Anchit Gupta (20021021025)

Angad Talwar (20021021026)

Ankita Khanna (20021021028)
Anupriya Agarwal (20021021031)
Dhruv Gupta (20021021365)
Naman Malhotra (20021021421)

ASSIGNMENT ON
VIDEO ANALYSIS
Consumer Behaviour and Insights
GROUP - B
Q1. Analyse the movie in terms of:

a) Consumer motivation and motivation theories studied.

In the movie, Rebecca’s needs depict Maslow's hierarchy of need theory. According to this
theory, Rebecca’s physiological needs seem to be already fulfilled such as shelter, food and
clothes. The safety need of having a place in her group turns Rebecca into a shopaholic.
Rebecca’s feeling of security means that she needs to be physically and emotionally stable.
That is why she has twelve credit cards, which is a symbol of freedom. After the safety needs
were fulfilled, she urged for belonging needs. This implies her needs to be socially accepted
by the society. Secondly, she thinks that she does not need a boyfriend because her affection
for stores and goods are enough to fulfil her needs of love. Her needs grow to the esteem
needs which make her consume more so that she will get respect from the others and also feel
prestigious. Shopping activities that Rebecca does to boost her self-esteem show excessive
consumer behaviour. She has already set her goal to work at Allete magazine, the most
famous fashion magazine that has been her inspiration since she was 14 years old, as a
columnist. As to fulfil her self-actualisation needs, Rebecca admits to being a shopaholic and
decides to change her behaviour. She is more mature and knows how to cope with her
problems. She is free from her debt and can allocate some time to do actual work and gain
knowledge.

b) Consumer personality and personality theories studied.

 
By analysing the movie, we can conclude the following personalities for Rebecca
Bloomwood:
 Consumer Materialism- Consumer materialism refers to the importance that a
consumer places on the acquisition and possession of material objects. Despite being
deeply in debt, Rebecca cannot seem to let go of her habit of shopping. This shows
consumer materialism. Also, in the movie we can see her fantasizing about wearing
clothes displayed before her. 
 Compulsive Buying Behaviour (CBB)- CBB, otherwise known as shopping
addiction, is a mental health condition characterized by the persistent, excessive, and
uncontrollable purchase of products in spite of severe psychological, social,
occupational, and financial consequences. This is rightly shown in the movie as
Rebecca is a shopping addict and is quite impulsive as she shops without thinking of
the consequences. Also, we can see that her compulsive behaviour is triggered by low
self-esteem and she boosts her confidence by buying expensive items.

Give relevant examples in each section.

Q2. Suggest how companies can target such consumer as depicted in the movie as
protagonist in marketing their products. 

Rebecca Bloomwood, as depicted in the movie, is a shopaholic (shopping addict). A

shopping addict is someone who shops excessively and may feel powerless over their
activity. It may help the person to build better self-esteem and have positive thoughts. It can
take over as a preoccupation, causing problems in other aspects of your life.
People with shopping addiction end up in a debt trap as a result of their careless spending,
just like Rebecca who was an impulsive buyer which is shown by her credit bill of $900.
So, how do companies usually target such consumers?

1
A consumer who browses through a store’s products without a proper purpose to buy is
known as ‘Window Shopping’. Marketers try to convert these prospective consumers into
actual sales.
There are several Promotional campaigns held which prove as a great way to target impulsive
shoppers. Discounts, Deals and coupons available only for a limited time might do the trick.
Companies use the concept of creating FOMO (Fear of Missing Out) that makes the
consumers think that if they don’t act now, they might lose the deal. Marketers should pay
extra attention to consumers like Rebecca because these are the ones who are likely to
improve the sales of a business.