Influencing Consumer Purchase Decisions: Campbell Soup's Tryst with Neuromarketing
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Campbell's goal in deploying neuromarketing was to figure out what made consumers buy its soups and to reinforce/ strengthen those aspects. Initially, some of the physiological aspects of the test like consumers' heart beat, perspiration, and pupil movements were measured when they were viewing Campbell's soup cans in stores and these were interpreted in light of what the test consumers revealed in detailed interviews. This revealed that the soup can labels were not very effective in converting the compan' condensed soups into actual purchases at stores. Campbell executed some changes to its labels and retested these with consumers, partly by again examining their physiological responses. Soups with redesigned labels were finally introduced in August/ September 2010. Some of the label changes were: doing away with the image of the spoon, making the soup bowl larger and its design contemporary, including an image of steam emanating from the soup, and reducing the width of its legendary red streak. But these label redesigns did not seem to help in salvaging Campbell's condensed soup sales, as evident from their dwindling sales post the introduction of redesigned packages. This case is meant for MBA students as a part of the Consumer Behavior/ Marketing Research curriculum.
The case will help the students:
Consumer purchase decisions; consumer research; consumer research techniques; Neuromarketing; Marketing research; Triangulation; Eye tracking software; EEG; fMRI; Focus group; Product strategy; Packaging; Labeling; Advertising; High-involvement vs low-involvement purchases; Brand stickiness; Condensed soups; Campbell soup
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