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Consumer Behavior: Final Project

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Romain Chainnieaux

on 28 November 2012

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Transcript of Consumer Behavior: Final Project

Thank you for your
attention
6.Conclusion and perspectives ABC model of attitudes
The most suitable for the case of Abercrombie and Fitch is the experiential hierarchy:






Attitudes highly influenced A&F intangible product attributes:
To produce a feeling in the consumer, Abercrombie and Fitch presents itself aggressively as a "lifestyle".
5. Attitudes
Describe the levels of consumer involvement

Abercrombie’s consumer = high involvement

-Motivated to search for relevant information (ritualization of path-client)

-Careful to word of mouth as a source of information and social approval

-Reject information contrary to his beliefs 4.Motivation, values and lifestyle of consumers in that sector 3. The clothes

Sights

Small and tight clothing
==> customer is seen as special if he is able to fit into

Exclusive to the young adult
==> makes the young adult population feel special 3. The perceptual process 2. The store (2)

Sounds

Extremely loud dance song
==> isolates the store and makes it appealing and compelling for only the younger generation

Smells and Touch

Perfumed sprayed every hour
Take pictures with half naked seller
==> experience a part of the store before looking at the clothes
==> signifiers of sex-appeal 3. The perceptual process Over-emotional stimulation through the four components of the atmosphere:
sights/vision
sounds
smells
textures/touch


Multisensory marketing = backbone of the brand
3. The perceptual process Perceptual map (1) 2. The main companies of the sector and its positioning Price comparison 2. The main companies of the sector and its positioning 2. The main companies of the sector and its positioning Three main competitors of Abercrombie & Fitch have been selected: H&M, Aéropostale and American Eagle.
2. The main companies of the sector and its positioning 1. Introduction
2. The main companies of the sector and its positioning
3. The perceptual process
4. Motivation, values and lifestyle of consumers in that sector
5. Attitudes
6. Conclusion and perspectives Table of contents Forming attitudes

Social judgment theory (1)
The possibility to access to the beauty standard

And balance theory (2) fit the best 5. Attitudes Which are the consumer values generated by the experience of buying this products/ brands 4.Motivation, values and lifestyle of consumers in that sector
Major motives for consumption (Ernst Dichter)

-Status
-Social acceptance
-Love & Affection 4.Motivation, values and lifestyle of consumers in that sector
Maslow’s hierarchy of needs

Maslow theory: as a person fulfills one need, a higher level need becomes more important

Buying Abercrombie => fulfills social need
-belong to the preppy crowds
-bring love
4.Motivation, values and lifestyle of consumers in that sector Responses

-Development of a sense of belonging

-Projection in the models
=>Feelings to be attractive, beautiful and full of sex appeal

-Belonging to a tribe 3. The perceptual process
2. The store (1)

Sights

Manor/Mansion appearance
==> Culture of secrecy

Symbolic function of nightclub
==> Appealing and compelling for only the younger generation looking for something new, exciting and sexy

Erotic Lifestyle
==> Rebelling against parents

Handsome, friendly and outgoing sellers/models
==> Projection of the customers in the models 3. The perceptual process Perceptual map (2) 2. The main companies of the sector and its positioning
Group 7 Consumer Behavior:
Final Project 1. Advertisement

Sights

Body images
==> make them believe that they can be beautiful and desirable

Sexual display
==> offense older generation

California Beach scene
==> beauty, happiness and health as well 3. The perceptual process American retailer

Sector: Textile and clothing sector
Three offshoot brands: Abercrombie kids, Hollister Co., and Gilly Hicks

Target: teenagers and young adults (mainly aged 18 to 25)

Style: casual wear, relatively high-priced and luxury fashion 1. Introduction What type of messages do brands/products use in your sector?

Sex appeals: sensual and erotic suggestions, message of beauty, attractiveness and perfection. 5. Attitudes
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