Advertisement always plays an important role in the activation of a person’s scheme i.e. package of association by linking clues such as image, logo, color as per the associations of memory ( Irene, 2019).
Even the research has found that advertisement helps to bring positive thinking to consumer behavior as there is an increase in product memory.
Consumer behavior theory
Consumer behavior theory study on the individual, group or organizational activities which are associated with the power of purchase of customer. Consumer behavior theory is a social science which
Blends element from psychology, sociology, cultural and the personal of the buyer (Irene, 2019). Similarly, study of consumer behavior is concerned with the aspect of purchasing behavior from pre purchase activities to post purchase consumption. Under consumer behavior theory it comes the about self-esteem, self-actualization, belongingness, safety and physiological (Irene, 2019).
As I have to choose one marketing communication either from television commercial or from any other website of Australian company, I have chosen one campaign from Australian website which represent the color, love, esteem, and images of the family. The campaign was about mayonnaise, created by Richard rose with the title of “Good Fielder says Praise the day” with its mayonnaise. We can find love, color and the entire factor that come under consumer behavior theory (Irene, 2019).
- The campaign of “Praise the day “advertisement has shown how the mayonnaise has brought color on food, love between family, self-image of parents and the psychological change that bring change on the family regarding food and family love.
- Similarly, mayonnaise is targeted to the women age between 35-34 (May 7, 2010). But as per the wish of people now it has been targeted to age group from 10 to 60 (Wikipedia, 2010).
- As 44% of store recipes are dependent on Mayonnaise it holds the high market with high involvement (April 2019).
Factors that influence consumers to buy products
- Psychological factor
- Social factors
- Cultural factor
- Personal factor
Psychological factor
- Affecting our purchase decision always includes motivation, perception learning and belief (Maslow’s hierarchy of needs theory).
- Under psychological factor of consumer behavior motivation, self-belief, learning, and Attitude is included.
- Attitude mean feeling, belief and behavior tendencies toward socially significant object (Irene, 2019).
- To link it with the campaign, of mayonnaise it includes belief and attitude toward it. It had shown that how mayonnaise can bring changes on food with its attractive color and smile on faces.
Cultural factor
- Culture, subculture, and social classes come under the factor of culture that brings changes on consumer on the perception of purchasing goods.
- Culture is the part of the society and also the important cause of people wants and behavior.
- Similarly, on the campaign of mayonnaise it has shown how coming from one society to another and bringing little changes on food has brought happiness to the family and among friends for the party.
Social factors
- Family, reference group and role are the main factors which bring changes on consumer decision making process (Irene, 2019).
- Health of the family suggestion of the elder is also some factor to bring changes on behavior of consumer on decision making.
- On the mayonnaise advertisement, it has shown how healthy it is and every family member can have it, whether it’s a child or the parents. Similarly, it has also try to influence people by taking different age groups of people on their advertisement
Personal factor
- Age, lifecycle of style, economic situation, personality, and self-concept are the factors that come on personally (Irene, 2019).
- Goods are normally classified as the age group, consumerss of 25,30 ages do not buy the same product which may be the preferences of consumers have age between 10 to 20.
- Similarly, on the advertisement of mayonnaise it has shown no matter what’s your age it fit for you. Similarly, it has also shown whether you are working at home or at offices it suits you; do not bring any harm to your personality. This can bring positive impact towards consumers (campaign, adnews.com, 0ct, 2019).
Finally, Mayonnaise had much more depend even these days as more the 44% of recipe is dependent on it. With the increasing demand, it has also scattered all around with great value.
References
- The Consumer Decision Making Process. (2019). Retrieved 14 November 2019, from https://cuttingedgeimc.wordpress.com/part-b-the-consumer-decision-making-process/
- (2019). Retrieved 14 November 2019, from http://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf
- Wong, E., & Wong, E. (2019). Kraft's Mayo Makeover. Retrieved 14 November 2019, from https://www.adweek.com/brand-marketing/krafts-mayo-makeover-102462/
- Chapter 9, Ling, P., D’Alessandro, S. and Winzar, H., (2015). Consumer Behaviour in Action.Melbourne, Australia: Oxford University Press. Retrieved from http://ebookcentral.proquest.com.ezproxy.laureate.net.au/lib/think/detail.action?docID=1986000
- Praise ‘Be thankful’. (2019). Retrieved 14 November 2019, from https://vimeo.com/362713776
Reply:
Thank you very much for the assignment. Your chosen advertisement of mayonnaise and the message of “praise the day” is very informative and easy to understand consumer behavior. You have effective linked psychological, social, cultural, and personal factors in formation of consumer behavior. The marketing communication in the advertisement is powerful as it has influenced these factors. It has led viewers to relate the product with their personal and social lives and perspectives. You have discussed these factors that have explored how the advertisement is effective (iResearch Services, 2018). Your suggestion was powerful that such use of communication through advertisement may affect viewers of all ages, segments, and cultural background (Arora, 2019). I really feel the way you have analyzed the advertisement and linked various factors with it. That is great.
References
Arora, H. (2019) ‘Study to explore elements considered to make an advertisement effective in different mediums for advertisements’, International Journal of Innovative Knowledge Concepts, vol. 7, no. 1, pp. 212-217.
iResearch Services (2018) 5 Common Factors Influencing Consumer Behavior, [Online], Available: https://www.iresearchservices.com/5-common-factors-influencing-consumer-behavior/ [17 November 2019].
