consumer buying behavior of consumers towards nestle

7/30/2019 Consumer Buying Behavior of Consumers Towards Nestle

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Introduction

The story of Nestle begins in 1867, when Henri Nestl developed a baby formula that

saved a childs life. In the 145 years since then, they have expanded around the world anddeveloped a range of products designed to suit every taste, need and cultural preference. Their

distinctive seal is recognized everywhere as a guarantee ofquality and healthfulness.

Nestle has been serving this world for over one hundred and forty five years. It has differentiated

itself through its high quality product mix and positioned itself as health and Nutrition Company

while targeting the health conscious people throughout the world.

Today, Nestle is the world's largest Food and Beverages Company, and a global leader in health,

nutrition and wellness. Consumers around the world, from village squares in Nigeria to the

skyscrapers of New York and Chicago, are united by the Nestle promise of quality, taste,nutrition and convenience.

Though headquartered in Vevey, Switzerland, they now have 487 factoriesdotted around the

globe, employing over 250,000 people in 86 countries. Their products are available in almost

every country.

Nestle started its operations in Pakistan back in 1988, by acquiring a diary company

Milkpak Ltd., when people ofPakistan actually needed it. Since Pakistan is the fifth worlds

largest milk producing country therefore nestle deals mainly in dairy products. Moreover it also

sells juices, chocolates, noodles, baby food, infant formula milk and breakfast cereals in

Pakistan. Nestle is a low cost leader with its efficient operations hence it provides itscustomers with high quality products and sells them at a premium price. Therefore it is earning

good profits.

Nestle has set its manufacturing plants at in Karachi, Faisalabad, Lahore, Islamabad Peshawar,

Jhelum and Kabirwala. The milk processing plant at Kabirwala district is the Nestls world

largest milk processing plant. When nestle introduced its products in Pakistan people were

neither aware nor accustomed to them. Therefore nestle ran an extensive marketing campaign to

educate people and create a need for its products. Pakistan is a land where fresh eatables

are readily available. Nestle should sell the same quality of products in Pakistan as it sells abroad

It should also introduce more brands in Pakistani market which it offers in other markets of the

world since consumers in Pakistan are becoming more demanding day by day.


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Nestle Juices:-

Nestle has launches its juice brand in 1996. Firstly it introduced Nestle Orange Juice. Due

to the increase in responses of the consumers of Nestle Orange Juice, the category of NestleJuices was expanded with the introduction of Mango Flavors Juice in year 2000. This has further

strengthened the position of Nestle as leader in the Drinks Market. Consumer response to these

new flavors has been very upbeat and is expected to gain further. Now, Nestle Juice brand brings

us a range of juices that add variety to suit every moment.

Nestle Pure Orange Juice

Nestle Apple Nectar

Nestle Red Grape Nectar

Nestle Pineapple Nectar

Analyze Consumer Buying Behavior

There are two stimuli that insist the consumer to purchase the product that is

1) Consumer internal stimuli2) Consumer external stimuli

1) Consumer external stimuliThere are following types of people group include in the external stimuli

Family

Reference Group

So children, individual and member in a group are the person who may initiate the buying

process. Usually young generation and families initiate the buying process.

3) Customer internal stimuliA person also insist itself to drink juices due to its internal desire to drink juice. It is called

internal stimuli.


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Factors stimuli to purchase:-

There are following factors that insist the person to buy the juices. These are

Thirst

Taste & Flavor

Healthiest

Most persons drink the juices due to taste and different fruity flavors. Many people like to drink

soft juices like nestle soft juices due to natural taste and flavor.

Similarly now a days people are more health conscious so due to fruity mixture they desired to

full fill their esteem needs and so they drink that juices.

Evaluate the alternative product:-

Customer evaluates the product by considering the brand company and their ingredients and

packing. They also check the taste, flavor and quality. If the flavor and ingredients are satisfied

for the customer can insist itself to buy that juice, otherwise customer may choose the

competitor`s juices.

Final Decision

Usually family main members take the final decision to purchase juices. But a single person also

can take that juice according to his or her desire.

They also implement the purchase transaction. In a family if the main family member implement

the purchase transaction and whole family drinks the juices. Juices are disposable means after

drinks mostly packing of the juices are disposed.


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Consumer Buying Behavior

Consumer Buying Behaviorcan be measure by the questions like What consumers buy , where they buy ,

how they buy, how much they buy , when they buy and why they buy??

So, Consumer Buying Behavior is the decision processes and acts of people involved in buyingand using products.

Wants are unlimited and the resources to satisfy these wants are limited. So the consumers think

rationally before buying any product.

There are four types of consumer buying behavior on the basis of buyer involvement while

purchasing any product.

Complex Buying Behavior:-

When the consumer is highly involved in the buying and there are significant differencesbetween brands then it is called Complex Buying Behavior.

Variety Seeking Behavior:-

In this case consumer involvement is low while buying the product but there are significant

differences between brands, then it is called Variety Seeking Behavior.

Dissonance Buying Behavior:-

When the consumer is highly involved in the purchase but there are few differences between

brands then it is called Dissonance Buying Behavior.

Habitual Buying Behavior:-

When there is low involvement of the consumer and there are few differences between brands

then it is known as Habitual Buying Behavior.

Consumer Buying Behavior is likely to be influenced by physiological, psychological and

sociological factors.

consumer buying behavior of consumers towards nestle

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