Ferrero Rocher through its advertisements tries to depict the ingredients it

Ferrero rocher through its advertisements tries to

This preview shows page 7 - 10 out of 13 pages.

Ferrero Rocher, through its advertisements tries to depict the ingredients it got a whole hazelnut, dipped in smooth velvety filling, wrapped in a crispy wafer, coated in milk chocolate. Alternati ve Evaluatio n Ferrero Rocher positioned their products in very narrow market niches that expanded those niches gradually. So out of all the alternative available from companies such as nestle, Mars or Cadbury, Ferrero Rocher had kept itself as a different product. Purchase The purchase is very impromptu where unexpected factors have been working Sometimes the availability, price, changing taste and preference, lifestyle and appropriate of the product works as factors influencing purchase Post Purchase - Most of the customers buying Ferrero Rocher either for consuming or for gifting are satisfied and consider it to be the best product. Since there is no perfect substitute of Ferrero Rocher a situation of cognitive dissonance is rare among the buyers Consumer Decision Making Process
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FACTORS DRIVING CONSUMPTION OF FERRERO ROCHER Consume r preferenc e shifting away from sweets Growing income of middle class Projectio n of chocolate as a desserts option Tradition of giving sweets as a gift, Exposure to global brands 8
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FACTORS INFLUENCING CONSUMER BUYING DECISIONS Cultural Culture- Festivals like Christma s, raksha bandhan Social Class- students Social Status- Affluent class Referenc e Groups- Aspiratio n to be a part of western culture Personal
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