CONSUMER BEHAVIOURPROJECT PRESENTATION - SUV

PRESENTED BY: VIPUL GUPTA

ITEM ATTRIBUTES REFERENCENeed Car for joint family - space

Tough car for driving on poorly built roads / terrain areas

Luxury Safety High leg space for driver Higher clearance above the ground Increased headroom for driver

Train, K. E., & Winston, C. (2007). Puri, A., & Varaiya, P. (1995, June) Takubo, N., & Mizuno, K. (2000)

Usage The sheer thrill and passion of driving an SUV Excellent Mileage Higher towing capacity Carry Pets Higher cargo capacity

Wellings, T., Williams, M. A., & Pitts, M. (2008) Choo, S., & Mokhtarian, P. L. (2004). 

Benefits Functionality, space and comfort Imagery but at affordable prices fuel efficiency Undisturbed by floods / heavy snowfall High capacity cooling system Lesser damage – in event of accident Seating versatility

Sravan, D., Sampathrushi, K., Sarakamu, V. K., & Rao, P. H. (2015) Raj, M. P. M., Sasikumar, J., & Sriram, S. (2013).  

Motivation

More Horsepower young people get bored very quickly – Variety

seeking Make a difference Size matters- big size stands for status High disposable income Car finance options Better Grip on road

Rivara, F. P., Rivara, M. B., & Bartol, K. (1998) Choo, S., & Mokhtarian, P. L. (2004). 

PRODUCT CATEGORY DESCRIPTION : SECONDARY RESEARCH

NEWSPAPER ADS – RENAULT DUSTERELEMENTS OF ATTENTION &

INTERPRETATIONCOGNITIVE & AFFECTIVE

COMPONENTS

ELEMENTS OF ATTENTION & INTERPRETATION

COGNITIVE & AFFECTIVE COMPONENTS

ATTENTIONColor – Metallic brown on a light background. The contrasting combination is attractiveIntensity – The brand is less visible while the product is occupying majority of the spaceFormat – The word MEDIA NAV is written twice which is redundant because the font below “Intelligent” is not visible

INTERPRETATIONThe brand has repeated the “Big, Beautiful, and Efficient” communication from its previous ad because it could highlight the word “Intelligent” when users look through what is different in the ad. The word “Intelligent” when read for the first time on top of the ad, the users are free to interpret on the capabilities of the car.

COGNITIVE

MEDIA NAV is completely a cognitive benefit that educates user on the multiple features the car offers through simple touch mechanism

AFFECTIVE

The adjectives “Big, Beautiful, Efficient and Intelligent” personify the car to be a mixture of characters. A user will find himself/herself intelligent (say) when he drives the car

ATTENTIONColor/Background – The car placed in a mountainous and rugged area combined with the metallic green color of the car attracts readersPosition – While most cars are positioned in a smooth floor level, Duster’s front wheels are elevated representing its use in rugged environment where smooth roads are not available.INTERPRETATIONThe word “Adventure” combined with the green color of the car (different from the launch color which is brown) leaves the readers to interpret the unique features of this car. It is done to convey the message that the car is suitable to drive in Amazon forests.

COGNITIVE

The ad highlights a number of functional benefits through the small boxes at the bottom of the ad. A reader gets a detailed view of the benefits mentioned.

AFFECTIVE

The word “Unstoppable” makes the user feel fearless and full of rigor to achieve one’s goal. The messages and the positioning of the car try to portray that the car is for the explorers who would like to try new challenges often and consider them an adventure.

NEWSPAPER ADS – FORD ECOSPORTELEMENTS OF ATTENTION &

INTERPRETATIONCOGNITIVE & AFFECTIVE

COMPONENTS

ELEMENTS OF ATTENTION & INTERPRETATION

COGNITIVE & AFFECTIVE COMPONENTS

ATTENTIONFormat – The message written on the ad about wife is an immediate attraction to all male cricket enthusiasts.

Attractive Visuals – The placing of stump and ball right above the car and next to the message captures attention as there is least connection between car and cricket

INTERPRETATIONThe orange colored message along with the orange color of the car is a factor left for interpretation. Readers will try to connect the message “Talk to your Ford Ecosport” with the car itself and try to guess the additional feature it is offering during the cricket season.

COGNITIVE

There are no cognitive messages in the ad except for the car itself.

AFFECTIVE

The ad captures the emotions of the male cricket enthusiasts by using the word “fed up”. Cricket fans who would like to discuss various happenings would enjoy driving the car as it assures a virtual companion. The user will have a friend (car in this case) to share his thoughts. The ad however predominantly targets men.

ATTENTIONColor – While most ads are on a light background with a dark colored car, this ad is slightly different with dark shades of background and car color. This is because the ad tries to divert all the attention to the message “ Most Awarded”Format – The change of font for “Yet Again” is important because it tries to convey that the car has been consistently performing above par.Attractive Visuals – The ad is simple with a bright colored car to capture attentionINTERPRETATIONThere is less scope for interpretation in this ad because the message is direct and the users believe that the car has been doing well over a long period of time. The interpretation (even if its exists) cannot go wrong with the message given.

COGNITIVEThere are no cognitive messages in the ad except for the car itself.

AFFECTIVE

The message directly drives home the point that the users who already own a Ford are intelligent and that they have made the right choice while those who are yet to buy a car start believing or trusting the capability of the brand and the car portrayed in the ad.

MAGAZINE ADS – RENAULT DUSTERELEMENTS OF ATTENTION &

INTERPRETATIONCOGNITIVE & AFFECTIVE

COMPONENTS

ELEMENTS OF ATTENTION & INTERPRETATION

COGNITIVE & AFFECTIVE COMPONENTS

ATTENTION• High quality photo make for a great visual impact• SUV’s full focus with vibrant color but rest of the

background isn’t• These size of the car covers most of the ad• The logo of Renault helps generate brand

familiarity• Main portion of the ad is clutter free with well

placed text• Highlight text colour is same the SUV’s

INTERPRETATION• The tagline helps people understand that success

association• The SUV’s photo is clicked while in motion on a

clean road which is a cue for its speed, quality and elegance

• Highlighting multimedia features focuses on psychological traits of tech savvy people

COGNITIVE

Mention of offers, additional benefits, features of the SUV, certifications etc are cognitive elements of the ad

AFFECTIVE

“Expect more, get more” line emphasis the expectations and feelings a customer has with an SUV.“Navigate the road to success” appeals to the high achievers

ATTENTION• Brand new car being driven on a rough terrain showing its

ruggedness & handling• Muted colour of the car to appeal to general public• Inset photos of various features to highlight them• The logo of Renault helps generate brand familiarity• Coloured text to highlight important features• Clutter free ad with focus only on main features

INTERPRETATION• Highlight is on differentiating factors for

customers who like a vehicle which stands out• Mention of offer to make potential consumers

to want to buy it is early & show attractability

COGNITIVE

The ad mentions eco features, mileage, unique features etc. which are the various cognitive components which convey important functions of the SUV

AFFECTIVE

“SUV of the year” award line shows consumers trust in the brand and appeals to those who like best of the lot

MAGAZINE ADS – FORD ECOSPORTELEMENTS OF ATTENTION &

INTERPRETATIONCOGNITIVE & AFFECTIVE

COMPONENTS

ELEMENTS OF ATTENTION & INTERPRETATION

COGNITIVE & AFFECTIVE COMPONENTS

ATTENTION• The factor that captures maximum attention is the

colorful background of graffiti of the poster• The contrast color of the car is also another chief

criteria that captures attention

INTERPRETATION• The digital screen with the message about

Bluetooth indicates the advanced features incorporated in the car

• The colorful graffiti on the compound wall may cause the readers to think about the reason behind it.

COGNITIVEThe side messages on SYNC, ground clearance, water wading capability are concrete functional benefits of the car.As the font size is small and the positioning of the message is subtle, a typical reader may miss out on the details

AFFECTIVEThe placing of the car near a pavement outside a huge apartment in the city, drives home the point that the car is suitable to use and park in city even though the car is a cross over SUV

ATTENTION• Open car door draw attention like it is opening

of wings• The high contrasting foreground with

background makes the SUV stand out• The ad only has the vehicle and the brand

name

INTERPRETATION• Mention of “all-new” gives the impression that

this is a better version of earlier model• SUV is parked with the washing machine inside

which signifies you can carry big items anywhere with ease

• The dimension drawn helps consumers understand just how spacious this SUV is

COGNITIVE The dimensions drawn helps consumers understand the space offered by it

AFFECTIVE There are no affective elements

TV Advertisement ROUTE OF PERSUASION COMPONENTS OF COMMUNICATION

TYPE OF REINFORCEMENTS

https://www.youtube.com/watch?v=ZiOnQR6PmV0

 

Central: The car is shown to clear all obstacles with its features of 200 mm ground clearance

Cognitive: The features of the car are highlighted. The main focus is on 200mm ground clearance which will clear all obstacles

Positive Reinforcement: “Get busy living” is being promoted by the advertisement. The advertisement shows people enjoying driving the car irrespective of the obstacles of the road.

https://www.youtube.com/watch?v=sKphjmGrvCk

 

Central: There is a persuasion that the car can easily travel on a surface that is not flat and is hilly. The TVC talks about the features of car throughout

Cognitive: “Hill launch assist”, Smooth movement against the gravity, 3 second break hold, smooth driving no matter which side the car is facing. These are some of the features the TVC is focusing.

Mild positive reinforcement: The TVC talks about the good features of the car and how one can benefit from it while driving on a hilly terrain

TV Advertisement ROUTE OF PERSUASION COMPONENTS OF COMMUNICATION

TYPE OF REINFORCEMENTS

https://www.youtube.com/watch?v=nY42P1Bj_b0

Central: The TVC talks directly about the car and its various features are listed

Cognitive: The various features of the car are highlighted like powerful engine, fuel efficiency, “Big, Beautiful and Efficient SUV”

Positive Reinforcement: The TVC says that the car gives the power you need, the space you deserve. It also says in the end that expect more, get more offer from Renault

https://www.youtube.com/watch?v=3fU5O4lHads

 

Peripheral: “The Unstoppable Indian” is the main focus of the TVC which shows John Abraham in Madras café and his brave activities. The car is introduced in the end

Affective: The qualities of an unstoppable Indian are highlighted “The Unstoppable Indian is all about strength, the one that boasts about its nation , he deserves the power he needs because he is loaded with determination”

Positive Reinforcement: The car is for an unstoppable Indian who is full of strength, determination, etc

https://www.youtube.com/watch?v=i4c2SKSaiGY

 

Central: The TVC talks that there are many phases of India when you see it through Renault Duster and the car is designed for such unstoppable India

Affective and little Cognitive: The car shows the unstoppable India which is progressive. The advertisement also highlights “Big, Beautiful and Efficient SUV”

Mild Positive Reinforcement: The car is made for the unstoppable India which is unrestraint, unflappable

FORD ECOSPORT

RENAULT DUSTER

TV ADVERTISEMENTS

CONSUMER SECTION A2 A3PURCHASED SINCE Sep 2012 (3 years) Dec 2013 (2 years)

CONSUMER BACKGROUNDMale, Manager at Big Bazaar; five person family; parents live together

Business man; owner of a bakery in Calicut city; four member family

RENAULT DUSTER FORD ECOSPORT

CONSUMER LEVEL DATA

IDENTIFICATION OF NEED

The respondent travels frequently within the city. Hence he requires a car that is easy to drive in Kozhikode considering the road conditions and climate

The consumer and his family likes to travel and go on family trips quite often. Hence, the car should support long travels in all aspects.

The consumer wanted to upgrade from hatchback (Ford Figo)

The user did not want to buy a Sedan because he wanted a car with a good ground clearance

The consumer wanted good visibility when he is on the road

The user also required a cheap running cost

INFORMATION RESEARCH

The consumer relied on print as well as TV advertisements to know about the features of the car. He did his research to find,Price – to ensure that it is within his budgetSize – to ensure that it is comfortable for 5 people to travelGround Clearance – the user wanted higher clearance

The user witnessed the car for the very first time in a mall in Kochi and was attracted to it. The consumer did his research to find,Price – to ensure that it is within his budgetEngine Options – the user wanted to buy a diesel engine. However, the petrol engine of eco-sport was considered to be the International Engine of 2013 and hence, the user changed his decision about it.

EVALUATION OF ALTERNATIVES

The consumer’s family consisted of five members and hence he did not want to buy a hatchback. The alternatives he evaluated for SUV were Scorpio, XUV, Tata Safari and Duster. He narrowed it down to Renault Duster because the other options were big and heavy SUVs that would not suit Kozhikode. Renault Duster is a pseudo SUV which is relatively easy to drive in the city as well as less expensive compared to other options

The consumer had three cars to choose from – Renault Duster, i20 and Ford ecosport. He did not go for Duster because it was expensive by 2 lakhs and the user did not like the ergonomics of the car. He eliminated i20 because the ground clearance was low and the steering was light. Since the consumer already owned a Ford car, he considered the brand reliable.

PURCHASE PROCESS

The car was purchased on finance from a dealer “Renault Calicut” in Mavoor Road, opposite Focus Mall. The booking was done in August, 2012 and the car was supposed to be delivered in the first week of September, 2012. However the car was delivered in the last week of September, 2012.As there are no other dealers in Kozhikode for Renault, the dealer had a monopoly and the sales personnel were snobbish. The user did not have a very pleasant experience at the store.The outlook of the store was considered to be below par by the user as the store had less space and was not well maintained (compared to Hyundai and Skoda)

The car was purchased on finance from Muthoot Ford at Kannur Road.The consumer had a very good experience at the store as he was a repeat consumer. However, the delivery time was not promised. The booking was made in August, 2013 and the promised delivery was in October, 2013. The actual delivery happened in December, 2013. The sales personnel were very transparent about the delivery time and offered many color options.According to the user, the store is spacious. On the day of delivery, a ribbon was tied to the car and a family picture was taken which was later framed and presented to the consumer.

POST PURCHASE EVALUATION

The user is satisfied to a certain extent as he considers the car served his principle purpose. However, the vehicle developed rattles within 6 months and the user found the service cost much greater than he expected. Affective Performance – HighInstrumental Performance – HighSymbolic Performance – LowThe user is slightly dissatisfied about the car being overpriced. After using the car, he realized that the quality was similar to that of Swift.

The user did not face any problems with the vehicle and considers it to be good enough. The post purchase service is also prompt if the appointments are booked in advance. Affective Performance – HighInstrumental Performance – HighSymbolic Performance – HighThe user feels that the car could be slightly lower in price.

Renault Duster

Peripheral route

Affective Component

Ford Ecosport

Central route

Cognitive routePositive

Reinforcement

MANAGERIAL IMPLICATIONS

Parameters

Price

Favorable Unfavorable

Ergonomics

Purchase experience

Post purchase evaluation

GAP ANALYSIS INSIGHTS

Ego Needs Mass Needs

Single, young earning youth more influenced by internal factors

Influences Parameters Ratings

External Influence

Culture – SubcultureDemographics

Social Status

Reference Groups

Marketing activities

Internal Influence

Perception

Learning

Memory

Personality

Emotions

Attitudes

External Influence•Culture•Other-Oriented values: Least•Environment-Oriented values: Medium•Self-Oriented values: High•Gen Y is the main target •Renault Duster advertisement: Play on Ego needs of consumer•Group Influence: High

Internal Influence•Selectively get exposed•Zapping occurs frequently•Cognitive and Affective components used•Renault Duster focused upon independent self-concept

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