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CONSUMER BEHAVIOR MINI PROJECT 2

Group B4

Mayukh Bhattacharya 15S626


Saptarshi Chatterjee 15S638
Saurabh Doshi 15S639
Sonam R Singh 15S645
Srikanth Saratchandran 15S646

September 4, 2016

Analysis of Print Advertisements


1. Paper Boat

Parameter

Concept

Involvement
Appropriate for Audience

Message

VALS Category
Background
Attention
Source of the Image

Description as per Ad
Classical conditioning The flavor offered by the particular variety of product
strikes an instant and nostalgic connection with the consumer. It aims at bringing
back the memories of childhood and beautifully depicts motherly care and
warmth of home. In the age of fast-food and children living outside homes for
various reasons, the ad acts as a reminiscence. The theory that can be related to
the situation is the Perceived Trustworthiness which the brand trying to
reinforce to its customers.
Paper boat faces stiff competition from both carbonated and non-carbonated
drinks, hence consumers can choose from a plethora of products which have
significant difference. This makes Paper boat a low involvement product.
The ad is targeted to all age groups as the group can range from a kid who studies
in a boarding school to an old person who misses traditional food.
It conveys a sense of emotional attachment to the brand through a nostalgia
that is associated with flavors usually experienced at a young age. The ad also
conveys the message of traditional, pure and a healthy drink by associating
with the preparation of mothers.
Target segment belongs to Believers category as they are traditional,
conventional and focus on home, family and community.
The ad is set in a kitchen inside a home, designed to evoke emotions experienced
in childhood. Rich crayon textured colors are used to reinforce the idea of age
of innocence.
It draws the immediate attention of the consumer as it relies on an emotional
connect personal to the consumer.
https://www.entrepreneur.com/article/271207

2. Nicotinell

Parameter

Concept

Involvement

Appropriate for Audience

Message

Description as per Ad
Instrumental conditioning The ad highlights the consequences of smoking and
uses aversive stimulus to demotivate smokers from smoking.
Attitude change strategy- The ad depicts the harmful effects of smoking and
aims to change the attitude of smokers. Fear Appeal has been used to
strengthen the argument against smoking.
Consumers may exhibit High Involvement in order to reduce their dissonance
the first time they purchase this product as there will be few differences
between similar brands. But once the consumer chooses a brand, they are likely
to show Low Involvement as it gradually converts to a habitual buying behavior
till the point the consumer is satisfied with the brand.
Primary People who smoke
Secondary People who are in direct association with people who smoke in the
form of friends or family.
It conveys that ill effects of smoking through the information that smoking
causes premature aging. Aging is viewed negatively by the population especially
women as they are more self-conscious about their appeal. It also conveys the

VALS Category

Background

Attention
Source of the Image

3. Honda Brio

message that there are non-harmful alternatives to smoking like the nicotine
patches produced by Nicotinell.
Target segment belongs to Thinkers as they are open to new ideas and are
practical customers who look for functionality.
The ad is set in a situation where a lady is celebrating her 42nd birthday but she
looks much older than her age as a side effect of continuous smoking. Hence, it
is meant to impact in a way that makes the consumer realize that their Esteem
needs are not being fulfilled because of smoking.
It draws the immediate attention of the consumer as it relies on a very visible
side effect of smoking and also other harmful things associated to smoking.
http://adsoftheworld.com/media/print/nicotinell_42

Parameter

Concept

Involvement
Appropriate for Audience

Message

VALS Category

Background

Attention
Source of the Image

Description as per Ad
Cognitive Learning Consumers need to process a lot of information and data
before going ahead with a high value decision like buying a car. Also, deciding to
buy a car represents the presence of a recognized but an unfulfilled need for
which the marketer needs to provide the consumer with tangible as well as
intangible benefits of the product.
It is a high involvement product and consumers exhibit complex buying
behavior.
Middle and Upper middle class families, in the moderate to high income group,
price-sensitive, looking for best value for their money in the form of desirable
features within affordable price range.
It conveys Honda Brio is an affordable car that is currently available with a lot of
other benefits. The lively and fun-to-drive image portrayed also reinforces
consumer belief that Brio is a good and value for money product. It also has
information required by customers for decision making.
Target segment belongs to Strivers category as they are have moderate resource
and are trendy and try to emulate the purchase of people with greater material
wealth.
The ad is set away from the city, signifying that it is a fun-to-drive car that
perfectly fits into the affordable small car segment. The bright colors and trendy
design is meant to attract the youth and young families who feel the need to buy
a car.
It draws the attention of the consumer by using bright colors, trendy design,
attractive pricing, time-bound offers and a host of information about the
product and related services.
http://3.bp.blogspot.com/ZyTACbjEi24/UkqPMknfrCI/AAAAAAAAAB8/jyRUL3nKjRc/s1600/Delhi-354.png

4. Rolex

Parameter

Concept

Description as per Ad
Self-Image Consumers are presented with the Ideal and/or actual social selfimage and Extended self-concept where the user of the watch would resonate
with the exclusiveness of the product. Also, using a personality like Roger
Federer for the ad highlights the common and identifiable characteristics of
the product, namely sophistication, ground-breaking features, exclusivity,
greatness, etc.
Acquired Needs The ad aims to target the acquired needs of the consumers
like self-esteem and prestige

Involvement

Appropriate for Audience

Message

VALS Category

Background
Attention
Source of the Image

High Involvement Multiple varieties of premium and expensive watches


available, and there is significant differences in style and technology between
competing brands and their products.
High income group individuals, interested in luxury, representativeness of the
product over its functionality and persons who have the need for recognition
and power.
Roger Federer is chosen to present the luxury watches as he is regarded as the
greatest tennis player of all time and is the standard to whom we call
successful people. The motives of buying a Rolex watch may be this watch
has excellent quality or rich people should wear Rolex watch or I am as
successful as Federer.
Target segment belongs to Innovators category as they are motivated by
achievement, self-expression and self-esteem. They are successful,
sophisticated, have exquisite taste and buy niche products.
The color black gives an impression of elegance, sophistication and
confidence, hence compliments the message of the ad. The message conveyed
is to live for greatness above and beyond the profession.
It attracts highly successful customers who resonate themselves with
greatness.
http://www.jwcodling.com/

5. Porsche

Parameter

Concept

Involvement
Appropriate for Audience

Message

VALS Category

Description as per Ad
Persuasive Advertising Appeal Using a Comparative Advertising Strategy,
Porsche claims brand superiority over its rivals by providing a subtle hint that
when it comes to perfection, Porsche comes closest as compared to all others.
Positive Reinforcement - By making the customer think about possessing the
award winning car it directly satisfies the ego and emotions. By mentioning this
fact, it is more likely that the ad will be stored in long term memory.
It is a highly priced product and is associated with ones ego/emotions hence
it is a product with high involvement.
High income group individuals, interested in performance and perfection,
having the need for power and the feeling of being associated with the best.
Though the message reads as Nobodys Perfect, the intention is to show that
Porsche comes closest to perfection when pitched against all its rivals. Having
the LeMans standings as a backdrop, it reinforces the idea that Porsche ranks
best when it comes to endurance, performance and reliability.
Target segment belongs to Innovators/Thinkers category as they are not only
motivated by achievement and self-esteem, they will also look for
functionality, durability and value in product.

Background
Attention
Source of the Image

The black and white color combination gives an impression of sophistication


and confidence, and also helps convey a fact without any frills.
It attracts rich and successful customers who are inclined towards perfection.
http://www.autoevolution.com/news/these-are-the-best-porsche-print-adsever-photo-gallery-81098.html

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