Running head: CONSUMER BEHAVIOR AND COMPETITIVE INSIGHTS 1

Promotions Project: Consumer Behavior and Competitive Insights

Consumer Behavior and Competitive Insights

1. What is the theory of “Consumer Behavior”?

A consumer behavior study encompasses cognitive, social, and emotional factors that

influence consumers' purchasing decisions. Psychological, sociological, economic,

anthropological, and marketing theories and concepts contribute to this field. Understanding the

way consumers make decisions, why they make those decisions, and how they act in the

marketplace is the goal of consumer behavior research (Zeugner-Roth, Žabkar &

Diamantopoulos, 2015).

It is rooted in the neoclassical economic approach that emphasizes the rationality of

consumer behavior. According to this approach, consumers make rational decisions based on

their preferences and the information available to them. By making rational choices, consumers

aim to maximize their utility by maximizing their satisfaction. Consequently, they analyze the

costs and benefits of different options rationally to determine their behavior.

In recent decades, however, the neoclassical view has been criticized for being limited in its view

of consumer behavior. Researchers have argued that consumer behavior is much more complex,

influenced by a variety of factors beyond rationality, such as emotions, social norms, cultural

factors, and personality traits. Therefore, consumers' decision-making is affected by a greater

number of factors than previously thought.

The theory of planned behavior (TPB) is one of the most influential theories in consumer

behavior. Several factors determine consumer behavior, including attitudes, subjective norms,

and perceived behavioral control. Attitude refers to how an individual evaluates a certain

behavior in terms of whether they find it positive or negative (Ting, de Run, Cheah & Chuah,

2016). Subjective norms describe the social pressure to behave a certain way. A person's
CONSUMER BEHAVIOR AND COMPETITIVE INSIGHTS 3

perceived ability to perform a behavior is what defines their perceived behavioral control. Those

three factors interact to determine an individual's intention to perform a particular behavior,

which results in the actual act being performed.

It is also important to pay attention to the social identity theory (SIT) if you want to

understand consumer behavior. Several factors, including nationality, ethnicity, gender,

occupation, and ethnicity, strongly influence an individual's identity in SIT. It is argued in SIT

that consumers' buying decisions are influenced by their desire to conform to their social group's

norms and express their social identities. A person may purchase products that are associated

with their social group or that conform to their self-concept.

Consumer behavior is a multifaceted and complex field that draws on a wide range of

disciplines to understand how individuals make purchasing decisions. To understand consumer

behavior more comprehensively, neoclassical approaches have been supplemented by other

theories, such as the theory of planned behavior and the social identity theory. To design

marketing strategies that appeal to their target audience, marketers must understand the factors

that influence consumer behavior.

2. What are the “consumer behaviors” associated with the customers that currently purchase

your products/services? 

Customers who purchase Mayo with Avocado Oil are likely to be influenced by multiple

factors based on the theories and concepts mentioned above. A positive attitude toward the

product can indicate that they value the taste, nutritional value, or other features of the product.

Furthermore, subjective norms may influence their decision-making, as they may have been

recommended or received good feedback regarding the product from their social circle. The
CONSUMER BEHAVIOR AND COMPETITIVE INSIGHTS 4

perception that customers have behavioral control could also play a role, since they may think

buying Mayo with Avocado Oil is within their reach and fits their budget.

Mayo with Avocado Oil may also be purchased by customers who value healthy eating,

natural products, or sustainability. The social identity theory suggests that consumers are

influenced by their desire to conform to their social group's norms and express their social

identities. Due to its conformity with their social group's values and fit with their self-concept,

they may choose this product.

A marketing strategy that appeals to its target audience requires understanding consumer

behavior. It is possible for marketers to tailor their marketing messages to consumers' buying

decisions by integrating the theories and concepts mentioned above.

3. What are the competitive insights you learned from the Consumer Behavior patterns of

the customers that currently purchase your product/service?

The following competitive insights can be leveraged in a new promotion based on the consumer

behavior patterns of Mayo with Avocado Oil customers:

 Promote the health benefits: Customers who purchase Mayo with Avocado Oil are

typically health-conscious and value natural, nutritious products. Avocado oil has healthy fats

and vitamins, making it a good choice for marketing to similar customers who are looking for

similar products.

 Make sure to highlight the taste: Customers who purchase Mayo with Avocado Oil may

enjoy the taste of the product. The unique and delicious taste of the product can be used to

differentiate it from other types of mayonnaise.

 Utilize social proof to gain a competitive advantage: Customers' purchasing decisions are

influenced by social norms. Potential customers are more likely to trust and believe your

promotion if you include customer reviews or testimonials.

 Promote sustainability: Customers who purchase Mayo with Avocado Oil may value

sustainability and eco-friendliness. To attract these customers, you may want to make sure that

the packaging and sourcing of the product are environmentally friendly. You may also want to

distinguish the product from competitors that do not prioritize sustainability.

An email marketing campaign or social media campaign that incorporates these

competitive insights can help to attract new customers who share similar values and preferences.

Mayo with Avocado Oil could be marketed on social media using customer reviews and

highlighting its health benefits and unique taste. You could also offer a discount code in an email

marketing campaign to encourage customers to try the product based on its sustainability and

eco-friendliness.

4. What is a “big idea” referring to an advertisement or promotion?

An advertising campaign's big idea is key to capturing the attention and imagination of

the target audience. Essentially, it creates a lasting impression in the minds of consumers and

distinguishes a brand from its competitors. An important attribute of a big idea is that it must be

creative, innovative, and relevant to the interests, needs, and aspirations of the target audience

(Larreguy, Marshall & Snyder, 2018). As well as aligning with the brand's marketing objectives,

it should also be consistent with the brand's identity and mission. An effective big idea can

generate buzz, excitement, and engagement among consumers, increasing brand awareness,

preference, and loyalty.

It is imperative for marketers to have a deep understanding of their target audience's

motivations, preferences, and behaviors before developing a big idea. Also, they should be aware

of social and cultural trends that influence the audience's lifestyle and worldview. The

combination of this knowledge and marketing expertise can help marketers develop a big idea

that resonates with an audience and captures their attention. It is crucial that the big idea be

consistent across all marketing channels and touchpoints, including advertising, social media,

PR, and experiential marketing (Badade& Shende, 2019). Marketers can drive business results

by creating a cohesive and memorable campaign around a big idea.

5. What is one new “big idea” about your product/service that you discovered in researching

and writing about CB theories and the factors that shift demand for your product/service? 

My research on Mayo with Avocado Oil led me to discover the product's potential to

appeal to health and wellness-conscious consumers. The monounsaturated fats in avocado oil,

along with anti-inflammatory compounds, may contribute to improved heart health and lower

chronic disease risk. The health and wellness trend is a key driver of demand for Mayo with

Avocado Oil, and it presents food manufacturers with the opportunity to target health-conscious

consumers.

Advertising Mayo with Avocado Oil to this demographic could emphasize the product's

health benefits and potential to achieve wellness goals. A range of diets, such as paleo, keto, and

vegan, could be highlighted, including the product's high monounsaturated fat content and

antioxidant properties. As an ingredient, Mayo with Avocado Oil can also be advertised as a

healthy alternative in a variety of recipes, highlighting its versatility.

Social media platforms could also be used to reach health-conscious consumers,

leveraging influencers and bloggers to showcase their products' versatility and health benefits.
CONSUMER BEHAVIOR AND COMPETITIVE INSIGHTS 7

Mayo with Avocado Oil can also be marketed as part of a healthy lifestyle through partnerships

with fitness and wellness brands (Hughes, Swaminathan & Brooks, 2019). It will be necessary to

leverage creative marketing strategies to reach health-conscious consumers where they spend

their time online in order to advertise Mayo with Avocado Oil to them.
CONSUMER BEHAVIOR AND COMPETITIVE INSIGHTS 8

References

Badade, K., & Shende, S. (2019). Impact of advertisement through social media on

undergraduate students in pune city. Sumedha: Journal of Management, 8(3), 347-357.

Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online

social influencers: An empirical investigation of sponsored blogging campaigns. Journal

of Marketing, 83(5), 78-96.

Larreguy, H. A., Marshall, J., & Snyder, J. M. (2018). Leveling the playing field: How campaign

advertising can help non-dominant parties. Journal of the European Economic

Association, 16(6), 1812-1849.

Ting, H., de Run, E. C., Cheah, J., & Chuah, F. (2016). Food neophobia and ethnic food

consumption intention: An extension of the theory of planned behaviour. British Food

Journal (1966), 118(11), 2781-2797.

Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism,

national identity, and consumer cosmopolitanism as drivers of consumer behavior: A

social identity theory perspective. IDEAS Working Paper Series from RePEc, 23(2), 25-

54.