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CONSUMER

BEHAVIOUR

ASSIGNMENT-4

AJAYSUNDAR M

PGP 02 004


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Q1.BRAND: SAMSUNG GALAXY S (Mobile phone)

A brand is the set of expectations, memories, stories and relationships that,

taken together, account for a consumers decision to choose one product or

service over another. A brand always have an identity, in few cases brand createsidentity one who possess it. Consumers use products with various meanings to

achieve a set of functions which helps to define the consumers self concept.

A product use defines a consumer as

Group member Individual

FUNCTIONS:

FUNCTIONS PERFORMED BY BRANDS

1. Expressive function

2. Connectedness function

3. Emblematic function

4. Role acquisition function

5. Symbolic function

EXPRESSIVE FUNCTION:

As a symbol, a product has the potential to say something about our

uniqueness. This expressive function reflects how unique we are, not how we

relate to other people.


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Samsung galaxy mobiles are considered to be having a better brand value in the

Samsung range. Samsung galaxy S3 which was launched only two months back is

very hard to find in many hands. In our entire college only three students are

having Samsung galaxy S3. Possessing it gives student uniqueness. The mobile

expresses the uniqueness, taste and judgment of the individual.

The brand expresses thus creates a separate identity for us among others. This

is termed as expressive function created by the brand to the owner. Not only has

the brand had a value it makes the possessor also to have a value in the society.

CONNECTEDNESS FUNCTION:

Products and consumption activities that serve the connectedness

function express our membership in a group and serve as symbols of personal

connection to significant people, events, or experiences in our lives. For example,

we may particularly like a book or paintings because it was a gift from a close

friend. People may also value ticket stubs concert programs, and other souvenirs

as reminder of special people, events and places.

Samsung galaxy mobile when presented by our close friend or lover or from

our parents will serve a connectedness function with which we are associated. It

will express our affection towards that people. In case if it was presented during a

birthday party. It will symbolize our connection with the event. This connection

with the group, event or experience will help us to maintain a social identity.

EMBLEMATIC FUNCTION:

Products (or features) that communicate something about your group members.

Emblematic function is such that the brand will serve as an emblem for us and

show casing our identity to others.


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Example: A wedding present of Samsung galaxy s to a new wed couple with a high

price tag will communicate social status.

Having the mobile in hand will show that we have very high social status,

education and wealth.

Harley-Davidson tattoo

Police uniform

Greek Letters

ROLE ACQUISITION FUNCTION:

The Samsung brand can helps us to maintain our identity through role

acquisition function. The function can be defined our role will get changed once

we start to use the brand. Like when the phone is gifted during marriage, it will

symbolize our role in relation to the gifted person. We start to perceive about the

individual in different role after getting the present.

SYMBOLIC FUNCTION:

The symbol functions of products and consumption rituals are because together

they help to define and maintain our self concept, perception of who we are.Social identity theories propose that we are in terms with consistency with our

individual identities. Our self concept can be decomposed into many separate

identities, identity schemas.

The Samsung brand helps us to define and maintain our self concept through

symbol function. It increases our confidence level while holding it, increasing our

self concept.


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Q2) A low involvement attitude change strategies its possible to change

the attitude of the customer towards the products, certain steps has to be taken

to increase the scale of the product from low involvement to high involvement.

STEP 1: Changing the basic motivational function

HAIR COLOR MICRO-WAVE OVEN TALCUM POWDER

Changing speaking only

about the product

provides hair colour

Basic function : Cooking

and baking

Basic function: Brushing

STEP 2: Combining several functions


Hair shinning, preventing

hair fall, preventing

dandruffs

With cooking what other

functions can be

performed

-

STEP 3: Associating the product with a special group, event or cause.


Associating with good

occasions

Associating with some

family events. Food are

served in the event

tastefully only through

the Micro wave oven

Happy occasions with

happy teeth because of

the talcum powder

STEP 4: Resolving conflicting attitudes.


Resolving that it will last

forever

- -


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STEP 5: Altering the components of multi attribute theory.

A) Changing the relative evaluation of attributes.

B) Changing brand beliefs

C) Adding an attribute.

D) Changing the overall brand rating.

STEP 6:Changing beliefs about competitors brand.


If competitors brand not

fulfills some aspects.

Highlighting our Superior

attributes over

competitors brand

Changing other brand

belief.

MODEL APPLIED:

ELABORATION LIKELIHOOD MODEL AND DUAL MECHANISM MODEL:

ELM model proposes the more global view that consumer attitudes are

changed by two distinctly different routes of persuasion: a central route or a

peripheral route.

In our case peripheral route method was followed to change the involvement.

When a consumers motivation or assessment skills are low, learning and attitude

change tend to occur via the peripheral route without the consumer focusing on

information relevant to the attitude object itself.

DMM model adds a link between attitude toward the ad and brand

recognitions. It acknowledges the possibility that the central route to persuasion

could be influenced by a peripheral cue. Thus, this model demonstrates theinterrelationship between the central and peripheral process.

STRATEGY HAIR COLOUR MICRO WAVE

OVEN

TALCUM

POWDER


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CHANGE IN

ATTITUDE

THROUGH

PERIPHERAL CUES

INADVERTISEMENT(

ELM MODEL AND

DMM MODEL )

CUE-Showing

characters in the ad

having bright black

or brown color in

hair-ATTITUDE CHANGE-

Creating perception

they can also get

bright colors

CUE-Micro wave

ovens used by

bachelors

ATTITUDE CHANGE-

It shows that it iseasy to use, so even

bachelor will need

one.

CUE-Ads showing

grandma without

teeth brushing

lightly through

talcum powderATTITUDE CHANGE-

It is must to brush

with our talcum

powder to save

gums.

RELATING THE

PRODUCT TO AN

INVOLVING ISSUE

Linking the girl not

getting match for

her due to white

hairs.

With using our oven

, electric bills

coming

less(electricity feeraise is an revolving

issue)

Showing even

children will loose

teeth if not used

Talcum powder

RELATING THE

PRODUCT TO A

CURRENT

PERSONAL

SITUATION

Advertising showing

due to white hairs

how peoples are

getting

embarrassed in

different situations.

Showing oven

helping the

housewives to save

time to watch

serials.

Showing a girl

getting shinning

teeth after using

the talcum powder.

HIGH

INVOLVEMENT

ADVERTISEMENTS

Making the

advertisements as

high involvement

example:

endorsement from

celebrities.

Showing dramatic

events in the

promotion

Using Humor in the

promotion.

CHANGE IN

PRODUCT BENEFITS

Showing new

benefits like with

colour it will alsogives shinning to

the hair.

With cooking its

possible to have

auto shut down

Not only for

brushing also in

rinse mouth afterreconstituting with

water.


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CHANGE OR

REVEALING NEW

PRODUCT

CHARACTERISTICS

Revealing if hair

color is applied, it

will also cure HAIR

FALL.

Revealing with

cooking its possible

to freeze products

in addition.

It will reduce the

distance between

teeth if brushed

regularly.

Q3. Using examples of five brands explain purchase behavior of Achievers,

Believers, Makers, Strivers, and Innovators (VALs segmentation)

ACHEIVERS:

BRAND PURCHASING BEHAVIOUR BRAND EXPLAINING THE

BEHAVIOUR

Achievers are always

active and consistent in

market place

APPLE IPHONE They will have a hectic life

so Achievers try to save

time with variety of time

saving devices.

I phone is time saving

devices through easy

connectivity of Internet

They will buy established,

prestige products and

services that demonstrate

success to their peers.

I phone gives prestige to

the owner in front of the

peers.

BELIEVERS:

BRAND PURCHASING

BEHAVIOUR

BRAND EXPLAINING THE

BEHAVIOUR

Believers are predictable Tata products are

predictable and trustable

brand

TATA PRODUCTS Using the same products

and established brands

Using the same Tata

product throughout the

life.

Achievers will favor U.S.

products and are

generally loyal customers


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MAKERS:

BRAND PURCHASING

BEHAVIOUR


BEHAVIOUR

Functional products Water resistance

attribute of the watch

TITAN WATCH( FAST

TRACK)

They prefer value to

luxury but basic products

Titan products offer value

over luxury

They are unimpressed by

material possessions

other than those with a

practical or functional

purpose

STRIVERS:

BRAND PURCHASING

BEHAVIOUR


BEHAVIOUR

Tanshiq jewelry They are impulsive buyers

as their financial

circumstance will allow

Women buying jewelry

because of impulse

buying

Active consumers

because shopping is both

a social activity and anopportunity to

demonstrate to peers

their ability to buy

INNOVATORS

Image is important for

them,

Audi gives image for the

innovator.

AUDI S 8 Innovators are among the

established and emerging

leaders in business and

government, yet they

continue to seek

challenges

Their lives are

characterized by variety.


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