Consumer Behavior Group Project

The Declining of DVD Player

Group 2
Intania Effendi 29119027
Kharisma Sania 29119044
Darien Theodric 29119132
Akbar Verezha B. 29119138
Faisal Rizqi Atthoriq 29119143

MASTER OF BUSINESS ADMINISTRATION

INSTITUT TEKNOLOGI BANDUNG

2020
 TABLE OF CONTENTS

CHAPTER I
DECLINING CYCLE’S PRODUCT 2

CHAPTER II
PRODUCT KNOWLEDGE
Current Condition of Declining Cycle Products 5

CHAPTER III
CONSUMER PROFILE 20

CHAPTER IV
MARKET SEGMENTATION & TARGETING 16

CHAPTER V
COMMUNICATION STRATEGY 17

CHAPTER VI
GROWTH OF ATTRACTIVENESS AND INTENTION TO BUY 21

APPENDIX 24

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 CHAPTER I
DECLINING CYCLE’S PRODUCT

1.1 Potential Market

We surveyed 49 people consisting of 29 women and 20 men and their behavior towards
DVD players. The target is the students of Consumer Behavior Class 61 MBA ITB. In this
part, it is found that there is a decline in DVD player purchase. 71,4% respondents say that
there is a decline in the purchase of DVD players in the last 10 years. 95,9% respondents
also say that they are not interested in purchasing DVD players, even though 95,9% say
they owned a DVD player before.

Figure I.1. 71.4% respondents stated that there is decline of buying intensity for DVD
player product

1.2 Why DVD Player Declines?

The decline in DVD Player is caused by lack of attitude, misperception, and

miscommunication.

● Lack of Attitude

They no longer need DVD player products. Consumers say they need to watch movies
easily and simply, but they don’t feel DVD players can satisfy those needs. They think
there are better and newer options to satisfy their needs. For example, netflix for
watching movies, is more practical and simple. They also think using DVD players is
old school. Consumers also don’t like that they have to spend extra money to buy the
CD for using DVD players.

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 Figure I.2. Most consumers stated that it is important to watch movies practically and
simply, but they answer that they don’t find using a DVD player practical.

● Misperception

There are misperceptions surrounding DVD players. The first one is the misperception
of quality. The consumer doesn't know the latest feature of DVD players these days,
which consists of a USB port to watch from flash disk or harddisk. The consumer also
doesn’t know the quality of watching movies using DVD players can give significantly
better quality than streaming, whether it is the visual or the audio. The third
misperception is they don’t realize that the dvd player can be a good solution when the
internet is down.

● Miscommunication

There is miscommunication of the advertisement of the DVD player. Most

advertisements of DVD players don’t convey the practicality of the DVD player that
the consumer can get because of the latest feature of the DVD players. Also, 69.4%

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 respondents reported that they have never seen DVD players advertisements, or had
forgotten the last time they saw DVD players advertisements.

Figure I.3. 69.4% respondents say that they forgot the last time they saw DVD players
advertisements, or they have never seen it either.

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 CHAPTER II
PRODUCT KNOWLEDGE
Current Condition of Declining Cycle Products

2.1 Product Specification and Benefit

The survey data that we got regarding customer knowledge of DVD Player
specifications are as follows:
Product Specification Respondent

A/V output DVD input 1

Ada HDMI, HDMI, HDMI USB, HDMI output 9

Ada untuk microphone 1

Audio, i don’t really know about the specification, i just know to use 1

Blu Ray, 4K 1

Buat nonton film dari DVD 1

DVD kaset 1

Dicolok pake kabel, butuh listrik, ngetrend pada zamannya 90’s-00’s, nonton film 1

Ga paham, kurang tau, tidak tahu, jujur ga tau, tidak ada, tidak mengerti 10

HDMI output, USB input 7

HDMI, HD visual 1

HDMI, USB, Aux 2

HDMI, USB, DVD/CD Player, Dolby HD 1

HDMI, fast and rewind option 1

Kabel merah putih kuning 1

Semuanya 1

Support USB, VCD, CD, MP3, MP4 1

USB input 6

Ada DVD player yg satu kesatuan dengan radio 1

USB input, sound input 1

Out of 49 respondents, HDMI ranks first as one of the most known

specifications by customers on a DVD player with a total of 21 respondents (42.86 %).
Then in the second position, there is USB as one of the specifications most widely
known by customers, with a total of 18 respondents (36.73 %). The rest, such as
specifications for microphones, cassettes, watching movies, aux, sound, etc., only 1
respondent knows for each of these specifications, which is only about 2.04 %.

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 Furthermore, as many as 10 respondents (20.40 %) really do not know what the
specifications are on the DVD player.

The survey data that we got regarding customer knowledge of DVD Player
benefits are as follows:
Product Benefit Respondent

Awet 1

Hiburan / atlternatif mengisi waktu luang untuk nonton film / mendengarkan musik 6

Bisa menyetel file DVD 8

Bisa memutar film DVD, nonton film, memutar film 16

Bisa memutar kaset, CD 4

Dapat memutar VCD, terhubung dengan TV 1

Dapat memutar film / audio, lumayan praktis 1

Gambar jernih, resolusi gambar, high quality 3

Kalo pake DVD nonton ga pake buffering dan gambar lebih jelas 1

Manfaatnya bisa memutar CD baik lagu maupun film 3

Memudahkan dalam memutar film, video rekaman, music video 2

Memutar DVD player, menonton film, mendengarkan musik 1

Tidak perlu koneksi internet 1

Dapat terhubung dengan stereo home theatre, kualitas gambar yang jernih 1

Out of 49 respondents, 26 respondents (53.06 %) said that the benefit of a DVD

player is for watching movies. 13 respondents (26.53 %) said they use DVDs to listen
to music, 8 respondents (16.33 %) said to play the cassette, and also 8 respondents
(16.33 %) said to play the DVD files. The other benefits that are also felt by customers
are being able to connect to a TV, practical, clear picture quality and resolution, and
does not require an internet connection and no more buffering.
Based on that data, we conclude that the users actually experience many benefits
from using DVDs. However, due to limited customer knowledge of DVD specifications
and the lack of information obtained, DVDs have declined.

2.2 Value Proposition of the Product

- Functional benefit:
● Watch movie in high definition quality picture
● Watch movies with superior sound systems produced with movie theater
technology.

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 ● Watch movies without buffer
● Watch movies without internet connection
- Emotional benefit:
● Nostalgic feeling.
Because in ancient times before the internet, people watched movies and
listened to music through DVD players.
- Products and Services:
● DVD Player. Device to play DVD Video, Audio CD, VCD, completed
with HDMI.

2.3 Retail Observation and Price Comparison

1. Nagoya DVD Player NG-SF766
● DVD Player
● Karaoke Function
● Read CD, CD-RW, VCD, SVCD, DVD, DVD-RW, MP3, MP4
● USB Port for USB Flash Drive
● Key Control Karaoke
● Anti-Shock
● Anti-Heat
● Slim Steel Body
● Samsung Optic
● Official Warranty: 1 Year
● Price: Rp 306.000

2. DVD Player LG DP547

● DVD Player
● Read all CD: DivX, CD, (S)VCD, DVD, MP3, and JPEG.
● USB Slot
● Karaoke Mic Slot
● Power Resume
● Progressive Scan: 2x sharper picture
● Official Warranty of LG: 1 Year
● Price: Rp 625.000

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 3. SONY DVD Player Bluray BDPS1500
● Bluray disc
● DVD video
● Full HD 1080p
● Quick start and loading
● USB Play
● YouTube
● HDMI input + cable included
● Coaxial input
● Wide ethernet connection
● Official Warranty of Sony Indonesia: 1 year
● Price: Rp 1.198.000

2.4 Competitive Condition

The competitive condition for DVD player products is Monopolistic
Competition. In monopolistic competition, we still have many sellers (as we had under
perfect competition). Now, however, they don’t sell identical products. Instead, they
sell differentiated products—products that differ somewhat, or are perceived to differ,
even though they serve a similar purpose. Products can be differentiated in a number of
ways, including quality, style, convenience, location, and brand name.
For example, some people prefer Coke over Pepsi, even though the two products
are quite similar. But what if there was a substantial price difference between the two?
In that case, buyers could be persuaded to switch from one to the other. Thus, if Coke
has a big promotional sale at a supermarket chain, some Pepsi drinkers might switch.

CHAPTER III
CONSUMER PROFILE

3.1 Consumer Demographics

Demographic data that we collect consists of data on gender, domicile, relationship
status, occupation, and monthly income. Of the total 49 respondents who filled out our
survey, 29 people, or 59.2% were women, while 20 people, or 40.8% were men. Regarding
age, all respondents were in the same age range, from 23 to 30 years old. It can be said that

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 our respondents are the millennial generation.

Pie chart of domicile.

From the chart above, it can be seen that the majority of respondents or as many as 32
people currently live in Bandung Raya. Next in second place, 5 respondents live in
Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi). In third place, 4 respondents live
in East Java. Meanwhile, there are only 2 respondents who live outside Java, namely Medan
and Riau.
The next demographic data, about relationship status, as many as 44 respondents or
89.8% still single and do not have a partner yet. Only 1 respondent who already married,
while the rest chose not to answer. Regarding occupation, 100% of the respondents are
active students.

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 Pie chart of income per month.

Regarding income per month, the distribution of respondents at each income level is quite
even. It can be seen from the chart above, as many as 11 respondents, or 22.4% have income
below IDR 1,000,000, and 11 others have income between IDR 1,000,000 to IDR
2,000,000. There are only 2 respondents who have an income of more than IDR 10,000,000
per month.

3.2 Predicted Personality (Impulsiveness)

To predict the personality of the respondent or consumer, we will determine the nature
of impulsivity. To find out the level of the impulsiveness of respondents, they were asked
to fill out a survey on a likert scale from 1 to 5, where the smaller the number, the less
impulsive consumers will be.
In the first statement, do they as consumers often buy things they really don't need, the
result is the average score of 49 respondents is 1.6. This indicates the opposite, respondents
tend to buy goods that are deemed necessary for them. In the second statement, whether
they often buy unplanned items, the result is that the average score of the 49 respondents is
slightly higher than before, namely 1.8. This indicates that respondents tend to buy goods
with prior planning.
In the next statement, do they often buy things they didn't think about before, and the
result is 1.6. This also indicates that respondents tend to buy things that are already on their
mind and already know what they want to buy. In the fourth statement, do they often buy
goods spontaneously for one reason or another, the score is quite high compared to the
previous scores, which is 2.6. This indicates that consumers are in the middle, or it indicates

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 that they may not buy goods spontaneously, but it does not rule out buying goods
spontaneously under certain conditions.
From the statements and scores previously described, it can be predicted that
respondents have a tendency, not an impulsive consumer type in buying goods. They are
more inclined to buy things that are needed, which they have planned to buy from the
previous days, and have thought carefully about what things they want to buy. Then they
will be less likely to buy products just because they are on a discount or other interesting
promo. We will use these findings as a consideration in conducting market segmentation.

3.3 Predicted Consumer Value & Lifestyle (VALS)

We predict the value and personality of respondents or consumers using the VALS
model developed by Arnold Mitchell. This model is very useful for grouping consumers
according to psychological and sociological theories in order to predict their behavior in
the purchase decision process. To segment the market for this project, we use VALS as a
basis for conducting psychographic segmentation.
Our survey shows that there are only 3 types of primary types in our respondents,
namely strivers, innovators, and the most dominant is experiencers. People who belong to
this type of experiencers are consumers who are motivated by self-expression, like to spend
their money on fashion, entertainment, and socializing. They are usually young people who
are very enthusiastic and enjoy things that are considered cool. In our opinion, this type is
the most suitable target for the product we want to sell.
Next are those who belong to the type of strivers, where they are active consumers
where they think that it is a social activity that can show their social strata and success.
They are also more likely to like stylish and contemporary products. Finally, the types that
numbered the least in this survey were innovators. Innovators are consumers who buy
goods that can represent their personality and tastes. Open to new ideas and technology in
a product. For them, image is the most important aspect, so maybe they will pay attention
to the brand when buying products.

3.4 Current Perception

We got various answers related to respondents' perceptions of the DVD Player. Most
of the respondents thought that DVD players are an outdated item and are starting to be
abandoned because one of the reasons is the existence of other products that are more
accessible and less complicated, such as the Netflix streaming site and others. Some of
them also considered the DVD Player to have a lot of memories because it was a luxurious
medium for entertainment at its time. So if we conclude various respondents' answers, their
perception of DVD Player is an outdated entertainment medium because it is replaced by
other media products that are easier and more practical, while DVD Player technology is
outdated, but still has pleasant memories for them.

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3.5 Current Attitude
An attitude is an overall evaluation that expresses how much we like or dislike an object,
issue, person or action. Most of the respondent’s answers show indifference towards DVD
players, the respondents don’t like it very much, but don’t dislike it either. They just simply
forget it and move to newer technology. Although some respondents also stated they dislike
DVD players because it is easily broken and they feel troublesome to go to the repair
service. Although, there is also one comment that stated they like DVD players because
they feel it has its own charm and gives them a happy feeling.

95.9% respondents stated that they are not interested to purchase a DVD player.

3.6 Decision Hierarchy

The decision hierarchy consists of three component models of attitudes that comprises
the purchasing behavior of a customer. This is also known as ABC attitude of structure,
consisting of affect, behavior, and Cognition.
● Affect involves the way a consumer feels about an attitude object;
● Behavior involves the person’s behavior toward, or intentions to do something
with regard to, an attitude object;
● Cognition involves the beliefs a consumer has about an attitude object.
These three components can be combined in different ways to show how a consumer arrives
at their purchase decision. Such as:
● The Standard Learning of Hierarchy consisting of cognition, affect, and
behavior;
● The Low-Involvement Hierarchy consisting of minor cognition, affect, and
behavior;
● The Experiential Hierarchy consisting of affect, behavior, and cognition;
● The High-Involvement Hierarchy consisting of Affect, cognition, and behavior.
The result of questionnaires to 25 target consumers regarding decision hierarchy is
given below.

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 Decision Hierarchy of 25 target consumers.

The result is that 57.1% of target consumers sought information about DVD players
beforehand, and then developed their preferences on the device, and then decided on
whether to purchase the DVD player or not. This means that this target consumers go
through standard learning of hierarchy. The rest 22.4% of target consumers exhibited high-
involvement hierarchy, and 14.3% of target consumers exhibit low-involvement hierarchy.
The rest 6.1% exhibited experiential hierarchy.

3.7 Satisfaction
Consumer satisfaction refers to how satisfied the consumers are to the elements of the
product. For DVD players, the elements refer to visual, audio, ease of use, information,
product visual, durability, and price. The result of customer satisfaction is given below.

Consumers’ satisfaction.

The average overall satisfaction value was around 4.4 to 5, which means that customers’
generally feel neutral to mostly satisfied regarding DVD players. The lowest average value
was placed on product visual (3.4), purchase options (3.7), and ease of use (3.9). This might
be caused by DVD players needing external monitors in order to show the image and audio

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 quality. The DVD player itself functions as the intermediary between DVD and the
video/audio output.

3.8 JND, Customer Price Acceptance, & Customer Willingness to Pay

Discount or price increase are often the stimulus that also contribute to the purchase
decision. While certain discount or increase value would greatly affect the eagerness to
purchase, there is a line on where a consumer starts to notice the price change as significant
enough. The change in stimulus that can be detected when it reaches a certain amount is
called Just Noticeable Difference (or called JND). In addition, the change must not only be
noticeable, but also meaningful, thus JND is also often called Just Meaningful Difference.
Technically, marketers could give discount stimulus up to the JND value so that consumers
notice the discount as meaningful enough. Giving stimulus beyond the value of JND is
often called as not cost-effective since the effect of stimulus is not significantly greater.
From this research, DVD player price of Rp 300,000 was taken as the benchmark. The
consumers are then tested based on how much discount and price increase can be tolerated.
Below are the graphics for both price increase and decrease.

Discounts accepted (left chart) and price increase accepted (right chart).

Based on the respondents, most people had below 20% of discount JND and price
increase JND. The average discounts that can be given is around 18%, while the average
price increase that can be accepted is 13% increase. It can be inferred that people will still
buy DVD players with low discounts, contrary to the belief that DVD players are seen as
old technology. With the stimulus, people are predicted to purchase DVD players as well.
Price acceptance, on the other hand, exhibited customers’ perception on how much a
DVD player should be priced. The result of price acceptance from respondents is given
below.

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 Price acceptance.

Based on the chart, around 32.7% of respondents estimated DVD player prices between
300,000 to 400,000 rupiah, which is the highest among other ranges. However, price range
of 100,000 to 300,000 combined would give 36.8 % of respondents. This means that the
price range from 100,000 to 400,000 rupiah is still acceptable, though this depends on the
technology of the DVD player.
In addition to the price range, customers’ willingness to pay was also measured to
estimate the actual price they are willing to pay besides the price. The result is given below.

Willingness to pay.

The proportion for customers’ willingness to pay didn’t differ significantly than the
price acceptance.

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 CHAPTER IV
MARKET SEGMENTATION & TARGETING

4.1 Market Segmentation

We do market segmentation based on psychographics, namely lifestyle and value from
consumers that we get through the VALS model as previously explained. We think that
segmentation based on VALS is best suited to the product we sell, DVD Player, rather than
segmentation based on demographics, such as monthly income, or based on personality,
such as self-concept. The VALS model can provide a clear picture of what consumers tend
to choose, buy, and also the reasons why they choose certain products.
We make use of SPSS software for grouping. We analyzed and classified using the K-
Means Cluster and decided to form 3 clusters, given that the number of respondents was
only 49 people. Below is a detailed explanation and analysis that we get through the SPSS
software.

Table of cluster and the distance between clusters.

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 Table number of consumers in each cluster.

Based on the table above, cluster 1 is dominated by consumers who have the primary
type of innovators (1) and secondary type of experiencers. For the second cluster, it is
dominated by consumers who have the primary type of experiencers (4) and the secondary
type of innovators (1). And cluster three is dominated by consumers who have the primary
type believers (5) and secondary type makers (7). Cluster 2 has the highest number of
consumers, 25, half of our respondents and more than the other two clusters.

Table of analysis of variance.

From the ANOVA table above, it can be seen that clusters 1, 2, 3 have significant
differences for the primary type and secondary type variables, which can be seen from the
significance score below 0.05. For the value of F, the bigger the number, the greater the
difference in each cluster. It can be concluded that the difference in secondary type in each
cluster is very large compared to the primary type difference.

4.2 Targeting
We chose cluster 2 as our target market. Apart from the fact that cluster 2 has more
respondents than the other two clusters, we think that this cluster has the personality type
and values that best match the products we offer so that it will be easier for us to sell them
a DVD Player. Cluster 2 is dominated by consumers who have the type of experiencers. As
explained in the previous chapter, this type of consumer spends a lot of their money on
entertainment products. They are attracted to products that can make them look cool in
front of their friends and other people. They also enjoy looking for something that excites
them. So, we think this type of consumer suits DVD Player products compared to other
types.

CHAPTER V

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 COMMUNICATION STRATEGY

We use a communication strategy in the form of commercial video with a duration of

30 seconds to 1 minute. We think that communication through video advertisements can
provide more complete information in a relatively short time and is able to attract
consumers' attention.We made 5 video ads with different approaches to increase the appeal
of the DVD Player itself and also as an opportunity for us to be creative and have freedom
in determining what kind of commercial video is the most appropriate for consumers. In
the following, we will explain in more detail the methods used in each video.

1. DVD Player - Pengalaman Tak Tergantikan

In this commercial video, we use a change attitude strategy where we focus on
emphasizing the superior attributes of the DVD Player and the weaknesses of other
products. According to our survey, visual and audio quality are considered important
attributes in the eyes of consumers, and DVD players are considered to have good
quality in both cases. Therefore, in our advertisement, we only focus on showing those
two attributes. We also consider consumer-type experiencers, where they enjoy social
activities and enjoy looking cool in the eyes of others. Therefore, in this video, we make
watching DVD Player a social activity and a place to gather with friends, rather than
watching using other products that are usually done alone.
Link for the commercial video: LINK

2. DVD Player - Momen Paling ditunggu

In this commercial video, we use the Component of Culture strategy. Culture in
Indonesia is still very strong with the tradition of gathering with family during religious
holidays, such as the month of fasting and Eid Al-Fitr for Muslims. The video shows
the “Momen Paling Ditunggu” with the family, such as having dinner together, family
photos, then spending time watching movies together using a DVD Player. By watching
using a DVD Player, creating a nostalgic atmosphere with the family.
Link for the commercial video: LINK

3. DVD Player - Seru Tanpa Buffer

In this commercial video, we use MECCAS Model strategy. The feature that
will be highlighted in this commercial is the new function which is 5TB memory that
automatically downloads recommended movies, based on the movies the consumers
have watched before. The consequence is a more simple and practical way to watch
consumer’s favorite movies, with higher quality and without buffering too. The value
end state is a pleasant experience to watch a movie with family or friends.

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 This strategy considers VALS which shows most of the respondents are the experience
type. It also addresses the misperception that DVD players are not a simple and practical
way to watch movies.

1. Message Elements: DVD player with new function of automatic download, and
5Tb memories.

2. Consumer Benefit: Simple way to watch movies

3. Driving Force: Pleasant experience

4. Leverage Points: 1. The automatic download function and extra 5Tb memories
is linked to a simple way to watch movies by showing it
solved the buffer problem that often occurred in a simple
way to watch movies that is usually done by the consumer
which is streaming.

2. The better experience to watch movies is linked through

comparing the happy face of the consumers after using the
product, with the face of an annoyed consumer before
using the product.

5. Executional Comparative advantage

Framework:

Link for the commercial video: LINK

4. DVD Player - New Technology

In this commercial video, offering the latest technology that can be found on the
DVD player, the offers that are presented are various from technology, the experience
you get using the DVD, to the various types of DVDs offered to consumers, it is hoped
that through this advertisement it can meet customer needs.
Link for the commercial video: LINK

5. DVD Player - Perfect Home Cinema Experience

In this commercial video, we emphasize on the experience that the consumers
are going to get when they use the DVD player. In the first instance, consumers are

19
 given images of diving, and then the experience that they will get if they purchase the
DVD player such as the ability to play high quality blu ray discs and other products that
require high-end machines to process.
Link for the commercial video: LINK

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 CHAPTER VI
GROWTH OF ATTRACTIVENESS AND INTENTION TO BUY

6.1 Attractiveness
Before giving our advertisement, we first measure how attractive the DVD Player is to
consumers on a scale of 1 to 10, where the bigger the number, the more attractive it is to
them. We use this scale to make it easier to measure and consumers are also easier to give
the answer they want. Below are the results of 25 consumers' answers.

Table of attractiveness of DVD Player before seeing commercial videos.

From the table above, it can be calculated that the level of attractiveness of the DVD
Player has an average value of 5.6. Score 6 is the number selected the most, while the
highest score is 8 and is only chosen by one person. We can see that none of them gave
very high numbers, 9 and 10, on the attractiveness of the DVD Player, but neither gave
very low numbers, 1 and 2. The majority of consumers gave answers from the 5 - 7 range.
Below are the answers of consumers after seeing the commercial videos that we made.

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 Table of attractiveness of DVD Player after seeing commercial videos.

From the table above, it can be calculated that the level of attractiveness of the DVD
Player has increased after seeing a video ad with an average value of 6.9. The percentage
of this increase was 23%. It can be seen that there is a shift where the spread of answers is
getting to the right or the higher numbers. It can be seen now that the scores of 7 and 8 have
the most votes with 8 consumers each. In addition, what is noteworthy is that there are
those who choose the highest scores, 9 and 10, one person each. The score we didn't get in
the previous answer. So from these results, it can be concluded that the video advertisement
we make has a positive effect and gives growth to the attractiveness level of the DVD
Player.

6.2 Intention to Buy

To find out consumers' buying intentions after seeing the commercial video we have
made, we propose three answer options, namely, have the intention to buy, doubt or maybe,
and do not have the intention to buy. We hope that the use of options will provide an
accurate and straight to the point answer. Below are the results of consumers' answers
regarding their intention of the DVD Player.

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 Table of the intention of consumers towards DVD Player.

From the table above, it can be observed that the majority of consumers or as many as
13 people are still in doubt and not sure whether they intend to buy a DVD Player. This
shows that they do not rule out buying a DVD Player in the future, but they still need to be
convinced that the DVD Player is the right product to meet their needs. Meanwhile, 7
consumers have the intention to buy a DVD Player at a later date. This is a positive signal
because, in the preliminary survey with 49 respondents, only 2 people said they wanted to
buy. This 20% increase was due to the commercial videos we made. The last thing to note
is that 5 people have no intention of buying a DVD Player. Some of the reasons we get are
because other products are considered more efficient and the DVD itself is difficult to
obtain. In our opinion, this DVD Player is indeed a complementary item, so it is difficult
to sell it without paying attention to the performance of other products.

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 APPENDIX
COLLECT TV ADS

● Each of Components of Culture:

Norms, customs, mores, conventions, sanction, ritual, beliefs, values.
❖ Norms: norms are rules or provisions that bind group members in society. Where
as a guide, order and control behavior accordingly. Presented in the video that the
rules currently in effect during this pandemic period are that all people follow the
health protocols that have been established with the conditions of implementing
the new-normal.
Link for the commercial video: LINK

❖ Customs: Everything that is passed down such as habits, teachings and so on

passed down by previous people and used or practiced until now, in the video a
product offers a previous habit where "siwak" is a substitute for cleaning in
ancient times (if now it is a toothbrush. ) contains odor remover properties.
Link for the commercial video: LINK

❖ Mores: For mores that exist in Indonesia, we can take one example of the habits of
the Indonesian people were doing homecoming as an annual custom in the holy
month of Ramadan, as well as major religious events such as Christmas, with
additional information that we can convey by travelers, maybe this habit is what
usually done by the people of Indonesia, it is better to limit it first, as we feel in
the holy month of Ramadan this year there are several policies made by the
government to help reduce the number of Covid in Indonesia.
Link for the commercial video: LINK

❖ Conventions: For the convention that we can carry out between policies from the
central government and local governments with health protocols that can be
implemented in each of these regions, this strategy can facilitate the handling of
direct integration from the central government. In the public service
advertisement, it was emphasized that the dangers of Covid-19 really have to be
faced wisely, with several provisions that have been set such as social distancing.
Link for the commercial video: LINK

❖ Sanction: Sanctions are actions (punishments) to force someone to obey the rules
or obey the provisions of the law. Of these advertisements there are regulations

24
 that have been set, as a community must comply with the applicable regulations in
that country.
Link for the commercial video: LINK

❖ Ritual: Rituals are a series of activities carried out primarily for symbolic
purposes. Rituals are carried out based on a religion or it can be based on the
traditions of a particular community. The activities in rituals are usually arranged
and determined, and cannot be carried out carelessly. The ritual in the
advertisement describes as human beings we must forgive one another, this
meaning is implied from religious activities carried out by Muslims, that when Eid
al-Fitr we must become holy again, the mistakes we have ever done or other
people, we must be able to remove them in a way of mutual forgiveness.
Link for the commercial video: LINK

❖ Beliefs: belief and Custom have a similar meaning, for advertisements served,
where the beginning of medicine before the times did not use chemicals, but used
plants derived from Nature, which are commonly called Djamu.
Link for the commercial video: LINK

❖ Values: Cultural values are a set of values that are agreed upon and embedded in a
society, organizational sphere, or community environment, which are rooted in
customs, beliefs, and symbols, with certain characteristics that can be
distinguished from one another as a reference for behavior and responses to what
will happen or is happening.
Link for the commercial video: LINK

● Memory Model:
❖ Sensory memory: stimulus from outside through the 5 senses. Exposure, attention,
facets of perception. For example, beautiful artists, catchy music, striking colors,
loud voices, surprises.
❖ Short term memory: interpretation, giving meaning to the existing stimulus.
Encode new information to any existing knowledge structure in memory. Or using
a comparative advertisement.
Link for the commercial video: LINK

❖ Long term memory: memory, saves and holds memory for future use.
Link for the commercial video: LINK

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 ❖ Sensory: Blue color, happy music, and humor. Short term memory: Associating
gopay can solve problems by linking it to the fight of the two best friends. Long
term memory: Using ‘Aroma’ tv show host and similar music.

● Freud:
The unconscious processes largely dictate the one’s conscious experience and Action
Two concepts capture this view :
1. Psychic determination (is the belief that past events shape subsequent behaviors
2. Unconscious motivation
The Djarum76 cigarettes make their appeals primarily to the id of the audience where
they show beautiful women dancing. It is oriented towards immediate gratification and it
operates on the pleasure principle where behavior is guided by the primary desire to
maximize pleasure.
Link for the commercial video: LINK

● Mecca:
1. Message Elements: contoh: Cell Phone with various color of changeable faceplates
2. Consumer Benefit: contoh: Being fashionable
3. Driving Force: Social admiration
4. Leverage Point:
❖ The various color of changeable faceplates is linked to look fashionable
through the woman is a fashionista who comes inside a boutique and the color
of faceplate matches with her outfit.
❖ The recognition by other people is linked to the other woman are praising her
appearance attending a female regular social gathering (arisan)
5. Executional Framework: Step by step iklannya.
Link for the commercial video: LINK

● Reference Influence
❖ Value Expressive: Boost self confidence, want to follow the group they admire.
He wants to get along well with the high class woman, that’s why he drinks L-
Men to get his abs and boost his self confidence.
Link for the commercial video: LINK

❖ Informational: Advertisement by knowledgeable people

Le Minerale advertisement with Indonesian Medical Association (Ikatan Dokter
Indonesia) to explain Le Minerale is the right choice for health because of the
mineral inside the water and the safe packaging

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 Link for the commercial video: LINK

❖ Normative: if there is negative treatment from the environment if it is not done, it

is acceptable to the social sphere.
The boy wears clothes that smell musty and when he sits on the bus, he is shunned
by his friend. His mother then washed her clothes with the more fragrant Downy,
the day after and while sitting on the bus, his friend sat down next to him.
Link for the commercial video: LINK

● Self
Private self image + Public self image.
Link for the commercial video: LINK

The girl wants to gain self confidence by having bright and white skin, so she acquires
products that are consistent with their ideal self-image (having a bright skin).
This ad also shows social self-image, where the boys in social life are more attracted to
girls with bright white skin.

● Hierarchy of Effect
Affect: the way a consumer feels about an attitude object. Like or dislike. Feel
Behavior: persona behavior toward, or intention to do something with regard to, the
object. Purchase or finding out about the object. Do
Cognition: the belief a consumer has about an attitude object. Consumers formulate a
belief, brand familiarity, brand association. Believe

1. Standard Learning Hierarchy: believe > feel > do

Link for the commercial video: LINK

2. Low involvement hierarchy: believe (minor) > do > feel

Link for the commercial video: LINK
believe jd id gives original product, buy the laptop, feel happy because it is
original product.

3. Experiential Hierarchy: Feel > do > believe

Link for the commercial video: LINK

4. High involvement: Feel > Believe > do

Link for the commercial video: LINK
The woman feels the fresh mountain water, fresh mountain air, then believes

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 adem sari is made from herbs which cure her ‘panas dalam’ disease. After that
she drinks adem sari.

● Extended Fishbein
A mother believes that good nutrition will help her child grow strong. She then mentioned
that Friso Locknutri would provide good nutrition for his child.
Link for the commercial video: LINK

● Attitude Change Strategy

Changing the importance attributes: LINK
Changing brand belief: LINK
Adding new attributes: LINK

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