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    Consumer Behaviour: Final Project Report - Social Proofing

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    PRANAV GOYAL
    1. Social proofing is a psychological phenomenon where people are influenced by the behavior of others based on the assumption that others have better knowledge of a situation. 2. When making decisions, people are influenced by their social groups through the "halo effect." 3. A study of Hershey's products found that chocolate syrup has stronger social proofing and higher sales than the chocolate spread, as Nutella is more top of mind.

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    Consumer Behaviour: Final Project Report - Social Proofing

    Uploaded by

    PRANAV GOYAL
    34 views3 pages
    1. Social proofing is a psychological phenomenon where people are influenced by the behavior of others based on the assumption that others have better knowledge of a situation. 2. When making decisions, people are influenced by their social groups through the "halo effect." 3. A study of Hershey's products found that chocolate syrup has stronger social proofing and higher sales than the chocolate spread, as Nutella is more top of mind.

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    Social Proofing

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    Social Proofing

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    1. Social proofing is a psychological phenomenon where people are influenced by the behavior of others based on the assumption that others have better knowledge of a situation. 2. When making decisions, people are influenced by their social groups through the "halo effect." 3. A study of Hershey's products found that chocolate syrup has stronger social proofing and higher sales than the chocolate spread, as Nutella is more top of mind.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    34 views3 pages

    Consumer Behaviour: Final Project Report - Social Proofing

    Uploaded by

    PRANAV GOYAL
    1. Social proofing is a psychological phenomenon where people are influenced by the behavior of others based on the assumption that others have better knowledge of a situation. 2. When making decisions, people are influenced by their social groups through the "halo effect." 3. A study of Hershey's products found that chocolate syrup has stronger social proofing and higher sales than the chocolate spread, as Nutella is more top of mind.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Consumer Behaviour

    Final Project Report | Social Proofing


    Social Proofing

    It is a psychological phenomenon wherein people are influenced by the behaviour of others. It has
    the assumption that people have better knowledge of the situation.

    The people are driven by two major forces one is the uncertainity of the situation and the other is
    the similarity with the groups. The decisions are influenced by the social group that we have, i.e. the
    Halo effect.

    The methodology followed to look at the social proof of the Hershey’s

    1. Analysis of the different SKU’s present in the market that the company is offering ie Syrup,
    spread and coco powder

    2. Conducting research of the availability of the products in the different store formats ie the
    general store, the food store and the supermarkets. Where we analysed the difference in
    availability of the product ie low availability of the coco powder in the shops, and the high
    prescence of syrups. The people had preferences for the sachet as compared to the bigger
    unit.

    3. Online buying behavior

    a. The taste, brand trust and quality of the products are the main triggers to purchase it

    b. Students and time pressed working professionals usually prefer smaller SKUs for
    Hersheys syrups as they do not prefer storing the product and consume it on special
    occasions

    c. For a chocolate spread, Nutella has the top of mind recall

    d. Awareness about Hersheys spread is low hence consumers do not consider buying it

    e. Consumers prefer buying Hersheys products from modern trade retail outlets where
    they can get offers and discounts as opposed to local store

    4. Offline buying behavior

    a. The taste, brand trust and quality of the products are the main triggers to purchase it

    b. Students and time pressed working professionals usually prefer smaller SKUs for
    Hersheys syrups as they do not prefer storing the product and consume it on special
    occasions

    c. For a chocolate spread, Nutella has the top of mind recall

    d. Awareness about Hersheys spread is low hence consumers do not consider buying it

    e. Consumers prefer buying Hersheys products from modern trade retail outlets where
    they can get offers and discounts as opposed to local store

    5. Factors determining social proofing in the food category are


    a. Reviews by the users about the products

    b. Opinions of friends and family

    c. Social halo associated with the product.

    d. Perceptions of others when the product is used by the people.

    6. Variation of Social proofing in case of Hershey’s chocolate Syrup and Hershey’s spread

    Parameters Chocolate Syrup Spread


    Leader in the segment Hershey’s Nutella
    Social Proofing impact Positive / in favor Negative/ Not in favor
    Impact on sales High Low
    7. Recommendations to improve Social proofing in the chocolate Spread segment

    a. More number of endorsements by the celebrity.

    b. Consumer engagements around the product to increase the reach as well as the
    visibility of the product.

    c. Using social media to get to the people and bringing better social proofing.

    d. Trying to build the brand promotion campaign to give a halo effect to the product.

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