L/O/G/O

YOGURT

GROUP 9

Tran Nhat HaTran Nhat Ha

Le Hoang Kim Duyen Le Hoang Kim Duyen

Nguyen Doan Doan HanhNguyen Doan Doan Hanh

Vo Thi Le Huyen Vo Thi Le Huyen

Nguyen Thi Phuong Ha Nguyen Thi Phuong Ha

Consumer Behavior

Different consumer’s needs

Degree of involvement with the product

Refers to a consumer's level of interest in a particular product.

Unique Visits To Greek Yogurt Sites(January – March 2010)

The Marketing Message

• Appeal to consumers’ hedonic needs

• Use novel stimuli ( unusual cinematography, sudden silence, or

unexpected movements, in commercials)

• Use prominent stimuli ( loud music, fast action) to capture attention

• Include celebrity endorsers to generate higher interest in commercials

• Provide value that customers appreciate

• Let customers make the messages

ADS CLIP OF YOGURT

http://www.youtube.com/watch?v=nVLRt5DjjuY

The Purchase Situation

Differences in motivation during the process of interacting with a store or Web site

Influence of Culture

• Ex: In Vietnam, women is main shoppers who buy yogurt. This

thing is related to one of Hoftesde’s five cultural dimensions as

Masculinity/ Femininity

Attitudes of the consumers

The Impact of Marketers

Reciprocity Scarcity

Authority Consistency

Liking Consensus

Reciprocity

Scarcity

Consistency

Authority

Nutrition FactsServing Size

Calories 50 (209kJ)

Amount Per Serving % Daily

Total Fat 1.5g 2%

Saturated Fat 1g 5%

Trans Fat 0g 0%

Cholesterol 10g 3%

Sodium 25mg 1%

Total Carbohydrate 3g 1%

Dietary Fiber 0g 0%

Sugars 2g

Protein 5g 0%

Calcium 1.5%

Potassium 80mg 0%

Liking

Consensus

Reason %

It's healthier 53

It's tastier 47

It has better texture 46

It's more filling 44

It's more filling 34

It has less sugar 19

It has fewer calories 17

It has less sodium 8

Consumers who have bought Greek yogurt in last 30 days (from the surveydate) said following are the reasons for buying Greek yogurt over other kind of yogurt:

Decision Making Process of the consumers

Yogurt is the type of refreshments product and also a type of nutritional product.

Most of people considered yogurt provide health benefits

Factors affecting decision- making process

Factors affecting at the time of purchase

• Consumers’ antecedent state ( mood, time pressure, or disposition toward shopping)

• Usage context of a product ( co-consumers)• Shopping experience ( salespeople, the store environment, store displays)

http://chobani.com/who-we-are/

http://geert-hofstede.com/vietnam.html

Tangkananan , S., & Naknouvatim, T. (2011). The effective marketing strategies for yogurt business in Bangkok, Thailand .

References

COMPANY NAME

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