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

Consumer Behaviour - raise ExampleConsumer behaviour, hence, entails understanding different attitude and behaviour of the consumers along with exploring factors having impact on these attitude and behaviours (Peter and Olson, 2008). For the purpose, discordant theories and models have been derived to somewhat provide universalised guideline impact of these factors on consumer buying behaviour (Hawkins & Mothersbaugh, 2009). Businesses to lure the buying behaviour uses various tactics such as advertising, promotions and other market tactics that increases probabilities of consumer purchasing companys product. Designing and devising these tactics ar 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 same mentioned factors, this paper develops investigate to explore activities an organisation undertakes in relation with different consume r behaviour models and theories. Organisations undertakes many activities to direct consumer behaviour. For instance, marketing mix used to generate favourable response include product, brand, advertisement, packaging, usher of purchase display etc in an integrated manner (East, Wright, and Vanhuele, 2008). Since these entire stimulus generators carry complete cultivation and extensive detail in itself, the scope of this research has been limited to case study based outline of advertisement campaign of LOreals product Elvive. LOreal has been in operations since years with experience of being global cosmetic provider. LOreals target market in general has been womanish and while specifying its market comprising of females with urge to look 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 moderates communicates the same message. This research in order to analy se abovementioned advertisement has picked print advertisements, storyboards and/ or screenshots of the television advertisements to investigate if message from these medium are on same page as referred by different consumer behaviour models and theories to target consumer behaviour. arousal GENERATORS IN LOREALS ADVERTISMENT LOREALs advertisement campaigns are mainly formed of the interchangeable technique to develop customer attention. This technique is also the most common form of advertisement and has adjacent components 1. Celebrity endorsement 2. Beauty appeal 3. Benefit communication 4. Scientific support to claimed benefits 5. Iconography 1- CELEBRITY warrantee 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 bring forward more rating on the evaluation human body. 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 aim higher rating and hence, influence the purchase decision. 2- BEAUTY APPEAL Beauty appeal has been well pass judgment 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