Changing Consumer Behaviour. Analysis of Behavioural Concepts based on the Example of Cadbury Dairy Milk

Dossier / Travail , 2019 , 33 Pages , Note: 1,0

Sociologie - Consommation et Publicité

In recent years, the UK chocolate confectionery market has been characterised by a high level of competition. Nevertheless, Cadbury Dairy Milk has managed to be the market leader, counteracting the overall decline in the segment with a growth of 4% in 2017. This development has been built on high levels of trust among their customers and the perception of them offering good value for money which reflects their long history in the market and extensive advertising efforts (Winter, 2018). It can be said that advertising creates and transfers social trends as well as core beliefs and values which entail the formation of an attitude and can result in a purchase intention (De Mooij, 2004, 312). Understanding how people choose between several similar products and brands as well as how they arrive at their choice, can be seen as an important aspect among marketers. Theories have been developed to describe how people make their decisions and what might influence their decision-making process. Consequently, it has become a key strategy for marketers to change consumers' behaviour and alter their attitudes towards a company, product or service through advertising (Adhikary, 2014).

Based on this, the aim of this paper is to critically examine the impact of behavioural concepts on consumers and their decision-making process. Due to practical constraints, this paper cannot provide a comprehensive review of all theoretical concepts and therefore, the following two models have been chosen: operant conditioning and Attitude-Toward-The-Ad model.

Each of these models will be explained theoretically and then applied to a recent advertising campaign of Cadbury to analyse the effectiveness and the impact of the campaign on consumers. Subsequently, recommendations will be given on the basis of the findings.

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 2 Theoretical Framework
• 2.1 Operant Conditioning
• 2.1.1 Reinforcement and Punishment
• 2.1.2 Strategic Applications
• 2.1.3 Limitations
• 2.2 Attitude-Toward-the-Ad Model
• 2.2.1 Antecedent
• 2.2.2 Limitations
• 3 Analysis of the Behavioural Concepts on the basis of Cadbury's Social Media Posts
• 3.1 Application of Operant Conditioning
• 3.2 Application of Attitude-toward-the-Ad Model
• 4 Recommendations

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This paper aims to critically examine the impact of behavioural concepts on consumers and their decision-making process. Specifically, it focuses on the application of operant conditioning and the Attitude-Toward-The-Ad model in the context of a recent Cadbury advertising campaign. The paper seeks to analyse the effectiveness of the campaign and its impact on consumer behaviour, ultimately providing recommendations for future marketing strategies.

• Impact of behavioural concepts on consumer decision-making
• Application of operant conditioning in advertising
• Effectiveness of the Attitude-Toward-The-Ad model in influencing consumer behaviour
• Analysis of a recent Cadbury advertising campaign
• Recommendations for future marketing strategies

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction This chapter provides an overview of the UK chocolate confectionery market, highlighting the competitive landscape and Cadbury Dairy Milk's position as market leader. It also introduces the importance of understanding consumer decision-making processes and how advertising can influence attitudes and purchase intentions.
• Chapter 2: Theoretical Framework This chapter delves into the theoretical frameworks of operant conditioning and the Attitude-Toward-The-Ad model. It explains the core principles of each model, including the concepts of reinforcement and punishment in operant conditioning, as well as the antecedent factors that influence attitudes toward advertising.
• Chapter 3: Analysis of the Behavioural Concepts This chapter applies the theoretical frameworks from Chapter 2 to a recent Cadbury advertising campaign. It examines how the campaign leverages operant conditioning principles and explores the potential impact of the campaign on consumer attitudes and behaviour.

Schlüsselwörter (Keywords)

This paper focuses on consumer behaviour, advertising, operant conditioning, Attitude-Toward-The-Ad model, Cadbury Dairy Milk, marketing strategies, and decision-making processes.

• Université: University of Lincoln
• Note: 1,0
• Auteur: Anonym (Auteur)
• Année de publication: 2019
• Pages: 33
• N° de catalogue: V535671
• ISBN (ebook): 9783346129260
• ISBN (Livre): 9783346129277
• Langue: anglais
• mots-clé: consumer behaviour, operant conditioning, attitude-towards-the-ad model, behavioral concepts