Slide 1

Consumer PsychologyYSP 502/503

Presented By:Azizah WahidRashidi JohariMunatirah Yahaya Noorazlin AniOmar ThabitSuleiman Ajmain

IntroductionIn the recent years there has been an increase of the health conscious consumers in Malaysia, people who care about their health and wellbeing. Consumer spending on the health products and services are on the rise year on year basis. Private hospitals are competing amongst themselves to serve the demand in the consumer health conscious group. This observation made us realize that there has been many alternative choices to junk food and the consumers have been shifting towards a healthy life style. This trend of conscious healthy consumers is where we come with our concept of Fruit Haven.It is similar to fruits, through our research on consumer purchasing behaviour there is a significant demand from selected segment of consumers in getting quality fresh fruits and juice.The challenge is to convince consumers that healthy foods have good value, and their value is in their benefits. And the more benefits a product has, the better value it has and the more it deserves purchaseIf our marketing can educate consumers about the benefits of our products, they may see the purchase as justifiable and the product as worth the investment, which can both boost sales and make our nation healthier. It will be no small feat to convince consumers that healthy foods have good value, because the competition from less-healthy foods is fierce. Eating healthy costs more than eating poorly and it can cost a lot more.

IntroductionUnderstanding the consumer habits and healthy consumer market, we came up with a concept of one stop centre for consumers to purchase fresh fruits, fresh juices, and cut fruits with special toppings such as yogurt, mixed natural mixed nuts, honey almond granola and toasted almonds.Another creative product that we are offering is the Edible Bouquet where fruits are cut in the shape offlowersand leaves and are arranged in the container with the help of sticks. A complete arrangement looks like a bouquet of flowers.Our concept is based on a survey we have conducted among the Malaysian consumers generally and especially the health conscious consumers. Fruit Haven is believed to be able to fill in the gap amongst the regular fruit eaters and be able to meet the demand of the mid-to-upper income segment targets.

Marketing ProblemsEveryone knows the need to eat fruits and vegetables, but there are some that are even more critical when it comes to keeping your heart healthy.

Fruits and vegetables have long been known to help prevent diseases like cancer. Fruits and vegetables are critical source of nutrients and other substances that help against chronic diseases, including heart diseases and cancer, stroke and other chronic diseases.

Fruits and vegetables play a significant role in human nutrition, especially as source of vitamins, minerals, and dietary fibre. Their contributions as a group is estimated at 91% of vitamin C, 48% of vitamin A, 30% of folacin, 27% of vitamin B6, 17% of thiamine, and 15% of niacin in the US diet. Fruits and vegetables also supply 16% of magnesium, 19% of iron, and 9% of the calories.

Marketing Problem

Marketing ProblemsOther important nutrients supplied by fruits and vegetables include folacin, riboflavin, zinc, calcium, possatium, and phosporus. Some components of fruits and vegetables are strong antioxidants and function to modify the metabolic activation and detoxification disposition of carcinogens, or even influence processes that alter the course of tumour cell.

Due to their potential goodness for health, the demand of these horticultural commodities is extensively increasing as consumers are becoming more aware of health risks and health related issues

Marketing ProblemsAvailability of quality fruit supplyIn normal circumstances, regular fruit buyers buy fruits from their regular fruit outlet/supplier. Unfortunately, the number of outlet selling great quality fruits are limited and sometime, the location is quite a distance from the buyers.

Obesity in Malaysia is on the upward trendMalaysia is leading in the prevalence of obesity amongst Southeast Asian countries. Almost one in two Malaysians are either overweight or obese, placing them at a high risk for diabetes, Dr Santha Kumari, Chairman of the Selangor branch of Malaysian Diabetic Association. A recent study showed that 22% of Malaysians above the age of 30 were diabetic patients.The need to promote healthy eating amongst Malaysian families

Lack of fruit nutrients knowledgeEating fruits start at home where parents should promote the benefits of eating fruits from the early days of their children. As a result of the lack of fruit nutrients, children nowadays preferred to eat instant food and snacks as this type of food are easily accessible to the consumers.

Marketing ProblemsPromote good habits of eating fruit by relevant stakeholders Relevant authorities like government ministries and agencies must take major steps to promote healthy lifestyle which include good eating habits amongst consumers.

Instant Food and SnackingMindful snacking - eating a nutritious, properly portioned snack when hunger strikes will boost intake of essential nutrients and health promoting food substances such as fibre and antioxidants. Careless snacking, on the other hand, can easily take over daily energy requirements while providing little to no nutritional benefit, a practice that can contribute to the development of a range of health problems weight gain, tooth decay and etc.Promote eating fruits in the early age as alternative choice to snack food

Marketing Objectives

Marketing ObjectivesShort Term ObjectivesTo launch the Fruit Haven brand in Malaysia and generate awareness of the brand amongst the target consumers

To open up 3 Fruit Haven outlets at identified strategic high density locations within Klang Valley (Suria KLCC, Ampang & Cyberjaya) in the next 12 month period.

To create strong consumer appeal and favorable attitude of the brand through aggressive integrated marketing communication platforms.

Marketing ObjectivesLong term objectivesTo increase distribution outlets of Fruit Haven to 10 outlets in key market centres KL/PJ, Johor Bahru, Ipoh and Penang within 5 years of operation.

To promote Fruit Haven Franchise scheme to the dynamic and interested entrepreneurs and businessmen.

To elevate brand equity of Fruit Haven in Malaysia

Product audit

Product audit

Product audit

Product audit

After conducting our market survey recently, the findings are 75% respondents preferred both local and import fruits, while other 17% respondents chose local fruits only and the rest 7% respondents preferred imported fruits.

The Benefits

The Benefits Folate (folic acid) helps the body form red blood cells. Women of childbearing age who may become pregnant should consume adequate folate from foods, and in addition 400 mcg of synthetic folic acid from fortified foods or supplements. This reduces the risk of neural tube defects, spina bifida, and anencephaly during fetal development.

The Benefits Fruits are sources of many essential nutrients that are under consumed, including potassium, dietary fiber, vitamin C, folic acid.

The Benefits

Vitamin C is important for growth and repair of all body tissues, helps heal cuts and wounds, and keeps teeth and gums healthy.

The Benefits Dietary fiber from fruits, as part of an overall healthy diet, helps reduce blood cholesterol levels and may lower risk of heart disease. Fiber is important for proper bowel function. It helps reduce constipation and diverticulosis. Fiber-containing foods such as fruits help provide a feeling of fullness with fewer calories.

The Benefits

Most fruits are naturally low in fat, sodium, and calories. None have cholesterol.

The Benefits Diets rich in potassium may help to maintain healthy blood pressure. Fruit sources of potassium include bananas, prunes and prune juice, peaches and apricots, cantaloupe, honeydew melon, and orange juice.

The Benefits

Keeping it Fresh

Keeping it Fresh

Consumer audit

Psychographic profile Respondents of the survey constituted:

Gender:65% female and 35% male Age:50% age group - 21 to 30. Race:47% Malays, 27% Chinese, 8% Indians 18%. OthersProfession:66.4% private sectors, 18.2% students, 9.1% self-employed 6.4% government sectors.

Average Household Income:30.3% RM5000 and above26.6% RM3000 to RM5000 22.9% RM200020.2% RM2001 to RM3000.

More than half of the respondents belong to a club at 51.4% and a high percentage of 78.6% of the respondents belong to Fitness Club, which 12.5% Beauty Club, followed by 7.1% belong to Golf Club and 1.8% Health Club.

90.5% of the respondents own a car, with 5.7% motorcycle, 2.9% own MPV and only 1% owns a superbike.

Internal factors that may influence consumptionInternal factors--also called personal factors--represent the consumer's ability to benefit directly from the product in question.

A person's motivation to purchase or consume any given product is an internal factor

ConsumptionFrom the survey, internal factors that may influence the fruit consumption are seen highly on the health aspect at 75.5% whilst taste at 22.7% and its cool to eat fruits at only 1.8%.

Frequency of fruits consumption differs among them where 46.4% eat fruits everyday, 30.9% sometimes, once a week 9.1% and twice a week 13.6%.

Reasons and motives for eating fruits, 75.5% of respondents rated health as top value, taste 22.7% and 1.8% perceived its cool to eat fruits.Although most respondents eat fruits but the

Need to consume fruits differs as 30.8% think it is not that important to eat fruits, whilst 39.8% noted allergy in eating fruits, 23.1% do not like the taste of fruits and 15.4% simply dislike fruits.

perceived on fruit intake 53.8% perceived sufficient whilst 46.2% think their intake is not sufficient.

Where fruits are consumed, it is interesting to note that a high percentage of 69.1% consumed fruits at home, 16.4% eat fruits in office, 10.9% in shopping malls and 0.9% in food outlets and in clubs.

With whom fruits are consumed, most of the respondents eat fruits at home at 47.3% whilst with families at 41.6% and with friends at 10.9%.

How fruits are consumed, 80.7% eat it fresh, 10.1% prefer fruit juices, 7.3% eat it as dessert and 1.8% eat fruits with other foods.

Fruit category preferred by respondents were 75.2% prefer tropical, seasonal and imported fruits, whilst 18.3% prefer tropical fruits, 4.6% imported fruits and 1.8% prefer seasonal fruits.

How respondents feel about eating 5 portions of fruits on a day of their choice during the week, 50.9% of the respondents rated very strong intention, 30% partial intention, 8.2% weak intention, 6.4% no desire and 4.5% definitely no desire at all.

CONSUMER PURCHASING BEHAVIORConsumer purchasing behavior, 64.5% buy fruits once a week, 17.3% buy daily and twice a month respectively, whilst 0.9% never buys fruits.

Buying good quality and fresh fruits 58.2% of the respondents also rated that they do not have difficulty

Prefer buying fruits at supermarkets at 44.5%, fruit stalls at 28.2%, hypermarkets at 21.8%, wet market at 4.5% and specialized food outlets at 0.9%. Consider fresh fruit delivery, 58.7% would consider such service

Purchasing their fresh fruits from outlets as 75% rated this preference, 14% would consider online purchase and 10.3% telephone order purchase.

reasons for buying fruits, 62.4% rated for healthy lifestyle, 28.4% for daily home consumption, 7.3% for seasonal consumption, 1.8% for religious purposes.

aspect of knowledge on fruits, 90.8% of respondents know the nutrients of fruits and 97.2% agreed that fruit nutrients are important to them.

types of fruits purchased, 75.5% rated both local and imported fruits whilst 17.3% buy local fruits and remaining 7.3% buy imported fruits. Their

willingness to spend on buying fruits ranges from 66.1% willing to spend RM11 to RM50, 25.7% below RM10, 6.4% RM51-RM100, and 1.8% willing to spend more than RM100.

cut fruits, 76.4% are willing to spend below RM10, 22.6% willing to spend RM11to RM50, 0.9% RM51 to RM100 and none willing to spend more than RM100 for cut fruits.

fruit juices, 56.9% are willing to pay below RM10, 42.2% willing to pay from RM11 to RM50 and 0.9% willing to pay from RM51 to RM100.

In summary, 68.2% of the respondents rated prices of fruits in Malaysia as reasonable, 23.6% as expensive, 5.6% as cheap, 1.8% as very expensive and 0.9% as very cheap.

External factors that mayinfluence consumptionfactors like social norms, family roles and cultural values make up external or social factors. Those factors, especially the external ones, can be influenced by trends and the environment.

external factors that may influence consumption on fruit eating habits, 61.6% of the respondents rated self motivation as the factor that influence them, whilst family took on 33.9%, friends 3.7% and working peers at 0.9%

49.1% of the respondents disagreed that they are under social pressure to eat 5 portions of fruits in any day of the week whilst 11.1% agreed that they are under social pressure and 4.6% strongly agreed that they are under social pressure.

perception on new concept of eating fruits, we asked respondents if they would consider patronizing a lifestyle, specialty fruit outlet ala Starbucks, it was encouraging to note that 67.3% of respondents are willing to patronize such concept outlets.

perception of outlet 63.6% of the respondents would like to imagine the outlet with clean and minimalist ambiance. Whilst, 30.8% prefer hip and trendy and 5.6% prefer formal and elegant ambiance.

facilities for the outlet, 36.4% of the respondents would like to have free WIFI, 32.7% want free fruit sampling, 17.3% happy hours and 13.6% want membership cards.

support towards green initiatives, 84.4% of the respondents are willing to purchase a drinking tumbler from the fruit outlet for future juice purchases.

Decision-process influencesJudgment and decision making can also involve different processes. For example, one study found that consumers searched attributes in a different order when they are making judgments than when they are making decisions. Another found that whether consumers; familiarity with a product helped or heard the amount information they will recall about it depending on whether they are making judgments or making decisions about the brands.

Given the importance of judgment, in consumersinformation processing, marketers need to understand judgments about:

Judgment of LikelihoodJudgment of Goodness and badnessMental and emotional accounting

Judgment of LikelihoodIn a consumer context, judgments are evaluation or estimate regarding the likelihood that products and services possess certain features or will perform in a certain manner.

Therefore judgment made by respondents on perception of new concept of eating fruits, they would consider patronizing a lifestyle, specialty fruit outlet ala Starbucks, it was encouraging to note that 67.3% of respondents are willing to patronize such concept outlets.

In this context, we can assume that respondents perceived likelihood that the new fruit outlet, services and product offerings would possess certain features or will perform in a certain manner.

Judgment of LikelihoodOn food pricing, respondents are willing to spend within therange of RM11 to RM50 on fruits, and below RM10 for both cut fruits and juices. This judgment on likelihood can serve as important inputs into ones decision about whether to patronize the outlet, but this does not require the respondents to decide whether to go there or not

In this context, we can assume that respondents perceived likelihood that the new fruit outlet, services and product offerings would possess certain features or will perform in a certain manner.

Another example is: think about the last time a consumer goes to a restaurant. While reviewing the menu, he/she probably considered some items and thought about how good it would be before making a final choice.

The consumer is making judgments - evaluations or estimates regarding the likelihood of events. In this case, when asked on respondents support towards green initiatives, the judgment and likelihood of respondents to support towards green initiatives was encouraging, 84.4% of the respondents are willing to purchase a drinking tumbler from the fruit outlet for future juice purchases.

Judgment is a critical input into the decision process, but it is not the same as decision making, which involves making a selection among options or activities.

Judgment of Goodness and badnessA consumer combines judgment about product attributes or actions associated with a product to form an evaluation of or attitude towards the product or service.

Judgments of goodness and badness not only are affected by the attributes of the product; they are also affected by how we feel. Specifically consumers tend to form judgment of goodness or badness more quickly and consistently based, in part, on the intensity and direction of their affective responses.

In this case, with the likelihood of respondents to consider patronizing a lifestyle concept, specialty fruit outlet ala Starbucks, the judgment on the offerings such as whole fruits, fruit juices, cut fruits with toppings, fruit parfait, and edible fruit arrangements may influence the goodness of the product offerings.

With the respondents willingness to spend on offerings from whole fruits, cut fruits to juices this also reflect their judgment on the goodness of the product offerings. High demand of fresh local and imported fruits was evident in the survey by respondents, hence this reflect the judgment on goodness of the product offerings.

Mental and emotional accountingAs consumers, we use mental accounting to categorize spending and saving decisions into accounts we mentally designate for specific consumption transactions, goals or situations.

In relation to spending power, from the survey, respondents willingness to spend on offerings from whole fruits, cut fruits to juices this reflect their judgment on mental accounting on the product offerings and services. The respondents have also ranked the pricing structure that they could afford for the product offerings which they judged to be affordable by them and the new fruit outlet would need to consider this factor in order to influence or encourage patronage.

Behavioral profilethe profile of respondents was majority young working adults between the age of 21 to 30comprising high percentage of female mostly Malays followed by Chinese Indian and other races. these are the group of people who are young, energetic and on average has a relatively high purchasing power where mostly belong to a Fitness Centre and own personal transportation

Consumption level and situationconsumption level for goods, services or products would be quite vibrant and frequent. daily consumption of fruits will influence their adventure spirit to explore and try out new offerings and new way of consuming fruits beyond the traditional way.

they embrace and lead a healthy life through consuming healthy diet and fruits as part of their daily diet. knowledge on fruit nutrients and importance of eating fruits is a know fact to them and they would definitely keep abreast with current information about the goodness of fruits and how to consume it effectively.

Where and when it is consumedAlthough from the survey, mostly consumed fruits at home either with families or alone, there is a chance to change the way they consume fruits in a more fashionable and trendy fashion and in new environment.

Attitudinal benefits of the productAttitudinal benefits of the product: From the survey, most of the respondents are perceived to simply continue the way fruits are being purchased and consumed as what they have done before, because it is easy and requires little thought.

Attitudinal benefits of the productHowever, if we look at the cognitive foundations of attitudes, which is categorized as below:Direct or imagined experience:Reasoning by analogy or categoryValues driven attitude:Social identity based attitude generationAnalytical processesEmotional benefits of the productSymbolic benefits of the product

Direct or imagined experienceElaborating on actual experience with a product or service (or even imagining what that experience would be like) can help consumers form positive or negative attitude. In this respect, eating fruits, taste of fruits and knowing the benefits of fruits can give a direct experience to the respondents whilst, imagining and admiring a good photography on fruits or any fruit visuals can conjure up a sense of tantalizing taste and mouth-watering sensation which may constitute as imagined experience that can help to develop a favourable attitude towards the product ie fruits or eating fruits

Reasoning by analogy or categoryConsumers also form attitudes by considering how similar a product is to other products or to a particular product category. To illustrate this, if we can derive a wonderful experience from eating chocolates, then eating fruits is as tasty as chocolates. From this analogy, the non regular fruit eating respondents in the survey can be influenced to form a positive attitude toward eating fruit / fruit product and can be convinced to adopt fruit eating habits in the future.

Values driven attitudeAnother way that attitudes are generated or shaped is based on individual values. If you think health is one of your most strongly held values, therefore when you buy or consume fruits, you might have a more positive attitude about a brand or the product itself. Thus your values shape your attitude toward those brands. Consumers who value authenticity and therefore form a positive attitude toward a brand or offering they perceive to be genuine, real and try. Most of the respondents are well knowledgeable about fruits and know the importance of fruits on its nutrients and health benefits. The value on health is attached to fruits; therefore this group of respondents might have a positive attitude toward fruit products/brand that they buy from the outlets.

Social identity based attitude generationThe way that consumers view their own social identities can play a role in forming their attitudes toward products or brands. Fruit eating respondents may consider themselves as health-conscious individual by associating themselves with healthy lifestyles; Fitness Club or health club; and that may be a defining aspect of their identity. Therefore they will tend to form positive attitudes toward a brand or product (endorser of fruit eating campaign, endorser of a new fruit outlet) that enable them to express their social identity

Analytical processesConsumers sometimes use a more analytical process of attitude formation in which, after being exposed to marketing stimuli or other information, they form attitudes based on their cognitive responses. Cognitive responses are the thoughts a person has when he or she is exposed to a communication, which may take the form of recognitions, evaluations, associations, images or ideas. In this respect, majority of respondents have seen fruit advertisements and this would influence their attitude towards the ad or the product in the advertisement. This can conjure up a positive thoughts can have a favorable impact on attitudes.

Emotional benefits of the productWhy do customers buy your products and services? Chances are the answer isnt the tangible description of your products. Those attitudes tend to be short lived. They are important, for example, only until you competitor matches your products features. Emotional benefits enable the consumer to say something positive as a result of using a product or service. These benefits are the vehicle for establishing an emotional connection between the product/service and the user. The emotional connection builds the trust that lead to loyalty. With the connection firmly in place, loyal customers will be les likely to abandon the brand because they know they can count on it. In the end, this emotional connection can help retain or gain market share. In this instance, respondents could relate the sense of goodness, rejuvenation, happy, and healthy through food consumptions hence establishing an emotional connection with fruits and eating fruits.

Symbolic benefits of the productSymbolic benefits tend to be non-product related. These tend to be the meaning consumers attach to a brand: prestigious car, exclusive club, or impressive neighbourhood. Expensive brands deliberately promote symbolic benefits. Symbolic benefits are aimed at a consumers need for social approval, self-esteem, and quest for the best things in life. Because symbolic benefits are not necessarily related to functional benefits, strong symbolic imagery once created, can command a huge premium. For instance, an exclusive perfume can be priced 100 times higher than a run-of-the-mill perfume. From the survey conducted, we can perhaps associate the respondents intention to patronize a new fruit lifestyle concept outlet as symbolic benefit of the product.

In summary, do Fruit Haven offerings meet to the consumers behavior profile?

Based on the consumer profile, the Fruit Haven offers a solution that can satisfy the needs and wants of consumers; offering a new fruit eating culture, changing attitudes and mindset and perception on fruits. Not only offering its health benefits but a lifestyle that transcend age and gender

Market Segmentation & Target Market

Market segmentation was seen in literature in two distinct ways:

Consumers' division in groups is a pure market research scheme (by means of survey) in order to divide consumers in homogenous groups that are used to evaluate demand characteristics. With the help of such data it is possible to examine how good did the firm develop its market strategy in terms of meeting consumers needs.

2. Second aspect of segmentation include market analyses in which market segmentation is seen as a tool that helps in identifying new market niches.

The main purpose of this research is that there are significant differences between some consumers' types that buy fruit on the markets in terms of their psychographic characteristics. These segments are mutually different relating to their buying behavior, geographic, socio demographics, and satisfaction with a purchase of fruits on markets.

PRIMARY TARGET MARKETWORKING PRIVATE SECTOR (66%), STUDENT (18%), SELF EMPLOYED (9%), GOVERNMENT SECTOR (7%) THE ECONOMICALLY BUSY CITIES OF MALAYSIA HAVE BEEN CHOSEN

AGE BETWEEN 21 - 30 (50%) AND 31- 40 (33%)

MARKETING MESSAGES WOULD BE TACTICALLY TO APPEAL TO YOUNG AND ADULTS

HOUSEHOLD INCOME 5.000 AND ABOVE (30%), 3.000 - 5.000 (27%), 2.000 3.000 (20%)

PEOPLE THAT VALUE THEIR HEALTH AND OFTEN CONSCIOUS OF IT

Product audit

Product audit

Product audit

After conducting our market survey recently, the findings are 75% respondents preferred both local and import fruits, while other 17% respondents chose local fruits only and the rest 7% respondents preferred imported fruits.

Positioning strategy

PositioningProduct positioning is placing the product, service, company, or shop in the mind of consumer or target group.

Fruit Havens PositioningFruits are highly regarded for their variety, convenience and health benefits. With more consumers embracing new flavors and healthy snacks, fresh-cut fruits are well positioned to benefit from this trend. Product innovations and new packaging designs will be key in raising sales from these products. Currently, supermarkets and mass merchandise stores are primary market outlets for these products. Premium Outlet positioning selling a lifestyle that matches the consumers social advancement and filling the gap of enjoying healthy fruits in a cozy and upscale location

With the premium outlet positioning we have identified three locations in the central Kuala Lumpur as the location of our outlets. This is stated in the marketing objectives. The locations are :1.KLCC2.Cyberjaya3.Ampang hilir embassy row

These areas are perceived as middle class to high end, befitting to the positioning and perception Fruit Haven wants to be seen.

Lifestyle DefinitionInternal Influences - Lifestyle and AttitudeLifestyle is a common word to explain complicated consumer behaviors. Lifestyle is a way to segment people into groups based on three things: opinions, attitudes and activities. Lifestyle means the ways groups of consumers spend time and money. Everyone has two lifestyles-the one they are currently in and the one they want to be in, which is always better than the current one. Marketers exploit this desire to move into a better lifestyle . Attitude is an internal evaluation, expressed outwardly about a person, object or issue. There are three components of attitude - affect, behavior and cognition. This sometimes called the ABC's of attitude.

Fruit Haven VS Normal Fruit OutletPositioningNormal Fruit shopFruit HavenTraitsPersonalityGood but unimaginativeExotic Charismatic, surprising good things in life, an inspiration, an achieverValuesWholesome/ VirtuousVitalityReal, genuine, originality, active. Feels good about lifeFunctional benefitsHealthy enjoymentRefreshing taste, enjoyment for many eating occasionsRefreshing taste, enjoyment for many eating occasionsAttributesTaste, nutrition, convenient ready to eatTaste, nutrition, ready to eatAppearance, ready to eat, nutrition

As Malaysian consumers become more sophisticated in their purchase behavior, Fruit Haven fills in the gap between promoting a healthy lifestyle plus lending a premium stature to it.

Fruit Haven Profitability Premium IndulgenceAlthough some consumers are actively trying and succeeding in adding healthy foods in their diets, the mainstream consumer is still turning towards comfort and indulgence foods.

Wellness Wellness reflects foods and food categories that have perceived impacts on the consumers health and wellbeing. There are many health and diet concerns consumers are facing todayThe other consumer concern is the presence of chemical residues on fresh. More demand for fresh, organic food

Fruit Haven Profitability ConvenienceConvenience refers to anything that makes life easier for the customer. Convenience is becoming an increasingly important factor for consumers when buying food products.

ValuePrices have significant effects on food expenditures and eventually play an important role in explaining part of the trends in food marketing. People with high income tend to buy more expensive foods, and they are attracted to premium shops

Other InfluencesPrice perception Price perception is a marketing strategy used by business to increase total sales. Fruit Havens marketing implies on pricing based on the lifestyle and unique offerings

Product packaging design Consumer psychology under mass consumption system - People feel the packaging in the purchasing process, packaging could bring consumers a very intuitive impression, both the physical and psychological function of the packaging are reflected in packaging design. Consumer orientation and design orientation - . Good positioning has "Preconceived" effect, designers need to know what consumers want, what kind of mental satisfaction they needThe psychological needs of consumers - stylish, full of the modern characteristics, coincide with the levels and habits of the consumers. All the people want is the psychological satisfaction, inner sense of conquest in the consumption process, they think the goods worth the money they spent as long as they like it.Branding packaging design - The image of the product plays an important role in adaptation of in all aspects of the sale, it directly impacts the product impression in the minds of consumers as well as the composition of consumer behavior, then affects the ultimate purpose of the sale of goods.

New Segment, New OfferingFruit Haven needs to create motives to motivate consumers to patronize the outlet. Motive is a strong feeling, urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Motives which Influence Purchase Decision may be classified into two:i.Product Motivesii.Patronage Motives

Fruit Haven Trigger MotivesFresh fruits/cut fruits presented in artistic arrangementsCards for gift co brand with Memory Lane to promote special discounts on purchase at Fruit Haven based on earlier purchase at Memory LaneEdible Fruit bouquet for that special occasionFruit parfait a dessert concoction in promoting the luxury experience of eating fruits Fresh ice blended fruit juice with variety of flavours

What influences customers to patronize the outlet?Sensory Experience at the Fruit Haven Outlet Visual- wooden color furniture appeases the visual effect for consumers. The color brown and red triggers hunger as per the neuro psychology effect. It also reflects the cleanliness and neatness. The food display also attracts the mindSmell smell citrus, seasonal smell, fruity smell, fruity experiences Taste free sampling of fresh and crunchy fruits to convince that all fruits are freshSound the friendly greetings from outlet staff and the type of music that is played in the outletTouch customers get to pick and choose the fruits they would like to purchase

Unique selling proposition (USP)

According to Rosser Reeves (belch and belch 2012),three characteristic of unique selling proposition as:each advertisement must make a proposition to the consumer. Not just word, product puffery, show-window advertising. Each advertising must say to each reader: buy this product and you will get this benefit.the proposition must one that the competition either cannot or does not offer. Its must be unique either in the brand or in the claim.the proposition must be strong enough to move mass millions, that is pull over to new customers to your brand.

Unique Selling proposition is

colour of fruits

Which mean :1) Variety of product offeringsFruit Haven will offer great quality fruits from tropical/local and imported fruits. Customers may be able to select variety of fruits from range of product of Fruit Haven outlet where quality is utmost important.

2) Colour of nutrients - Think of the RainbowBy drawing attention to the colour of your food, you can improve your overall health and create better eating habits. Make sure to include all the colours from the rainbow in your overall diet. Colours like white, yellow, orange, red, green, blue and purple make our diet healthy and also appetizing and fun. Lets see what the different colours means for your health.

Colours mean:a) White The food in the white spectrum, which lowers cholesterol levels and blood pressure and prevent diabetes and combat bacterial infections.b) Yellow / Orange Yellow and orange in colour will help keeping your skin young and they can also have a positive influence on your mood.

Colours mean:c) Red Red colour can help to improve our cardiovascular health, helps memory and reduces the risk of cancer in the urinary system.d) Green Green was a popular fruits colour in the world, and has a meaning these fruits contains more beta carotene content.

Colours mean:Blue and Violet Colour, Purple and BlackThe fruits which has Purple or blue or black has meaning if these fruits contains Anthocyanidins Resveratol, strychnine, scopolamine, scopoletin and Skoparon as the active compounds that can inhibit nervous attack or nerve spasms.

IMC tools for Promotion

The message behind this campaign is to create greater awareness of the Fruit Haven brand and subsequently to encourage traffics to the outlet. In designing the right IMC tools we need to first examine the cognitive orientation. The five stage decision process model view consumers as the problem solver and information processor who engages in a variety of mental processes to evaluate various alternatives and determining the degree to which they might satisfy needs or purchase motives. (Belch Belch)

Approximation SequenceShaping ProcedureReinforcement AppliedInduce Product Trial

Induce purchase with little financial obligation

Induce purchase with moderate financial obligation

Induce purchase with full financial obligationFree samples distributed, large discount coupon

Discount coupon prompts purchase with little cost; coupon good for discount on next purchase

Small discount coupon prompts purchase with moderate cost

Purchase occurs without coupon assistanceProduct performance coupon

Product performance coupon

Product Performance

Product performance

Awareness LevelWith this model, the awareness level is taken into three sections. Firstly, awareness through participating/engagement with customers as the Fruit Haven outlet is new, aggressive sampling activities will be planned to engage with customers and sell the brand. Secondly awareness through sharing it is essential to engage customers through the power of social media. Our key target group are those who are educated and perceived to be internet savvy. Thirdly awareness through designated website Fruit Haven will have an interactive website where customers will be able to provide their feedbacks via social media. Online order is part of the Fruit Haven promise to the customers.

ConclusionThe brand strategy aims to differentiate Fruit Haven, marking it out as a premium product, moving it from the category of perishable commodity into the premium-priced consumer goods bracket. Branding is a key element in the strategy, which aims to grow consumption of Fruit Haven by positioning it as an ``exciting mainstream fruit that is eaten daily. The brand challenges for Fruit Haven are:To establish a point of difference between Fruit Haven and other fruit selling outletThe core product values and the consumer emotional triggers of the brand. To find the brand positioning idea that encapsulates all the elements of the Fruit Haven brand equity.To bring Fruit Haven to life and find the brands eccentricity and its difference. To go beyond traditional research with brand concepts and not only to find out what is, but also what could be.