EXECUTIVE SUMMARY

This report seeks to explain the stages of consumer decision for Nkwan including the three
major influences of consumer behaviour. It also explains the adaptation of each element of the
marketing mix for Nkwan.

Since motivation is an important determinant of the consumer’s characteristics and behavior

towards a product, the report also takes a look at the effects of motivation on consumer and
how it could be used when making marketing decision concerning the introduction of
company’s new products.

The report makes it very clear that the new product falls within the domain of the target
consumers and thus is likely to perform very well. It was however concluded that the new
product has a high probability of performing very well on the market but this is dependent on
how the Brands Manager collaborate with other departments in making the various marketing
decisions for the product.

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Contents
EXECUTIVE SUMMARY....................................................................................................................................1
1.0 STAGES OF CONSUMERS DECISION...................................................................................................3
1.1 Awareness...........................................................................................................................................3
1.2 Interest............................................................................................................................................3
1.3 Evaluation........................................................................................................................................3
1.4 Trial...................................................................................................................................................3
1.5 Adoption..........................................................................................................................................3
2.0 THE THREE MAJOR INFLUENCE ON CONSUMER BEHAVIOUR.........................................................4
2.1 PSYCHOLOGICAL CORE INFLUENCE...............................................................................................4
2.2 SOCIO-CULTURAL INFUENCE..........................................................................................................4
2.3 THE DECISION- MAKING PROCESS.................................................................................................4
2.3.1 Problem Recognition...................................................................................................................4
2.3.2 Information Search......................................................................................................................5
2.3.3 Alternative Evaluation.................................................................................................................5
2.3.4 Choice/Purchasing Process..........................................................................................................5
2.3.4 Post-Purchase behavior...............................................................................................................5
3.0 ADAPTATION OF THE ELEMENT OF THE MARKETING MIX...............................................................6
3.1 Product............................................................................................................................................6
3.2 Price.................................................................................................................................................6
3.2 Place/Distribution............................................................................................................................6
3.4 Promotion........................................................................................................................................6
3.5 People..............................................................................................................................................6
3.6 Physical Evidence.............................................................................................................................6
3.7 Process.............................................................................................................................................6
4.0 EFFECTS OF MOTIVATION ON CONSUMERS......................................................................................7
5.0 CONCLUSION AND RECOMMENDATION...........................................................................................8

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1.0 STAGES OF CONSUMERS DECISION

1.1 Awareness
At this stage, consumer becomes aware of the Nkwan product but lacks detail
information about the product .Such as the health benefit of the product (nutritious,
healthy snack).

1.2 Interest
Here consumers now seek information on the product and this could be around
features and benefits. Features such as reduced sugar and fat content, new flavors
(banana, wild barriers, strawberry etc)

1.3 Evaluation
Consumer assesses the alternative on the market by asking the following question in
relation to new product

 The quality of the product relative to alternatives on the market

 The price compared to the quality and how to dispose.

1.4 Trial
As part of the evaluation process, the consumer tests the product for the first time .The
organization encourages the trail of new the new product (Nkwan) by giving out free
sample to retailers or free trails to customers.

1.5 Adoption
The consumer makes a purchased decision and subsequently full purchase of the
product when convinced Nkwan will satisfy the need.

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2.0 THE THREE MAJOR INFLUENCE ON CONSUMER BEHAVIOUR

2.1 PSYCHOLOGICAL CORE INFLUENCE

In the introduction of the Nkwan product consumers will be influenced by the following
factors:

 Motivation: A celebrity can be used in the advertising of the product to show the
high quality of the new product coupled with reduced sugar and fat content. This
will lead consumer to recognize the need for a healthier and quality cereal bar.

 Perception: Due to the perception that high prices stands for high quality,
customers will greatly perceive “Nkwan” to be of a higher quality because it will
be sold at a slightly higher price than existing cereal bars on the market. The high
price of “Nkwan” will in some way place the product within the domain of the
targeted consumers and will thus attract much interest from such classes of
people (ABC1s).

2.2 SOCIO-CULTURAL INFUENCE

Interest in the product will result from the general perception that cereal bars are healthier
alternative to sweets and snacks. With the improved quality of “Nkwan” positioned as a
nutritious, healthy snack that can be eaten any time anywhere, interest in the product will be
aroused among the target consumers. People of these social classes are very often saddled
with busy lifestyles, higher disposable incomes and have no time for themselves. These socio-
cultural influences will encourage the purchase of the Nkwan product.

2.3 THE DECISION- MAKING PROCESS

The stages through which consumers make decisions to purchase the life bar product (Nkwan).
These include:

2.3.1 Problem Recognition

Before the introduction of the Life Bars (Nkwan) , consumers generally perceived
Special C as a healthy product which is positioned to meet the needs of the target
consumers. However the introduction of the Nkwan which is an improvement of the
Special C, will activates problem recognition and will motivate consumers to go in for it.
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2.3.2 Information Search
Once the problem recognition has been stimulated, the consumer will now begin to
search for relevant information to solve the problem. Recalling previous products of
Fquans Company and its acceptable performance on the market will have some
influence on the quality of their products. Other information that the consumer will
want to know about the new product will include the low sugar and fat content making
it healthy and nutritious, the ingredients used in preparing the products and the various
flavours available. Friends, relations and other people will be contacted to know more
about the company and their products. Satisfactory information will put the consumer
in the best position to opt for Nkwan.

2.3.3 Alternative Evaluation

At this stage, the consumer will compare the old product with the new product as
being capable of solving the need that motivated the decision process. Things to be
considered will include the sugar and fat levels, the flavours, ingredients, and price.

2.3.4 Choice/Purchasing Process

The result of the alternative evaluation may greatly influence the consumer develop a
purchase intention or predisposition for the new products. The consumer will opt for
the product is he/she is convinced the new product is capable of satisfying the need. It is
after the decision has been made to buy the product that the consumer will consider
issues like when to buy, where to buy and how much money to spend before making
the actual purchase. In our case the time between the purchase decision and actual
purchase is likely to be short since Nkwan is Fast Moving Consumer Goods.

2.3.4 Post-Purchase behavior

This is the stage where the consumer actually evaluates satisfaction with the new
product. This measure of satisfaction is very vital as it will influence the consumer’s
decision not only about the product but also about Fquans PLC. Satisfaction will mean
the consumer is happy and is likely to adapt to the new product. The consumer is also
likely to recommend the product to other people which will create more customers for
the product. Things that the consumer will expect to experience will include the
reduced sugar and the flavours.

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3.0 ADAPTATION OF THE ELEMENT OF THE MARKETING MIX

3.1 Product
Sugar and Fat content have been reduced and new flavors also introduced in the Nkwan brand.

3.2 Price
Price has been slightly increased to reflect Nkwan’s quality.

3.2 Place/Distribution
Since the new product (Nkwan) is a Fast Moving Consumer Goods (FMCG), the existing
distribution networks or outlets can be maintained and possibly increase if the need arises. The
existing distribution networks that were used are Supermarkets, Newsagents, pharmacists,
garages and Vending machine.

3.4 Promotion
The new Nkwan product can be advertised through Tv station, Radio and newspapers to create
high awareness of the new product and also attract a large market share for the life bar
(Nkwan). The internet and bill boards placed at strategic locations that will catch the eyes of
target consumers can also be used to create high awareness of the new product and also
attract a large market share for the “Life bar” (Nkwan).

3.5 People
Staff/Employees of Fquans Plc and employees of Fquans outlets should be well trained on the
new product to deliver quality services to customers. They must be in the position to explain to
customers’ every information about “Nkwan”.

3.6 Physical Evidence

The arrangement of the new product on shelves of the distribution outlets should be exposed
to purchasers/customers to easily identify the new products.

3.7 Process
The procedure, mechanisms and flow of activities through which customers will acquire the
product must be effective. eg. In purchasing the product in the company’s outlets customers
are shown the new flavors Nkwan product in order to make their own choice very easy.

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4.0 EFFECTS OF MOTIVATION ON CONSUMERS
Motivation is an important determinant of the consumer’s characteristics and behavior
towards a product. In making marketing decisions concerning the introduction of the new
product, Fquan plc can advertise the new product base on the product benefits features as
motivations to encourage repeat purchases. The following motivational issues can be
considered;

 The health benefits of the “Nkwan” product and the high nutritional value is an
indication that Fquans is very much concerned about the optimum health of its
customer. In pursuit of this, “Nkwan” contains whole grain oats and real fruit and nut
pieces which makes high in dietary fibre. Sugar and fat content has also been reduced.
All these sums up to give the product a higher quality.

 The different flavours of the products also signifies the respect that Fquans has for its
customers preferences thereby giving them the opportunity to make their own choices
from different flavours which includes Banana, wild berries, cranberry, apple,
strawberry etc .

 Taking into cognizance the busy lifestyles of its targeted consumers, “Nkwan” has been
made such that it can be eaten at anytime, anywhere.

 Quality of the product has been increased to suit the social class and lifestyle of the
target consumers.

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5.0 CONCLUSION AND RECOMMENDATION
The report clearly proves that the new product stands a high probability of succeeding on the
market. This can be linked to the improved quality and other benefits which have been made to
suit the taste of the target consumers.

The onus now lies with Fquans to plc to make the right marketing decisions for our new
product. In this regard I would like to recommend that the various elements of the Marketing
mix must be of prime interest if the product is to perform well on the market.

To help Fquans achieve it’s objectives of the Nkwan product the brand manager in accordance
with other departments must collaborate in promoting the new product/brand.