaging of product? Strongly agree Agree disagree Strongly disagree 12. From where you buy Lipton Tea? General Store Shopping mall Utility Store Other 13. What type of relation do you feel with Lipton Tea? Excellent Good Satisfactory
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Poor

14. Which tea do you use? Lipton Supreme Brooke Bond Loose Packing Any other 15. By which source you get familiar with Lipton Tea? TV commercial Radio Newspaper advertisement Buzz marketing Any other 16. What is the level of satisfaction in your mind after using it? Very satisfied Satisfied Not satisfied 17. Is advertisement of Lipton Tea useful? Strongly agree Agree Disagree Strongly disagree

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Consumer Profile

USER

NON USER

FULFILLERS

ACHIEVERS

EXPERIENCERS

BELIEVERS

STRIVERS

MAKERS

ACTUALIZERS

STRUGGLERS
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Consumer profile of Fulfillers


There are 10 fulfillers.

Mature, home oriented, well educated and professionals High income Value oriented Open to new ideas

Fulfillers have abundant resources. They are successful, sophisticated, takecharge people with high self-esteem. They are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and Services and Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life. They are among the established and emerging leaders in business and government, yet they continue to seek challenges.

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Questioner about Lipton Tea (Fulfillers)

Name Cell number

_Adeeb Bajwa____ _0321-4517250____

Religion Gender

_Islam______ Male Female

1. What is your age? 18 to 25 26 to 33 34 to 41 42 to 49 50 to 60 2. What is your occupation? Business man Land Lord Job holder Student Any other 3. What is your income? Less ten 10,000 11,000 to 20,000 21,000 to 30,000 31,000 to 40,000 41,000 to 50,000 More than 50,000 4. Is Lipton Tea quality good? Excellent Very Good Good Average 5. Are you satisfied with the price of Lipton Tea? Mostly agree Some what agree
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Some what disagree Mostly disagree 6. Is Lipton Tea affordable for you? Yes No 7. Could you get any discount in the price of Lipton Tea? Yes No 8. Do you see any tea in comparison of Lipton Tea? Easily Think to find Nothing 9. What do you find Lipton Tea as a Market leader Defender Follower Nicher 10. Will you introduce Lipton Tea to other people? Mostly Often Sometime Nothing 11. Are you satisfied with the packaging of product? Strongly agree Agree disagree Strongly disagree 12. From where you buy Lipton Tea? General Store Shopping mall Utility Store Other 13. What type of relation do you feel with Lipton Tea? Excellent Good Satisfactory Poor
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14. Which tea do you use? Lipton Supreme Brooke Bond Loose Packing Any other 15. By which source you get familiar with Lipton Tea? TV commercial Radio Newspaper advertisement Buzz marketing Any other 16. What is the level of satisfaction in your mind after using it? Very satisfied Satisfied Not satisfied 17. Is advertisement of Lipton Tea useful? Strongly agree Agree Disagree Strongly disagree

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Micro Level Factors

Perception

The consumer perception about product quality is excellent they are innovators and want innovation in the product because customer knows that this is Unilevers innovative product. Perception toward price of innovator is Excellent but they want some thing new in this product. They think its innovative product which is not introduce anyone in market with this taste, color, smell and packing which make the consumer fresh. Consumer percept that the price of the Lipton Tea is normal. They percept the label of the Lipton Tea have more information to easy understand what type of product it is. Useful and easy to recognize appearance for health concern product is strong. Consumers purchase Lipton Tea because its unique with Taste, Color, and Smell. These factors are different with the other brands for innovators

Learning
When consumers are delighted and have good experience with Lipton Tea they learned good experience saves in long-term memory. But some time when consumer wants some innovation in product for reshape their behavior. And if marketer is not innovative and creative then customer is not satisfied than he refuses to purchase your product again. And when customer has bad experience with related past emotions and feelings he learned bad experience

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save in short- term memory. Some customer learned from his family, culture, environment, community in which some learned good and some learned bad.

Classical conditioning

Advertisement Repetition and selling promotion Advertisement repeated rapidly on different channels and different selling promotions on hoardings, newspapers, billboards and signboards they have common belief. In short they use both ATL and BTL promotion activities. These promotional activities play important role to change the mind of consumer toward the product. Stimulus discrimination Positioning Lipton Tea in consumer mind against the competitors (Supreme, Brooke Bond and Tetley) as tea for the enthusiastic, extroverts and who enjoy their life. Create something new in packaging and promotion.

Instrumental (operant) conditioning

Shaping Free tea sample will be offered through innovative promotional campaigns at the school, colleges, Universities, shopping malls. Change their features like packaging, design and come with something innovative. Lipton Tea is innovation in promotion.

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Attitude Consumer attitude toward Lipton Tea is innovative product and lead in market and its final judgment of some consumer. Because different consumer have different attitude toward different products. So through the modeling and shaping (innovation) marketer change the consumer behavior. Unilever already create his strong image in consumer mind thats why consumers are loyal with this company. Unilever generates unique stimuli through promotions and advertisement for the consumer. For the consumption of product by the consumers if the customers are loyal they start buzz marketing and word of mouth with other people in positive sense. Here by the help of sampling marketer find out the experiential hierarchy.

Cognitive Innovative customers have common belief that Lipton Tea is a innovative product of Unilever.

Affect Consumer feels that I am using Unilever product so I will definitely purchase and Lipton Tea.

Behavior After that consumer purchase the product for consuming.

Group and Family Influences

Family Influences The family is a major influence on the consumer behavior of its members. There are many examples of how the family influences the consumption behavior of its members. For
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example: A child learns how to enjoy candy by observing an older brother or sister; for innovation in it learns the use and value money by listening to and watching his or her parents. Decisions about a new innovative car, a vacation trip, or whether to go to a local or an out-oftown college are consumption decisions usually made of within the context of a family setting. As a major consumption unit, the family is also a prime target for the marketing of many products and services. The importance of the family in consumer behavior arises for two reasons: 1. Many products are purchased by a family unit. 2. Innovating buying decisions may be heavily influenced by other family members. Purchase decisions depend on the roles of the various family members in the purchase of Lipton Tea, consumption, and influence and innovation of Lipton Tea. Lipton Tea may be purchased by a person but consumed by many, whereas health items, such as fruit juices or energy drinks, might be purchased by an individual family member for his or her own consumption with involvement from children or other member of the extended family. Group Influence Innovators identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Group can influence on the innovators that has a positive or negative on a persons attitude and behavior. Membership Group (belong to) Affinity marketing is focused on the desires of innovation of consumers that belong to reference groups like Lipton Tea is belongs to the reference group when they have sitting together in a group circle. Marketers get the groups to approve the product and

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communicate that approval to its members. Like word of mouth and buzz marketing, for example: Credit Cards etc.!!
Aspiration groups (want to belong to) Disassociate group (do not want to belong to)

Lipton Tea is aspiration from the "Unilever" group. Culture Influences Culture refers to the set of values, ideas, and attitudes toward Lipton tea that are accepted by a homogenous group of people and transmitted to the next generation through the innovation. Culture also determines what are acceptable new inventions with Lipton tea advertising. Culture determines what people needs, wants and demand. Cultural values for Lipton Tea are good health, energy; friends get together big impact on marketing.

Decision Making Process

Stages of the Consumer Buying Process Five Stages to the Consumer Buying Decision Process. Actual purchasing of innovator for Lipton Tea is only one stage of the process. Not all decision processes lead to a purchase of Lipton Tea. All consumer decisions do not always include all 5 stages, determined by the degree of complexity. The 5 stages are;

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Problem Recognition Difference between the desired state and the actual condition. Shortage in variety (innovation) in products. Lipton Tea stimulates your need to thirsty. Can be stimulated by the marketer through Lipton Tea information did not know you were lacking? I.E., see a commercial for a Lipton Tea, stimulates your recognition that you have thirst and you need some thing spacial (Lipton Tea). But on some level of satisfaction customer wants something new in it. Information Search
Internal search, memory. External search, if you need more information about Lipton Tea. Friends and relatives

(word of mouth). Marketer dominated sources; selling promotions & innovation of Lipton Tea taking survey, advertisement and public sources etc.
Here being as a marketer we are gather information through survey. A successful

information search leaves a buyer with possible alternatives, the evoked set. And also search that what s new company introduced in this product. Thirsty, want to go out and drink, your demand is juices. Evoked set is;
o Lipton Tea o Supreme o Brooke Bond o Tetley etc

Evaluation of Alternatives Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to drink juice Lipton Tea gets highest rank etc.

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If not satisfied with your choice then returns to the search phase. Can you think of another Juice brand? Look in the television adds etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives.

Energy Lipton Tea Supreme Brooke Bond Tetley Loose Packing 4 2 3 2 1

Packaging 5 1 4 3 1

Price 3 5 5 5 1

Promotion 3 1 2 1 1

Quality 5 1 3 3 1

Total 20 10 17 14 5

Purchase decision Choose buying alternative which is Lipton Tea, includes product, package, Price, Promotion, Quality these are method of purchase. Purchase may differ from decision and product availability. Post-Purchase Evaluation outcome: In marketer point of view that if customers are Satisfied with Lipton Tea then they are loyal and come to repurchase Lipton Tea or if customers are dissatisfied due to innovator they switched to the other brand. Cognitive difference, have you made the right decision. This can be reduced by warranties, after sales communication etc. After drink Lipton Tea, may think that really you wanted a Lipton Tea.

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Consumer profile of Achievers


There are 6 achievers.

Work oriented Successful High job satisfaction Respect authority, and favor the status quo

Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery. With many wants and needs, Achievers are active in the consumer marketplace. Image is important to Achievers; they favor established, prestige products and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of time-saving devices

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Questioner about Lipton Tea (Achievers)

Name Cell number

_Sidra Aslim_____ _0331-7476516__

Religion Gender

_Islam______ Male Female

1. What is your age? 18 to 25 26 to 33 34 to 41 42 to 49 50 to 60 2. What is your occupation? Business man Land Lord Job holder Student Any other 3. What is your income? Less ten 10,000 11,000 to 20,000 21,000 to 30,000 31,000 to 40,000 41,000 to 50,000 More than 50,000 4. Is Lipton Tea quality good? Excellent Very Good Good Average 5. Are you satisfied with the price of Lipton Tea? Mostly agree Some what agree Some what disagree
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Mostly disagree 6. Is Lipton Tea affordable for you? Yes No 7. Could you get any discount in the price of Lipton Tea? Yes No 8. Do you see any tea in comparison of Lipton Tea? Easily Think to find Nothing 9. What do you find Lipton Tea as a Market leader Defender Follower Nicher 10. Will you introduce Lipton Tea to other people? Mostly Often Sometime Nothing 11. Are you satisfied with the packaging of product? Strongly agree Agree disagree Strongly disagree 12. From where you buy Lipton Tea? General Stores Shopping mall Utility store Other 13. What type of relation do you feel with Lipton Tea? Excellent Good Satisfactory Poor
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14. Which tea do you use? Lipton Supreme Brooke Bond Loose Packing Any other 15. By which source you get familiar with Lipton Tea? TV commercial Radio Newspaper advertisement Buzz marketing Any other 16. What is the level of satisfaction in your mind after using it? Very satisfied Satisfied Not satisfied 17. Is advertisement of Lipton Tea useful? Strongly agree Agree disagree Strongly disagree

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Micro Level Factors


Perception The consumer perception about product quality is average they think that this product is providing not sufficient message. Because customer knows that this is Unilevers product according to this they provide less information. But customers are motivated they are comfortable from the product line of Unilevers Lipton Tea. They percept that the Quality of Lipton Tea is average. Consumer percept that Lipton Tea is have moderate price from other brand. They percept Lipton Tea label have more information to easy understand, trustworthy. Useful and easy to recognize appearance for health concern product is strong.

Consumer purchases Lipton Tea because its provide pictorial message with unique commercial story. Ad attract the thinker

Learning When consumers are delighted and have good experience with Lipton Tea they learned good experience save in long-term memory. They seek out information from the different activates perform by marketer. And when customer has bad experience with related past emotions and feelings he learned bad experience save in short- term memory. They are active in market and the Lipton Tea image is important for achiever and they favor Lipton Tea and its services that demonstrate success to their peers. And they are interested in variety in product line of Lipton Tea with new flavor and consider new basic ideas for Lipton Tea. Some customer

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learned from his family, culture, environment, community in which some learned good and some learned bad.

Classical conditioning

Advertisement Repetition and selling promotion

Advertisement repeated rapidly on different channels and different selling promotions on hoardings, newspapers, billboards and signboards they have common belief. In short they use both ATL and BTL promotion activities. These promotional activities play important role to change the mind of consumer toward the product. Stimulus discrimination Positioning Lipton Tea in consumer mind against the competitors (Supreme, Brooke Bond and Tetley) as tea for the enthusiastic, extroverts and who enjoy their life. Create something new in packaging and promotion.

Instrumental (operant) conditioning

Shaping Free tea sample will be offered through innovative promotional campaigns at the school, colleges, Universities, shopping malls. Change their features like packaging, design. Attitude Consumer attitude toward Lipton Tea that is innovative product and lead in market and its final judgment of some consumer. Because different consumer have different attitude toward different products. So message according to product is different for different
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customers here marketer use updated model for received accurate message. So through the modelling and shaping marketer change the consumer behavior. Unilever already create his strong image in consumer mind thats why consumers are loyal with this company. Unilever generates stimuli through promotions and advertisement for the consumer. For the consumption of product by the consumers. If the customers are loyal they start buzz marketing and word of mouth with other people. Here by the help of sampling marketer find out the experiential hierarchy.

Affects Achievers think, consumer have good thinking toward Lipton Tea. Consumer feel that Lipton Tea have basic ideas for Penetrate in achievers.

Behavior Now after feel that this product is good for him/her consumer without thinking on other features purchase this product.

Cognitive After that the belief of the customer is build toward Lipton Tea. Its base on hedonic consumption.

Group and Family Influences

Family Influences The family is a major influence on the consumer behaviour of its members. There are many examples of how the family influences the consumption behaviour of its members. For example: A child learns how to enjoy candy by observing an older brother or sister; learns the
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use and value money by listening to and watching his or her parents. Decisions about a new car, a vacation trip, or whether to go to a local or an out-of-town college are consumption decisions usually made of within the context of a family setting. As a major consumption unit, the family is also a prime target for the marketing of many products and services. The importance of the family in consumer behaviour arises for two reasons: 1. Many products are purchased by a family unit. 2. Individuals buying decisions may be heavily influenced by other family members. Purchase decisions depend on the roles of the various family members in the purchase of Lipton Tea, consumption, and influence of Lipton Tea. Lipton Tea may be purchased by a person but consumed by many, whereas health items, such as fruit juices or energy drinks, might be purchased by an individual family member for his or her own consumption with involvement from children or other member of the extended family. Group Influence Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviours of the group members. Any group that has a positive or negative influence on a persons attitude and behaviour. Membership Group Affinity marketing is focused on the desires of consumers that belong to reference groups .like Lipton Tea is belongs to the reference group when they have sitting together in a group circle. Marketers get the groups to approve the product and communicate that approval to its members. Like word of mouth and buzz marketing, for example: Credit Cards etc.!!
Aspiration groups (want to belong to) Disassociate group (do not want to belong to)

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Lipton Tea is aspiration from the "Unilever" group. Culture Influences Culture refers to the set of values, ideas, and attitudes toward Lipton Tea that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with Lipton Tea advertising. Culture determines what people needs, wants and demand. Cultural values for Lipton Tea are good health, energy, friends get together. Big impact on marketing.

Decision Making Process

Stages of the Consumer Buying Process Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing of Lipton Tea is only one stage of the process. Not all decision processes lead to a purchase of Lipton Tea. All consumer decisions do not always include all 6 stages, determined by the degree of complexity. The 5 stages are: Problem Recognition Difference between the desired state and the actual condition. Shortage in variety of products. Lipton Tea stimulates your need to thirsty. Can be stimulated by the marketer through Lipton Tea information did not know you were lacking? I.E., see a commercial for a Lipton Tea, stimulates your recognition that you have thirst and you need juice (Lipton Tea).

41

Information Search:
Internal search, memory. External search, if you need more information about Lipton Tea. Friends and relatives

(word of mouth). Marketer dominated sources; selling promotions of Lipton Tea taking survey, advertisement and public sources etc.
Here being as a marketer we are gather information through survey. A successful

information search leaves a buyer with possible alternatives, the evoked set. Thirsty, want to go out and drink, your demand is juices. Evoked set is
o Lipton Tea o Supreme o Brooke Bond o Tetley etc

Evaluation of Alternatives: Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to drink juice Lipton Tea gets highest rank etc. If not satisfied with your choice then returns to the search phase. Can you think of another Juice brand? Look in the television adds etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. Energy Lipton Tea Supreme Brooke Bond 4 2 3 Packaging 5 1 4 Price 3 5 5 Promotion 3 1 2 Quality 5 1 3 Total 20 10 17

42

Tetley Loose Packing

2 1

3 1

5 1

1 1

3 1

14 5

Purchase decision: Choose buying alternative which is Lipton Tea, includes product, package, Price, Promotion, Quality these are method of purchase. Purchase may differ from decision and product availability. Post-Purchase Evaluation outcome: In marketer point of view that if customers are Satisfied with Lipton Tea then they are loyal and come to repurchase Lipton Tea or if customers are Dissatisfied they switched to the other brand. Cognitive difference, have you made the right decision. This can be reduced by warranties, after sales communication etc. After drink Lipton Tea, may think that really you wanted a Lipton Tea.

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Consumer profile of Experiencers


There are 6 experiencers.

Main components of action oriented segment Youngest, median age is 25 years Active in both physical and social activities Favor new products

Experiences are motivated by self-expression. As young, enthusiastic, and impulsive consumers, Experiences quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiences are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis they place on looking good and having "cool" stuff.

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Questioner about Lipton Tea (Expeirncers)

Name Cell number

_Ireen__________ _0313-647033____

Religion Gender

_Chirstian____ Male Female

1. What is your age? 18 to 25 26 to 33 34 to 41 42 to 49 50 to 60 2. What is your occupation? Business man Land Lord Job holder Student Any other 3. What is your income? Less ten 10,000 11,000 to 20,000 21,000 to 30,000 31,000 to 40,000 41,000 to 50,000 More than 50,000 4. Is Lipton Tea quality good? Excellent Very Good Good Average 5. Are you satisfied with the price of Lipton Tea? Mostly agree Some what agree
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Some what disagree Mostly disagree 6. Is Lipton Tea affordable for you? Yes No 7. Could you get any discount in the price of Lipton Tea? Yes No 8. Do you see any tea in comparison of Lipton Tea? Easily Think to find Nothing 9. What do you find Lipton Tea as a Market leader Defender Follower Nicher 10. Will you introduce Lipton Tea to other people? Mostly Often Sometime Nothing 11. Are you satisfied with the packaging of product? Strongly agree Agree disagree Strongly disagree 12. From where you buy Lipton Tea? General Store Shopping mall Utility Store Other 13. What type of relation do you feel with Lipton Tea? Excellent Good Satisfactory
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Poor 14. Which tea do you use? Lipton Supreme Brooke Bond Loose Packing Any other 15. By which source you get familiar with Lipton Tea? TV commercial Radio Newspaper advertisement Buzz marketing Any other 16. What is the level of satisfaction in your mind after using it? Very satisfied Satisfied Not satisfied 17. Is advertisement of Lipton Tea useful? Strongly agree Agree Disagree Strongly disagree

47

Micro Level Factors


Perception The consumer perception about product quality is average they think that this product is providing not sufficient message. Because customer knows that this is Unilevers product according to this they provide less information. But customers are motivated they are comfortable from the product line of Unilevers Lipton Tea. They percept that the Quality of Lipton Tea is average. Consumer percept that Lipton Tea is have moderate price from other brand. They percept Lipton Tea label have more information to easy understand, trustworthy. Useful and easy to recognize appearance for health concern product is strong. Consumer purchases Lipton Tea because its provide pictorial message with unique commercial story. Ad attract the thinker

Learning When consumers are delighted and have good experience with Lipton Tea they learned good experience save in long-term memory. They seek out information from the different activates perform by marketer. And when customer has bad experience with related past emotions and feelings he learned bad experience save in short- term memory. They are active in market and the Lipton Tea image is important for achiever and they favor Lipton Tea and its services that demonstrate success to their peers. And they are interested in variety in product line of Lipton Tea with new flavor and consider new basic ideas for Lipton Tea. Some customer learned from his family, culture, environment, community in which some learned good and some learned bad.

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Classical conditioning

Advertisement Repetition and selling promotion Advertisement repeated rapidly on different channels and different selling promotions on hoardings, newspapers, billboards and signboards they have common belief. In short they use both ATL and BTL promotion activities. These promotional activities play important role to change the mind of consumer toward the product. Stimulus discrimination Positioning Lipton Tea in consumer mind against the competitors (Supreme, Brooke Bond and Tetley) as tea for the enthusiastic, extroverts and who enjoy their life. Create something new in packaging and promotion.

Instrumental (operant) conditioning

Shaping: Free tea sample will be offered through innovative promotional campaigns at the school, colleges, Universities, shopping malls. Change their features like packaging, design. They mould their behavior through their past experience and association. And learn from it.

Attitude

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Consumer attitude toward Lipton Tea that is innovative product and lead in market and its final judgment of some consumer. Because different consumer have different attitude toward different products. So message according to product is different for different customers here marketer use updated model for received accurate message. So through the modelling and shaping marketer change the consumer behaviour. Unilever already create his strong image in consumer mind thats why consumers are loyal with this company. Unilever generates stimuli through promotions and advertisement for the consumer. For the consumption of product by the consumers. If the customers are loyal they start buzz marketing and word of mouth with other people. Here by the help of sampling marketer find out the experiential hierarchy.

Affects
In this consumer have High involvement. And He feels that minute maid pulpy orange is healthy for him/her according to their past experience.

Behaviour
After feel he decided to take action and purchase this product. Because he/she emotionally attached with minute maid pulpy orange.

Cognitive
Have common belief that is better choice for him/her logically.

Group and Family Influences

Family Influences The family is a major influence on the consumer behavior of its members. There are many examples of how the family influences the consumption behavior of its members. For
50

example: A child learns how to enjoy candy by observing an older brother or sister; learns the use and value money by listening to and watching his or her parents. Decisions about a new car, a vacation trip, or whether to go to a local or an out-of-town college are consumption decisions usually made of within the context of a family setting. As a major consumption unit, the family is also a prime target for the marketing of many products and services. The importance of the family in consumer behavior arises for two reasons: 1. Many products are purchased by a family unit. 2. Individuals buying decisions may be heavily influenced by other family members. Purchase decisions depend on the roles of the various family members in the purchase of Lipton Tea, consumption, and influence of Lipton Tea. Lipton Tea may be purchased by a person but consumed by many, whereas health items, such as fruit juices or energy drinks, might be purchased by an individual family member for his or her own consumption with involvement from children or other member of the extended family. Group Influence Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviours of the group members. Any group that has a positive or negative influence on a persons attitude and behaviour. Membership Group Affinity marketing is focused on the desires of consumers that belong to reference groups .like Lipton Tea is belongs to the reference group when they have sitting together in a group circle. Marketers get the groups to approve the product and communicate that approval to its members. Like word of mouth and buzz marketing, for example: Credit Cards etc.!!
Aspiration groups (want to belong to)

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Disassociate group (do not want to belong to)

Lipton Tea is aspiration from the "Unilever" group. Culture Influences Culture refers to the set of values, ideas, and attitudes toward Lipton Tea that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with Lipton Tea advertising. Culture determines what people needs, wants and demand. Cultural values for Lipton Tea are good health, energy, friends get together. Big impact on marketing.

Decision Making Process

Stages of the Consumer Buying Process: Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing of Lipton Tea is only one stage of the process. Not all decision processes lead to a purchase of Lipton Tea. All consumer decisions do not always include all 6 stages, determined by the degree of complexity. The 5 stages are: Problem Recognition: Difference between the desired state and the actual condition. Shortage in variety of products. Lipton Tea stimulates your need to thirsty. Can be stimulated by the marketer through Lipton Tea information did not know you were lacking? I.E., see a commercial for a Lipton Tea, stimulates your recognition that you have thirst and you need juice (Lipton Tea).
52

Information Search
Internal search, memory. External search, if you need more information about Lipton Tea. Friends and relatives

(word of mouth). Marketer dominated sources; selling promotions of Lipton Tea taking survey, advertisement and public sources etc.
Here being as a marketer we are gather information through survey. A successful

information search leaves a buyer with possible alternatives, the evoked set. Thirsty, want to go out and drink, your demand is juices. Evoked set is
o Lipton Tea o Supreme o Brooke Bond o Tetley etc

Evaluation of Alternatives Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to drink juice Lipton Tea gets highest rank etc. If not satisfied with your choice then returns to the search phase. Can you think of another Juice brand? Look in the television adds etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. Energy Lipton Tea Supreme Brooke Bond Tetley Loose Packing 4 2 3 2 1 Packaging 5 1 4 3 1 Price 3 5 5 5 1 Promotion 3 1 2 1 1 Quality 5 1 3 3 1 Total 20 10 17 14 5
53

Purchase decision Choose buying alternative which is Lipton Tea, includes product, package, Price, Promotion, Quality these are method of purchase. Purchase may differ from decision and product availability. Post-Purchase Evaluation outcome In marketer point of view that if customers are Satisfied with Lipton Tea then they are loyal and come to repurchase Lipton Tea or if customers are Dissatisfied they switched to the other brand. Cognitive difference, have you made the right decision. This can be reduced by warranties, after sales communication etc. After drink Lipton Tea, may think that really you wanted a Lipton Tea.

54

Consumer Profile of Believers


There are 8 believers.

Family and community oriented people Modest means Brand loyal favor American made products

Believers are motivated by ideals. They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many Believers express moral codes that are deeply rooted and literally interpreted. They follow established routines, organized in large part around home, family, community, and social or religious organizations to which they belong. As consumers, Believers are predictable; they choose familiar products and established brands. They favor American products and are generally loyal customers.

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Questioner about Lipton Tea (Believers)

Name Cell number

_Tayyaba Shaheem _0313-4700035___

Religion Gender

_Islam______ Male Female

1. What is your age? 18 to 25 26 to 33 34 to 41 42 to 49 50 to 60 2. What is your occupation? Business man Land Lord Job holder Student Any other 3. What is your income? Less ten 10,000 11,000 to 20,000 21,000 to 30,000 31,000 to 40,000 41,000 to 50,000 More than 50,000 4. Is Lipton Tea quality good? Excellent Very Good Good Average 5. Are you satisfied with the price of Lipton Tea? Mostly agree Some what agree Some what disagree Mostly disagree
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6. Is Lipton Tea affordable for you? Yes No 7. Could you get any discount in the price of Lipton Tea? Yes No 8. Do you see any tea in comparison of Lipton Tea? Easily Think to find Nothing 9. What do you find Lipton Tea as a Market leader Defender Follower Nicher 10. Will you introduce Lipton Tea to other people? Mostly Often Sometime Nothing 11. Are you satisfied with the packaging of product? Strongly agree Agree disagree Strongly disagree 12. From where you buy Lipton Tea? General Store Shopping mall Utility Store Other 13. What type of relation do you feel with Lipton Tea? Excellent Good Satisfactory Poor

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14. Which tea do you use? Lipton Supreme Brooke Bond Loose Packing Any other 15. By which source you get familiar with Lipton Tea? TV commercial Radio Newspaper advertisement Buzz marketing Any other 16. What is the level of satisfaction in your mind after using it? Very satisfied Satisfied Not satisfied 17. Is advertisement of Lipton Tea useful? Strongly agree Agree Disagree Strongly disagree

58

Micro Level Factors


Perception The consumer perception about product quality is excellent they are innovators and want innovation in the product because customer knows that this is Unilevers innovative product. Perception toward price of innovator is Excellent but they want some thing new in this product. They think its innovative product which is not introduce anyone in market with this taste, color, smell and packing which make the consumer fresh. Consumer percept that the price of the Lipton Tea is normal. They percept the label of the Lipton Tea have more information to easy understand what type of product it is. Useful and easy to recognize appearance for health concern product is strong. Consumers purchase Lipton Tea because its unique with Taste, Color, and Smell. These factors are different with the other brands for innovators

Learning When consumers are delighted and have good experience with Lipton Tea they learned good experience saves in long-term memory. But some time when consumer wants some innovation in product for reshape their behavior. And if marketer is not innovative and creative then customer is not satisfied than he refuses to purchase your product again. And when customer has bad experience with related past emotions and feelings he learned bad experience save in short- term memory. Some customer learned from his family, culture, environment, community in which some learned good and some learned bad.
59

Classical conditioning

Advertisement Repetition and selling promotion Advertisement repeated rapidly on different channels and different selling promotions on hoardings, newspapers, billboards and signboards they have common belief. In short they use both ATL and BTL promotion activities. These promotional activities play important role to change the mind of consumer toward the product. Stimulus discrimination Positioning Lipton Tea in consumer mind against the competitors (Supreme, Brooke Bond and Tetley) as tea for the enthusiastic, extroverts and who enjoy their life. Create something new in packaging and promotion.

Instrumental (operant) conditioning

Shaping Free drinks will be offered through promotional campaigns at the school, colleges, universities, shopping malls. One small pack will be given free on purchase of 2 two pack of Lipton Tea. Attitude Consumer attitude toward Lipton Tea is innovative product and lead in market and its final judgment of some consumer. Because different consumer have different attitude toward different products. So through the modeling and shaping (innovation) marketer change
60

the consumer behavior. Unilever already create his strong image in consumer mind thats why consumers are loyal with this company. Unilever generates unique stimuli through promotions and advertisement for the consumer. For the consumption of product by the consumers if the customers are loyal they start buzz marketing and word of mouth with other people in positive sense. Here by the help of sampling marketer find out the experiential hierarchy.

Affects In this consumer have High involvement. And He feels that minute maid pulpy orange is healthy for him/her according to their past experience.

Behavior After feel he decided to take action and purchase this product. Because he/she emotionally attached with minute maid pulpy orange.

Cognitive Have common belief that is better choice for him/her logically.

Group and Family Influences

Family Influences: The family is a major influence on the consumer behavior of its members. There are many examples of how the family influences the consumption behavior of its members. For example: A child learns how to enjoy candy by observing an older brother or sister; for innovation in it learns the use and value money by listening to and watching his or her parents. Decisions about a new innovative car, a vacation trip, or whether to go to a local or an out-oftown college are consumption decisions usually made of within the context of a family setting.

61

As a major consumption unit, the family is also a prime target for the marketing of many products and services. The importance of the family in consumer behavior arises for two reasons: 1. Many products are purchased by a family unit. 2. Innovating buying decisions may be heavily influenced by other family members. Purchase decisions depend on the roles of the various family members in the purchase of Lipton Tea, consumption, and influence and innovation of Lipton Tea. Lipton Tea may be purchased by a person but consumed by many, whereas health items, such as fruit juices or energy drinks, might be purchased by an individual family member for his or her own consumption with involvement from children or other member of the extended family. Group Influence Innovators identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Group can influence on the innovators that has a positive or negative on a persons attitude and behavior. Membership Group Affinity marketing is focused on the desires of innovation of consumers that belong to reference groups like Lipton Tea is belongs to the reference group when they have sitting together in a group circle. Marketers get the groups to approve the product and communicate that approval to its members. Like word of mouth and buzz marketing, for example: Credit Cards etc.!!
Aspiration groups (want to belong to) Disassociate group (do not want to belong to)

62

Lipton Tea is aspiration from the "Unilever" group. Culture Influences Culture refers to the set of values, ideas, and attitudes toward Lipton tea that are accepted by a homogenous group of people and transmitted to the next generation through the innovation. Culture also determines what are acceptable new inventions with Lipton tea advertising. Culture determines what people needs, wants and demand. Cultural values for Lipton Tea are good health, energy; friends get together big impact on marketing.

Decision Making Process

Stages of the Consumer Buying Process Five Stages to the Consumer Buying Decision Process. Actual purchasing of innovator for Lipton Tea is only one stage of the process. Not all decision processes lead to a purchase of Lipton Tea. All consumer decisions do not always include all 5 stages, determined by the degree of complexity. The 5 stages are: Problem Recognition: Difference between the desired state and the actual condition. Shortage in variety (innovation) in products. Lipton Tea stimulates your need to thirsty. Can be stimulated by the marketer through Lipton Tea information did not know you were lacking? I.E., see a commercial for a Lipton Tea, stimulates your recognition that you have thirst and you need some thing spacial (Lipton Tea). But on some level of satisfaction customer wants something new in it. Information Search

63

Internal search, memory. External search, if you need more information about Lipton Tea. Friends and relatives

(word of mouth). Marketer dominated sources; selling promotions & innovation of Lipton Tea taking survey, advertisement and public sources etc.
Here being as a marketer we are gather information through survey. A successful

information search leaves a buyer with possible alternatives, the evoked set. And also search that what s new company introduced in this product. Thirsty, want to go out and drink, your demand is juices. Evoked set is
o Lipton Tea o Supreme o Brooke Bond o Tetley etc

Evaluation of Alternatives: Need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to drink juice Lipton Tea gets highest rank etc. If not satisfied with your choice then returns to the search phase. Can you think of another Juice brand? Look in the television adds etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives. Energy Lipton Tea Supreme Brooke Bond Tetley Loose Packing 4 2 3 2 1 Packaging 5 1 4 3 1 Price 3 5 5 5 1 Promotion 3 1 2 1 1 Quality 5 1 3 3 1 Total 20 10 17 14 5
64

Purchase decision Choose buying alternative which is Lipton Tea, includes product, package, Price, Promotion, Quality these are method of purchase. Purchase may differ from decision and product availability. Post-Purchase Evaluation outcome In marketer point of view that if customers are Satisfied with Lipton Tea then they are loyal and come to repurchase Lipton Tea or if customers are dissatisfied due to innovator they switched to the other brand. Cognitive difference, have you made the right decision. This can be reduced by warranties, after sales communication etc. After drink Lipton Tea, may think that really you wanted a Lipton Tea.

65

Consumer Profile of Strivers


There are 9 strivers.

Lower income people Values similar to achievers Style is important in lifestyle

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead. Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

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Questioner about Lipton Tea (Strivers)

Name Cell number

_Adnan Mujtaba__ _0321-4022347___

Religion Gender

_Islam______ Male Female

1. What is your age? 18 to 25 26 to 33 34 to 41 42 to 49 50 to 60 2. What is your occupation? Business man Land Lord Job holder Student Any other 3. What is your income? Less ten 10,000 11,000 to 20,000 21,000 to 30,000 31,000 to 40,000 41,000 to 50,000 More than 50,000 4. Is Lipton Tea quality good? Excellent Very Good Good Average 5. Are you satisfied with the price of Lipton Tea? Mostly agree Some what agree
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Some what disagree Mostly disagree 6. Is Lipton Tea affordable for you? Yes No 7. Could you get any discount in the price of Lipton Tea? Yes No 8. Do you see any tea in comparison of Lipton Tea? Easily Think to find Nothing 9. What do you find Lipton Tea as a Market leader Defender Follower Nicher 10. Will you introduce Lipton Tea to other people? Mostly Often Sometime Nothing 11. Are you satisfied with the packaging of product? Strongly agree Agree Disagree Strongly disagree 12. From where you buy Lipton Tea? General Store Shopping mall Utility Store Other 13. What type of relation do you feel with Lipton Tea? Excellent Good Satisfactory Poor
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14. Which tea do you use? Lipton Supreme Brooke Bond Loose Packing Any other 15. By which source you get familiar with Lipton Tea? TV commercial Radio Newspaper advertisement Buzz marketing Any other 16. What is the level of satisfaction in your mind after using it? Very satisfied Satisfied Not satisfied 17. Is advertisement of Lipton Tea useful? Strongly agree Agree Disagree Strongly disagree

69

Micro Level Factors

Perception The consumer perception about product quality is excellent they are innovators and want innovation in the product because customer knows that this is Unilevers innovative product. Perception toward price of innovator is Excellent but they want some thing new in this product. They think its innovative product which is not introduce anyone in market with this taste, color, smell and packing which make the consumer fresh. Consumer percept that the price of the Lipton Tea is normal. They percept the label of the Lipton Tea have more information to easy understand what type of product it is. Useful and easy to recognize appearance for health concern product is strong. Consumers purchase Lipton Tea because its unique with Taste, Color, and Smell. These factors are different with the other brands for innovators

Learning When consumers are delighted and have good experience with Lipton Tea they learned good experience saves in long-term memory. But some time when consumer wants some innovation in product for reshape their behavior. And if marketer is not innovative and creative then customer is not satisfied than he refuses to purchase your product again. And when customer has bad experience with related past emotions and feelings he learned bad experience save in short- term memory. Some customer learned from his family, culture, environment, community in which some learned good and some learned bad.
70

Classical conditioning

Advertisement Repetition and selling promotion Advertisement repeated rapidly on different channels and different selling promotions on hoardings, newspapers, billboards and signboards they have common belief. In short they use both ATL and BTL promotion activities. These promotional activities play important role to change the mind of consumer toward the product. Stimulus discrimination Positioning Lipton Tea in consumer mind against the competitors (Supreme, Brooke Bond and Tetley) as tea for the enthusiastic, extroverts and who enjoy their life. Create something new in packaging and promotion.

Instrumental (operant) conditioning

Shaping Free tea sample will be offered through innovative promotional campaigns at the school, colleges, Universities, shopping malls. Change their features like packaging, design and come with something innovative. They shape their attitude by the approval of other they follow others

71

Attitude Consumer attitude toward Lipton Tea is innovative product and lead in market and its final judgment of some consumer. Because different consumer have different attitude toward different products. So through the modeling and shaping (innovation) marketer change the consumer behavior. Unilever already create his strong image in consumer mind thats why consumers are loyal with this company. Unilever generates unique stimuli through promotions and advertisement for the consumer. For the consumption of product by the consumers if the customers are loyal they start buzz marketing and word of mouth with other people in positive sense. Here by the help of sampling marketer find out the experiential hierarchy.

Affects

Behavior

Cognitive
And feel its good for him/ her

Marketer think, consumer Take creation to purchase have good experience with coca-colas product.

Group and Family Influences

Family Influences The family is a major influence on the consumer behavior of its members. There are many examples of how the family influences the consumption behavior of its members. For example: A child learns how to enjoy candy by observing an older brother or sister; for innovation in it learns the use and value money by listening to and watching his or her parents.
72

Decisions about a new innovative car, a vacation trip, or whether to go to a local or an out-oftown college are consumption decisions usually made of within the context of a family setting. As a major consumption unit, the family is also a prime target for the marketing of many products and services. The importance of the family in consumer behavior arises for two reasons: 1. Many products are purchased by a family unit. 2. Innovating buying decisions may be heavily influenced by other family members. Purchase decisions depend on the roles of the various family members in the purchase of Lipton Tea, consumption, and influence and innovation of Lipton Tea. Lipton Tea may be purchased by a person but consumed by many, whereas health items, such as fruit juices or energy drinks, might be purchased by an individual family member for his or her own consumption with involvement from children or other member of the extended family. Group Influence: Innovators identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Group can influence on the innovators that has a positive or negative on a persons attitude and behavior. Membership Group Affinity marketing is focused on the desires of innovation of consumers that belong to reference groups like Lipton Tea is belongs to the reference group when they have sitting together in a group circle. Marketers get the groups to approve the product and communicate that approval to its members. Like word of mouth and buzz marketing, for example: Credit Cards etc.!!
Aspiration groups (want to belong to)

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Disassociate group (do not want to belong to)

Lipton Tea is aspiration from the "Unilever" group. Culture Influences Culture refers to the set of values, ideas, and attitudes toward Lipton tea that are accepted by a homogenous group of people and transmitted to the next generation through the innovation. Culture also determines what are acceptable new inventions with Lipton tea advertising. Culture determines what people needs, wants and demand. Cultural values for Lipton Tea are good health, energy; friends get together big impact on marketing.

Decision Making Process

Stages of the Consumer Buying Process


Five Stages to the Consumer Buying Decision Process. Actual purchasing of innovator for Lipton Tea is only one stage of the process. Not all decision processes lead to a purchase of Lipton Tea. All consumer decisions do not always include all 5 stages, determined by the degree of complexity. The 5 stages are: Problem Recognition: Difference between the desired state and the actual condition. Shortage in variety (innovation) in products. Lipton Tea stimulates your need to thirsty. Can be stimulated by the marketer through Lipton Tea information did not know you were lacking? I.E., see a commercial for a Lipton Tea, stimulates your recognition that you have thirst and you need some thing spacial (Lipton Tea). But on some level of satisfaction customer wants something new in it.
74