Heinz: Once a Taste Maker Now Struggles as Consumer Tastes Change

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Company Case Kraft Heinz: Once a Taste Maker Now Struggles as Consumer Tastes Change
Change in consumer behavior has over the years influenced market conditions, and many organizations have had to modify their businesses to adapt to the ever-changing consumer trends. Consumer behavior can change due to cultural factors, social factors, personal or psychological factors (Kotler and Gary 48). This paper examines how a change in consumer behavior has influenced the business operations of Kraft Heinz and contributed to its current situation. It concludes by illustrating the buyer decision process and how it has changed in recent years.
The factors influencing consumer behavior are psychological factors that have greatly contributed to Kraft Heinz’s current situation marked by poor performance. Psychological factors are major determinants of consumer behavior as they drive consumers’ actions in their attempt to seek satisfaction. They include learning, attitude and beliefs, perception, and motivation. The rise of the digital age has made it easy for consumers to access information and improve learning. As most consumers become health literate due to information they can easily access on the internet, there has been a rise in demand for healthier choices (Kotler and Gary 147). This has made consumers who trusted Kraft Heinz products before start perceiving them as unhealthy and have therefore developed a negative attitude towards them. This has negatively impacted Kraft Heinz's performance as consumers are increasingly considering other food choices they perc...