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Consumer behavior is the study on how the consumers tend to choose the products and
services that will, in turn, maximize their utilities. Companies producing the products and
services, therefore, tend to provide those that they think will be preferred to their target
customers in favor of the competitors (Solomon, 2014). Dannon is a yogurt manufacturing
company that is based in Muscat, Oman. What has helped it achieve this, is through its
prioritized good customer relations. For this reason, it has always come up with different yogurt
brands for different customers’ tastes. This time around, it decided to come up with the Active
Yogurt Honey Drink. This is a unique type of yogurt with honey induced in it. The combination
of these two products brings a lot of health benefits ranging from the nutritional content to skin
softening and acne treatment. For this paper, I will discuss the various consumer behaviors
affecting the entry of Active Yogurt Honey Drink and Dannon Company in general.
Influencing factors and the target market
This is the attitude one develops towards a product or services and make him/her prefer
that particular item to others. Many personal factors can lead to this attitude. First, the age of an
individual can play a significant role in influencing the consumer behavior (Gifford, & Nilsson,
2014). The entry of the new yogurt brand is associated with health benefits. It, therefore, implies
it is very suitable for the old, as apart from its nutritional effects, it also helps in treating acne and
skin softening. This is a particular problem of the aging population. The yogurt will help them
improve their health and hence increase their life expectancy. Children are too a beneficiary of
the new product. Since they are highly active, they get exposed to different pathogens causing
diseases. The product is not only enriched with lots of carbohydrates and proteins but also its
antibiotic nature which will help prevent them from attacking diseases. In a matter of fact, the
product is essential for all ages as it has been proven scientifically to be of excellent health
According to Gifford, & Nilsson (2014) economic condition is also another personal
behavior that will influence the purchase of the product. The price of the yogurt is moderated to
accommodate every social class in the society. Compared to the costs of the competitors, it is
relatively cheaper to attract more customers. Besides, the packaging of the product is also
suitable for everyone. It has been packed with the least package; 200ml packet. This package is
the low price. The company wants no one to be left out for this great opportunity, thought the
remaining packages are more expensive depending on the size.
A person lifestyle also significantly affect his purchasing option. People in a society live
different lifestyles and these, in turn, comes about with different opinion on what to purchase or
not. It is believed that those who have gone to school can easily comprehend the health benefit of
the newly launched yogurt brand. They won’t take much time to choose as they understand its
benefit to them as well as to their family. Therefore, the intended customers are those that have
attained some good educational background. Interestingly, most of the populace in this 21st
century, have achieved that education to understand these needs.
Honey has always been believed to have significant nutritional and health benefits when
consumed. These include the energy content, antibiotic element, and skin protection. On the
other side, yogurt is believed to be a bodybuilder as well as energizing. These beliefs and attitude
have always been there since the dawn of civilization. Therefore, the move by the company to
merge the two products has been with the influence of the society believes and attitude that they
are for health benefit. Consumers seeing this will significantly like the idea and hence influence
their purchase (Rani, 2014).
Motivation is also a psychological factor that can influence the customers purchasing
needs. Motive expresses itself in many ways, for example, hunger. One can be motivated to buy
the product because they are hungry and want to satisfy their need for food. On the other hand,
the need for motivation can arise due to the health need. Those with special health effects, like
those with skin problems, can opt to buy the newly launched yogurt brand to help cure their skin.
The old can also be motivated to buy this product to cure the persistent acne.
Lastly, learning of a new product can help significantly influence the customers' purchase
of the product (Rani, 2014). This will come through the experience they will gain with the
continued use of the product. They will get an option to either keep using the product or abandon
it, depending on the effects portrayed afterward. Since this is the first time the company is
launching this type of product, it expects most of the customers to be new to it. But, it plans to
gain many of them as quality awaits for them. The company intends to launch free samples
during promotions and lower prices to captivate the customers. When they lear...