comm 2071 presentation v1.4
TRANSCRIPT
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COMM 2071 Media Audiencesand Consumers Behaviour
3184959Low Puay Hoon, Sharon
3184943Lim Wei, Eric
3184935Lin Jun Jiang
3184867Tan Jian Da
3185010Koh Zhen Sheng, Royston
3184978Chia Wei Hsien, Benjamin
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Picture of a bubble tea store front
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Agenda
Our interpretation of the 4 factors in buyercharacteristics
Herd instinct?
Our scenarioThe 4 factors in buyer characteristics
Cultural factor Social factor
Personal factor Psychological factor
What we think
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Our interpretation of the 4 factors in
buyer characteristics
Cultural
Culture
Sub-culture
Social class
Social
Groups
Family
Roles andstatus
Personal
Age andlife-cycle stage
Occupation
Economicsituation
Lifestyle
Personality andself-concept
Psychological
Motivation
Perception
Learning
Beliefs andattitudes
Buyer
Shapes
Changes
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Herd instinct?
Remember lecture 1? Or did you missed thelecture?
According to Mark Earls (2007), marketers mustlearn to accept that people do not act autonomously largely follow what other people do
humans tend to reinventwhat others had done or whatothers will be doing
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Herd instinct?
Important for marketers yield higher profits for businesses
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Our scenario
Bubble Tea Craze Introduced to Singapore during the early 90s
Sold in stalls in Night Bazaar @ S$4.50 per cup with only
2 flavours Green Milk Tea with pearls Red Milk Tea with pearls
In the late 90s, shops selling bubble tea were openedone by one with an average cost of S$2.50 per cup
More flavours to choose
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Our scenario
Expensive
People still queue to purchase the drink
The question is
Since it is not a cheap beverage, why are
there still so many people queuing?
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What say you?
When you buy bubble tea, what pushesyou to make the purchase?
I am a Singaporean and therefore I should drink it.
My bestest friend is drinking it. I should drink it too!
Im filthy rich. Get me a bubble tea NOW! Gimmegimme gimme gimme more
Im thirsty.
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Cultural factor
Cultural
Culture
Sub-culture
Social class
Social
Groups
Family
Roles andstatus
Personal
Age andlife-cycle stage
Occupation
Economicsituation
Lifestyle
Personality andself-concept
Psychological
Motivation
Perception
Learning
Beliefs andattitudes
Buyer
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Cultural factor
Culture Kiasuculture
Everyone has it, so I should try too
No restrictions to races or religions
(I
nHokkien
:shulang
maishus
eh)
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Cultural factor
Subculture Basic personalization drink to suit own preferences
Convenient
Influx of Taiwan media featuring Taiwan lifestyle
Social class No restriction to individual social status and class
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Social factor
Cultural
Culture
Sub-culture
Social class
Social
Groups
Family
Roles andstatus
Personal
Age andlife-cycle stage
Occupation
Economicsituation
Lifestyle
Personality andself-concept
Psychological
Motivation
Perception
Learning
Beliefs andattitudes
Buyer
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Social factor
Groups Peer pressure Existence of opinion leader among the group
Family Children influences Growing affluence
Roles and status Social role to play within the group
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Personal factor
Cultural
Culture
Sub-culture
Social class
Social
Groups
Family
Roles andstatus
Personal
Age andlife-cycle stage
Occupation
Economicsituation
Lifestyle
Personality andself-concept
Psychological
Motivation
Perception
Learning
Beliefs andattitudes
Buyer
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Personal factor
Age and life-cycle stageMost buyers were students, young
professionals and tourists
Anyone can purchase regardless their age andstatus
OccupationN.A.
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Personal factor
Economic situationStrong economy growth after the 1997
recession
Prices of the bubble tea are still lower thanother beverages.
Growing affluence of the society
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Personal factor
LifestyleWarm and humid environment
Sweet drinks are preferred by the young
Personality and self-conceptDeemed as cool because everyone drinks it
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Psychological factor
Cultural
Culture
Sub-culture
Social class
Social
Groups
Family
Roles andstatus
Personal
Age andlife-cycle stage
Occupation
Economicsituation
Lifestyle
Personality andself-concept
Psychological
Motivation
Perception
Learning
Beliefs andattitudes
Buyer
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Psychological factor
MotivationAccording to Maslows hierarchy of needs
most basic physiological needs >> thirst
socials need >> satisfy the sense of belongingself esteem >> dominant member will attempt to
also introduce and display his/her preferencestowards the drink and make recommendation
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Psychological factor
Perception Opening of more bubble tea outlets of different brands >>
created an environment >> individual interprets theinformation >> form a perception
Similar to the local drink, >> easy for new drinkers toadapt Food and beverage store + Long queue = good taste
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Psychological factor
Learning Good feedbacks >> stimuli >> buyer re-affirm the
motivation to buy bubble tea
News reports and other publications >> curious by nature>> thus will purchase to try and give their own judgment
Association with the people around
Beliefs and attitudes Individual perception + learning >> shapes belief
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The consumer willsatisfy his immediateneeds first
What we think
Culture will spark theinitial interest andshape the guidelines tothe consumers choice
Individuals have triggerpoints for certain traits.Example, long queuemeans popular or good
Opinion Leadersinfluence consumersopinion of a product
Humans are inquisitive,positive feedback fromdifferent channels willprompt individuals to trythe product.
Based on earning,interest and lifestyle,
the consumer willdecide if the product fitinto his daily habits
The informationgathered will shape the
individuals perception ofthe product
Cultural Social Personal Psychological
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What we think
Psychology factor will affect the final consumer decision
The information which the consumer have gathered will
shape the consumers perception
There are trigger points which consumers associate withto a good product. For example long queues or branding.
Consumer motivation and decision differ betweenproducts that depend on their level of importance orinterest
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What we think
Psychological
Motivation
Perception
Learning
Beliefs andattitudes
Cultural
Culture
Sub-culture
Social class
Social
Groups
Family
Roles andstatus
Personal
Age andlife-cycle stage
Occupation
Economicsituation
Lifestyle
Personality andself-concept
Buyer
Most Critical
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References
http://www.asiacase.com/case/studResource/cool_report.htm(accessed 05 March 09)
http://newpaper.asia1.com.sg/printfriendly/0,4139,112476,00.html (accessed 05 March 09)
http://www.marxists.org/archive/bax/1918/01/instinct.htm(accessed 07 March 09)
http://www.brandrepublic.com/InDepth/Features/635501/Tap-herd-instinct/ (accessed 07 March 09)
http://www.asiacase.com/case/studResource/cool_report.htmhttp://www.asiacase.com/case/studResource/cool_report.htmhttp://www.asiacase.com/case/studResource/cool_report.htmhttp://www.asiacase.com/case/studResource/cool_report.htm