Consumer Behavior Analysis Of Brand Nivea - Free Sample Solution

Question: Discuss about the Consumer Behavior Analysis of Brand Nivea. Answer: Introduction The report discusses the consumer decision making process for the brand Nivea. The report aims to find out how a consumer makes a choice to buy a product which is required on daily basis. It would evaluate the brand Nivea that how a consumer is attracted towards the brands product and the factors that influences the decision of the consumer before buying the product. Nivea Nivea is a personal care brand that provides specialized body care and skin care products. Nivea has entered the household products of almost every Australian and has established a trust among the consumers. It has become one of the family products because of its trust that it has build over hundred years. Nivea provides a wide range of personal care products such as bath care, body care, deodorant, lip balm, sunscreen etc. Its products are available at supermarkets. With the emerging technologies, Nivea has also started selling its product on online stores (Nivea, 2016). Consumer Decision Making Process Need recognition: Before purchasing any product, a consumer must have a need for that product. Consider an example of nivea soap for which the need would be taking bath. The product should satisfy the customer requirement. Nivea soap is required on daily basis by the customer therefore, a consumer would need to buy the product almost every month in order to fulfill his need (Lantos, 2015). Information search: Now a consumer would search the information related to soap for which he may ask friends and family to consider their opinions, he may himself search the product on internet to familiarize himself with the available options of brands, he may consult a dermatologist or a consumer might have seen some television ad or a poster in the market by which the consumer was delighted or attracted. This means a consumer would definitely make a thorough search before purchasing the product to gather the information on brands available in the market (Wright, 2006). Evaluation of alternatives: The consumer would now evaluate all the options that have been collected through different resources. He may attracted by certain product because it is suitable to his skin type, the prices is under the budget. Now the consumer would evaluate different options such as nivea, dove etc. He would also consider the prices of the product and value for money he is getting along with the product. Here, the different advertisements of nivea and its competitors would influence the mind of the consumer (Lantos, 2015). Purchase decision: Now the consumer would be purchasing the nivea soap after considering its price and the advertisement and word of mouth publicity of the product (Wright, 2006). Post purchase behavior: The consumer analyzes the value for money of the product after purchasing the product and recommends it to other persons of his family and groups (Noel, 2009). Consumer Behavior Cultural Factors Cultural factors consist of the human ideologies and moral values of the group. They determine human behavior within a society through various customs and traditions. Sub-Culture Culture is further divided into the sub cultures categorized as age, religion, gender, geographical locations, status etc. Nivea offers its wide product range for both the genders men and women. It offers customized products to suit the requirement of Australian customers their skin type, the weather and climatic conditions. Niveas products are generally bought by the low end consumers and thus, a consumer with a high social status would not buy Nivea (Pfeiffer, 2002). Social Factors Social factors can be categorized into reference groups, family and role and status. Since Nivea is a low level consumer product therefore, a person belonging to a low income level would be likely to buy nivea product. Individual Factors Individual factors include age, personality, lifestyle and personal thought process. Niveas product are designed for the people of all age groups. A person whose economic condition is not very sound and is earning low income would prefer nivea products (Sokolowski, 2013). Psychological Factors Psychological factors can be categorized as motivation, perception and beliefs and attitudes. The way a consumer has grown up knowing about a brand influences the decision to buy the product of that brand. Nivea is a specialized personal care brand for low income level group (Mooij, 2010). Maslows Hierarchy of Needs Nivea would be placed under the physiological need as per the Maslows Hierarchy of Needs model. Physiological needs are those needs without which a body cannot function properly for example air, water, food, clothing, shelter etc. This means that these are our daily needs and requirement. Now the products of Nivea are bath care, face care, deodorant and other body care products which are required on daily basis and one cannot take a bath without soap or a face wash. Thus Niveas product would be categorized under the physiological needs of Maslows Hierarchy of needs (McGuire, 2012). Conclusion The report has analyzed the consumer decision making process for Nivea which is a personal care brand. From the report it can be concluded that Nivea targets low income level consumers and has priced its products accordingly. It is placed under the physiological needs of Maslows Hierarchy Model. References: East, R., Singh, J., Wright, M., Vanhuele, M. (2016). Consumer Behaviour:Applications in Marketing. California: SAGE. Lantos, G.P. (2015). Consumer Behavior in Action:Real-life Applications for Marketing Managers. London: Routledge. McGuire, K.J. (2012). Maslow's hierarchy of needs. An introduction. Munich: GRIN Verlag. Mooij, M. (2010). Consumer Behavior and Culture:Consequences for Global Marketing and Advertising. California: SAGE. Noel, H. (2009). Basics Marketing 01: Consumer Behaviour. Switzerland: AVA Publishing. Parsons, E., Maclaran, P. (2009). Contemporary Issues in Marketing and Consumer Behaviour. Burlington: Routledge. Pfeiffer, I. (2002). Consumer Behavior - Consumer as Decision Maker with cultural background. Munich: GRIN Verlag. Rakowski, N. (2011). Maslow's Hierarchy of Needs Model - the Difference of the Chinese and the Western Pyramid on the Example of Purchasing Luxurious Products. Munich: GRIN Verlag. Sokolowski, O. (2013). Influences and Attitudes Within Consumer Behaviour Process. Munich: GRIN Verlag. Wright, R. (2006). Consumer Behaviour. London: Cengage Learning EMEA.