consumer behavior project AUC

2. Prepared by :
• Bishoy Nabil
• Heba Ibrahim
• Moustafa Hafez
• Moustafa El-Laimony
• Waleed

3. Introduction

4. About Us
Dina Farms belongs to Dina for Agriculture Investments Company, a member of
the Osman Group (OG).
Opened a factory for the production of pasteurized milk and fresh in February 2010.
- Dina Farms Products
• Milk
• Yogurt
• Dina Farms Market (23 branches)

5. Our Product
Organic Fresh Unique Flavors

6. Cognitive
Stages in Consumer Decision
Making

7. Problem recognition
Information search
Outcomes
Evaluation of alternatives
Product Choice
Consumer X, Chooses one product because it
has a feature that really appeals to his life who
search about it (healthy and organic life).
Consumer X, Surfs the web for more info and
ask people around him/her
Consumer X, Compares several milk product in
the store in terms of organic and available
features.
Consumer X, realizes he’s fed-up with a non-organic
milk that has a lot of water and unhealthy things
inside it.

8. Evaluation of alternatives

9. Feature
57107Different Sizes
7879Packaging
5889Taste
79810Smell
55510Organic (Healthy)
29373845TOTAL Evaluate
BadGoodV. GoodExcellenceTOTAL

10. Factors affecting customer
perception and behavior

11. Culturalsystem and value :
The Egyptians always like to have their milk fresh and it
was a habit for all Egyptian families but do you to
health and safety reasons they change this but now
with Dina farms fresh and safe milk they can return
to their old habit

12. Types of Reinforcement –Methods
of Shaping behavior

13. 1- Positive Reinforcement
• T.V Ads
• Billboard
• Radio Ads
• Awareness Campaign

14. 1- Positive Reinforcement
T.V Ads & Billboard

15. 1- Positive Reinforcement

16. 1- Positive Reinforcement

17. 1- Positive Reinforcement

18. 1- Positive Reinforcement
Awareness Campaign
- Hyper markets & Malls : (Tips with doctors like
Orthopedic doctor Dentist-Nutrition expert). About
how to choose your milk.
• Clubs :(Booth –Flyers include advice, tips etc.)
- Schools : Session about the importance of the milk
and how to choose your milk. And distribute small
bottle with flavors.
Cairo –Giza-Alex

19. 1- Positive Reinforcement
New Market (Upper
Egypt-Delta
Malls (Asuit like Star Mall ,Aswan like Zahrt
Aswan-Delta Mall –Delta City Mall etc.)
- Booth –Flyers include advice, tips etc.)
-Distributing small bottle 330 ml.
Schools : Session about the importance of the
milk and how to choose your milk. And
distribute small bottle with flavors.
Awareness Campaign

20. 2- Negative Reinforcement
• T.V Ads
• Billboard
• Radio Ads

21. 2- Negative Reinforcement
T.V Ads & Billboard
6
7

22. 2- Punishment Reinforcement
Awareness Campaign
Damages of Preservatives(Specialized doctors)

23. • Back to School offer (Sep & Oct ) (Package 2 bottle + pencil case
+ leaflet includes the importance of fresh milk ).
• Ramadan offers for example buy 3 bottle and get 4 Yogurt from
Dina Farms .
• March offers (Mother Day) Buy 2 bottles and get one with the
favorite flavor for your mother.
Reinforcement Schedules
Fixed-Interval (Seasonal Sales)

24. Reinforcement Schedules
Fixed-Ratio
Offer (buy more than 40 L.E Dina Farms Milk & get 10% discount.

25. Reinforcement Schedules
Variable-Interval
We will announce at the carrefour for example there are a weekly
happy hour for a month and the prize will be coupon with 1000 L.E to
buy from any branch of Dina Farms Market (Meat -Fruit -vegetables-
any products from Dina Farms ,this prize will be for the person who
will buy 5 bottles or above at this hour.
Or all your purchases for free.

26. Safety needs
Take it fresh
Keep your family healthy

27. Faces of Involvement

28. • product involvement
• message-response involvement
• purchase situation involvement

29. Purchase situation involvement
In purchase situation involvement customer get
involved with
-message
-situational involvement

30. How can I get the costumer
involved with dina farms
milk more than the other
products?

31. 1-Message involvement
1- creating website for dina farms milk and other products
including company history product information and tips for
healthy recipes with dina milk through professional chiefs
2- using big screens inside big markets showing different stages
of milk production of fresh dina farms milk
3- making surveys through facebook page on the new flavors
that customer prefer to have with dina milk
4-including a celebrity in ads that people appreciate like
mohamed sobhy

32. 1. in big super markets As carrefour installing milk products in
the shelf more susceptible to eye sight according to heat
map in dairy department
2. put sampling machine look like a cow of fresh dina milk
giving different taste free samples near diary department
3. in big supermarkets put special refrigerators look like a big
dina farms bottle with dina farms products
4. in(on the run) shopper sees ad on casher in the morning
that pushes dina milk with every biscuits purchase
2- Situational involvement

33. Segmenting Consumer Market

34. 1- Geographic Segmentation
2- Demographic Segmentation.
3- Psychographic Segmentation.
4- Behavioral Segmentation

35. 1- Geographic Segmentation
• All governorates & cities.
• Extra focus for Delta & Upper Egypt areas as
an awareness campaign about natural & fresh
drinks.

36. 2- Demographic Segmentation
• Age : 2 : +60
• Gender : both , with focus on females.
• Marital status : all , with focus on (females
“married ± pregnant ± has kids”).
• Income : moderate to high.

37. • Occupation : moderate to high
• Education : moderate to high.
• Ethnicity : All

38. 3- Psychographic Segmentation
“Consuming fresh milk for a healthy
lifestyle”
That is our main
target

39. • One of the most important points of strength
that distinguish us from other competitors
that we produce fresh natural milk.
• Farm fresh milk is a rich source of protein,
calcium, vitamin D, vitamin A, and
phosphorous. It has fewer risks with saturated
fats and cholesterol.

40. Targeting people caring about healthy lifestyle
for them , their families & their children.

41. • Open new markets, establish awareness
campaigns for people don’t know much about
healthy life style e.g. Delta & Upper Egypt
areas.

42. 4- Behavioral Segmentation
• Customers intend to use the products the
most during Ramadan.
• They like the dates taste more than others.
• The main consumption comes from females &
children.
• Best time to use it early morning or late at
night .

43. Targeting

44. Undifferentiated targeting

46. Positioning

47. • Specific positioning :
100% natural & fresh – 100% safe

48. Best price - promotions

49. • Psychological positioning :
Play on emotions

50. The role of customer relationship
Management

51. Product leadership:
1- 100% fresh pure milk from our farms
2- Secure bottle to ensure it is always
fresh
3- No any additives, its completely pure
for your family health
Just milk

52. Operational excellence
1. No hand touch the bottle before you
2. We use natural food for our cows to be sure
that the milk is pure and healthy
3. high health care for our cows

53. Operational excellence
4. refrigerated vehicles to deliver the milk to all
the stores to be sure it is always fresh
5. The production and distribution of our fresh
milk is carried out day by day and also the
collecting of the expired one

54. Customer intimacy
1. All what we carry out in our production process to
be sure all the time that we deliver our fresh pure
milk to our valuable customers
2. Dina farms will be happy of your visit to our farms
spending a nice day with nature enjoying oriental
food and pure air

55. 3. Dina farms always ready to hear from our
customers their complains and suggestion
4. Dina farms hope all the time to be one of our
family enjoying our natural milk and all of our
products
Customer intimacy