comm 2071 presentation v1.4

8/14/2019 Comm 2071 Presentation v1.4

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COMM 2071 Media Audiencesand Consumers Behaviour

3184959Low Puay Hoon, Sharon

3184943Lim Wei, Eric

3184935Lin Jun Jiang

3184867Tan Jian Da

3185010Koh Zhen Sheng, Royston

3184978Chia Wei Hsien, Benjamin


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Picture of a bubble tea store front


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Agenda

Our interpretation of the 4 factors in buyercharacteristics

Herd instinct?

Our scenarioThe 4 factors in buyer characteristics

Cultural factor Social factor

Personal factor Psychological factor

What we think


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Our interpretation of the 4 factors in

buyer characteristics

Cultural

Culture

Sub-culture

Social class

Social

Groups

Family

Roles andstatus

Personal

Age andlife-cycle stage

Occupation

Economicsituation

Lifestyle

Personality andself-concept

Psychological

Motivation

Perception

Learning

Beliefs andattitudes

Buyer

Shapes

Changes


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Herd instinct?

Remember lecture 1? Or did you missed thelecture?

According to Mark Earls (2007), marketers mustlearn to accept that people do not act autonomously largely follow what other people do

humans tend to reinventwhat others had done or whatothers will be doing


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Herd instinct?

Important for marketers yield higher profits for businesses


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Our scenario

Bubble Tea Craze Introduced to Singapore during the early 90s

Sold in stalls in Night Bazaar @ S$4.50 per cup with only

2 flavours Green Milk Tea with pearls Red Milk Tea with pearls

In the late 90s, shops selling bubble tea were openedone by one with an average cost of S$2.50 per cup

More flavours to choose


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Our scenario

Expensive

People still queue to purchase the drink

The question is

Since it is not a cheap beverage, why are

there still so many people queuing?


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What say you?

When you buy bubble tea, what pushesyou to make the purchase?

I am a Singaporean and therefore I should drink it.

My bestest friend is drinking it. I should drink it too!

Im filthy rich. Get me a bubble tea NOW! Gimmegimme gimme gimme more

Im thirsty.


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Cultural factor

Cultural

Culture

Sub-culture

Social class

Social

Groups

Family

Roles andstatus

Personal


Occupation

Economicsituation

Lifestyle


Psychological

Motivation

Perception

Learning


Buyer


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Cultural factor

Culture Kiasuculture

Everyone has it, so I should try too

No restrictions to races or religions

(I

nHokkien

:shulang

maishus

eh)


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Cultural factor

Subculture Basic personalization drink to suit own preferences

Convenient

Influx of Taiwan media featuring Taiwan lifestyle

Social class No restriction to individual social status and class


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Social factor

Cultural

Culture

Sub-culture

Social class

Social

Groups

Family

Roles andstatus

Personal


Occupation

Economicsituation

Lifestyle


Psychological

Motivation

Perception

Learning


Buyer


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Social factor

Groups Peer pressure Existence of opinion leader among the group

Family Children influences Growing affluence

Roles and status Social role to play within the group


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Personal factor

Cultural

Culture

Sub-culture

Social class

Social

Groups

Family

Roles andstatus

Personal


Occupation

Economicsituation

Lifestyle


Psychological

Motivation

Perception

Learning


Buyer


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Personal factor

Age and life-cycle stageMost buyers were students, young

professionals and tourists

Anyone can purchase regardless their age andstatus

OccupationN.A.


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Personal factor

Economic situationStrong economy growth after the 1997

recession

Prices of the bubble tea are still lower thanother beverages.

Growing affluence of the society


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Personal factor

LifestyleWarm and humid environment

Sweet drinks are preferred by the young

Personality and self-conceptDeemed as cool because everyone drinks it


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Psychological factor

Cultural

Culture

Sub-culture

Social class

Social

Groups

Family

Roles andstatus

Personal


Occupation

Economicsituation

Lifestyle


Psychological

Motivation

Perception

Learning


Buyer


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MotivationAccording to Maslows hierarchy of needs

most basic physiological needs >> thirst

socials need >> satisfy the sense of belongingself esteem >> dominant member will attempt to

also introduce and display his/her preferencestowards the drink and make recommendation


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Perception Opening of more bubble tea outlets of different brands >>

created an environment >> individual interprets theinformation >> form a perception

Similar to the local drink, >> easy for new drinkers toadapt Food and beverage store + Long queue = good taste


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Learning Good feedbacks >> stimuli >> buyer re-affirm the

motivation to buy bubble tea

News reports and other publications >> curious by nature>> thus will purchase to try and give their own judgment

Association with the people around

Beliefs and attitudes Individual perception + learning >> shapes belief


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The consumer willsatisfy his immediateneeds first

What we think

Culture will spark theinitial interest andshape the guidelines tothe consumers choice

Individuals have triggerpoints for certain traits.Example, long queuemeans popular or good

Opinion Leadersinfluence consumersopinion of a product

Humans are inquisitive,positive feedback fromdifferent channels willprompt individuals to trythe product.

Based on earning,interest and lifestyle,

the consumer willdecide if the product fitinto his daily habits

The informationgathered will shape the

individuals perception ofthe product

Cultural Social Personal Psychological


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What we think

Psychology factor will affect the final consumer decision

The information which the consumer have gathered will

shape the consumers perception

There are trigger points which consumers associate withto a good product. For example long queues or branding.

Consumer motivation and decision differ betweenproducts that depend on their level of importance orinterest


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What we think

Psychological

Motivation

Perception

Learning


Cultural

Culture

Sub-culture

Social class

Social

Groups

Family

Roles andstatus

Personal


Occupation

Economicsituation

Lifestyle


Buyer

Most Critical


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References

http://www.asiacase.com/case/studResource/cool_report.htm(accessed 05 March 09)

http://newpaper.asia1.com.sg/printfriendly/0,4139,112476,00.html (accessed 05 March 09)

http://www.marxists.org/archive/bax/1918/01/instinct.htm(accessed 07 March 09)

http://www.brandrepublic.com/InDepth/Features/635501/Tap-herd-instinct/ (accessed 07 March 09)
http://www.asiacase.com/case/studResource/cool_report.htmhttp://www.asiacase.com/case/studResource/cool_report.htmhttp://www.asiacase.com/case/studResource/cool_report.htmhttp://www.asiacase.com/case/studResource/cool_report.htm

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