Consumer behaviour:

Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers) The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media) The behaviour of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Then ten concepts used in our Ad include:

Figure and Ground:

Its Stimuli those which contrast with their environment. It might include sound or visual illustration. Figure is more clearly perceived because it appears to be dominant. Figure is anything which is more prominent to viewers and ground is the base which carry figure. In Our ad the main idea is figure which is carried on ground that is T.V Different animations are used in the ad with hand movements making a figure for ad.

Uniqueness:
Uniqueness is what differentiates your product with others. Uniqueness in terms of packaging, management or quality. In our ad term of uniqueness is used in terms of hand movements which form different shapes making different forms and attracting consumers that what next shape will be.

Body parts of car are related with hand perfection creating uniqueness in mind of consumers

Brand personification:
It tries to recast consumers perception of the attributes of a product or service into a human like character. Many consumers express their inner feelings about product or brand in terms of their association with known personalities. In ad brand personification is associated with Sophistication which is for Upper class and charming people. In Our ad, car is one of the known brands mostly targeting Elite class who are sophisticated and concerned about their buyings. Hand movements are leading to different human like shapes which attract viewers that either car will also do the same or not. For example in ad shape of Horse is associated with Speed of car

Visualizers:
Consumers who prefer visual information and products that stress the visual. Some people perceive image as a whole others perceive it piece by piece. Visual ads attract more customers than verbal ad. Because there is more visual aids in it then verbal ad which is only spoken and listened. In our ad we are communicating verbally through hand movement giving viewers clear understanding of product.

Reliability:
It is the ability of a person or system to perform and maintain its functions in routine circumstances, as well as hostile or unexpected circumstances. In our ad element of reliability is presented with its never break down structure and cost effectiveness Reliability is shown that car can run on even deserts hence ensuring safety

Colour:

Colour psychology is the study of colour as a determinant of human behaviour. Colour has long been used to create feelings of coziness or spaciousness. However, how people are affected by different colour stimuli varies from person to person. In our ad black and white colours are most prominent colours. Black is the colour of authority and power, stability and strength used for car showing its sophistication, its grace and aesthetics White, for most of the world this is the colour associated with purity, cleanliness and the safety. White is also associated with creativity. Which is one of the prominent feature in this ad, Creative in the sense that it is creating an element of thought in mind of consumers that what next shape will be.