NAME : AMOL MANE

CLASS : SY BMS
R.N : 10 DIV : A

CONSUMER BUYING BEHAVIOUR

LIPTON (a product of HUL LTD)
 PRODUCT CATEGORY
• Lipton is the world’s leading tea brand and is sold in more than 150
countries, providing products ranging from tea bags to bottled iced
tea. In 1880, Glasgow-born entrepreneur and innovator Sir Thomas
Lipton saw the opportunity to make tea universally accessible with
guaranteed quality at affordable prices. He began by purchasing tea
estates in Ceylon (now Sri Lanka) and arranged packaging and
shipping at low costs. In 1893, he established Thomas J Lipton Co., a
tea-packing company with its HQ and factory in Hoboken, New
Jersey, US.
 LIPTON GREEN TEA PRODUCTS

Green Tea Pure Green Tea with Mint Green Tea Moroccan Mint

Green Tea with Jasmine

Green Tea Non-Bitter 25 Teabags
 COMPANY & COMPETITORS

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.
COMPETITIORS

1.Society Tea

2.Tetley Tea
 SEGMENTATION

Parent HUL
Company

Category Beverage

Sector Food & Beverages

Tagline Lipton. Tea can do that. Drink better - live better

USP Lipton is the No.1 tea band in the world

 TARGET MARKET
• All people in the upper and middle
class
 POSITIONING
POSITIONING Lipton Green Tea Has Been Positioned In The Market As
“Great Tasting And Good For Consumers” Because It Is Rich In
Protective Antioxidants (Unilever 2007). It Is Globally Promoted As “The
Perfect Drink For Active, Healthy Lifestyle” (Unilever 2007) Lipton
Plays Major Role In Its Strong Aroma& Premium Price. Consumer
Welfare And Sustainable Development Have Been The Main Driving
Factors Behind the Packaging And Marketing Of Lipton Green Tea .
CONSUMER BUYING BEHAVIOUR STEPS
 PROBLEM IDENTIFICATION
• 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;
• Lipton Tea
• Supreme
• Brooke Bond
• 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 PACKAGING PRICE PROMOTION QUALITY TOTAL

LIPTON TEA 4 5 3 3 5 20
SUPREME 2 1 5 1 1 10
BROOKE BOND 3 4 5 2 3 17
TETLEY 2 3 5 1 3 14
LOOSE PACKING 1 1 1 1 1 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
Habitual decision making Limited decision making Extended decision making

Habitual decision making Limited decision making Extended decision making

Problem recog. selective Internal Limited external Problem recog. generic

Information search Information search Information search

Limited external Internal Limited external External Internal

Alternative evaluation Alternative evaluation

Few attributes simple Many attributes
Decision rules few altern. Complex Decision rules

Purchase Purchase Purchase

Post purchase no Post purchase no Post purchase

dissonance limited Dissonance complex
Dissonance very evaluation
limited evaluation Evaluation.
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.