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Marketing Mix

C/M/2294. Raisio PLC and consumer behaviour

WORDS:
2700
DATE:
2011
PRICE:
29.99 GBP

This paper examines consumer behaviour in reference to the Finnish company Raisio PLC, a producer of functional foods and functional food ingredients. The paper begins by evaluating theories of consumer behaviour, some of which include the economic view, the cognitive view, and the passive view. The paper evaluates consumers and brand relationships, as well as consumers and functional foods. Benecol (one of Raisio’s products) is evaluated in reference to consumers, and the way in which Benecol reaches consumers is assessed through use of the 4P analysis. The paper concludes with recommendations for Raisio PLC.

 

KEYWORDS: Consumer behaviour, functional foods, functional food ingredients, economic view, cognitive view, passive view, brand relationships, Benecol, 4p, marketing mix,

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