Consumer Behavior- Research on Advertisements

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PremierUniversityChittagong

Semester : 8th

Department : Marketing

Subject : Consumer Behavior Consumer Behavior

Submitted To : Mrs. Sadia Akhter Mrs. Sadia Akhter

Assistant Professor,

Premier University, Chittagong.

Submission Date: 10/03/2011



Prepared By:

Towhidul Islam Chowdhury

ID No.: 0613111482

Md. Rokebul Ahsan Khan

ID No: 0613111496



To

The Course Instructor,

(Mrs. Sadia Akhter),(Mrs. Sadia Akhter),

Assistant Professor,

Premier University, Chittagong.

Subject: Prayer for submission of an assignment.

Madam,

We are the student of 8th semester (Marketing), Batch-13. You are

our course instructor for the subject of “Consumer Behavior”. Recently,

you give us an assignment about the theme of different advertisement

which is related with consumer behavior. In that case, we prepared it.

We therefore, pray and hope that you will receive our assignment

and oblige thereby.

Yours obediently,

Towhidul Islam Chowdhury

ID No.: 0613111482

Md. Rokebul Ahsan Khan

ID No: 0613111496



Introduction:This is an assignment about the advertisement, which is mainly created for

different themes of advertising such as the defense mechanism and the trio of needs

which includes: Power, Affiliation & Achievement. Now we want to try giving answer

two questions.

Question 1

Find two advertisements that depict two different defense mechanisms

and discuss their effectiveness.

Answer: There are different types of defense mechanisms exist. Now we try to answer

two of them with example.

Daydreaming

The selected image is an example of daydreaming of a child to

daydreaming in the real life. The “Farm Fresh” Milk has so pure & chemicalfree. Which one drinking it may be his dream to a barrister one day.



Aggression

This selected image shows the aggressive mood of some cricket whose

are playing in Indian cricket team. Their faces shows that an aggressive

behavior of taking or drinking PEPSI. Without PEPSI, they can’t work very

much well and cannot do what they want. So, anyhow, they need PEPSI cola.



Affiliation NeedThe behavior need suggest that behavior is strongly influenced by the desire for

friendship, for acceptance, for belonging. People with high affiliation needs tend to be socially

dependent on others. The affiliation need is very similar to Maslow’s affiliation need.

For example, the recent Banglalink advertisement showed where the

slogan used “Ofuronto SMS”. It suggests that behavior is strongly influenced

by the desire for friendship, for acceptance, for belonging. Teenagers with high

affiliation needs tend to socially depends on their friends. The Particular ads areappeal to the affiliation needs of young adults.



Achievement

Individuals with a strong need of achievement often regard personal accomplishment as

an end in itself. The achievement need is closely related to both egoistic and self-actualization

need. People with a high need for achievement tend to be more self-confident, enjoy takingcalculated risks, and actively research their environment and value feedback.

The layout that we have selected is an example of achievement needs is

very much about achieving something. It’s about achieving an apartment. The

copy as well as image used in the layout appeals the achievement need.

Consumer Behavior- Research on Advertisements

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