Shaping Consumer Behavior about the Cereal

Abstract

Breakfast is a meal, preceding lunch or dinner and usually eaten in the morning. The word is a combination of "break" and "fast" (to break ones fast), meaning that it is the first meal of the day. In modem Bangladeshi urban life working couples, children and students need to rush for their workspace early in the morning, having less time in their hand. In this scenario, it is obvious that a running human being's demand will be a ready made or a semi-ready made food that can be served within a few minutes and can save a lot of time. One of these pret-a-porters can be a cereal. A breakfast cereal is a food product designed especially to be marketed to consumers as a ready made breakfast food. And sometimes it's taken as a Tiffin or snack. Though cereal foods such as porridge are a staple of daily meals in many countries around the world, in wealthier, consumer-conscious nations such as the United States and other European countries, it can be a timesaving food product for Bangladesh were more than 50 million people have to rush to offices, schools and colleges. According to our culture and food habit almost 90% people of Bangladesh depends on local plain bread called "Ruti", eggs, vegetables and tea as their breakfast. But as the life is moving faster and faster to cope up with the technology, people's attentions are curving towards ready made products. In a real life urban scenario, wives of the working couples don't have that much time to wake up before their husbands and make them bread where they also have offices to join. It applies to school going children and college students. Technology and lifestyle might be changing but it's really hard to change a stable behavior since feudal age. But since a marketer's job is to create needs, I will be trying to reshape the behavior of the consumers of Bangladesh in terms of breakfast. The term "shaping" refers to a large change in behavior over time by reinforcing successively closer approximation to that behavior. The idea behind shaping is, "A journey of a thousand miles is started with but a single step". Though it can be very difficult to reach such goal or bringing a complex change in consumers' behavior in one step, but with series of small and gigantic changes targets can be easier to hit. So with a perfect trigger and stimuli generation it will not be hard to introduce cereals in the market of Bangladesh. I will be trying to discuss about the possible series of reinforcements to pound a hammer on their behavior by reshaping it. This report includes the survey and data analysis of the above-mentioned topic.