Consumer Behavior
An analysis on Wahaha’s marketing strategies in applying consumer behaviour theories
Hangzhou Wahaha Group is a private group of companies, featuring beverage products, which also has become one of major beverage producers in China. The name ‘Wahaha’ is a children’s folk rhyme and also stands for the sound of children’s laugh in Chinese. The company is run by zong qinhou who started the business by selling ice cream and sodar on a tricycle in 1987. (Wahaha, 2012)The turning point of his business was the first succeed in selling children’s liquid nutrient. The popularity of the liquid nutrient earned him the start-up capital. A small factory was built and the company was expanding. By 1991, the output value of the enterprise has exceeded 1 billion. (Wahaha, 2012) With the efforts and development, Wahaha has now a dominant market share in beverage in China and is seeking international business development. The success of Wahaha reflects the great management of the leadership and the successful marketing strategies, which are worthy studying. The reference of the marketing strategies is from the learning of the consumer’s behaviour. And the consumer behaviour plays an important in planning marketing strategies.
The theory of buyer behaviour and marketing
The interests in consumer behaviour have always caught the attentions of scholars in terms of applying in marketing. The study of consumer behaviour offers standards and indications for marketing strategies. Theories of customer behaviour were developed into several branches, among of which was one of the earliest study on consumer’s behaviour. It is called the theory of buyer behaviour. This theory was also known as Howard and Sheth Model (1969), which presents an informational process of a sophisticated picture of variables that influence on consumers choices. In this model, there are exogenous variables including the importance of purchase, personality, social class, culture, organisation, time pressure and
Hangzhou Wahaha Group is a private group of companies, featuring beverage products, which also has become one of major beverage producers in China. The name ‘Wahaha’ is a children’s folk rhyme and also stands for the sound of children’s laugh in Chinese. The company is run by zong qinhou who started the business by selling ice cream and sodar on a tricycle in 1987. (Wahaha, 2012)The turning point of his business was the first succeed in selling children’s liquid nutrient. The popularity of the liquid nutrient earned him the start-up capital. A small factory was built and the company was expanding. By 1991, the output value of the enterprise has exceeded 1 billion. (Wahaha, 2012) With the efforts and development, Wahaha has now a dominant market share in beverage in China and is seeking international business development. The success of Wahaha reflects the great management of the leadership and the successful marketing strategies, which are worthy studying. The reference of the marketing strategies is from the learning of the consumer’s behaviour. And the consumer behaviour plays an important in planning marketing strategies.
The theory of buyer behaviour and marketing
The interests in consumer behaviour have always caught the attentions of scholars in terms of applying in marketing. The study of consumer behaviour offers standards and indications for marketing strategies. Theories of customer behaviour were developed into several branches, among of which was one of the earliest study on consumer’s behaviour. It is called the theory of buyer behaviour. This theory was also known as Howard and Sheth Model (1969), which presents an informational process of a sophisticated picture of variables that influence on consumers choices. In this model, there are exogenous variables including the importance of purchase, personality, social class, culture, organisation, time pressure and