Introduction
As a regular customer of milk from Island Farms, this paper will be based on my experience with the product. The description will entail my experience at the store, the product itself as well as the consumer behavior characteristics that are evident during my interaction with the product.
Milk is a good source of easily digestible protein. In addition, it contains Calcium, vitamin D and vitamin B12. These are essential nutrients that are needed by the body for growth, protection from infections, and to keep bones healthy and strong. Milk can be in the form of fresh milk or milk products such as cheese, yoghurt, butter, cream, and ice-cream. Milk and milk products are, therefore, popular in Canada. (Island Farms, 2014)
The refreshing and irresistible taste of milk from Island Farms make me frequent their stores to get my favorite milk. Some of my favorite products include the 2% partly skimmed milk, chocolate milk and ice cream. The thought of their ice cream is usually very tempting to my taste buds. The products are delicious and always fresh.
The above description forms the basis for my purchase decisions as I visit the Island Farms store. The decision to go and buy the milk is therefore routine activity. Having used the product for a while, I have developed some loyalty towards the product because it gives me maximum utility. In addition, I decide to go and buy the product because I clearly understand the health benefits of milk. As a consumer, my decisions are driven by the utility that I expect to derive from the product. I feel that the milk will not only quench my thirst but also give me nutrients that are important for my body. As a result, the product has become part of my daily budget. I crave for the product every day and I look forward to visiting the store to have a pack of my favorite milk or ice cream.
In terms of pricing, I believe the product is affordable because I keep coming back for more. Many people frequent the store implying that the customers find it affordable. The purchase process in the store is simple and fast. It took me only 3 minutes to do the selection and purchase. Another interesting thing I noticed is the way the packaging of the product. The colors in the package are appealing and attractive. It makes one curious to know how the product tastes, especially for first-time users. The packet is also user friendly in that it is easy to open and use. As I use the product, I feel the value for my money because I get to enjoy the utility that I expected to derive from the product. Consumers always try to achieve maximum utility in their consumption. They are more inclined to products that give them maximum utility.
Consumers experience the above description on a daily basis. Consumers make purchase decisions based on their experiences, history, feelings or advertisements. Some consumers make purchase decisions before visiting a store while others make the decisions while at the store. Decisions made at home are influenced by advertisements or recommendations from friends. On the other hand, decisions made at the store are influenced by the product display, difference in price and packaging. (Bain, Harris & Murray, 2014) In addition, the kind of customer service provided in a store/outlet determines the customer retention. Customers become loyal whenever they receive exemplary service. The quality of the products also keeps customers coming back for more.
Several elements of consumer behavior are evident in this observation. Consumers make purchase decisions on the basis of expected utility. In this regard, customers always strive to get quality products that give them value for their money. (Solomon, 2012) When this happens, they get used to the product and develop loyalty towards it. Branding and packaging also greatly influence purchase decisions. Branding and packaging are important marketing tools that any company/store should prioritize. Efficient customer service both in and out of the store is also imperative.
In conclusion, therefore, companies/stores should develop their marketing mix in a consumer-oriented manner. The focus should always be a customer. Retailers should also focus on efficient advertising in order to influence the consumers who make purchase decisions at home. In addition, there should be a proper balance between pricing and quality in order to give customers the best products at affordable prices.
References
Bain, B., Harris, E. & Murray, K. (2014), CB (Canadian Ed), Toronto, Nelson Education
Island Farms (2014) Products, Retrieved from: http://islandfarms.com/product
Solomon, R. (2012) Consumer Behavior, 10th edition, Prentice Hall publishers
