BML222 Consumer buyer behaviour Consumer buyer behaviour blogs and portfolio 9th December 2016 Student Number 1502622
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Contents 1. Introduction 2. Blogs 2.1 Internal determinant 1: How companies use smell to enhance the buyer experience 2.2 Internal determinant 2: How personality stereotypes are used to influence purchase decisions 2.3 External determinant 1: I am generation Y/Z because… 2.4 External determinant 2: Reference groups that influence my purchase decisions… 3. Portfolio 3.1 Campaign 1 The Smell of Marriot 3.2 Campaign 2 Brew Dog’s personality 3.3 Campaign 3 Lego’s personality 3.4 Campaign 4 Facebooks appeal to generation Y 3.5 Campaign 5 Scherzinger as a referent power 4. References
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Introduction 2
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“Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer� (Rani, 2014). There are many different factors to what causes a consumer to purchase a product, both internal and external. Marketing is constantly evolving enabling brands to appeal to both the conscious and the subconscious.
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Blogs
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2.1
Individual determinant 1: How companies use smell to enhance the buyer experience
Smell is the most powerful memory recall we have; “about 75% of all the emotions we experience on a daily basis are generated by what we smell – not what we see or hear” (Bell and Bell, 2007) . Many people detect smells that take them back to a certain point in their lives, sometimes when they cannot even identify what the smell is. “Smell goes into the emotional parts of the brain and the memory parts, whereas words go into thinking parts of the brain” (Rooks Jr, cited in Holohan, 2012). They can alter emotions and enable customers to feel more relaxed to buy. Many businesses are aware of this idea that enables them to scent their commodities to seduce customers into buying their products and/or services. “With a nice fragrance, customers may linger longer, and lingering longer can turn into brand loyalty.” (Signorin, 2013). An example of a company using smell to enhance the customer experience is rolls Royce who, after a decline in sales, found that the cause of the problem was the scent of the new cars as they did not smell like the traditional Rolls. To combat this Rolls Royce captured the woody smell of a traditional car and have begun inserting the spray into their new products. “…in the car it mixes psychologically with sight and other senses to produce a wonderful effect." (Hadland, 2000). Rolls Royce is in no way alone in realizing how important the sense of smell is. ‘Air Aroma’ a company who create scent marketing have many famous customers such as Zara and The London Hotel (Air Aroma, 2016). They offer companies the opportunity to create their own signature scent to perfectly represent their company. Marriot is a chain with a mission to atain the same standard in all of their hotels globally. To help this they have developed their very own scent (Marriot, 2016). “Marriot hotels across the world use its customized fragrance Atune to create a sophisticated first impression…notes of vivacious cassis, sweet fresh apple and deep lingering musk” (Gao, 2015). This subconsciously reminds their customers of the high class experience they have had in Marriots previously and reassures them that they can depend on the hotel. In Lapland UK the actors playing Elves in mother Christmas’s kitchen use a cinnamon and ginger spray to encourage the belief that they have just been making cookies (Actor, 2016). This has been proven to be effective “We followed the windy snowy path all the way down to Mother Christmas' kitchen… knew it could not be far as we could smell the sweet scent of gingerbread in the air.” (This Surrey Mummy blog, 2015). The power of smell is shown here as all the customer needed to do was follow the scent to the next part of the adventure. 2
1502622 The smell of a product is very important to me. For example, my mother used Pantene on my hair since I was a young child and now, whenever I use the product, the distinctive smell ensures me of the product’s reliability – because of this it is a product I can feel safe with. Yankee candle shops generally allure me in (unless the smell coming out of the shop is too strong). My favourite candle all year round has to be ‘Christmas memories’. The smell takes me back to being a child in my family home at Christmas time. There is the scent of ginger and cinnamon which is obviously the smell of baking and could easily be wafting out of one of my mother’s Christmas puddings. The cinnamon could also be coming from hot mulled wine (which I was allowed to taste if I was good). The scent of coffee is one of the most important to my memory as every year I would proudly be in charge of grinding the coffee beans. Maybe this year I will use the coffee grinder once again and head back 15 years. Or maybe I will just buy the candle.
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Individual determinant 2: How personality stereotypes are used to influence purchase decisions
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1502622 Personality stereotypes can be a marketing advantage for businesses to atract their target clients. Knowing what customers desire and, even beter, what they need can make or break a company. Everything in the marketing of the product or service will have the underlying tone that will atract the ideal personnel. For example; David Beckham’s aftershave has a masculine tone from the advert to the packaging and the botle itself. By using dark colours and bold font men who wish to be as masculine as David Beckham buy the product. Marriot hotels have their own target market. These customers are drawn to luxury and exploration of the world. Maslow in 1943 identified a hierarchy of human needs. Marriot provide the basic needs - security and a safe place to rest. However, a potential customer could generally find another hotel that offers these basic needs for a cheaper price. Therefore, Marriot’s profitable appeal is to the esteem needs. The opulence of the hotel chain provides a feeling of achievement and of prestige. Using Aaker’s (1997) brand personality model we can identify Marriot’s personality as being upper class and charming consequently having a sophisticated personality. The persona of a brand does not sound completely accessible, after all the word persona is a Jungian psychology term derived from the word person (Harper, 2016) which a brand is not. “The brand persona drives the continuity for the overall brand message. It offers a point of reference that audiences relate to, regardless of the specific story or message. Audiences ‘‘know’’ this brand Figure 1 Source: (Nivea, 2016)
because its persona reflects the audience’s understanding of the brand’s values and behaviours” (Crystal and Herskovitz, 2010). The persona of a company can win or lose customers no mater how good or bad the actual product is. 12 archetypes have been developed by Jung and these can be applied to today’s brands. First of all, there is the innocent: pure, ethical and offers simple pleasures (Brand Maters, 2015). Nivea is a good example of the innocent as seen in Figure 1. The central lady in the advert is wearing white, the colour of purity and the strapline encourages the customers to laugh – a simple pleasure in life. Another persona is the outlaw. This persona is a rebel, outrageous (Brand Maters, 2015) and grasps the risk that
they may cause controversy. Brew Dog is a Scottish craft beer company who caused a major controversy and upset animal rights activists in 2010 by selling a £500 botle of beer in the bodies of animals such as squirrels and stoats (see campaign 3). 2
1502622 I personally find that any adverts with animals in grab my atention, obviously Brew Dog’s dead animal botles did not grab it in a good way. I’m also easily influenced by donations of the sales going towards charities or the production of the product or service being ethical. This indicates the adverts I am most atracted towards come under the architype “innocent”.
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External determinant 1: I am generation Y/Z because…
“In the social jungle of human existence, there is no feeling of being alive without a sense of identity” (Erikson, 1968, p. 38). Finding one’s personal identity may be a lifelong journey. As humans 2
1502622 we are drawn to various encounters – if everyone prized the same things marketing would be a very straightforward job. Many psychologists agree that our personalities are the result of both biological and environmental input. One large indicator of environmental effect on our perspectives is how generations seem to share many of the same characteristics, due to shared life experiences. In 2016 one can fall into one of six present generations. Oldest to youngest; the greatest generation, the silent generation, baby boomers, generation X, generation Y and generation Z (The centre for generational kinetics, 2016). I was born in 1997. However, the titles and time frame of each generation are not determined by one source, this is how I find myself undecided somewhere between generation Y and generation Z. The birth timeline of generation Y (also known as millennials) varies between late 1970’s to early 2000’s. They are taunted for being the generation that were over protected by their parents and were rewarded for loosing causing them to be overly sensitive and self-important and to discover that the world will not hand you what you want. They have grown up to see the increase of terrorism and witness the aftermath of 9/11 and the 2005 London bombings (Hoover, 2011). This development of unjust warfare has produced a type of anxiety older generations had not experienced, the fear of not being safe at home. Some believe this could even be a link to the alarmingly increased number of anxiety disorders within this generation. Generation Y have also been ‘diagnosed’ with ‘Peter Pan syndrome’. This is the evidence that shows generation Y less willing to grow up and becoming independent at a later age. “The number of young adults living with their parents has increased by a quarter since 1996” (Hilary Osborne, 2014). This can be blamed on the rising cost of houses along with university debt that can follow a graduate around for life. Desirable to many marketers, generation Y skip through adverts on TV instead finding new products through friends posts on Instagram and Facebook. This is the generation of beats, Nike and superfoods. “Gen Y responds well to green living and energy efficient features.” (Williams and Page, 2010). This is reflected as many brands are altering their products to make them more environmentally friendly. I concur a lot of the stereotypes for generation Y are somewhat precise of my own personality. I do not see myself becoming truly independent economically or mentally from my parents in the next few years and I also recognise that shock of entering the real world and not being rewarded just for trying, for overly feeling like a failure for trivial mistakes. However, I was only four when 9/11 happened, not quite old enough to remember and clearly understand. I also don’t identify with the hyper-sensitivity although this may be down to my parent’s sense of humour and teaching me not to be afraid to laugh at myself, an example of coercive power (see blog 4).
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1502622 The birth timeline of generation Z starts somewhere between 1994 – 2000. There is not as much information on the stereotypes of generation Z due to the fact that they are still developing, the oldest possible generation Z barely 22. No mater there is plenty of speculation on the results of the upcoming generation. Born into a world where terrorism is a regular article on the news and smartphones already existed generation Z did not have the shock and excitement generation Y had, for them it’s a part of everyday life. They have grown up with technology as did generation Y but this technology is so much more sophisticated, just look at the difference between the original PlayStation (released 1995) and the Xbox one elite with its smoother design and its 1TB capacity. The first smartphone debuted in 1992 (Tweedie, 2015) giving evidence that I belong to generation Z but when I see 13 year olds passing on the street checking their snapchat stories I remember how much clumsier I was at that age. My flip screen Nokia was the height of fashion and instead of downloading off iTunes I recorded songs on the radio to set as my ringtone. Which generation I belong too may become clearer in the coming years but I cannot help feeling I’m too young for the exploration of generation Y and I also remember a time before the normalisation of apps in everyday life. I’m prety sure the biggest divide between generation Y and Z is growing up with the iPhone (released 2007). Perhaps one-day generation Z will truly come to be known as “the iPhone generation”.
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External Determinant 2: Reference groups that influence my purchase decisions...
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1502622 Reference groups consciously and unconsciously influence our buying behaviours “95 percent of all cognition occurs in the subconscious mind” (Zaltman, cited in Mohoney, 2003). It makes sense as customers usually have to work to earn money and the more money a product or service is, the more thought generally goes into the selection process. This thought process normally includes the opinions of those around us; the people that can be classified into reference groups. “If the product is visible such as dress, shoes, car etc. then the influence of reference groups will be high” (Rani, 2014). A visible product may influence our social status and therefore the preapproval of various reference groups may be acquired before purchase. Different reference groups may be turned to for different products: -The referent power group includes those we may not actually know personally such as celebrities. -The information power group includes those we assume have access to truth such as a journalist -Those with legitimate power include the police -Expert power incorporates those with knowledge on the product such as a hairdresser on a hair product -Reward power could be Tesco, who offer club card points for loyalty -Coercive power is usually those closest to us such as family and friends but can include negative implications for example bans by the government ( Askegaard et al, 2009).
If I were to buy a new coat the reference group that would hold the most influence over my spending decision would be the coercive power group. The views my family and friends had on my coat would be important. This does not mean that if one friend did not like the colour red I would not buy a red coat, but if my mother had suggested I buy a thick “warm” coat and I travelled home with a thin jacket from Primark I would be reminded of my supposed mistake every time I put the coat on. Therefore, when searching for a new coat I would recall my mother’s advice. “We have good precedents to consider words connoting social approval or disapproval as need satisfying reinforces” (Zigler, 1961). Social approval is automatically important to us, and increases in importance as the views are coming from those closer to us. If my purchase were instead to be a car then the most important reference group to my buying behaviour would be those with expert power, namely car salesmen and trusted online review sites of
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1502622 how different cars perform. This is because safety and value for money would become my main priority for purchase and I would be able to get the most information from this group. Overall I’d say all of the reference groups have varying impacts on my purchases at different times. If an eyeliner in Superdrug had an offer atached of extra reward points this may sway my choice. I do not actively seek the approval of those with referent power such as celebrities but if I looked in my wardrobe I’m sure I could find many items I was inspired to buy because I saw a similar version that looked nice on someone on television. Until investigating my own reference groups, I believed I made my purchases fairly individually, I now see it is apparent we are all subconsciously influenced by those with hidden powers.
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3.1
Portfolio Campaign 1 The smell of Marriot
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1502622 Marriot worked with Scent Air to create a customised fragrance named Atune featuring cassis, sweet fresh apple and deep lingering musk (Gao, 2015). They also sell the scent as a candle (see figure 2).
Figure 2 Source: (Marriot, 2016)
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3.2
Campaign 2: Brew Dog’s personality
Brew dog have a very masculine feel to their marketing. They were formed in 2007 by two male Scottish friends James Wat and Martin Dickie (Brew Dog, 2016) and have clearly developed their brand under a male punk influence. Dickie and Wat are heavily involved in the marketing and PR of the brand. On Maslow’s (1943) hierarchy of needs Brew Dog fits into self-actualisation. The brand is creative, spontaneous and offers itself as an experience. It would be hard to find a brewery more controversial than Brew Dog. Negative criticism is laughed at and the “punk” attitude has upset a variety of people. This is why it is clear Brew Dogs personality is the rebel/ outlaw. In 2010 Brew Dog made history by producing the world’s strongest beer at 55% abv (Brew Dog, 2010). The controversy occurred when Brew Dog decided to use a taxidermist to hold the 12 botles produced as seen in figure 3. Alcohol focus Scotland and Advocates for animals both condemned the marketing. Advocates for animal’s policy director Figure 3 Source: (Brew Dog 2010)
labelled the gimmick “perverse” whilst Alcohol focus Scotland opposed the sheer strength of the beer (BBC, 2010).
In 2015 Brew Dog released a video campaign calling for fans to become investors. The video features Dickie and Wat dresses as homeless people, sex workers and trans women whilst using #Don’tMakeUsDoThis (Hartley, 2015). A care 2 petition was started shortly after calling for an apology for mocking those who already suffer discrimination and the video to be pulled. The petition closed with 37,059 signatures (Care2, 2016). Figure 4 Source: (Huffington post taken from Brew Dog YouTube 2015) 2
Figure 5 Source: (Brew Dog, 2014)
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Other controversies include a beer named “Hello, my name is Vladimir” and features the strapline “Not for gays” as seen in figure 5. The beer was created to mark the 2014 Russian winter Olympics and address the homophobia in Russia. 50% of profits went towards charities that help homosexuals (Brew Dog, 2014).
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3.3
Campaign 3: Lego’s personality
Lego’s main client is children, boys and girls. Adverts ranging back from the early 70’s are gender neutral and encourage both sexes to enjoy Lego and create with it whatever they desire as seen in figure six. Lego’s logo is bold letering with a red background which aligns with being gender neutral as the colour red is not normally assigned a gender. In the 2010’s Lego has lost some of its gender neutrality- not necessarily in its adverts but the products it sells. Special kits ranging from Star Wars to Disney princesses has led to Lego “Friends” a variation for girls. The boxes are purple, stereotypically a girl’s colour and the kits feature handbags and pink mobile phones alongside female only cast. The kits aimed at boys are blue and mainly feature men and dark colours. On Maslow’s hierarchy of needs (1943) Lego would be included in esteem needs as creation and design builds self-esteem and a sense of achievement. The brand archetype Lego suits best is the creator. Aside from the obvious, that Lego can be used to create things with, the personality trait is very thorough. The creator archetype is a “difficult category to appeal to, but successful creator brands often develop a devout fan base” (Brand Maters, 2016). Lego has indeed an ardent fan base in 2013 5000 “Mr Gold” were sold, a gold colour Lego man. Due to him being so rare he is now worth $1506.47 (The telegraph, 2016). This shows the amount of money collectors are willing to pay for the brand. Lego’s adverts have always been creative and inspire children (and adults) to use their imagination. Figure six shows a child proudly displaying her creation whilst figure seven, a set released in 2014, mixes play and realism.
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Figure 7 Source: (Samakow, 2014)
Figure 6 Source: (Samakow, 2014)
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Campaign 4: Facebooks appeal to generation Y “78% of the 15-24 year olds in Europe and the United states have a Facebook profile” InSites consulting global media study, cited in Behrer and Bergh, 2013). Facebook matches perfectly with the stereotypes of generation Y as having grown up with technology and having a very short atention span. “It is the norm for Millennials to be active and contactable on portable devices 24/7…this means that for the majority of the day, Generation Y is open for advertisements across a vast number of devices” (Geraghty, 2015). Generation Y like to feel connected and being able to read someone’s “status” whilst being the other side of the world is a big draw for them. Facebook advertising is a big draw for many companies especially with the increasingly interactive features found on Facebook. However, generation Y are known for not being very brand loyal so a new social media site could one day steal away Facebooks consumers.
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3.4
Campaign 5: Scherzinger as a referent power
In the UK Nicole Scherzinger is the face of Muller Corner Yogurts. Nicole Scherzinger has referent power over consumers as she is a celebrity who is seen as aspirational to many. To identify further with Nicole Scherzinger a fan may be inclined to purchase Muller corner yogurts (Askegaard, p. 384, 2009). Muller corner adverts feature Scherzinger enjoying one of their yogurts and somehow ending up with some of it on her nose (see figure 8). The sounds she portrays whilst eating the yogurts have caught people’s atention in a negative way and caused many complaints “I was watching the telebox the other night minding my own business, when Nicole Scherzinger suddenly had a small orgasm – right in front of me” (Cobb, 2013). In an interview about how to get her “sexy” body Scherzinger said: "I love my Muller Corner yoghurts and I know they fit within what I do and don’t eat and I make sure I work out so I get it all in” (Thistlewaite, 2016). Her endorsement of the brand goes above starring in its advert to using her advantage of being in an aspirational reference group of a celebrity many women would like to look like.
Figure 8 Source: (Thistlewaite, 2016)
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5. References Aaker, J. (1997) ‘Dimensions of brand personality’, Journal of Marketing Research [Online] Available at: htp://www.haas.berkeley.edu/groups/finance/Papers/Dimensions%20of%20BP%20JMR %201997.pdf (Accessed: 21 November 2016). Actor. (2016) Conversation with actor from Lapland UK, 29 September. Air Aroma (2016) Clients. Available at: htps://www.air-aroma.com/clients 2016 (Accessed: 28 September 2016) Askegaard, S., Bamossy, G., Hogg, M., Solomon, M. (2009) Consumer Behaviour: A European Perspective, Prentice Hall. BBC. (2010) Dead animal beer botles at £500 each 'perverse', 22 July, [Online]. Available at: htp://www.bbc.co.uk/news/uk-scotland-north-east-orkney-shetland-10725024 (Accessed: 02 December 2016). Behrer, M., Bergh, J. (2013) How Cool Brands Stay Hot: Branding to Generation Y, Kogan Page. Bell, C., Bell, S. (2007) Future sense: defining brands through scent, Market Leader, Autumn 07, Issue 38, [Online]. Available at: htps://www.marketingsociety.com/sites/default/files/thelibrary/marketleader-autumn-2007_9.pdf (Accessed: 29 November 2016) Brand Maters. (2015) How Brands Get Recommended: Brand Archetypes [Online] Available at: htps://www.brandmaters.com.au/images/pdfs/Brand%20Archetypes_Factsheet.pdf (Accessed: 18 November 2016). Brew Dog. (2010) blog. The end of history. Available at: htps://www.brewdog.com/lowdown/blog/the-end-of-history (Accessed 02 December 2016). Brew Dog. (2014) blog. Hello, my name is Vladimir. [Online]. Available at: htps://www.brewdog.com/lowdown/blog/hello-my-name-is-vladimir (Accessed: 02 December 2016). 2
1502622 Brew dog. (2016) About [Online]. Available at: htps://www.brewdog.com/welcome (Accessed: 02 December 2016). Care2. (2016) @Brewdog - mocking trans women, sex workers and homeless people is not punk or ethical! #DontMakeUsDoThis. [Online]. Available at: htp://www.thepetitionsite.com/engb/takeaction/922/392/608/?taf_id=14394079&cid=fb_na (Accessed: 02 December 2016). Cobb, N. (2013) ‘Are yoghurt ads pushing the boundaries of good taste?’, Nick Cobb Copywriter, 8 November [Online]. Available at: htp://www.nickcobbcopywriter.com/yoghurt-ads-pushingboundaries-good-taste/ (Accessed: 07 December 2016). Crystal, M., Herskovitz, S. (2010) ‘The essential brand persona: storytelling and branding’, Journal of business strategy, Vol 31, [Online] Available at: htp://www.guillaumenicaise.com/wpcontent/uploads/2013/10/herskovitz_essential_brand_persona.pdf (Accessed: 19 November). Erikson, E. H. (1968). Identity: Youth and crisis. New York, NY: Norton.
Gao, R. (2015) ‘Hotel chains sniffing out customer loyalty’, Shanghai Daily, 16 April, [Online]. Available at: htp://www.shanghaidaily.com/feature/ideal/Hotel-chains-sniffing-out-customerloyalty/shdaily.shtml (Accessed: 29 September 2016) Geraghty, A. (2015) ‘Facebook and generation Y: The millennium mind-set’, Bionic, 30 September [Online]. Available at: htp://blog.wearebionic.com/facebook-and-generation-y/ (Accessed: 06 December). Hadland, H. (2000) ‘New Rollers get old scent of success’, Interviewed by Telegraph, 10 July, [Online]. Available at: htp://www.telegraph.co.uk/news/uknews/1347753/New-Rollers-get-old-scent-ofsuccess.html (Accessed 29 September 2016). Harper, D. (2016) Online Etymology Dictionary [Online] Available at: htp://www.etymonline.com/index.php?allowed_in_frame=0&search=persona (Accessed: 19 November 2016). Hartley, E. (2015) BrewDog Beer Company’s ‘Transphobic’ Advert Spurs 7,000 People to Sign Petition. The Huffington Post. 07 September [Online] Available at: htp://www.huffingtonpost.co.uk/2015/09/07/brewdog-8000-people-sign-petition-to-remove-craftbeer-companys-transphobic-advert-_n_8098726.html (Accessed: 02 December 2016). Holohan, M. (2012) ‘Smells like nostalgia: Why do scents bring back memories?’, NBC News, 19 July [Online]. Available at: htp://www.nbcnews.com/health/smells-nostalgia-why-do-scents-bring-backmemories-895521 (Accessed: 07 Dec 2016). Hoover, M. (2011) ‘How 9/11 Shaped the Millennial Generation …and the Lessons for Republicans Today’, The Ripon society, Volume 45, No 3 [Online]. Available at: htp://www.riponsociety.org/article/how-911-shaped-the-millennial-generation-and-the-lessons-forrepublicans-today/ (Accessed: 06 December 2016). Mahoney, M. (2003) ‘The Subconscious Mind of the Consumer (And How to Reach It)’, Harvard Business School, 13 January [Online]. Available at: htp://hbswk.hbs.edu/item/the-subconsciousmind-of-the-consumer-and-how-to-reach-it (Accessed: 08 December 2016). Marriot. (2016) Marriott Signature Scent. Available at: htp://travel-brilliantly.marriot.com/yourideas/style-and-design/g43yyu (Accessed: 28 September 2016). 2
1502622 Maslow, A. (1943) A Theory of Human Motivation, Wilder Publications. Osbourne, H. (2014) ‘Record levels of young adults living at home, says ONS’, The Guardian, 21 January [Online] Available at: https://www.theguardian.com/money/2014/jan/21/record-levels-youngadults-living-home-ons (Accessed: 20 November 2016).
Rani, P. (2014) ‘Factors influencing consumer behaviour’ [Online]. Available at: htp://www.ijcrar.com/vol-2-9/Pinki%20Rani.pdf (Accessed: 06 December 2016). Samakow, J. (2014) LEGO Ad from 1981 Should Be Required Reading for Everyone Who Makes, Buys or Sells Toys, The Huffington Post. 17 January [Online] Available at: htp://www.huffingtonpost.com/2014/01/17/lego-ad-1981_n_4617704.html (Accessed: 01 December 2016) Signorin, M. (2013) ‘Smell The Love: How The Scent Of A Brand Creates Close Connections With Customers’. Interviewed by David Zax for Fast Company, 15 Feburary. [Online]. Available at: htps://www.fastcompany.com/3005833/innovation-agents/smell-brand (Accessed: 28 September 2016) Solomon, M., Bamossy, G., Askegaard, S., Hogg, M. (2016) Consumer Behaviour. 6th Edn. United States: Prentice Hall. The centre for generational kinetics. (2016) ‘An intro to generations’ [Online]. Available at: htp://genhq.com/faq-info-about-generations/ (Accessed: 06 December 2016). The Sense of Smell Institute cited by Tischler, L. (2005) ‘Smells Like Brand Spirit’, Fast Company, [Online]. Available at: htps://www.fastcompany.com/53313/smells-brand-spirit (Accessed: 28 September 2016). The Telegraph. (2016) The most expensive Lego sets in the world, 2 March, [Online]. Available at: htp://www.telegraph.co.uk/business/2016/03/01/the-most-expensive-lego-sets-in-the-world/mrgold/ (Accessed: 01 December 2016). This Surrey Mummy Blog (2016) ‘Lapland UK 2015’, This Surrey Mummy, 29 November. Available at: htp://www.thissurreymummy.com/2015/11/lapland-uk-2015-this-surrey-mummys.html (Accessed 29 September 2016). Thistlewaite, F. (2016) ‘EXCLUSIVE: Ab-tastic singer Nicole Scherzinger reveals how YOU can get HER sexy body’, Express [Online]. Available at: htp://www.express.co.uk/life-style/diets/651778/NicoleScherzinger-diet-health-life-tips-pictures-Pussycat-Dolls-bikini (Accessed: 08 December 2016). Tweedie, S. (2015) ‘The world’s first smartphone, Simon, was created 15 years before the iPhone’, Business Insider UK, 14 June [Online] Available at: http://uk.businessinsider.com/worlds-firstsmartphone-simon-launched-before-iphone-2015-6?r=US&IR=T (Accessed: 20 November 2016).
Williams, K., Page, R. (2010) ‘Marketing to the Generations’, Journal of Behavioural Studies in Business, [Online] Available at: http://www.aabri.com/manuscripts/10575.pdf (Accessed: 20 November 2016).
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