Research of Information Once the consumer has acknowledged the need, they look for some information, both internally (own memories and previous experiences) and externally (interpersonal channels, mass media, retailers, etc.). Information goes through five stages: exposure, attention, comprehension, acceptance and retention. The consumer will probably look for brand recognition, price and contain (ingredients in the product). B&J’s have a famous mascot and customers will probably recognise the brand directly by seeing the packaging (attention). People who are more likely to love the brand and buy it (acceptance) would be consumers paying attention to the design of the packaging or for instance eco-friendly consumers, who support brands with ethical involvement. On the contrary, people with low resources will probably go for another brand, even if the quality is lower (retention). The Evaluation of Alternatives At this point, most of the time, price is the most important factor as for ice cream consumers, brand loyalty is less important than saving money.
Nevertheless and regarding the core target, the social-cultural environment is determinant. As explained above, a discussed issue regarding ice cream is health. As most of the core target is health-conscious, low level of sugar, fair-trade and good quality products have resulted in benefits to the B&J’s brand image. These factors will surely determine the consumer’s choose of alternatives. Make the Purchase Ice cream products are mostly sold in grocery stores. Once in the store, consumers have the possibility to compare products. There might be offers on any other ice cream that might affect the final decision. Thus, many consumer decisions are made on impulse. As a consequence, marketers put in a lot of efforts to influence decisions made at this stage. B&J’s are using few promotional displays in store and this might be improved. Nevertheless, the packaging is really showy and attractive, which is good for brand image and impulse buying. Evaluate the Decision / Outcome The post-purchase evaluation of a B&J’s ice cream is certainly low as the level of involvement is low. The main factors that consumers will look at are the taste and if the product is worth the high price. Political & Legal Factors Some initiatives have been taken by the government about nutritional labelling, in order to raise awareness on the nutritional value of products eaten by consumers. The aim is to sway consumers towards healthier food choices. Economic Factors The British economy has fallen into a double-dip recession, which impacts consumer expenditures in the short term. Consumers are more and more price-sensitive and looking for discounts when buying goods. the UK ice cream market has grown in value terms. Impulse products experience growth, as consumers are willing to pay more for the occasional treat.
Social Factors Health Consciousness The media, government campaigns and societal pressures have affected the consumption behaviour of the British. One in four consumers is worried about health when eating ice cream
- One '17
- Marketing, Ben, ice cream