You are on page 1of 36

ConsumerBehavior

studyofNescafe
ConsumerBehaviorofNescafeuser

Thisdocumentexplainsvariousfactorsinvolvesindecision
makingofNescafeuser

OmarGhani10E0009
6/26/2011

Contents
Abstract.........................................................................................................................................................4
ConsumerBehaviorProcess.........................................................................................................................5
ConsumerBheaviorProcessschematic....................................................................................................6
ConsumerProfile..........................................................................................................................................7
ExternalInfluences........................................................................................................................................8
Culture.......................................................................................................................................................8
Language...............................................................................................................................................9
Demographics.......................................................................................................................................9
Population.............................................................................................................................................9
Agestructure.........................................................................................................................................9
Urbanization..........................................................................................................................................9
Ethnicgroups........................................................................................................................................9
Religions................................................................................................................................................9
PercapitaIncome.................................................................................................................................9
Values..................................................................................................................................................10
Subculture...............................................................................................................................................11
SubcultureofNescafeuser................................................................................................................11
Demographicfactor................................................................................................................................11
Economicenvironment.......................................................................................................................11
Politicalenvironment..........................................................................................................................11
Socialclass...............................................................................................................................................12
NescafeSocialClass............................................................................................................................12
Family......................................................................................................................................................12
Marketingactivities................................................................................................................................12
InternalInfluences......................................................................................................................................13
Perception...............................................................................................................................................14
Exposure..............................................................................................................................................14
Memory...................................................................................................................................................19
Learning...................................................................................................................................................20
2

Motivation...............................................................................................................................................21
LatentandManifestMotivesinpurchaseofNescafe........................................................................21
Personality..............................................................................................................................................22
Emotion...................................................................................................................................................23
Attitude...................................................................................................................................................24
SelfConcept&Lifestyle.............................................................................................................................25
Nescafesmarketingcampaign...........................................................................................................26
NeedsandDesires......................................................................................................................................27
ConsumerDecisionProcess........................................................................................................................29
Situation..................................................................................................................................................29
Problemrecognition...............................................................................................................................30
MarketingStrategyandProblemrecognition:...................................................................................31
InformationSearch.................................................................................................................................31
AlternateEvaluation...............................................................................................................................32
OutletSelectionandPurchase................................................................................................................33
Postpurchasebehavior..........................................................................................................................33
ExperiencesandAcquisitions......................................................................................................................34
Summary.....................................................................................................................................................36

Abstract

Marketersattemptstoinfluencethewayconsumersbehave.
Theseattemptshaveimplicationsfortheorganizationsmaking
themtheconsumertheyaretryingtoinfluenceandthesociety
inwhichtheseattemptsoccur.Weareallconsumersandweall
aremembersofsociety,soconsumerbehavior,andattempts
toinfluenceit,arecriticaltoallofus.Thisprojectisdesignedto
provideanunderstandingofconsumerbehavior.This
understandingcanmakeusbetterconsumers,better
marketers,andbettercitizens.

ConsumerBehaviorProcess
Consumerbehavioristhestudyofconsumersandtheprocessestheyusetochoose,use
(consume),anddisposeofproductsandservices.Allmarketingdecisionsarebasedonassumptions
andknowledgeofconsumerbehavior.Understandingconsumerbehavioriscriticaltomarketersso
theycanuseitto:

Providevalueandcustomer
satisfaction.

Effectivelytargetcustomers.
Enhancethevalueofthecompany.
Improveproductsandservices.
Createacompetitiveadvantage.
Understandhowcustomersviewtheirproductsversustheircompetitors'products.
Expandtheknowledgebaseinthefieldofmarketing.

Consumer Bheavior Process schematic

Figure1

Asfigureshowsconsumerdecisionprocessisaffectedbyinternalinfluences,externalinfluences,
lifestyle,selfconcept,needsanddesires.Furthermoreexperienceandacquisitionseither
strengthenorreorganizesconsumersexternalandinternalinfluences.Understandingconsumer
behaviorofatargetmarketisheartofmarketingstrategyasentirestrategyandmarketingmix
revolvesaroundfavorablebehavioroftargetconsumer.
InthisreportwewillidentifymajorinfluencesthatonesingleconsumerofNestleNescafefaces,his
lifestyleandselfconcept,needsanddesiresaswellashisdecisionprocess.Attheendofthisreport
wewillalsodiscussmarketingstrategyofNescafeinthelightofconsumerbehaviorofitstarget
market
6

ConsumerProfile

Name:MohammadAzam
Age:33
Education:B.Com
Nationality:Pakistan
PresentAddress:XXXXX,Lahore,Pakistan
MobileNo:0300XXXXXXX
Gender:Male
MaritalStatus:Married
Dependents:Parents,Wifeandason(4Yearsold)
Occupation:Businessman
MonthlyIncome:500,000700,000Rs.
FutureGoal:TobecomeleadingbusinessmaninPakistan

ExternalInfluences

Figure2

Culture
Cultureisthecomplexwholethatincludesknowledge,belief,art,law,morals,customs,andany
othercapabilitiesandhabitsacquiredbyhumansasmembersofsociety.

Figure3

Language
LanguagesMr.Azamcanspeakarefollowing:

Punjabi

Urdu

English

LanguagesSpokeninPakistaniCulturearefollowing:
Punjabi
48%
Sindhi
12%
Siraiki(aPunjabivariant)
10%
Pashtu8%
8%
Urdu(official)
8%
Other
16%
Table1.1:Source:www.indexmundi.com
Demographics
Demographicsdescribeapopulationintermsofitssize,structure,anddistribution.

Population
187,342,721(July2011est.)
Agestructure
014years:35.4%(male34,093,853/female32,278,462)
1564years:60.4%(male58,401,016/female54,671,873)
65yearsandover:4.2%(male3,739,647/female4,157,870)
Urbanization
Urbanpopulation:36%oftotalpopulation(2010)
rateofurbanization:3.1%annualrateofchange(201015est.)
Ethnicgroups
Punjabi44.68%,Pashtun(Pathan)15.42%,Sindhi14.1%,Sariaki8.38%,Muhajirs7.57%,Balochi
3.57%,other6.28%
Religions
Muslim95%(Sunni75%,Shia20%),other(includesChristianandHindu)5%
PercapitaIncome
PerCapitaIncomeof1046$

Values
FollowingtableshowsculturalvaluesthatMr.Azambelievesupon.
OtherOrientedValues
Individual/Collective
Collective
Youth/Age
Age
Extended/LimitedFamily
ExtendedFamily
Masculine/Feminine
Masculine
Competitive/Cooperative
Competitive
Diversity/Uniformity
Diversity
EnvironmentOrientedValues
Cleanliness
Cleanliness
Performance/Status
Performance
Tradition/Change
Change
Risktaking/Security
Risktaking
Problemsolving/Fatalistic
ProblemSolving
Nature
AdmireNature
SelfOrientedValues
Active/Passive
Active
Sensualgratification/Abstinence
Abstinence
Material/Nonmaterial
Instrumentalmaterialism
Hardwork/Leisure
Hardwork
Postponedgratification/Immediate
Postgratification
gratification
Religious/Secular
Religious

10

Subculture
Everyculturehassubcultures.Subculturesincludenationalities,religions,racialgroupsand
geographicalregions.Subculturesaregroupsofpeoplewithinaculturewhohaveeven
greatersimilarities;theysharetheirownsetofvalues,attitudesandbeliefs.Theycanbeformed
fromnational,religious,racialorgeographicgroups.Color,dress,music,language,toneofvoice,
gesturesandbodylanguagecanhavedifferentmeaningsamongdifferentculturesandeven
subcultures.

SubcultureofNescafeuser
SubcultureOFNescafeispeoplewithhighselfesteemandselfexpressivevalue.Theyaregoal
orientedpeoplewithhighresources.TheywanttoachievetheirgoalsandtreatNescafeasreward
fortheireffortthathelpthembeingfocusandendtheirtiredness.

Demographic factor

Moretheeducationmorewillbetheawarenessaboutbrandandqualityfood.
Iftheincomelevelofpeopleishighthenpurchasingpowerwillbehighsothey
willpurchasemore
Nestleproductsaremadeforpeoplebelongingfromallagegroups
Bothmale/femaleareincludedequallyinitstargetmarket

Economicenvironment

Iftheinflationrateishighthentherewillbedecreaseinpurchasingpower.so
inflationindirectlyaffectsthecompanyssale.
Nationvariesgreatlyinitslevelanddistributionofincome
Changesinmajoreconomicvariablessuchasincome,costofliving,interestrate
andsavingshavealargeimpactonthemarketplace

Politicalenvironment

11

Governmentregulationstoprotectinterestofsocietyandfromunfairbusiness
practices
Unstablepoliticalconditions
Lawordersituationgettingworse

Social class
Socialclassesaresocietysrelativelypermanentandordereddivisionswhosemembersshare
similarvalues,interestsandbehaviors.Socialclassisdeterminedbyavarietyoffactorssuchas
income,education,wealthandothervariables.Someclasseshaveagreaterinfluenceonbuying
thanothers.
Consumerbuyerbehaviorismorelinkedtosocialclass.Differentsocietieshavedifferentlevelsof
needsanddifferentculturalvalues.Whatpeopleeat,wear,resideandtraveldependsontheir
culturalvaluesandthisaffectswhatpeoplebuy,howtheybuyandwhentheybuy.Socialclassisan
indicationofpreferencesandlifestyle.

NescafeSocialClass
Achiever,striver,experienced,highintellect,wealth,specializedtrainingorexperience,orother
distinctiveattributes.
Mr.Azambelongsfrombusinesscommunity,heneedstomoveinthatsocietyandcoffee
complimentshismovementinthatsociety.Nescafebeingthebrandofpremiumqualityenhancehis
selfconceptandfacilitatehispersonalityandlifestylesoithaspowerfulstandinginhissocialclass
andfeelsecured.

Family
FamilyisthemostimportantpartofconsumersurroundinginPakistaniculture.Nestlebrandhas
itspresenceinPakistanicultureandhomes.WhilegrowinguppeopleseeNestleproductintheir
surroundingandgetfamiliarwithbrandsanddevelopemotionalattachmentwiththem.Nescafe
targetcustomerisyoung,goalorientedpeoplewithhighneedofachievement.

Marketing activities
Overtheyears,foodproductshaveevolvedfrommerecommoditiestoastatementoflifestyle.As
consumersgetmorehealthandqualityconscious.Nestlepromisetodeliverthosewantsinits
advertisementwhereimagerytechniqueisusedtosendmessageofhappinesswhereeverythingis
goodandpeoplearehappy.Nescafesmessagepromisestobringhappinessinthelifeofconsumer
andwakeuptheirsenses.Nestleusesallkindofmediumtodelivertheirmessagetotheirtarget
customer.Promotionalactivitiesarecarriedoutfromtimetotimetoenhanceconsumer
satisfactionandtrust.

12

InternalInfluences

Figure4

13

Internalinfluencesinclude:
Perception
Learning
Memory
Motives
Personality
Emotions

Perception
Perceptionconsistsofthefirstthreestepsorstagesofinformationprocessing:exposure,attention,
andinterpretation.

Exposure
Exposureoccurswhenastimulusisplacedwithinapersonsrelevantenvironmentandcomes
withinrangeoftheirsensoryreceptornerves.
ExposuretoMr.Azam
Nescafeusesvariousmediumtoreachitsconsumers.AlthoughNescafespendverylittleon
advertisementbutittakesadvantageofabsenceofanyothercoffeeeasilyaccessibleatevery
superstoreinPakistan.Variousadvertisementmediumincludes
BillboardsInposhareas,withhightrafficmovementofeliteclass

Mr.Azamisarichguyandismorelikelytoexposetobillboardsinhisroutewhile
hisdriverdriveshiscar.
14

TVCAiredonpremiumprogramsofpremiumchannelonly

Mr.AzamDoesnotwatchmuchTVbutonlyselectiveprogramsonpremiumchannelslike
DawnNewsandGeoNews

Magazines/NewspapersNescaferedcupalwaysthefocusTurnRed.

Mr.AzamLikestoreadnewspaperinmorningalongwithmorningcoffeeandexposureto
printaddatthattimeincreasesitschancesforgrabbinghisattention.
SuperStoresAvailableatalmosteverysuperstore,Placedalongwithpremiumproducts.

Mr.Azamisarichguyandusuallyonlyvisitpartofthestorewherepremiumproductsare
placed.PlacingNescafealongwithpremiumproductsincreaseschancesofexposure.

15

Figure5

16


AttentionandInterpretation
Attentionoccurswhenthestimulusactivatesoneormoresensoryreceptornerves,andthe
resultingsensationsgotothebrainforprocessing.
Interpretation
Interpretationistheassignmentofmeaningtosensations.Interpretationrelatestohowwe
comprehendandmakesenseofincominginformation.Itisinfluencedbycharacteristicsofthe
stimulus,theindividual,andthesituation.

StimuliFactor
Color
RedcolormughasbeenattachedwithNescafethatgenerates
classicconditioninginmindofMr.Azamandcapturehis
attentioninstantly
Promise
PromisofAgreattastingcupofcoffeegetsyougoingallday!
iswhatMr.Azamrequiresfromhiscupofcoffeetokeephim
uptightwithhishecticschedule
Format
BoldFontjustifiesstrongboldtasteofNescafe
AttractiveVisual
Steaminghotcoffealongwithanupscalemodelmatcheswith
lifestyleofMr.Azamandincreasesrelationattention.
IndividualFactors
Motivation
Mr.Azamsroutineneedshimtobeactiveandatthetopof
game.NescafetaglineofJagooComeAliveisperfectlyalign
withwhathewantsfromhiscoffeetodoalongwithbeing
refreshingdrink.
Ability
Mr.AzamhasbeendrinkingNescafebyNestlefromlast5year
thushashighfamiliaritywithbrandaswellasdifferentcoffee
types,sohiscapacitytoabsorbinformationregardingNescafeis
high
Situationalfactors
Clutter
Mr.Azamshopsatbigstoreswhereeverythingisorganized,
Nescafetriestokeepitproductsamongpremiumproductineye
levelrangesothatitcangainconsumerattentionandbecause
ofitssurroundingalsoconsiderNescafeaspremiumproduct
withpremiumquality.
Nescafeisalsoplacedinspeciallydesignedshelvestocapture
attentionanddistinguishitfromclutter
ProgramInvolvement
Mr.Azamtakeshiscoffeeveryseriouslyandishighlyinvolved
withit.Thisinvolvementandhislongattachmentwiththis
brandfor5yearsenhancehisattention

Mr.Azamisaregulardrinkerofcoffee.Heisasuccessfulbusiness,goalorientedandfocused.He
needshiscoffeetobeboldandstrongthatcouldhelphimkeepupwithhishecticschedule.
NescafeRedCupcanwakemeupandbringmyspiritalivebecauseofitsfreshtasteand
aroma.

17


ConsumerPerceptionandmarketingstrategyofNescafe

RetailStrategy
NescafeisavailableatalmostallsuperstoresalloverPakistan.Shelfpositionandshelfhangersare
placedinsuchawaythatattainsconsumerattentioninnotime.Nescafecupsaregivento
consumeraspromotionalactivityfromtimetotimeinordertoincreaseexposure.

BrandNameandLogoDevelopment

Advertisement
ThekeymessagesofNescafeTVCtendtoinspireandencouragepeopletobecomeenergetic,
contemporaryindividuals.Itspromiseiskeepingpeopleactivethroughouttheday. Accordingto
TVCtoneandmannerofhigherclassperception,peoplehavehigherpriceperceptionofNescafein
mindrelativetoitscompetitors.Peoplearewillingtopaymore.

MediaStrategy
MediamixTVC,radio,magazine,packaging,eventsponsorship,salespromotion
PackageDesignandLabeling
UniquepackagingthatbuildsappetiteappealEasytoopenconvenience
GlassPackagingshowspremiumqualityofNescafe.
18

GoldFoilkeepscoffeefresh.

Memory

PartialSchematicMemoryforNescafe

Figure6

InfigureshownaboveconceptandfeelingsarestoredinmemoryofMr.Azam.Italsotellsusabout
theimageMr.Azamhasinhismindregardingparticularproduct.Wheneveranynodetriggersit
willactivatememory.Howeveractivationofmemorydependsuponnumberoffactorslikesituation
andstrengthoflinkage.

19

Learning

Purchaseof
Coffee

(High

Involvement

Learning

situation)

Figure6a

CognitiveLearning
Approach

Vicarious/modeling
learningtheory

Advertisementof
Nescafeshowsupscale
individualssippingcoffee
toremovetirednessand
experiencefreshnessand
energyregardlessof
hecticroutine

Advertisementof
Nescafeshowsupscale
contemporarypeople
enjoyingcupofcoffee

Nescafeissuchawellknownbrandthatinsomecountriesthatittendstobegeneralized.
Anotherapplicationofthestimulusgeneralizationisthefactthatthebrandhasmorethan
200differentproductsworldwideunderthesamename.Thecompanystrategyaroundall
thisdifferentproductsisbeingabigsuccess,sinceeachproducthasitsownfeatures,but
allcontributetoaddvaluetothebrand.

20

Motivation
Motivationisthereasonforbehavior.
Amotiveisaconstructrepresentinganunobservableinnerforcethatstimulatesand
compelsabehavioralresponseandprovidesspecificdirectiontothatresponse.
MaslowNeedhierarchyandNescafe
ForMr.Azeem,Nescafefallsunderselfesteemcategory.Nescafegiveshimstatus,enhanceshisself
esteemanddifferentiatehimfromteadrinkerthatreflectsmajorityofsociety.WithNescafehecan
separatehimselffromtheotherteadrinkeranddifferentiatehimassophisticated,successful
personthatgoeswithhisimageofsuccessfulbusiness.Thisproductisalsogiveshimfeelingthathe
needstofulfillhisgoalsofbecomingleadingbusinessman.
LatentandManifestMotivesinpurchaseofNescafe
FollowingfigureshowsvariouslatentandmanifestmotivesofMr.Azamattachedwithpurchase
decisionofNescafe

Figure7

21

Personality
Personalityisanindividualscharacteristicresponsetendenciesacrosssimilarsituations.
Brandpersonalityisasetofhumancharacteristicsthatbecomeassociatedwithabrand
andareaparticulartypeofimagethatsomebrandsacquire.

PersonalityofMr.Azam
BrandPersonalityofNescafe
Extroversion
Excitement:mainlyrelatedtoqualitiessuchas
friendlyandenergy.
Opennesstoexperience
Sophistication UpperClass,Charming

Competency Intelligent,Successful

Nescafenormallyusesuserimagerytocommunicateitsbrandmessage
TheNescafebrandusuallyhadarelationwithanatmosphereoftastefulcoffeepleasure,warmand
friendly.Tomatchthepersonalityoftheproduct,advertisingforthepast5yearshasconcentrated
onthepresenttelevisionthemeof"themagicworldofendlesspleasure"preciselytargetedtothe
coretargetaudienceaged2035.Clevervisualsareusedtoshowatransformationintoahappy
andtrendyworldfullofexcitementandefficiency.Thecampaignoffersstylishlivingforthe
successfulpeople.
IfwelookatthepersonalitytraitsofbothMr.AzamandNescafewewouldseethatbothgohandin
handwitheachother.NescafefullycomplimentpersonalityofMr.Azambeingbold,strong,efficient
andgoaloriented.

22

Emotion
Emotionistheidentifiablespecificfeeling,andaffectistheliking/dislikingaspectofthe
specificfeeling.
OnitsofficialwebsiteNestlesaysaboutNescafethat
Whenroasted,everysinglecoffeebeanreleaseshundredsofdifferentaromas.Thatswhy
thetasteandaromaofNESCAFissocomplex.Weuseonlycarefullyselectedcoffeebeans
todeliverauniqueexperiencewitheverycup.

Theintriguingcomplexityofcoffeemeansitcandeliverawholerangeofemotionalbenefitsthatgo
beyondtastefromstimulationtorelaxationtorefreshment,andbeyond.
Caffeineisknownforitsmildstimulatingpropertiesonthebodyandmind.Thebodyabsorbsit
rapidlyanditseffectsmetabolismstimulationandsupportformentalalertnessandconcentration
maylastfor25hours.
ForMr.AzamalongwithneedsanddesireslotsofemotionalfactorsarealsoattachedwithNescafe.
HebelievesthatacupofNESCAFcoffeerefresheshisbodyandmindbeforeembarkingon
demandingtasks.Itgiveshimemotionalsatisfactionofpleasureandarousalthatarerelatedwith
consumptionofcoffeeandpromisedbyNescafeinitsvariousmessagecampaigns.

23

Attitude
Attitudeisanenduringorganizationofmotivational,emotional,perceptual,andcognitive
processeswithrespecttosomeaspectofourenvironment.
Advertisingisanindirectwayofturningapotentialcustomertowardstheadvertisedproductor
servicebyprovidinginformationthatisdesignedtoeffectafavorableimpression,whatwewillcall
apositivebrandattitude.Thisfavorablebrandattitudethenhelpsplacetheconsumeronthepath
towardsseekingouttheproductorserviceadvertised.Unlessaproductisinexpensiveortrivial,
brandawarenessalonewillnotbeenoughtodriveyoutoanactualpurchase.Forpurchaseto
occur,youmusthaveafavorableattitudetowardsthebrand,evenifitisonlytentative.

Figure8

24

SelfConcept&Lifestyle
SelfConceptisdefinedasthetotalityoftheindividual'sthoughtsandfeelingshaving
referencetohimorherselfasanobject.

Figure9

AbovefigureshowstheselfconceptofMr.Azam.Hethinksofhimselfasstrongpowerfullmanwho
isveryconfidentandassuredofhimself.Hethinksthathecantakeupchallengingtasksand
performthatwell.Scoresuggeststhathisidealselfconceptisinlinewithhisgoalofbecoming
leadingbusinessman.
Lifestyle
Lifestyleisbasicallyhowapersonlives.Itishowoneenactshisorherselfconcept.
Field
Mr.Azamslifestylerelatingtoproduct
Activities
Socializingwithotherpeopleinordertobuildcontact,Sports,Newspaper/
magazineReading
Interests
Currentaffairs,businessdevelopmentprocedure,travelling
Likes/Dislike
Sportstelecast,Coffee,Familytime/Badbreath,badmanners
Attitude
Extroversive,sophisticated
Consumption
Consumepremiumproductthatgoeshandinhandwithhissocialclass,Shops
atsupermarketstoreslikeHyperstar,Metro
25

Expectations
Nothinglessthenbest

Personalityandselfconceptisavitalpartofunderstandingconsumerbehavior."Consumers
demonstrateconsistencybetweentheirvaluesandthethingstheybuy.Selfconceptcongruence
modelspredictthatproductswillbechosenwhentheirattributesmatchsomeaspectoftheself."

Figure10

Nescafesmarketingcampaignisglobalinthesensethatthecompanyusesthesame

symbolsworldwide,suchastherenownedcoffeemugandNescafelogo.However,Nescafe
tailorsitscampaignstosuitdiverseconsumerattitudesandpreferences.Forexample,
marketingadvertisementstargetingdifferentlocationsandregionsoftenaredifferentin
termsofcopy(messageandlanguage)andadvertisingappeal(rationalvs.emotional).
BrandimageNescafehasbeenabletomaintaininPakistanistailoredtomeettheself
conceptofeliteclassinPakistan.Becauseofpricingstrategyandteadominanceinmarket
theyhavetargetedeliteclassinPakistanthusdepictingtheircontemporarylifein
advertisementtheypromoteideallifestyleofrichpeopleinPakistanwhowantto
differentiatethemselvesfromteatdrinker.

26

NeedsandDesires
Needisstateoffeltdeprivation
Desireisasenseoflongingorobjectorhopingforanoutcome.
MaslowNeedhierarchyandNescafe
ForMr.Azeem,Nescafefallsunderselfesteemcategory.Nescafegiveshimstatus,enhanceshisself
esteemanddifferentiatehimfromteadrinkerthatreflectsmajorityofsociety.WithNescafehecan
separatehimselffromtheotherteadrinkeranddifferentiatehimassophisticated,successful
personthatgoeswithhisimageofsuccessfulbusiness.Thisproductisalsogiveshimfeelingthathe
needstofulfillhisgoalsofbecomingleadingbusinessman.

Needisveryimportanttorecognizethepotentialforthetrendofdevelopmentofchangeinconsumer
requirementsandnewtechnology.Andalsotoarticulatethenewthingintermsoftheconsumersneedsso
thatitwillbeacceptedinthemarketwell.

Consumerwantsarefreshing
drinksoNescafeservethatpurpose.

Consumerdontwantto
traveltocoffeeshoptogethiscoffeesoNescafeprovideitsconsumerwithcoffeebean
Consumerdesirethathis
coffeeshouldbereadilyavailablesoNescafecomesupwithconceptofinstantcoffeeto
justifyhisneed
Consumerwantshis
beveragetohavestimulatingeffectsoNescafeprovidehimwithspecificchosencoffee
beansofpremiumquality
Consumerwanthisdrinkto
haverefreshingeffectafterbusydayschedule,Nescafeadvertisementrelatingwakingup
sensestypicallyfocusonconsumerneedandwantsrelatedtokeepingupwithhectic
schedule.
Smallamountofcaffeineis
healthyasperapprovedbyMedicalscience,Coffeeisthesafestsourceofcaffeineand
Adeline

Mr.Azamsgoalistobecomeaverysuccessfulbusinessoneday.Nescafereali
SituationalEffect
Mr.Azamscoffeeconsumptionisalsodependentuponsituation.OurAnalysissuggestthathe
increaseshiscoffeeintakeduring

Winterseason

Pleasantweather

27

Ceremonialeventwherelots
ofguestsareinvited

Hecticday

Hedonic

Consumption
Process

Utilitarian
TimeSpentFromshortertolonger

Figure11

28

ConsumerDecisionProcess

Situation
Marketersneedtounderstandtheusagesituationsforwhichtheirproductsare,ormaybecome,
appropriate.

MoodWhenunderstress,tirednessorhaveverypleasantmodeMr.Azamlikestohaveacupof
coffee.
RitualSituationMr.AzamlikestohaveNescafeinmorning,Itsmorelikehisdailyritual.
Mr.Azamscoffeeconsumptionisalsodependentuponsituation.OurAnalysissuggestthathe
increaseshiscoffeeintakeduring

Winterseason

Pleasantweather

Ceremonialeventwherelots
ofguestsareinvited

Hecticday

29

Problem recognition
FollowingfigureshowstheproblemrecognitionprocessofMr.Azamforthepurchaseand
consumptionofNescafecoffee.

Figure12

30

MarketingStrategyandProblemrecognition:
Nescafeunderstandstheproblemrecognitionprocessofitscustomerthatwhyheshowsinhis
advertisementanageofhappinesswhereeverythingisgoingwellandeveryoneishappy,active
andsuccess.Theseadvertisementsaretargetinggoalorientedpeoplewhowantstotakethem
higher.

Information Search

31

Evaluation
criteria:

PerformanceCriteria:

Decision

Can
decision
be
made?

Wakeup
senses
Feel
good
Stress
buster
Refreshi
ng

Solutions:

Get
medicin
e
Have
coffee
Have
Energy
drink
Have
some
rest

Wake Feel Stress Refreshing


up
Good Buster
senses

Medicine Low

Low

High

Low

YES
Coffee

High

High

High

High

Energy
drink

Low

Mid

High

High

Rest

Low

Mid

Mid

High

Terminat
eSearch

Figure12a
Consumerdecisionsrequireinformationabout:
Appropriateevaluativecriteria
Theexistenceofvariousalternatives
Performanceofeachalternativeoneachevaluativecriterion
MarketingStrategyandinformationsearch
Advertisementisthemostimportantweaponcompanieshavetodeliverinformationtoits
customerinmoreeffectivewaythentheircompetitordo.Nescafehavestrongbrandbaseofnestle,
becauseofextensivenetworkofNestleandbrandawarenesstheycandeliverinformationtotheir
targetcustomerveryeffectivelyandaresuccessfuluptosomeextent.Howevertheyhavefailedto
provideinformationtounawareuser,asstatisticssaysthatonly25%ofpopulationinPakistanis
awareofcoffeeasanproduct

Alternate Evaluation

AlternateevaluationprocessofMr.Azamisasfollowing

Figure13

32

EvokedSet:
StarbuckcoffeeisagoodalternativeforNescafebutbecauseofabsenceofstartbuckinPakistanit
isonlyavailableonselectivestore.Mr.Azamisabusypersonanddonotshopforeverything
himselfthusdistributionchannelofNescafeisamajorreasonbehindhischoice
InertSet:
Inertsetshowssomeotheralternativebutproblemwiththatisthosecoffeearemadeonstandard
recipeattheiroutletthushecannotcustomizethemaccordingtohistastepreference.Thisisthe
reasonthosealternativearesecondarychoice
IneptSet:
Teacanbeconsideredasanalternativeforcoffeebutitsnotatallalignwithlifestyle,preferenceor
selfconceptofMr.Azam.Helikestobedifferentiated.Furthermoreconcentrationofcaffeineintea
arelesscomparedtoNescafe.

Outlet Selection and Purchase

Nescafeisreadilyavailableatalmostallgeneralstoreorsuperstore.Becauseofbusyscheduleof
Mr.Azamhehardlybuyshouseholditemshimself.Servantsareprovidedwithalistofitemstobe
shoppedfor.OutletselectionmethodisveryuniqueinPakistanasmostofthefamiliesprefertogo
tosingleshopforpurchaseofcertaintypeofgoodbecauseofstrongrelationshipi.e.builtin
Pakistaniculturebydefault.

Post purchase behavior

33


Figure14

PostpurchasebehaviorofMr.Azamcomesunderthecategoryofcommittedconsumer.Hehas
beenusingthisproductfrompast5yearandkeptcommittedtothisproducteveninthepresence
ofvariousalternative.StrongbackingofNestlebrandtothisproducthelpsinthepositive
evaluationofNescafeasNestlehasbeenworkingworldoverandperceivedtobeasveryhealthy
brandinfoodindustry.

ExperiencesandAcquisitions

34

Attheendofthisconsumerbehaviorprocesswhenconsumeracquireproduct.
Afteracquisitionconsumerevaluatetheexperienceswhichalsobecomesthebasicofinternal
andexternalinfluences.
Personalexperienceafteracquisitionisbecomesthemostinfluencingaspectofconsumer
behavior.
Consumeroftouchcondomsareverymuchsatisfiedafteracquiringandexperiencingthis
product
Thatiswhyitinfluencetheconsumerforpurchaseinamostpositivemanner.

35

Summary

OurAnalysissuggestsconsumerpurchasedecisionisbasedonconsumerbuyingbehavior,withthe
customerplayingthethreedistinctrolesofuser,payerandbuyer.Relationshipmarketingisan
influentialassetforcustomerbehavioranalysisasithasakeeninterestintherediscoveryofthetrue
meaningofmarketingthroughthereaffirmationoftheimportanceofthecustomerorbuyer.Agreater
importanceisalsoplacedonconsumerretention,customerrelationshipmanagement,personalization,
customizationandonetoonemarketing.
Itsuggeststhatkeytowineverymarketisunderstandingyourconsumeranddeliveringhimvaluebetter
thencompetitordo.

36