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Hello Is Me

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Submitted By lynettel
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Hello
Executive Summary
Sime Darby Company is research the consumer behavior which will impact the consumption of palm oil during the economy slow down. The objective of this report is to produce a clear guide that aids company to know how the consumer will behavior and the decision making.
Impact of reference group
Direct reference group will influence consumer to spend time and money on Alif cooking oil. Indirect reference group are either aspirational or non-aspiration group. More consumer are having the multi reference group, which are informational and membership. Family could be the most influencing factor for reference group. It influence the consumer from a generation to generation. Since consumer are having a good experience on Alif cooking oil they may tell other about their experience, this is the power of word of mouth.
Consumer reaction on the about to end discontinue product.
The theory of reasoned action model show consumer attitude, which are cognitive, affective, conative and subjective norm. Consumer beliefs the Alif cooking oil is good for them. Consumer also hold certain feeling toward Sime Darby brand and Alif cooking oil. Consumer will make the decision to buy or not to buy the product during the behavior decision. Subjective norm influence consumer to purchase the Alif cooking oil.
The motivation that affect the discontinuation decision.
Consumer may fulfill their physiological needs and oil is the basic needs. The next needs will come when the first needs is satisfied. Consumer will look for another better product. On the other hand, Sime Darby need to improve the product to satisfy consumer needs and want. Consumer’s buying motives can from rational motives turn become the emotional motives, it may become the driven for consumer purchase more Alif cooking oil. Patronage motives is when Alif cooking oil become consumer’s first choice is when consumer purchase it again and again.
The way of influence the consumer decision and maintain the company revenue.
Media could influence consumer’s purchasing behavior during the first and second consumer decision making process. Sime Darby may create an opinion leader to influence consumer decision. Cooperation with a famous chef who can direct influence consumer such as housewife. To continue Alif cooking oil will not make company make lose on the future. Building a slower but long term strategy for Alif cooking oil guild by marketing mix and strategy to maintain company revenue.

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