Consumer Behavior

Introduction
Kellogg’s organization invented by William Kellogg in 1894 is one of the largest producer of ready-to-eat-cereal and leader producer of convenience foods which are available across South and Central America, South East Asia, Africa, Europe and Canada. Kellogg’s has a wide target market where they have a wide range of products. Kellogg has placed a great emphasis on health care and authenticity of its products where they have introduced into the market: Kellogg’s Special K brand a ‘good source of fibre’ is targeted at women who are health conscious about their body weight attracting a lot of consumers and therefore has been a success to the company. The Special K brand has a variety of products;
 Cereals
 Original Cereal
 Low Fat Granola.
 Red Berries
 Cinnamon Pecan
 Protein cereal
 Chocolatey Delight
 Blueberry
 Fruit and Yoghurt
 Vanilla Almond
 Honey and Oats

Learning

“Learning is the process of Acquiring knowledge through experience which leads to an enduring change in behaviour.” (Huczynski & Buchanan, 2010, p.732).
Learning is defined as acquiring of knowledge, skill or quality through studying and experience which influences a permanent change in behaviour. The learning Theories looked at are the Cognitive, Affective and Behavioural Theories where it is shown how the marketing mix influences them.
Cognitive Learning Theory
The Cognitive Learning Theory starts to explain human behaviour by understanding the mental process that underlies learning. This happens when information process in the short-term memory is stored in the long-term memory.

Diagram 1.1 Cognitive learning theory cycle.
Product
Kellogg’s Special K cereal belongs to in category of breakfast. Kellogg’s first launched Special K Protein Plus a rice flake cereal that’s a high source of fibre.