Cadbury the Study of Consumer Behaviour - 3280 Words

Consumer Behavior (MKTG2101) Introduction Background of Cadbury Company There s one product that sells in good times and bad - a bar of chocolate†. It has been an axiom of Cadbury Company for generation. Today, the company which was opened in 1842 by John Cadbury, Is the global leader in the chocolate confectionery manufacturer. The beginning of Cadbury journey is when John Cadbury opened up a shop in Birmingham and sold coffee, tea, drinking chocolate and cocoa. In the later stage, John’s brother Benjamin joined the company in 1842 and opened an office in London and received Royal Warrant as manufacturer of chocolate and cocoa to Queen Victoria in 1854. After six years, John got problem about his health and his wife was death†¦show more content†¦(Schiffman et al, 2008) The elaboration likelihood model proposes the more global view that consumer attitude changed by two distinctly different routes to persuasion: a central route and a peripheral route. When consumer‘s motivation or ability to assess the attitude is high, their learning and attitude change tend to occur via central route with available information about the attitude object. In contrast, when people’ s motivation or assessment skills are low, learning and attitude change tend to occur via the peripheral route without the consumer focusing on information relevant to the attitude object itself. (Schiffman et al, 2008) Maslow’s Hierarchy of Needs According to Hassan (2005), Maslow’s hierarchy of needs includes physiological needs, safety and security needs, social needs, ego needs and self-actualization which can help us to understand human behavior and have a right point to motivate customers power purchasing, especially for what Cadbury has been applied for their segmentation strategies and positioning strategies. First of all, as we know that chocolate is belonged physiological needs which means this kind of product is low price and more competitive so that there need have a successful key to become the second largest confectionary market after Marks-Wrigley (Conor Carroll 2009). This is the brand of itself because when customers try whatever productShow MoreRelatedThe Relationship Between Advertising Models And Consumer Behaviour996 Words   |  4 PagesThe relationship between advertising models and consumer behaviour has been studied via two main techniques: quantitative techniques, which employ and seek to develop mathematical models of consumer behaviour, and qualitative techniques using a variety of techniques derived from the psychological and social sciences. The stimulus-response model (Figure 1) (Kotler, 2008) explains how consumers respond the marketing efforts and other stimuli. 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