Professional Documents
Culture Documents
Group 6, Section A
Social
BUYING BEHAVIOR
USAGE
Psychological Commutation Recreation
Purp ose
Buying Decision
Economic
Age
NEED
Internal Stimuli Daily Commutation Distance travelled Time Constraints External Stimuli Friends & Relatives
Convenient and affordable mode of commutation Establish a grown up identity by indulging in a purchase of a bike (for youngsters) Considered attractive for females Look and feel of sports bikes at lower prices Better Technology Manifest motives consist of aspiring for a fast sports bike like vehicle at affordable prices Latent motives of consumers involves the need to look cool and impress bystanders
follows both routes of persuasion. Provides information about the superiority of the product in terms of style and looks & also in terms of mileage superiority
affective elements :customers that the bike along with rider is amazing. Cognitive elements : the features and the mileage
Newspaper Ads
The stylish purple color bike positioned with the Mileage highlighted. The lines below, Amazing considering youll be setting the road on fire
Magazine Ads
Commercials
MAGAZINE AD:1
Soft Associations with the Pulsar, more emotional in nature. Pulsar associate d its motorcycle with maleness, toughness, youthfulness and excitement.
MAGAZINE AD2
The ad is affective in nature., a case of need for expression for youngsters and bike lovers. Cognitive elements : the features of the bike
follows both the routes of persuasion. Explains the features as well as tagline everyone wants one
follows both routes of persuasion. Sharp features shown as well as tagline thrill has a new name
peripheral route of persuasion where the customers are attracted to the product because of the stunts shown
3 bikers in black doing a stunt. A wow factor attached to the visuals . appeal to the valueexpressive nature of attitudes : purchase or use will lead to desired achievement, self-enhancement.
Newspaper Ads
Magazine Ads
Commercials
Cars in a parking lot give way to a rider driving the Hunk Peripheral mode of persuasion (on-road superiority over features)
Cognitive tagline Affective male dominance Positive reinforcement Hunk owner safe from other vehicles
Cognitive features Affective sense of achievement Positive reinforcement Hunk owner is fearless
MAGAZINE AD:1 Bike rider in a desert landscape traverses new path Persuasion Peripheral desert landscape, muscles, everybody follows Central bike features
MAGAZINE AD2 Affective King of where it stands, no one messes with it Positive reinforcement Bike gives way to nothing else, even on their turf
Commercials
Magazine Ads
Newspaper Ads
Central bike features Peripheral reference to strength and style Cognitive showing user the Hunks features Affective users need to buy a bike that is strong as well as stylish Positive Reinforcement reference to qualities of both strength and style
NEWSPAPER AD 2
Red background with bike features and tagline Muscles get Hotter
Commercials
Magazine Ads
Newspaper Ads
Name: Rohit Praveen Location: Kozhikode City (NIT Calicut) Income: 5-7 Lakhs Education: Graduation No of Appliances: 8 SEC Category: A2 How long has he owned the bike: 1 year, 8 months
Name: Madhusudan V. Location: Cherooty Road Income: 6-7 Lakhs Education: Graduation No of Appliances: 8 SEC Category: A2 How long has he owned the bike: 1 year, 2 months
MANAGERIAL IMPLICATIONS
LINKAGE OF PRODUCT CATEGORY AND BRAND COMMUNICATION
Pulsar DTS as superior technology, need to feel stylish and masculine Hunk Two essential aspects of power and style (sports bike features) highlighted
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