Course Hero Logo

KCarney_A2 - Running Head: CAMPBELL’S SOUP 1 Campbell’s...

Course Hero uses AI to attempt to automatically extract content from documents to surface to you and others so you can study better, e.g., in search results, to enrich docs, and more. This preview shows page 1 - 4 out of 8 pages.

Running Head: CAMPBELL’S SOUP1Campbell’s SoupKyla CarneyUMGCCampbell’s Soup
Running Head: CAMPBELL’S SOUP2Environmental FactorsWhen looking at the model of consumer behavior, I would say the two most important environmental factors that are relevant to Campbell’s Soup customers are price and distribution. In the last assignment, it was established that a can of Campbell’s costs$1.89, making affordability one of their main selling points. Price was one of Campbell’s initial attractions and it continues to be so. Price is so important to them that it is even touched upon in their mission statement, as mentioned in the last assignment: “Our mission is to nourish people's lives by offering a wide variety of convenient, delicious, and affordable food choices that can help everyone enjoy a balanced, healthful diet.” Distribution is also a key asset for Campbell’s as theirsoup can be found at almost any grocery store, Target, CVS, Walgreens, etc. There is no shortageof stores that sell Campbell’s, so the odds are that if a customer is looking to buy this product, it will be easy to find and will most likely be accessible in terms of distance. In a section on their website, Campbell’s also emphasizes the importance of accessibility, saying, “We believe that food should be good, delicious and accessible – all three without compromise.” Because Campbell’s took the time to emphasize affordability and accessibility, this would indicate to me that these are two environmental factors that the company knows will aid consumers in choosing to buy their product and create brand loyalty. Consumer FactorsThree consumer factors I would say are the most relevant to the customers of Campbell’s Soup are age, social class, and time. The bulk of Campbell’s Soup consumer demographic is 50 years or older (Campbell’s Demographics and Consumer Insights). Campbell’s itself has acknowledged that their consumers do tend to be older, and are actively trying to expand their brand to reach Millenials (ages 24-39). It is more likely that an older customer is going to
Running Head: CAMPBELL’S SOUP3purchase from Campbell’s because they grew up on the product and a lot of their recipes are actually based on Campbell’s Soup. Next, Campbell’s affordability is one of their main selling points. It is a relatively cheap product, making it appealing for consumers in all income brackets.Research shows that consumers who purchase Campbell’s at the highest rate tend to have an income bracket of anywhere between $40,000-$100,000 per year (Campbell’s Demographics andConsumer Insights). This is actually a surprisingly large bracket of income, but it suggests that Campbell’s appeals to a fairly median range of incomes. It is more rare for consumers that make under $20,000 a year or over $125,000 a year to buy this product. Lastly, time seems as though it

Upload your study docs or become a

Course Hero member to access this document

Upload your study docs or become a

Course Hero member to access this document

End of preview. Want to read all 8 pages?

Upload your study docs or become a

Course Hero member to access this document

Term
Spring
Professor
icantremember
Tags
Marketing, Campbell Soup Company, Campbell s soup

Newly uploaded documents

Show More

Newly uploaded documents

Show More

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture