This week’s blog is about how consumers perceive the image of Hello fresh or in other words, the Brand Perception of Hello Fresh. Hello Fresh is a German based company who is considered to be the largest meal-kit provider in the United States, which also has its branches or operates in countries like: Canada, Australia. We know that not all people prefer eating outside, thus Hello Fresh’s main target audience are the ones who prefer cooking at home rather than spending money outside. Moreover, Hello Fresh looks also towards the health of its end consumers thus provides organic food which in recent research showed that people actually don’t mind paying more for organic food. I think that Hello Fresh has adopted the Developmental Approach as they have developed their personality of providing a meal-kit over time which has been influenced by consumer experiences. Like Hello Fresh, there are a number of competitors in this industry therefore leading to consumers practicing the Social Comparison Theory. However, Hello Fresh has proved to its consumers that it still remains better than its competitors since it not only provides them with great meal-kits but also looking towards the health factor. Their main target aims at minimizing the effort for the consumer by making it easier since consumers don’t have to waste time going out and grocery shopping. Hello Fresh is actually providing maximum pleasure to the consumer by following the Pleasure Principle. This would be preferred by consumers which have the following Personality Traits:
- Enjoyment of Shopping
- Impulsiveness
- Need for affect
Hello Fresh is thus doing an amazing work as its consumers can decide whatever plan they want and the Meal-kit would be at their door steps without them being confused on what to buy and where to buy. Thus, having a Personality like being Rugged, Intelligent and most importantly Efficient is important for a Brand.
https://www.hellofresh.com/how-it-works/?redirectedFromAccountArea=true
Shania's Blog 