MKT 510 : Customer Behaviour

The above is an advertisement for Natvia, a 100% natural sweetener which is sugar free. It is marketed as “Australia’s favourite natural sweetener”. The message this advertisement brings is that people find it challenging to quit sugar due to sweet cravings. However, with Natvia, it is much easier to quit sugar as people could replace sugar with Natvia for any food item such as adding it to coffee and even making desserts with it. It is also very low in calories (Natvia, 2015). There is a lot of public awareness being raised about how sugar is bad for the health (Action on Sugar, 2020). In addition to this, health experts emphasize on reducing the calorie intake in order to lose weight (West, 2016). Due to this, people would feel motivated to cut down on sugar in order to be healthy and/or reduce weight. The motivation could be either a positive motivation, if the desire is to be healthy and fit, or a negative motivation if the desire is to avoid gaining weight or sick (Logue, 2016). Being motivated to be healthy and/or reduce weight to look good would fit the esteem hierarchy in Maslow’s hierarchy of needs as it would give them confidence and respect of others (Ling, D’Alessandro, & Winzar, 2015, p. 251). As a result of the motivation to be healthy, people would be motivated to use natural sweeteners like Natvia instead of sugar. However, the prices of natural sweeteners are much higher than regular sugar (Kowitt, B, 2017). Despite the steep prices of natural sweeteners, do you think people would still be motivated to buy natural sweeteners instead of regular sugar? References Action on Sugar. (2020). Sugar awareness week. Retrieved from http://www.actiononsugar.org/sugar-awareness-week/ Kowitt, B. (2017, Feb 22). The hunt for the perfect sugar. Fortune. Retrieved from https://fortune.com/2017/02/22/sugar-stevia-low-calorie-sweetener/ Ling, P. D’Alessandro, S., & Winzar, H. (2015). Consumer Behavior in Action. Sydney, NSW: Oxford University Press Logue, G. (2016, Aug 25). The key to success: positive v. negative motivation [blog post]. Retrieved from https://blog.buckets.co/the-key-to-success-positive-vs-negative-motivation-32923fa157d7 Natvia. (2015, Mar 6). Natvia- the 100% natural sweetener [video file]. Retrieved from https://www.youtube.com/watch?v=oICYgNNceZM West, H. (2016, Jun 7). Counting Calories 101: How to count calories to lose weight [blog post]. Retrieved from https://www.healthline.com/nutrition/counting-calories-101