Independent University, Bangladesh

Group Assignment
Course Title: Consumer Behavior
Course Code: MKT481
Submitted to: Suman Prosad Saha
Lecturer A (Equivalent to Senior Lecturer)
Department of Marketing, School of Business
Section: 02
Semester: Summer 2022
Group Name: Gryffindor
Product: Coffee
Date of Submission: 10 August 2022
Submitted by:
Name ID Contribution
Ratul Sen 1821728 Trio of Needs
S.M. Asif Shiraj 1710216 Dogmatism
Naorin Noor Oissy 1810055 Need for cognition
Iftekharul Islam 1831128 Ethnocentrism & Physical
Appearance
Shanjida Tasnim 1830600 Cosmetic variation and
Substantive Variation
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Letter of Transmittal
10 August 2022

Suman Prosad Saha

Lecturer A (Equivalent to Senior Lecturer)

Department of Marketing, School of Business.

Independent University, Bangladesh.

Subject: Submission of the report on consumer behavior of product coffee.

Dear Sir,

It is an immense pleasure for us to submit you the report on consumer behavior of product
coffee. We have tried our level best to fulfill all requirements of this report and tried to follow
your instructions while preparing this report. I earnestly thank you for your guidance during the
preparation of this assignment. Any sort of suggestion regarding the report will be greatly
acknowledged.

It would be a profound pleasure for us if the report can serve its purpose. We’ll be available in
any time to explain you any queries if feel necessary.

Thank You.

Regards

Ratul Sen

S.M. Asif Shiraj

Naorin Noor Oissy

Iftekharul Islam

Shanjida Tasnim
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Acknowledgement
Firstly, we would like to express our deepest gratitude to Almighty God for giving us the
strength and the composure to finish the task within the scheduled time.

We would like to express our sincere gratitude to the instructor Suman Prosad Saha for the
continuous support, for his patience, motivation, enthusiasm, and immense knowledge. His
guidance helped us to plan and write this report. We could not have imagined having a better
advisor and mentor like him.

The assignment is based on Trio of Needs, Dogmatism, Need for cognition, Ethnocentrism &
Physical Appearance, Cosmetic variation and Substantive Variation. We analyzed the
advertisements and found their various values based on the assignment requirement and create
the report.

This assignment would not have been possible without continuous support of many individuals.
Our group members are Ratul Sen, S.M. Asif Shiraj, Naorin Noor Oissy, Iftekharul Islam
and Shanjida Tasnim who worked hard for this project. We would like to say “Thank You” to
everyone.

Finally, we would like to thank our family for supporting us spiritually throughout this
assignment.

Thank You.
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Table of Contents
Letter of Transmittal....................................................................................................................................2
Acknowledgement.......................................................................................................................................3
Trio of needs................................................................................................................................................5
Power:.....................................................................................................................................................5
Affiliation:...............................................................................................................................................6
Desire for Friendship:..............................................................................................................................6
Dogmatism..................................................................................................................................................6
High Dogmatism:....................................................................................................................................6
Low Dogmatism:.....................................................................................................................................8
Need for cognition (NC)..............................................................................................................................9
High NC:.................................................................................................................................................9
Low NC:................................................................................................................................................10
Ethnocentrism & Physical Appearance.....................................................................................................11
Consumer ethnocentrism.......................................................................................................................11
Physical Appearance..............................................................................................................................12
Cosmetic variation and Substantive Variation...........................................................................................13
Cosmetic variations...............................................................................................................................13
Substantive variation.............................................................................................................................14
References.................................................................................................................................................15
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Trio of needs
Power:

The need for power is the desire within a person to hold control and authority over another
person and influence and change their decision in accordance with his own needs or desires. In
this ad company is trying to stimulate the need for power. They are claiming that their coffee will
enhance the male sexual power. They are saying that the coffee will increase the levels of
testosterone in the body which will lead to increasing impulse, stamina and performance. After
consuming this coffee man will be able lead a powerful life, fulfil their sexual desires.
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Affiliation:
Desire for Friendship:

Friends are very important part of our life. Friends increase the sense of belongingness and
generate a feel-good factor. We all thrive and look for at least one that friend who at times
criticizes us for our mistakes and celebrate our success. Emotional and psychological
attachments are important and can only be experienced with friends. This ad is trying to
encourage us to start a new friendship. It’s trying to say that having a coffee is the best way to
start a conversation and get to know each other. Every new friendship should start with a cup of
Nescafe coffee.

Dogmatism
High Dogmatism:
Consumer high dogmatism explains why customers prefer already established brand. The
consumer who are highly dogmatic always try to find a product which is from an established
brand. The Black & Blaze coffee brand is established in 2010. So, people who are highly
dogmatic will choose this brand for their coffee. They will think this is not a new coffee brand so
they can consume it.
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In this ad, it shows that, if you take a sip of their coffee you will get to work again. Otherwise,
you will remain pause for whole day. That’s why the ad shows pause and play button. And the
handle of the mug is an indication sign as a switch of a regulator. In this ad the switch is
indicating on play button. (Black&Blaze, n.d.)
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Low Dogmatism:
The low dogmatic people are very open minded. They would like to try new things. The more
different things available in the store they would like to give those a try. They are not brand
biased or anything. They are ready to accept new things.

It the below ad, Lee Byung Hun a Korean actor and also act on RED 2 Hollywood movie. He is
holding four mugs of Nescafe with four different flavors. It indicates low dogmatic people to
accept new things. They will definitely try all of these coffee flavors.

For low dogmatic people new things are really good.

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Need for cognition (NC)

High NC:
High NC are more receptive to the information or explanation about the goods. The advertising
contains a lot of information about the product. Consumers that have a high NC are more likely
to respond to the portion of an advertisement that has a lot of details or descriptions about the
goods. Websites with a high textual complexity but a low visual complexity tend to be more
highly evaluated. Comparatively, people with high sensation needs tended to choose complicated
visual designs, whereas those with low needs favored straightforward ones. Primarily utilized in
display advertisements, magazines, and newspapers. (NESCAFÉ, n.d.)

In the above advertisement of “Recharge your day with a NESCAFE” is representing High Need
for Cognition. Because in the advertisement we can see that there are a lot of product related
information and description which are:

 It will recharge your day

 Activates the mind
 Gives experience of delicious coffee
 Good quality coffee
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Low NC:
Low NC are more look for model and celebrities activities. People with low cognitive needs do
not merely seek for features. They search for colors that are used in advertisements. When given
information about a product and its features, those with low cognitive needs tend to look for a
celebrity.

In the above advertisement of Nescafe is reflecting the low need for cognition. In this
advertisement bollywood actoress Deepika Padukone representing Nescafe. This advertisement
mainly focus on information marketers wants to bring up with a celebrity or a model for the
consumers attention. In this advertisement Nescafe did not use more information of this product
and they mainly focus on the celebrity with the tag line “Switch on the best in you”.
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Ethnocentrism & Physical Appearance

Consumer ethnocentrism
Consumer ethnocentrism explains why customers prefer domestic over international items and
identifies the substantial influence on the strength of consumer’s ethnocentric tendencies. Cothas
Coffee is a South Indian Coffee brand. In this ad, the product that is demonstrated is said that
South India is renowned for filter coffee as way of showing this product understands the South
Indian culture and the model of this ad give the consumer a native vibe. The consumer can relate
them with this ad. In the print ad it clearly shows a product that speaks for the people of South
India and is for the proud South Indian. This will therefore resonate with the ethnocentric Indian
audience as they’ll pick their local brand over the others for not being able to relate to those
brands. (Cothas Coffee, n.d.)
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Physical Appearance
There is widespread agreement that "what is beautiful is good" in advertising, and the use of
attractive spokesmen and models is the standard. Rarely does a significant advertisement show a
person who is not attractive. Especially with ads that are considered to be more masculine in
nature, a good-looking model always grabs more attention than the others.

In the above ad, Disha Patani is featured as a model to promote the Nescafe Iced Latte. She is
considered to be one of the more attractive actresses and model in India and overnight sensation
in Bollywood. Bollywood fans are always swept up behind finding out her beauty secrets which
is then marginalized by brands like Nescafe as means of advertising their products. Also, for
products that are not very technical, physical appearance play a more important role in
communicating a message. (Nescafé Cold Coffee, n.d.)

They are trying to showcase the bottle as attractive as the model. They are trying to stimulate the
lust of consumers to buy this by using attractive celebrity like Disha Patani.
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Having a fancy name that sounds Italian, when the name sounds fancy, consumers biasedly
perceive the product itself to be high end, better quality, and fancy.

Cosmetic variation and Substantive Variation

Repetition strengthens the association between an associated stimulus and an unconditioned
stimulus and triggers the forgetting process. However, research suggests that there is a limit to
the amount of repetition that will aid recall. Although some excessive learning improves
retention, after a certain number of exposures, a person's attention and memory will begin to
decline. This is referred to as "advertising wear out". For this reason, marketers often use ways to
avoid this problem and they are:

Cosmetic variations
Cosmetic variations include more peripheral changes to the product or advertisement. Such
changes may include changing the appearance of the advertisement using color, print style,
layout or features.

We can see in this ad that both ads are giving the same message "enjoy a cup, before the chaos".
But here the background, type of print and model are different so, showing this is an example of
cosmetic variation.
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Substantive variation
Substantive variation represents changes from ad to ad that focus on the advertised product.

Examples of Substantive variation include changes to messages or arguments and copy found
within advertisements. As these two advertisements show the same product features and do not
change any of the features of both ads. We can clearly see that there is a change in the content of
the message. Both ads give us different message. (NESCAFÉ GOLD, n.d.)
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References
Black&Blaze. (n.d.). Retrieved from Black & Blaze Ltd.: https://www.blackandblaze.com/Home-90841,l-
en.html

Cothas Coffee. (n.d.). Retrieved from Cothas Coffee Co.: https://cothas.com/

NESCAFÉ. (n.d.). Retrieved from coffeelove #NESCAFÉ | Nescafe | Global: https://www.nescafe.com/

Nescafé Cold Coffee. (n.d.). Retrieved from Nescafé Cold Coffee - Nestle:
https://www.nestle.in/brands/dairy/nescafe-cold-coffee

NESCAFÉ GOLD. (n.d.). Retrieved from NESCAFÉ GOLD | Nescafe | Globa: https://www.nescafe.com/our-
coffees/nescafe-gold