Comm 2071 Presentation V1.4

COMM 2071 Media Audiences and Consumers Behaviour Chia Wei Hsien, Benjamin

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Koh Zhen Sheng, Royston

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Tan Jian Da

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Lin Jun Jiang

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Lim Wei, Eric

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Low Puay Hoon, Sharon

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Picture of a bubble tea store front

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Our topic  Select

and prove the factor that is most critical in the buyer characteristics.

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Agenda  Our

interpretation of the 4 factors in buyer characteristics  Herd instinct?  Our scenario  The 4 factors in buyer characteristics    

Cultural factor Social factor Personal factor Psychological factor

 What

we think… 4

Our interpretation of the 4 factors in buyer characteristics Changes

Personal Cultural Culture Sub-culture Social class

Social

Age and life-cycle stage

Psychological Motivation

Groups Family Roles and status

Occupation Economic situation Lifestyle

Perception

Buyer

Learning Beliefs and attitudes

Personality and self-concept

Shapes

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Herd instinct?  Remember

lecture?

lecture 1? Or did you missed the

 According

to Mark Earls (2007), marketers must learn to accept that people do not act autonomously  largely follow what other people do  humans tend to reinvent what others had done or what others will be doing 

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Herd instinct?  Important 

for marketers

yield higher profits for businesses

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Our scenario Bubble Tea Craze  Introduced to Singapore during the early 90s 

Sold in stalls in Night Bazaar @ S$4.50 per cup with only 2 flavours  Green Milk Tea with pearls  Red Milk Tea with pearls



In the late 90s, shops selling bubble tea were opened one by one with an average cost of S$2.50 per cup



More flavours to choose 8

Our scenario  Expensive  People

still queue to purchase the drink

The question is…  Since it is not a cheap beverage, why are there still so many people queuing?

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What say you? 

When you buy bubble tea, what pushes you to make the purchase?



I am a Singaporean and therefore I should drink it. My “bestest” friend is drinking it. I should drink it too! I’m filthy rich. Get me a bubble tea NOW! Gimme gimme… gimme gimme more… I’m thirsty.

  

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Cultural factor

Personal Cultural Culture Sub-culture Social class

Social Groups Family Roles and status

Age and life-cycle stage Occupation Economic situation Lifestyle Personality and self-concept

Psychological Motivation Perception

Buyer

Learning Beliefs and attitudes

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Cultural factor  Culture   

Kiasu culture Everyone has it, so I should try too No restrictions to races or religions

输 不 输人 型 (In

ien Hokk

u se

: shu

ai sh ng m

h)

la

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Cultural factor 

Subculture   



Basic personalization drink to suit own preferences Convenient Influx of Taiwan media featuring Taiwan lifestyle

Social class 

No restriction to individual social status and class

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Social factor

Personal Age and life-cycle stage

Cultural

Social

Culture

Groups

Occupation

Sub-culture

Family

Economic situation

Social class

Roles and status

Lifestyle Personality and self-concept

Psychological Motivation Perception

Buyer

Learning Beliefs and attitudes

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Social factor  Groups  

Peer pressure Existence of opinion leader among the group

 Family  

Children influences Growing affluence

 Roles 

and status

Social role to play within the group 15

Personal factor

Personal Age and life-cycle stage

Cultural

Social

Culture

Groups

Occupation

Sub-culture

Family

Economic situation

Social class

Roles and status

Lifestyle Personality and self-concept

Psychological Motivation Perception

Buyer

Learning Beliefs and attitudes

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Personal factor  Age

and life-cycle stage

 Most

buyers were students, young professionals and tourists  Anyone can purchase regardless their age and status  Occupation  N.A.

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Personal factor  Economic

situation

 Strong

economy growth after the 1997 recession  Prices of the bubble tea are still lower than other beverages.  Growing affluence of the society

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Personal factor  Lifestyle  Warm

and humid environment  Sweet drinks are preferred by the young  Personality  Deemed

and self-concept

as cool because everyone drinks it

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Psychological factor

Personal Age and life-cycle stage

Cultural

Social

Culture

Groups

Occupation

Sub-culture

Family

Economic situation

Social class

Roles and status

Lifestyle Personality and self-concept

Psychological Motivation Perception

Buyer

Learning Beliefs and attitudes

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Psychological factor Motivation  According

to Maslow’s hierarchy of needs

 most

basic physiological needs >> thirst  socials need >> satisfy the sense of belonging  self esteem >> dominant member will attempt to also introduce and display his/her “preferences” towards the drink and make recommendation

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Psychological factor 

Perception 

 

Opening of more bubble tea outlets of different brands >> created an environment >> individual interprets the information >> form a perception Similar to the local drink, 奶茶 >> easy for new drinkers to adapt Food and beverage store + Long queue = good taste

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Psychological factor  Learning 





Good feedbacks >> stimuli >> buyer re-affirm the motivation to buy bubble tea News reports and other publications >> curious by nature >> thus will purchase to try and give their own judgment Association with the people around

 Beliefs 

and attitudes

Individual perception + learning >> shapes belief

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What we think… Cultural

Social

Personal

Culture will spark the initial interest and shape the guidelines to the consumer’s choice

Psychological Individuals have trigger points for certain traits. Example, long queue means popular or good

Opinion Leaders influence consumer’s opinion of a product

Humans are inquisitive, positive feedback from different channels will prompt individuals to try the product. Based on earning, interest and lifestyle, the consumer will decide if the product fit into his daily habits

The information gathered will shape the individual’s perception of the product The consumer will satisfy his immediate needs first 24

What we think… 

Psychology factor will affect the final consumer decision



The information which the consumer have gathered will shape the consumer’s perception



There are trigger points which consumers associate with to a good product. For example long queues or branding.



Consumer motivation and decision differ between products that depend on their level of importance or interest 25

What we think…

Personal

Cultural Culture Sub-culture Social class

Social

Age and life-cycle stage

Groups

Occupation

Family

Economic situation

Roles and status

Lifestyle Personality and self-concept

Psychological Motivation Perception

Buyer

Learning Beliefs and attitudes

Most Critical

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Thank you 27

References 

  

http:// www.asiacase.com/case/studResource/cool_report.htm (accessed 05 March 09) http://newpaper.asia1.com.sg/printfriendly/0,4139,11247 6,00.html (accessed 05 March 09) http://www.marxists.org/archive/bax/1918/01/instinct.htm (accessed 07 March 09) http://www.brandrepublic.com/InDepth/Features/635501/ Tap-herd-instinct/ (accessed 07 March 09)

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