Consumer

Behavior
Project

SPOKESPERSONS: NOUR ELHOUDA

CHAIBI
HIBA QABAQAOUS
SARAH SRAIDI
 Theory of Planned Behavior

• Attitude: our beliefs that the beer is usually alcoholic

have a negative influence on our attitudes toward
1st Key Product: purchasing it.

Bavaria Beer (0% • Normative beliefs in Morocco about how bad it is to

alcohol) publicly drink a beer should influence negatively our
subjective norms, hence our intention to buy the beer.

• Our own perceived control: since we had positive

beliefs about self-ability to keep buying Bavaria beer, our
intent to purchase it was positively influenced.
Analysis
We should be able
to change people’s
beliefs and
Changing our attitudes in order
beliefs about to change their
Bavaria beer, intention and
In this case: two
through learning behavior.
elements were
about it more
supposed to
The more we have regardless of the
negatively impact
from the three norms, is what
our behavior
elements of TPB, enabled us to
(attitude, norms),
the more intention change our
yet we kept buying
we have to behave attitudes and thus
Bavaria beer for
and make a certain enhanced our
over 4 weeks. 
purchase.  intention to buy it.
 Factor: Reference Groups

• We are all impacted by a number of individuals while making

purchasing selections in our everyday lives. As humans, we go
2nd Key Product: to great lengths to impress others.

• A reference group is the group whose point of view we are

considering. Now, our references might be vast or tiny,
Nana Tampons including a few family members or close acquaintances.
People's purchasing decisions are heavily influenced by
reference groups.
 Analysis:
Looking back to the theory applied for our decision to buy tampons, we’ll try to explain how
reference groups, in our case had a big influence on our buying behavior. 

Informal reference group: my sister. When she was in Morocco, she used to use pads
during her menstruation. However, after staying in London, she usually finds only tampons
as an option. She was obligated to purchase and try them for the first time. Afterwards, she
recommended this hygiene product for me, claiming that they are much better than pads,
cleaner and more discreate. 

Formal reference group: In a virtual presentation about sex and gender, considering the
expert’s opinion about the differences between tampons and pads, I changed my mind and
started buying tampons again. 
 Factor: Motivation

3rd Key Product:

L’Oreal Bodycare • Motivation is the result of tension generated by unfulfilled

Collection needs. In order to relieve stress, everyone tries to fulfill their
needs, wants, and desires. This is mostly determined by how
each  individual satisfies their wants, such as through their own
thoughts, reasoning, behaviors, and experiences.

•  As a result, Marketers try to take advantage of this chance to

influence purchasers' thought processes.
Analysis:
The price 

Social advantages 

Health advantages 

Contains  Natural component 

The European Cosmetics Regulation governs all their cosmetic goods and ingredients in
a thorough and strict manner 

Uses green products 

Social good