NESCAF COLD COFFEE

Presented By: Muhammad Asad Bin Faruq

13E00041 Section B
Presented To: Ms. Maryam Niazi
Consumer Behavior
Consumption Journal
CONSUMER PROFILE
Ten most consumed Items
Marlboro Cigarettes
Nescafe Cold Coffee
Nescafe Instant Coffee 3in1
Petrol
Mobile Topup
Jalalsons Sandwiches
Jalalsons Bread
Jalalsons Eggs
Jalalsons Biscuits
Axe Deodorant
PIE CHART
13
13
5
4
4
2
4
4
2
1
Frequency
Marlboro Cigarettes Nescafe Cold Coffee Nescafe Instant Coffee 3in1
Petrol Mobile Topup Jalalsons Sandwiches
Jalalsons Bread Jalalsons Eggs Jalalsons Biscuits
Axe Deodorant
By looking at the pie chart, it can be deduced
that my most consumed item is Nescafe Cold
Coffee, which is 25%, along with Marlboro
Cigarettes which is alsopurchased13 times
during the course of consumption.
Similarly Petrol, Mobile TopUp, Jalalsons
Bread, and Jalalsons Eggs share the same
frequency of purchase which is 4 and represent
8 % of the total purchasing individually.
Jalalsons Sandwiches and Biscuits also share
the same frequency of 2 with percentage
representation of 4 % and the least consumed
with frequency of 1 and percentage of 2 % is
Axe Deodorant.

LIST OF VARIABLES
Demographics
Demographics are the measureable statistics of a certain target segment, such as Age,
Gender, Marital Status, Education, Income, Occupation etc.
Psychographics
Psychographics can be defined as activities, interests and opinions (AIOS). It is also consists
of attitudes and preferences. Often these are buried within usand were all consumers.
Psychographic variables could be political leanings, attitudes toward global warming, religious
affiliations or non-affiliations, enthusiasms etc.

LIST OF VARIABLES
VALs (Values and Lifestyles
The main dimensions of the VALS
framework are Primary Motivation (the
horizontal dimension) and Resources
(the vertical dimension). The vertical
dimension segments people based on
the degree to which they are
innovative and have resources such
as income, education, self-
confidence, intelligence, leadership
skills, and energy.
CONSUMER MOTIVATION, NEEDS & GOALS
Motivation is the driving force
within individuals that impels them
to action. This driving force is
produced by a state of tension,
which exists due to unfulfilled
needs. Individuals strive both
consciously and subconsciously to
reduce this tension through
selecting goals and subsequent
behavior that they anticipate will
fulfil their needs and thus relieve
them of the tension they feel.

Needs are the essence of the
marketing concept. Marketers do
not create needs but can make
consumers aware of their needs.
Every individual has needs; some
are Innate, others are acquired.
Innate needs
Acquired needs
Extrinsic
Intrinsic.
Goals are sought after results of
motivated behavior.
Generic Goals: the general
categories of goals that consumers
see as a way to fulfill their needs.
Product-Specific Goals: the
specifically branded products or
services that consumers select as
their goals
MASLOWS HIERARCHY OF NEEDS
TRIO OF NEEDS
Need for Power
Need for Affiliation
Need for Achievement
PERSONALITY & CONSUMER BEHAVIOR
Personality
Personality comprises of the inner
psychological characteristics that
both determines and reflects how a
person responds to his or her
environment.

CONSUMER INNOVATIVENESS
The degree to which consumers
are receptive to new products,
new services or new practices is
called consumer innovativeness.
Consumer Dogmatism
Dogmatism is personality trait that
measures the degree of rigidity
(versus openness) that individuals
display toward the unfamiliar
information.
PERSONALITY & CONSUMER BEHAVIOR
NEED FOR COGNITION
A persons craving for enjoyment
of thinking.
VISUALIZERS VS VERBALIZERS
A persons preference for
information presented visually or
verbally. Visualizers require strong
visual elements in ads. Verbalizers
prefer written information, print ads,
and question-answer format
CONSUMER PERCEPTION
PERCEPTION
The process by
which an individual
selects, organizes,
and interprets
stimuli into a
meaningful and
coherent picture of
the world.
SENSATION
The immediate and
direct response of the
sensory organs to
stimuli is known as
sensation.
THE ABSOLUTE
THRESHOLD
The lowest level at
which an individual can
experience a sensation.
The point, at which a
person can detect a
difference between
something and nothing,
is called the absolute
threshold.
THE DIFFERENTIAL
THRESHOLD
The minimal difference
that can be detected
between two similar
stimuli is called the
differential threshold or
the just noticeable
difference (JND).
CONSUMER LEARNING
Learning Theories
BEHAVIORAL
THEORIES
Theories based on the
premise that learning
takes place as the
result of observable
responses to external
stimuli. It is also known
as stimulus response
theory.
CLASSICAL
CONDITIONING
Pairing a stimulus with
another stimulus that
elicits a known
response to produce
the same response
when used alone.
INSTRUMENTAL
CONDITIONING
Consumers learn by
means of trial and error
process in which some
purchase behaviors
result in more favorable
outcomes (rewards)
than other purchase
behaviors. A favorable
experience is
instrumental in teaching
the individual to repeat a
specific behavior.
OBSERVATIONAL
LEARNING
Individuals learn by
observing the behavior
of others, and
consequences of such
behavior. It is also
known as modeling.
CONSUMER LEARNING
Cognitive Theories
COGNITIVE LEARNING
THEORY
Learning through consumer
thinking and problem solving, this
enables individuals to gain some
control over their environment.
CONSUMER INVOLVEMENT
Focuses on the degree of personal
relevance that the product holds for
the consumer
a. High- involvement: Important in
terms of perceived risk.
b. Low involvement: Hold little
relevance.
ADVERTISEMENT ANALYSIS
Print Ad
AD DEMOGRAPHICS
Demographic Segmentation
Age 20-34, 35-49
Gender Male, Female
Marital Status Doesnt Matter
Income (PKR) 25,000 and above
Education College or University going students
and young professionals
Occupation Student and Working (Professional)
Family life Cycle Bachelors, Recently Married
AD PSYCHOGRAPHICS
SOCIAL CLASS AND VALS
This print ad targets upper, upper middle and middle class consumers who have
moderate to high level income, and are educated.
From VALs segments this ad is targeted towards Ideals and Self expressionists with
high motivation and resources known as Thinkers and Experiencers as the ad
displays young college or university going individuals.

NEEDS AND GOALS
The ad is making the consumer realize their Acquired Needs of spending the summers
with a cold drink. Also the ad may hint towards Extrinsic Needs as ad displays a group
of four relaxing in the company of Nescafe Cold Coffee.
The Ad by making the consumer aware of its needs is making the consumer work
towards a Product Specific Goal.

MASLOWS HEIRARCHY OF NEEDS
In reference to Maslows theory the ad evokes psychological needs, which are social
needs (belongingness and love) and self-esteem needs.
TRIO OF NEEDS
As per trio of needs the ad evokes the need for affiliations and achievement by
encouraging social gathering and accomplishing chilling out in the summer.
PERSONALITY AND CONSUMER BEHAVIOR
The ad is targeted towards innovative and less dogmatic consumers. Also, it is meant for
visualizers since there is very little written information about the product.
CONSUMER LEARNING
The Ad is in accordance of the Behavioral theory because the ice falling in the mug full
of coffee and young individuals laying their relaxing, are the external stimuli to which the
consumer will be attracted towards and would want buy the product.
Consumer Involvement is also being used here the targeted marketed of young
individuals is clearly shown in the ad.

THE END
&
THANK YOU