PRODUCT: COFFEE Interpret the combined impact of external and internal influence
ID: 456837 • Letter: P
Question
PRODUCT: COFFEE
Interpret the combined impact of external and internal influences on consumer purchasing patterns, specific to the coffee industry. Critique consumer attitudes toward the product or service. Assess at least three key situations in which the product or service is used or consumed. Assess at least three key segments of the consumer market that may use the product or service. Determine linkages between segments of the consumer population and consumption situations to external and internal influences. Evaluate consumer need gaps. Apply consumer need analysis to the development of possible marketing opportunities or marketing strategies that reposition the selected product or service to appeal to a different market. Project key trends of consumer behavior that are central to marketing planning and implementation, such as social media and emerging technologies. Evaluate these influences, trends, and segments for the selected product or service thoroughly, and summarize the findings. Discuss how these influences and trends relate to marketing practices and the building of a marketing strategy for your product or service. Discuss how marketing leaders can leverage this information.
Explanation / Answer
Each individuals diverse views and ways of life induce different needs and desires which influences his or her consumer purchasing patterns. Internal factors like Lifestyle (homemaker or working as an executive or temporary worker) self-concepts (coffee induces activeness etc.), attitude, motivation etc. and external factors like culture (different cultures have different influences) age group (chocolate shake to coffee), substitutes available in the market for coffee (tea etc.), play a major role in consumer purchasing patterns, specific to the coffee industry.
Consumer attitude towards the coffee industry is mainly developed on how the consumers perceive the product coffee as a whole. Unlike older days, this perception is now built & depends on the advertisements and marketing done by different big brand like Starbucks or Café coffee day (India) etc. Cofee has become synonym to group chats and get-together apart from the usual daily routine morning or office break coffee. Due to very less Brand loyalty for cofee product, how it is served or add on services make a very important aspect of this industry
Segmentation as per Age: Work: Culture
Children / Teens – This group within the age group of 5 to 16 (assuming below 5 drink only milk) mainly belong to school going students. This is not a morning coffee kind of group and mainly their coffee consumption is limited to Cold coffees or coffee cakes etc. The Culture plays a major role on the choice of drink, as for example in some cultures, children below 12 are not allowed to drink coffee as it is considered to contain ingredients not fit for growth (physical or mental). Branding and marketing of café culture has great influence in this group, but the price sensitivity is a major block for this group (all belonging to non-working and dependent to parents income)
Mid teens to early twenties (17 to 25) – This group includes college going, with temporary jobs (some) segment. The price sensitivity is very high here as money saving and money ownership is the trend for this age group. They require a peaceful environment or some of them like to have fun & gossips. Culture has some influence at this segment (as mostly sharing and self-dependents) belong to this group, who move outside their house for work and study etc.
Middle aged - This group within the age group of 26 to 65, mainly belong to different income and education levels. This group may be subdivided in to working, home makers and high class business or executives. The class belongingness like business meeting at high priced food chains cater to higher income group whereas simple and small coffee shops with medium pricing for small work breaks are two extremes of this segment, and is open for marketing companies to establish themselves here (huge gaps to fill in). Culture has very minimal or no influence here.
Old aged – this segments includes 65+ senior citizen, are price sensitive, and mostly back to cultural roots, with no or limited affect of the marketers and advertisements.
Related Questions
Navigate
Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.