Take two products from the same product category and evaluate how advertising for similar products appeals to different types of consumer, making reference to appropriate consumer behaviour literature.

Petits Filous and Muller Corner is essentially the same product in the yogurt category. However they each have individual and unique selling points and marketing techniques that manipulate and target various consumer behaviours into choosing between the indirect competitors. Solomon et al (2009) p148 states ‘’consumer behaviour is the process individuals or groups go through to select, purchase, use and dispose of goods to satisfy their needs”, therefore consumers will follow a decision making process before purchasing a particular brand based on its personal benefits.

Lantos (2011) p67-69 identifies the decision making process of why and how the consumer chose that product. Although the two products have similar ingredients and are both low involvement and low risk products, they provide different benefits such as Petit Filous promoting healthy eating for children where as Muller create more luxurious healthy flavours for sophisticated adults. Consumers will follow decision processes of the problem of what they require from yogurt products based on the information the brand provides consumers and competitor’s promotions; the more advertising Muller or Petits Filous do, the more the consumers are aware of the brands qualities. Consumers evaluate the benefits of each brand, including price and make a decision on what is best for their personal needs. The brands require consumers attitudes to be positive and enjoy the taste and benefit of the product in order for consumer satisfaction to become frequent customers as Lantos p69 indicates. 

Consumers will have an existing heuristic knowledge and belief of what the brands have to offer before purchasing, they will have subconsciously and passively been exposed to the brands marketing techniques over time, which links to Solomon (2010) p246 idea of incidental learning where consumers “recognise brands and jingles for products they do not use”. From the advertised slogan “Petits Filous helps bones get stronger” and “Petits Filous is great for your child because it contains vitamin D and calcium”, the influential statements create a social pressure for parents to purchase Petits Filous for their children's healthy lifestyle. The fact that the adverts are French creates a USP for the brand as it is more memorable and different to English competitors, also Petits Filous (2012) believe that French eat healthier, therefore English consumers attitudes are to purchase the product because of its associations. The fruit names are also in French on the packaging, which allows parents to purchase the product for educational and cultural reasons.

Muller Corner’s ‘Best of British” television advert shows the product as an art form with classical music which stereotypically gives the brand a sophisticated representation which targets sophisticated and higher social class consumers. Celebrity endorser voice-over Miranda Hart will be more familiar with older consumers, especially women and therefore her involvement targets consumers who relate to her. Solomon et al (2006) p176 finds the idea of ‘source attractiveness’; the use of celebrity endorsement creates ‘’a persons personality, social status or similarity to the consumer’’. Therefore a credible celebrity will give the brand a credible, trustworthy and persuasive image that consumers will relate to.

Mullers classic British flavours ‘Eton Mess, Cherry Bakewell and Apple Pie’ target patriotic adults, and feature British rituals they can relate to. Mullers iconic theme tune is ‘Aint got No, I got Life’, the song was charted in 1968 and therefore aimed at this generation who can reminisce. PRS For Music (2010) found that the song was the second most successful song used in advertising from 2006-2010, therefore was a success for Muller.

Shiffman p186 finds that ‘elongated packaging is perceived to contain more volume’, Muller conform to the idea and add more to their packaging design; having a ‘twin pot’ encourages consumers into a false perception that they are eating more and effectively having more value for money. A larger portion initially targets adult consumers as they eat more. 

Where as Petit Filious use tiny pots, often in packs of six. The tiny pots are aimed at children who generally eat smaller portions, however the bulk pack allows adults, the purchasing customer to feel they are getting more for their money. The general packaging of Petit Filous is bright and contains children cartoons of boys and girls and the colours used are pink and blue which stereotypically targets both genders. Children will be more attracted to the bright packaging and parents can easily identify that it is for children and will be a simple purchase.

JKR (2011), the design company for Mullers packaging justify their choice in packaging; “Blue was chosen as the signature colour as it helps facilitate standout and premium qualities, while complementing the fruit shown on pack for maximum taste appeal”.  Obtaining premium designed packaging, leads to a higher social class consumer with more disposable income, the price of the product links to this with a six-pack costing £3.59 where as a six-pack Petit Filous costs £1.25; Tesco (2012). The price differentiates the consumers and their choice in which product to choose. Schiffman p195 discusses that “perceived price has a strong influence on both purchase intentions and purchase satisfaction”. Petit Filous are more likely to have products brought more frequently as they are made affordable, where as Muller will be seen as a treat/luxury to some consumers. The prices allows Muller to maintain a higher social status as Schiffman p195 finds “price is an indicator of quality”. 

Although both brands packaging contains fruit, Muller makes fruit look natural and luxurious, where as Petit Filous create a bright and simple look of the fruit. The different styles in imagery targets different consumers being adults and children who are eating the products for different reasons. Lifestyle choices are ‘expressed by peoples preferences’ as Solomon p165 finds; Children’s lifestyles are persuaded to eat healthily by adults/parents and Muller customers choose Muller as they personally desire a healthier lifestyle, Muller advertises ‘’only 4% fat product” to target this audience; Thank You Cows (2010).

Muller held a 36% share of the market in 2010; Dairy Co (2010), being popular with a large amount of consumers will influence others to purchase the brand on trend based on behavioural learning. Overall consumer’s different social class, age, family, lifestyle choices and product attitude knowledge and needs, control which brand of the same category to purchase.

References

Dairy Co (2011) Company Strategy and Performance Report. Muller.

JKR. (2011) Muller The Masterbrand.  [online] Available From: http://www.jkrglobal.com/2011/08/ [Accessed on: 13^th November 2012]

Lantos G. (2011) Consumer Behaviour in Action: Real Life Applications for Marketing Managers. [e-book]  New York: M.E Sharpe Inc. Available From: http://books.google.co.uk/books?id=JemkYebV5NYC&pg=PA21&dq=kotler+consumer+behaviour&hl=en&sa=X&ei=z0GlUNaMAcLA0QXXwIGoCQ&ved=0CD4Q6AEwAw#v=onepage&q=decision%20making%20process&f=false [Accessed on: 15^th November 2012]

Petits Filous. (2012) Growing Up With Goodness. [online] Available From: http://www.petitsfilous.co.uk/index.php?page=growing%20up%20with%20goodness&titleID=1&sectionID=1 [Accessed on 13^th November 2012]

PRS For Music. (2010).UKs Most Used Music Commercials Revealed. [online] Available From:

http://www.prsformusic.com/aboutus/press/latestpressreleases/Pages/Mostusedmusicincommercialsrevealed.aspx [Accessed on: 13th November 2012]

Schiffman L, Harvard H, Kankuk L. (2008) Consumer Behaviour: A Global Outlook. [e-book] Essex. Pearson Education Limited. Available From: http://books.google.co.uk/books?id=hOt8Cud4FMwC&pg=PA186&dq=elongated+packaging+is+perceived+to+contain+more+volume’,&hl=en&sa=X&ei=iRakUNvGNIaw0AXXgoGQCw&redir_esc=y#v=onepage&q=positioning&f=false [Accessed on: 13^th November 2012]

Solomon M. (2010) Consumer Behaviour: Enhanced Media Edition. A European Perspective. [online] Essex. Pearson Education Limited. Available From: http://books.google.co.uk/books?id=ESGIeHG3NDQC&pg=PA246&lpg=PA246&dq=incidental+learning+consumer+behavior&source=bl&ots=sxChmcJ38M&sig=PAmKeEQrA0UwDVtqHBNHe_X4Uhw&hl=en&sa=X&ei=_1KlUOCoDqfH0QX9qICoCQ&sqi=2&ved=0CDoQ6AEwBA#v=onepage&q=incidental%20learning%20consumer%20behavior&f=false [Accessed 15^th November 2012]

Solomon M, Bamossy G, Askegaard S. and Hogg M.K. (2006). Consumer Behaviour: A European Perspective. London: Prentice Hall.

Solomon M, Marshall G, Stuart E, Barnes B. and Mitchell V. (2009) Marketing: Real People, Real Decisions London: FT Press

Tam, Ming J. (2011) Journal of Consumer Behaviour. The moderating effects of purchase importance in customer satisfaction process: An empirical investigation. [online] 10 (4) 205-215  Available From: http://web.ebscohost.com.atlas.worc.ac.uk/ehost/detail?vid=7&hid=9&sid=5487b9d8-d959-4654-8433-0d6afb635e79%40sessionmgr113&bdata=JkF1dGhUeXBlPWF0aGVucyZzaXRlPWVob3N0LWxpdmU%3d#db=buh&AN=63250262  [Accessed on 14^th November 2012]

Tesco. (2012) Petit Filous. [online] Available From: http://www.tesco.com/groceries/product/search/default.aspx?searchBox=petit+filous&sc_cmp=tescohp_sws-1_petit+filous [Accessed on 15^th November 2012]