Marketing 1

1. Introduction to Consumer Buyer Behavior

• Definition: The study of how individuals or groups select, purchase, use, and dispose of goods and services to satisfy their needs and desires.

• Importance in Food Marketing:

• Helps businesses understand consumer preferences.

• Identifies key purchase drivers such as health, price, and convenience.

• Affects product positioning, branding, and advertising strategies.

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2. Consumer vs. Buyer: Understanding the Difference

• Consumer: The end-user who consumes the product.

• Buyer: The person who purchases the product (may or may not be the consumer).

• Example: A parent buying food for their child – the parent is the buyer, but the child is the consumer.

A. Interaction Between Consumers & Buyers

• Businesses must appeal to both the buyer and the consumer.

• For B2B (business-to-business) markets, the decision-maker is often different from the end-user.

• Marketing strategies must consider who has the final purchasing power.

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3. The Consumer Buying Process

A. The 7-Step Selling Process

1. Opening – First impression and initial engagement.

2. Questioning – Understanding customer needs.

3. Listening – Active listening to tailor solutions.

4. Matching – Aligning products/services with customer needs.

5. Presenting – Showcasing benefits and value propositions.

6. Handling Objections – Addressing doubts or concerns.

7. Closing – Finalizing the purchase.

B. Customer Journey

• Awareness: Discovering the brand or product.

• Consideration: Comparing different options.

• Decision: Making the purchase.

• Post-Purchase Behavior: Satisfaction, reviews, and loyalty.

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4. Changes in Consumer & Business Behavior

A. Changes in Consumer Behavior

• Selective Spending: Consumers prioritize value and essential purchases.

• Preference for Online & Delivery: More people order food online instead of dining out.

• Healthier Choices: Increased demand for nutritious and safe food options.

B. Changes in Business Strategies

• Stronger Promotions: More discounts and loyalty programs.

• Delivery-Optimized Menus: Offering DIY meal kits and a-la-carte items.

• Co-Branding & Partnerships: Collaborating with other brands for cross-promotions.

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5. Business Strategies for Reaching Consumers

A. Winning in the Digital Age

• Strengthen Online Presence: Use social media, influencer marketing, and targeted ads.

• Leverage Delivery Platforms: Collaborate with food delivery apps for wider reach.

• Offer Customization & Convenience:

• Example: Allowing menu personalization for health-conscious customers.

B. Co-Branding & Partnerships

• Example: A beverage brand partnering with a bakery to offer exclusive pairings.

• Benefits:

• Increases brand visibility.

• Enhances consumer engagement.

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6. Key Takeaways

• Consumer behavior is evolving with a shift towards online purchasing, health-conscious choices, and value-driven spending.

• Businesses must adapt by offering affordable, healthy, and visually appealing food options.

• Digital marketing, co-branding, and delivery optimization are key strategies for success.

• Future food trends focus on engagement, authenticity, and health-driven innovation.