Consumer Behavior

Assignment - 2

Presented by:
Abhishek Kaul
Pranav Bomkanti
Sunil Kumar
Vibudh jain

Happiness Machines

Understanding the inner secret desires

Appeal to irrational, primitive impulses
Shift from need to desire
Make people want things they didn't need by systematically
linking mass-produced goods to their unconscious desires
Breaking the taboo on women smoking by persuading them that
cigarettes were a symbol of independence and freedom.

Gillettes Campaign

To shave or not
Debates and polls
AC Nielson data
Women prefer clean-shaven men
Promotions, trials in malls, newspaper, gyms, offices, Cineplex
Result - Increase in awareness, market share, sales, trials

The Engineering of Consent

Psychoanalysis
Masses are fundamentally Irrational
Manipulation through underlying desires
Power of conformity
Brain Wash
Products Therapeutic value

Examples
1. Cigarettes and Alcohol:
- Every one is aware about their harmful effects
- Their packaging also suggests the same
- Shadow Marketing

There is a Policeman inside all our Heads.

He must be Destroyed
Enabling individuals to acknowledge their inner instincts which had
been suppressed due to years of societal conditioning
Earlier: Business is King
Later: Consumer is King

Earlier: Profiting from mass produced

Later: Catering to individual needs & desires

Catering to Individualism
Dell Mass Customization Model
Enabling customers to decide the exact specifications of each product

Customization in Vehicles
Car manufacturers should add the option for greater customization in
vehicles, not just in aesthetics, but functionality as well

Eight people sipping wine in Kettering

Focus Groups
Read & fulfill the inner desires of self
Business == Politics
Swing votes
Primary Need

Category

Security & belonging

Mainstreamers

Status/esteem of others

Aspirers

Control

Succeeders

Self Esteem

Reformers

Swing it
Telecom Industry Churn

Employers - Attrition

Thank you