Consumer Behavior and YouTube Advertisements

Consumer Behavior 1
CONSUMER BEHAVIOR
Name
Institution
Date

Consumer Behavior 2
Question 1
Introduction
The idea of Coles to have Nationwide Easter sales at every point of their stores is a good
idea. For one, Coles is prominent in Australia and it has a good foundation of marketing.
Consumers are already aware of the presence of the grocery store and have subscribed to being
loyal customers. In that case, the only thing that is remaining for Cole is to utilize the high
emotions that accompany holiday celebrations (Escalas and Bettman 2005). The main point of
strength for Coles and that would give it an advantage is the emotional level of the consumers
during the festive season. The explanation of the fact that success is expected is demonstrated
below;
Body
The target of the Coles grocery store is the Easter season, where consumers will spend
time at home with their family members in a celebratory mood. Their tolerance level will be high
and excitement will also increase. The psychoanalytic theory best explains why the condition of
the consumers’ moods will be a point of strength for Coles (De Masi, 2018). Tracing back to
Sigmund Freud the founder of psychoanalysis, the psychoanalysis theory is revolutionary in the
field of marketing (Dahlén et al., 2005). Sigmund believed that consumers have limited ability to
fully understand the motivations of their actions because the psychological factors shaping them
are largely unconscious and the major part of the unconscious mind compose of strong desires
and urges. People normally repress the desires in fear of them causing shame and guilt.
According to the theory, symbolic concerns play a major role in the behavior of
consumers. The external factors like income and age have less effect on the behavior of
consumers. However, the messages embedded in marketing containing an emotional appeal to

Consumer Behavior 3
the hopes, feelings, fears, and aspirations are normally more effective as compared to rational
appeals. In the examination of this theory, it is evident that Coles’ strategy of having an Easter
sales day will automatically be a success. The fact that the holiday period creates a lot of
emotions and celebratory mood, other factors such as the economic performance will not have
more effect than the psychological and emotional drive. Consumers have been psychologically
wired to understand and know that holiday periods are like spending periods. In fact, most
households save a lot of money for spending in the holiday periods. In as much as people
normally have their own disciplined actions of spending, holiday periods are normally an
exception and the saving rules are not applicable (Shin, Lee and Perdue 2018). Furthermore,
most people will not be working and they will have loosened up their attitudes and actions to
accommodate the time for the holiday. It is with that kind of attitude that the psychoanalysis
theory and the emotional state of consumers serve as the strongest force that dictates the
purchasing behaviors of consumers. Therefore, Coles would stand a good chance of making big
sales during the time of Easter celebrations (Bolton and Reed 2004). Considering the fact that
celebrations and eating are almost used interchangeably, the sale of groceries would serve as a
major advantage for the Coles grocery store. For it to flourish and succeed in the campaign, it
should back up its marketing message with a healthy living message. Consumers have realized
the dangers of junk foods and are beginning to consider other remedies of healthy eating
(Cialdini, Reno and Kallgren 1990). Thus, it is the perfect moment for Coles to brand its
marketing message for the Easter edition to stand on the basis or foundation of driving a culture
of healthy eating through great offers of groceries. The message would create a big competition
that will rival the junk food stores for the benefit of Coles. Therefore, Sigmund’s theory bears
great relevance to the success of the message campaign.

Consumer Behavior 4
The Thorstein Veblen’s Veblenian Social-Psychological Model also backs up the chances
of the success of Cole’s Easter campaign. According to the theory, human beings are social
creatures with a high tendency to conform to the cultures of subgroups and culture. Veblen
believed that the desires and needs of people are informed by group membership. According to
the theory, marketers must have a good understanding of the social influences of groups and
people for a better comprehension of the demand rate of products. According to Coles’ case, the
main social influencer is the Easter celebration. The main social influencers for the Easter
holiday celebrations are the elite Christian churches, gatherings and personalities (Mazodier and
Merunka 2012). Given the fact that Christianity is unwelcoming to indulgence and alcoholism,
the Easter holiday will be dedicated by the Christians as a holy day. Therefore, the idea of having
Liquor land to have an Easter sale during this period is a bad one. Even though most Christians
on a daily basis take alcohol, a majority will less likely take alcohol during this period because of
the strong influence of the religious groups (Belk 1988).
The Easter holiday would not work in sync with an Easter sale of liquor because for one,
it will be considered as blasphemous for the day of Easter, by Christians. That will make it even
worse because the attention of the religious groups would be caught. When that happens strong
warnings of indulgence in actions considered as unworthy to Christianity will be preached.
Christian leaders will be quick to identify the Liquorland Easter sale intentions and will find it
disrespectful to the holy day of Easter. Therefore, they will spend a lot of efforts trying to warn
their congregation of drinking and engaging in unholy actions. The messages at the pulpit and of
the pulpit by the religious groups will be detrimental to the Easter sales campaign of Liquorland.
That will also have negative and damaging effects on Coles’ Easter sales campaign of grocery