"\r\n(Consumer Behaviour)\r\n•Discuss the cultural, social, personal and psychological factors that affect buying/consumer behaviour of your chosen product/brand?(Lion Co) 4 PAGES\r\nNote:\r\n1. You must show evidence of secondary research for this part.\r\n2. You must provide your list of references.\r\n\r\nMost of us grew up drinking milk as a part of our meal. Milk products are consumed in ourdaily lives in one or the other way. Even when disliked milk, there are mothers who ensurethat the milk contents are consumed by their children. Reason behind people consuming dairyproducts are due to its nutrients and health benefits. Dairy products provide nutrients that arevital for health and maintenance of your body. These nutrients include calcium, potassium,vitamin D, and protein. Intake of dairy products also help in providing In Australia, the major consumer dairy products are drinking milk, cheese, butter and butterblends, and yoghurt. Lion Co Milk beverages is a well-known brand in Australian dairymarket which sells different types of milk products under different brands such as White milk(Brands: Dairy Farmer, Pura, Masters, Complete Dairy), Iced Coffee (Brands: Dare, FUIC,Masters, Feel Good), Flavoured milk (Brands: Big M, Dairy Farmers, Pura) and Plant milk(Vitasoy).Lion has other products in their line which include Beer, Cheese, milk, yogurt,juice. It is recently in news that there is a hit in the sales of the milk produced by the Australiandairy farmers. Farmers are unable to meet their needs due to this „dairy crisis?. This is due tothe shifting preferences of the consumers towards the milk from dairy farmers. Consumerslooking to support dairy farmers since price cuts by major processors have stripped brandedfresh milk from supermarket shelves.An analysis on the customer preferences and their purchasing intentions and the factorsinfluencing the consumer behaviour towards the Dairy Farmers brand based on the social,cultural, personal and physiological factors is given below: 1) Social Factors: Social factors play an important role in the buying decisions of the consumers. The socialfactors that mainly influence the consumer buying intentions include the reference groups,immediate family members, relatives, role in the society and also the status in the society. Letus now correlate some of these social factors that would influence the buying behaviour ofDairy Farmers products in Australia:Reference groups: These consists of the individuals that interact with a person on a regularbasis. There are 2 types of reference groups, the primary group that consists of the family,friends, relatives and co-workers and secondary group that includes the groups that don?tinteract directly with the consumer such as the associations, clubs etc. Dairy products arebasically Fast Moving Consumer Goods. People usually do not pay an attention to detailwhile purchasing these products daily, but they do seek opinion on buying the best productfor their daily consumption. Considering the dairy crisis which has been under limelight forquite a long time, people are supporting more on buying the milk which is farmed by theAustralian Dairy farmers. These decisions of a normal consumer can be influenced by thereference groups in the following ways:Discussions with the primary groups may lead the consumer to buy dairy farmed products.Lion Co has all its brands of milk products farmed by the Dairy Farmers. Reference groupsinfluence the buying behaviour of the Lion product by discussing how they place a value onthe dairy and also how the individual can place value to support the cause. They would alsoinfluence by portraying the health benefits and the nutrition by having the farmed dairyproducts.There is a Facebook group that has been created to support the dairy farmers and to assistthem on what products to buy from which brand. This forum basically answers the variousqueries raised by the consumers on the dairy product brands. It also shows what all brands tobe purchased in order to support the „dairy crises?.It is seen that almost every brand of LionCo is present in the list (Refer Appendix 3). People are added to these groups or they come toknow about these forums (secondary groups) through their primary groups.Various websites that give information about the dairy products such as dairyaustralia.comalso plays a major influencer in buying decisions as they give the exact statistics about thedairy consumption and also the sales of the dairy products of the brands.It also shows the role you play to the society. Buying the milk from Lion Co and supportingthe social cause of the dairy crisis happening. It shows your minimal contribution for thecause, i.e. what you are doing to the society.It is a matter of status in the society if you are buying a branded product. Lion Co is a well- established brand in Australia and buying this product becomes a status symbol.2) Cultural factors: Cultural factors are the set of values and ideology of a particular community or a group ofindividuals. It decides the values of the individual and how he/she behaves while purchasinga product for consumption. In the context of Lion Co, the protectionism aspect comes into picture. The culture imposedin most of the countries is buying their own country?s products and avoiding consumption offoreign products. Lion Co milk products has the most established brands in their product lineand for most of the Australian families it would be a tradition to buy these products sincegenerations. Also, they support the ongoing „Dairy Crisis?. This makes people to sensitizetowards the protectionism of their own country?s product and urges them to buy branded milkwhich is prepared in Australia. The per capita milk consumption of Australians remains at very high levels compared toother comparable countries – this is due to „coffee culture? in Australia during the last decade.Lion Co sells iced coffee in 3 different brands catering to this coffee culture of Australia.3) Personal Factors:The personal factors mainly include the age, occupation, economic condition, lifestyle,personality of the individual. These are the major influencers of the consumer behaviour. Thepersonal factors influencing the consumer behaviour of the Lion Co consumers are explainedbelow. Certain brands are taken up as examples cited. Few of them are applicable to otherLion brands too. Age:They have different varieties of milk that include Flavoured milk, Soy milk and thewhite milk. The Dairy Farmers Classic Flavoured milk is targeted for children. It is a tastyconvenient on the go snack that makes kids enjoy the drink (Many kids do not likeconsuming milk). It comes in an attractive packaging and flavour which makes the milktastier and easily consumable.Even the yoghurt comes with different flavours which istargeted mainly on the younger generation. The other normal milk brands include the Dairy "