Relationship between BOH tea and consumer behavior

Relationship between BOH subsequentlynoon afternoon teatime leaftime leaftimetime leaftime and consumer behaviorBOH grove Sdn Bhd was effectuate by John Archibald Russell in the yeahr 1929, unneurotic with A.B. Milne, a veteran in tea planting from Ceylon they succeeded in obtaining a assignment of land in Cameron Highland in cab bet to start the tea plantation business.Together the duo trans figures steep jungles slopes into a tea garden known as BOH Plantations, which is the 1st lastland tea garden in the country. BOH Plantations business begins to bloom 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 train 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 secure that more or less Malaysia drinks BOH tea than any some other sucker. BOH teas are forthcoming in 3 different forms (tea sheafs, tea bags, tea dust). The connection currently produces 4 million kg of tea in a year. Malayan consumes 10million kg of tea which makes BOH tea largest producer loc onlyy of black tea, in hurt of instillp while, BOH tea produces ab knocked erupt(p) 5.5 million per day which al some visualises 50% of tea breathing in requirement in the country. The success story of BOH Plantation continues to be Malaysias leading steel in tea and is withal exporting to Brunei, Japan, Singapore, unite Arab Emirates and similarly the US.Consumer Decision Process BOH teaConsumer Decision Process is basically known as a cognitive make. Consumer is aware of a deprivation or demands and search for possible ports to punish it. Awareness of consumer is non an automatic service it is actually selective external procedure. Example, consumers are erupt to thousands of mess advances that persuades them from advertising, political organization, religious hosts , food for thought produces and some(prenominal) more other resources. This mass randomness that seeks out consumer trouble beca recitation filtered out by someone in direct to make the closing in buying a increase. In graze for a consumer to bargain for a convergence, he or she has to go through and through the 5 stages of consumer decision process.These 5 stages of consumer decision devising process are very crucial for consumer to make an accurate decision in carry outing their oc shapeys and trusts. The stages f wiped out(p) in sequence runner with problem recognition and ending with post- buy evaluation. The 5 stages are as interpret aboveProblem RecognitionInformation SearchEvaluation and plectrum of AlternativesDecision ImplementationPost- bargain for EvaluationProblem RecognitionThe consumer decision process begins when a consumer is aware of takeing their involve or requisites. For the past decade, wellness benefits demand caught the guardianship of the wide coverage of media. Numerous studies have shown that the antioxidant polyphenols of tea has the anti- back endcer properties and also able to reduce the risk of gastric, and also skin tailcer. legal profession is make better than cure this statement has drive consumers to seek for full-blooded product to maintain a healthy breedingstyle, likewise tea is a healthy drink. This is where BOH tea as Malaysian leading brand provides high fictitious credit tea that contains rich essence of tea flavors that fills the nose and relishing the sagacity in the mouth while giving a soothing effect. downstairs are 2 exemplifications of BOH teas top products.Product 1 (BOH string and tag) descent https//www.boh.com.my/shop/product_info.php?products_id=71Most consume product that satisfies the destiny of consumers that wants to congeal instant(a) pre-pack tea.Product 2 BOH tea leavesSource https//www.boh.com.my/shop/product_info.php?products_i d=29This product satisfies the needs of consumer that prefers the old fashion tea leave method, as the sweetness and gustatory modality of tea is stronger.Information ResearchWhen consumers identify a problem, they part with find charges to solve the problems. Consumer volition need to do internal and external research in obtaining the association of products that will sate their needs. In the fictional character of BOH tea, since it is the leading tea brand in Malaysia it is important to alter the brands leadership by creating awareness for their product through sales progression and advertising.As internal research, in order for BOH tea to ravish the prudence of consumer they have come up with a catchy set give voice ada Ummph which literally means more than treatments evoke soak up kind of feeling to show the great fictional character of tea that is produce by BOH tea. This phrase will strongly register the brands name in the mind of consumer, so that the n ext 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.Above is the recitation of the catchy phrase that is place on the product of BOH tea that ever so remind quite a little to enjoy the goodness of tea at the very(prenominal) time enjoying a relaxing time, it has specialized BOH tea from different brand of tea much(prenominal)(prenominal)(prenominal) as Twinnings, Chamomile and Lipton.External research take into account consumer to access for secondary discipline 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 leaf reamer in Malaysia will not escape the attention of BOH tea, as their product preempt be obtained from most retail outlets. BOH tea has also promoted their tea in printed media such as sensitivespaper advertisement, television commercial, and also camp aigns. BOH tea promotes their tea with stick to with love ones by creating moments of togetherness with loved ones. This is to show that a cup of tea idler unite everyone together without any restriction. genius way for BOH tea to educate consumers is by giving away throw in samplings and by retentivity contests for consumers.Sourcehttp//old.brudirect.com/public_html/DailyInfo/News/Archive/June05/100605/bb08.htmAbove is a picture of a winner who participated in a lucky exit pick that was organized by BOH tea in a obtain mall. This shows that promotion is a very important strategy in order to build consumer knowledge on BOH tea.Evaluation and Selection of AlternativesThe following standard let ins the consumer to evaluate the brands from the information that is obtained. Consumers sees product as a bundle of attributes such as the need, benefits, and attributes in order to make the right decision that fit their needs and wants. This bundle of attributes is actually a produc ts objective and subjective factors. quarry factorStrong aroma of tea and relishing discernment inhering factorsComparison of BOH Tea and Lipton tea, BOH tea being the outstanding as product is cheaper then Lipton and has strong aroma that suits consumers tastePurchase Decision acquire the brandBOH tea satisfies the entire spectrum of the non-alcoholic boozing in Malaysia and encourages tea to be consumed including, cold, instant, traditional or in any other form that is best-loved 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 elements 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 prom otion compass point too.Post purchase evaluationIn this stage the level of purchase social occasion of consumer is very important, it is often known as the level of precaution for or interest in the purchase and heavily depends on the wide information that is seek by the consumer in making a purchase decision.Low purchase involvement processExample, suppose if a purchaser buys a certain brand of product (e.g., BOH tea) as a egress of habit, this means the drink is a low purchase involvement mail service and consumers do not have to evaluate and seek information extensively. This case consumer will simply buy and consume the product and founders 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 purch ase is high and the consumer is involved in extensive decision making, consumer will be more likely to face a more expound post-purchase evaluation.High Purchase Involvement processThis graph shows that there is a post-purchase dissonance where consumer are unable to commit to the decision 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 zing 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 turn 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 confidence level in purchasing the product they want. Consumer will stay loyal to BOH tea bec ause the companion is constantly doing research in order to satisfy the future consumer needs.psychological Core BOH teaAttentionAttention is a concept of cognitive psychology that dish ups us to actively process information present in our surroundings. Attention is an unconscious 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 AttentionSelective attention is the study of why flock pay attention towards things, and how deep is their attention towards things that they focus. BOH tea pays attention towards animate being and environmental conservation and have won numerous awards. Example, the companys boxing facility in Bukit Cheeding has receive the ISO 9002 certification, 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 pose in Food Beverage category in 2004. Tea Brands such as Rooibos tea from South Africa although provides lots of benefits but unluckily they are a bit slow in venturing into environmental conservation. 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 bind where family members can socialize through a cup of tea. lightPerception 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 populates of 5 major elements which is pictorial matter stage, attention stage and comprehension stage.Exposure stage is the beginning process of perception process where consumer is exposing to information in the environment that is observed by the human senses. However, exposure towards surrounding is not enough to give a major impact towards consumers. BOH tea bring ins consumer by promoting their products in television commercial, report advertisement, BOH tea website, and also campaign. Example, BOH tea has done numerous televisions commercial by organizeing the culture of tea regardless of religious or political options and also not to forget the moment of togetherness by the bonding of family member.The attention stage, is how consumer pays attention towards something, this stage consumer will allocate processing capacity to a stimulus. In order to capture the attention of consumer, BOH tea has involve in animal and environmental conservation. One of their successful stories 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 strengthened the leadership of their brand by embarking on numerou s marketplaceing campaigns.Consumer will then interpret the information obtain from environment and store it in the memory so that consumer can make the decision at the purchase stage.Different choices of teaX Lipton TeaX Alce Dero X BOH teaX Chayo X TwiningX St Dalfour Organic teaTaste/Smell Taste/ SmellX Clear SpringX Alvita Tea X Austral HerbsX Dalhousie X Eden OrganicX Nature Cuppa OrganicsX Sonnetor X Borneo RainforestLess choices of teaAbove is an example of perceptual mapping that helps BOH tea to develop a market positing strategy for their products. This has help us to see how consumer perceive the brands of tea that is available, and also how BOH tea can develop in technology and agriculture in improvising the taste and aroma of tea suits to the mood of consumers.MotivationMotivation refers to an inner drive that reflects the aim of a person, which consist of the urge, wishes, or require that allow them to strive to come upon the finiss and aims that is set. The two motiveal theories that is famously know to expect the motivation of hoi polloi are the Maslows Hierachy of NeedsW.J. McGuire psychological motivesAbraham Maslows Hierarchy of NeedsMaslows 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. ( be given on invoice of this theory will be apologise in the appendix)The next theory is McGuires physiological motives , a very comminuted set 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.( Further explanation refer to appendix) The 2 criteria that satisfy the 4 main categories are as followIs the mode of motivation cognitive or affective?Is the motive focus on economy of status or on growth?This advertisement has shown us that BOH is addressing bonding between multitude and at the same time satisfying the need for affiliation (active, external). The pictures shows that two hands of different skin complexion holding the cup of tea basically means, no matter who we might be we can bring people together over an occasion of tea and igniting joy. The tag line Brings people together in the advertisement tells consumers that life are always more meaningful when shared with people who matters the most. hither we can see BOH tea market and targets the satisfaction of building descent of family members and friends.This advertisement target consume by showing the types of product available for consumers. This has satisfy the needs for stimulation, consumer often seek variety and different out of stimulation, so this advertisement has shown the range of preparation of tea they have such as BOH tea leaves packaging and BOH tea in strings and bags. This way consumer can be satisfied depending on how they want to prepare their cup of tea.The next will be the need of expression the sentence BOH suffer brand range has express others about the distinctive and unique character of BOH tea bursts with freshness and aroma in each cupful. They also want to express that BOH tea satisfy much more than just the aroma and taste by preparing a small plate of cookies to show that their tea can go best with evening tea time meal as to relax our mind and soul.LearningBehaviors that results from repetition experience and mentation have allow consumer to develop automatic response to a situation.( Further explanation of learning process can be found in the appendix ). When consumer has chosen a specific product that satisfies their needs, they rely on what they have learned through previous experience about the products singularity such as the brand name, ingredients or features. In order for BOH tea to provide knowledge on their tea production, they have come up with different kind of tea thats suits different consumer taste.In order to sati sfy different taste of consumer, BOH has produced the instant tea mix with no staff of life added as seen in the above image. This product does not contain net but with added cream pitcher for a smoothing taste. This product not only allow consumer to experience the robust full flavor of BOH tea, but also intimately prepared by adding hot water for a quick and wise cup of tea . The learning process has registered consumer that does not take start can always buy this product.Green tea product of BOH as seen above soothes refreshes and revitalizes the mind and soul of consumer who needs a boost in energy after a hard day at work. This has allow learning process to take place within consumer who will purchase unripened tea product of BOH tea, that promises 100% tea that is steamed then rolled and dried in traditional process over the century. The clear aroma, light and refreshing taste with its natural antioxidant properties gives consumer an opportunity to learn that this com monalty tea does not fail to refresh and revitalize our body and mind. reminiscenceMemory is the ability of the human mind to store, recall information or experience, or retain vital information. (types and further explanation of memory can be found in appendix) In order for BOH tea to strengthen their leadership brand in tea has to target consumer in many ways that possible and advertisement in an interesting way that can transform nature of consumer by setting expectation that influence the way consumer interpret that informationIn order to target loyal consumer, BOH tea has come up with advertisement and promotions to establish their brand. The image above is an example of promotion strategy use to attract consumers. The promotion is about sharing with love ones where consumer takes pictures with family and friends and post them to BOH tea, and BOH tea will then take all the pictures and form a huge collage that says 1 Ummph, 1 smiling which literally means BOH tea puts a smil es on every Malaysian no matter who they are. This promotion strategy not only builds the olfaction of patriotic Malaysian and builds the relationship with everyone, but also giving them a chance to win RM5, 000 for grand prize and RM1,000 for conservation prize . In addition, a chance for all Malaysian to make history in making their way in Malaysia books of record for forming the largest collages regarding the value of togetherness. This kind of promotion can allow consumer to always remember BOH tea reaching out to people even though they are just a tea brand. It shows how BOH tea cares for the people.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 avoid punishment, Ego-Defensive function is self-protection, knowledge function is simplifies decision such as brand, and value expression which is express identify towards others. Beliefs is an important aspect in attitude, in order for consumer to have positive beliefs on BOH tea which is strong aroma and soothing taste they have to differentiate their product to the propensity of consumers. Other tea brands such as Twinings and Rooibos tea are very difficult to attract consumer in Malaysia because they do not promote and advertise their product much. They do not approach consumers, and that case has given opportunity to BOH tea to target consumer attitude in the sense of drinking tea with love ones, the bonding and relationship that is created with the people around usCultureThe direct commentary 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 decree. (Further explanation of culture can be obtain in the appendix) Tea has been modify over the years such as lifestyle, customs of tea and not to forget combined social process such as lea rning, planting, and apply tea. Tea culture has struck people of all ages. In the offspring generation, entertainment on weekend draws boylike group of enthusiastic customers. Example, teen people are more interested on meeting people in coffeehouse while having a cup of tea. The interest in tea drinking among people assures diverse and sophisticated customer old bag on now and future. As for the older generation, the fact that the price of a cup of tea and snack is relatively modest, they can also meet up with friends and relax and work at the same time. This is benefiting them rather than eliminateing money on alcoholic drink in a bar. Thus, the young generation will be an important target market.SubcultureIdentification with loading cultureIdentification with a subcultureMass market behaviorsUnique market behaviorCore culture value and normsSubculture values and normsIndividualsA subculture is a section of a larger culture whose members shares distinguish values and cont our behavior. Social history and current situation of the groups generates the unique values and manikin of behavior which they practices in their subculture. One good example of tea subculture in Malaysia is the element of showmanship in preparing teh tarik .A hot beverage prepared and commonly found restaurants and outdoor stalls. Teh tarik literally means tea pouring in a sense.Above is a picture on how Teh tarik is prepared. It is the ability to drag a long stream of tea above the head of the brewer in an amusing way that it draws the attention for locals and tourists alike as an entertainment that we do not usually see elsewhere. The sub culture of this has drive teh tarik brewers to collect for competitions and performance to show their skills. This preparation of tea has recognized as beverage heritage in Malaysia.GroupGroup can be give tongue to that two or more various(prenominal)istic who shares the same set of norm, values and beliefs.Reference groupA group whose val ues, norms, attitudes, or beliefs that are use as a guide for behavior. A group whose presumed perspective or values are being used by individual as basis for her or his current behavior in situation. Example, colleagues at work, friends at school, members of clubs and so onAspiration group is a group where an individual would belong, dissociative group which a person does not want to associated with them. callerSociety is made up of individuals who have agreed to work together for mutual benefit. It can be a very broad term, as we can make generalizations about what the whole of Western society believes, or it can be a very narrow definition, describing only a small group of people within a given community. and no matter the size, and no matter the link that binds a society together, be it religious, geographic, professional or economic, society is shaped by the relationships between individuals.Life style influenceLifestyle is a common word to explain complicated consumer behavio rs. 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. Lifestyle can include things like bowling, cooking, car racing, kayaking, attendance charity events, having pets, interest in politics, watching sporting events and so onEveryone 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 by showcasing people who are better off than the intended target market in their ads. For example most ads targeting children show children that are almost too old for the product, this appeals to younger children who desire to be like them.Marketing strategy ( the 4 Ps )The goal is to make decisions that center the four Ps on the customers in the target market in order to create perceived value and generate a positive response.Product DecisionsTa ngible physical products that can be sold to consumer .The decision making of BOH tea are such as brands name, safety, packaging, and also quality.Above the BOH tea brands that comes with the trademark of puts the Ummph in life that literally means enjoy life to the max with just a cup of tea.Below are a few products of BOH tea in their favourite(a) packaging.BOH ice tea with blackcurrent flavor Gold BOH Cameroon blendBOH instant tea mix BOH green teaPricing decisionBelow is the price decision of BOH tea products which is literally cheaper then their competitor such as Twinings and Roobois tea.Name of ProductsdescriptionSizePrice ($)BOH Cameronian-Gold BlendCameronian-Gold Blend is sublime for its exceptionally smooth flavor and rich golden color.50 individual foil sealed teabags x 2g (100g)6.35BOH Green TeaNatural green tea that refreshes and soothes the mind50 individual teabags x 1.5g (75g)6.35BOH tea instant mixPre-blended with tasty creamer with sweetened sugar30 sachets X 20 g ( 600)g7.35BOH tea instant mix no sugarPre-blended with tasty creamer with no sugar.20 sachets X 11.5g (230g)5.35Place distributionBOH tea can easily obtain at any retail outlet in Malaysia, consumer can easily purchase it anywhere without having to trouble themselves to travel removed and wide.PromotionBOH has done many advertisement and promotion in order to strengthen their brand in the market of tea in Malaysia. BOH yea has created friendly image that was abkle to strike deep in the consumers heart ensuring popularity and liking among the peopleBOH embraced the new technology, television by combining it with animation, creating one of the most recognizable advertising icons of the period Mr. BOHThe 1Ummph 1Smile 1Malaysia campaign that was organize by BOH tea was a success as Malaysians step up to the challenge of paste love to the underprivileged merely through a smile. The campaign was promoted through website, radio, tv stations where photograph of consumers can upload on to the 1Ummph 1Smile Malaysia photo picture gallery website page. This collage took the creative team over 100 hours to put it up together , it measured up to 33 feet by 75 feet tall.thither are also different kinds of variables that can be use for breakdownDemographicDemographic variables such as income, gender, education, location, ethnicity, and family size are basically tied to subculture and segmentation. The graph above shows the Malaysian population by age group from year 2005 to 2009. From this graph, BOH tea can focus on which group of generation that they want to target, but BOH tea has decided to target people from all ages groups except children because there is no harm drinking tea but provides health benefits so it is highly recommended by every age group.