The Role of Consumer Behavior

8/3/2019 The Role of Consumer Behavior

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The Role of Consumer

Behavior

Branding-Advertising


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WHAT IS A BRAND?

WHAT IS BRANDING?


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BRANDBRAND


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Purpose of Branding

Brand

Communicate

Elaborate Demonstrate

Consumer

Awareness

Recognition

Loyalty


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Communicate

Product

Features

Benefits

Message

Rational

Emotional

Consumer

Involvement Levels

Rossiter Percy Grid

What kind of buyer Information gatherer

Influencer

Purchaser

Decision Maker

User

Brand objective

Awareness


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Detergent Snack food

Insurance Automobiles

Positive Motivation Negative Motivation

Types of Motivation

TypesofDec

ision

HighInvolvement

Low

Involvement

Brand Loya l s

Brand Sw i t cher s

Tran

sformational

Informational


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Elaborate

Address obstacles to

purchase

Lack of performance

Lack of apparent need

Lack of awareness

Lack of differentiation

Reason to believe

Call to action

Consumer

Value Gathering

Cultural patterns

Perception

Group comm.

Brand Objective

Recognition


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Demonstrate

Communication

Slice of Life

Aspirational

Inspirational

Consumer

Selective retention

Selective comprehension

Selective perception

Reason for purchase

Expected results

Stimulus response

Brand objective

Loyalty


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Brand Loyalty

Breaking the Consumer Code


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Define

Consumer's conscious or unconscious decision,Consumer's conscious or unconscious decision,

expressed through intention or behavior, toexpressed through intention or behavior, to

repurchase a brand continuallyrepurchase a brand continually.


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Why does it occur

Perception that the brand offers the right productPerception that the brand offers the right product

features, image, or level of quality at the rightfeatures, image, or level of quality at the right

priceprice


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Laddering

What do you call any repeated act?

Habit

When habit becomes lifestyle

Behavior

So to create brand loyalty

Break consumer habits

Acquire new habits Reinforce habits

Encourage


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BRAND PILLARS


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The Ideal Brand

Identity Image

The way the brand wants to be seen The way the brand is being seen


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Taking the Brand to the

Consumer Step 1. Structure Identity: Branding

Kapferers Prism

Step 2.Communicate Identity: Advertising

FCB Ulka 3 C method


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BRANDING: THE PRISM

Step 1.


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Kapferers PrismPicture of Sender

Picture of Receiver

PersonalityPhysique

Relationship Culture

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Reflection Self Image


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Deciphering the Prism

Physique is the basis of the brand.

E.G. the physique of Philipsis technology and reliability

while for the brand Tataitistrust

Personality answers the question what happens to thisbrand when it becomes a person?

Culture symbolizes the organization, its country-of-originand the values it stands for.

E.G. traditional brands like balsara, dabur and zandu.


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Deciphering the Prism

Relationship is the agreement between consumer and thebrand.

E.G. the relationship with safolais safety.

Reflection is the consumers perception for what the brandsstands for.

E.G. cokesimagemore attract youth.

Self-imageiswhat theconsumer think ofhimself.

E.G. Benzowner believes he deserves the car because he

has earned the respect and luxury that comes with it.


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Adidas

Picture of Sender

Picture of Receiver

Personality

Traditional,

conservative,

collective

Physique

Sports and

fitness

RelationshipQuality and

heritage

CultureEuropean,

Traditional

Reflection

True sportsmanship,A good team player,

Strong work ethic

Self Image

competing ,rather

than winning

Nike

Picture of Sender

Picture of Receiver

Physique

Sports and

fitness

Personality

Like Jordan,

Woods

RelationshipSponsorship,

ethics

CultureAmerican, Just

do it!

Reflection

Aggressive,

provocation,

in- your face

Self Image

Winning at allcosts


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ADVERTISING:BRANDDYNAMICS: THE 3C

Step. 2


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Brand Essence: 3 C method

Customer

CompetitionClient

Hot SpotHot Spot

Identity

Image

Environment


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SUNFEAST CASE

Milward Brown 2010 Brand dynamics study


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Areas of understanding

Role of biscuits in consumers lives

Brand Understanding

Consumers way of describing competition

Brand and user imagery for competition

Role played by these brands in their lives

The values associated with each brand

Image driving biscuits of each brand

Image driving advertising of each brand


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FINDINGS

Role of biscuits in consumers lives

Brand understanding


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Biscuits on the snack periphery

Seen as a quick, light snack when dont feel like making anything

Besides salted biscuits, not really a substitute to snacks

Most consumers compartmentalize biscuits and snacks in their minds

Not easy to own the mainline snack space


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Motivations for Consumptions

Accompaniment for tea

Quick, hassle-free filling snack

For Tiffin or munching between meals

To supplement the spread for guests

As an indulgence

As a dessert after dinner

only for strongly chocolate flavouredbiscuits

Most important

motivations


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Category Substitutions

Accompaniment for tea

Sweet & Salt, Marie, Salted, Good Day, Khari

biscuits

Quick, hassle-free filling snack

Described as anytime, tasty, filling biscuits

Milk, Cream, Glucose, Good Day, Hide & Seek,

Hide & Seek Milano

To supplement the spread for guests

Good Day, Cream, Hide & Seek,Milano

As an indulgence Cream biscuits and Chocolate biscuits

As a Dessert after dinner

Hide & Seek


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Accompaniment for tea Filling snack Dessert

For Guests


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Brand Association Model

Understanding Competition through

Consumer


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Britannia


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Britannia

Cream

Jingle

Good

Day

Chocolate

Cream

Butter/Cheese

Milk

Bread

Dry fruits

Jim Jam

Brand Associations


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Brand World

Roads nuts se bhari hui hongi. Pakke roads honge

Yahan ke log thode proudy (proud), hi-fi honge, motebhi honge

Upper, middle class thode rich honge

Vahan sab branded cheezen kharidte honge


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Obituary

Britannia ki agar death ho gayi toh hum guest ko

kya khilayenge

mere husband ko bahut bura lagega

adhurapan lagega

Jindagi khali ho jaayegi


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Long term happy and stable

relationship of trust, almost

indispensable

Mature, upper-middle classIndian, not stagnant, quietly

confident, somewhat indulgent

Successful, ambitious,

popular, quality conscious,

buy good brands

Uncompromising on

quality and taste

Buy only from trusted

labels

Essence

Premium, quality eats

Physique Brand Personality


Consumer ReflectionSelf-image

Tinkle of jingle, Good Day,

Cream Treat, dry fruits, good

quality, tasty, wide range

Upper middle class, Middle-aged,

family oriented, plump, respected,

experienced, dependable, versatile,a little Hi-fi

Image Drivers Good Day, Cream Treat


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P

arle


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Parle

Sweet

Cream

Crunchy

Crispy

Choco

Toffees

Glucose

HealthKids

Milk

Kismee

Hide &

Seek

Nuts

Sticky


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Brand World

Parle ki duniya mein log middle-class, sabse ghul

milne waale helpful honge

Active, strong, healthy honge

budget ka khyal rakhte hongen

buildings brown hongi, vahan kheti baadi hoti hogi


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Obituary

Uske bina hum adhure ho gaye hai tension aa jaayega

Sehat ka khayal rakhta tha... Helpful tha

Bahot afsos hoga Bahot purana insaan tha sabke bichme

Parle se mai bahot pyaar karti thi bahot accha insaantha


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Old, familiar, comforting,nurturing and caring, trust

but little fun

Mass Indian culture,slightly conservative,

simple, giving but a bit

boring

Middle class, simple taste,

nurturer, slow to change

Content, not demanding

Nurturer and caregiver

Dependable

Essence

Wholesome affordableeats



Consumer Reflection Self-image

Glucose, genius, yellow red

stripes, baby on the pack, safe

quality, affordable, energy,nostalgia, signature smell

Middle aged, middle class, strong,

traditional, hard working, warm,

respected close relative

Image Drivers Glucose, a bit of Hide & Seek and Monaco


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Sunfeast


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Brand Associations

Sunfeast

Kids

Gifts

Bakery

Shahrukh Khan

Cream

Crazy

Sun

EnergyFresh

Active

Gifts


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Brand World

Shah Rukh ki duniya hogi

Yahan par jagah jagah sab toys honge

Sunfeast ki duniya mein sab happy, jolly , active aur friendlyhonge

Is duniya mein sab bacche hi honge

Yeh Dhamal ki dhuniya hogi,aur koi tension nahi hoga


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Obituary

Bacche usse bahut miss karengen hume

bacchon ko dekhkar zyaada sad hongen

Baccho ko jyaada pyaar karne wala tha


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Indulgent, attention seeking

Interesting acquaintance Modern Indian, fun

& indulgent

Middle to upper class,

Contemporary

Flexible, seeking new

experiences

Smart

Live life well and keep intouch with the changing

times

Live life for the happy

moments

Fun and happybiscuits



Consumer Reflection Self-image

Vibrant colours, quality

ingredients

Shah Rukh Khan, Sunny, Gifts,toys

Fun loving, happy go lucky youth,

highly active, friendly, energetic

Essence

Current


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BrandE

ssence

The 3 Cs Model

The Sunfeast Case


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Brand Essence: 3 C method

Customer

CompetitionClient

Hot SpotHot Spot

Incumbents with product led essenceOld, middle-aged imagery

Very few strong brand properties

Versatile, widely recalled brand property

Need to trim celebrity role

Capabilities of innovation

Reflect multiple, enduring reasons for biscuit consumption

Natural fortification highly valued

Highly inertial to change unless a significantly different

experience

Delightfully different biscuits

enriched with the goodness of

sun energy


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Ad infinitum, Ad

Nauseam.and finally..


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Define your Consumer

Go beyond Demographic details

Understanding consumer Life

Purchasing habits

Leisure habits

Personal habits

Communication influenced by TA

Where you are going to talk to them What can you say to make them listen

How are you going to say it to them

Documents

The Role of Consumer Behavior