The Evaluation of Consumer Behaviour Theories Adapted by Polo Ralph Lauren

CONTENTS

Contents …………………………………………………………………………………………………………………2

1 Introduction..……………………………………………………………………………………………………….3

1:1 Consumer Behaviour …………………………………………………………………………………3

1:2 Advertising …………………………………………………………………………………………………3

1:3 The Brand …………………………………………………………………………………………………..3

2 Analysis and evaluation of theories adapted..….………………………………………………..3

2:1 Perception theory……………………………………………………………………………………….3

2:2 Attitude theory……………………………………………………………………………………………5

2:3 Personality theory (brand personality)……..………………………………………………6

3 Conclusions………………………………………………………………………………………………………….6

References……………………………………………………….……………………………………………………..7

Appendix I……………………………………………………….…………………………………………………....8

THE EVALUATION OF CONSUMER BEHAVIOUR THEORIES ADAPTED BY POLO RALPH LAUREN

Introduction

The purpose of this paper is to analyse and evaluate some of the most important theories in consumer behaviour. These theories include the perception theory, motivation theory, learning theory, among others and how these theories are applied through message appeals and segmentation. The Polo Ralph Lauren product – Polo Black has been chosen to complete this paper (see appendix I) and the theories – perception, attitude and personality have been identified in the chosen advert.

1:1 Consumer behaviour

The term consumer behaviour is defined as “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon and Rabolt, 2004). Consumer behaviour can be analysed through various theories such as perception, memory, motivation, attitude, among others. Marketers employ these theories to their advertisements so as to influence the purchasing decisions of consumers.

1:2 Advertising

Advertising is a stimulus in which marketers have become very creative with to gain consumers attention to their products and communicate with them (Solomon and Rabolt, 2004).

1:3 The brand

Ralph Lauren brand is known as a leading fashion brand synonymous to luxury. Ralph Lauren Polo Black is a sophisticated fragrance created to appropriately transit between engagements during the day and into the evening. During the day, its fresh, complex array of citrus and spice will carry the modern man throughout the working day. However, as the softer essences start to fade, Polo Black transits into a heavier masculine infusion, making it an appropriate night time scent for after hour affairs.

2. Analysis and evaluation of theories adapted

2:1. Perception Theory

Consumers act and react on the basis of their perception, and not on the basis of objective reality. Perception is the process of converting sensory memory input into the understanding of how the world works. Through advertising, marketers create and shape consumers’ perceptions of their products by positioning their offerings as fulfilling consumer’s needs and delivering important benefits. From the advert, we can say the Polo brand is offering some sense of relaxation and confidence. Looking at the advert, the perception theory can be identified in three perspectives: physical perception, object perception and semiotic.

(a)Physical Perception

This occurs though the human senses. Sensory inputs provide sensations that can be received on a number of channels. Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, colour and sound (Solomon and Rabolt 2004).

Marketers rely heavily on visual elements in advertising. The meanings of the visual elements used within advertisements are communicated on the visual channels through the product’s colour, size, styling, brightness and distinctiveness. Thus, colours used in advertisement play an important role as it is a powerful way to draw attention to a product or to give it a distinct identity. In the “Polo Black” commercial (see appendix I) the colours black, white and blue have been used. The colour black is associated with power, elegance, and formality. White is considered a colour of perfection and blue symbolizes confidence and intelligence. This depicts that the Polo Black perfume is for confident, powerful and high class people. The physique of Polo Black is seen in its formal black and bold solid exterior which gives the consumer an impression of exclusiveness. However, the black background diminishes readability of the advert as it does not make the product which is being advertised conspicuous. In addition, the size of the brand in the advert does not command enough attention from consumers.

The package design (flask-like shaped appearance), physical attributes and sex of the model used in the advertisement depicts that the Polo Black fragrance is designed for men.

(b)Object Perception

This is the impression or image consumers have of brands. From the advert, Polo Black is perceived as a product that increases one’s charm and comfort.

(c)Semiotic

When it comes to interpretation of symbolism every marketing