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Target group: -Family -children -parents
Stakeholders: -advertisers -school -food producers Young people¶s eating habits:
1. Eating too fast Most of the obese people tend to have a good appetite and eat food very quickly. In such a case, the food is always swallowed without being fully chewed, so it can not change into chyme and stick on the stomach wall. As a result, after eating a lot of food s, those people still feel very hungry and want to eat much more. In addition, as eating too fast will elevate the level of blood glucose, so before the brain sends out the signal to stop eating, people have already eaten too much food. 2. Eating snacks continuously For some fat people, especially children and young obese women, they seem to eat small amount of foods at the main meal, but they eat snack continuously, which will cause the total calories accumulated in the body greatly exceed the normal standard. 3. Without eating breakfast Many women want to achieve the purpose of weight loss by eating less or without eating any breakfast. However, the result is always the opposite to what they wish. Because if you do not eat any breakfast, it will increase the hungry feeling at lunch, so it will promote the absorption of food. Therefore, the foods at lunch will soon be absorbed and changed into fat, thus will lead to obesity as time passes. 4. Inappropriate dinner Because of the time limitation, many people tend t o pay little attention to breakfast and lunch, but always eat a lot of rich foods at supper, with chicken, fish, meat, eggs, and vegetables filled on the table. However, such an arrangement is not scientific. When the sugar is digested in human body, some part will enter into the blood and form blood sugar, while the insulin can make the blood sugar change into fat and accumulate on the blood vessel wall and abdominal wall. As time passes, it will make people become fat. 5. Eating too much sugar Sugar is not only easy to be absorbed, but also can enhance the activity of the enzyme needed for
high blood pressure. information search 3. heart disease. outcomes This model is important for anyone making marketing decisions. convenience foods The results from bad eating habits: -Weight gain -Diabetes. it can also stimulate the secretion of insulin. stroke. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!) . evaluation of althnatives 4. product choice 5. The causes of bad eating habits: -Stress -Availability (at the caf) -Beer -Soft drinks -fast foods. thus leading to the accumulation of fat in the body. problem recognition 2.the formation of fat. What's more. and tooth decay -Depression. which has the effect of promoting the synthesis of fat. inability to concentrate Common misconceptions about eating healthy: -Eliminating red meat Decision making process: 1.
the customer is likely to carry out extensive evaluation. dealers. I have a headache) or responds to a marketing stimulus (e. the buyer recognises a problem or need (e. . customers often skip or reverse some of the stages. a car or making investments. consumer organisations. Research suggests that customers value and respect personal sources more than commercial sources (the influence of ³word of mouth´). the customer must choose between the alternative brands. However. we mean the degree of perceived relevance and personal importance that accompanies the choice. then the process of information search begins. The buying process starts with need recognition. High-involvement purchases include those involving high expenditure or personal risk ± for example buying a house. radio. Where a purchase is ³highly involving´. skipping information search and evaluation. then a purchase decision is likely to be made there and then. television. For example.g. specialist magazines Experiential sources: handling. a student buying a favourite hamburger would recognise the need (hunger) and go right to the purchase decision. salespeople. neighbours etc Commercial sources: advertising. If the need is strong and there is a product or service that meets the need close to hand. examining. retailers. By involvement. using the product The usefulness and influence of these sources of information will vary by product and by customer. However.The model implies that customers pass through all stages in every purchase. you pass Starbucks and are attracted by the aroma of coffee and chocolate muffins).g. friends. The challenge for the marketing team is to identify which information sources are most influential in their target markets. At this stage. An ³aroused´ customer then needs to decide how much information (if any) is required. we need a new sofa. If not. point -of-sale displays Public sources: newspapers. the model is very useful when it comes to understanding any purchase that requires some thought and deliberation. How does the customer use the information obtained? An important determinant of the extent of evaluation is whether the customer feels ³involved´ in the product. products and services. packaging. I am hungry. In the evaluation stage. A customer can obtain information from several sources: Personal sources: family. in more routine purchases.
conditioned stimulus.Cognitive Dissonance The final stage is the post-purchase evaluation of the decision. having bought a product. may feel that an alternative would have been preferable.g. the customer should be encouraged that he or she has made the right decision. the advantages compared with the competition. choosing some breakfast cereals in the supermarket) have very simple evaluation processes.Behavioral learning theories assume that learning takes place as the result of responses to external events Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own (unconditioned stimulus. The customer. buying a soft drink. and maybe even encourage ³trial´ or ³sampling´ of the product in the hope of securing the sale. In these circumstances that customer will not repurchase immediately. conditioned re sponse) Operant conditioning. The sales force may need to stress the important attributes of the product. the marketer needs to provide a good deal of information about the positive consequences of buying. Why should a marketer need to understand the customer evaluation process? The answer lies in the kind of information that the marketing team needs to provide customers in different buying situations.Low involvement purchases (e. it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. This arises from a concept that is known as ³cognitive dissonance´. but is likely to switch brands next time. Fixed-interval reinforcement 2. Then after having made a purchase. Buyer behavior concepts such as motivation. occurs as the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes 1. Variable-interval reinforcement . also known as instrumental conditioning. To manage the post-purchase stage. In high-involvement decisions. involvement & learning: 1. Learning . It is common for customers to experience concerns after making a purchase decision. Post-purchase evaluation .
Power: sugary products & large breakfasts (to charge oneself up) Security: ice-cream (to feel like a loved child) Eroticism: sweets (to link) Social acceptance Reward Magic ± mystery: carbonated drinks (magical effervescent property) . mastery over environment. magic ± mystery - Consideration of how these concepts can affect the decision making process of young people & their attitude towards healthy eating: 1. once children see µDonald duck¶. Classical conditioning Television advertising use cartoon characters upon this theory For example. Fixed-ratio reinforcement 4. perhaps they just enjoy eating potato chips 4. Motives . eroticism. Variable-ratio reinforcement Cognitive learning occurs as a result of mental processes Observational learning occurs when people watch the actions of others and note the reinforcements they receive for their behavior 2. femininity. delineation. moral purity ± cleanliness. Observational learning When children saw their friends were satisfied with their coke. individuality. they would think about µCoca-cola¶ 2. status.3. security. social acceptance. Purchase momentum Sometimes children would choose their snack food without reasons. if µCoca-Cola¶ use µDonald duck¶ as its representing character. reward. children would buy a coke for themselves 3. Motivation Freudian theory developed the idea that much of human behavior stems from a fundamental conflict between people¶s desire to gratify their physical needs and the necessity to function as a responsible member of society Major motives for consumption as identified by Ernest Dichter Power ± masculinity virility.
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