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Consumer Behaviour - Essay Example

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INTRODUCTION Primary objective of businesses is to strengthen its financial or more simple to state would be to earn profits. Profit generation require businesses to strengthen and enhance its customer base by increasing number of customers associated with its products (or brand) while maintaining focus to retain existing ones…
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Consumer Behaviour

Download file to see previous pages... Consumer behaviour, hence, entails understanding different attitude and behaviour of the consumers along with exploring factors having impact on these attitude and behaviours (Peter and Olson, 2008). For the purpose, various theories and models have been derived to somewhat provide generalised guideline impact of these factors on consumer buying behaviour (Hawkins & Mothersbaugh, 2009). Businesses to influence the buying behaviour uses various tactics such as advertising, promotions and other market tactics that increases probabilities of consumer purchasing company’s product. Designing and devising these tactics are guided by the understanding of factors that are capable of influencing of consumer attitude and behaviour and direct purchase decision (Neal, Quester, & Hawkins, 2004). To develop insight about aforesaid mentioned factors, this paper develops research to explore activities an organisation undertakes in relation with different consumer behaviour models and theories. Organisation’s undertakes many activities to direct consumer behaviour. For instance, marketing mix used to generate favourable response include product, brand, advertisement, packaging, point of purchase display etc in an integrated manner (East, Wright, and Vanhuele, 2008). Since these entire stimulus generators carry complete information and extensive detail in itself, the scope of this research has been limited to case study based analysis of advertisement campaign of L’Oreal’s product ‘Elvive’. L’Oreal has been in operations since years with recognition of being global cosmetic provider. L’Oreal’s target market in general has been female and while specifying its market comprising of females with urge to look good and beautiful; an ultimate desire of every woman. For the purpose, L’Oreal has several product offerings within various ranges; however, every product campaign from all mediums communicates the same message. This research in order to analyse abovementioned advertisement has picked print advertisements, storyboards and/ or screenshots of the television advertisements to investigate if message from these medium are on same page as referred by different consumer behaviour models and theories to target consumer behaviour. STIMULUS GENERATORS IN L’OREAL’S ADVERTISMENT L’OREAL’s advertisement campaigns are mainly formed of the similar technique to develop customer attention. This technique is also the most common form of advertisement and has following components: 1. Celebrity endorsement 2. Beauty appeal 3. Benefit communication 4. Scientific support to claimed benefits 5. Iconography 1- CELEBRITY ENDORSEMENT Message conveyed by celebrity usually has greater appeal; claim based on general perception and observation. Product endorsed by more popular or liked personality is able to gain more rating on the evaluation phase. In evaluation phase consumer analyses and rates the quality and benefits of the product. This phase is known as surrogate indicator (Neal, Quester, & Hawkins, 2004). L’Oreal has been using celebrating endorsement in its advertisement campaigns to fetch higher rating and hence, influence the purchase decision. 2- BEAUTY APPEAL Beauty appeal has been well accepted to be one of the basic features of the product capable to attract women. L’Oreal targetting women has been using this appeal in almost its every adverstisemnet. Hence, L’Oreal advertisements to cater the social need strongly develops ...Download file to see next pagesRead More
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