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The model in Figure 1, as found in Kotler et al , shows the stages that the consumers pass through to reach a buying decision see Appendix 1.
The five stages are need recognition, information search, evaluation of the alternatives, purchase decision and postpurchase behavior.
In marketing Cookie Crisp, a breakfast cereal, it is important to influence each stage of the buying process to ensure a favourable response to the product.
The next section will look at the marketing implications of the five stages. Need recognition The buying process starts with need recognition.
According to Kotler et al , this is where the consumer recognises a problem or need. This need is triggered by internal stimuli such as biological desires and external stimuli which would be a desired state as opposed to the actual state of the consumer.
Cookie Crisp is intended for consumers who enjoy chocolate chip cookies. The image of cookies on the packaging highlights the bite-sized chocolate chip cookie cereal and creates the need of not only hunger but also the need for a cereal that gives the satisfaction of consuming chocolate chip cookies.
Information search Now that the need has been identified, the consumer may or may not search for more information. If the consumer does not search for more information, a satisfying product must be near at hand for him to buy.
Most of the information that a consumer receives comes from commercial sources which are controlled by the marketer Kotler et al, Therefore, the onus is on the marketer to utilise the avenues that would influence the consumer.
This would include doing research to find out what would attract the customer and put those findings into advertising, packaging and displays.
Cookie Crisp in using a mascot, a wolf who, in animated advertisements, makes attempts to steal the cereal from a group of children and also emphasises that the cereal is like a cookie.
The use of animation and a fun wolf who schemes to get the cereal is targeted at attracting a younger market.
While commercial sources may inform the consumer, personal sources of information such as reviews or awareness of a product from family, friends, neighbours and acquaintances evaluate products for the buyer.
Evaluation of alternatives According to Jobber and Fahy , there is a criteria used to evaluate alternatives; technical, economic, social and personal criteria.
Technical criteria in this instance would be related to taste and looks of Cookie Crisp. The economic criteria would encompass the price, the value for money and lifestyle costs.
Price is a factor that determines for some people whether they would purchase a product but the perceived value for the money also influences the choice if it is a new product on the market.
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With its unique delicious cookie taste that kids love, it's a great way for them to get whole grain and essential vitamins and minerals they need Made with whole grain as its main ingredient, you get more of their inherent goodness- like group b vitamins for alertness in school , dietary fiber to keep you fuller for longer and important minerals such as iron and calcium Kickstart your child's morning and refuel their body with a fun nutritious breakfast Whole grain as its main ingredient.
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Retrieved January 18, CRC Press. Archived from the original on RetrievedPeanut Butter Cookie Crisp   was introduced in Product Description Chocolate and malt flavored whole grain wheat balls breakfast cereal. It also analyses reviews to verify trustworthiness. We Jahreslos Skl stand spam as much as you do No, thanks. However, there are two factors that may sway this process. DPReview Digital Photography. Retrieved They are vanilla cookies with small sprinkles on them. We Camelot Deutschland hard to protect your security and privacy. Since the process is guided in some stages by unexpected factors and the behaviour of other consumers it was Jetz Spielen that marketing research must be done and the findings used to influence each stage of the process. Online Slots Casino image of cookies on the packaging highlights the bite-sized chocolate chip cookie cereal and creates the need of not only hunger but also the need for a cereal that gives the satisfaction of consuming chocolate chip cookies. Spoprt use of animation and a fun wolf who schemes to get the cereal is targeted at attracting a younger market. Contains group b vitamins for alertness in school. Kotler, P. Check Slots Machine out. The Great Taste of Cookies for Breakfast! NESTLÉ COOKIE CRISP brings a bowlful of Cookie Happiness to your kids to start their day. With its unique delicious cookie taste that kids love, it’s a great way for them to get whole grain and essential vitamins and minerals they need!. Double Chocolate Cookie Crisp was a double chocolate-flavored variety of Cookie Crisp introduced in In July , Cookie Crisp Sprinkles were introduced. They are vanilla cookies with small sprinkles on them. The cereal is said to be gluten free. In Summer , Nestlé released new packaging for the UK version of Cookie Crisp with sprinkles. Cookie Crisp Brownie was introduced in the U.K. in , which has the flavor of brownies, In March Birthday Cake Cookie Crisp was. A 30 g serving of Nestlé COOKIE CRISP® provides at least 16% of the NRV* of nine vitamins and minerals * Nutrient Reference Value (NRV). Cookie Crisp is great with milk for breakfast or as an after school sweet treat Check mark icon Made with 10g grams of whole grain per serving (At least 48 grams recommended daily). A delicious cookie taste which contains Whole Grain & essential vitamins and minerals. COOKIE CRISP® brings a bowlful of Cookie happiness to your day!.