Recognizing Consumer Behavior and Its Impact on The World

In order to handle this part we shall need to under what is meant by consumer behavior and Family decision making. Consumer behavior engages the processes of psychology that consumers under go before they can be in a position to understand their needs, looking for better ways of solving these needs, making decision whether to buy or not to, and, if so, which preferences, information interpretation, making of plans, and lastly the buyer needs to implement the plans. Implementation of plans means a consumer needs to engage to compare different brands or products while purchase. They should compare package, quality and the cost they shall incur in acquiring that commodity. Consumer behavior is widely affected by many factors. Though we take for granted cultural influences, they are really significant when it comes to purchasing power of a customer. Other factors which contribute to the purchasing power of a consumer are physical factors, persons self image, social factors and Learning.

In case of Family decision making, each member in the family has his or her own crucial role he serves in decision making when it comes to purchase. There are those who are information holders or gatherers, influencers, decision makers, and purchasers. In order to tackle this part effectively we shall sample a group of 20 children who are aged between the ages of 6 to 10 years in a cereal aisle of grocery store. Half the number of the children expressed their preferences while the others did not. The children preference where known by the parents due to attitude they had towards the product or the brand they liked. Attitude comprises of affect, beliefs and behavioral intentions (palmer, pg. 45). Belief is the first component of attitude and a consumer may hold both negative and positive beliefs to the brand he or she wants to buy. So in order for the parent to buy the children ideas they had first to consider the positive mentality they have for that particular brand. Affects means that consumers hold certain feelings to a certain brand or product so it is not easy to convince he or she to consume or not to consume it. These feelings are based on beliefs. Behavioral intention indicates what the consumer is planning to do to a certain product; whether to buy or not. Some parents overacted due to their children preferences while the highest percentage tried to convince them to change their belief towards the product. They tried to explain to their children why they chose a certain brand over the other. Most of the children where are attracted to the brands which where nicely packaged and had bright colors; though the benefits they could gain from the products could be too minimal. 80 percent of the parents sampled did not by their children’s idea and only 20 percent who agreed with their children choices. The parents choices could be triggered by either the cost, quality and merits it shall have in the children health. The young ages are the ones who picked the cereals and put in cart even without bothering to seeking for permission. They placed all cereals which captured their attention whether their parents wanted to purchase them or not. There is a great difference in the children based on their ages; for the children who are aged 7 years and above, before they could add anything to the cart they had to seek permission and where understanding while the young ones are too difficult to handle ( Gartner, pg.67). The older children acted maturely even by observing the way they where discussion each brand with the parents before coming to terms which product to go by. Parent preferred the older children preferences than the young ones.

The first recommendation I am making are for campaign to parents; foremost there are strategies that I shall put into consideration because the product is healthy and the cost of acquiring it is also too high. I shall use SWOT analysis to help the team identify all the effective strategies to use. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Application of SWOT shall make the team to understand on how they can use opportunities and strengths to overcome the threats and weakness. We should have knowledge of the market before releasing the product and also be aware of the target group. As this shall be a new brand in the market we shall analyze the methods to use in order to create awareness to our target group. The reason for creating awareness of the existence of the product in the markets and is to make them understand what they are expecting from the consumption of the product. Also they should be taught the merits of the cereal over the other cereals in existence. In the campaign, use of a celebrity shall make them convince many parents. Lastly, is humor appeal and is essential in any advertisement if the seller needs many consumers ( Palmer, pg. 30). Before the product is released in to market a team should first be sent to the market to know why parents shall use a certain product instead of the other and through this they shall be able to formulate a strategy they will use in marketing their new product in the market. They shall be able to understand how to win the hearts of the parents.

For the campaign of children, the major recommendation is the package; this is because children are always attracted by the package. The colors should be shouting or bright colors so that they can be too appealing to them. They children should also be trained on the advantages of consuming the cereals. Some of the advantages should be that they shall become too energetic and strong after consuming the new brand. The campaign should be done by fellow children as it shall be easier to convince them the magic in the cereals. In case it shall be done by an adult it should be a done by funny person or a celebrity who hosts children channels as he is assured of the terms to use so that he could win the children’s little minds.