UNIVERSITY OF CENTRAL PUNJAB

Names: Ayesha Javed (L1F16BBAM0059)

Aysha Mir (L1F15BBAM0219)

Arooj Masood (L1F16BBAM0076)

Nadir Warraich (L1F16BBAM0086)

Mehwish Iqbal (L1F15BBAM0470)

Submitted to: M. Usman Mumtaz

Subject: Consumer Behavior

Date: 20th June, 2019

Presentation Report
Table of Contents
Problem identification: ................................................................................................................................ 2
PRODUCT DEVELOPMENT: ........................................................................................................................... 2
Our competitors are: .................................................................................................................................... 3
Maslow’s Hierarchy: ..................................................................................................................................... 4
1. Physiological needs: ......................................................................................................................... 4
2. Safety needs: ........................................................................................................................................ 4
3. Love and belongingness needs: ........................................................................................................... 4
4. Esteem needs ....................................................................................................................................... 5
5. Self-actualization needs: .................................................................................................................. 5
Developing a Classical Conditioning and Operant Conditioning Learning Plan: ........................................ 7
Classical Conditioning: ............................................................................................................................. 7
Operant Conditioning:.............................................................................................................................. 7
Exposure: .................................................................................................................................................. 7
Social Media: ......................................................................................................................................... 7
Email marketing: ................................................................................................................................... 7
Offer a subscriber-only discount:.......................................................................................................... 7
Attention: ................................................................................................................................................. 8
Interpretation: .......................................................................................................................................... 8
Memory: ................................................................................................................................................... 8

1
 Problem identification:
Now a days, most are people are doing their jobs or busy somewhere in their life’s. They don’t
have time to go to market and buy food or other products for their self’s. Many Company’s tried
to ease their life like by Ekea or subzi.pk but according to us that not so help full. Moreover, ratio
of women empowerment is increasing and house hold wives are decrease in numbers and
women are also in their jobs and they are not properly manage their house. Other reason for
lunching that product id that most of the people are like to live healthy life style and tried to be
healthier. And our product is also continent for hostel students who live alone and want a healthy
life style. They are very careless about their health that’s why they can be fit and healthy by using
our product.

PRODUCT DEVELOPMENT:
As stated above, people have extreme busy schedules which in turn is leading towards their
health deterioration. People are more eager towards fast food which is served quickly rather than
cooking at home fresh and healthy food.

To solve this problem we have decided to bring CONDENSED FRESH JUICE, which would be made
with natural fruits. The process of manufacturing would only involve the conversion of the fruit’s
state. It would be free from preservatives, no artificial flavor and sugar would be added to
maintain its natural state. On the other hand, the expiry date of the product would be only for a
week, consumers need to consume it within seven days and it should be refrigerated. Moreover,
we would only be adding fruits which would be available according to the seasons.

For example, currently we would be incorporating only four seasonal fruits easily available in
Pakistan:

1. Apples
2. Falsa
3. Mango
4. Peach

2
 Likewise is winters we would shift to:

5. Apples (available throughout the year)

6. Oranges
7. Guavas
8. Avocados

Moving forward, though we would not be adding any artificial flavors, but the price for product
would be reasonable and budget friendly. Keeping in mind our targeted customers. It would be
available in different departmental stores which will already be having Nestlé’s products.

Packing of the product should not be neglected as customers are usually attracted through the
outer appearance of the product. First of all it would be available in three sizes:

1. 250 ml (for people on the go and children)

2. 750 ml (for hostel students and people living away from their families)
3. 1.5 liter (for bigger families)

The juices would be packed in a tetra pack to product it from all the outer bacteria’s. And for
the convenience of people packs would be having a facility of cap so that it could be repack able
except the container of 250 ml.

Our competitors are:

1. Shezan
2. Pulpy
3. Slice
4. Rani

 Our product is different from competitors because our product is cost friendly.
 Competitors are increasing their prices but we will sustain our price so that students, office
going people and kids can enjoy juice at reasonable price.

3
  Society’s lifestyle is changing, people are now more aware of health issues and healthy
products. So keeping this healthy life style in mind our juice is totally pure and full of fruits juice.
Our competitors are using artificial flavors but we are using fresh fruits only.
 Our product is environmental friendly our juice packet will decomposed as soon it get buried
unlike our competitors they are using plastic bottles.
 We will mention vividly our juice’s expiry date which is very short just for 7 days because it’s
natural pure juice of fruits so it will expire soon.

Maslow’s Hierarchy:

Maslow stated that people are motivated to achieve certain needs and that some needs take
precedence over others. Our most basic need is for physical survival, and this will be the first
thing that motivates our behavior. Once that level is fulfilled the next level up is what motivates
us, and so on.

1. Physiological needs:

These are biological requirements for human survival, e.g. air, food, drink, shelter, clothing,
warmth, sleep. The basic physiological needs are basic needs these include the things that are
vital to our survival. For example Nestle juices fulfill the basic physiological need of drinking. In a
hot summer day a person wants to have a tasty natural drink which provides well keeping quality
and flavor constant each time.

2. Safety needs:

Since they are providing us with healthy and full of nutritious drinks. So, by having them our need
for safe and healthy diet is satisfied.

3. Love and belongingness needs:

With Nescare we develop a sense of belonging and love because of the way it makes connection
with us, providing the exact combination of flavors that we need to have.

4
4. Esteem needs:

Maslow indicated that the need for respect or reputation is most important for children and
adolescents and precedes real self-esteem or dignity. Esteem is self-respect .Nestle give honor in
following ways:

Career management center

Training and development program.

Shared responsibilities between employees and manager.

Nestle fully supports the United Nations Global Compact’s two guiding principles on human
rights. Nestle therefore supports and respects the protection of international human rights
within its sphere of influence.

5. Self-actualization needs:

Realizing personal potential, self-fulfillment, seeking personal growth and peak experiences.
Maslow explained referring to the need people have to achieve their full potential as human
beings.

5
6
 Developing a Classical Conditioning and Operant Conditioning Learning
Plan:

Classical Conditioning:
A learning process that occurs when two stimuli are repeatedly paired: a response which is at first elicited
by the second stimulus is eventually elicited by the first stimulus alone.

Operant Conditioning:
Operant conditioning is a method of learning that occurs through rewards and punishments for behavior.
Through operant conditioning, an individual makes an association between a particular behavior and a
consequence.

Interpre-
Exposure Attention Memory
tation

Exposure:
Social Media: We will expose our product to the public by using social media. We will use social media
networks to market and promote our product.

Email marketing: It is the strategy to promote a product and is likely to remain there. Email marketing
consistently converts at a higher rate than social media.

Offer a subscriber-only discount: Build discounts into our marketing strategy and use them wisely.
Keeping in mind that we want to reach new customers and encourage repeat business without cutting
too far into our profits. Let’s say you want to use a button on your site to share and promote a product or

7
turn around an abandoned shopping cart. Remember that free shipping has a high perceived value, as do
buy-one-get-one-free (BOGO) offers.

Attention:
We will make fun packaging of our products that will grab consumers attention. Creating convenience for
our customers by creating sealable packaging so that its freshness lasts longer.

Interpretation:
By understanding the needs and wants of the consumer we have decided to give them variety of flavors
and keeping in view that people prefer to have healthy lifestyle. Thus, we have introduced our Nescare.

Memory:
Advertising our product in such a way that it can be easily memorized by adults as well as children who
are very fond of watching animated character or watching their favorite actor/actress on television. Or by
making a humorous ads which a person can recall by seeing our product.