Professional Documents
Culture Documents
Family: Its Significance in Consumer Behaviour
Family: Its Significance in Consumer Behaviour
Family: its
its significance
significance in
in
Consumer
Consumer Behaviour
Behaviour
Based on the text by
Prof.Loudon and Prof.Della Bitta
Lecture by
S.Victor Anandkumar
University of Mauritius
Home work questions
(Reference Groups)
Diet Hot Chocolate
Q1
Target segment – young adults and middle-aged – definitely not kids
Who says an Olympic gymnast shouldn’t drink hot chocolate?’
(Celebrity endorsement featuring a woman gymnast)
‘He always loved Chocolates, but diabetes changed all that. But now I
changed it. I give him XXXX diet hot chocolate’
‘You always wanted a chocolate drink, but were afraid of those
calories. Here’s XXXX to fulfill your desire and nullify your fear’ (say,
as a print ad in a magazine who readership profile matches your
target)
‘Before the screen and Behind the screen’ – slim girls and trim guys –
after a fashion show
Q2
Identify other ‘likeable’ product categories (say, chocolates or colas)
that also have this ingredient – and ask, ‘Well, do you still believe?’.
Another headline, ‘Do people ever gift cancer to their children?’ (based
on Hallmark’s line – ‘if you care to send the best’)
Get a third-party evaluation done and present the results (provided, it’s
in your favour)
Stimulate trials (samplers or as an offer)
Who says so? Who doesn’t say so? You decide.
Clarifications
• Influencers
• Gatekeepers
• Deciders
• Buyers
• Preparers
• Users
• Maintainers
• Disposers
Roles That Household
Members Play