Consumer behavior and lifestyle

Consumer Behavior and Lifestyle

Part A

In order to attract consumer’s awareness marketers need to create campaign or advertising based on consumers’ interests. Marketers also need to understand consumers’ values so they can deliver the right message of the product or service and the consumers can be satisfied about their purchases. It’s very important for the marketers to maintain the relationship between consumers and the products or services because consumers satisfaction is the main priority to them. If it isn’t going well they are not going to sell anymore because they don’t link the value of the product or service with consumer values. Consumers want to purchase something that has a relation with their personality, emotion, experience, feeling, dreams, needs, interests, etc.

Some example of ads that appeal consumers values are:

Coca cola:

The company creates an advertising “Taste The Feeling” that shows a value of sharing happiness. The ad shows us that happiness starts from opening the bottle of coca cola and share the moment with family, friends or our surroundings in each occasion. Coca cola want to bring its value by showing the happiness emotion to its customers.

Apple:

An Apple’s ad “Get a Mac” has influenced consumers’ values by bringing them to company’s perspective. Think different and be creative are very important words to them. The ad delivers the message to the consumers that in this hectic and competitive world we need to be actual and innovative. Thus, Apple created an ad based on consumers’ motivation and consumers’ dreams. Apple knows that people need innovation to be different from the others and Apple can maintain that relation and satisfaction for their customers.

Volkswagen:

“Think Small” ad succeed to make people understand what company’s want for their customers. It response to people’s need at that time by the fact that American people tend to buy big cars and the company wants to change their habit by providing simple and minimalist cars, Beetle. And it was a big success for them because the campaign can link the actual condition in America at that time with consumers’ needs.

        For me, using emotional and rational approach in advertising is the best way to communicate and maintain consumers’ loyalty. By using that appeal marketers can relate the core value of the brand to attract people’s interest and awareness. There is no better way to increase consumer loyalty to a brand than relating them by using same emotion and giving good experiences.

Part B

Three distinct “taste cultures” within my school will be:

• “The Sportive” students
• “The Lux” students
• “The Student” students

“The Sportive” students

The students in this group are likely to wear sportswear clothes such as Nike, Adidas etc. for their daily life. They consume healthier foods and beverages. They like to join university’s football team, basket team, or even watching sporting event. Being productive for a day is one of their motivations.

“The Lux” students

This type of students is always come to school in fancy way. They choose famous brand for their clothes, accessories, watch, etc. The foods and beverages they eat are the expensive and exclusive one. They basically have the latest gadget or devices, they are very up to date to the fashion and high-end brand. They take care their look.

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