Jonnie-Lynn Massingale
Week 2 Case Study
Chicken of the Sea International (COSI): The Jessica Simpson Spokesperson Decision
March 27, 2016 1. Discuss the consumer decision making process for a product such as canned/packaged tuna and the response hierarchy model this is most likely to be applicable in the purchase of this product. Due to the modification away from media advertising, the decision making process has changed significantly. When media advertising was substantial with COSI and StarKist, consumers had become familiar to seeing the ads and their individual icons. Consumers were very loyal to a specific brand and the loyalty grew out of the familiar icons. Now that the focus has changed to mainly print ads, promotions-in-store, and coupons, there is more to keep the consumer decision making process busy. A product such as canned tuna is not a necessity, and therefore can easily be replaced by another product. There is more competitiveness now that a consumer could just pick a brand because it is the cheapest at a particular store or because they found a coupon in an advertisement. Brand loyalty is no longer being pushed into consumers’ minds through commercial spots. Now, companies are pushing more promotions and discounts to increase sales, but the end result is that for some consumers, each trip to the store could result in a different brand being purchased. Also, consumers are now being reached at home through direct mail advertising such as newspaper ads. A decision could be made before a trip to the store. I believe that consumers would have followed the Hierarchy of Effects Model back before the marketing efforts changed from media advertising. Consumers knew of the brands through their loyalty and preferences over the years that led to purchasing one brand rather than the other brand. Now, consumers follow the AIDA Model. The final purchase