Dawn Bread Consumer Behavior

1. Consumer profile

Demographics:

Dawn bread caters to almost every individual, from a house wife to a business man, in Pakistan with its variety of food products. Some of the frozen food items, for example, 'chai paratha' and 'aloo' paratha 'also targets families living abroad. The main socio economic classes being targeted are A1, A2, B and C.

Psychographics:

Dawn bread mainly targets the housewives who are the grocery buyers and who tend to take decisions on behalf of their families. These families have busy schedules and are usually short on time early in the morning' thus their breakfast comprises of ready to eat food products such as bread and fruit buns. Moreover, dawn bread targets a number of fast food chain restaurants such as McDonalds and Hardees which focus on providing fast services and hence are dependent upon a number of ready to serve food items such as burger buns.

2. Relationship marketing

Since the Dawn bread has been in the market from 1981, credibility is associated with the brand image. The main relationship that most buyers have with Dawn bread is that of 'interdependence' as it is a part of their daily routines. Also, to some extent, health conscious users of dawn bread may also share relation of self concept as the Dawn bread's motto suggests "Eat healthy, live healthy".

4. Positioning strategy

Dawn bread uses product attributes as the basis for positioning its products. In case of bread for example, the focus is mainly on the nutritional values and its freshness. Main competitors of Dawn bread are bake parlour, bunny's and wonder bread. Dawn bread uses competitive pricing policy to reach its customers as products become affordable for the target market. The availability of products are made available to every general store to every super market and departmental store via a channel of manufacturer to the wholesaler and from a wholesaler to the retailer. In the stores, the products of Dawn bread are generally placed at eye level.