BOH Tea And Consumer Behavior

BOH Tea And Consumer BehaviorBOH Plantation Sdn Bhd was found by John Archibald Russell in the year 1929, together with A.B. Milne, a veteran in teatime leaf planting from Ceylon they succeeded in obtaining a concession of land in Cameron broad(prenominal)land in order to start the tea orchard business.Together the duo transforms steep jungles slopes into a tea garden k todayn as BOH Plantations, which is the 1st in high spiritsland tea garden in the country. BOH Plantations business begins to f confusedering and currently is the leading tea grower in the country. The plantation expanded and owns four tea gardens, of which three is located 5000 ft above sea leave and is situated in Cameron Highlands, and the fourth is centralizing in Bukit Cheeding, Selangor. Collectively, the gardens size in total is 1200ha.BOH Plantation has been firmly entrenched that most Malaysia drinks BOH tea moe re than either other brand. BOH tea be available in 3 different forms ( tea mailboats, tea bags, tea dust). The comp any(prenominal) currently amazes 4 million kg of tea in a year. Malayan consumes 10million kg of tea which makes BOH tea largest producer locally of black tea, in terms of cuppage, BOH tea produces about 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 brand in tea and is as well exporting to Brunei, Japan, Singapore, United Arab Emirates and also the US.Consumer Decision Process BOH teaConsumer Decision Process is basically known as a cognitive surgical procedure. Consumer is cognisant of a need or wants and search for possible ways to satisfy it. Aw argonness of consumer is not an automatic process it is genuinely discriminating external procedure. Example, consumers are expose to thousands of messages that persuades them from advertising, political organization, religious groups , food yields and many more other resources. This mass b reeding that seeks out consumer wariness then filtered out by mortal in order to make the end in get a overlap. In order for a consumer to grease ones palms a ware, he or she has to go through the 5 stages of consumer finis process.These 5 stages of consumer conclusion making process are very important for consumer to make an accurate decision in acceptable their needfully and wants. The stages flow in sequence beginning with difficulty recognition and termination with post- get evaluation. The 5 stages are as graph aboveProblem deferred payment schooling Search evaluation and Selection of AlternativesDecision Implementation house-purchase EvaluationProblem RecognitionThe consumer decision process begins when a consumer is aware of satisfying their needs or wants. Example, Jason might need a wise football shoe to replace the old depreciated one or Sarah need s a new computer to replace the her old want which is not performing as well as it was before. These kind of problem shows that consumer have recognized and identify their problem much(prenominal) as actual state and desired state. BOH tea inspires the consumer by tackling the wellness benefits of drinking tea and how BOH provides flavor and innovative tea products.For the past decade, health benefits have caught the attention of the wide coverage of media. Numerous studies have shown that the antioxidant polyphenols of tea has the anti-cancer properties and also able to reduce the risk of gastric, and also skin cancer. This health benefits has maturation the demand of tea in the market. Prevention is better than cure this statement has drive consumers to seek for solution in reducing the chance of getting insane and that is mainly the problem face by consumer. This is where tea becomes the problem solver. This is where BOH tea as Malaysian leading brand provides with high quality tea that satisfies and produce a healthier lifestyle for the consumer in Malaysia.Tea may protect cancer caused by smokingTea drinker has lower blood insistenceGreen, Black and Oolong teaTea can lower cholesterol train and protect against heart diseasesTea believed to boost the bodys defense systemHealth benefits from eat tea (http//www.2basnob.com/health-benefits-of-tea.html)Information ResearchWhen consumers identify a problem, they pull up stakes find ways to solve the problems. Example, Sarah would pay more attention to product discipline of a psycheal computer. She will be more aware and attentive towards computer advertisement, friends choice of computer brand, and online data regarding different brand of computer. In the process of pull together this development , Sarah as a consumer will began to learn more about the brands of computers that compete in the market and their features and characteristic that satisfy the needs and wants of various consumer. However, sentiency 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 train of interlocking is engagement, consumer will advance to seek more resources regarding the product that they want. Internal and external search take place within consumer reposition system. In the fiber of BOH tea, since it is the leading tea brand in Malaysia it is important to strengthen the brands leadership by capturing the attention of consumer through innovative tea products. BOH tea has to provide commodious nurture about their quality and innovative tea products, in order for consumer to obtain knowledge of their tea easilyInternal ResearchInternal interrogation is an attempt to seek information in the form of pre- hold outing knowledge such as attitudes 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 entirely resourceful because consumer might be unable to recall the reason of purchasing the product or opinion made during the purpose process. In order for BOH tea to leave a good impression, their catchy give voice ada Ummph which literally meat more than words can describe kind of feeling to show the great quality of tea that is produce by BOH tea. This phrase will powerfully register the brands name in the look of consumer, so that the next time they want to purchase tea, BOH tea will be their 1st choice as the ada Ummph phrase shows that consumer will never regret in consuming their tea .External ResearchExternal research provides more resourceful information from organization, friends, families, 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 choice. Tea drinker in Malaysia will not escape the attention 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 restriction .All this information plays an important role in the mental processing of the mind which includes short term and long-term memory storage. Example, information gain regarding the personal computer will only be in Sarahs mind for a instruct moment if it is not stored in the long -term storage. Once Sarah 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 bemused in a minute. Three main operation takes place in the memory so that the information can be retrieve later onRehearsalMental repetition of product information. Example, BOH tea ade Ummph phras e remind consumer of their good quality of teaencryptionInformation 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 memory. Example, when it comes to tea consumption, Malaysian consumer will mean BOH tea, as the tea with high quality and acquires 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 needed by her.Computer brands that is aware by Sarah. Example, Acer, Apple, Compaq, Dell, HP, Sony, and ToshibaSubset of computer brands that is aware by Sarah in the marketAffordable 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 discriminating few strong candidates are remainChoice SetSarah might make her decision on a Del l computer because it is cheaper and long indestructible compared to Sony which is too expensive and unaffordableBrands that satisfy her buying criteria of a computer. Example, the price is affordable and high performanceEvoke / Consideration setAwareness SetEvaluation and Selection of AlternativesThe following step 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 situation. Thus, consumers sees product as a bundle of attributes such as the need, benefits, and attributes in order to make the right 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.Purchase Decisi onPurchasing the brandBOH tea satisfies the entire spectrum of the non-alcoholic crapulence 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 decided which brand of product that he or she wants after a making comparison with all the availability of product brands. Consumer will then have to select 2 specific constituents 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 often known as the level of concern for or recreate in the purchase and heavily depends on the extensive information that is seek by the con sumer 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 same 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 products as repeat purchase has been taking place from time to time.However, if the level of purchase is high and the consumer is involved in extensive decision making, consumer will be more likely to face a more elaborated post-purchase evaluation.High Purchase Involvement processThis graph shows that there is a post-purchase dissonance where consumer are unable to commit to the decis ion of choosing the brand that they want and it will create anxiety 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 data on brand purchased. If dissonance is not reduce, the anxiety experience may sport into a dissatisfaction and leads to a new problem. That is why high purchase involvement needs extensive research of information to reduce anxiety and increase the trustingness 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 upcoming consumer needs .Psychological Core BOH teaAttentionAttention is a concept of cognitive psychology that helps us to actively process information acquaint in our environment. Attention is an uncon scious process where consumer can automatically scan the features of the environment surrounding them. Attention can be classified into 2 which are voluntary and involuntary. Selective attention is voluntary where relevant information is focused. Involuntary is orientation reflex where something surprising is put in front of a person and allocates the attention towards it.Selective AttentionSelective attention is the study of why people 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 impossible for a person to note 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 find the attention of consumer entirely, BOH tea pays attention towards animal and environmental conservation and have won numerous awards. Example, the companys packing facility in Bukit Cheeding has receive the ISO 9002 witness, this can further assured of quality tea every time consumer open up a packet of BOH tea. BOH also won the Super brand Excellence Trophy Award in Food Beverage category in 2004. orientation course reflexOrientation reflex is very important in capturing the attention of consumer. The aim of this involuntary action is to create stimuli that surprise 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 cup of tea. Health benefits offers by BOH tea also has direct their attention towards consumer automatically because they are aware the importance of healthPerceptionPerception 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 make ups of 5 major elements which is exposure stage, attention stage and comprehension stage.Exposure stageBeginning process of perception process where consumer is exposing to information in the environment that is observed by the human 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 advertisement, BOH tea website, and also campaign. Example, BOH tea has done numerous televisions commercial by targeting the horti tillage 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 come about and consumer might miss the television commercial. This me an attention is needed to draw the attention of the people.Attention StageThe matter of degree that consumer pays attention towards something, this stage consumer will allocate processing capacity to a arousal. Example, if we are driving on a freeway and we are running low on gas, our attention right away 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 instantly escalates from high to low when we are in need of something. 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 ensure safe food supply chains worldwide. BOH has also strengthe ned 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 values.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.Memory2 types of memoryShort-term memoryThe decision is instantly made, and if without repetition information will be forgotten.Long-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 informa tion that is necessity for their purchase goals or objectives , the information is receive from the input signal of the consumer. The information that is generated is then stored in the memory. Memory 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 interior(a) drive that reflects the goal of a person, which consist of the urge, wishes, or desire that allow them to strive to achieve the goals and aims that is set. The two pauperismal theories that is famously known t o express the motivation of people are theMaslows Hierachy of NeedsW.J. McGuire psychological motivesMaslows hierarchy of need is actually a theory 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 ,sleep, and alsoExerciseSafety needsSecurity, shelter, and normalcy in lifeBelongingness and love needsA persons affection and acceptance as part of family or group, inner(a) relationships and also friendsEsteem or statusPrestige, accomplishment , self respect, and the respect of others. Confident, appreciated and also the need of feel competent is also important egotism actulisationThe need to realise ones own potential, to achieve dreams and ambitionsThe next theory is McGuires Hierarchy of Needs, a very detailed se t of motives to understand the specific aspects of consumer behavior. This theory consists of 4 major categories with 16 sub-categories which explain 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 growth ?Cognitive Preservation MotivesNeed for Consistency (active, internal)Need for ascription (active, external)Need to Categorize (passive, internal)Need for Objectification (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) useful Need (i.e., problem solvers) (passive, external) emotional Preservation MotivesNeed for Tension Reduction (active, internal)Need for Expression (active, external)Need for Ego Defense (passive, internal)Need for Reinforcement (passive, external )Affective Growth MotivesNeed for Assertion (active, internal)Need for Affiliation (active, external)Need for Identification (passive, internal)Need for Modeling (passive, external) learnednessMotivesMotive arouses individual to respond and engage in breeding activity. Goal that are achieved will reduce arousal but will have tendency to occur again. Marketer 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 provide the tea in many form for choices of consumerReinforcementTendency of motives to re-occur again in a similar situation.Elements of learningResponsePhysical activity in reaction towards stimulus, Example, the process of going to retail outlet to purchase teaCuesProvides direction, respond towards motive.Example, tea can be obtain in the retail outletsCognitive Learning ( Thinking )This learning process focuses on acquiring knowledge and skill is by mental, which is creating metal pres entation 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 conclude that this kind of learning emphasizes on the role of memory and thinking There 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 observing the outcomes of other behavior or imagining the outcome of potential behaviorAnalytical learningNew information are updated when new theories or studies are formed.Behavioral Learning ( Conditioning)Classical conditioningA learning process between environmental stimulus and intrinsic occurring stimulus. Unconditioned stimulus happens automatically, unconditionally and naturally triggers a response, Example, when you smell your favorites food you may immediately feel hungry. Smell of food is unconditioned stimulus. Unco nditioned 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 connection 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 with excellent result receives praise or promotions. Reward here increases the behavior.Behavior can also be reducing for example, a student to be told to lose recess 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 number for future usageLong term memoryLong term memory has essentially unlimited capacity to store information permanently. 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 think number, we ourselves probably have to repeat it until we register the number in our memory storage.Learning process consist of 3 elementSchemesIt stor es facts and generalize information such as verbal information, concepts, rules, principles, and problem solving skills. Information that stored here is simply meaningful and helps consumers to make decision. It is well-establish schemataScriptsA special 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 tea dislodgeRepositioning is an attempt to change the consumers perception of their brand this is because the existing products position is less attractive towards consumer. Example, a product that has great quality but the price is not affordable has low return in profit to the firms, thi s means they have to change their strategy to lower the price of their products. Repositioning is a very spoilt 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 function of attitude consist of Utilitarian function, which is use to obtain reward and block punishment, Ego-Defensive function is self-protection, knowledge function is simplifies decision such as brand, and value expression 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 several important characteristic of culture such asCulture is comprehensiveThis means that everything must have a connection in order to create culture. Example, bowing and a strong desire to avoid the loss of face are unified in their manifestation of the important of respect.Boundaries of acceptable behaviorEveryone must understand their surrounding before taking action. Example, a person cannot be naked while attending class, the least outfit 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 environment.Cultural characteristics as a continuum. There is a tendency to stereotype cultures as being one way or another (e.g., individualistic rather than collectivistic). Note, however, countries fall 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 core cultureIdentification with a subcultureMass market behaviorsUnique market behaviorCore culture values and normsSub culture 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 sum up 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