MR1500 A1 PDF

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Consumer behavior assignment 1 for MR1500...

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Assignment 1 Consumer Behaviour

Course Name: Consumer Behaviour Course Number: MR1500 Student Name: ************ Student Number: ********** Instructor’s Name: Denise Martin Date: October 9, 2018

1.)

The Segmentation and target market of ad 1 would be;   

women approx. between the ages of 16-50 middle to upper class women This type of body wash is advertised for women and appeals to her through the thoughts of luxury and comfort.

The segmentation and target market for ad 2 would be;   

Men Ages 15 and up Middle to upper class

This ad appeals to men by playing off of the idea that this is the only body wash that the “manliest” of men use, implying that you’re not very manly if you use something else.

2.) Exposure: we have the possibility of noticing the information. Exposure Examples: ad playing during a commercial break, a flyer handed to you on campus, a print ad in a magazine, or a billboard you drive by. Attention: the information has actually been recorded in some way; you notice the information. Interpretation: The perception of a stimulus registered by one of the five senses (deciding what a stimulus means).

Exposure is the process by which the consumer come into contact with the stimulus and has the potential to notice it, in other words a consumer's sensory organs are activated by a stimulus. Marketers must select the correct media (internet, TV, radio, newspaper, etc.) for different target markets (age groups, genders, race, etc.) Exposure comes first. Attention refers to the extent to which the brain’s processing activity is devoted to a particular stimulus. As you know from sitting through both interesting and “less interesting” lectures, this allocation can vary depending on the characteristics of both the stimulus (the lecture itself) and the recipient (you with your mental state at the time). Interpretation refers to the meanings that people assign to sensory stimuli. Just as people differ in terms of the stimuli they perceive, the eventual assignment to of meanings to these stimuli varies as well. For instance; two people can see or hear the same event, but their interpretations of that event could be as different as night and day. What consumers perceive is what affects their actions and what is perceived is not necessarily true (brand image and prior knowledge can affect your perception).

How these three stages of perception impact consumer behaviour would be, they are an important part of sensory marketing where companies pay extra attention to the impact of sensation on our product experiences. This is because our senses help us decide which products appeal to us, and which ones stand out from a host of similar offerings in the marketplace. So, marketers use our sensory system to create a competitive advantage.

3.) a. This ad utilizes cognitive learning because; cognitive learning is a complex mental process of inclusion of all consumer mental activities in resolving the problem of purchasing certain products or services through a complex mental process. The process of consumers forming opinions, attitudes, making decision or reacting either positively or negatively to those product or services will influence whether or not they but the product and that is exactly what this ad does. The ad appeals to us through Scarlet Johansson whom most women view her as a successful, famous and a desirable woman, which could make women believe that if they wear this perfume maybe they can be desirable too. Also; most people recognize the brand Dolce & Gabbana from either tv, magazines, or other forms of advertising mediums and associate it with luxury and quality. All of these things provoke positive feelings that might encourage women to buy the product. b. Subway ads are an example of me experiencing observational learning. Subway advertisements are an example of how ads were created in which a model illustrates the rewards or punishments of a particular behavior i.e. by eating healthy sandwich could result to weight lose and that athletes eat this as well. c. An example of analogical learning would be the Mac vs PC computer. The motivational power of an ad often depends on the analogies and metaphors used. A well-chosen metaphor will vastly improve the strength of an ad and that is what Apple has done. They brought its trendy, creative persona to life by using Justin Long as the cool Mac character meanwhile his counterpart played the analytical, always defeated PC.

4.) a. Low-involvement products are usually inexpensive and pose a low risk to the buyer if he or she makes a mistake by purchasing them. Low-involvement decisions aren’t necessarily products purchased on impulse, although they can be. High-involvement products carry a higher risk to buyers if they fail, are complex, and/or have high price tags. These items are not purchased often but are relevant and usually important to the buyer. b. High-involvement decisions can cause buyers a great deal of anxiety if they are unsure about their purchases or if they had a difficult time deciding between two alternatives. An example of this would be a car....