Applied Buyer Behavior Analysis - Assignment Example

By The of the The of the School The and where it is located The Applied buyer behavior in a global The two ads, John Lewis Christmas ad and Marks and Spencer Christmas ad reveal very special characteristic of the buyers in general. The nature of the firms tries to dictate the mode of approach each has on creating adverts and the main aim they have in the consumer perception. John Lewis deals with a wide of products but comprising the home commodities majorly. On the other hand, Marks and Spencer specialize mainly on clothes and sells different wears. Buyers or consumers have definite consumption approaches that ads always attempt to reach and satisfy. The two adverts have exposure of consumer buying process, segmentation, perception map, motivation and finally marketing mix (Sandhusen & Richard, 2013, p78). The advert by John Lewis that had been designed by Adam & Eve/DDB has which is the agency that creates a huge chunk of the John Lewis adverts has so many notable sections in it. The included song was from an upcoming pop star who is a breathy young man. Other adverts in the past have been entailing breathy young woman. The artist creates maximum emotion from every section of the song making highly applicable for entire. While the song by John Lennon is not popular by many people, the artist (Tom Odell) creates emotional sphere from it. It creates a scenario whereby the story is typically narrated through the use of pictures in a manner indicating little girls and boys playing with different toys. The story outline creates a perception of people waiting for love. There is a creation of snow that was filmed in July. There is also the creation of a Christmas tree and entailing of a middle-class family in some parts of the north east London and heavy filming from Victoria hackney. The adverts create a sensational and ambitious model similar to the 2013 adverts that featured a bear and hare animated epic. Instead of the use of the epic model, the John Lewis chooses to apply the formula of a cute boy highly longing for the Christmas time to get a penguin gift in the 25th December. It reveals of how the by spends his time paling with the friend who is a penguin. At first, the penguin friend appears real but later it emerges that it was untrue, and perhaps CGI was entailed in the filming process. The film shows the Sam, who is the boy going to the field and playing Lego with his friend penguin (Monty). The two bounce to trampoline in unison and Sam notes the Monty is lonely as it sees couples touching hands. In Christmas time, Sam looks Monty one good thing, a mate that it had strongly missed all the time. Beside the tree on that Christmas day, there is Mabel, which is a lady penguin. It creates a message that John Lewis is not just limited to high street shop that selling casseroles or linen but it is the true love. The story has nothing to do with lost and found which similarly has a desolate penguin and a boy (Sandhusen & Richard, 2013, p98) . The two adverts have an influence on the consumer buying process either directly or indirectly (Schiffman & Kanuk, 2004, p.6). Traditional consumer buying process normally has five stages. The stages include problem, followed by Information quest. There is a subsequent stage of Assessment of alternatives and followed by a Purchase decision, and the last option is normally the post-purchase conduct. The two adverts have different approaches to the modeled tradition on the approach. John Lewis Christmas ad has appealing approach to the consumer buying process by creating an emotional effect to buyers. The ad has a portrayal of a penguin longing to get a fellow mate/ friend after loneliness. The after a long search, the penguin does not see one of its kind in the surrounding. The penguin sees people kissing, others having good moments in various places. While it feels good having a boy who always make it happy, it cannot keep off longing for another one of its kind. John Lewis Christmas ad convinces people to send gifts or surprises to their friends, mates as seen in the advert. The advert has nothing in relation to what John Lewis Christmas sells. They do not sell penguin. On the contrary, Marks and Spencer Christmas ad creates an emotional approach to influencing the traditional consumer buying process stages (Schiffman & Kanuk, 2004, p.9). The adverts apply the use of the magic as a way of bringing, in conclusion, the desires of various people. The magic enables the two ladies to fly. While having the capability, they can fulfil wishes of various people. They shut down all the TVs to bring the children out for socialization and out-side games that are good as compared to sitting and watching. They find a lost cat for the woman whose cat was lost. They fulfill wishes on everyone who’s in demand of the certain life appeals. The two adverts have adopted a modern approach to the advertisement. The modern advertisement trends only create an emotional attachment to products (Schiffman & Kanuk, 2004, p.13). The earlier modes of ads were instrumental in showing details such as the name of the product, uses, applications, warnings associated with a product and many other issues but the current product only looks into the creating the emotional attachment. Both ads have soothing tunes that create a memorable remembrance of various products to its audience. The two adverts concerns a wide range of clientele base and have no clear segmentation. They have both images of old, youthful and kids in the ads. The John Lewis Christmas ad has, however, tried cling on a kid for its advertisement. The use of a boy playing with a penguin creates a fun moment associated with youngsters and not the old people. John Lewis Christmas ad could be targeting a wide range of the consumer segment, but it has inclined on creating a sensation amongst the children. Marks and Spencer Christmas ad on the contrary use two women to deliver its message. Use of the women in the advert could mean the mass attraction of the women folk to their firms. They further proceed in showing many different cloths in their adverts. There is a portrayal of a boy touching on female brassieres. One lady creates a magic that changes hanged clothes into shiny and sparking clothes perhaps suit for the Christmas occasion. Application of market segmentation means dividing an extensive target market into small sets of that entails a group of consumers with varying distinctions (Schiffman & Kanuk, 2004, p.21). The distinctions may be in terms of consumer sex differences, age difference country of origin, different needs or interest and varying the set of priorities. John Lewis stores have nearly every components or goods the client may desire. It is one stop shop and cannot limit itself by creating segmented ads. By creating an essence of gift or surprise ad, it aims at attracting all groups of people into its shop. Marks and Spencer Christmas ad only limit itself to wears or cloths. The cloth is normally broadly categorized since there is clothing for women, children, and men. Marks and Spencer Christmas ad take a general version of the clothing for its market segment. Perception map (Schiffman & Kanuk, 2004, p.45). Fig1: perception map for John Lewis Christmas and Marks and spencer firms The two ads outlays the perception map of John Lewis firm and Marks and Spencer firm’s reveals differences and distinctions amongst differing criteria approaches. Marks and Spencer have comparatively invested in the specialization of cloths alone. John Lewis firm, on the contrary, is more of general shop/ store. It avails numerous products for the clientele base irrespective of age. They have electronics, women wears, beauty products, bay & child products, sport and leisure products, special offer and many other connected goods. The perception map shows John Lewis being close to general sales dimensions while Marks and Spencer are close to the dimensional of specialization or specific sales. This specialization is majorly on cloths sector. The second dimension elaborates about the perception of the clients on the two firms. Marks and Spencer have historically been at the top of the charts but in 1998 it encountered a serious problem. The company has never overcame the challenges it experienced from the problems. Most clients have since preferred John Lewis to Marks and Spencer firm due to the failure of the later to fully recover from the near collapse scenario it encountered. According to most consumers, John Lewis took over the sales in Britain from mark spencer. John Lewis has stood out as a cemented middle-Englands main desired shopping endpoint with huge record sales. The firm has replaced M&S as the typical darling of the British high street due to the client’s preference. Some analysts, however, admits that M&S remains the more predominant since it has additional stores and contrastingly augmented shoppers. John Lewis has increasingly overtaken M&S in segments like the online and mobile of the trade (Dove, 2013, p56). According to historical statistics, a decade ago John Lewis Partnership had sales close to £5bn but M&S had sales close to £8bn in general. The earlier statistics has been interchanged in a typical manner in that M&Ss UK business recorded virtually £8.9bn in 2014 while John Lewis recorded £9bn. The forecasts reveal that M&S cannot overcome the John Lewis in the for the coming process evaluations. Increased advertisement on Christmas periods resulted in a great increase of sales by John Lewis. The company also accrued huge incomes from dealings with the collapsed Comet thus revealing that it had sold huge number of electrical products. There had been changes in the uptown market especially for housing that facilitated the demand for the carpets and curtains (Schiffman & Kanuk, 2004, p.71). John Lewis change came from an unfavorable state where it was comparable to the civil service. The firm had been slowly adapting to the erupting changes in the shopping habits, for instance, the late night shopping. Other types of changes that cropped in the recent trends are the Sunday trading and the use of the credit cards in the retail management process. The firm adoption of the internet trade came much faster as compared to the adoption of other trends in the business sphere. The two ads have their models client motivation. The two business have various models of improving the motivation approach of the workers with the aim of improving productivity. Provision of incentives, recognition of achievement, sharing of profits, soliciting of employee input and provision of professional enrichment. The two ads are highly likely to trigger high capacity of improvement on the motivation levels of the clients. The two filmed ads creates motivation amongst the viewers who are the potential clients to consume the goods retailer in these shops. They have an exclusive appeal to very client watching the ads by using every sense of ads asset or approach available to them. The magical nature of marks and spencer appears to turn all moment to be a happy moment for both old and young people. The Christmas sensation is a highly adorable use of the magical approach to describing it (Kelner & Brad, 2010, p62). The two chains indicate great and high investments in the website design and online business process that some other retailers normally take for granted. The inclusion of the marketing mix that is mainly the 4Ps of marketing are applicable being synonymous with one another. The marketing mix of the 4Ps that entails product, place, price and promotion basis. John Lewis has most of investment in the UK, but M&S is an international company that huge stakes in the American and other European nations. The marketing mix for the two companies is not too far apart different since they deal with similar products. The specification of products for the two companies reveals a minute difference between the two companies. The two companies presents an essence of delivering quality and desirable quantity to the clients. Since they are both retailers, their service becomes of the great concern to the final consumers as compared to the price (Moriarty &Sandra, 2014, p53). The recognition of the product outline John Lewis notes out more inclination on availing of the web or online services to the clients. Variation in the model of approach creates the difference in terms of earnings from the various approach for the two companies (Schiffman & Kanuk, 2004, p.36). The adoption of the 4Ps for the two companies has major input in the various companies. The first P that stands for a product. The two companies have huge inclination to sell what the client desires. John Lewis has created a niche in the market that allows for the highest income earning process that contributes huge earning for the company. The balance between costa and price for the two company’s proper equilibrium that facilitate the huge difference in terms of revenues income capacity (Schiffman & Kanuk, 2004, p.41). The retailing companies indicates significant income capability from considering the cost of acquiring products or goods. The third P is promotion. The combination of promotion with communication has great input into the two companies. Methods of communications applied in the business have a huge input into the advertising, viral adverting, public relations and other forms of communications including personal selling of the companies. The last section deals with the consideration of the place of trade. The two companies have a mixture of both virtual and geographical trading place (Schiffman & Kanuk, 2004, p.45). Online trades provided a virtual trading zone for both the companies. Online returns for the John Lewis is comparatively as compared to M&S. The combined approach creates a mixed zone encounter for the two firms thus exposing it to a wider business area and regional sections. The adoption and use of the credit cards system have instrumentally transformed the two kinds of firms thus exposing them high revenue base. Clients admit quick services through the use of the credit and online system in undertaking their trading process (Schiffman & Kanuk, 2004, p.83). In conclusion, the two ads are highly illustrative of their retailer shops of origin. Each one of them creates an appeal to the clients or the customer base to select their retail shop while shopping. They both create emotion to their client by triggering the essence of perception of the goods they offer. It is normal for the modern companies to invoke emotions amongst the people in order to gather clientele that is a typical scenario that is hugely different from the initial approach to the advertisement. The earlier advertisement had different approaches to adverts. It is notable the mark & Spencer, and John Lewis are conquering a similar trading zone. The retail similar products to the final clients and, therefore, the use of the appropriate technique determines the eventual winner in the war (Millier, 2010, p45). The companies have applied the skilled analysis of the consumer buying process, levelled market segmentation, inherent motivation levels, and increased marketing mix application (Schiffman & Kanuk, 2004, p.33). The main segments notable in both companies is the online and physical geographical shop status. Every client narrates of his or her experience with the services offered at every retailer. Every segment has its subsequent income or revenue generation that ends up being a constituent of the general final income of the shop. Mark and Spencer is struggling with realigning its mode of business to suit UK client base. There is stiff competition and amongst the player in the market and, therefore, the firms has resorted to various business approaches in order to gain control of a certain ratio of the market share. Bibliography Schiffman, L.G., & Kanuk, L.L. (2004). Consumer Behavior. New York, Pearson, 1(10). ISBN: 9781782368267 Millier, Paul. (2010)"Intuition Can Help in Segmenting Industrial Markets." Industrial Marketing Management. ISBN: 82368267622736 Dove, Michael (2013). "Cultural Segmentation - Customer Segmentation". OriginsInfo.com.au. Retrieved 6 October 2014.Cultural Segmentation. ISBN: 36826762273 Kelner, Brad, et al. (2010) "Market Segmentation Strategies and Service Sector Productivity." California Management Review. Summer. ISBN: 6826762273452 Moriarty, Sandra, (2014). Advertising: Principles and practice, Pearson Australia, Australian perspectives. ISBN: 554368267622736 Sandhusen, Richard L. (2013) Barrons Business Review Series, Marketing . 2nd Ed. Barrons Educational Series, Inc., ISBN: 2173682676227387 Read More