Consumer Behaviours Essay Example

targeted younger consumers, so removing the word "classic" would make the brand sound more contemporary and appeal to this demographic. Beverage Digest Editor John Sicher noted that "classic" doesn't convey a youthful and contemporary image to some people. [2] In 1985, the Coca-Cola Company showed that it was not immune to mistakes with the introduction of "New Coke."

The company's huge marketing blunder, in which it invested millions of dollars into research for a new formula and took the old Coke off the market, proved to be a humbling experience. Taste tests had indicated a preference for the new formula, but Coca-Cola failed to consider the emotional attachment consumers had with the original Coke. The extensive research and resources put into the development of New Coke could not compare to the deep emotional connection people had with the original. As a result, negative feedback about the New Coke started pouring in.

Chairman Roberto Crispulo Goizueta made an announcement during a press conference on July 11, 1985 (see Annex A), stating that The Coca-Cola Company would be reintroducing its original brand and formula due to the negative reception of New Coke. To indicate this change, the company added the word 'Classic' to its label (see Annex B) and returned to the original formula. However, after 24 years, The Coca-Cola Company now believes that there is no longer a need for the word 'Classic' on their product. This change in perception has resulted in a shift in consumer purchasing behavior.

Coca Cola aimed to change consumer perception by gradually removing the word 'Classic' in order to influence buying behavior. By implementing the J. N. D. concept, Coca Cola

could enhance their product and promote it differently, resulting in increased sales.

Heinz made a significant change to its traditional packaging by replacing the preserved pickle on its Ketchup product with a fresh tomato. This was accompanied by a new slogan, "Grown not Made". The decision to focus on freshness arose from consumers perceiving Heinz ketchup as having artificial flavors. To address this perception, Heinz redesigned the label by replacing the pickle with a vine-grown tomato and enlarging the word "tomato" within the label. The marketing approach employed visual perception (via the eyes) and taste (via the mouth).

Heinz strategically utilizes positive stimuli to evoke positive emotions among consumers, particularly in relation to the sense of sight. By excluding the pickle, consumers perceive the taste of Heinz ketchup as sweeter and fresher. Mintel International's research points out that the tomato image caters to the desire of modern, educated consumers for a better understanding of their food, be it for health, safety, or knowledge. Credit Suisse analyst Robert Moskow also noted that these changes align with consumer preferences for a more natural food experience. To dispel misconceptions about their ketchup, Heinz emphasizes that they use fresh tomatoes in its production. Noel Geoffroy, Director of Heinz Ketchup, states that the "Grown not made" label reassures 68% of consumers about the wholesome nature of their tomato ketchup and highlights their commitment to tomato quality from seed to bottle.

Consumers perceive a pickle as a preservative, while a tomato on the vine signifies freshness and accurately represents what is inside the bottle. The word "tomato" is enlarged to highlight that tomatoes are the main ingredients in the ketchup recipe. Ultimately,

the label change aims to alter consumer perception by showcasing the ketchup's freshness and natural origins, which aligns with the growing demand for fresh and organic foods. Additionally, Heinz, an established global company, has been in existence for more than 140 years.

Heinz aims to enhance consumers' perception of the quality of their products, but acknowledges that sudden noticeable changes may cause uncertainty and negative reactions. The pickle, which has historically symbolized Heinz and is central to its brand story, has gradually become less prominent in the minds of consumers.

Therefore, Heinz still keeps its pickle label on the bottle cap of its packaging to preserve its brand identity and avoid confusion with other ketchup brands. Gradual changes can help consumers better adapt to them. After selling Tropicana Pure Premium Orange Juice under the same label and packaging for decades, the package was redesigned. However, due to public pressure, the old packaging was reinstated and the new one discontinued within a month. PepsiCo's use of the J. N. D. concept in repackaging Tropicana's Orange Juice was seen as a blunder because the entire packaging was changed abruptly, causing regular consumers to not recognize their brand when shopping for Orange Juice in supermarkets.

The change resulted in numerous complaints and negative feedback, indicating that PepsiCo had exceeded the Just Noticeable Difference excessively. This left their loyal consumers shocked and dissatisfied. In an interview discussing the new packaging, Neil Campbell, president of Tropicana North America in Chicago, acknowledged that while the straw and orange image had been present for a significant period of time, people did not necessarily have a strong connection to them. However, they

had underestimated the deep emotional bond consumers had with the original packaging (New York Times, 2009 [8]). Comparison of the New vs. Old Packaging.

The targeted consumers are not fond of the new packaging of Tropicana as it appears foolish, unattractive, and similar to a generic bargain or store brand. While some store brands like Kirkland or Trader Joe’s are known for their good values and quality, resembling a store brand packaging should not necessarily be seen as criticism. However, since Tropicana is an established and high-priced brand in the orange juice market, consumers unconsciously link the quality of the juice with premium packaging. Therefore, with the introduction of the new packaging, some consumers may have perceived a decline in quality or a change in the formula.

A dissatisfied consumer of Tropicana expressed their disappointment with the new packaging, stating that it resembled low-quality juice made from concentrate. Other complaints highlighted difficulties in finding the brand and differentiating among the varieties, due to small font size and potentially hidden color coding on the top edge of the packaging.

Despite Tropicana's innovative redesign of their packaging, regular consumers were unable to easily recognize it. They had become accustomed to identifying Tropicana Orange Juice by its iconic image of an orange with a straw in the middle. This phenomenon is a result of humans' grouping perceptual organizational principle, where consumers instinctively associate the iconic symbol with Tropicana Orange Juice. In this case, Tropicana's decision to change their packaging caused tension and dissatisfaction for their consumers who have a need for closure.

The reason for this is that the company removed the straw and orange image that their

customers had formed an emotional attachment to. Consequently, these customers feel a sense of incompleteness, leading to a lack of closure. As a result, Mr. Neil Campbell decided to reintroduce the old packaging in response to the complaints from their small group of loyal customers. He stated, "those customers are very important to us, so we responded." Additionally, it is evident that their target customers did not support the new packaging, as sales dropped by 20% between January and February 2009[11].

PepsiCo exhibits its dedication to consumers by valuing their feedback and addressing it appropriately, which not only engenders appreciation for customers, but also fortifies the relationship and trust between the brand and its patrons. It is suggested that corporations like PepsiCo or Coca Cola integrate online voting on their official website prior to implementing major packaging modifications as a recommendation. This enables consumers to contribute from the outset, lessening the chances of having to recall revamped packaging later on. Additionally, it is crucial for alterations in packaging to be gradual enough so that consumers can easily identify the product with just a quick glance.

To gradually transition to the new desired packaging design, companies can maintain the original colors and logo. They should identify what immediately attracts consumers' attention and keep that unchanged. Surveys can be conducted to assess the reception of the new packaging. Moreover, posters can provide consumers with a preview of the upcoming changes, allowing the company to guarantee their brand loyalty will be retained.