Consumer Behaviour Assign 2

8/8/2019 Consumer Behaviour Assign 2

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Consumer behaviour...

M&S Food Brand...

Its not just food...Its M&Sfood...

Nadia Moeil

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Contents Page

1) Front Page2) Contents Page3) Introduction4) The Brand M&S5) Consumer Decision Process6) Continued7) Need Recognition8) Continued9) Search10) Sensory Systems11) Continued12) Continued13) Learning

14) Continued15) Memory16) Motivation17)

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Introduction

An appropriate marketing stimulus is formulated based onconsumer personality and needs to prompt sales. Consumer adjustsbehaviour to the market place based on internal needs andinterpersonal factors,

http://www.allbusiness.com/glossaries/consumer-

behaviour/4960226-1.html

The purpose of this essay is to analyse the ways in which a branduses elements such as television commercials to enable them tohave an impact on their consumers purchasing behaviour.Concentrating on consumer behaviour theories and applying themto the Marks and Spencers food brand. When referring to M&Sthroughout this essay, it is always just relating to their food brand,even though the brand is sometimes referred to just as M&S.

Its not just food its.M&S food.

In the highly competitive market that M&S the brand is in;making it more difficult for the brand to maintain a continual loyalconsumer base whilst also influencing purchase patterns.

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The brand

Its not just foodits M&S food

Marks and Spencers have spent the last five years putting inplace and building a strong brand; through introducing newproducts and services, broadening their multi-channel offers, andexpanding international presence.

M&S Food

Marks and Spencers are continually trying to expand andstrengthen their brand through strategies of;

Increasing the pace of change and operational executive inthe business; this process allows Marks and Spencer toreach their consumers wants and needs more effectively, andresponding to their consumers in a shorter time frame inorder to keep the brand interesting and fresh, and up-to-date

within its market. Leveraging M&Sby building more channels to the market;

due to the brand wanting to be one of the top competitors,offering their consumers better products and servicescompared to some of their main competitors e.g. Waitrose.

Building their international portfolio to grow their globalconsumer base; with positive implications of opening upopportunities for the brand to become internationallyrecognised, enabling them to compete with other brands thatoffer similar products/services.

Reinvigorating their brand communications; throughcontinually keeping the brands image new and excitingthrough aspects such as advertising commercials includingcelebrities, this allowing M&S to appeal to a wider consumerbase.

Better understanding of consumers helps business makingdecisions. Grunert.

M&S Plan found on their website.

http://corporate.marksandspencers.com/aboutus/our_plan(3)

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Consumer decision process model

Using the five-stage model; to analyse the consumer decisionprocess; for a consumer who wants restaurant standard foodproducts.

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Problem

InformationSearch

Consumer X is having difficulty in finding foodproducts that are of restaurant standard.

Consumer X views one of the M&S foodcommercials on the television representing aselection of their food items. Consumer Xalso hears excellent reviews from friendsand family whom have also purchased foodproducts from M&S.

Consumer X purchases similar food productsfrom a range of food retailer brands e.g.Waitrose, Tesco, M&S.

Evaluation ofalternatives

Product Choice

Outcomes

Consumer X tests out all the products thatthey purchases, and have come to a

conclusion that the M&S food products mettheir criteria of restaurant standard.

Consumer X now purchases all their foodproducts from M&S due to the continuoussatisfaction they receive due to the goodquality of the food. Consumer X also paysparticular attention to any M&S commercials in

order to look out for any new ranges etc.


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The decision making process as seen above; can be influenced bymany different elements e.g. brand loyalty, impulse buying, theconsumer particular budget. This has implications of the consumertaking into consideration each stage very carefully.

Within the food industry; M&S have many competitors, thereforeneed to strengthen their brand as much as possible in order tobecome their consumers first choice compared to the many otheralternatives that they face with.

In order for M&S to become the chosen outcome of the consumerdecision process; they create a positive brand equity through theirproduct campaigns; such as their television cnmmercials all havinga series of executional equities that help the recognition and impactthe consumers that they are targeting at. They also create a AdSpecific, with elements such as;

Mouth watering photography

Sensual womens voice-over stating this is not just food...itsM&S food.

The adverts all containing the same background music, samesultry voice-over, same style of filming, same end line in eachadvert.

By doing this, M&S are creating a sensory store within theirconsumers, with the long term affect being; multiple and continuoussales, as well as strengthing their brand. They are also able tocommunicate their good quality, innovation and convenience.

Its was a turnaround campaign which came at a time whenM&S had lost touch with its core customers. It gave them

reasons to come back. Sue Lindermen, a chief strategyofficer of the media investment group Mediacom.

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www.fedspending.org/fpds.php?

The M&S commercial is also consistent with the Gesalt principle;due to encouraging consumers to purchase because of attributes

that are offered to them e.g. good quality, mouth watering fooditems, the appeal of the photography within the adverts; all that areenhanced within the adverts.

Need recognition

Due to M&S enthusing through advertising campaigns, that theirproducts/services are of excellent quality, this triggers problemrecognition within consumers by making them aware of theirdesired/actual state, and in this case M&S want the desired state tobe their products/services compared to their competitors. Theimplications of a consumers ideal state moving upward, createsopportunity recognition, allowing M&S to become the provider forsolving the problem of the consumer desiring better quality foodproducts.

Need recognition in the case ofM&S, the consumers actual statecan decrease if they run out of a product, M&S would target thoseconsumers and encourage them through advertisement to purchasethose products that they may have ran out of from one of theirstores. However, if the consumer normally uses M&Ss competitorsthen the brand would struggle to grasp those sales.

With the main focus ofM&S being on the quality of their food;they would direct their attention on the consumers actual state, by

satisfying their needs for example food quality that they may havedesired for.

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Fig.1 Problem recognition: Shifts in actual or ideal states

Ideal State Ideal Ideal

Actual State Actual Actual

No Problem Opportunity NeedRecognition Recognition

(Soloman 2010)

Another role that plays an important part within this process is the

brand loyalty and recognition, M&S have created a strong brand fortheir food products, and build a strong consumer base whom alldesire good quality food, all helping to eliminate the steps from thedecision making process by influencing the consumers decision andencouraging them to skip the analyse of the alternatives andsearch, when the consumer becomes familiar with the M&S brand,perceiving the product as a qualitative object.

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Search

Food is a important daily purchase for many consumers; themarketers ofM&S want to limit the consumers search to theirspecific brand. The M&S food commercial is an excellent exampleof the advertisers emphasizing on the good quality, innovation andconvenience, creating a strong brand name, in order for consumersto recognise that the food they buy from M&S its not just foodits M&S food.

However due to the current climate, consumers are still wantingquality, but due to less disposable income; many consumers are

having to decrease their budget for food purchases; this having anegative affect on M&S as they would need to compete with otherbrands that offer cheaper products.

There are two types of search; internal and external.

Internal search involves scanning and retrieving decision-relevantknowledge stored in memory. External search consists of collectinginformation from the market place. Blackwell 2006

The food commercial for M&S is used to increase and encourageawareness of the brand with implications of higher brandrecognition, the search is limited in the case of strong brandrecognition, however for M&S this is a much tougher processcompared to consumer recognition of a good quality car such as aBMW; as that particular brand targets a more exclusive market.

The internal search is the result of the consumers increasedknowledge of the brand and product. The psychological factors that

influence the consumers knowledge are through the advertising ofthe brand.

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Psychological corePerception

Perception is defined as the process by which an individual selects,organises, and interprets stimuli into a meaningful and coherentpicture of the world Schiffman 2004

M&S are aware that consumers attention can shift very quicklycausing information to not be passively processed; only a smallnumber of stimuli in the consumers environment are ever noticed.

Referring to the M&S commercial that is advertised, M&Smarketers use excellent photographic images of their food, crispcolours, enough light to enhance the image of the food; all thisrefers to the sensation part of the process.

The advert also wants to create positive interpretations and attractattention from their consumers on their brand due to the advertsfocusing on excellent quality; this key point is what M&S want theirconsumers to remember when they want or need to go purchasetheir weekly food shopping for example.

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Sensory Systems

These responses are an important part of hedonic consumption, orthe multi-sensory, fantasy and emotional aspects of consumersinteractions with products, Soloman 2006

The table in fig.2 below represents the practical application ofsensory inputs in the M&S advertising.

For marketers to increase and decrease attention; they usetechniques such as;

Appeal to the consumers hedonic needs by creating higherlevels of attention.

Fig.2 Sensory systems

Sensory stimuli Application

Vision (colour)Each component of colour (hue,saturation, lightness) affects the

emotions as measured byMehrabian and Russells PAD pleasure, arousal and dominance (1974) (Valdez 1993), oraffects the emotions experiencedwhen looking at the ad (Williams1991; Gom et al. 1997) (Lichtle2007)

M&S enhance the visual aspectof their food products throughexcellent photography in order to

make their products moreappealing.

The power of colours, are animportant aspect in evokingpositive and negative feelingstowards a advert; therefore byusing good food photography;M&S are able to create apositive experience whenconsumers watch their advert.

Due to all the competitionwithin the market that the brand

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M&S are in, colour can be acrucial drive to sales and to thestrengthing of their brand.

Sound Due to the sexual orientationthat their advertising campaignsportray, the background music oftheir television commercialscreates that desired mood of thefood pornography.

M&S are using the samebackground music in all theirtelevision adverts, in order toallow strong recognition from

consumers however ifM&Swere to change the backgroundmusic, this may have a negativeaffect on the brand, asconsumers would be listeningout for the original music, andlose realisation of therelationship between the brandand the advert.

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Learning

Fig. 3 learning types adapted by Foxwall 1997

Cognitive

Many marketers believe that consumers observing the behaviourof others when purchasing products such as M&S food; thereforelearning that those consumers are meeting their desires hence encouraging others to

follow.

The M&S food adverts try to show the good quality of their foods

from the photography and voice-over describing each food productwithin the advert in a seductive voice, all creating a positivereinforcement for buying the product/products.

However, as the world is still under-going the effects of the recentrecession, this could cause a negative affect on the brand due toconsumers actively using information from the world around them

to master their environment, and due to the recession, manyconsumers environments have become disrupted due to lack of

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Learning

BehaviouralCognitive

Verbal InformationProcessing

VicariousInstrumentalClassical

Conditioning


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disposable income causing consumers to purchase brands that areless expensive and that focus on price cuts.

Behavioural

Theorist believe; that learning happens as a reaction fromresponses to external events.

Fig 4. The Black Box

The consumer as a black box, a behaviourist perspective onlearning.

M&S want those consumers whom have had positive

experiences from purchasing from their food brand to give feedbackto other consumers due to the consumers experiences being shapedby feedback they receive through life e.g. a consumers motheralways using Marks and Spencers meat products as they cookwell,therefore handing down those experiences to the consumers i.e. thedaughter whom carries on this tradition.

M&S consumers respond to their brand name, their commercials

and advertising campaigns; which are all marketing stimuli due tothe learnt connections they have formed over a period of time.

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Stimulus Consumer Response


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Memory

According to the information-processing procedure; the memory isstaged into three categories.

http://thebrain.mcgill.ca

In the case ofM&S advertising, at the sensory memory stage ,the consumer is exposed to the commercial. In order to passinformation through the attention aspect, M&S use the sultry voice-over and sexual appeal of the good quality food, this catching theattention of the consumer, however the message needs to then bestored from short-term into long-term memory. M&S make thistransaction by repeating their slogan in each advert Its not just

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Stimuli

TouchEye-sight Hearing

Sensory Organs

Perception

Sensory memory(Millisecond -1 second)

Attention

Short-term memoryWorking memory

(< 1 minute)

Long-term memory(Days, months, years)

Forgetting
http://thebrain.mcgill.ca/http://thebrain.mcgill.ca/


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foodits M&S food, and the same voice-over and photography inorder to keep their brand name fresh in their consumers memories.

The efficiency of their advertising tools is measured through recalland recognition; both these factors influence the retrieval

procedure, and this being one ofM&S goals.

Motivation

Motivation is a psychological state that refers to the methods thatcause people to behave as they do. Motivation occurs when a needis generated, and that the consumer wants to satisfy.

Motivational Theory (Mitchell)

Four common characteristics which emphasize the definition ofmotivation;

Motivation is typified as an individual phenomenon

Motivation is described, usually, as international

Motivation is multifaceted; 2 of the most important factorsbeing; (i) what gets people activated (arousal) and (ii) theimpact of a consumer to connect in desired behaviour

(direction or choice of behaviour). The purpose of motivational theories is to predict behaviour.

(Paul Weeks 2007)

Soloman (1996) and Kotler (1997) believe that aspects aroundconsumers caused them to behave how they do mainly due toneeds; some biological (utilitarian) and psychological (hedonic).

M&S food brand are highly associated to being of good quality

and the different seasons influence their marketing strategies, andthis can be seen in their television commercials e.g. close upphotography of the mouth-watering food, voice-over describing thedelicious food, food often being a consumers passion, bodilycraving or pleasure; which are all central to the experience ofdesiring as well as re-creating the physical aspects of motivationwithout sinking into biogenic needs. Implications of their marketingstrategies allows consumers to be motivated to purchase M&S foodproducts if they desire or need food of a good quality.

Theorists such as Kotler (1997) and Solomon (1996) believe thatconsumers are judged on possession of a product e.g. M&S food

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allows their consumers to feel superior in the sense that M&S offerrestaurant standard food products compared to a consumer gettingaverage standard food products, implications also being that aconsumer is hedonically motivated to buy M&S Food for theirfeeling of superiority and knowing they are going to be satisfied due

to the food being of restaurant standard.

Maslows hierarchy of needs

(Levels of needs; Solomon 2010)

M&S food advertising mostly influences the physiological needse.g. food, self actualisation (self actualised consumers havefrequent occurrences of peak experiences), due to M&S setting outto give their consumers an enriching experience from eating theirfood products, belongingness due to M&S food being very much a

social act, and eating being a necessity of human survival.The motivational levels of Maslows hierarchy stimulate the

consumer to choice a specific product i.e. one of the M&S foodproduct,

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Self-actualisation; Self-fulfilment, enrichingexperiences

Belongingness; Love,friendship, acceptance byothers

Physiological;Water, sleep, food

Ego needs; Prestige,status, accomplishment

Safety; Security,shelter, protection


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Attitudes....

Mental position or emotional feelings about products, services,companies, ideas, issues, or institution Attitudes are shped bydemogrpahics, social values, and personality, In advertising, thedesire to generate favour perceptions toward the thing beingadvertised and to promote positive consumer attitudes.

(http://www.allbusiness.com/glossaies/attitudes/549486391.html)

An attitude can supply more than one role, however in many casesone will be more dominate, therefore when the dominate role is

identified e.g. good quality food, the marketers of the M&S Foodbrand then can highlight this aspect via their communications andpackaging, as well as their commercials prompting positive thoughtson what is being marketed resulting in a sharp preference for boththe ad and the product.

M&S Food marketers know that they have to deal with theconsumers decision-making process; and understanding thatconsumers form attitudes towards objects other then the productitself, which can then influence their final decision.

The M&S Food commercials all contain the same factors;

Sultry voice-over

Same back-ground music

Clear, crisp photography of the products

Same slogan Its not just food...Its M&S food.

The implications of the repetition factors in their commercials are allpart of affecting the consumers manner positively, evoking a goodmood from the ad, and creating a brand attitude.

M&S create a positive attitude from their marketing tools e.g.commercial, through carefully constructed television adverts,presenting their products to the better of their ability through thephotography, and creating a relaxed luxurious mood from the otheraspects of their commercials e.g. relaxing, sumptuots back groundmusic.

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A theorist that backs up the above is Fishbein (Fishbein model1975);

The model processes three component attributes;

Salient beliefs; M&S want a positive belief from theconsumers on their food products; before they even go toevaluate e.g. M&S Food want to come across as a luxurious,good quality brand; doing this particularly through theircommercials.

Object-attribute linkages; M&S Food brand want theirconsumers to be aware that their products, offer an important

attribute, compared to their competitors; implications being;their attributes creating a positive brand image as well asencouraging a stronger consumer base.

Evaluation; the consumers of the M&S Food brand areencouraged to evaluated each of the brands attributespositively with positive implications such as; repeatpurchasing, stronger consumer base, stronger brand imagd.

Another way, in which the brand could influence theirconsumers more positively, is by; introducing celebrities into

their commercials, due to a large percentage of consumers beinginclined to the celebrity world and lifestyle. The implicit messageof doing so is that celebrities would endorse the product, use theproduct, and many even depend on the product for success e.g.celebrity B for example would buy M&S Food products at adinner party with other celebrity guest, and the food thenbecoming the spectacle of the party, creating a positive brandimage.

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Environmental Influences...

1) Culture and Social

(Culture is defined simply as the earned distinctive way of life of asociety. The dimensions of culture include the social organisation ofsociety, religion, customs, and rituals, values and attitudes towardsdomestic and international life, education provision and literacylevels, political system, aesthetic systems and language. Kotler2005)

The cultural implications for marketing the brand are important, asa correct submission of them for the product can influence thesuccess of the brand. Due to M&S Food being a globally positionedbrand, different consumers cultures have to be taken intoconsideration in order for M&S to adapt their food ranges for thoseparticular consumers.

The model of cultural process

Fashion Marketing

Cultural meaning in product

Rituals

Cultural meaning in consumption

Social Interactions Intentional Actions

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Cultural meaning and physical environment


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(Tim Froggett)

Marks and Spencers is to break with 85 years tradition by stocking

brands other then those with an M&S label.

(http://www.telegraph.co.uk/news/uknews/1999634/Marks-and-Spencer-to-stock-other-brands.html)

M&S are making improvements to adapt to the needs and wantsof their consumers by now introducing brands other than their own,however this may decrease the appeal of their branded products,but to combat this; majority of the products within the food storesare M&S branded products.

M&S are influenced by the social environment, and due to thesocial environment being very diverse, the consumers tastes alsobecome diverse. Consumers moving to other countries may developa different culture, affecting aspects such as consumers lifestylese.g. eating. To combat the diverse environment, that the brand isin, M&S Food Brand adjusts their product range e.g. introducingdifferent foods from different cultures such as Chinese etc; inorderto satisfy their consumers different needs and wants withimplications of receiving loyal consumers whom appreciate thechanges that M&S have made.

Sub-Cultural and Groups

Packets or segments of culture which (while reflecting thedominant aspects of the main culture). Show different customs,norms, and values, due to differences in geographical areas or(within an organisation) departmental goals and job requirements.

(http://www.businessdirectory.com/definition/subculture.html)

Society shapes consumers beliefs, values, and norms. Consumerswithout realising, absorb a view that defines their relationship withcertain brands e.g. M&S Food Brand.Consumers living in a particular society hold many core beliefs

and values; and this has a knock on affect on brands such as M&S;therefore their advertising tools e.g. television commercials, arethere way of targeting those consumers whom have built up thosebeliefs and favouring to either the brands competitors or the branditself, encouraging continuous sales and to strengthen those beliefsin the hope of creating implications of long-term committed and

loyal consumers.

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When concerning social groups; M&S need to make socialstructure and ideology one of their focal-points when regarding theuse of their marketing tools with positive implications of consumersbeing able to relate to the brand and fit it into their social groupand status, and due to M&S Food targeting consumers whom have

the disposable income which enables them to purchase the goodquality that M&S offers, giving the impression of luxury comparedto Tesco value products which could give the notion of cheapness.However; many consumers have gained strong beliefs from friendsand family making it tougher for the brand to acquire the attentionof those particular consumers, having to focus more theiradvertising tools having a strong positive affect to enable them togain that attention e.g. adding other elements to their commercials(celebrities).

Lifestyles

The lifestyle concept is one of the most widely used in modernmarketing activities. It provides a way to understand consumerseveryday needs and wants, and a mechanism to allow a product orservice to be positioned in terms of how it will allow a person topursue a desired lifestyle.

(Solomon 2006)

The M&S Food Brand; wanting to be recognised for their goodquality, innovation and convenience; therefore their consumerslifestyle presents a important part of how M&S market their brand.Lifestyles determine what hobbies consumers like to take part in,how they spend their disposable income. The different decisionsthat consumers are exposed to gives M&S opportunities for marketsegmentation strategies, with implications of allowing M&S torecognise the types of products, and specific brands that theirconsumers choice, and hence wanting their brand to appeal to thoseconsumers with the particular designated lifestyle segment that

acquires and wants good quality which M&S continually try toexpress throughout their advertising tools.

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Attention...

Attention is the degree in which consumers focus on stimuli withintheir rang of exposure.

(Solomon 2006)

Due to consumers being exposed to numerous amounts ofadvertising stimuli, marketers have to become more inventive,therefore M&S have created their Its not just food...Its M&SFood, introducing their consumers to the excitement andluxuriousness of their brand through the sultry voice-overdescribing the delicious elements of the food introduced in eachcommercial, and the clear, colourful photography of the food.

M&S also strengthen their brand and grab the attention of their

consumers through other means of advertising e.g. bill boards,internet advertising, and independent reviews(http://www.qype.co.uk/place/137161-marks-and-spencers-Didsbury).

Elements that are used in the M&S Brand to entice the attentionof their consumers are;

Music M&SFood Brand commercials use the same music in each

commercial due to wanting their consumers to recognise the brandstraight away from just hearing the back ground music. The musicgives a relaxing, sensual feeling, and portrays the brand to beingluxurious. Other wanted implications would be to affect theconsumers long-term memory positively, so that the brand is theonly one that is set in their memory which then producescontinuous sales and creates a loyal relationship between the brandand the consumer.

Colour Throughout the M&S commercials; rich, deep colours are

used to create a lavish atmosphere, the food products presented ineach commercial are shown in a way that portrays the good qualitythat M&S claim their food products are of. The implications of theimmensity of the colour element, allows M&S to make a connectionwith their consumers due to the commercials backing up the claimsof good quality, innovation and convenience.

Grabbing the attention of the brands consumers, is a key elementin making sure the brand strengthens, and becoming the topcompetitor within their market. Once they have acquired the

attention of their consumers M&S can then consider changingelements of their advertising tools to make the brand; fresh and

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exciting, however too much change can defer the attenthon of theirconsumers, and could even lead to the loss of loyal consumerswhom are not keen on the changes, if any are made.

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Documents

Consumer Behaviour Assign 2