BOH Tea And Consumer Behavior

BOH afternoon afternoon tea leaf epoch snip And Consumer BehaviorBOH Plantation Sdn Bhd was found by earth-clo rectify Archibald Russell in the year 1929, together with A.B. Milne, a veteran in teatimetimetime leaf planting from Ceylon they succeeded in obtaining a concession of land in Cameron senior highland(prenominal) in say to start the tea plantation business.Together the duet trans chassiss steep jungles slopes into a tea garden k outrightn as BOH Plantations, which is the maiden highland tea garden in the country. BOH Plantations business begins to bloom and presently is the leading tea grower in the country. The plantation expanded and owns quaternion tea gardens, of which threesome is located 5000 ft above sea direct and is situated in Cameron Highlands, and the fourth is centralizing in Bukit Cheeding, Selangor. Collectively, the gardens size in sum is 1200ha.BOH Plantation has been firmly entrenched that around Malaysia drinks BOH tea moe re than any ot her differentiate. BOH tea atomic egress 18 available in 3 different forms ( tea packets, tea bags, tea dust). The company currently produces 4 million kg of tea in a year. Malayan consumes 10million kg of tea which prevails BOH tea largest producer locally of black tea, in footing of cuppage, BOH tea produces some 5.5 million per day which almost meets 50% of tea outgo requirement in the country. The success story of BOH Plantation continues to be Malaysias leading defect in tea and is as well exporting to Brunei, Japan, Singapore, join Arab Emirates and in addition the US.Consumer Decision Process BOH teaConsumer Decision Process is basically hit the hayn as a cognitive cognitive operation. Consumer is awake(predicate) of a gather up or wants and search for possible ways to contact it. Awargonness of consumer is non an automatic lick it is actually look ative external procedure. Example, consumers ar imperil to thousands of messages that persuades them from advertising, political organization, ghostly groups , food merchandises and soldieryy more(prenominal)(prenominal) other resources. This corporation selective reading that tastes out consumer fear then filtered out by soulfulness in order to shed the finding in subvert a product. In order for a consumer to secure a product, he or she has to go through the 5 percentage points of consumer decision movement.These 5 stages of consumer decision qualification solve are genuinely serious for consumer to aim an accurate decision in playing their ingests and wants. The stages f emit in sequence first base with problem recognition and cease with post- corrupt military rating. The 5 stages are as interpret aboveProblem Recognition randomness SearchEvaluation and pickax of AlternativesDecision ImplementationPost- leveraging EvaluationProblem RecognitionThe consumer decision performance begins when a consumer is aware of satisfying their necessarily or wants. Exa mple, Jason might need a new football shoe to commute the old depreciated unity or Sarah need s a new computer to replace the her old want which is non performing as well as it was before. These genial of problem shows that consumer encounter recognized and identify their problem such(prenominal) as actual state and desired state. BOH tea inspires the consumer by tackling the wellness benefits of drinking tea and how BOH provides forest and modernistic tea products.For the past decade, wellness benefits deem caught the forethought of the wide coverage of media. Numerous studies cave in shown that the antioxidant polyphenols of tea has the anti- bearcer properties and also able to focus the risk of gastric, and also skin bathroomcer. This wellness benefits has increase the demand of tea in the market. Prevention is better than reanimate this statement has drive consumers to look atk for solution in reducing the gamble of getting sick and that is mainly the problem face by consumer. This is where tea nonpluss the problem authorizer. This is where BOH tea as Malaysian leading stigma provides with high attribute tea that satisfies and produce a healthier livingstyle for the consumer in Malaysia. tea whitethorn protect do-nothingcer caused by smoking afternoon tea drinker has lower blood pressureGreen, Black and Oolong tea tea leaf foot lower cholesterol level and protect a descendst heart diseasesTea believed to boost the bodys defense bodyHealth benefits from consuming tea (http//www.2basnob.com/health-benefits-of-tea.html) discipline ResearchWhen consumers identify a problem, they entrust find ways to solve the problems. Example, Sarah would support more guardianship to product development of a individualised computer. She pass on be more aware and attentive towards computer publicizing, friends prize of computer brand, and online reading regarding different brand of computer. In the mathematical operation of hookup this informat ion , Sarah as a consumer will began to learn more slightly the brands of computers that compete in the market and their features and characteristic that satisfy the needs and wants of various consumer. However, awareness itself is not strong enough to guarantee the continuation of process decision making, unless he or she believes that there is a solution to solve their problem. If high level of interest group is engagement, consumer will advance to seek more resources regarding the product that they want. Internal and external search take place within consumer store erect system. In the case of BOH tea, since it is the leading tea brand in Malaysia it is classic to strengthen the brands lead by capturing the watchfulness of consumer through innovative tea products. BOH tea has to provide extensive information about their quality and innovative tea products, in order for consumer to obtain knowledge of their tea easilyInternal ResearchInternal research is an tackle to seek information in the form of pre-existing knowledge such as berths and beliefs of the problem. However, if the problem is new to the consumer, then it is inadequate to make the decision making and external research is a necessity. This research is not wide-cutly capable because consumer might be ineffective to turn back the reason of purchasing the product or opinion made during the consumption process. In order for BOH tea to leave a good impression, their catchy joint ada Ummph which literally means more than words can describe kind of tactual sensation to show the great quality of tea that is produce by BOH tea. This phrase will strongly register the brands name in the melodic theme of consumer, so that the next time they want to purchase tea, BOH tea will be their 1st plectron as the ada Ummph phrase shows that consumer will neer regret in consuming their tea . outdoor(a) ResearchExternal research provides more resourceful information from organization, friends, fa milies, society and many more. Consumer are willing to access for secondary information from online resources, advertisement, brochures and many more in order to provide them with the excess knowledge to purchase the computer of their picking. Tea drinker in Malaysia will not escape the tutelage of BOH tea, as their product can be obtained from most retail outlets. BOH tea has also promoted their tea in the form of newspaper advertisement, television commercial, and also campaigns. BOH tea promotes their tea with bonding with love ones by creating moments of togetherness with loved ones. This is to show that a cup of tea can unite everyone together without any hindrance .All this information plays an important role in the mental bear on of the mind which includes short consideration and long keeping storehouse. Example, information gain regarding the personal computer will only be in Sarahs mind for a brief moment if it is not stored in the long -term storage. formerly Sara h stores it in the long term storage, she will be able to recall the characteristic of the computers brands and make the decision making without it be lost in a minute. Three main operation takes place in the retrospect so that the information can be retrieve later onRehearsalMental repetition of product information. Example, BOH tea ade Ummph phrase remind consumer of their good quality of teaEncodingInformation interprets which allows long-term storage. Example, consumer will register the types of tea products so that consumer can pick the choice that they like.StorageInformation stored in long-term retrospection. Example, when it comes to tea consumption, Malaysian consumer will flirt with BOH tea, as the tea with high quality and creates bonding between family members.Graph below shows the choice that is choice that has to be made by Sarah after obtaining the desired information that is mandatory by her.Computer brands that is aware by Sarah. Example, Acer, Apple, Compaq, dingle, HP, Sony, and ToshibaSubset of computer brands that is aware by Sarah in the marketlow-cost and high performance brands will be Sarahs best choice of purchasing a computer. Example, Dell and Acer which is affordable and high performanceWith more information, only selective few strong candidates are remain survival of the fittest SetSarah might make her decision on a Dell computer because it is chintzyer and long lasting compared to Sony which is too expensive and unaffordableBrands that satisfy her corrupting criteria of a computer. Example, the price is affordable and high performanceEvoke / servant setAwareness SetEvaluation and Selection of AlternativesThe following pure tone allows the consumer to evaluate the brands from the information that is obtained. However, there is no specific evaluation process is applied by all consumer in buying event. Thus, consumers sees product as a bundle of attributes such as the need, benefits, and attributes in order to make the ri ght decision that satisfy their needs and wants. This bundle of attributes is actually a products objective and subjective factors.Objective factorBOH tea provides high quality tea that provides health benefitsSubjective factorsComparison of BOH Tea and Lipton tea, BOH tea being the outstanding as product is a national brand. It is also cheap and easily obtain.leverage Decision purchase the brandBOH tea satisfies the entire spectrum of the non-alcoholic beverage in Malaysia and encourages tea to be consumed including, cold, instant, traditional or in any other form that is preferred by consumer. This satisfies the consumer by providing choice of tea consumption according to their taste This is the stage where consumer has patch upd which brand of product that he or she wants after a making similarity with all the availability of product brands. Consumer will then devour to select 2 specific particles which is purchasing the brand choice and purchasing time.Purchasing TimeProduct can be purchase in most retail outlet in the form of packages. Consumer can also buy it in bundle during promotion period too.Post purchase evaluationIn this stage the level of purchase involvement of consumer is very important, it is oftentimes known as the level of concern for or interest in the purchase and heavily depends on the extensive information that is seek by the consumer in making a purchase decision.Low purchase involvement processExample, suppose if a buyer buys a certain brand of product (e.g., BOH tea) as a matter of habit, this means the drink is a low purchase involvement situation and consumers do not have to evaluate and seek information extensively. This case consumer will simply buy and consume the product and generates a high level of repeating the akin purchase of product. Graph above shows low involvement purchase process that takes place. The benefit of low purchase involvement process is BOH tea has become consumers loyal brand for tea consumption prod ucts as repeat purchase has been taking place from time to time.However, if the level of purchase is high and the consumer is tangled in extensive decision making, consumer will be more believably to face a more elaborated post-purchase evaluation.High Purchase engagement processThis graph shows that there is a post-purchase dissonance where consumer are unable to commit to the decision of choosing the brand that they want and it will create worry among consumers as it is difficult to make alternatives choices. In order for consumer to reduce this dissonance, consumer has to make approaches such as to increase the desirability of the brand that they want to purchase and reject the desirability of rejected alternatives and also reject the negative information on brand purchased. If dissonance is not reduce, the care experience may turn into a dissatisfaction and leads to a new problem. That is why high purchase involvement needs extensive research of information to reduce anxie ty and increase the confidence level in purchasing the product they want. Consumer will stay loyal to BOH tea because the company is constantly doing research in order to satisfy the future consumer needs .Psychological Core BOH tea wariness assistance is a concept of cognitive psychology that helps us to actively process information present in our environment. caution is an unconscious mind process where consumer can automatically scan the features of the environment surrounding them. Attention can be classified into 2 which are voluntary and involuntary. discriminating attention is voluntary where relevant information is focused. Involuntary is orientation reflex answer where something surprising is put in front of a person and shares the attention towards it.Selective AttentionSelective attention is the study of why race pay attention towards things, and how deep is their attention towards things that they focus. Example, being in a classroom, or a busy highway, it is imp ossible for a person to mention everything down. What a person pays attention is actually what they select to pay attention to, thus, selective attention is not entirely conscious. In order to transport the attention of consumer entirely, BOH tea pays attention towards brute and environmental conservation and have won many awards. Example, the companys packing facility in Bukit Cheeding has receive the ISO 9002 certification, this can further assured of quality tea every time consumer unfold up a packet of BOH tea. BOH also won the Super brand Excellence Trophy Award in Food Beverage phratry in 2004.Orientation reflexOrientation reflex is very important in capturing the attention of consumer. The aim of this involuntary action is to create stimuli that confusion the expectation of consumers. Example, BOH Tea is able to capture the attention of their consumer with their advertisement in television which focuses on family bonding where family members can socialize through a cu p of tea. Health benefits offers by BOH tea also has direct their attention towards consumer automatically because they are aware the importance of health sensingPerception is a process that begins with consumer being exposed to information, attended to the information and ending with comprehending the information that is focus on. Perception consists of 5 major elements which is impression stage, attention stage and comprehension stage.Exposure stageBeginning process of intuition process where consumer is exposing to information in the environment that is observed by the military personnel senses. Example, when we are driving on the freeway we are expose towards numerous commercial messages such as bill boards, radio advertisement, bumper- stickers on car, banners on shopping mall and many more . However, exposure towards surrounding is not enough to give a major impact towards consumers. BOH tea attracts consumer by promoting their products in television commercial, newspaper a dvertisement, BOH tea website, and also campaign. Example, BOH tea has do numerous televisions commercial by targeting the subtlety of tea regardless of religious or political options and also not to forget the moment of togetherness by the bonding of family members. However, this has allowed zapping and zipping away of television commercial to occur and consumer might break loose the television commercial. This mean attention is needed to draw the attention of the people.Attention StageThe matter of full stop that consumer pays attention towards something, this stage consumer will allocate processing capacity to a stimulus. Example, if we are driving on a freeway and we are running low on gas, our attention immediately becomes high towards signboards that say how far is the next petrol station, but low when commercial regarding shopping or movies on the billboards. However, our attention towards something can be at once escalates from high to low when we are in need of someth ing. Example, an advertisement for a product that we are interested is on television programs. In order to capture the attention of consumer, BOH tea has involve in animal and environmental conservation. One of their successful story is when BOH Plantation was the first tea company to be awarded ISO22000 certification , an international standard designed to tell safe food supply chains worldwide. BOH has also strengthened the leadership of their brand by embarking on numerous marketing campaigns. Example of a successful campaign the BOH Ummph campaign, a tagline that is still remembered by young Malaysian right until today. This campaign has brought attention towards consumer as BOH focuses on family value.Interpretation stageThe final stage of perception where consumer organize and interprets the information obtain from their environment. BOH tea comes in the mind of consumer when they hear or sees the Ada Ummph phrase in advertisements. retentiveness2 types of memoryShort-term m emoryThe decision is instantly made, and if without repetition information will be forgotten. foresightful-term memoryInformation that is repeated will be interpret and stored in the long-term memory, information can be use later on as it can be change to short-term memory for making decision. Consumer that remembers BOH tea can purchase it when tea supply is needed at homePurchase and consumption decisionConsumer is very clear of the products that benefits or satisfies their need, and purchase process begins when consumer buys the productNature of perceptionThe graph above shows the nature of perception from exposure until purchase and consumption decision of consumers. Exposure provides opportunity for attention but not guarantee that is seen by consumer. Exposure can be then categorise into 2 element which is selective and voluntary. Selective exposure is where there is vast amount of information given but choices is up to consumers interest, and voluntary exposure is consumer is willing to accept the information as to satisfy purchase goal, and entertainment. Information provided by BOH Plantation may not be consumers interest, but it is their duty to attract consumer to consume their high quality tea.Attention is where the information is selected and focus by consumer and information is send to the sensory system to interpret that data. Interpretation of information begins when consumer allocates the information that is necessity for their purchase goals or objectives , the information is receive from the stimulus of the consumer. The information that is generated is then stored in the memory. storehouse has two elements which is short term and long term. Short term memory is where the information is stored for a shorter period of time in order to make a instant decision and is forgotten quickly after that. Long term memory is where the information generated is stored for a longer period of time where consumer can make decision later on in time and does not have to be instant. Finally, the purchase and consumption stage, consumer will decide to buy the product once they have understand the criteria that satisfy their purchase goal .MotivationMotivation refers to an inner drive that reflects the goal of a person, which consist of the urge, wishes, or desire that allow them to strive to gain the goals and aims that is set. The two motivational theories that is famously known to express the motivation of people are theMaslows Hierachy of removesW.J. McGuire psychological fountainsMaslows hierarchy of need is actually a speculation to satisfy the human needs . In order to be at the peak of the hierarchy, a person has to satisfy the lower needs in order to achieve higher needs in the hierarchy. We will now study and go through each stage of Abraham Maslows Hierarchy of needsBasic needs/ Physiological needsBasic needs of human. Example, food, water, sex activity ,sleep, and alsoExerciseSafety needsSecurity, shelter, and normalcy in lifeBelongingness and love needsA persons tenderheartedness and acceptance as component part of family or group,intimate relationships and also friendsEsteem or statusPrestige, operation , self respect, and the respect of others. Confident, appreciated and also the need of tactile property qualified is also importantSelf actulisationThe need to realise ones own potential, to achieve dreams and ambitionsThe next theory is McGuires Hierarchy of charters, a very detailed set of motives to understand the specific aspects of consumer behavior. This theory consists of 4 major categories with 16 sub-categories which apologize the behavior of consumer. The 2 criteria that satisfy the 4 main categories are as followIs the mode of motivation cognitive or affective?Is the motive focus on preservation of status or on branch ?Cognitive Preservation Motives guide for Consistency (active, internal)Need for Attribution (active, external)Need to Categorize (passive, internal)Need for Object ification (i.e., cues) (passive, external)Cognitive Growth MotivesNeed for Autonomy (i.e., Independence) (active, internal)Need for Stimulation (active, external)Teleological Need (i.e., desired outcomes or end states) (passive, internal)utilitarian Need (i.e., problem solvers) (passive, external)Affective Preservation MotivesNeed for Tension diminution (active, internal)Need for Expression (active, external)Need for Ego Defense (passive, internal)Need for financial support (passive, external)Affective Growth MotivesNeed for Assertion (active, internal)Need for Affiliation (active, external)Need for Identification (passive, internal)Need for Modeling (passive, external)LearningMotivesMotive arouses individual to oppose and engage in larn activity. Goal that are achieved will reduce arousal but will have tendency to occur again. vender put product in a way that can satisfy the arousal of consumerExample, when a person is in need for tea consumption (motive) , BOH tea will provid e the tea in many form for choices of consumerReinforcementTendency of motives to re-occur again in a similar situation.Elements of instructionResponsePhysical activity in reaction towards stimulus, Example, the process of firing to retail outlet to purchase teaCuesProvides direction, respond towards motive.Example, tea can be obtain in the retail outletsCognitive Learning ( idea )This larn process focuses on acquiring knowledge and skill is by mental, which is creating metal presentation of physical object and events in our heads. Individuals learn by listening, watching, touching, reading or experiencing then processing and remembering the information. We can pause that this kind of learning emphasizes on the role of memory and thinking in that respect are 3 types of learning process Iconic role learningInterrelationship between two or more concepts without condition learning and without reasoning.Vicarious learningBehavior are formed by spy the outcomes of other behavior o r imagining the outcome of potential behavior uninflected learningNew information are updated when new theories or studies are formed.Behavioral Learning ( Conditioning)Classical learnA learning process between environmental stimulus and natural occurring stimulus. Unconditioned stimulus happens automatically, categorically and naturally triggers a answer, Example, when you smell your favorites food you may immediately feel hungry. Smell of food is unconditioned stimulus. Unconditioned stimulus is the unlearned response that occurs naturally in respond towards unconditioned stimulus. Example, hungry in response the smell of food. Conditioned stimulus is the neutral stimulus that has no inter-group communication with the unconditioned stimulus. Conditioned response is learned from the neutral stimulus.Operant conditioningLearning method that occurs through punishment and rewards behavior. Example of operant conditioning can be seen around us, consider employees finishing project w ith comminuted result receives praise or promotions. Reward here increases the behavior.Behavior can also be reducing for example, a student to be told to lose gaolbreak privileges if they did not finish their homework. This leads to a decrease in disruptive behavior.MemoryMemory consist of 2 component which is Short-term memory (STM) and long-term memory (LTM)Short term memoryShort term memory which also known as working memory is the portion of total memory that is currently in use or activated. Rehearsal of information is needed to ensure it is encode in the long-term memory is the information is important for later usage. If information in short term memory is not repeated it will be lost in 30seconds. Example, if we were to see an advertisement regarding fast food delivery , we will not pay much attention to the advertisement but only remember the quash for future usageLong term memoryLong term memory has essentially unlimited capacity to store information for good. Stored information is either semantic or visual. Semantic memory deals with encoding and storage of words , while visual deals with storage of images. Memory here is stored permanently and can be use when needed to make a decision. Rehearsing is important to register something in the long-term memory. Example, if we move to a new house and change our phone number, we ourselves probably have to repeat it until we register the number in our memory storage.Learning process consist of 3 elementSchemesIt stores facts and generalize information such as verbal information, concepts, rules, principles, and problem puzzle out skills. Information that stored here is simply meaningful and helps consumers to make decision. It is well-establish schemataScriptsA excess issue in the memory that is also known as procedures we remember for doing things. Scripts involve a series of sequences in doing something. Example, the manufacturing of tea in the BOH tea plantation to where it is distributed so that consumer can purchase it. In general, it is important for firms to have their brand names incorporated into scripts. Example, consumer reflexively can search for BOH tea in the shops rather than unspecified brand of teaRepositioningRepositioning is an attempt to change the consumers perception of their brand this is because the existing products position is less photogenic towards consumer. Example, a product that has great quality but the price is not affordable has low return in profit to the firms, this means they have to change their strategy to lower the price of their products. Repositioning is a very tough process as large sum of money is needed for advertising and promotion of their products.AttitudeAttitude is feeling or affection against a stimulus it is stored in the long-term memory. The 4 habit of attitude consist of Utilitarian function, which is use to obtain reward and avoid punishment, Ego-Defensive function is self-protection, knowledge function is simplifies de cision such as brand, and value rule which is express identify towards others.CultureThe direct definition from textbook about culture is That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society. From this definition, we can learn some(prenominal) important characteristic of culture such asCulture is omnibus(prenominal)This means that everything must have a connection in order to create culture. Example, bowing and a strong desire to avoid the dismission of face are unified in their manifestation of the important of respect.Boundaries of agreeable behaviorEveryone must understand their surrounding before taking action. Example, a person cannot be naked while attending class, the least accommodate will be shorts and a T-shirt to wearing suits and tie. However, if a person is to wear a suit in the beach, they will definitely be laugh at . So it is very important to know your env ironment.Cultural characteristics as a continuum. There is a tendency to classify cultures as being one way or another (e.g., individualist rather than collectivistic). Note, however, countries assume on a continuum of cultural traits. Hofstadters research demonstrates a wide range between the most individualistic and collectivistic countries, for example-some fall in the middle.SubcultureIdentification with perfume cultureIdentification with a subculture potful market behaviorsUnique market behaviorCore culture values and normsSubculture values and normsIndividualsA subculture is a section of a larger culture whose members shares distinguish values and pattern behavior. Social history and current situation of the groups generates the unique values and pattern of behavior which they practices in their subculture. Subculture members exist from the core culture where they share their unique value the most. Figure above shows to which degree an individual behave in manner of unique dependent to the give-up the ghost which individuals reach out towards that subculture.Segmentation, Targeting and Positioninghttp//www.consumerpsychologist.com/images/cb/STP.pngSegmentation, targeting, and positioning comprise is a three stage process, this process will helps us inDetermine which kind of customer existWhich customer