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L/O/G/O
YOGURT
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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
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Different consumer’s needs
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Degree of involvement with the product
Refers to a consumer's level of interest in a particular product.
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Unique Visits To Greek Yogurt Sites(January – March 2010)
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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
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ADS CLIP OF YOGURT
http://www.youtube.com/watch?v=nVLRt5DjjuY
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The Purchase Situation
Differences in motivation during the process of interacting with a store or Web site
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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
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Attitudes of the consumers
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The Impact of Marketers
Reciprocity Scarcity
Authority Consistency
Liking Consensus
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Reciprocity
Scarcity
Consistency
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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%
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Liking
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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:
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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
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Factors affecting decision- making process
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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)
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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
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COMPANY NAME
Thank You For Your Attention!