Buyer Behaviour in Relation to Chocolate Products – Marketing

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MAS7481
Marketing Assignment

Confectionary products and particularly chocolate is among the products that are the most consumed by Australians thus, is among the most popular snack food making up almost 77% of the sales of confectionery products of billion dollars. The purchase decisions of the consumers
depend upon the buying behaviour of consumers. For an organization, it is necessary to recognise the behaviour of the consumer towards the products in order to create value for them. A large population in Melbourne too consumes chocolate and chocolate related product and the
people of almost all age groups are found buying and consuming chocolate. Donald B must consider the consumption process stages of the consumers so that their needs can be satisfied on an individual basis. It has further been determined that the most of the Australian chocolate
consumers buy their favourite chocolate bars from the supermarkets with almost one-third of the population in Australia, within a month, prefer buying at least one bar of chocolate. Chocolate bars from the supermarkets are mainly bought more by the women as compared to men. For this reason, the strategy to be adopted by Donald B of selling chocolate through Coles, Woolworth and Aldi would be successful in creating profits for the company. It is still, however, be impractical for the company just to compete on the basis on selling the products through the supermarket, an understanding of the consumption habits, for this reason, is equally important
Microenvironment Analysis

The competition within the chocolate industry Australia is tough thus it would be essential for Donald B to develop positive relationships with its suppliers in Australia as well as on the international level. Higher bargaining power for the well-known companies and suppliers has been observed. The confectionery industry in Australia mainly relies on complex agro-business supply chain and the chocolate manufacturing companies, for this reason, already have large purchasing powers and good relations with the suppliers of agricultural commodities in
Australia. Donald B must have to struggle first in the Australian market since the companies already leading the Australian Confectionery industry already have the main power over the suppliers and have bulk of raw material like milk, cocoa, nuts and other such special ingredients that are satisfying their essential needs of chocolate production and its further related products (Nayeem and Casidy 2015). As compared to the medium-sized businesses, the large companies such as Cadbury are able to buy the raw materials in bulk and at much lower prices thus having a high bargaining power (Bradley 2011).
Buyers

There exists a large buying power for the chocolate consumers in Australia with largest confectionery producers already existing in Australia. The well-known and largest companies in Australia already have their buyers with the international brands having the consumers that are
already scattered all around the world and they are in billions. The people consuming chocolate are not more subjective to the prices, however, the loyalty of the customers may be altered by the increasing number of competitors offering the same products at much lower prices on an international level as well as in the Australian confectionery industry. Donald B, for this reason, must need to be very precautious regarding in what prices the products would be offered to the consumers as keeping the customers satisfied by all means must need to be their first priority. The bargaining power of buyers, on the whole, is moderate with lacking the threat of backward
integration and the low switching cost of buyers (Cahyorini and Rusfian 2012).

Uploaded By : celina
Posted on : April 02nd, 2018
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