Onsumer Behaviour: NescafA© How their marketing mix influences consumer cognitive, affective and behavioural responses

Marketing mix stimuli (including products, brands, advertisements, packaging, point-of-purchase display) are designed and managed to influence consumer responses. For a consumer brand of your choice explain how marketing mix stimuli are used to influence consumer cognitive, affective and behavioural responses.”

Notes from the student:

The consumer brand selected is Nescafe.

I will attach a few files. The writer needs to have a look at them in order to fully understand the question and what is exactly required in this assignment. For example, I will attached the assessment criteria table, and the outline delivery of the module so that you know what has been studied in this module.

If there writer needs further information, I will also provide links to the lecture slides, and even audio recordings from the lectures and seminars.

Remember that this is about Consumer Behaviour, so things need to be looked at from the consumers perspective. There is quite a lot of advertising analysis required (in addition to the rest of the marketing mix stimuli).

The assignment needs to be written from a UK perspective. So, if you wanted to compare prices with competitors for example, you would need to use a UK supermarket website such as uk

The terminology you use is very important. So, instead of saying Reason”, you would use Motivation”. Other terms such as perception, cognitive, affective etc.

If you use video adverts, reference the link using the Harvard method, and of course describe them before analysing them and applying the different theories.

Having said that, when it comes to advertising analysis, it is preferable to focus more on print adverts, of which there are plenty available online. Let me know if you want some links. (these will also need to be referenced Harvard style).

These adverts, you can either copy/paste them within the assignments body (with references) before analysing them, or you can include them as appendices, referring to them as Appendix 1 etc.

The writer can contact me if they have any queries whatsoever, whoever trivial they may seem the important is please: if in doubt, do not guess, ask me.

Referencing Requirements:
Key text: there is no single key text though the following is highly recommended

Blackwell, Miniard and Engel (2006) Consumer Behaviour 10th Edition, Thomson South Western

It is very important that you read a range of consumer behaviour sources. A number of excellent books are listed here. There are many other titles available in the library.

Recommended Books

Solomon M et al (2006) Consumer Behaviour: A European Perspective, FT Prentice Hall, England

Schiffman and Kanuk (2010) Consumer Behaviour 10th (Global) Edition, Pearson

Foxall G et al (2005) Consumer Psychology for Marketing, Thomson, London

Evans M, Jamal A and Foxall G (2010) Consumer Behaviour 2nd Edition, Wiley

Catherine Jansson a Boyd Consumer Psychology (2010) McGraw Hill

East R, Wright M and Vanhuele M (2008) Consumer Behaviour Applications in Marketing

Peter JP and Olson JC (2008) Consumer Behaviour and Marketing Strategy, McGraw Hill

Journals
Journal of Consumer Behaviour, Journal of Advertising, Journal of Consumer Research