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Consumer Behaviour Analysis. The "Innocent" Smoothie

Name: Consumer Behaviour Analysis. The "Innocent" Smoothie
Price: 17.95 EUR
Availability: InStock
Author: Charlotte Brodtkorb
ISBN: 978-3-668-83430-9

Term Paper, 2012

22 Pages, Grade: 1,3

Charlotte Brodtkorb (Author)

Excerpt

1. Terms of Reference

2. Introduction: About the Innocent smoothie

3. Segmentation, Targeting, Positioning
3.1. Segmentation Approaches used by Innocent
3.1.1. The Innocent smoothie consumer in the VALS Framework
3.2. Target Customer Profile
3.3. Positioning of the Innocent Smoothie

4. External Influences on the consumer’s decision
4.1. Reference Groups
4.1.1. Families and Household decision making
4.1.2. Friendship groups

5. The Buying Process
5.1. Problem recognition
5.2. Information Search
5.3. Evaluation of Alternatives
5.4. Purchase
5.5. Post-purchase Evaluation

6. Innocent’s Marketing Efforts
6.1. Product
6.2. Price
6.3. Promotion
6.4. Place

7. Conclusions and Recommendations

Bibliography

Appendices

Excerpt out of 22 pages

Details

Title: Consumer Behaviour Analysis. The "Innocent" Smoothie
College: European Business School London / Regent's College
Course: MKT6A7 - Consumer Behaviour
Grade: 1,3
Author: Charlotte Brodtkorb (Author)
Year: 2012
Pages: 22
Catalog Number: V448720
ISBN (eBook): 9783668834293
ISBN (Book): 9783668834309
Language: English
Keywords: Consumer Behaviour, Analysis, Innocent, Innocent Drinks, Smoothie, Segmentation, Targeting, Positioning, Marketing, Marketing Mix, 4Ps, Buying Process, Consumer Decision-Making

Quote paper: Charlotte Brodtkorb (Author), 2012, Consumer Behaviour Analysis. The "Innocent" Smoothie, Munich, GRIN Verlag, https://www.grin.com/document/448720

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