You are the advertising manager for a health food brand. Develop two different ad themes to appeal the consumer on two different levels in the Maslow’s hierarchy for the ad campaign

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Consumer Behavior
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Consumer Behavior
1. BMW, the luxury German car maker, stands for performance and luxury. The company
has grown its product line by targeting specific market segments. BMW’s full range of
cars includes 1 series, 3 series, 5 series, 6 series, 7 series, X3 SUV, X5 SUV, X6 SUV, Z4
and M. The 7 series was targeted to a group of consumers who were traditional and
wealthy. They liked to be showy with flamboyant cars. They didn’t like sporty cars but
preferred comfort and luxury, so BMW added electronic features like window controls,
airflow, night vision, etc. The X5 was created to target a group of customers who
weren’t born in wealthy families but had achieved success recently. They had taken up
activities like biking and golf
These customers needed a bigger car for their active lifestyles and big families. Discuss
on what dimensions (geographic, psychographic, demographic, behavioral) has BMW
segmented and targeted customers for the 7 series and X5 models. (10 Marks)
2. You are the advertising manager for a health food brand. Develop two different ad
themes to appeal the consumer on two different levels in the Maslow’s hierarchy for the
ad campaign. (10 Marks)
3. Enumerate the decision-making process you would go through in the following 2
purchase scenarios. Classify each of the scenarios into Nominal/Limited/Extended
Decision Making.
a. Buying your first car with the savings you have accumulated over the last year. (5 Marks)
b. Buying a new pair of running shoes. (5 Marks)
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