CAROLYN ONG CHARLIE TAN JOHNSON YU TU BUI UDAY JOSHI

UYER BEHAVIOUR FOR MARKETING COMMUNICATION

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OUTLINE

● Product Category Involvement

● Target Market and Personality

● Consumers’ Attitude Towards Brand and Advertisement

● New Communication Campaign

PRODUCT CATEGORY INVOLVEMENT

● Low Involvement ● Inertia

Source: Batra (2009)

TARGET MARKET

● Males aged between 18-34

● Social grade of B, C1, C2

● Living in crowded area

● Habit-driven purchasing

● Perception about flavour, quality

Source: Mintel (2015)

CONSUMER ANALYSIS

PERSONALITY

Eysenck’s P-E-N model

Psychoticism Impulse control

Extraversion Extrovert, outgoing, sociable

Neuroticism “Living for the moment”

Source: Borreli, L. (2014); Fox News Magazine (2012); Bulik (2009)

CURRENT ADVERT

Learning ProcessMessage involvement

Classical ConditioningConditioned Stimulus (Beer & Burger)Unconditioned Stimulus (Music)CS + US = Desire

Source: Rescorla, 1988

CONSUMERS’ ATTITUDE - ADVERT

● Experiential Hierarchy➔ Affect-Behaviour-Cognition➔ Feel-Think-Do

Source: Solomon et al. (2014)

CONSUMERS’ ATTITUDE - BRAND

● Consumer Attitude Inconsistency➔ Advertisement vs Brand ● Memory Interference➔ other UK brands > Budweiser

Source: Ramsoy and Skov (2014)

Low attitude scoring on brand

NEW COMMUNICATION CAMPAIGN

BUD AND BURGER● Collaboration

- one month campaign

● In store beer booth - direct engagement

Why Honest Burgers?Similar target market

Location

NEW COMMUNICATION CAMPAIGN

OPERANT CONDITIONING POSITIVE REINFORCEMENT

Purchase burger in store and receive complimentary Budweiser

E-voucher distribution for a discount next visit

Repurchase product at a full price - Brand Loyalty

Source: Solomon et al. (2014)

NEW COMMUNICATION CAMPAIGN

MEMORY RETRIEVAL

● Memory cue - Retrieval Environment

● Honest Burger - Advertisement● Similar setting, ambience● Long Term Episodic Memory

Source: Burke & Srull (1988)

NEW COMMUNICATION CAMPAIGN

Concept

BIBLIOGRAPHYBatra, R. Myers, J. and Aaker, D. (2009). Advertising Management. India: Pearson Education.

Borreli, L. (2014). Effects of Alcohol: Binge drinking leads to higher social status for men and women among their peers. Medical Daily. Available from http://www.medicaldaily.com/effects-alcohol-binge-drinking-leads-higher-social- status-men-and-women-among-their-peers-293624 [Accessed 6 November 2015].

Bulik. S. B. (2009). What your taste in beer says about you. Advertising Age. Available from http://adage.com/article/news/psychographics-taste-beer/140106/ [Accessed 6 November 2015].

Budweiser UK. (2015). Budweiser UK: Advert, Bud and Burgers 2015. Available from https://www.youtube.com/watch?v=g0dd6kueGHI [Accessed 15 November 2015]Burke, R. R., Srull, T. K. (1988) Competitive Interference and Consumer Memory for Advertising. Journal of Consumer Research. 15 (1), 55-68.

BIBLIOGRAPHY

FOX News Magazine. (2012). What a man’s choice in beer reveals about this personality. Fox News. Available from http://magazine.foxnews.com/food- wellness/what-man%E2%80%99s-choice-beer-reveals-about-his-personality [Accessed 6 November 2015].

Ramsoy, T, Z. and Skov, M. (2014). Brand preference affects the threshold for perceptual awareness. Journal of Consumer Behaviour. 13 (1), 1-8

Rescorla, R.A. (1988). Pavlovian Conditioning: Its not what you think. American Psychologist. 43 (3), 151-160.

Solomon, R. M. Bamossy, J. G. Askegaard, T. S. and Hogg, K. M. (2014) Consumer Behaviour. A European Perspective. 5th ed. England: Pearson.