DORITOS
ANALYSE CONSUMER
BEHAVIOUR
TASK-1
Submitted to : JOHN
HACB
Submitted by: Ruzina dahal
Student number: ADU2009
CONTENTS:
 Student guide
 Select a product or service
 Brief description of the product or service
being marketed
 Description of the target market for the
product
 Untested profile of the consumers.
 Sttement development explaining the
alignment between your selected product and
your consumer profile.
Select a product or service
Doritos is produced by the American company
Frito lay, 1946, are the most popular snack chips
all over the places where it is sold.
Brief description of the service/product
being marked.
Doritos are similar to potato chips, but are made
with corn and a variety of spices and seasonings.
The brand is known for its tangy taste and spicy,
zesty kick. However, the Doritos ships tastes the
best if taken with a salsa dip. It was founde that
Doritos has been launching new flavours and spices
to its corn based chips and sold them to places
where Doritos is already loved and wanted. SSome
flavours, such as cool ranch doritos , are also
available in low fat varieties. Doritos continually
adapts to stay true to its young, ever-changing
consumer taret and continually offers bold new
flavours that gives consumers an intense taste
experience. In America, Doritos brand is a
household name. Within the last year alone, almost
half of all household have eaten Doritos chips.
Doritos consumers lead an active , adventurous,
multisensory lifestyle , and Doritos brand engages
them on this level. The rally cry of “snack strong”
reminds these passionate consumers that only
Doritos chips can fulfill their urge for a snack with
loud crunch, iconic shape and intense flavor.
Description of the target market for the
product/service.
1. Demographic
Region: All( developed, semi
developed, rural)
Sex: male, female, others.
Occupation: any middle class (
middle , high, low)
Social class Family status: everyone
(single, married with or without
children, divorcee, etc.)
Age: 5-50
Untested profile of the consumers.
 Description of the area your
typical consumer lives in: Anyone who
live in or around the supermarkets .
 A profile of the typical household
income of your customer: An
income of <$100 pw.
 A brief description of the social
class of your typical customer and how you
define their class status: The middle class and
high class people are the ones who can afford
and buy chips as per their needs and wants.
These class of people have good pay wage and
have economic security.
 Summary of your customers typical
family status : everyone (single, married with
or without children, divorcee, etc.)
 Sumamry of the psychographic details that apply
to the typical customers: People who like to eat
chips and drinks for lunch or anytime while they
need. For ex: while with friends, families, in
movies, etc.
 Description of the current market , and in
particular, its curreny size in dollarsand/or
volume units.
“Doritos” were released nationwide in
1966 as the first tortilla chip to be launced in the
United States. In one of the television specials
shown on National geographic channel, it said that
Doritos is a $4 billion a year product. This made
Doritos the number one seller in corn based chips
after Lay;s potato chips which is again another
Frito lay product.
As per the information resource international,
Doritos earned $1.3 billion in retail sales.
Nevertheless, in the costliest redesign on Frito lay
history, in 1994 the company spent $50 million to
redesign Doritos to make the chips 20% larger,
15%thinner amd rounded the edges . The vice
president of tortilla chip marketing,
Roger.J.Berdusco said that the primary reason for
the change was the greater competition from
restaurant style tortilla chips that are more lager
and more strongly seasoned.
Develop a statement explaining the
alignment between your selected product
and your consumer profile.
 Children and people in their teens: This is the
major group of people who like this chips and
are more likely to buy this product more often
as compared to others due to the taste and the
convenience of this product to their age group.
 People who like to hang out with friends for a
movie or just to have fun: The people who like
to meet people aslo tend to buy this product aas
this is tatsy packeted chip and has an amazing
taste and is fun to share around with friends and
families.
 School going students or travellers: Such
people are the ones who need to eat time to
time and also due to the packed shelude,they
are not capable of making foods and eating all
the time. So they tend to buy and keep the chips
with them.