25th September 2020 Consumer behaviour

Interdisciplinary Minor, Semester-5

SUBMITTED BY:

ANANTA CHOUREY
KESHAV ANAND
(BFT-V)
 ACKNOWLEDGEMENTS

We would like to express my sincere gratitude to Mr. Annaji Sarma

Sir for all the support and guidance throughout the making of this
assignment.
We’d also like to thank our parents and siblings for all the help. It
would not have been possible without them.
Last but not the least, we’d like to thank all my friends for all the
support and help provided by them in making of the project.

Ananta Chourey
Keshav Anand
Topic- 10 Advertisements and analyze the advertisements topics covered like
segmentation culture, sub culture, group behavior and
(Self-concept and personality)

CONSUMER NEEDS AND MOTIVATION:

Maslow’s theory postulates five basic levels of human needs, which rank in order of
importance from lower level (biogenic) needs to higher level (psychogenic) needs.
It suggests that individuals seek to satisfy lower level needs before higher level
needs emerge.

The brands putting out their advertisements are usually focused upon the needs of
the consumer and therefore try to depict the same through their creativity.
Some of the examples where different needs of the consumer are shown below:
 1. Mercedes- Benz – a plane look alike.

FACTORS AFFECTING CONSUMER BEHAVIOR:

 Social class: upper class
 Economic situation: the rich and elite
 Self- concept: ideal social self-image
 Occupation: mostly people on higher posts

This ad demonstrates the esteem need of Maslow’s hierarchy of needs. The strategy
of this ad is suggesting that the design of this car is so much like a plane and it is hard
to differentiate between the two. This ad expresses the esteem need because people
will feel very prestigious. They will also feel as if they have a very high status because
their car is compared to a plane.
The higher esteem need, as shown here is manifested in the actions we take to gain the
respect of others, while lower esteem need is the internal need of self-respect. Higher
esteem needs might include the desire for physical strength, knowledge, competence,
independence and freedom. Lower esteem needs might include status, recognition,
fame, celebrity, prestige and any form of attention.
This advertisement makes us feel that the product, in this case, the Mercedes car is
basically for elite sections of society and people would want to buy this for expressing
their high status and economic capabilities in the society. It also makes us understand
the personality of the consumer as a person with a high level of prestige and esteem or
someone who wants to show the same to others. More people would prefer to buy this
just to represent themselves as wealthy or having a lavish lifestyle.
 2. Marine advertisement for females

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 Belief: no less stronger than men
 Gender: females
 Personality: competence and ruggedness
 Social class- any and all

This ad expresses the self-actualization need of Maslow’s hierarchy of needs. The

strategy of this ad is conveying that the U.S. Marines only wants people who are able to
live up to their highest potential and push others to do the same. This ad fits the self-
actualization ad because it is expressing people to be the best they can be and then they
will feel self-fulfillment.
Self-actualization needs are the highest level in Maslow's hierarchy, and refer to the
realization of a person's potential, self-fulfillment, seeking personal growth and peak
experiences.
The ad says- “there are no female marines, only marines.” Honor, courage, commitment- it
takes much more than physical strength to become a marine. But those who prove
themselves worthy of carrying the title and the values of the corps will be changes forever.
This is a very strong message that successfully attracts the female marine aspirants. They
realize their self-worth. The ad tries to depict that the females will feel a sense of self-
fulfillment if they chose to go for the same.
 3. DASANI water bottles

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 Reference groups: any and all
 Social class: any and all
 Occupation: any and all
 Personality and self- concept: a need that everyone has.

This ad demonstrates the physiological need of Maslow’s hierarchy of needs. The

strategy of this need is expressing that water is very important and it is impossible to
survive without it. This ad fits the physiological need because water is something that
people will always need and thirst is something that people will always have.
Physiological needs are biological requirements for human survival, e.g. air, food, drink,
shelter, clothing, warmth, sex, sleep.If these needs are not satisfied the human body
cannot function optimally.
This advertisement depicts how important water is for us. It is one of the most basic needs
without which we cannot survive. We can see that the sense of satisfaction on the face of
the model in the ad that shows that his need has been fulfilled and it arises a need for the
same in the minds of the consumer. He/ she will realize that the product is able to meet
their demand by providing them safe drinking water which is something that they will
always be needing, if not now, then soon.
 MARKET SEGMENTATION

The process of dividing a market into distinct subsets of consumer with common needs
or characteristics and selecting one or more segments to target with a distinct
marketing mix.

Eight major categories of consumer characteristics provide the most popular bases for
market segmentation.

 Geographic factor
 Demographic factors
 Psychological characteristics
 Sociological variables
 Use related characteristics
 Use-situation factors
 Benefit sought
 Hybrid segmentation.

NEED OF SEGMENTATION:

• Need, want and desire are not same.

• The primary advantage is cost reduction.

• It avoids head on competition in the market place.

Segmentation studies are designed to discover the needs and wants of specific
groups of consumer, so that specialized goods and services can be developed and
promoted to satisfy each groups needs.
It is also used to guide the redesign, the reposition, or extending the product
targeting to a new consumer segment.
 4. HEINZ tomato ketchup

Factors affecting Consumer behaviour:

 Family: any and all
 Life style: healthy
 Self- concept: Ideal self- image
 Social class- any, mostly middle class

The above ad shows benefit segmentation. Marketing and advertising executives

constantly attempt to isolate the one particular benefit that they should communicate to
consumers. Changing lifestyle plays a major role in determining the product benefits
that are important to consumers and provide marketers with opportunities for new
product and services.
In this case, Health conscious individuals and family market segments are targeted.
Heinz is trying to emphasize that their ketchup is made from real tomatoes, which
further communicates that it is beneficial for consumers who are concerned about
their health and would prefer originality. The cut pieces of tomatoes are placed very
creatively in such a way that it shows the boundary of the sauce bottle making a picture
in the minds of the consumer that the bottle if full of fresh and real tomatoes and sends
a message that the brand believes not to use added color and preservatives in its
products.
 5. AXE deodrants for men and women

FACTORS AFFECTING CONSUMER BEHAVIOR:

 Occupation: any and all
 Gender: all
 Personality: exciting, hot, passionate, strong
 Social class- any and all

The above advertisement shows the use of Demographic segmentation.

It shows demographic characteristics, such as age, sex, marital status, income, occupation
and education are most often used as the basis for market segmentation. Demographics
refers to the vital and measurable statistics of a population. Demographics help to locate a
target market
This customer segmentation method is one of the most commonly used because
it’s easy to acquire through census data, analytics software, consumer insights, and
more. It’s also considered by many businesses to be the cheapest way to divide a
target market.
The ad is successful at showing the group of consumers it targets that is the young
generation who believes in love at first sight or in this case, the first scent. We also observe
that it broadens the scope of their target customers by showing different occupations of
youngsters which means the product is under affordability of most economic sections.
The Occupation, social class, and age segmentation are obvious in this ad due to the
actors’ depictions.
 6. Starbucks ice-cream coffee

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 Occupation: any and all
 Beliefs: religious and festive
 Personality: regal, wealthy
 Social class- upper and upper middle class

The above advertisement shows the use of Socio-cultural segmentation.

Socio-cultural variables such as group and culture, provide further bases for market
segmentation. In this case, Religious segmentation through the representation of the
Christmas tree is depicted. Probably also targeted toward Social Class A and B
groups through the gold color choices, presentation, and presumed cost.
The brand uses the ad to creatively depict the message and bring a sense of festivity
in the minds of its target customers. The ice cream coffee shown in the picture is in
the shape of a Christmas tree that brings up the feeling of religiousness and the
consumer gets attracted towards it. The colors, on the other hand, gives a sense of
class and targets a certain social group. That means that the consumer is able to
presume the cost of the product just by its presentation and realizes accordingly to
which type of socio- cultural group it can be appropriately affordable.
 GROUP DYNAMICS:

Group dynamics is the study of groups and also a general term for group processes. In
group dynamics, the phrase “group process” refers to the understanding of the
behavior of people in groups, such as task groups that are trying to solve a problem or
make a decision.
And individual with expertise in group process, such as a trained facilitator, can assist a
group in accomplishing its objective by diagnosing how well the group is functioning as
a problem solving or decision-making entity and intervening to alter the group
operational behavior.
The most used method is of using celebrities to advertise products. But using
celebrities or athletes to promote something that their audience has little interest in will
not produce a big marketing splash. For example, you wouldn't see LeBron James
(Basketball Star) promoting, say, makeup. He's one of the biggest stars on the planet,
and yet without his celebrity being targeted accurately towards the potential users of
products promoted by him, his effect will be relatively small. That's why athletes are
typically used to promote products used in their fields, such as sports drinks or
recovery products.
 Example – CELEBRITY REFERENCE GROUPS
7. Young aspiring athletes of often have idols and the marketing team for
brands know how much these idols mean to young or even older aged
fans.

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 CULTURE - Across the globe.
 SOCIAL CLASS - Middle class and higher.
 ROLES AND STATUS - Any, preferably Sportsmen
 AGE AND LIFEYCLE STAGE - 7+ years old
 OCCUPATION - Any and all

Lionel Andres Messi (Argentina’s international star) considered greatest of all time by
many is one of the faces of adidas in their soccer department. And people seeing
their idol on the posters and the video advertisements of adidas make them want to
use the brand when compared to other similar brands.
The individual sometimes feels that it would be nice to be like the type of person that
brand show using a particular advertisement. It is believed that people use products
when it is recommended by the expert in that field of profession. Professional
celebrities are a good way to provide product testimonials. Such testimonials are
accepted only to the degree that consumers view the spokesper-son as being an
expert on the product.
The advertisement shows Celebrity reference group appeal in which the brand uses
a celebrity as the face of the ad to attract its target audience.Audience (reader or
viewers) will therefore react positively to the celebrity’s association with the product
and the loyal followers will be much easily influenced.
 8. Louis Vuitton using many different star faces in their advertisements to
establish a standard of their products and quality being properly displayed.

Emma Stone and Jennifer Lopez in Louis Vuitton purse advertisements

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 CULTURE - Across the globe.
 SOCIAL CLASS - High earning consumers
 ROLES AND STATUS - majorly used by fashion influenced customers.
 AGE AND LIFE CYCLE STAGE - 13+ years old.
 LIFE STYLE - Heavily Fashion based life style.

Louis Vuitton being a massive brand with their massive price tags on their products
cannot risk letting their advertisements be dry. So they keep up the excitement and
expand their customers with all the star faces and their fans. Louis Vuitton often hire
Hollywood celebrities for their advertisements or even their walk shows for new
collections.
The individual feels that the purchase or use of a particular brand will enhance the
image others have of him or her as well as that the purchase of the particular brand
would help show others what he or she would like to be.
These celebrities are paid to use the brand’s products in big award shows and in their
paparazzi appearances to gain more popularity towards the product. It all comes under
advertising team’s responsibility to gain public attention and hiring the suitable
celebrities for their brands.
 9. Lamborghini don’t believe in advertising their supercars on Television.

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 CULTURE – Any and all
 SOCIAL CLASS - Very high earning customers.
 ROLES AND STATUS - Famous and passionate consumers ( Celebrities, sportsmen,
etc)
 OCCUPATION – Any and all
 AGE AND LIFE CYCLE STAGE - 18+ years old.

The company which advertises its product, makes the people aware of the usage of the
product it offers and hence wins customers. But the case with the million dollar super
sports cars like the Lamborghini, the scenario is different, no matter how many sports
car enthusiasts you can spot, people who can actually afford to buy a car with a raging
bull logo are rare, they form a niche segment and reaching such people through
advertisements is not possible. Its the sheer quality of the car and its performance that
attracts the takers, and so the company such as Lamborghini would never consider
putting up advertisements as it would inspire an awe among its people but the response
in terms of the buyers would be negligible. So to avoid the wastage of the resources,
Lamborghini advertisements are not found on the television.
Which in itself is an advertisement as it portrays that only the richest people can afford
the purchase and maintaining of its luxury and crave for masterpieces Lamborghini
produces.
 CULTURE BASED ADVERTISMENTS:
Culture - The sum total of learned beliefs, values, and customs that serve to regulate
the consumer behavior of members of a particular society. Culture offers order,
direction, and guidance in all phases of human problem solving: When to eat, Where to
eat, What to eat for each meal, What to serve guests at a dinner party, picnic, or
wedding.
Brands can use the culture in a particular place for advertising their products and use
famous rituals in that region to promote the products fit for the occasions. For example
to promote a bridal wear collection brands can create an advertisement involving a
wedding environment,
For chocolates, flowers and gifts a brand can use the occasion of valentines day to
create a environment suitable for these products.

10. SABYASACHI lehengas

Sabyasachi’s bridal wear collection advertised by creating a wedding environment.

In their latest bridal wear collection launch they did a great job at covering so many of
important cultural queries.
Sultana – labeled as a collection of modern hand-woven and embroidered
masterpieces. With a touch of extravagant Rajasthani style, the bridal collection
comprised of rich heavy lehengas.

This collection featured lehengas with lush embroidery and work with Gota-Patti. The
Sabyasachi Heritage Jewlery. Added richness to the collection. With accessories like a
royal and heavy Maangtikas, palki and stone chokers and Kada bangles. The bridal
collection featured hues of peach, ivory, turquoise, and, also turmeric yellow.
With deep-v plunging neck blouses, this collection is perfect for stylish modern brides.
The colorful floral embroidery adds a feminine touch and grace to the lehengas.
They even launched a sub collection targeting the destination wedding fans. And the
advertisements were shot beautifully and they did a great job portraying the product’s
excellence in the wedding season rituals.

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 CULTURE – Indian ethnic
 SUBCULTURE - Wedding
 SOCIAL CLASS - Upper middle class and higher.
 FAMILY - All
 ROLES AND STATUS - Bride and family members.

 AGE AND LIFESTYLE - 16+ years old

11. CADBURY chocolates

FACTORS AFFECTING CONSUMER BEHAVIOUR:

 CULTURE- Indian (Rakshabandahan) Across the globe ( Valentine’s Day)
 SOCIAL CLASS - Middle class and higher.
 FAMILY - Joint families.
 AGE AND LIFE CYCLE STAGE - 3+ years old

Cadbury is one of the biggest chocolate based product brand in India if not the greatest.
And it never miss an opportunity to create advertisements on occasions where sweet
food items are believed to be server as a ritual and tradition in their culture.
In this example the Cadbury is shown promoting its Raksha Bandhan Cadbury pack
specially produced for the occasion. Individuals like the way the happiness is spread
using chocolates between siblings and want to do the same in their family. Hence
proving to be a very effective way of advertising their product. This particular Raksha
Bandhan pack has done wonders for Cadbury over the years, made them generate tons
of profit and becoming one of the giants in their sector in India.
So following this they started making products and advertising them according to
occasions more often for example Valentine’s Day.
People like to buy things for occasions which they believe is the most appropriate
and advertising chocolates for happy occasions and happy faces works very well.
 REFERENCES

 https://in.pinterest.com/pin/402016704212073413/

 https://www.zeepedia.com/read.php?bases_for_segmentation_socioc
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%20segmentation%20combines%20social%20(related,to%20accomp
lish%20either%20individual%20or

 https://www.lynda.com/Business-Skills-tutorials/Cultural-
segmentation/379411/434214-4.html

 https://instapage.com/blog/demographic-segmentation

 https://www.marines.com/

 https://www.simplypsychology.org/maslow.html#:~:text=Maslow's%20
hierarchy%20of%20needs%20is,hierarchical%20levels%20within%2
0a%20pyramid.&text=From%20the%20bottom%20of%20the,esteem
%2C%20and%20self%2Dactualization.

 https://www.businessadministrationinformation.com/blog/using-
maslows-hierarchy-to-reach-out-to-customers

 https://yourbusiness.azcentral.com/can-advertising-affect-consumers-
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