Consumer Behavior Consumer behavior is defined as the sum of activities that people go through while obtaining, consuming and disposing of goods and services. It gives insight to the marketers about why people buy so that it would become easier for them to develop and implement their strategies that best influence the consumers once they know how, why and under what circumstances people buy certain goods and services. Consumer Activities: The definition talks about three core activities of Consumer Behavior that are Obtaining, Consuming and Disposing. Let’s have a look at each of them in some detail. Obtaining: It refers to the activities that result in a purchase of a product or service. These include looking for product’s configuration It is the fourth largest importer of tea in the world after Russia, Egypt and United Kingdom. it has a market of 170 million kg for Black tea which is imported from 21 different countries including Kenya, Indonesia, Srilanka, India and Bangladesh. In 1977, the price of Srilankan tea rose too high that Pakistan started to import tea from Kenya and now it imports around 50% of tea from Kenya and the remaining 50% from other countries. Despite so many options available in the beverage industry, tea has always been a choice of millions of consumers in both urban and rural areas. Tea is generally considered the oldest beverage. In Pakistani culture, it has a traditional touch to it and is preferred equally among all social classes. It has become an indication of kindness and courtesy and those people who cannot spend so much money on food, satisfy themselves with a cup of tea. In 2013, Pakistani Tea market came on number three in terms of tea consumption. This industry can be further broken down into two categories Branded Tea (55%) and Unbranded Tea (45%). According to Pakistan Tea Association (PTA), total consumption of tea is estimated at 200000 tonnes of both branded and unbranded tea. According to the results of a recent survey, Pakistan has become one of the highest per capita tea consumers in the world which is 1kg per capita and still increasing due to Dispite of the tough competition the unique blend which was later named as family mixture became hot favorite and the largest brand sold in market of unorganized tea. Their first retail outlet was founded in jodia bazar,Karachi after that the business was expanded all over the city. The company’s management was under the founder’s son Mr. Faizullah A Tapal. Today it’s managed by Mr. Aftab F.Tapal who is the founder’s grandson. Mr. Aftab went abroad for further studies and on his return he introduced professional management in the business and implemented unique production ideas. He is a well-trained tea taster and tea connoisseur. New tea concepts and wide range of tea blends were introduced by AftabTapal to cater to the tastes of Pakistanis. In the country Tapal has the largest 100% Pakistani owned company with modern and well equipped tea blending and packing factories, along with the futuristic equipment managed by highly qualified professionals leading by Mr. Aftab Tapal. Tapal has introduced numerous tea brands in the market. Tapal’s first brand was launched in 1947 called Tapal Chai later renamed as Family Mixture. Tapal Danedar was first introduced in Pakistan in 1987. It enjoys a leadership position in the Tapal portfolio. It caters to diverse income segments, from single serving sachet users to large households. Tapal Mezban is the second largest brand of the
After importing tea into Britain, the East India Company was required to auction it off to other merchants, some of whom then exported the tea to the American colonies. By law, this was virtually the only tea permitted in the colonies.
A consumer is a person who is seeking for products and services for personal, domestic and household use or consumption only.
In the beginning of 1773, the East India Company saw that they had large amount of tea in stock and could not get it to move or sell at all in England; they were on the track to bankruptcy. With the Tea Act, it was here to save this from happening. The Tea ...
... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
Coffee Time is a chain of coffee bars that is popular in North America and Europe. It obtains and roasts some of the finest coffee beans and they also sell a variety of blended coffee beverages and snacks. In addition, recent trends in the global coffee business indicate that South Asia is an emerging market for coffees with a special flavor and coffee bars. Coffee Time has identified India among other South Asian economies as a bright prospect. Coffee Time is a premium brand of exotic and regular coffee flavors. For many Americans and Europeans, Coffee Time stands for the celebration of coffee. Since, the management of Coffee Time is considering the option of entering into India; they must analyze some data and come up with a research design that should answer the following:
Coffee market in Taiwan is also important. Since 1998, Starbucks enter the Taiwan coffee market, more people have adapted the habit of drinking coffee (De Pelsmacker, Driessen and Rayp, 2005). Taiwanese consumers have more opportunities to face different types of coffee options. Consumers usually have positive attitudes for ethically made products. Most of consumer would be willing to pay a higher price for fair trade coffee, but they care more about the brand, label, and taste of the coffee
From buying a hamburger to buying a house people use a process in order to make a decision on what to buy. (book cite) describes this as the consumer decision process (pg.175). Utilizing a consumer decision process model, marketers are able to better understand how consumers are purchasing products and services. The five step consumer decision process model includes need recognition, information search, alternative evaluation, purchase, and post purchase. Not all purchases require following all five steps to a T, but consumers, whether they know it or not, follow a version of this model when making a purchase. Companies also use this model in order to effectively market their products and services. A company
Consumer Decision Making Process A key factor in successfully marketing new/existing products or implementing a product Extension is a thorough understanding of the motivation, learning, memory, and decision Processes that influence consumers purchasing behavior. Consumer purchasing behavior theories have found their way into managerial decision making to help companies more effectively develop and launch new products, segment the market, determine market entrance and in brand management. Therefore, a better understanding of how consumers decide what to purchase is critical to the success of a product. There are numerous theories and models describing the consumer purchasing decision process.
This Marketing report comprises of information regarding Coffee Bean and Tea Leaf, a renowned coffee retailer founded in the US. This report begins with an introduction of the company that discuss the origin and elements that this report focuses on, then followed by the vision, mission and values of the coffee retailer for the coming years. Then, it discusses the situational audit of the company where in it provides information about the internal analysis using the strengths and weaknesses of the company. The external analysis continues in the form of a PESTEL analysis which focuses on the factors that affect Coffee Bean and Tea Leaf course of business. A further analysis will take the form of Porter analysis that defines the competition the
Consumer behavior incorporates certain activities, decisions or experiences, which satisfy the needs of the consumers. It concerns all the activities that incorporate consuming, obtaining and product disposing of that precedes and carry out these actions (Darling, 2015). The Consumer behavior remains one of the important areas for research in the tourism and marketing fields in terms of travel behavior or the behavior of tourist (Rid, Ezeuduji & Pröbstl-Haider 2014). There are a few comprehensive literature reviews on the behavior of consumer typically described his injurious area with the help of the existing models or concepts of Consumer Behavior. There are exceptions in the insights of the authors who give the review about
An effort has been made to do a comparative study on two tea selling companies so as to practically comprehend the consumer perceptions and choice of consumers on the two brands. A survey is done by providing with a questionnaire to a group of people of various ages who consumes tea.
Customer behavior can be defined as the process used by organizations, individuals and groups, to select, buy or use particular products or services to satisfy their needs and the impact it has on the society (Wikipedia, consumer behavior). Every product in the market is given a different value by an individual user based on the need it satisfies and also the level of the want. For example a person may put choosing a car as just for a means of transport from point A to point B but for another individual a car is not only used as a mode of transport but also as a means of his lifestyle. Many marketers use these difference of needs in consumers to create different marketing campaigns to attract consumers that use their products.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
In today’s competitive world where organizations looking for high profitability and market share, consumers have very important role. Companies are looking for capture consumers in order to get larger market share. For this reason organization developed a number of techniques and tools. One of such tools is consumer behavior which has been come from economic theory. Consumer behavior is mainly studying the factors and situations that can affect purchase decisions of consumers. Consumer behavior is being very important discipline of management sciences which help out to understand of customers’ decision making.
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.