COMM 2071 Media Audiences

and Consumers Behaviour

Chia Wei Hsien, Benjamin 3184978
Koh Zhen Sheng, Royston 3185010
Tan Jian Da 3184867
Lin Jun Jiang 3184935
Lim Wei, Eric 3184943
Low Puay Hoon, Sharon 3184959

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Picture of a bubble tea store front

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Our topic
 Select and prove the
factor that is most
critical in the buyer
characteristics.

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Agenda
 Our interpretation of the 4 factors in buyer
characteristics
 Herd instinct?
 Our scenario
 The 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
Changes

Personal

Age and Psychological

Social life-cycle stage
Cultural
Motivation
Groups Occupation
Culture
Perception Buyer
Family Economic
Sub-culture
situation Learning
Roles and
Social class
status Lifestyle Beliefs and
attitudes
Personality and
self-concept

5
Shapes
Herd instinct?
 Remember lecture 1? Or did you missed the
lecture?

 According to Mark Earls (2007), marketers must

learn to accept that people
 do not act autonomously
 largely follow what other people do
 humans tend to reinvent
what others had done or what
others 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 opened

one 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 pushes
you 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!
 I’m filthy rich. Get me a bubble tea NOW! Gimme
gimme… gimme gimme more…
 I’m thirsty.

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Cultural factor

Personal

Age and Psychological

Social life-cycle stage
Cultural
Motivation
Groups Occupation
Culture
Perception Buyer
Family Economic
Sub-culture
situation Learning
Roles and
Social class
status Lifestyle Beliefs and
attitudes
Personality and
self-concept

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Cultural factor
 Culture
 Kiasu culture
 Everyone has it, so I should try too
 No restrictions to races or religions

不 输
输人
h)
u se
ai sh
型 (In Hokk
ien : shu
lang m

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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

Personal

Age and Psychological

Cultural Social life-cycle stage
Motivation
Groups Occupation
Culture
Perception Buyer
Family Economic
Sub-culture
situation Learning
Social class Roles and
status Lifestyle Beliefs and
attitudes
Personality and
self-concept

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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

Personal

Age and Psychological

Social life-cycle stage
Cultural
Motivation
Groups Occupation
Culture
Perception Buyer
Family Economic
Sub-culture situation Learning
Social class Roles and
status Lifestyle Beliefs and
attitudes
Personality and
self-concept

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Personal factor
 Age and life-cycle stage
 Most buyers were students, young
professionals and tourists
 Anyone can purchase regardless their age and
status

 Occupation
 N.A.

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Personal factor
 Economic situation
 Strong economy growth after the 1997
recession
 Prices of the bubble tea are still lower than
other beverages.
 Growing affluence of the society

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Personal factor
 Lifestyle
 Warm and humid environment
 Sweet drinks are preferred by the young

 Personality and self-concept

 Deemed as cool because everyone drinks it

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Psychological factor

Personal

Age and Psychological

Social life-cycle stage
Cultural
Motivation
Groups Occupation
Culture
Perception Buyer
Family Economic
Sub-culture situation Learning
Social class Roles and
status Lifestyle Beliefs and
attitudes
Personality and
self-concept

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Psychological factor
Motivation
 According to Maslow’s hierarchy of needs
 most basic physiological needs >> thirst
 socials need >> satisfy the sense of belonging

 self esteem >> dominant member will attempt to

also introduce and display his/her “preferences”
towards 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 the
information >> form a perception
 Similar to the local drink, 奶茶 >> easy for new drinkers to
adapt
 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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 What we think…
Cultural Social Personal Psychological
Culture will spark the Individuals have trigger
initial interest and points for certain traits.
shape the guidelines to Example, long queue
the consumer’s choice means popular or good
Opinion Leaders Humans are inquisitive,
influence consumer’s positive feedback from
opinion of a product different channels will
prompt individuals to try
the product.
Based on earning, The information
interest and lifestyle, gathered will shape the
the consumer will individual’s perception of
decide if the product fit the product
into his daily habits
The consumer will
satisfy his immediate
needs first
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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 consumer’s perception

 There are trigger points which consumers associate with

to a good product. For example long queues or branding.

 Consumer motivation and decision differ between

products that depend on their level of importance or
interest
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What we think…

Personal

Age and Psychological

Social life-cycle stage
Cultural
Motivation
Groups Occupation
Culture
Perception Buyer
Family Economic
Sub-culture situation Learning
Roles and
Social class Lifestyle
status Beliefs and

Personality and Most Critical

attitudes

self-concept

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Thank you
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References
 http://
www.asiacase.com/case/studResource/cool_report.htm
(accessed 05 March 09)
 http://newpaper.asia1.com.sg/printfriendly/0,4139,11247
6,00.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)

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