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Consumer Behavior and Marketing Strategies Essay

Introduction Wahaha is a famous soup company in Chinese soup market. The company is in the process of launching a new healthy, nutritional soup for children that contains some medicinal herbs. These ingredients will not only have the nutritional value but also prevent occurrence of certain common childhood diseases.

In ensuring that the product is well received the company will mainly target parents as they are the ones to take care of the children. Because it is a new product, the company needs to devise the best market approaches that will guarantee success in the Chinese market.

This is only to say that the soup producing industry is a sensitive one, with a lot of its success relying on the amount of research that the company is willing to undertake in its search for the best product. The customer needs to be highly involved in coming up with a marketing strategy.

This is because they have an impact from the way the product will be received. At this point it is evidently noticed that just posting advertisements for the product will not give it the required outcome in the Chinese market. If we are to do so, then the amount of investment we will have to thrust through the media will have to be great.

Soup producing industry is very competitive. Therefore the success of firm in this industry will depend on the intensity of market research conducted so as to identify the most appropriate product to supply in the market. In formulating a marketing strategy, it is paramount to consider consumers’ product requirements. This means that creation of product market awareness does not guarantee success of a product in the market.

Besides, this will be a risky maneuver for the marketing team seeing as history has shown us the down side of using this kind of marketing strategy. This paper therefore is a proposal of how we are going to introduce Wahaha, a soup that our company produces into the market. In addition, the proposal analyzes the strategies that the firm will use in influencing consumer attitude and the decision making designs to be incorporated.

We are going to strategize on how to capture the customer’s attention, motivational factors towards the consumer, consumer attitudes and how the company intends to come up with decision-making designs. The paper also will look at the external influences targeting on the consumer, and finally, our multimedia strategy in reaching out to our customer. The proposal also includes the firm’s market communication strategy.

Get your 100% original paper on any topic done in as little as 3 hours Learn More Consumer Marketing Engagement Strategy Target Consumer Perceptions and Recommended Marketing Strategy

With regard to market perception regarding products and services, it is important for the firm to understand the questions being raised by consumers regarding the product (Kumar, 2010, p. 25). This will enable the firm to address these issues thus contributing to development of a positive perception amongst the consumers. Some of the most fundamental questions regarding the soup product are its authenticity, its taste, and its nutritional value.

The marketing team is therefore required to capitalize on satisfying these needs without any reason doubt. In essence, the company’s ability in striking a deal with the customer will measure how well the new product can penetrate the market. According to Burrow, consumer perception relates to the image creating in the consumers mind regarding a particular product or service. Firms introducing new product in the market have a high probability of succeeding if consumers develop a positive image regarding the product (Burrow, 2008, p. 192).

For example, the Colgate toothpaste brand has been able to maintain its high market standards as a market leader. This arises from the fact that the firm’s marketing team has been able to continuously convince consumers that the specific toothpaste brand is a necessity in the lives of its users.

In the same way, Campbell Company will ensure that its customers develop a positive image with regard to its product. One of the ways through which this will be attained includes maintenance of a high nutritional value of the product. Considering the fact that the product, relates to health of children, the firm will depict the product in such a way that it promotes a progressive growth rate amongst children who consume the product.

A short and precise statistic will be used to support the claim about our products value in terms of health. Information relating to the various ingredients that are used in making the soup will be given. These ingredients will have nutritional value and also prevent occurrence of certain common childhood diseases. This will be done in a vivid way that will give room for understanding.

The information will be easy for the consumers to understand. Inclusion of scientific explanation about the content of the soup and its nutritional value will result into confusion. Information regarding the product will play a significant role in attracting customers to purchase the product.

Motivation Influence and Related Strategy

Motivation plays a significant role in the consumer decision making process. Without some form of motivation, consumers are rigid in making certain decisions. Despite the fact that the product being offered in the market being of high quality and or nutritional value in case of food products, consumers have to be motivated to purchase it.

We will write a custom Essay on Consumer Behavior and Marketing Strategies specifically for you! Get your first paper with 15% OFF Learn More Motivational factors are classified into two categories which include rational and non-rational motivational factors (Shaw, 2004, pp.190-191). In order to succeed in its marketing strategy, the firm’s marketing team must capitalize on motivational issues in order to gain our customer’s attention.

Rational motivation is basic. It relates to motivation which arises from factors such as product price, its durability, taste (in case of food products) and the existing economic balance. For example, developing a product whose price is set a high point may not be successful in the market despite its quality.

This arises from the fact that consumers are price sensitive in their purchasing process. This means that a balance has to be established in relation to the when introducing a product in the market. On the other hand, non-rational motivational factors are secondary in nature and are basically leisure related. For example, one may be motivated to purchase Ferrari car model which costs more than Toyota Lexus model.

However, Toyota Lexus has more advantage since it can be driven through rougher terrain while Ferrari model cannot. Such a decision may arise from prestige associated with Ferrari brand. The pleasure associated with driving a Ferrari might make a person supersede his rational motivational factor of price.

It is therefore important to understand the factors that motivate one in his or her decision making. Within the food industry, taste is the basic motivator. In addition, price also goes in line with the product that is being sold. Food products such as soup does should not vary diversely in value from one company to the other. In order to succeed in the market, it is important for the firm to conduct a research in order to determine the most effective mixtures, flavor and color of soup that most appeals the customer.

In marketing the product, it is important for the marketing team to give free samples of the favored soup type in hotels. The idea here is to capture the attention of a customer who will not only taste the soup, but will want to know more about the product. Use of free samples may be expensive to the firm but it is very effective in attracting customers. Incorporation of high quality in developing the product will motivate customers to purchase the product.

In entering the Chinese market, the firm should ensure that it supplies the soup in flavors that appeal this market. For example, the local touch may be integrated. This will give the firm a high competitive advantage compared to other firms in the industry. The result will be creation of a high level of customer loyalty (Knapp, 2005, p.175). This arises from the fact that consumers will consider the soup to be indigenous.

Incorporation of indigenous taste will contribute towards the firm positioning itself effectively in the market compared to other firms which supply soup products with foreign tastes to the Chinese market. Indigenous soup is considered have a high nutritional value. This type of motivation will play a significant role in motivating customers to consider purchasing the firm’s product.

Not sure if you can write a paper on Consumer Behavior and Marketing Strategies by yourself? We can help you for only $16.05 $11/page Learn More In creating market awareness through advertising, the firm will ensure that it communicates the benefits received from consuming the soup. For example, inclusion of Chinese herbs in process of producing the soup will be communicated.

Consumers Attitude and Related Strategy

In business, the customer is always right. Therefore, one should have sufficient marketing skills in order to convince a customer to buy something he is not too willing to purchase. There are a number of factors that should be considered in introducing a new product in the market and trying gaining the customer’s attention to purchase the product. These factors are directly related to consumers’ purchasing behaviors and attitudes. If these factors are not in line with consumers attitudes, it will be difficult to introduce the product.

One of the most important aspects to consider is the customer’s attitude towards a certain product. Some products attain a high market value within a short time while other products take time. Introduction of new products in a new market requires extensive market awareness through various methods such as advertisement and branding in order to draw the attention of the customer.

Some of the issues to be put into considerations include the norm of the society, the political atmosphere, the main religion, some common behaviors and legal environment of the country. This arises from the fact that they influence consumer’s attitude (Costa, 2003, p. 193). For example, the market for pork and other pig products in Islam related countries is very small due to the religion’s influence on consumption (Collins, 2006, p.10).

The market for machines like the motorbike or the bicycle is relatively high and more favorable in India compared to USA. This arises from the fact that the economic atmosphere in US has surpassed this technology. The public transport system in the US is advanced and the market for such products like bicycles will be considered to be luxury than a necessity.

Soup in China is considered as an indigenously acceptable product. The feeding culture in China is that people prefers more of their own indigenous products compared to foreign products. As a result, foreign food products in China therefore take longer than usual to be accepted in the local markets. Only international hotels and institutes provide foreign foods. This also applies to medicinal products. Tradition highly influences the market for these products in China (Olson, 2001, p.221). Chinese believe in the medicinal value of their products.

Their culture is highly esteemed worldwide for the amount of tradition in medicine and health products that has been developed. Common diseases such as flu, coughs, headaches and physical injuries are managed with the aid of locally manufactured drugs (Ryan

Social, Cultural and Gender Inequality from a Global Perspective Essay

Nursing Assignment Help As the executive chef for this hotel and resort corporation, applications for vacancies in the firm fall under my jurisdiction. Most of the respondents for the recently advertised supervisory vacancies are females from your culinary institution. We are also privileged to have a majority of our male employees who are graduates from your institution.

What is however disheartening is the reaction of these male employees on hearing that many of the supervisory posts applicants are females. The prospect of them being under supervision of female(s) does not augur well with them. This is definitely a shocker and it is really unbelievable that such a mentality still exists in today’s world.

Gender inequality which basically refers to open or concealed inequality between persons on the grounds of gender should not be an issue in this modern world (Centra and Gaubatz, 2003, p. 17). Graduates, and especially males, from your kind of institution are expected to be enlightened and are not expected to show any form of discrimination. They are expected to be way above such unacceptable practices at these times.

I would kindly like to give an insight on how this can be dealt with through various practices and training of students while they are still in the institution so that such instances does not occur elsewhere in future (Centra and Gaubatz, 2003, p. 18). Slotting into evocative discussion about gender of the tutors or lecturers with students will serve to prepare these young men and women to operate in a society that has turned more diverse and universal. It is the duty of the tutor to craft a lecture-room environment that serves to enhance meaningful discussions concerning gender.

As the society progressively turns to be global, learning institutions have an obligation to embrace gender diversity. Such an inclusiveness calls for both tutoring and gaining knowledge about gender issues. The seriousness with which most of these institutions seek to root for gender sensitivity is often debatable (Hernandez, 2001, p. 12). However, there is little doubt that involving students in meaningful discussions on gender will read them to fit in a society that is progressively getting more diverse.

So as to participate in any meaningful discussion about gender, the learners first need check their own convictions and mind-sets. Quite a large number of them do join learning institutions with already biased beliefs concerning given genders (Boerman-Cornell, 1999, p. 66).

This attitude definitely is carried into the lecture rooms. In today’s interdisciplinary class set ups, this poses problems mainly due to the following; convictions touching on gender attributes are not supported by any evidence at almost all times and such beliefs are opposed to change.

Get your 100% original paper on any topic done in as little as 3 hours Learn More What makes this even more serious is that once the learners have shaped convictions concerning gender, they are stubborn toward differing explanations. It has also been proved that when information to counter their gender convictions is presented to them, it actually serves to reinforce their biased beliefs. This means that the lecturers have to do what it takes to counter learner resilience when talking about gender issues.

It has earlier been stated that it is normally the tutor’s duty to craft a lecture-room environment that enhances meaningful discussions concerning gender. Learners should be readied for the twofold activity of scholarly proficiency and experimental understanding (Hernandez, 2001, p. 14).

A good beginning point for tutors is to develop an open discussion concerning gender by getting into a more broad debate on gender attitudes. This is normally attained by enhancing learner aptitude and at the same time promoting their critical reasoning about the hypothetical machinations that underlie debate on gender issues.

For both genders, participation in discussions on gender calls to mind negative emotions. This is despite the fact that when the learners are faced up to arguments to lessen their levels of justification means, a reflective interpersonal set up of learning and development comes up (Centra and Gaubatz, 2003, p. 32).

For tutors to engage in significant discussions about race with the learners there are usually three aspects they need to have in mind. The first one is the lecturer/learner interaction. Coming up with a constructive association with learners in any course needs to take place on two stages.

The first one is to recognize the learners as a set. The tutor needs to be aware of grouping adherence and arrange for the ones who find it hard to conform to group pressure (Hernandez, 2001, p. 23). The second level points to individual contact between the tutor and the learner. Learning best takes place when there is a good rapport between the learner and his or her tutor.

The second aspect that tutors need to facilitate is attentive skills. This is achieved by way of voicing and body language (Boerman-Cornell, 1999, p. 69). Body and voice language also includes eye contact and the tutor must be attentive for nonverbal reactions from learners.

We will write a custom Essay on Social, Cultural and Gender Inequality from a Global Perspective specifically for you! Get your first paper with 15% OFF Learn More The third and final aspect that tutors need to embrace is different teaching styles. This is due to the fact that students learn best in various ways. There are those who are at home with visual presentations, those comfortable working in groups and those who get the points best by way of reading (Boerman-Cornell, 1999, p. 69).

Reference List Boerman-Cornell, W. (1999). “The five humors.” English Journal, 88: 66-69.

Centra, J. and Gaubatz, N. (2003). “Is there Gender Bias in Student Evaluations of Teaching?” Journal of Higher Education 70 (1) 17-33.

Hernandez, H. (2001). “Multicultural education: A teacher’s guide to linking context, process and content.” Upper Saddle River, NJ: Prentice Hall. 12-23.