Cadbury Case

Executive Summary

By referring to the case study, Cadbury's unethical marketing activities had led to the substantial influence of customer power and protest by illuminating the relevance of consumer's behavior. This report is written to illustrate the importance of consumer behavior marketing theories and shows how the consumer's behavior can affects Cadbury's product.

Situational influences are applied on consumer behavior by doing analysis for this report. It is classified as physical, social, motivational and consumer's mood. Physical shows that it is the tangible factor which something can be seen in the shopping area and the amount of choices are provided across the categories while the interactions with others at time the purchase decision is made are known as social, it influences the people during the purchasing process. For motivational, it means that there is always a reason for consuming a particular product, usually to satisfied own needs and wants. Furthermore, mood of a consumer can affects the buying decision too for example buying a product without further thinking while the consumer is feeling moody or upset.

Moreover, self-concept is taken down to be part of the analysis. It shows the attitudes of person holds toward own self is just like a consumer has the attitudes toward the product. Usually, these attitudes are often positive but not always. Besides that, corporate social responsibilities are being used in the analysis to show that long term goals that are good to the society can be pursued by a firm as it is an obligation.

Motivation, which is the last part of analysis in this report. By using Maslow's hierarchy concept which is in a pyramid form, people will work their way up by following the pyramid that consists of safety needs, social needs, esteem needs and self-actualization. Lastly, the decision of replacing the cocoa butter to palm oil has considered as an unethical marketing activities as it will make the animals lose their natural habitat by doing the palm oil plantations and this may cause the consumers have negative impacts on the product and decreased in purchasing the product.