CONSUMER BEHAVIOUR

ASSIGNMENT

SUBMITTED BY: - TANYA RAWAT

ID: - 0181PGM124

Q: How might a cereal manufacturer such as Kellogg’s use the j.n.d. for Fruit Loops in terms
of:
– Product decisions
– Packaging decisions
– Advertising decisions
--- Sales promotion decisions

A just-noticeable difference or JND is minimal stimulation between two products as observed by the
consumer or we can say that it is the smallest difference in intensity between two stimuli that a person
can detect.
Present marketers make use of j.n.d when they want to bring changes in the products. The
Improvements or the positive points of the products should be clearly visible to the consumers and
negative changes should not be noticeable to them.
Product decisions: Kellogg’s can try to come up with no added sugar (low calorie) product’s ,
instead of using artificial colours it can make use of real fruits essence to the product in a small way
but not drastically changing the entire product as consumers will not accept such changes coming
their way so sudden. The loops can be modified into several designs (like stars and animal shaped)
instead of rings to appeal the minds of its target market- children and their parents.
Packaging decision: Kellogg’s can use j.n.d. to slowly change the packaging design from paper
cartons to plastics storage boxes that give an impression that the volume is more. (For e.g. in place of
carton box a plastic box). They can also increase the content by 10% and increase the life of loops.
Advertising: j.n.d. can also be used in advertising of Kellogg’s fruit loops by showcasing the changes
made by the company through verbal information (for e.g. :- highlight change in the quantity, added
nutrient value etc.) and using compelling and animated advertisements that are eye-catchy and leave
indelible impressions in the mind of consumers. The advertisement should be made in such a way that
so that the existing packaging is updated without losing the ready recognition of consumers who have
been exposed to years of their advertising. Small changes should be evident, including
modifications to the colours (similar shades—like blue and purple, orange and red) and fonts used.
Sales promotion decisions: j.n.d. can be used in sales promotion decision like discount, offers, gifts
such as tiffin boxes but highlighting it quite evidently so that consumers notice the difference in prices
after discount and are tempted to buy the product.