Hugo Just Different †Consumer Behaviour and Profile the Market Essay Sample free essay sample

In order for a company to understand how they can carry consumers to purchase their merchandise or service. they must foremost understand the consumers’ personality. This is achieved by carry oning consumer research. which is necessary for the company to be able to understand. determine and eventually place ingestion forms and penchants. This serves as particular importance because consumers purchase merchandises to which they can place with. For illustration. when buying a interior decorator aroma such as Hugo Just Different. work forces tend to take one which is personified by the adult male they consider themselves to be. or by a adult male they strive to be. Therefore. the undertaking at manus is to place the traits and personality of these consumers. and make a similar â€Å"personality† for the merchandise. By successfully transporting out this undertaking. a merchandise will be created that the consumers can place with. As stated above. consumers tend to buy a merchandise they identify with. That being said. this will actuate the consumer to buy their trade name label over another. In order to make this successfully. one needs to inquire: what makes up personality? Each individual is made up of different familial traits. but apart from this. personality is mostly influenced by societal environment. the latter perchance being the stronger factor of the two. Consumers are good cognizant of their societal ego along with their ideal societal ego. Everyone strives to refer to a peculiar societal group. For illustration. one may desire to belong to a group of attractive. educated and successful immature work forces. On top of this. possibly a certain person within this societal group strives to go the leader. Hugo Just Different was given a personality. which possesses all these traits. making out to those who relate to it and hence motivates these sorts of persons to buy Hugo Just Different over any other high-end aroma. Giving Hugo Just Different a strong trade name personality strengthens the trade name every bit good as the entreaty targeted to the consumer. Our trade name personality is associated with exhilaration. affecting constructs such as make bolding. spirited. inventive and up-to-date. When supervising consumer behavior. personality traits play a major function in understanding the motivations of peculiar markets. In the instance of Hugo Just Different. a run which reaches out to attractive. educated and successful immature work forces is cardinal to the brand’s success. Research on single and societal influence is compulsory when measuring merchandise suitableness for mark audience with the ultimate end of running a successful and effectual run. The message we get from the full run is â€Å"Dare to be different† . This is the run motto. which meets one of the two human basic needs harmonizing to Eric Fromm: the demand to be alone. different. In add-on. Jung’s personality types and information processing categorise our mark audience among the Intuition/Feeling ( NF ) section. These persons are the pioneers. with really high OSL degrees ( or SSS mark ) . They are audacious. non dogmatic. inner directed and hazard takers. Once more. we can see these traits reflected in the run. Another relevant facet about this peculiar section to take into history is the fact that they are extremely advanced and attracted to alter and freshness. most monetary value insensitive and their determination is strongly influenced by subjective orientation instead than external objectiveness. This is particularly interesting due to the fact that they are more receptive to our selling and advertisement attempts and therefore we can be more influenced in the purchasing determination procedure. Ad portfolio Below are three ads. which communicate efficaciously their trade name personality. positioning themselves to appeal different market sections. Levi’s Levi’s trade name personality transmits rebellion. sensualness and being cool. AxAxe entreaties to seduction. maleness. individualism and unconventionality. MarlboroThis ad expresses maleness. freedom and escapade. Part B Social category along with trade name personality plays a cardinal function in the purchasing procedure. This is because consumers need a mention group to be identified with in order to convert themselves that the merchandise they are sing purchasing is the most suited for them. As societal category is besides a signifier of cleavage. it is indispensable to see standard such as income. instruction. lifestyle and position when pass oning with the mark audience. Hugo Just Different is for immature. degree-holding. urban male grownups between 20 and 40. successful in their professional callings and with an active and ambitious life style. All these factors define and separate a societal category from another and do the mark audience be involved as portion of a mention group. Identifying a mention group helps us understand what members value and what they do. Sing Hugo Just Different. our mark audience values exclusivity and singularity. this being reflected by the activities they participate in and the functions they play. by normally being the group leaders. Income degrees determine what our market section can pull off to pay for. Hugo Just Different Eau de Toilette Spray 150ml costs $ 90. an low-cost monetary value for immature male professionals. but at the same clip is non excessively low due to its â€Å"uniqueness† . Class besides involves our mark audience media wonts. which is cardinal to take the right channel for the merchandise publicity. Traditionally. for the higher category. print media was used more and for the lower category. Television and other signifiers of non-print media were used more. However. there is a recent tendency in immature grownups. who read newspapers less and less and are heavy Internet consumers alternatively. This has been appreciable in Hugo Just Different foremost Youtube advertisement run. Geodemographics is besides an of import facet of category and classifies our mark audience depending on where they live. Our aroma merely focuses on urban users. those with fast paced life styles. Harmonizing to Roy Morgan. VALS sections place Hugo Just Different mark audience as a consequence of shared values and life styles. From VALS 1 Maslow’s Hierarchy perpendicular dimension. Hugo Just Different consumers are classified as Inner directed. those whose consumer behavior is largely directed by interior values. They are in the â€Å"I am me† section. which is characterised by immature members that like to experiment every bit good as be unprompted and individualistic. VALS 2 Self-Orientation classifies this mark audience as action-orientated. specifically as experiencers ( 12 % of the population ) and being a high-resource group. Lifestyle features of persons among this section are illustrated by the fact that they like to seek new things and are far-out and hazardous. They besides like exercising. socialization. athleticss and out-of-doorss. They are concerned about image and are unconforming. but admire wealth. power and celebrity and are politically apathetic. Sing their psychological features. they are extraverted. unconventional. active. hotheaded. energetic. enthusiastic and unprompted. With regard with their consumer features. they follow manner and crazes. spend much of disposable income on socialization. purchase on unprompted. go to to advertisement and listen to sway music. Hugo Just Different personifies all these features with Jared Leto’s indorsement in order to aim and place its merchandise among this section. Furthermore. utilizing a famous person in the advertisement run is an identificational mention group influence on consumer’s purchase. mentioning to this group as counsel to their ain self-concept. values and life style. Consumers might non recognize in a study that they purchase a aroma because of the visual aspect of a famous person in a commercial but they really do it because they feel identified with them or because they want to be like them. In decision. when pass oning with the mark audience it is cardinal to cognize what societal category they belong to. This along with mention groups and trade name personality is cardinal to act upon chances in the purchasing procedure. Part C Hugo Just Different mark audience is classified in the Generation Y section ( born between 1979 and 1994 ) . This section is described as matter-of-fact and savy. socially and environmentally cognizant. grown up with Internet and media impregnation. arising against earlier generations’ consumerism and with a penchant for ads that entertain instead than carry. Their Media wonts. particularly between 18 and 24 twelvemonth olds. â€Å"are considered to be fragmented and less predictable than those of old generations† ( beginning: based on â€Å"I’m 18 today. footloose and fancy free† . Ad News. May 2006 ) . Their chief feature is that they are heavy Internet users. utilizing multiple online services. including media. amusement and adjustment. Hugo Just different understands this market section media wonts and sets the first Youtube run in order to acquire persons among this section involved with the merchandise. It is besides singular that immature grownups read newspapers less and less and they are more likely to read the weekend documents for their particular subdivisions instead than midweek editions. A popular and effectual manner of pass oning with this group is through advertisement during unrecorded concerts. athleticss and films events. They besides listen and download music from wireless Stationss. being NOVA FM their front-runner. This group. peculiarly immature grownups between 18 and 25. are described as autonomic consumers. They are financially independent from their household. being what is called â€Å"single unmarried† . This means they can do comparatively of import purchase determinations without holding to confer with to their hubby or married woman. Another property of immature grownups is the fact they have a higher demand for alteration and excitement compared to those more senior. Younger persons besides tend to be more unfastened to alter and are more likely to accept new merchandises and experiment with alternate trade names. At this phase. immature grownups begin to stabalise their attitudes. their values and personal individuality. Their disposable income is high and is accompanied by a gustatory sensation for experimentation and exhilaration seeking. Because of all these factors. they are an of import mark market for Hugo Just Different aroma. To sum up. it is non merely of import to understand and aim the right audience but besides to acquire the right media channels. If our advertisement run is in alliance with their values. attitudes. life styles and media wonts we are traveling to increase our opportunities to sell our merchandise.