Canned Fruits Ways in which consumer needs and motivation influence consumer decision making and canned fruits

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Table of Contents
Table of Contents........................................................................................................................2 Executive Summary....................................................................................................................5 Introduction................................................................................................................................5 Maslows Hierarchy of need and Consumer Behaviour.............................................................6 The consumer needs and goals are the most important things which influence the buying behaviour of any customer. According to Maslows Hierarchy of needs there are mainly five kinds of needs which influence the buying behaviour of consumer:.........................................6 SWOT Analysis..........................................................................................................................7 Recommendations......................................................................................................................8

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Relation of Canned Fruit buying decision and consumer needs and motives Abstract This project aims at finding and understanding the ways in which consumer needs and goals along with consumer motives influence the buying decision or choice of canned fruits. We will also try to find out the generic and specific motives which influence the buying decision of a consumer of canned fruits. This will help in finding out the rational as well as emotional motives linked to the consumer while buying canned fruits. This way it will be easier for us to locate the ways to arouse those motives and influence the buying decision of consumer. This will help in getting a vital insight into the various motivational needs which influence a consumer when buying canned fruits. Considering a Senate report published by USFDA it has been found that the consumption of fresh fruits and availability will increase but the canned fruits market will show a downward trend. However there are many other factors like needs and motives of consumer, which can set a new trend of canned fruit consumption in the market. Keywords: canned fruits, consumption, fruit, needs, motives, consumer motives, consumer needs

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Executive Summary
The product chosen for studying the consumer behaviour is Canned Fruits and the reason being for choosing canned fruits is because we need to analyse the consumer needs and goals which make them buy canned fruits. This way we will be able to find out the generic or specific factors which motivate the consumer to buy canned fruits. After recognizing these factors we can easily find out the ways to boost the consumption of canned fruits in the market by influencing the consumer behaviour in the society.

Introduction
Consumer Behaviour is the series or process and actions which are involved before buying any product. There are many factors which influence the buying or purchasing behaviour of any consumer and in order to analyse the consumer needs we need to first analyse the decision process which needs to be found. There are mainly five stages which are involved while buying any product be it canned fruits or any other like: 1. Problem recognition, 2. Information Research 3. Alternative Evaluation 4. Purchase Decision 5. Post-purchase decision In the whole buying process of canned fruits consumer needs and motivation etc. play a vital role before buying them. The behaviour shown by any buyer while purchasing canned fruits is termed as consumer behaviour.

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Maslows Hierarchy of need and Consumer Behaviour

The consumer needs and goals are the most important things which influence the buying behaviour of any customer. According to Maslows Hierarchy of needs there are mainly five kinds of needs which influence the buying behaviour of consumer: Self-actualization needs Esteem needs Social needs Security needs Physiological needs

The hierarchy moves in the same manner as they are listed , when the product is first bought by consumer it is due to self-actualization needs and as the time passes the needs move down the hierarchy level that is it finally becomes the physiological need of the consumer, after passing through the stages of esteem , social and security needs. There are many factors which influence while the canned fruit need shifts from self actualization need to the basic need like the distribution of canned fruits in market, pricing structure of canned fruits, rising level of income of family, competitive pricing and strategies of competitors, lifestyle of the consumer etc. The needs are the either innate needs or acquired needs. Innate needs are physiological or basic needs while the acquired needs are which we learn from society, culture etc. Goals are sought after results of motivated behaviour and every behaviour is goal oriented as said by Pankaj Kumar (slideshare.net: 66). The goals can be generic as well as specific. The generic motives are basic motives which influence the buying behaviour of consumer. While the rational motives culturally or influenced by societal needs.

Motivation Level of Consumer

Motivation plays important part in satisfying the consumer needs. Motivation is that powerful strength which results in actions like buying to satisfy the human needs at different levels. Thus if we analyse and find out the motives both rational as well as generic motives then we can directly influence the buying behaviour of canned foods.

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Rational Motives: These are the traditional motives which the customer thinks and analyses before making a buying decision of canned fruits. These motives are based on general reasoning like considering the weight, quality, price, size etc. of canned fruits. Generic Motives: These are also known as emotional motives and mainly include the personal criteria of selection which has emotional influence like fear, love, status, lifestyle.etc.

Arousal of Motives
The basic needs and motives keep on growing with time, but emotional motives lie inactive for quite some time. If stimulated by the external environment that is the society or culture or through internal stimuli like emotional or any physiological condition they get aroused. Thus the motives can be aroused by physiological factors like the basic needs of our body or by emotional factors where a voluntary stimulus is sent by brain. Environment as well as cognitive factors also help in arousal of motives which influence the buying behaviour of consumer in case of canned foods ( birubiru: 72).

SWOT Analysis

Strength There are several strengths or positives attached to the canned fruits product which gives them an edge over their fierce competitors that is fresh fruits. Longer storage period than fresh fruits. Usually they are produces by well reputed companies and brands which have good market value. Longer shelf life makes them easier to carry and consume on long journey. Longer shelf life makes them a favourite product amongst travellers and people who do not know cooking and want to eat healthy. Preserve the nutritive value of the fruits.

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Weakness Along with the strengths there are several weakness also attached to canned fruits which make them less sought after product in the market. They are: Seasonal fruits cannot be canned or preserved. Addition of preservatives diminishes their natural nutritional value. The presence of canned fruits is not wide spread, most of the general public is not aware of their existence too. Freshness is not the same and the calorific value is mor4e due to addition of preservatives and colours. Opportunity They enjoy great opportunity in the untapped markets like developing countries. People are becoming health conscious so they want to add more nutrition to their diet all the time, so targeting the health conscious consumer is the best opportunity for canned fruits. Canned fruits can be made their need and making them available all the year round through proper distribution and vendors the market of canned fruits can be expanded exponentially. Moreover fresh fruits are seasonal they are not available all through the year; this is the best opportunity where canned fruits can rule over them and create a niche for themselves in the market. Threats The worst threat that they face is comparison with fresh fruits. It is well known that they cannot provide the same nutritional value as fresh fruits, so the fresh fruits will always have an edge over canned fruits. The mentality of people that packaged fruits compromise on flavour and nutrients consider them as bad options and always rate fresh ones on top of canned fruits.

Recommendations

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The middle class people are becoming aware of the canned fruit products, thus by making them realise the nutritional benefits and yearlong availability to keep them fit and healthy can create a bigger market for canned fruits. The schools can be tapped for making kids aware of the canned fruits and their sweet taste. If the canned fruits samples are distributed in schools the kids will definitely taste them and influence the buying decision of their parents about canned fruits. Health conscious families if made aware of the canned products by expanding the reach of these products in small towns where small time stores are flourishing can expand the visibility of canned fruits amongst the consumers. Make the Generation Now aware of the taste, health and purity parameters of canned fruits by making them taste them in malls or distributing samples in colleges or o0ther places can help in developing the taste and liking for canned fruits in the market.

References
Buzby, Jean C., Hodan Farah Wells, & Gary Vocke. 2006. Possible Implications for U.S. Agriculture from Adoption of Select Dietary Guidelines. U.S. Department of Agriculture, Economic Research Service, ERR31, November 2006, 29 pp. Available at: www.ers.usda.gov/Publications/ERR31/ http://www-rohan.sdsu.edu/~renglish/370/notes/chapt05 http://www.scribd.com/doc/50867011/Consumer-behavior-in-Packed-fruit-juice-market

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