DIARI

Consumer Behavior Analysis

OUTLINE
Brand Introduction
Marketing Campaign Analysis:
Part One: Perception
Part Two: Memory & Learning
Part Three: Self-Concept

WORK DONE BY
MALEK MELLOULI & ELAA ALLAYA
 BRAND INTRODUCTION
Diari is N ° 1 of Couscous in Tunisia.

More than 40 years ago, in 1978, the history of

‘Couscousseries du Sud’ (CDS), a subsidiary of the Rose
Blanche Group, one of the leading food groups in the
Tunisian market, began.

The company specializes in the manufacturing of

couscous, marketed under the DIARI brand, which has
always been known for its quality and market leadership
It has launched on the market various novelties in the
sector such as complete couscous, express couscous,
barley couscous, organic couscous.

Crowned with certifications and adherence to key food

industry standards, Diari now exports nearly 40% of its
production to more than 20 countries worldwide.

In this project, we're going to talk about their campaign

"‫"كسكسي دياري خير بالدي‬, more specifically this ad:

https://www.youtube.com/watch?v=h11zSOXhUOg&ab_channel=DiariTunisie
PART ONE: PERCEPTION:
The perceptual process goes through 3 phases:
1. Exposure:
Consumers are exposed to the ad, they receive it through
their sensory system which is in a first place: Vision
(Recipes, Tunisian places, colors), and secondly, sound: An
original song with a Tunisian rhythm and custom lyrics
specifically for the ad.
Through these stimuli conveyed by the ad, it has reached
the customer's threshold and thus made a conscious
impact on the viewer's awareness.
2. Attention:
Through this ad, the brand has used 3 ways to win the
consumer's attention. First, Intensity: The originality and
creativeness put into the ad, as well as the target of both
sensory systems (vision and sound) made the experience
more intense, and thus more captivating. Second, duration:
Diari has made 3 shorter versions of the ad in order to
shorten the exposure needed for the ad to be processed.
Lastly, relevance: The ad captures the authentic Tunisian
culture and culinary traditions making it relatable to its
target market, the Tunisians in all age groups.
3. Interpretation:
The interpretation that was drawn from the ad is the
importance of traditions, family, and belonging to a
community that is united by their common love for
Couscous.
PART TWO: MEMORY & LEARNING:
Through the ad, the brand has used the cognitive
theory, more specifically, observational learning.
In fact, the consumer watches the actions of the ad's
character and lives his experience vicariously as he
travels through Tunisia's different regions to gather
Couscous recipes. One thing that every cook has in
common is their love for Diari products, no matter
the region.

Observational learning goes through 5 steps:

The viewer first gets their attention caught( the
viewer sees the enjoyment of others in the ad when
they taste the recipes), then the behavior shown in
the ad is retained in their mind for when they'll get
the chance to practice them in real life, which are the
production process and motivation steps. (a
situation arises where the customer wants to try one
of the recipes shown in the ad). Once the consumer
acquires and performs these recipes, that's when
the observational learning process is done.
PART THREE: SELF CONCEPT:
the Self-concept is a complex structure composed
of many dimensions. One attribute has been
clearly highlighted in the ad:

Social Self / Symbolic Interactionism: As

members of society, we learn to agree on shared
meanings. Couscous has a deep meaning in our
society and culture where it gathers people
together. Many Tunisian families tend to cook it
every Sunday when the whole family can gather
together, we also cook in on occasions as a symbol
of joy.

The ad focuses on this detail and shows different

recipes known for different regions and occasions.
Moreover, the viewers identify themselves in these
traditions, each person from each region will
recognize their unique way to prepare this meal
and feel represented. This ad gives the consumer a
sense of self.