CASE STUDY 5.

Consumer in Their Social and Cultural Setting Find two different advertisements for deodorants in two magazines that are targeted to different audiences. Content-analyze the written and pictorial aspects of each ad, using any core value discussed in this chapter. How are these values portrayed to the target audience?

REXONA Rexona is a deodorant brand manufactured by Unilever Company. Unilever brand can be found in consumer products in millions of homes across the world. It is trusted name in nutrition, hygiene and personal care by creating products that help people feel good, look good and get more out of life, adding vitality to the lives of consumers. Rexona created in Australia in 1908 by a pharmacist and his wife. Today, Rexona has produced many types of deodorants. Deodorants are produced according to their type of target audience which consisting deodorant for women and deodorant for men. Rexona created Rexona Women in variety types of deodorant. For example, Rexona Women Free Spirit, Oxygen, Passion and more. Each of this deodorant has its own specification needs as well as Free Spirit deodorant, caters for active women such as athletes, youngsters and workingwoman. Throughout its history, Rexona has developed good quality for its brand and became one of the largest deodorant s brands in the world. Deodorants are one of consumer s need these days which purchasing and must have deodorants has became a culture to the world s society as their personal care product.

Rexona Women Free Spirit deodorant Ad s Analysis The ad shows a woman uses Rexona Women Free Spirit deodorant. The picture of a woman in a towel in this ad shows that this woman had her bath and then used Rexona Free Spirit. USE REXONA WOMEN AFTER EVERY BATH. NOTHING KEEPS YOU DRIER EVERYDAY had written on the ad which to tell and explain to audience that by using Rexona Women Free Spirit deodorant, all women will feel secure about their body scent, especially for underarm case. These days, women are known that they are very active in doing daily routine activities such as studying, working, participating in sports and more. Today s women arent same as women on ten years back. They are more sophisticated and independent in life. Working women is a culture in this era. We can see women go to work by bus, trains, driving by themselves. Due this scenario, Rexona had produces many types of deodorant for women. Free Spirit deodorant as well, it focuses on women in order to convince them that women still can be active without bothering problems such as the odor that might appear because of sweating and underarm might be wet. This product focuses active women as target audience. From this ad, we can analyze that social does influence in consumer s behaviour. Everyone can buy Rexona Free Spirit deodorant. Besides, Rexona makes women believes that they can be active in sports, no matter rich or poor the women are. Model in the ad portrayed women look good and cleanby using Rexona Women Free Spirit deodorant. Hence, it will influence readers consist of working women to purchase the product. In other cases, health is important in our lives as we informed earlier. Thru the ad, Rexona shows that consumer behaviour in purchasing products is strongly influenced by cultural. Why culture is one of the reason in consumer s behaviour?

Lets see our environment, technically, we as a human being are been taught to be hygiene in order to be healthy. From our grandparents, ancestors and old people, they always inform and educate young people, we, as well, to take care of ourselves. Being hygiene, have a good look and well being are the signs to the healthiness. Applying this value, Rexona produces deodorant for women such as in the ad, Free Spirit deodorant to be as one of human s need- a product for personal care. Free Spirit deodorant purpose is to used by women who active in sports or any other active activities, which they understand women s needs-healthiness and beauty. Therefore, Rexona Free Spirit deodorant targeting women as their consumer and produce useful and beneficial deodorant to complete consumers needs such as be healthy and hygiene. Hence, from the ad, cultural does influence in consumer s behaviour.

Rexona Men Adventure deodorant Ad s Analysis In this ad, we can see there s a man shows his satisfaction and happiness with the green scenery and the bike portrayed at the back which shows the adventurous activity was being carried out. Hypothesis that I made from the ad is the man happy and satisfied with his mountain climbing activity. Written on the ad, 24 HOUR DRY-FEEL ON THE GO, REXONA MEN ADVENTURE-the antiperspirant for extreme adventure - it means that men will feel dry for 24 hours although having/do adventure activities. Rexona Men Adventure is a deodorant product for men who loves adventurous activiti es likewise as in this ad, mountain bike climbing. Rexona explained that adrenaline is the factor of sweating., therefore Rexona Men Adventure is designed to respond to increases in adrenaline, releasing extra bursts of fragrance when sweating. We know that adventure activities such as mountain climbing, skydiving and other extremes, are very tiring and for sure, will wrote a lot of sweat and appear an odor from the body that was heated. Due this, Rexona understands their consumer s needs. Rexona produces Rexona Men Adventure in order to fulfill consumer s needs and satisfactions. Problems that Rexona studied about their target audience of Adventure s deodorant product are quite similar with women s problems. Underarm sweating and releasing extra burst smells are the huge problems that had become a strong reason why Rexona Men- Adventure deodorant are produced. Due this, the deodorant is targeting men who participates extreme and adventurous activities as their audience which Rexona understands that their social life influenced in consumer needs, hence to purchase good quality product. Rexona has the idea which men and adventure cant be separated. Thus, Rexona implent their social life in producing deodorant Adventure to be apart if the consumer s needs. For sure men as well want a product that suits with their daily routine. From this ad, consumers behaviour are influenced by their social life. Apart from this, similar to women s ad, healthiness and well being are the core values that been potrayed in this ad.Besides, we can figure out that bike

mountain climbing is a healthy activity. Healthy is a culture where we know from previous generations that being healthy is a necessary in our lives. Rexona for Men Adventure deodorant approaches men as target audience purposely to acknowledge the importance of cleanliness and create an awareness about being hygiene for self. Analyze from this ad, healthiness is a the culture value that been potrayed. By arising the belief of Adventure deodorant is the protection for men s healthy, it become a crucial in consumer s behaviour to purchase the deodorant and because of that, adventure men will purchase this deodorant, use it daily, then finally become part of consumer s needs.

CONCLUSION From both ads, we know that social and cultural are the crucial part in consumer behavior. They buy products that will fulfill their needs and satisfaction. The marketers and advertisers always analyze and studied consumer behavior such as the needs, desires, and satisfaction. The core values are important to be illustrated as to attract their target audience in making purchasing decision. In conclusion, social and cultural does effect on consumer behavior and plays a big role towards consumer to choose and purchase right product that suits with their needs and satisfaction.

Consumer behavior can be defined as a process through which buyers make decision. It is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It is also an attempt to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers

There are two interpersonal determinants that influence on consumer behavior.