Question

Describe your most recent purchase of a candy bar in terms of relevant affect and cognition, behavior, and environments

use market segmentation and product positioning to respond

Answer 1

Based on the most recent purchase of a candy bar in the local supermarket, one of the most fundamental aspects of consumer behavior associated with the purchase of candy bars remains the overall packaging, wrapping, and presentation of the candy bars in most of the commercial supermarkets. As it can be evidently assumed that candy bars and similar processed items and products are mainly targeted towards kids and adolescents or teens which comprise the majority or bulk of the consumer group in the candy bar market. Therefore, the packaging, wrapping, and presentation of candy bar items or products also reflect the market segmentation used in the commercial marketing of these items which is mainly focused on the young kids and adolescent teens essentially implying that market segmentation plays an influential role in the marketing of candy bar products and items. Furthermore, considering the various affective responses and feelings of the main target consumer group comprising mostly of kids and adolescent teens, the overall design, color, packaging, captions, etc. of the candy bars also signify that product positioning evidently has a profound and comprehensive impact on the marketing of these concerned products and items. In this context, the product positioning of these bars or products is mainly targeted or directed towards the relatively younger and newer generation of society. It can also be reflected in most of the commercial advertisements and promotional strategies of the candy bars where product positioning is evident through the main content of these advertisements and promotional mediums.

As indicated by the overall packaging and presentation of the candy bars and related items or products, the various animated design and wrapping of these items and the colorful packaging essentially encompass the various behavioral and affective moods of the main target consumer group of these products such as joy, impulsive attitude, curiosity, childishness, lack of emotional maturity etc. which constitute the main affective traits or characteristics of the young kids and adolescent teens. Moreover, the consumption behavior of this particular consumer group is filled with indecision, mood swing, product quality mainly signifying the taste of the respective candies, product appearance, and so on. Therefore, the behavioral aspects of the consumers practically play a major role in determining the consumer behavior and consumption decision, in this regard, which is also reflected in the marketing, promotional and distributional strategies of most of the candy bars. As evident in the marketing and captioning of the various candy bar brands while roaming around the supermarket, it appears that cognitive memory and behavior also have a considerable impact on the consumption decision of the target consumer group as most of the candy bar brands have their unique and distinct marketing and packaging characteristics. For example, it can be widely seen that M & M candies have their distinct and unique branding procedures with predominantly red color packaging whereas, Hershey's chocolate bar brands usually come in dark brown and black packaging or wrapping signifying their unique brand and product quality which is mainly based purely on dark chocolate items. Hence, packaging and marketing of many candy bars and similar products or items practically reflect the unique and distinct product quality and characteristics in order to appeal to the cognitive memory and attraction of the target consumer group such that it becomes easier for the consumers to relate to or identify with the particular candy bar brands.