CONSUMER AND BUYER BEHAVIOUR Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

Consumer and buyer behaviour Case Study Solution

Customer Acceptance of New Product

Change is not always a bad thing. However, strong resistance to change occurs when traditional values are the ones which are affected.

Here the topic may really touch the nerves with the change being brought in the consumption of beef. The consumption of tissue culture beef would meet high resistance because from the historical perspective food is really one of the sensitive subjects. Hence any change being made in consumption of food will either be met with solid resistance or with gradual acceptance.

For increasing the consumer base of the new product a company can applyfollowing methods:

Product Awareness: This is an important part where information regarding the new product is communicated to consumers. With right and solid advertisement, a company can launch the product towards the general market.
For purpose of this case,Dr Post will have to create an awareness of his product which is tissue culture beef. Furthermore, he will have to authorise the usage of the product before its general acceptance.
Interest in the product: This part gives the company an outline regarding the level of acceptance of the product. It further allows the company to generate more interest by charting out the qualities of the product. The company will have to determine whether the product will be well received and accepted by the people.
In this case, this part is of utmost importance as it will determine whether tissue culture beef will be accepted by the masses. This part will generate resistance towards the product depending on a person’s perspective and cultural value. In many cases, religion will also play an important role as some religions forbid beef consumption while others may forbid artificial creation of beef.
Evaluation of the product: This part determines the level of sophistication the product is being launched with. If it’s a new product, then the company has added the advantage of creating the need for product. However, if it’s a deviation of an existing product, then the company will have to focus on highlighting the qualities of the product which differentiate it from other existing products. This is called product differentiation and is one of the most important aspects of marketing.
This is the part upon which Dr Post will have to work as this is the part under his control. He can create consciousness regarding the product. He will have a chance to determine the aspects of tissue culture beef including its production process (natural or artificial), nutrient value and its difference from traditional beef.

CONSUMER AND BUYER BEHAVIOUR Harvard Case Solution & Analysis

Trial Phases: Before the complete launch of the product a trial is needed to determine its future in the market. Giving out samples and noting consumers’ reaction to the product plays an important part in determining the impending value of the product.
Dr Post can use trial phases to evaluate whether tissue culture beef would be accepted by the masses or not. Through the trial phase, the doctor can also create expectations of the product through additional psychological moves including creation of consumer loyalty.
Product Adoption: refers to the extent to which a company’s product is adopted by the general population. It remains an ongoing process which should be examined by the company. It provides a feedback to the company regarding acceptance of the product. This part actually forecasts the level to which the product can be sold resulting in preparation of cost-benefit model.
For product adoption purpose Dr Post will have to monitor the response of consumers towards the altered beef carefully. It will provide him with feedback on the areas where he should focus to improve the response towards tissue culture beef.......................

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