Changing Consumer Behaviour. Analysis of Behavioural Concepts based on the Example of Cadbury Dairy Milk

Language: English

Published by GRIN Verlag, 2020

3346129276 / 9783346129277

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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Druck auf Anfrage Neuware - Printed after ordering - Seminar paper from the year 2019 in the subject Sociology - Consumption and Advertising, grade: 1,0, University of Lincoln, language: English, abstract: In recent years, the UK chocolate confectionery market has been characterised by a high level of competition. Nevertheless, Cadbury Dairy Milk has managed to be the market leader, counteracting the overall decline in the segment with a growth of 4% in 2017. This development has been built on high levels of trust among their customers and the perception of them offering good value for money which reflects their long history in the market and extensive advertising efforts (Winter, 2018). It can be said that advertising creates and transfers social trends as well as core beliefs and values which entail the formation of an attitude and can result in a purchase intention (De Mooij, 2004, 312). Understanding how people choose between several similar products and brands as well as how they arrive at their choice, can be seen as an important aspect among marketers. Theories have been developed to describe how people make their decisions and what might influence their decision-making process. Consequently, it has become a key strategy for marketers to change consumers' behaviour and alter their attitudes towards a company, product or service through advertising (Adhikary, 2014).Based on this, the aim of this paper is to critically examine the impact of behavioural concepts on consumers and their decision-making process. Due to practical constraints, this paper cannot provide a comprehensive review of all theoretical concepts and therefore, the following two models have been chosen: operant conditioning and Attitude-Toward-The-Ad model.Each of these models will be explained theoretically and then applied to a recent advertising campaign of Cadbury to analyse the effectiveness and the impact of the campaign on consumers. Subsequently, recommendations will be given on the basis of the findings.…

Seller Inventory # 9783346129277

Title
Changing Consumer Behaviour. Analysis of Behavioural Concepts based on the Example of Cadbury Dairy Milk
Author
Anonymous
Publisher
GRIN Verlag
Publication year
2020
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3346129276
ISBN 13
9783346129277
Item weight
73 grams
Dimensions
210x148x4 mm

AHA-BUCH GmbH

Einbeck, Germany

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