Consumption Journal
Analysis
Sample
Phase I
Maintaining a Consumption
Journal
Phase II
Selection of 10 Products
Nestle Milo Drink
Introduction
• Milo is an instant vitamin and mineral
enriched drink energy drink
• It is a blend of milk, coco and other
vital
components
that
provide
immediate refreshment to drinkers
• It is the choice of the children and the
youngsters
Ad Analysis
Milo Ad Analysis
• Energetic and Sporty Lifestyle
• Targeting the Self-oriented values
• Use of Green colour
 It symbolizes health, growth, renewal,
life, nature, good luck, and high spirits
of motivation
 green color also helps to calm down
blood pressures and motivates depress
people to return to a healthy life
• Attracting the chocolate lovers -the rich
cocoa color of the drink tantalizes the
taste bud
• It is also providing the recipes to
prepare the drink at home, eradicating
all the hurdles to try it
• The minor details like sizes available,
packaging, preparation tips, nutritional
value helps in decision making process
Relevance of the
Advertisement
• Perfect usage of media- they have targeted
the energetic, active and sporty lifestyle
of the youth because such energetic and
offbeat advertisements attract the youth
• The descriptions on the packaging are a so
influential as they are revealing the
energetic,
nutritious,
mineral
and
vitamin-enriched qualities of the drink
• The visual graphics of the ad are
perfectly portraying the real essence of
the product
• In the light of consumer behaviour concepts
this ad is relevant enough to cater the
target market efficiently.
Demographics
Demographics describes a population
in term of its size, structure and
distribution
• Children and the youngsters (Generation Y)
• Most of the consumers of Milo are
financially dependent upon their parents
• Educated and well aware urban population
 Health conscious
 Sports lovers
Lifestyle
Lifestyle focuses on how the individual lives
• They are highly involved in sports like football,
cricket, badminton, basketball
• They exercise in gyms like Shapes, Sukh Cha’n
Wellness Club, Gymkhana
• College and school cafes, side bars in gyms and alleys
are the places from where they purchase such drinks
• They like to
recreations
do
hang-outs
and
love
outdoor
• They spend much of their pocket money on fast food,
sports, music, clothing and movies
Social Class
The consumers of this social class belongs to:
Upper
middle
Class
Upper Class
Milo
Consumers
Household Structure
• Young single stage
• Married with young children stage
• Solo parents stage with young children
These stages show that the main
consumption of this drink is in those
households where there is significance of
youngsters and children
Reference Group
Reference group is a group that an individual
uses as a guide for behaviour in some
specific situation.
• Informational influence
• Word-of-mouth (friends circle and team mates)
• Visible brand name of Nestle makes the group
influence stronger
• Healthy and energetic ingredients are also a
major source of influence
Culture
•
•
•
•
•
Culture includes knowledge, beliefs, customs,
habits acquired by an individual as a member
of a society.
In our culture the targeted population behaves in
following ways:
Youth is vital, active, enthusiastic and highly
involved in sports & outdoor recreation
They adapt Courageous and Independent
behaviours
Expriencers-savour new and in-vogue stuff
They value their friend’s opinions and usually
follow them
Health conscious people
IDENTIFICATION OF CONSUMER
BEHAVIOR CONCEPTS
IN THE LIGHT OF THE UFONE PRE-PAY
ADVERTISEMENT
• A striking combination of orange, green and
white is used
• Part of marketing strategy
• Stimulates and persuades users to try the product.
• It adds life to the product packaging and seeks
attention
• Endorsement of young celebrities is a source of
motivation
IDENTIFICATION OF CONSUMER
BEHAVIOR CONCEPTS
IN THE LIGHT OF THE UFONE PRE-PAY
ADVERTISEMENT
• Color combination of orange and
green is evolved from a ritual of
Netherlands where,
• orange is regarded as royal color
• green is regarded as a symbol of
growth
• white symbolizes simple living
- INEXPENSIVE ROYALTY-
DEMOGRAPHICS
• Size individuals in the population
• Structure age income, education and occupation
• Distribution location of the population in terms of urban,
sub-urban, rural etc
DEMOGRAPHICS
1. Individuals who have limited budget
2. Younger generation
•
Financial liabilities
•
Children who are financially dependent
DEMOGRAPHICS
Education is not a relevant factor
Occupation:• Mainly blue-collared,
• Limited budget people
• The students who are dependent on their limited
pocket-money or other forms of financing done by
their parents mainly
Income factor:•
•
•
•
Middle class
Lower-middle class and
Lower class
As well as the children of upper-middle class
DEMOGRAPHICS
Population Distribution:• Used by the people of all areas, whether
they belong to urban, sub-urban or the
rural areas with
• Financial pressures
• Budget limitations
However, exceptions are always there and as we
know that we, here are talking about the general
and frequent users of this lawn
PSYCHOGRAPHICS AND ITS
DETERMINANTS
• Demographics (discussed
earlier)
• Social Class
• Reference groups
• Households
• Emotions
• Personality
• Motives, Perception and
Learning
• Marketing activities
• Culture, Values and
Norms
SOCIAL CLASS
• Price range lies between Rs.100 to Rs.1000
• Used by the lower and middle class
mainly
• Children of upper-middle class as well as
the working class
• Experiencers (VALS)
• This ad is majorly depicts the university,
college going students or youngsters
which are money dependent
REFERENCE GROUPS
• Informational group influence is
prevalent
• Young people are well-integrated
• Meeting and seeing each other more
than one time in a day
• Having similar connections will lessen
the financial pressure to a greater
extend.
REFERENCE GROUPS
• Brand is visible and of a household use
• The group influence will be low for a prepaid connection as it is a necessity.
• However, the group influence for the choice
of that connection may be high
• Ad is mainly catering the people who are
financially committed, burdened or
dependent, therefore the product is relevant
to the reference groups which ultimately
increases the group influence.
HOUSEHOLDS
• Dependency of households over each other is
relatively higher and mainly family households
are seen
Household life Cycle
Financially committed or dependent people, we will
se that the consumption rate would be relatively
higher among
• Young Single Stage (living at home, working)
• The solo parent I: Young solo parents stage
• The solo parent II: Middle-aged singles with
children at home
IMPACT OF CULTURE ON CONSUMER
BEHAVIOR AND ADVERTISING
• Performance vs. Status orientation
• Tradition vs. Change orientation
• Active vs. Passive orientation
CULTURE
Pakistani society is a:
• Status oriented society
showing real
target market, i.e. the lower, lower-middle and
middle class, it may be stereotyped and positioned
as a cheap brand
• Change welcoming society
showing a
twisted ad with changed elements of style, fashion
with the competitive rates
• Passive oriented society
prefer leisure over luxury
where they
TIME PERSPECTIVE IN THE LIGHT
OF THE AD
Polychronic Society
• Where many things are done at the same
time i.e. university, work, party, hangouts, and sometimes working part-time
as well
• Highly distractible due to load of work
and promises and leisure activities
AGE SUBCULTURES W.R.T THE AD
• Targeting GenY
• High conformity to the new innovative ideas
• Experiencers: less money but so much to adventure and
experience
• Acquire independence or minimum dependence of their
parents
• Daring and rebellious
• Consider themselves as right
• Diverse generation where if there are sportists, groovers, and
stylists on one hand but on the other there may be loners and
fringe dwellers etc.
AGE SUBCULTURES
Actually are targeting both
Generation Y as well as the
lower, lower-middle and middle
class members of Generation X
RELAVENCE OF THE AD WITH
CONSUMER BEHAVIOR?
Ads of Ufone pre-pay generally show
• Youngsters (or Youth) here is depicting an
energetic class who are daring technophiles,
always ready to come up and try different
innovations
• These young people are well-integrated,
meeting and seeing each other more than
one time in a day
• The activity of these people make them to
influence each other
RELAVENCE OF THE AD WITH
CONSUMER BEHAVIOR?
• Not only catering and targeting the youngsters
• They are trying to target all the financially
committed people in an elegant way
• Showing blue-collared middle class or lower
class may not be that effective
• stereo-typing and perceiving the brand
• position the product in an undesirable manner
• reducing the sales and customers of Ufone prepay
RELAVENCE?
Therefore, we can say that
youngsters, as shown in the ad,
on one hand are a great symbol
of budget limited, financially
dependent people who on the
other hand are innovative,
active and excessively
influential
RELAVENCE OF THE AD WITH CONSUMER
BEHAVIOR?
CONCLUSION
YES! Ufone advertisements very much
fit into the identified target market
both directly and indirectly, yet in a
great elegant economical way