• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Select an organisation and describe the marketing strategy of one of its consumer products. Explain how the strategy might have been derived from an understanding of consumer behaviour.

Extracts from this document...

Introduction

Select an organisation and describe the marketing strategy of one of its consumer products. Explain how the strategy might have been derived from an understanding of consumer behaviour. In order for a new brand to establish itself in its market and for its products to sell successfully, thus achieving company goals and shareholder profitability, a number of key principles concerning consumer behaviour have to be fully grasped and addressed. As well as producing a range of new, exciting and quality garments, the firm will need to ensure that its products are cleverly and thoughtfully marketed to the appropriate consumer groups. In this report I will look at the marketing strategy employed by Levis on their new 'Anti-Fit' style jeans, and at the importance of consumer behaviour in deriving this strategy. I will also look at the importance of a clear and up to date comprehension of the factors that affect consumer behaviour, paying particular attention to the key role that perception will play in forming consumer's attitudes towards the new range of designer jeans. I will continue on to show how favourable perceptions about Levis brand identity will have a positive effect in raising consumer motivation to purchase a product from their range. ...read more.

Middle

This is particularly evident in a highly branded stylised market such as the jeans market. Therefore pursuing the correct marketing campaign is essential to appeal to the target audience, in an already highly differentiated market. When shopping for designer jeans consumers are more likely to consider purchasing a brand product from his or her awareness set than from a company who's brand image he or she has not been exposed to. Brand awareness is an obvious precondition to purchase. (Jobber 2004) The purchase of a pair of designer jeans may be considered neither a high involvement nor low involvement purchase, where involvement may be thought of as ..."the degree of perceived relevance and personal importance accompanying brand choice"... (Blackwell, Miniard and Engel 2001: quoted in Jobber 2004). The following model is an amalgamation of Fisbein and Ajzen's model for high involvement purchases and Enrenberg and Goodhart's model for low involvement situation. The influences at work when shopping for designer jeans. The purchase of a pair of designer jeans is seldom undertaken with the same abandon and low risk as, for example, the purchase of a pair of socks. ...read more.

Conclusion

90% of stimuli are received through sight, therefore when marketing a new range of designer jeans visual stimuli are a key method of attracting potential consumers. Potential customers within such a competitive market have a number of factors influencing their purchasing behaviour. Consumer buying is motivated by something more than awareness; it depends on the consumer's needs and drives, tastes and aspirations, attitudes, personality and social environment. Products are not only purchased for their functional values but also, for the social and psychological meanings they convey. The purchase of a pair of jeans is linked, to what extent is dependent on the individual, to the formulation and shaping of a consumers self-image. Purchasing a pair of jeans will to some degree shape a person's self-image and the way others may perceive them. As marketers, a company must align the consumer's self-perception and the image they intend to project to others, with the attributes and values they perceive to be attached to the company and its associated products. Grubb and Grothwohl (1967) suggest image research within marketing seeks to ..."link the psychological construct of an individual's self-concept with the symbolic value of the goods purchased"... (p 23). A consumer will purchase goods that they believe will either enhance their self-image, or those which help the consumer to feel closer to their self image. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Produce a marketing strategy for a product or service with a clear understanding of ...

    goods to the customers, as well as how to promote them. Coca-Cola need to understand customer needs to be able to sell their product. They must undertake market research to find out what their customers want so they can produce to their needs.

  2. Boots: Functional Areas.

    Department wants to find out a certain record then the Admin and ICT would look that up and tell them. Another reason why they might be involved with each other is when the Admin and ICT department need funding for computers, cleaners, security, maintaining the site, health and safety, communications, record keeping.

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    reach in terms of the campaign's target audience (see apendice 1): ITV and Sky Sport. Although BBC 1 and BBC 2 have a big share of the total viewing, they can not be considered for the Guinness adverting campaign because commercial advertising on these channels is not acceptable.

  2. Free essay

    Marketing Strategy for Errol Anderson Motors - Chapter 1: The Different Types of Marketing ...

    Advantages * Cheap for Errol * Radio listeners are usually car owners which is what Errol needs to aim media at * Only seen by people in London on FM radio (Harrow is in London) * Good impression to listener which meets the aim of a good image of the business.

  1. Viral Marketing

    is an urban phenomenon; the larger part of the download figures came from the smaller towns. This advergame helped take Jurm to the remotest nooks and corners of India and gather the required publicity before the release. Upbeat about the potential of the Mobile advergame to promote the movie, the

  2. Media Marketing Plan

    The recommended age range will be from fifteen years, with the social class being mainly ABC1. This will ensure younger people will be able to read stories with the same impact they have upon the older generation, with a fine balance drawn between the divide of social class, gender and age.

  1. Marketing Media and Audience Feedback

    This theory is reflective of the fact that the newspaper is distributed locally, regionally as well as nationally. It could also prove to be beneficial for The Sun to have agreements with other companies dealing with the same target market, where it could pay for newspaper stalls to be placed in large central venues.

  2. MARKETING STRATEGIES

    Another problem is that the interviewee may be subject to bias as the interviewer may misinterpret the responses given. Newspaper I could have placed the questionnaire on a newspaper or a sports magazine where a person who completes and sends the questionnaire back will receive a �5 voucher at our store, when it becomes opened.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work