Consumer Behavior of Zealong Tea for Residue Free-myassignmenthelp

Question: Discuss about theConsumer Behavior of Zealong Tea for Residue Free. Answer: Background: Zealong tea began its operations in the year 1996 from New Zealand itself. Tea is farmed organically and is residue free. The products are available in four flavour tones which are- our, aromatic, dark and black The fluctuating weather conditions of NewZeland make it a perfect for the purpose of growing tea. The company also practices a number of different approaches for gaining competitive advantage over other similar market players. As mentioned by East, Singh, Wright Vanhuele (2016), the company has a no compromises approach to quality which places its products at the nice both nationally and internationally. Some of the aspects which could be certified by the company to gives a market advantage over others are that the tea is farmed organically and is residue free. With the growing health and environmental concern many people have stopped using chemically processed food products worldwide. As commented by Biswas Roy (2015), people worldwide are shifting towards the use of more and more organic substances as well as food product. Marketing strategies Zealong places special importance upon branding and positioning such as developing elegant package designs. To gain a competitive advantage Zealong has also focused upon building high quality tea ware items purity of the product which could help in the optimisation of the health and well being of the customers Zealong picks up only the top three leaves which are also emblem onto the package. Additionally, the company palces special importance upon its brand name, where it uses the name New Zealand Oolong, where oolong means black dragon tea("zealong.com", 2018). It is a perfect match for Newzeland grown product. Additionally, the colour black is symbolic of national pride of NewZeland which helps in connecting with the sentiments of the local people. However as argued by Parsons, MaclaranChatzidakis (2017), the colour black is associated with negative emotions in many countries across the world. Therefore, the bold decision to go black was used as a marketing gimmick by the company to gain global market attention. To gain a competitive advantage Zealong has also focused upon building high quality tea ware items. This was offered as a free gift material along with the tea pouches which also ensured that more number of target customers would purchase the tea packets. Some of the aspects zeroed in by the company for gaining market advantage over others such as purity of the product which could help in the optimisation of the health and wellbeing of the customers (Godey et al., 2017). Function of attention and perception in consumer behavior Perception of choice varies in different customers in the matter of choosing products The marketing can play essential part in altering the perception of the people One of the crucial parts of all marketing plan is to understand the perception and behavior of the customers. With the help of the effective brand communication strategy it is possible to influence the mind of the customers as they chose a particular brand of product. The major strategy includes that of the attractive packing systems (Hudson et al., 2016). The main purpose of marketing perception is to ensure that the features that are used within the products are according to the needs of the customers. Proper exposure of the product and service will enable a brand to get poplar with the target customers (Oliver, 2014). Techniques that Zealong uses to influence the stimuli The company gives priority to the packing systems to increase the attractiveness The naming of the brand Zealong means black dragon tea. This naming helps in the purpose of attracting the customers. The attractive looking packages is considered to be one of the essential components of the stimulus influencing agents that are being used by the Zealong brand to influence upon the target group of customers. The naming of the brand is also one of the essential marketing strategy, that will help the customers to easily connect with the product value of the company (Zealong.com., 2018). Success of Zealong as a brand The success of the organization depends on their brand positioning strategy The company maintains high level of purity in the product that helps in the process of generating brand reputation. As mentioned earlier Zealong tea provides higher level of information to the people that is an essential part of the market positioning strategy. The major cause for the success of the company over the past many years is due to their ability to maintain premium product quality. They also promote the element of health and wellbeing that is highly associated with drinking of the premium quality of tea (Zealong.com. 2018). . Variation of Stimuli between Asian and Western cultures Due to the stimuli the people in the western culture prefers the brand value of the tea. While the Asian culture stimuli is solely dependent on the native taste of the tea. The stimuli of the people in the west can be manipulated with the help of attractive branding and packing system. On the other hand, due to the popularity of the tea products in the Asian region, the stimuli of the given culture depend totally on product quality. It is important to interpret the difference between the two customer behaviors of the two cultures. It is important to note that there is a variation in the perception of the customer is highly influenced by the cultural background of an individual (Chetcuti et al., 2016). People of the European region mainly prefers the brand and packing value of the tea that is unlike the people of the Asian culture, whose stimuli can be generated only by the native good taste of the tea. Due to the variation in the lifestyle and food habits business has to implement effective marketing strategy (Bacile et al., 2014). The market researchers need to understand the difference between the two attitudes of the two cultures that can be interpreted from the marketing data collected from the primary sources. This can help them to deal with the issues of different forms of marketing strategies needed in diverse cultural background. Relevant Examples Zealong has been able to establish themselves as one of the leading tea manufacturing brand that in New Zealand. The major cause of the companys success is mostly due to their effective market communication strategy. The effective market positioning strategy of the company includes direct interaction with the customers and providing them with free samples of the product quality. The main cause of success of Zealong as a tea brand in the market of New Zealand is mostly because of their effective brand positioning strategy. They are also able to better communicate with the customers and thereby gain popularity with the western society. With the help of their communication strategy, it is possible for the customers to better connect with the brand (Petersen et al., 2015). References Bacile, T. J., Ye, C., Swilley, E. (2014). From firm-controlled to consumer-contributed: Consumer co-production of personal media marketing communication. Journal of Interactive Marketing, 28(2), 117-133. Biswas, A., Roy, M. (2015). Green products: an exploratory study on the consumer behaviour in emerging economies of the East.Journal of Cleaner Production,87, 463-468. Chetcuti, A. R., Cauchi, S., Gatt, K., Camilleri, D., Buttigieg, D., Borg Rizzo, G., ... Bond, W. (2016). The impact of culture on services marketing communications: a study on AIESEC (Bachelor's thesis, University of Malta). East, R., Singh, J., Wright, M., Vanhuele, M. (2016).Consumer behaviour: Applications in marketing. London: Sage, 55-65. Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior.Journal of business research,69(12), 5833-5841. Hudson, S., Huang, L., Roth, M. S., Madden, T. J. (2016). The influence of social media interactions on consumerbrand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing, 33(1), 27-41. Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge. Parsons, E., Maclaran, P., Chatzidakis, A. (2017).Contemporary issues in marketing and consumer behaviour. Abinngdon: Routledge, 165-189. Petersen, J. A., Kushwaha, T., Kumar, V. (2015). Marketing communication strategies and consumer financial decision making: The role of national culture. Journal of Marketing, 79(1), 44-63. com. (2018). https://zealong.com/tea/. Retrieved 31 March 2018, from