Question 1

Learning Objective Students should be able to describe the field of consumer behaviour and how it affects decisionmaking and brand personality. Assignment Topic How Branding Affects Consumer Behaviour in 2022. Scope You will be required to study the case study about how branding can affect consumer behaviour to provide the context of this assignment. You must then choose any one of the following breakfast cereal products and answer the questions in this assignment based on your chosen product. Breakfast cereals to choose from: Kellogg's Rice Krispies, Kellogg's Corn Flakes, Kellogg's Froot Loops. Bokomo's Weet-Bix, Bokomo's Pronutro, Bokomo's Muesli. FutureLife cereal. Describe the field of consumer behaviour and how consumer behaviour fits into the marketing. the influence of the various internal psychological factors that affect how consumers behave. Explore the various external sociocultural factors that influence consumer behaviour. Study the scenario and do research on your chosen breakfast cereal and complete the quastions that follow: How Branding Atfects Consumer Behaviour in 2022 Have you ever purchased a book because you liked its cover? The antwer is probably yes. Naturaly. human beings teel comflortable when moving informed, educated decinicns. That is enactly how branding works and alfects consumer behamiour. Brands infuence consumer behaviour by fiting in with the 'selt-mage' of the consumers. Adverts show lewels of happiness and types of ifestyles that ooenumers wart to have - and those act as symbels of what the brand represerts. The final eflect ol a brand on consumer beetaviour wit depend on how consumers perceive and relate to the brand. Brand pecception is tre sum of the experiences, antudes, asd seelegs people have with a product or service. Positive trand perception among is target audences is what moves the needie tor branth: 77% of consumers are moce thely to recommend a brand to chens aher having a postive experience with 4. Think about t: Every ad about skin care seeks to sway the emobont of consunen to create a favourable brand perception. They use eye-catching images to get notioed by consumen. Skincare brands also know that most consumers value beauty, thus. Fey use beasth images to spark emotions. But they cant control which emotions are sparked. In this case, irs the customer who decides their pecception of your trand Regartiest of the knd of product that you are marketing. the way contumees perceive your trand ean be make se break. In the end, its the role of brands to undersand the contumers and do atat is takes to inprove their perceptions. This can be achieved through myriad methods - such as creucing branded TV spota, Youfuce ads, or asking cusiomers to review thee products corine. Such interadions hetp can improve consumen' perception of brands A brand owner may leel they understand exactly what their trand stands for. However, their trand image may roflect only their own aspirations rather than those of consument. For example, a atudy by Brain and Company shows that atheugh 50% of comparies beleve and say they effer great senicas. only as of corsumers agree. Consumers are the owners of brand pecception, not brande. No matter the mestage you use to promole your brand, your brand is what coneumens are thining and swing about it. When consumers hear, see or interad with a brand, they will develop feelings and hougtes bwiets it it is the sum of these feelings and thoughts by al consumers that make so trand perception COMGB2.844 - Atsignment - Block 42022 |vi. Page 6 of 12 Based on your research, answer the following quesfions about your chosen breakfast cereal. 1.1 Explain the consumer-based segmentation that the company asplied when selecting its target market. (10 Maris) 1.2 Do a customer analysis and create a profile of the typical consumer for your chosen breaklast cereal. (5 Marks) 1.3 Explain the targeting strategy of the company. Motivate your answer by using practical examples from your research. (5 Marks) 1.4 Evahuate how the company posifioned the product in the minds of its consumers. (5 Marks) [Sub Total 25 Marks]