Honda Civic And Habib Masala Mix Consumer Behavior Report

3683 words - 15 pages

2008LSEYasir Saeed, M. Omar Sardar, Tashfeen Warraich[CONSUMER BEHAVIOR FINAL]This report consists of two products, Honda Civic Reborn and Habib Masala Mix along with their marketing and communicational strategies plus with additional consumer behavior concepts found in their print ads and in their target market segment. It is submitted to Miss Sara Hassan, instructor of Consumer Behavior, Section B, BBA - II Lahore School of EconomicsMarketing Mix - Habib Masala MixProductHabib Masala Mix. A new diversification strategy into the foods sector of Pakistan by Habib Oil Mills. Competitors for this product are National, Shan, Ronaq etc.PriceSpecial introductory price of 20 Rs. Habib Oil Mills is using market penetration strategy to capture the initial market share. The competitors already have over 20 Rs. Price, some charging 22 Rs. while others 25 Rs. for the same product.PromotionHabib Oil mills are using traditional ways of promoting their product via ATL and BTL methods. ATL includes Bill Boards and TV Commercials where ladies are shown dancing to the joy of cooking and using this masala mix product. The food culture of Pakistan loved by housewives fond of cooking is reflected in their TVCs.PlacementAvailable at all small general stores to big sized retailers and whole salers of Pakistan, e.g Metro, Makro etc.DemographicsAccording to Wikipedia, Pakistan's 15-64 years old female population is just over 46 million. This is almost 56.9%. It is a huge market share and a great potential for Habib Oil Mills. Their main market are housewives and females. Out of these 46 million, at least 20 million are capable enough to purchase and afford this product.Target MarketMiddle class to Higher Class. Targeted to those housewives/people who want ease of cooking, instead of buying spices form the market, and crushing them to be made, this readymade product is available for feasibility to save cooking a great deal of time.IncomeThis is not a low class product; hence those families having at least Rs. 10000 monthly expenditure on food accessories would have a high chance to buy this. According to the SEC Grid, people in A1, and A2 would be definitely using this product. However there is also a likely chance of people in B category to buy it for it is not an expensive product.VALSThe VALS segments for this product are Actualisers and Achievers. For Actualisers, they are successful, sophisticated, active and take charge people with high self esteem and abundant resources. By the advertisement of TV commercial, Habib Masala Mix is targeting this same market segment.Household Decision making process in buying this product1.Information gathererUsually when out for shopping, housewives are keen to gather information on different crockery, grocery and food related items. Which is the best quality? Which should I buy? How much money should be left after buying this product? These are just some of the questions that come to their minds when gathering the information....

Find Another Essay On Honda civic and habib masala mix consumer behavior report

Consumer Behavior and the Four P's of Marketing

1018 words - 4 pages Consumer behavior is the how, what, when, and why people buy, a blending of psychology, sociology and economics. Attempting to understand a buyer's decision-making process both individually or in groups can at times be impossible. Understanding peoples wants and needs to transform those into marketing a product the consumer wants and needs is what product, price, promotion and place are all about.Defining Consumer BehaviorConsumer behavior is

Brand Communities on Social Networks and Consumer Behavior

2478 words - 10 pages by multiple variables. To analyze the secondary data time series and trend analysis would be adopted. Time Frame: 3 years Review of literature and defining the problem: 6 months Qualitative research: 6 months Research design including questionnaire development: 6 months Data collection: 6 months Data analysis: 3 months Report preparation: 3 months Conclusion: The research on “Brand Communities on Social Networks and Consumer Behavior

The Effects of Religion and Culture on Consumer Behavior

1939 words - 8 pages The Effects of Religion and Culture on Consumer Behavior Religion and Culture play an important role in influencing consumer behaviour in relation to food intake “Human beings are not born with a set of behaviour, they have to learn it. What they learn is dictated by the culture into which they are born or within which they grow up” – J Bareham (1995) Culture makes us similar to some people but different to the

Negative Consumer Behavior What is negative consumer behavior and what are the characteristics of a bad customer? How can managers address this issue to ensure success?

1500 words - 6 pages Negative Consumer Behavior To fully understand what negative consumer behavior is and what makes a bad customer, we first have to understand what "consumer behavior" is. In their book, "Consumer Behavior: Concepts and Strategies," Berkman and Gilson (1981) say that the American Cultural System, which is made of values and artifacts, strongly influences consumer activity in the United States. "In the twentieth century, American Culture

How Children and family affect consumer behavior. The influence of children on purchase desisions

3236 words - 13 pages need to look to the children. Kids have a world of power in their small hands. The objective of this paper to demonstrate the cause and effect children have to family decisions, consumer behavior, business, and marketing.The Research Shows... The numbers grow!Within the past ten years, there has been a substantial change in family role structure and family purchasing decisions. Businesses have taken notice and the changes are reflected in today's

Motivation and Leadership Behavior Analysis Report for HG

2560 words - 10 pages Motivation and Leadership Behavior Analysis Report for HGExecutive SummaryThis report is written to analyze the managerial behavior of leadership and motivation of company HG's Chairman and CEO Young Chew.This report firstly provides the company background of HG and then presents the motivation and leadership methods of Young Chew with relevant theories. This is followed by critically evaluating the effective of the behavior introduced above in

Consumer Behavior and Marketing Concepts Paper

609 words - 2 pages IntroductionMany large companies have developed "disaster plans" for responding to crisis situations. These typically include plans for evacuations and cleanup, policies for public relations, and strategies to protect the company from legal action. The management field is directing increasing attention to crisis response and the importance of planning.Following a corporate scandal, managers who acknowledge they have problems and launch

analisis honda prospect motor

1594 words - 7 pages sales and net sales worldwide (divided by region) according to Honda annual report 2013. Honda consolidated unit sales in fiscal year 2013 reached 3,408 thousand units, an increase of 37.3% from the previous fiscal year, primarily due to increased unit sales in all regions. It is also supported by the recovery of the Japanese earthquake and floods in Thailand, as well as a boost from the launch of new models (Honda, 2013). The graph also

Supply Chain of Honda

1664 words - 7 pages localizationSALES AND PRODUCT FACILITIESRESEARCH AND DEVELOPMENT FACILITIESSALES OFFICES PRODUCTION FACILITIESSource-Takeo Fukui, 31 March 2006, Honda motor co. Ltd, CSR report, 31 march 2006.THE PROGRESS:But as time progresses ,Honda has introduced civic models from first generation to the latest eight generation model , which is advanced and very popular throughout the world. The company started his global distribution of civic Honda and made

Taxt analysis paper

1058 words - 5 pages carries, Indian delicious food, (naan bread, kababs and chutneys biryani and uses local ingredients). The Masala food cart is a unique and creative source for food. There were small kitchens. Theo was preparing for the food he is using with a wood board to cut the onion with sharp knife. They also chopped red tomatoes, garlic and potatoes. He is using Indian masala to mix with his hands, and there was plain fresh rich and cholematore. Chohlematore

honda strategic management

5265 words - 21 pages ) Is public company founded by Soichiro Honda Takio Fujisawa on 24 September 1948, the company employ 181,876 person in the world and the headquarters is in Tokyo-Japan, Acura and Honda Aircraft Company are subsidiaries of Honda motor .in 2009 the revenue of the company reached 120.27 billion dollars US.Honda Company is a producer of automobiles (such as CIVIC), trucks (Ridgeline), motorcycles (CBR), ATVs (All Terrain Vehicle) and scooters (SW- T600

Similar Essays

A Report Of Consumer Behavior

2285 words - 9 pages The Report about Basics of Consumer Research & Consumer Behavior MKT 201 EXECUTIVE SUMMARYThis report is about the Forecasting and modeling within the Basics of Consumer Research & Consumer Behavior MKT 201,which is about the demand of the short messaging service(SMS) before/ during/ after Teachers' Day in china.The following aspects are included in the article: the introduction of Teachers' Day, the list of Figures about the

Globalization And Consumer Behavior Essay

1606 words - 6 pages GroupsReference groups are categories that any given consumer falls into, and each consumer belongs to a variety of groups based on their demographic information and social position. Membership in these groups leads to speculation on the behavior of the group members, as a general stereotype. These groups help marketers when determining positioning and promotion of their product.Reference groups are also known as the psychology of how consumers think

Consumer Behavior And Marketing Strategy Essay

10119 words - 40 pages Consumer Behavior and Marketing StrategyThe study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how* The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);* The the psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);* The behavior of consumers while shopping or

Consumer Behavior And Marketing Concepts Paper

747 words - 3 pages quite comfortable at which was easy to navigate and very informative.PRICEPrice refers to the final cost of the product that is paid by the consumer. It represents the intrinsic value of a product or service to consumers. A business may implement a variety of pricing policies dependent on revenue goals.Value for money was essential for my product selection. Purchasing a product that met my personal objectives as well as