Free Samples
MKT 311 Consumer Behavior
.cms-body-content table{width:100%!important;} #subhidecontent{ position: relative;
overflow-x: auto;
width: 100%;}
MKT 311 Consumer Behavior
0 Download9 Pages / 2,249 Words
Course Code: MKT311
University: California State University
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: United States
Questions:
1. How does the ad campaign affect consumers’ attitude formations/change and memory? Which theory did you apply when trying to persuade consumers (affective, motivational, cognitive etc)?
2. How does the ad campaign affect consumers’ decision-making process (problem recognition, information search, actual decision making and post decision satisfaction; choose one)?
3. Are there ethical considerations in your advertising campaign? If yes, how do those considerations affect your promotion campaign?
Answer:
Introduction
Promotion and the branding os one of the essential tool which is generally used for the creation of the unique brnad images and the products that are associated with the brand and in the minds and prefernces of the customers. The adverstisemnet and the promotion helps the clothing brands to provide proper information regarding the products initiating the customer stimulation and the intention of the customers towards buying of the product (Nguyen 2018). The assignment focuses on the brand H&M with a very different oerspectives and concepts in relation To the advertisement and the promotion. Together with the case study of the organization, the process of communication that is applicable to the advertisement and promotion has also been provided. The report illustrates the scenario of an advertising agency and how they win the approval of the board of the directors for the chosen product, apparel or clothes of women. The assignment furthermore highlights the proper application of the theories of consumer behavior and principles which are essential in relation to the promotion and branding of the product of the company.
Background of the company
Fast fashion is one of the phenomenon of escalation in the apprael insutry through out the globe. The thorough development of the fast fashion tends to have immense impact on the clothing industry in verios of the dmain that anges from the the manufacturugm, the supply chain management , the information system and retailing. Founded by Erling Persson in the year 1947, this Swedish multinational clothing retail organization is basically known for some of the fast fashion appreal or clothing of men, women, teenagers and children. The company encourages the promotion of the exclusive collection by fashion designers and initiates in the promotion of the exclusive range of clothes and appreald (Godey et al. 2016). Famous for women apperals and designs, this band has been one of the growing internation clothing brands hd its stires located internationally with the expansion of the market through out the globe.
The compny engages in the promotion and sale of clothing, accessories, costemics, footwear, underwear, jewelleries. Fragrances, watches and other home textiles. The product range varies from inner garments, cosmetics including make ups, skin treatments, hair therapys and body rejuvenating treatments, sports wear and other fashion apperals for women (Solomon et al. 2014). The company offers its brands of apperal through Cheap Monday, Monki, H&M Home and COS. Headquatered in Stickholm in Sweden the company aim towards the promotion of its product of women apperal in the current compatatve market ranges.
Objective –
H&M has lots of objectives while initiating investments in the advertisement campaigns. The objective of the advertisement of the company tipically targets and relates to the stage of the business and the evolution of the product together with the current position of the company in the marketplace. The following assignment targets the advertisement of the women apperals of H&M towards the increase in the share of the market and the increase in the awareness of brand (Wu et al. 2015). The assignment aims to target the advertisement campaign for the introduction of the new product range for the extention of the product in line with the women winter collection dress and apperals in the company.
Some of the marketing issues and opportunities that targets to address to campaign of H&M includes the lack of the brand awareness amog the cosmuer, the non effective current advertisement campaign of the company. The fashion retailer H&M aimes to close some of its stores due to th pooe sales in the last years. With the fall of the reveue , the Swedish retailer still aims to expand its physical presence and move awy from the strategy of rapid expansion. The advertisement campaign of the assignment aims to include adressal for the racially incensitive product image of H&M in the past days. The issue includes the company featuring a black child with a green hoodie with the phrase the coolest monkey in the jungle. This issue has been one of the highest debatable tpic of concern for the company whch furthermore resulted in the dowtur of the sales in the company.
Target Audience
The targeted customers and the audience for the advertisement campaign belong to the teenager group of girls who seek fasion and trendy cloth wears. The advertisement campoagn furthermore aim to target the aidinece belonging to the group of trendy and fasionable customers who generally see shopping at H&M as a trendy social activity that provides pleasure in their daily life (Bradford, Harden and Yen 2018). The segmentaatiion strategy of the company basically approaches to the subdivision of the market or the poplation in various of the segmentation with the same chharecteristics. In case of the stated assignment, the psychographic and demographic segmentation is being used fir the H&M for reaching all the targetd customers for the product range as stated above through out the world. The company tarets many of the culture, religions and lifestyle while initiating the segemetatoin strategy.
The segmentation by the family life – Mainly the college goers and the teenagers female, single entrapreneurs, young women without children
Segementation by class – the strategy of the company is to offer high fashion at a very low price and hence the advertisement campaign aim to taet the working class and the students.
Segentation by the age – The most essential and popular segmentation that the adverstsemnet campaign of H&M aim is the women aging among the range 16 to 38 years either working or belonging from a well to do family structure.
In connection to the influences to the consumer behavior and principles regarding the purchasing, it is to be noted that the company takes a note on the social, cultural , personal and the psychological impact that furthermore results in the personality and the lifestyle of the consumer. The aimed customer group for the advertisement campaign buy their clothes each of the season and follows the trend for being up todate. As pr the maslow’s hoerrachy of the needs, these targetd customers of H&M wouul d fit perfectly in the social stratification of love and belongingness.
The consumer decision maing procedure that the expets to be followed in case of the promotion and the advertising strategy of H&M includes the proves of recognition, researching for additional information, evaluation of the iformation for the purchase decision. This encircles a routine response behavior targeting the consumers to buy low cost services (Oishi 2018). The company H&M aims to focus on these consumers for their habit of purchasing on ongoing sales in overall low price range.
Implementation Plan
The adverstisement campaign will includes the domin of Magazines, Cable TV and Billboards for the effective implementation. The advertisements are expected to be ready within a week for magazines, 14 days for the digital promotion in the channels at the Cable TV and web banners. Furthermore another of the media types or domain that will be one of the most effective in case of the advertisement promotion is the billboards. The frequency of the advertisement campaign will run for the freqyuncy of 2 to 4 weeks in magazines, web banners and billboards and 18 months for Cable TV. The measurement of the results for the effectiveness of the advertisement will be measured by the number of views, number of queries and the ofcourse the rate of shopping both at the online and the offline store of H&M. Some of the other promotional activities that will tie up with the campaign includes the sporsorship of a sporting event targeting 100 mts flat race of women to promote active participation of the women in the current world who can be both fashionable and active at the same time to lead the nation.
Budget –
Media Types
Domain/Category
Frequency
Cost for one
Total Cost
Cable TV
Average Cable Unit
5times
$5,000 per commercial
$25,000
Cable TV
ESPN Sportscenter
4times
$30,000 per commercial
$120,000
Cable TV
MTV
10times
$20,000 per commercial
$200,000
Total Cost
$345,000
Media Types
Domain/Category
Frequency
Cost for one
Total Cost
Billboards
Small City
1 month
$500 per billboard (month)
$500
Billboards
Average City
1 month
$2,000 per billboard (month)
$2,000
Billboards
Large City – Major Spot
2 month
$50,000 per billboard (month)
$100,000
Total Cost
$102,500
Media Types
Domain/Category
Frequency
Cost for one
Total Cost
Newspaper
USA Today Color
5 days
$60,000 per ad (per day)
$300,000
Newspaper
Small City Local Paper
1 day
$4,000 per ad(per day)
$4,000
Newspaper
Large City Local Paper
7 days
$35,000 per ad(per day)
$245,000
Total Cost
$549,000
Media Types
Domain/Category
Frequency
Cost for one
Total Cost
Magazines
Sports
2 days
$75,000 per ad(per day)
$150,000
Magazines
IllustratedTime
5days
$85,000 per ad (per day)
$425,000
Magazines
Rolling Stone
7 days
$65,000 per ad(per day)
$455,000
Magazines
ESPN
2 days
$65,000 per ad(per day)
$130,000
Magazines
Teen People
14days
$45,000 per ad(per day)
$630,000
Magazines
Seventeen
10days
$65,000 per ad(per day)
$650,000
Magazines
Cosmopolitan
10days
$65,000 per ad(per day)
$650,000
Magazines
Average Major Magazine(1)
5days
$50,000 per ad(per day)
$250,000
Magazines
Average Major Magazine(2)
3days
$70,000 per ad(per day)
$210,000
Total Cost
$3,550,000
TOTAL COST OF ADVERTISEMENT CAMPAIGN
$4,546,500
Why will plans be effective –
The targeted customers of H&M generally belong to the group of the trendy and the fashionable oe which give them immense pleasure in their daily life and wants to follow the fashion ternd without the investment of lots of money. The learning process of the comsumer can be affected by the learning experiences of the consumer regarding the targeted product of women aperal which the company aims to launch as the new winter collection. The advertisement campaign as stated in the assignment furthermore aims to address the values, the needs and the goals of the targetd customet. Teeanger girls of the current generation aim to look trendy and follow the fashion of the bolloywood divas as a very affordable price. The goal of the them is to look fashionable socially. The need of the customers include their divergent array of the winter collection ranging from the leather jackets, furry boots, trendy handstiched hanbages and couches, fashoionable stilettos and customeized cut gowns which are on the pop in the recent era (TAKAHASHI, MORIKAWA and OTANI 2017). The advertisement campaign furthermore aims to address the choice, value and the need of te customer after the rigorous research method targeting the mens –end approach to influence the sutomers to choose the product and the brand over any other options. The advertisement campaign of the company tends to affect the attitude of the consumer also. The theory that has been applied whle trying to persuade the comsumer for this advertisement campaign includes the persuation theories in the advertising and the consumer behavior. Introduced in the year 1994, the persuation knowledge model illustrates the way the marketers tactics of persuation of the knowledge tends to affet the response of the consumer.
Furthermore in the context of the decision making procedure of the consumer regarding the purchasing of the product, the process is basically the method including 5 individual stages that demonstrates the recognition of the problem or the need of the product b the cosumer, the research related to the product in the specific brand of the company, the evaluation by the customers regarding the other alternative competitive brand of H&M like Zara, GAP ane more (Ohlsson and Riihimäki 2015). Next is the purchasing procedure fllowed by the post purchase satisfaction by the customer. The advertisement campaign furthermore address all the ethical considerations taking care of the racial and religious boundaries for cartian countries and communities in the world. Two of the factors that the advertsemnt affects are the ad to the children and the emotional tactics of promotion of the women apperal of the winter collection.
References
Boush, D.M., Friestad, M. and Wright, P., 2015. Deception in the marketplace: The psychology of deceptive persuasion and consumer self-protection. Routledge.
Bradford, J.P., Harden, A.J. and Yen, C.L.A., 2018. An Investigation of Fashion Brands’ Social Media Marketing: How Young Women’s Photographic Image Preferences effect eWOM behaviors and Purchase Intention based on VALS.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016. Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of business research, 69(12), pp.5833-5841.
Nguyen, D., 2018. Social media marketing strategy-Case study H&M Hennes & Mauritz.
Ohlsson, C. and Riihimäki, J., 2015. Sustainable Communication or Communicating Sustainability?: A qualitative research studying sustainable marketing practices at IBM, Max Burgers & H&M.
Oishi, A.H.A., 2018. Analysis of H&M home supply chain and implementing such in Bangladeshi market of same arena.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
TAKAHASHI, M., MORIKAWA, H. and OTANI, T., 2017. Segmentation in international Market of Fashion Business based on Coordinate Variables of Behavioral Space. Transactions of Japan Society of Kansei Engineering, 17(2), pp.329-336.
Wu, M.S.S., Chaney, I., Chen, C.H.S., Nguyen, B. and Melewar, T.C., 2015. Luxury fashion brands: factors influencing young female consumers’ luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal, 18(3), pp.298-319.
Free Membership to World’s Largest Sample Bank
To View this & another 50000+ free samples. Please put
your valid email id.
Yes, alert me for offers and important updates
Submit
Download Sample Now
Earn back the money you have spent on the downloaded sample by uploading a unique assignment/study material/research material you have. After we assess the authenticity of the uploaded content, you will get 100% money back in your wallet within 7 days.
UploadUnique Document
DocumentUnder Evaluation
Get Moneyinto Your Wallet
Total 9 pages
PAY 6 USD TO DOWNLOAD
*The content must not be available online or in our existing Database to qualify as
unique.
Cite This Work
To export a reference to this article please select a referencing stye below:
APA
MLA
Harvard
OSCOLA
Vancouver
My Assignment Help. (2021). MKT 311 Consumer Behavior. Retrieved from https://myassignmenthelp.com/free-samples/mkt311-consumer-behavior/purchase-satisfaction.html.
“MKT 311 Consumer Behavior.” My Assignment Help, 2021, https://myassignmenthelp.com/free-samples/mkt311-consumer-behavior/purchase-satisfaction.html.
My Assignment Help (2021) MKT 311 Consumer Behavior [Online]. Available from: https://myassignmenthelp.com/free-samples/mkt311-consumer-behavior/purchase-satisfaction.html[Accessed 18 December 2021].
My Assignment Help. ‘MKT 311 Consumer Behavior’ (My Assignment Help, 2021)
My Assignment Help. MKT 311 Consumer Behavior [Internet]. My Assignment Help. 2021 [cited 18 December 2021]. Available from: https://myassignmenthelp.com/free-samples/mkt311-consumer-behavior/purchase-satisfaction.html.
×
.close{position: absolute;right: 5px;z-index: 999;opacity: 1;color: #ff8b00;}
×
Thank you for your interest
The respective sample has been mail to your register email id
×
CONGRATS!
$20 Credited
successfully in your wallet.
* $5 to be used on order value more than $50. Valid for
only 1
month.
Account created successfully!
We have sent login details on your registered email.
User:
Password:
There are different types of assignments included in all the academic curriculums. From essay to book review, we provide urgent assignment help for all. You Do not have to waste your precious time looking for academic companies across the world. Just place your order directly with us. Take a look at our client testimonials to understand how popular we are among our clients.
Latest Management Samples
div#loaddata .card img {max-width: 100%;
}
MPM755 Building Success In Commerce
Download :
0 | Pages :
9
Course Code: MPM755
University: Deakin University
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: Australia
Answers:
Introduction
The process of developing a successful business entity requires a multidimensional analysis of several factors that relate to the internal and external environment in commerce. The areas covered in this current unit are essential in transforming the business perspective regarding the key commerce factors such as ethics, technology, culture, entrepreneurship, leadership, culture, and globalization (Nzelibe, 1996; Barza, 2…
Read
More
SNM660 Evidence Based Practice
Download :
0 | Pages :
8
Course Code: SNM660
University: The University Of Sheffield
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: United Kingdom
Answers:
Critical reflection on the objective, design, methodology and outcome of the research undertaken Assessment-I
Smoking and tobacco addiction is one of the few among the most basic general restorative issues, particularly to developed nations such as the UK. It has been represented that among all risk segments smoking is the fourth driving purpose behind infections and other several ailments like asthma, breathing and problems in the l…
Read
More
Tags:
Australia Maidstone Management Business management with marketing University of New South Wales Masters in Business Administration
BSBHRM513 Manage Workforce Planning
Download :
0 | Pages :
20
Course Code: BSBHRM513
University: Tafe NSW
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: Australia
Answer:
Task 1
1.0 Data on staff turnover and demographics
That includes the staffing information of JKL industries for the fiscal year of 2014-15, it can be said that the company is having problems related to employee turnover. For the role of Senior Manager in Sydney, the organization needs 4 managers; however, one manager is exiting. It will make one empty position which might hurt the decision making process. On the other hand, In Brisba…
Read
More
MKT2031 Issues In Small Business And Entrepreneurship
Download :
0 | Pages :
5
Course Code: MKT2031
University: University Of Northampton
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: United Kingdom
Answer:
Entrepreneurial ventures
Entrepreneurship is the capacity and willingness to develop, manage, and put in order operations of any business venture with an intention to make profits despite the risks that may be involved in such venture. Small and large businesses have a vital role to play in the overall performance of the economy. It is, therefore, necessary to consider the difference between entrepreneurial ventures, individual, and c…
Read
More
Tags:
Turkey Istanbul Management University of Employee Masters in Business Administration
MN506 System Management
Download :
0 | Pages :
7
Course Code: MN506
University: Melbourne Institute Of Technology
MyAssignmentHelp.com is not sponsored or endorsed by this college or university
Country: Australia
Answer:
Introduction
An operating system (OS) is defined as a system software that is installed in the systems for the management of the hardware along with the other software resources. Every computer system and mobile device requires an operating system for functioning and execution of operations. There is a great use of mobile devices such as tablets and Smartphones that has increased. One of the widely used and implemented operating syste…
Read
More
Tags:
Australia Cheltenham Computer Science Litigation and Dispute Management University of New South Wales Information Technology
Next