Lays and chio case study consumer buyer
In 1990s kan fy other german brands l chips and they are saying that taste of chips in hungary is
v imp and
1) Habitual (impulse buying)
2) Not in the evoked set of consumers
3) Distrupt strategy – we need ppl to distruopt their decisions and change them (buy lays
rather than chio) – we should use the strategy in the store bec they buy it from the
store. Decrease their price than other competitors/ sampling (let them try it for free) /
advertise them being a superior quality product (sustainability/healthier) / competitions
/ improve packaging (metallic foil packaging)
4) Operant conditioning (meaning we take way smth negative and keep repeating the
positive) – so we want to use positive reinforcement or negative reinforcement – split
budget between advertisments and sales promotion
We’ll do cross selling ma3 pepsi w an ad fee jingle maslan w law nowadays yeb2a
facebook w han3ml free sampling – fakes discount caue kda beyhases el nas eno quality
olayela
What they actually did was out money in the bag w kda its variable reinforcement w
gabo bebo a soccer player famous fa da celebrity yaani
Iconice route learbing when you tell ppl facts- Clorox kills 99.9% of germs so u
remember it
Vicarious observational – when u watch someone using the product and they get
compliments so u use it as well
You bring in a celebrity eating cheesy and you like it then you learn that chipsy is good
and obviously you trust the celebrity there are other things that relate to the message
source but one of them is we learn through vicarious the third one is analytical
reasoning with analytical reasoning we start using metaphors once you see and admire
the metaphors that is another reason because you're involving your consumers or your
audience you're making them think what you wanna say what do you mean OK so we
call that analytical reasoning is the highest level of cognitive seen several examples if
you open the PowerPoint and we have examples you know just collected those
PowerPoints that we're gonna revise but if you open the PowerPoint for for the learning
theories you will find a lot of a lot of like at least four or five examples for cognitive
learning theory specific people analytical reasoning OK if you remember one of them
was an ad about smoking Oh yeah OK check the slides if you have any questions about
them let me know we can set them off OK do you have any questions for me any topics
that being
