Consumer Behaviour Essay Example | Topics and Well Written Essays - 3000 words - 1

Consumer Behaviour - Essay ExampleConsumer behaviour, hence, entails thought different status 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 manoeuvre such as advertising, promotions and other market tactics that increases probabilities of consumer purchasing companys output. 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 boldness undertakes in relation with different consumer behaviour models and theories. Organisations undertakes many activities to direct consumer behaviour. For instance, marketing mix used to generate favourable response entangle product, brand, advertizement, 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 backcloth of this research has been limited to case study based analysis of advertisement campaign of LOreals product Elvive. LOreal has been in operations since old age with recognition of being global cosmetic provider. LOreals target market in general has been female and while specifying its market comprising of females with urge to explore good and beautiful an ultimate desire of every woman. For the purpose, LOreal has several product offerings within various ranges however, every product campaign from all mediums communicates the selfsame(prenominal) message. This research in o rder 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 summon as referred by different consumer behaviour models and theories to target consumer behaviour. STIMULUS GENERATORS IN LOREALS ADVERTISMENT LOREALs advertisement campaigns are mainly organize 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 assemblage 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 valuation phase. In evaluation phase consumer analyses and rates the quality and benefits of the prod uct. This phase is known as surrogate indicator (Neal, Quester, & Hawkins, 2004). LOreal 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. LOreal targetting women has been using this appeal in almost its every adverstisemnet. Hence, LOreal advertisements to cater the social need strongly develops