Consumer Behaviour Final Assignment

8/13/2019 Consumer Behaviour Final Assignment

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ConsumerBehaviour

S u b m i t t e d b y :

H u s s a i n T i e w a l a

A p p l i c a t i o n N o . 7 3 3 3

F S L E 4

Written AssignmentSubmitted to:

Prof. Ravi Kowadkar

Submitted on:

12 th April, 2011


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Hussain TiewalaApp No. 7333

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1) Most human needs are dormant much of the time. What factors cause their arousal? Find twoexamples of ads that are designed to arouse latent consumer needs and discuss theireffectiveness

Latent motives are those that are either unknown to the customer or ones that the customers are

reluctant to acknowledge.

Researching latent motives often requires use of projective techniques.

Emotion arousal as a product benefit

Emotion reduction as a product benefit

Emotion in advertising

Emotional Arousal = More Processing of Ad

Emotional Ads May be Remembered Better

Positive Emotion = Positive Attitude Toward the Ad = Positive Attitude Toward

the Brand

Latent and Manifest Motives


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Emotions are often Classified Along the Dimensions of Pleasure, Arousal Dominance.

The two advertisements which I have selected which arouse latent emotions are:

This is an advertisement for a motor vehicle which is called the Toyota 4 Runner.

In the advertisement it says that it is the smartest and most advanced SUV cars reach the top ofmarket and currently the Toyota is at number one. It tells the consumer that this car is the bestcombination of power and luxury and because it is smart and advanced the customer would also be

smart and advanced to purchase it.


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The advertisement also talks about the various features of the car and concludes by saying that itwill satisfy all the consumers needs giving the consumer the impression that it is almost customisedto his personal requirements.

The second advertisement I have selected Is the ad for Addiction perfumes starring Neil Nitin

Mukesh.


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This is a television ad where he is shown walking down the street and suddenly all the womenaround him are attracted to his fragrance and find him irresistible.

This ad gives its viewers the impression that the product is a sexy and appealing fragrance to theopposite sex. It promts its viewers to believe that because this fragrance is so appealing to womenwhen the actor uses it, it will have the same effect when used by other people as well.

There is also the effective use of the ambassador who is depicted as a young and good looking guywho women would be attracted to, thus telling the audience that if they want to look like him, theyhave to start using the product.

2) Some marketers consider benefit segmentation as the segmentation approach mostconsistent with the marketing concept. Do you agree or disagree with this view? Why?

A market segment is a sub-set of a market made up of people or organizations with one or morecharacteristics that cause them to demand similar product and/or services based on qualities ofthose products such as price or function. A true market segment meets all of the following criteria: itis distinct from other segments (different segments have different needs), it is homogeneous withinthe segment (exhibits common needs); it responds similarly to a market stimulus, and it can bereached by a market intervention. The term is also used when consumers with identical productand/or service needs are divided up into groups so they can be charged different amounts. The

people in a given segment are supposed to be similar in terms of criteria by which they aresegmented and different from other segments in terms of these criteria. These can broadly be


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viewed as 'positive' and 'negative' applications of the same idea, splitting up the market into smallergroups.

Examples:

Gender

Price

Interests

Benefit Segmentation is the method of determining a target audience for a particular product interms of those people who want the benefits the product offers. If the product is a fast sports car,for example, the target audience will be the segment of the population that wants the benefits of afast sports car.

According to me this would be the ideal form of segmentation which a marketer would considermost consistent. This form of segmentation can include a wide variety of consumers who may havedifferent demographic and psychographic properties. It helps the company narrow down it basetarget audience and helps position the products accordingly as per the requirements of the segment.

The advantage of this type of segmentation is that the marketer can focus on the benefits orperceived benefits of its products and accordingly appeal to all those potential consumers who areattracted to the product attributes.

One potential pitfall to this approach is that consumers do not always know or cannot alwaysidentify a single benefit that influences them to make a purchase decision. Many marketers use acombination of bases that seem most appropriate when segmenting a market. Using a singlevariable is undoubtedly easier, but it often turns out to be less precise.

There are different audiences for different perceived benefits. As an example: Dentifrice ortoothpaste offers three distinct benefits, each of which will appeal to a different audience segment.One benefit relates to a tooth decay deterrent; the second, to a tooth whitener; and the third, to amouth freshener. By segmenting the audience according to these benefits through the copywriting,the advertiser can position the product in three different markets to achieve maximum advertisingeffectiveness.

3) You are a marketing vice president of a large soft drink company. Your companys ad agencyis in the process of negotiating a contract to employ a female rock singer to promote yourproduct. Discuss the reference group factors that you would raise, before the celebrity ishired.

A reference group is a group with whom an individual identifies to the point where the groupdictates a standard of behavior.

If I were in the process of employing a female rock singer to promote my product the factors that Iwould like raise would be:

- Looking at the perceived and current attributes of the product would it be suitable to have a

famous celebrity endorse my product.


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- Based on the segmentation of my target audience what type of personality would I want toendorse my product.

- Who would be the celebrity whom I would employ and why would he be appropriate topromote the product.

- What is the celebrities brand image and will those attributes benefit my product.- Does the perceived attributes associated with the brand ambassador match the attribute of

my product? For eg if I was promoting a sportswear brand like adidas, I would prefer to use apersonality like Sachin Tendulkar, who is known for his performance and ability, rather thatpromote it with Shahrukh Khan who would not suit the product characteristics.

- Do the characteristics of my target audience match with those of the brand ambassador.- What are the current trends of the target market and does my ambassador match with

those.- Who are the influencers and opinion leaders and do they share the same opinions as the

marketers.

- Is the current selected ambassador a right fit to promote the product.

4) For each of the following products identify the segmentation base that you consider best fortargeting consumers a) coffee b) Chinese soups c) Home exercise equipment d) low fatyogurt. Explain your choices.

Determining how to segment a market is one of the most important questions a marketer mustface. Creative and effective market segmentation can lead to the development of popular newproducts, but unsuccessful segmentation can cost a great deal of money and still not yield the

desired results. There are three main types of segmentation bases for businesses to consider descriptive bases, behavioral bases, and benefit bases each of which breaks down intonumerous potential customer traits.

Descriptive bases for market segmentation include a variety of factors that describe thedemographic and geographic situation of the customers in a market. They are the mostcommonly used segmentation bases because they are easy to measure, and because they oftenserve as strong indicators of consumer needs and preferences. Some of the demographicvariables that are used as descriptive bases in market segmentation might include age, gender,religion, income, and family size, while some of the geographic variables might include region of

the country, climate, and population of the surrounding area.

Behavioral bases for market segmentation are generally more difficult to measure thandescriptive bases, but they are often considered to be more powerful determinants of consumerpurchases. They include those underlying factors that help motivate consumers to make certainbuying decisions, such as personality, lifestyle, and social class. Behavioral bases also includefactors that are directly related to consumer purchases of certain goods, such as their degree ofbrand loyalty, the rate at which they use the product and need to replace it, and their readinessto buy at a particular time.

Businesses that segment a market based on benefits hope to identify the primary benefit thatconsumers seek in buying a certain product, and then supply a product that provides that


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Consumer Behaviour Final Assignment