Description "Today's youth are no fools and are far more sophisticated than they were 20 years ago, when many of today's youth advertising guidelines were written", says Jerry Mc Gee who ran perhaps the largest advertising agency. Marketing to the youth is a delicate issue. Because of the combination of color, sound and action, television attracts more viewers than any other medium with the exception of cinema.
Food products often involve the general marketing approaches and techniques applied the marketing of other kinds of products and services.
In food marketing, topics such as test marketing, segmentation, positioning, branding, targeting, consumer research, and market entry strategy, for example, are highly relevant. In addition, food marketing involves other kinds of challenges--such as dealing with a perishable product whose quality and availability varies as a function of current harvest conditions.
The value chain--the extent to which sequential parties in the marketing channel add value to the product--is particularly important.
Today, processing and new distribution options provide increasing increasing opportunities available to food marketers to provide the consumer with convenience. Markting, services, and processing Advertisements and their impact on consumer do, however, result in significantly higher costs.
In the old days, for example, consumers might have baked their own bread from locally grown flour. Demographics and Food Marketing. The study of demographics involves understanding statistical characteristics of a population.
In the United States and Germany, for example, birth rates are relatively low, so it can be predicted that the demand for school lunch boxes will probably decline. Therefore, firms marketing such products might see if they, instead, can shift their resources toward products consumed by a growing population e.
Food marketers must consider several issues affect the structure of a population. For example, in some rapidly growing countries, a large percentage of the population is concentrated among younger generations. In countries such as Korea, China, and Taiwan, this has helped stimulate economic growth, while in certain poorer countries, it puts pressures on society to accommodate an increasing number of people on a fixed amount of land.
Because Germany actually hovers around negative population growth, the German government has issued large financial incentives, in the forms of subsidies, for women who have children. In the United States, population growth occurs both through births and immigration. Since the number of births is not growing, problems occur for firms that are dependent on population growth e.
Social class can be used in the positioning of food products. One strategy, upward pull marketing, involves positioning a product for mainstream consumers, but portraying the product as being consumed by upper class consumers.
For example, Haagen-Dazs takes care in the selection of clothing, jewelry, and surroundings in its advertisements to portray upscale living, as do the makers of Grey Poupon mustard. Another strategy, however, takes a diametrically opposite approach.
In at level positioning, blue collar families are portrayed as such, emphasizing the working class lifestyle. Many members of this demographic group associate strongly with this setting and are proud of their lifestyles, making this sometimes a viable strategy.
With declining birth rates, there is less demand for baby foods in general, a trend that will continue. Immigration has contributed to a demand for more diverse foods. Long working hours have fueled a demand for prepared foods, a category that has experienced significant growth in supermarkets since the s.
Food Marketing and Consumption Patterns. Certain foods—such as chicken, cheese, and soft drinks—have experienced significant growth in consumption in recent years. For some foods, total market consumption has increased, but this increase may be primarily because of choices of a subgroup.
For example, while many Americans have reduced their intake of pork due to concerns about fat, overall per capita consumption of pork has increased in the U. Consumption of certain other products has decreased.
Many consumers have replaced whole milk with leaner varieties, and substitutes have become available to reduce sugar consumption. Beef and egg consumption have been declining, but this may be reversing as high protein diets gain increasing favor.
Some food categories have seen increasing consumption in large part because of heavy promotional campaigns to stimulate demand. Food prices also tend to be lower in the U. This is because food prices are relatively low, compared to other products, here.
Food, in the United States, is sold in a diversity of outlets.For increasing the sale of their product, they are taking film stars and cricket stars in their advertisements of their products which are again very costly.
Therefore we took this as an opportunity to study different aspects of advertisements, their impact on consumer perception, etc. Demand Curves.. Total demand for a product results from adding the demand for each consumer.
Some consumers will have high levels of demand, or low elasticity, and others will be highly price elastic. In an age where everyone spends most of their day on social media, there’s no doubt that celebrities have an impact on our lives.
But marketing values have changed throughout the years. From once using a products’ attributes as the key point of selling, to involving celebrities, today it’s mainly about how well a company manages to educate consumers about the personal values, benefits.
Jan 20, · 1. They aren't influenced at all by advertising. Only 1% of millennials surveyed said that a compelling advertisement would make them trust a brand more. Social media has become the modus operandi of the 21st century. Building on the foundation of Web , social media applications have facilitated unprecedented growth in human interaction in modern times.
Advertisements and Their Impact on Consumer Buying Behaviour Words | 33 Pages. to the products or the services. In today's world, firms don't hold back in spending millions of dollars on advertising and marketing. The obvious reason being that the competition is very high and every firm wants to sell its product and make it a brand.