Buying process

                                CONSUMER BEHAVIOR

When a consumer thinks of purchasing  a product he covers a lot of stages which eventually help the costumer in deciding what to buy and what not to buy.

The  factors that influence the buying behavior of a customer are : 

A. Personal

B. Social 

C. Psychological 

     

           Personal : There are personal choices of customers who prefer one taste or the other or may be other choices depending on them. Some may prefer dairy milk over kit kat. 

  

           Social : At times a customers decision are influenced by the society he /she lives in. Family , friends, society influence consumers choices. 

           Psychological :  These are the factors such as motivation, perception, learning, beliefs and attitudes which tend to influence the minds of the consumer. kitkat as a product is not affected by these factors as it being  FMCG product.

                                    CONSUMER BUYING PROCESS

Customer Value

Customer Value is what customers desire in a product or service and what they perceive after having purchased that product. For any business organisation understanding customer value is of utmost importance. Customer value is the benefit that a customer will get from a product or service in comparison with its cost.

                           

                                                                                                                                                                                        

  There are two aspects to customer value:

Customer Perceived Value : it is  how a customer  anticipates the benefit of a product or a service and the cost incurred for receiving those benefits.

 Customer Desired Value : it refers to what customers desire in a product or service.  their desired value is their satisfaction  example: quality, taste, brand etc. whatever satisfies their desire depending on the product.

 Kit Kat customer value :

                               Nestlé successfully delivers customer value through the following : 

    Quality : kit Kat is a chocolate of quality which has always tried to maintain its position in market without compromising with its quality .It ois very low in cholesterol and in not unhealthy for children to consume , its quality is maintained at every level of production.

    Availability: kit Kat is available at maximum stores in India it is trying to reach more customers with its new range of kit Kat chocolate wafers which is not yet available at all places in India. it is trying to bring in a variety of kit kat products in the Indian market, as of now in India the widely used kit kat product contains only chocolate 

   Affordability: Kit Kat even after keeping its quality intact is affordable and can be purchased at a price as low as 5 rupees and thereafter its price  range increases depending on the quantity and quality.

An Introduction to Kit Kat

Kit Kat, a slender crisp wafer fingers covered with chocolate was created by Rowtree's of York, England which was later acquired by nestle in 1988 , and is produced in 15 countries except in United States.                                           

                                         Kit Kat when introduced in 1935 was called as chocolate crisp which in 1937 was finally named as kit kat. According to the Guinness book of world records every second 540 kit kat chocolates are consumed around the globe.

                                          The product was developed as a four finger water crisp which has a breaking ritual attached to it. Kit kat was first advertised on TV back in 1957 and its first color advert in 1967 in 2004 a massive 39000 tons of kit kat were sold , that's 107 tons a day.
                                              In 1990 manufacturing operations were set up in India. around the world there are around 35 varieties of Kit kat. Have a break, have a Kit Kat is the tagline of nestle Kit Kat.

Kit Kat squirrels ad