The Analysis of UGG's Advert on the Basis of Consumer Behaviour Theories and Practices - Case Study Example

Subject Name Lecturer’s Name Marketing Due date Date Submitted Introduction The advertisement is one made by UGG, a company that specialises in making boots and a few other products from sheep’s skin. From the advert one can easily identify the product which forms the subject of the advertisement, which is boots. Before one can get the information at the end of the advert, the numerous times in which the boots are shown in the video makes it clear that the advert is made for the purpose of marketing the boots. The market target in this advert is everyone. The advert shows images of children, adults; male and female. It is not restricted to a certain group of individuals. There is however an element of class. This is expressed by the cosy apartments and interior décor and the outward appearance displayed in the advert. In marketing, businesses must take into consideration the consumer behaviour principles. These principles guide those introducing products or services into the market. Mostly the decisions by sellers are based on initial studies bordering on human psychology and sociology. CONSUMER BEHAVIOUR ISSUES Utility theory The earliest theory of consumer behaviour was the utility theory. This theory emphasises that human beings make rational decisions from the benefits they are likely to acquire from the product in question (Schiffman, Kanuk 2007). This approach has depicted human beings as economic in nature. They seek value in return for their expenditure. It is for the product promoters then, to show that their product will bring to the users a whole range of benefits. In the UGG advert, they show images that give a sense of comfort. There is display of images of people playing with UGG boots and even some ladies dancing in them. This goes a long way in showing how comfortable the boots are. Anyone would want a product which assures them of comfort, especially where the product is a boot. This therefore serves as a pull factor since most people would see that by buying the boots, there is a benefit accrued, that is, comfort. Product differentiation The boots as advertised are made from a different material from the ordinary boots. (Arping S, Gyongyi L, 2002). Although the paper address totally different filed, one cannot fail to see the effects of product differentiation as they bring them out. This is a strategy mostly used by companies to acquire a competitive edge over the other companies engaging in the same form of business or products. The boots shown in the advert are unique in nature and therefore would easily attract a market on that basis; the advert helps to display this uniqueness. Emotional appeal This has been a product of psychological approach where emotions have been identified as one of the appealing factors to consumers (Bray J, 2008). In the advert in question, there is a display of family which appears to be a close knit family. This serves to appeal to the people on their emotions as it brings out a sense of being loved. The outcome is that people like the advert and eventually, like the product being advertised. Cultural appeal The advert in question displays people in outdoor games such a surfing. This is a clever idea as a majority of people can identify with it. It also makes references to the usual lifestyle such as the use of Facebook and Instagram; this is a life that most people would identify with. The advert mentions that when none of them works, there is somewhere where comfort maybe found, and that is, in their products such as the boots. The advert is structured in a way that it addresses the modern culture of human beings, aspects of life that one can easily identify with. Cognitive approach to consumer behaviour This approach has been used to define the response in consumers. It explains that human being are information processors. They are therefore actively seeking information that may aid in their decision making process (Bray J, 2008) This is important because, as will be shown later, information is very important in the process of making a decision to buy or not to buy a certain product. The advert in question provides information in relation to the quality of the boots by expressing that they are comfortable. At one point they compare it to a hug from a sister or the love of a family. Such information is important in making a purchasing decision of which UGG seems aware of. The information should be presented in a way that is easy to understand and remember, (Bray J, 2008) the advert by UGG seems to have this aspect taken into consideration. Decision making process The consumer is believed to go through several stages when making a decision whether or not to purchase a particular product. The success in the product advertisement is based on the ability of the advert to take into consideration such stages and ensure that they are adequately addressed. 1. Motivation Before a customer can make the decision to buy, there must be a motivation (Mohammadi and Mohamed 2011) what would motivate a person to buy a boot or any other type of shoes? Well, shoes are basic products and therefore there would be an intention by everyone to poses a pair of shoes. The question that now remains is; why choose a product of UGG? The advert brings out in the issue of comfort very clearly. This may have been intended to lure customers in making their decision to choose boots by UGG and not from any other company. Despite the shoes being basic commodities, there is need to ensure that even if one possess several pairs, one would still feel the urge to purchase at least a pair from UGG an aspect brought out clearly by showing that their boots are classy and can be worn in any activity, whether indoors or outdoors, whether sporty or in ordinary day’s activities. 2. Information search One of the means by which consumers get information for decision making is by adverts. (Mohammadi and Mohamed 2011) Since the adverts lack the personal touch that exists from reference by other people, they must compensate by providing all the information that a consumer may need in the most simple and attractive way. The advert by UGG is able to achieve this by relating the product to the ordinary life that most people can identify with.it also brings out an appeal of a loving family and a load of fun activities. This is an attractive approach which would help in conveying information that a potential consumer may require. 3. Evaluation of alternatives This is a critical stage in the decision making process. (Mohammadi and Mohamed 2011) It determines whether an individual will choose a product from a specific company or from another with similar products. The advert is therefore to create a good appeal to potential consumers such that they would not choose from a different competing business. The advert creates a notion that the moments that result from the use of the boots are beyond compare. This is further emphasised by the use of the phrase “FEELS LIKE NOTHING ELSE”. This is meant to show potential consumers that they cannot expect to find a product in the market that can compare to UGG boots. This may eliminate any alternatives that the potential purchasers may have, settling for UGG products. 4. Purchase and after purchase This is mostly a short process, which dependent on price and maybe, after sale service that the product providers avail. (Mohammadi and Mohamed 2011) The advert however does not indicate the range of prices but at the end provide information on how to maintain and clean the boots. This is important since it will mean that customers may be attracted to engage with the UGG in the future purchases since they know there is one more extra thing they are likely to get, that is important support information on how to maintain the boots. Ethical Issues There are obligations that anyone making an advert should ensure such is not broken (MAANZ Marketing Code of ethics, 2002). This has been referred to as ethics mostly contained in codes of conduct. The advert though does not seem to against any established code of ethics observed in adverts and marketing. The objectives of the code governing the advertisement industry have been observed which include; adverts prepared in a sense of obligation, decency, legal and fairness to competitors. (AANA code of ethics, 2012) the advert is very decent, maybe be viewed by even children. It also does not contain objects of unfair completion practices. Limitations of The Advert The advert does not give a price range for which their products lie. There is also no information as to where the product may be found, for example whether the products are available online or in shops, if in shops; where such are located. This information would have been very important since a consumer, as discussed above, makes decisions whether to buy or not depending on the information provided. Remedies to the limitations This may be remedied by providing such information at the end of the advert or provide a site where people may get more information on the products in question. Conclusion An advert is supposed to take into consideration the various consumer behaviour principles. These have been identified by scholars to affect the decisions that consumers make. The advert in question has been analysed on the basis of some of the theories and consumer behaviour practices and to a large extent, appears to have taken them into consideration. Concern has also been expressed on the fact that despite the good appeal that the advert makes, it does not provide important information that may assist in making a purchasing decision. Bibliography Arping S, & Gyongyi L, 2002 Corporate leverage and product differentiation strategy Available at on 24th April 2014 AANA Code of Ethics, 2012 Available at on 24th April 2014 Bray J, (2008) Consumer behaviour theory: Approaches and models. Available at Mohammadi A M & Mohamed B, 2011 Applying consumer behaviour theory and grand models to attendees behaviour in conference industry Available at on 24th April 2014 Schiffman, L. G., et al, 2007. Consumer behavior, New Jersey The marketing Association of Australia and New Zealand, MAANZ Marketing code of ethics Available at on 24th April 2015 Read More