Unit 8 Cat Food Strategy Case Study Mt459: Consumer Behavior

Unit 8 Cat Food Strategy Case Study

MT459: Consumer Behavior

Kaplan University

April 21, 2013

What was Iams initial mistake?

Iams initial mistake was not taking into account the culture difference between United States and European markets. They probably would have found these differences out by completing cross-cultural consumer research. Conducting cross-cultural research can benefit a company by allowing them to get to know the countries consumer culture. This analysis isn’t always easy and can seem unnecessary.

To avoid making mistakes consumer research must familiarize themselves with the availability of research services in the country they are evaluating as potential markets and must learn how to design marketing research studies that will yield useful data. (Schiffman & Kanuk, 2007).

Iams most likely lost a lot of money and more importantly time by rushing in and not taking the time to research. Iams should have taken into consideration how brands may be viewed in different cultures. Just because the brand Iams was selling really well in the United States doesn’t necessarily mean it will do well in other countries.

What lessons can be learned from the Iams experience?

A major lesson learned from Iams experience would be to conduct the research. It will help the decisions and flow of things run more successfully. Iams should have reached out to the Veterinarian clinics first thing. When a veterinarian carries and recommends a certain brand of pet food clients will take the advice. According to the textbook consumers believe that the more people who purchase a brand the higher the brands quality. (Schiffman & Kanuk, 2007). This allows for those brands to have premium prices.

Works Cited

Schiffman, & Kanuk. (2007). Consumer Behavior 9/e. Boston: Pearson Prentice Hall.