Consumer Behaviour Analysis - Coursework Example

CONSUMER BEHAVIOUR Make-up Art Cosmetics of Selection of products and advertisement policy 1.1. Pick a product and determine an advertising message for consumers. The researcher is attracted to certain products like Adidas footwear, Lacoste fashion, Clinique makeup products, and Mac makeup products. The researcher also likes to visit Sephora stores in order to buy various cosmetic products. In the current study, researcher will use one face cleaning product to outline various marketing strategies. Aqua Gel Cleanser is the selected product that the researcher is aiming to introduce in the market. Face cleanser products was promoted and produced by MAC. MAC or “Make-up Art Cosmetics” is one of the largest USA based cosmetics producers in the world. They are having their head quarter in the New York City. Aqua Gel Cleanser product will be having the features like it provides fresh and clean looks for the users. Exciting packaging and designing of the product will attract customers from various segments. Skin soothing policies of this cleanser are offered with cucumber, apple and aloe extracts. The cosmetic product is foam based product. Aqua Gel Cleanser is getting famous for the soap-free base and more skin friendly molecules. 1.2. Develop a tag line and a magazine ad (without the aid of a computer) by using creativity and not artistry. What can you build into your advertisements that will boost the chances that target audience members will take in the ad and send it along to short-term memory for processing? Are there elements in the ad that can be used to facilitate later retrieval of your message? Mainly, the cleansing gel products of Makeup Artistry Cosmetics will be facing closest competition from the Clinique and other Sephora products. Brand value of MAC increased due to extensive sensational makeup collection. MAC is adopting lucrative strategies to attract the customers towards cleansing products. Major aim of the advertising policies of MAC will adopt different features of the skin care gel. Nourishment factors of the MAC based cleansers and hydration quality aspects of cleaning skins are one of the major positive attributes of the new products. Features of more clearing and smooth facial skin provisions must be outlined in the advertising massage of MAC. In addition, MAC is offering more protection of the sensitive skins. Human skin will get more refresh policies with the use of such cleanser along with water. 1.3. Development of a tag line and magazine advertisement Advertisements of Aqua Gel Cleanser must have a proper tag line that will identify target audience and requirement of potential customers. Aqua Gel Cleanser will adopt the tag line of “hydra gel cleanser minimizing pores and smoothens skin quality, and fairer skin.” Aqua Gel Cleanser requires sound designing of potential advertisement policy. Magazine advertisement of the product will be providing features to the potential customers. Clearing various facial pores is one of the major features of this cleanser. These molecules will suit on various skin surfaces. In addition, such face wash or cleanser will be aiding users in age protections. Wrinkles are removed gradually with the use of such face cleansers. Aqua Gel Cleanser suits better on the rough textured skins. MAC face wash products are famous for eliminating extra oil of skin and removing daily or occasional used makeup. Aqua Gel Cleanser aids users in removing pores. Skins breakouts are reduced with the help of such face cleanser products of MAC. 1.4. Most of your �potential� customers will purchase this new product at their supermarket or drug store. What additional things can you do at the point of purchase that will help consumers retrieve the advertising message information from long-term memory Targeted customers of the organization are mainly from different age group, economical and social groups. Moreover, Aqua Gel Cleanser needs to have sound availability in different locations. Consumer behavior is expected to change due to proper dissemination of features and pricing policies. New product needs to be available in Sephora supermarkets. Consumer’s behaviors will get the controlled or affected by different advertisement policies. Advertising message provides relevant information regarding Aqua Gel Cleanser. However, potential policies of MAC will be creating long term identification of products features. Sustainability and growth of the Aqua Gel Cleanser depends on the advertisement policy adopted in promotional process. New face cleansing product of MAC or “Make-up Art Cosmetics” will be facing the challenge of Clinique cosmetics products, Lacoste accessories and cosmetics products, Adidas products, and other available products in the Sephora super markets. Thus, advertising policy is essential for the organization. 2. Select a brand you like and use. Develop a personality profile for your brand using appropriate traits and perhaps even selecting gender, age, education level, etc. Develop a personality profile for the typical user of the brand. 2.1. What conclusions can you draw about self-congruency theory based on your work? The researcher has selected MAC brand for certain reasons. Cosmetic brands in the global market are facing huge competition and customers are having high quality alternatives. USA market is having the brands like Revlon, Clinique, Cover Girl, Oriflame and MAC. However, MAC is growing popular among the people with the help of the huge range of cosmetics. They are also increasing the popularity of demands as the management has employed many makeup artists to check the quality. In addition, MAC has recruited world’s best makeup artists to check the quality of the products. Products development policies and technologies are the key strength of MAC. 2.2. How do you know what the brands personality is like? How does marketing influence this process? “Make-up Art Cosmetics” recruits people with background of working as an entertainment makeup professional. The organization promoted unisex products in terms of increasing the compatibility potentials in cosmetics market. Distribution channel of MAC is distributed the small sized stores and big departmental or multispecialty stores. Daily operational and customers orientation policy of “Make-up Art Cosmetics” stores is increasing the rate of positive customer behavior. Cosmetic stores of the organization are offering liability free access, along with that professional advice is provided to attract the customers. “Make-up Art Cosmetics” is famous for trendy and lucrative packaging will develop sales figure. Trustworthiness of products of MAC is higher as products are supporting almost every skin type. Techniques of using products are very easy because a manual is provided with the product. 3. Do perceptions of brand personality differ between brand-loyal users and non-buyers of the brand? Why or why not? (Ask other groups to comment.) Brand personality is mainly the concept of the features or usage among the customers. Consumers’ traits are influenced by brand personality factors. Branding is a positive image of the customers regarding any products. Differentiation of cosmetic products is sometimes based on brand image. Brand value will help the organization in developing competitive advantage in the USA based cosmetics retail market. Marketing of any product such as soap or anti aging face creams will depend on the trait of MAC as a brand. Personalities of potential customers are different in terms of individual behavior. Moreover, it will create a psychological evident of the marketing policy. Perceptions of brand personality differ as there is a conflict between the brand loyalty of users and non-buyers effects on brand value. Brand personality and image of the potential customers are having close relationship. Consumer satisfaction of the facial cleanser products will be outlining sound buyer and brand association. MAC and other leader level organizations are employing sound production strategy in terms of achieving best possible customer satisfaction. Gradually, marketing policy can enhance the consumer and brand affiliation with the help of developing quality in the operational process. 4. What insight does the brand personality exercise offer the marketing manager in terms of market segmentation? In case of cosmetic products, participation of the consumers is relatively higher for the marketing process. Brand loyalty will get developed through meeting of consumer’s perception and expectation regarding cosmetic products. Brand relationship depends on the quality of the products. Marketing policies of Maybelline will be reinforced in terms of satisfaction of using cosmetics products. On the other hand, low involvement based products can be substitute products of the competitive products. Insight of brand personality will increase the feasibility of executing strategies by marketing managers. Market segmentation is one of the vital strategies for offering cosmetics products in the USA and other global markets of Maybelline. The organization segmented the target customer group of people aged from 17 to 35 years of age. The price segment is outlining £10.00 for the 30 ml products. On the other hand, £33.33 will be charged for 100ml pack. More over they are developing products that can be used by both male and female customers. Consumer behavior is one of the crucial terms of marketing process. Marketing strategies are developed on the basis of different factors. It depends on various features of products and services along with pricing and quality of those. In the current study, the researcher will be outlining consumer behavior process with the help of a systematic process of products and brand concept. In addition, the researcher has also outlined some theoretical approach of consumer behavior. In the current study, researcher outlined marketing policies along with consumer’s behavior regarding any sort of products. Researcher adopted different technique so that they can be able to promote one new cosmetics product and footwear product. 5. During an evening of television viewing, write down all of the advertisements you see. Note how many ads can be classified as fear appeals, sex appeals, or humor appeals. Of these ads that you have classified, which ones do you think are most persuasive? Why? Which ones did you like? Which ones did you dislike? Does your attitude toward the advertisements affect your attitudes toward the products being advertised? I saw advertisement of a car, kid’s accessories and face grooming kits of women. Advertisement of the car has fear appeal, kid’s accessories advertisement have the humor appeal and face grooming kits related advertisement can be segmented in the sex appealing advertisement. The face grooming kits related advertisement is the most informative one providing relevant ideas or features of the grooming products. I would like to say that the all the advertisements are good enough to attract me and create good perception regarding the products. However, these advertisements cannot affect my buying behavior. I have a face grooming kits of a famous company and that is in a good condition. Therefore, I will not replace my face grooming kits right now. I like cars but I will not buy right now. 6. Consider all of the Facebook groups that you belong to, or the tweets that you follow on Twitter. How do/does this behaviour(s) say anything about your attitudes toward brands or products? In the social media I am following various sports personality like Maria Sarapova, Cristinao Ronaldo, Garath Bale and brands like Adidas, Nike, Sephora stores and many other products. These groups are providing the reviews of different customers. Proper word of mouth promotion can be observed. Peoples are providing their experience in the social media. I will be able to make feasible purchasing decisions with the help of social media page and post. 7. Perform an Internet search of one of your favorite celebrities. Focus on finding the number of products that he or she endorses. Do you think that these endorsements make sense? What makes you think that your celebrity would be a good endorser for these items? MAC is leading the cosmetics producing industry in the world. Celebrity endorsement process of the organization will be attracting the potential customers with extensive product features. Cleansing products are using Fergie as their celebrity endorser. Glamorous endorsers will be attracting the customers towards the products. Cosmetic line requires glamour perspective among the clients and customers. Again, MAC has used several celebrities as their brand endorsers “Boy George, Pamela Anderson, Lisa Marie Presley, and Debbie Harry” are the famous names. These personalities have increased the attraction of the cosmetic line among the female consumers. MAC has a seasonal policy of modifying the cosmetic palette ranges. Contemporary trends are associated with the seasonal color schemes. Stylists are copying celebrities for making their clients more beautiful. Gareth Bale is one of the footballers or athletes whom I admire a lot. He is one of the youth icon is UK ad Wales. He promotes the brands like Adidas and Lucozade Sport. These two brands provide athletics based items like health drinks, accessories and footwear. Therefore, it can be said that selection of Gareth Bale as the promoter of such products is feasible enough to attract the youths and rising athletes. 8. Find a website that promotes one of your favorite products or hobbies. In what way does the content of the website influence your attitude toward the product? Does your attitude toward the website influence your attitude toward the brand? Social Medias are helping the organization s in promoting any products in competitive market. Peoples are using Facebook, and Twitter groups in terms of collecting post usage beliefs of the others. Brands and products are using the social media in terms of reaching more people in lower cost. Moreover, such media do not face restrictions as like geographic and demographic aspects. While accessing the MAC web site, researcher can be obtaining the information regarding Cinderella who is a famous Disney character or the princess. The characters of “Isabel and Ruben Toledo” are used for increasing fashion attributes. “Bao Bao Wan” who is a famous philosopher are attracting matured customers. “Mia Moretti” also promoted the MAC products ranges. 9. Locate two advertisements that use references groups to target you as a consumer. What types of reference groups are they using? Are they effective? Why or why not? The advertisement of “Nike risk everything” advertisement is one of the famous advertisements that is promoting their football accessories including footwear. This promotion is casting football celebrities like “Cristiano Ronaldo, Neymar jr, Rooney, Zlatan Ibrahimovic, Iniesta” and many other top level football players. This advertisement attracts youths to use the Nike products and gradually the sale of Nike products will increase gradually. On the contrary, Adidas is facing huge competition from Nike. They have recently started broadcasting their new ad campaign “The Wakeup Call” to attract peoples to their products range in the time of FIFA football world cup Brazil. The organization featured celebrities like “Lionel Messi, Dani Alves, Luis Suarez, Xavi, Bastian Swanstiger, Mesut Ozil, Robin van Persie, Spanish national team, Manual Nauer and many other”. These players are the role models of the footballers and athletics. Therefore, it can be said that both the advertisement will attract potential customers to make favorable buying decisions. 10. Earlier in the text, individual difference characteristics such as personality were discussed. Do you believe that situational characteristics or individual differences have a greater effect on consumer behavior? Consumer behavior can be affecting the marketing policies of any organization. The model of Hofstedes Cultural Dimensions will be increasing the feasibility in marketing policies. Contrast of Power and Distance Aqua Gel Cleanser related marketing plan will outline the variation of human behavior. Existing customers’ expectation regarding cosmetic products is another vital aspect of developing marketing strategies. Facial cleansing products have certain acceptance level among the customers. Customers are having the power to negotiate the price, quality of products and features of products. Power distance related score remains high then it reports that unequal importance of the customer demands are provided in the marketing strategy. On the contrary, lower score disseminates equality among the customer’s expectation and marketing plans. Therefore, allocation of customer behavior model is easy in lower power distance score. USA based cosmetics industry has lower power distance score. Individualism in the customer modeling In terms of developing the marketing plan for the shampoo products, Olay can utilize their strengths of empowering community as well as individuals. High individualistic scores outline lower relations among the marketing plan of the organization and customer requirements. Developed countries like the USA or UK are trending to have low individualistic scores. It outlines that there is sound interpersonal connection between the organization and potential clients. Societal cohesions can be observed in the cosmetics market of the USA. Olay seeks for high loyalty from the customers and advertising policies will aid them to disseminate prior empowerment of the individual customers. Masculinity traits of the customers In the cosmetic industry, there is a concept that the females are the major customers. Societies believe that the values of the female candidates must be increased with the help of marketing promotional policies. Higher masculinity score will be affecting marketing policies in some under privileged countries. Men can expect rough cleansing products for their skin texture. On the other hand, the liquid soap base for women must be having more soothing aspects. Uncertainty and strategic Avoidance Index in the marketing plan Marketing strategy for liquid soap and conditioner of Olay will be facing certain threat of failure meeting. Anxiety can be increased among the managements and also on the society members that can be raised on the basis of cosmetic product quality. Long Term Orientation of the customer expectation Body Tonner based marketing strategies must be expressing the long term societal development. Valuating the customers will aid the organization in a long-standing manner to gain sustainability and growth. This type of cultural dimension aspect of the customers will increase feasibility of marketing plan and policies of body tonners. However, high long term orientation will deliver certain standards on social obligations. Contrast of lack of control with controlled scenario in the marketing aspect The USA based cosmetic industries have sound control on the organizations. Along with that, the after shaving lotions related marketing policies will be controlled in terms of ethical consideration, feasibility of marketing process. Therefore, marketing policy of Olay will be determined on the basis of customer cultural dimensions. 11. Individual report on the product marketing policy From the study it can be observed that website of any cosmetic products are providing certain information and features of pricing and marketing policy. Cosmetic products can be promoted with sound marketing policies. Websites are one of the most common medium of the marketing any products. Consumer behavior will depend on product features. Consumer attitude can be determined on the basis of website information sharing. In addition, the marketing polices will get more feasibility on the basis of cultural denotation. The cultural backgrounds of the customers depend on the racial, national and linguistic determinants. Situational distinctiveness among the characters of customers will play vital role among the key marketing strategies. Moreover, behavioral contrast of customers characteristics will outline the importance of the certain traits that denotes individual differences are impacting consumer behavior in a rapid manner. Moreover, the aspects of individualism, masculinity, power distance, uncertainty avoidance and long-term orientation factors will be aiding the cosmetic providers like MAC with a sound marketing strategy. Various cultural dimensions of the customers will denote the behavioral standards of potential customers. Advertisement policies of MAC was developed starring Fergie who is a famous style icon and singing sensation. In the current research marketing plan developed for cosmetics products for different age groups. Uncertainty of unknown outcomes of using the body toner will increase the set of marketing feasibility. High uncertainty index reporting will be outlining the failure of marketing policy in avoiding uncertain circumstances. The possibility of imposing rules and regulations on the marketing policy will increase feasibility of getting customers attractions. With the help of the study, the learner can develop proper ideas on the marketing strategies and feasibility planning process. In addition, they can get the aid of consumer behavior. Marketing team of MAC, Adidas and Nike needs to create behavioral profile of the potential customers group. Moreover, this study also outlined consumer behavior and brand value relations. Traits of the customers have been contrasted on the basis of the sexual category, age limits, and learning potentials. Personality profile also outlined brand value development policies and contrasting self-congruency aspects. Read More