Buyer behaviour- how buyer Behaviour Is Used In the Context of Essay

Buyer behaviour- how buyer Behaviour Is Used In the Context of Marketing - Essay Example Also gives the reader an insight about the influence of buyer behaviour on the development of Nestle MilkPak’s marketing mix within the packaged milk industry; it shows how the product, price, placement, and promotion of the product have been altered to best fit the consumers’ choice and also encourage positive buyer behaviour, which in turn induces consumer loyalty and attracts more consumers. In addition to this, the report also discusses the different marketing communication channels and how they are being used by the company to influence the consumer decision-making  process with regard to the consumer decision-making model, the technique that has been applied by the company and how it influences the purchase of their product.   Aims and Objectives: Following are the aims and objectives of the report: To understand the importance of buyer behaviour in the Packaged Milk Industry, specifically for Nestle MilkPak with regard to market segmentation, target market as well as product positioning. The influence of buyer behaviour on the development of Nestle MilkPak`s marketing mix within the packaged milk industry i.e. ... applied by the company and how it influences the purchase of their product.   Nestle The Company: In 1866, Henri Nestle founded the Nestle Company in Vevey, Switzerland and its headquarters are still based there to date. Its factories and operations are spread all over the world, with approximately 280,000 global employees. Its sales for 2010 were almost CHF 110 bn. Nestle is one of the top Nutrition, Health and Wellness companies in the world, pursuing the mission of "Good Food, Good Life". The company aims towards providing its consumers with tasty and nutritious food in a wide range of food and beverage categories. (Nestle.com 2011) Nestle MilkPak: MilkPak by Nestle is well known for its nutritious value and uncontaminated natural taste. It has added nutritious value of Iron, Vitamin C and Vitamin A, which is very beneficial for the health of the entire family. MilkPak is harmonized UHT milk that benefits from NESTLE’s expertise and is brimming with healthiness, wellness and nutrition. A single glass of MilkPak fulfils 20% Iron, 41% Calcium, 18% Vitamin A and 20% Vitamin C of an individuals’ daily requirement, as stated by Nutritional Reference Values, CODEX Alimentarius. (Nestle.pk 2007) Milk, as well as dairy products,  contain a vast quantity of nutrients and provide a shortcut of the supplying of these nutrients to the diet within moderately few calories. (The Dairy Council 2011) Milk is an important source of nutrition and its hygienic quality is important from public health point of view. (K. Muhammad, I. Altaf, A. Hanif, A. A. Anjum* and M. Y. Tipu 2009) Market Segmentation: Market segmentation can be divided into two broad categories, namely descriptive and behavioural. The descriptive market segmentation is done on the basis of descriptive