Consumer Behaviour: Mr Bean Snickers Advertisement

This study analyzes the Mr Bean Snickers advertisement and its impact on consumer behavior. It discusses the segmentation variables, ethical issues, and consumer insights used in the ad.

CONSUMER BEHAVIOUR

Executive summary-
The current study is based on Mr bean snickers advertisement, it will describe that by
using appropriate form of segmentation marketing team target buyers. It also analyzed ethical
and consumers buying behavior issues that will be solved by taking actions in ethical manner.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Advertisement and justification...................................................................................................3
Ad background.............................................................................................................................4
Analysis of segmentation variables..............................................................................................5
Analysis or appeal used................................................................................................................7
Identification of ethical & consumer behavior issues..................................................................9
Consumer behavior insights used to improve advertisement and marketing of product.............9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behavior is decision procedure, influence and act that a customer’s performs
while buying a product or service. It is branch which deals with varied phases a individual goes
through before selecting items for their end utilize. In simple words, this topic is defined as study
of how individual person or group of consumers buy and utilize their products to satisfy their
needs. The current study is based on specific product advertisement that is Mr. Bean snickers ad
and will describe how it is suitable to study consumers’ behavior. This report will explain
background information about this ad including objectives, product, its class and major player in
industry.
Furthermore, this assignment will clarify segmentation variable, analyze appeal that may
be influence target market. It describes ethical and consumer behavior issues that are not being
recently being adequately addressed by present advertisement. At the end of this report clients
behavior insights to betterment ad will be discussed.
MAIN BODY
Advertisement and justification
Any person who buys goods or services from market for their end use is known as
consumers. They show interest towards specific items or things, it is nothing by willingness of
customers to purchase goods as per their need, taste and of course pocket. Consumer behavior
can be defined as those actions of individuals directly included in using, disposing and getting of
economic products and services (De Mooij, 2019).
In context of ad, Mr Bean snicker advertisement is relevant and suitable to study
consumer’s behavior as it help marketers to comprehend purchasing behavior of people while
designing their ad for desired impact. Promotion play an important role in developing an image
of item in minds of people, it may be catchy and interact relevant data of target market. When
marketer design marketing plan they have to conduct in depth market research which makes
them able to study behavior of consumers in better way that is quite important and beneficial for
product success. Study of target market or consumer behavior is really very important as it helps

marketers to forecast and consider buy attribute of individuals while they are buying snickers. It
just not only aids them to comprehend what people purchase and also aids to learn why they buy.
Ad always seeks behind affecting consumers and makes them purchase a product in first place.
After launching Mr Bean Snicker ad in market marketers can understand and analyze who many
people are buying their products which makes them able to comprehend purchasing behavior of
local individuals. By studying consumer behavior marketers also understand post purchase and
pre purchase behavior of target market. It makes marketers capable to improve and makes
necessary changes within existing product which is quite beneficial for firm as well as buyers.
Study of buyer behavior helps management to design best possible item for target market, to
decided where it would be made accessible for easy access of people and to comprehend why,
when, what, how and other elements that influence purchasing decision of individual.
Advertisement is worth analysis because it helps to study consumer buying behavior
towards snickers or other products (Namwandi, 2019). After an ad is launched aims of analysis is
to examine how well it is working and gaining attention of consumers. By analyzing ad it is easy
to understand overall concept about consumer behavior and product that play vital role within it.
Here, overall discussion is based on Mr Bean snicker ad that target specific market or people.
Ad background
Snickers is one of the best selling candy bar in the world, Mr bean snicker ad is very
popular in market. Snicker is a world famous chocolate bar owned by Mars organization they
have other bars as well. The objectives of this ad are to gain attention of consumers, drives sales
of company or products conversations that encourage involved within brand and engage people
with campaign. Snicker is the product of this advertisement that drives individual toward
purchase it more and more, Ad opens with three ninjas gliding across rooftop at China. Mr bean
is this ad desperately trying to keep up with them but failing unhappily. Snicker is well loved and
well known chocolate brand, organization design their products ad with all features and by using
key elements which makes their plan more successful. Product campaign aim is to makes
snickers obvious selection during people hungry moments. This advertisement shows two
different characters having a lots of fun which is unbelievable in early morning.
Product class is unit of goods that are homogenous and usually considered as substitutes
for each others. It is recognized as narrow depending on how substitutable different items are

(Van Lankveld and Van Kempen, Purac Biochem, 2020). It is distinguish into varied categories
like fast moving consumers goods. Snicker is included in this class. Fast moving buyers products
are consumers items that are effectively used up such that they can purchase regularly.
Chocolate is biggest sub category of more than $34.5 billion confectionary industry, with
sales accounting for over 2.11 billion (Gallo, Antolin-Lopez and Montiel, 2018). Chocolate has
been section of western lifestyles for generations and now their popularity is increasing in
eastern nations, it is one specific element sector changing landscape. There are some major
players available in this industry who is able to operate and manage their business practices
effectively. Certain companies in market are Cargill, Archer Daniels Midland, Nestle, Mars and
Barry Callebaut. These organizations cater an extensive range of Cocoa and chocolate based
items. Mondelez, Ferrero and Hershey are the main three players of this sector.
Snicker is brand name chocolate bar made by Mars inc is American organization
consisting of nougat topped with peanuts and caramel that has been enrobed with milk chocolate.
Company introduced this product in 1930 and launched in market with different categories.
With effective and strategic marketing plan firm launch this product in market where number of
people is seeking for eating good snack at the time when they feel extremely hungry. It can be
said that snicker is best for these types of individuals.
Analysis of segmentation variables
Market segmentation is the best and effective procedure of dividing a market of potential
consumers into segments or groups based on varied characteristics (Liu and et,al., 2019). It
created as composed of buyers who will respond similarity to promotion strategies and who
share traits such as similar needs, interests or locations. Segmentation is essential which makes it
easier for marketers or promoters to personalize their advertisement campaigns. By arranging
organization target buyers into segments groups more than targeting each client individually,
marketers can be more effectively with their money, time and resources than when they were
targeting people on individual level. It reduces risk of ineffective or unsuccessful marketing ad,
when marketers divide a target based on key features and personalized their strategies based on
that data there is much higher opportunity of success than when they were to develop a generic
ad and try to implement it across all target segments.

There are some factors which are be utilized to segment a market are segmentation
variables. Some common variables include geographic, behavioral, psychographics and
demographic considerations.
Demographic-
It is one of the best and most commonly utilized forms of segmentation; it refers to
statistical data about group of individual. Age, location, education, income, ethnicity, family
situation, gender and annual incomes are the examples of this variable which are helpful for
segmenting for business to consumer’s people (Sidorchuk and et.al., 2018).
Psychographics-
It categorizes people and buyers by elements that relate to traits and personalities.
Personality characteristics, attitudes, lifestyles, values, motivations, subconscious and conscious
beliefs are examples psychographic segmentation. These factors are slightly more complex to
determine than other variables because they are subjective.
Behavioral-
While psychographic and demographic segmentation concentrate on who a people is
behavioral segment focuses on how buyer acts. There are many factors included in this category
like buying habits, brand interactions, user status and spending habits.
Geographic-
It is considered as simplest and easiest type of segmentation, it categorizes buyers based
on geographic borders like zip code, urban or rural, city, nation and climate. It refers to defined
geographic boundary or form of area (Gomez Herrera and Martens, 2018).
In context of snicker ad, company target specific market by using one variable that is
demographic market segmentation. Product identifies their buyers group as people of all sexes
and ages. However, their advertisement it seems to be targeting youngsters especially males. It
also attempt to connect with people of all today’s generation by using famous characters like Mr
Bean. It can be said that, younger children as they are mainly age group that eats a lot of tasty
chocolate stereotypically. Mr bean advertisement targeted adults between ages of 18 to 50,

knowing that brand appeal is wide. It especially targeted buyers using Spotify’s ad helped free
tier who were streaming genres they did not usually listen do. Audience that Mr Bean snicker ad
is target is quite wide, ads appeal to women, elderly, men and children.
Analysis or appeal used
Marketing appeals are communication strategies that advertising and promoting
professionals utilize to gain attention and persuade individual to purchase product. Advertising
expert have been using appeals for as long as promotion have been a thing. Idea of an appeal
dates back to Aristotle who determined three main appeals of communication like ethos, pathos
and logos or in modern term is known as language, emotion, logic and credibility. There are 7
appeal strategies available in market can be used for any advertising campaigns.
Emotional appeals-
It designed to make target market associate positive feelings with organizations. These
appeals usually concentrate on joy, happiness, trust, loyalty and love which marketers can
leverage through use of powerful imagery and music.
Fear appeals-
It can appeal to individual when a service or item is required to aid reduce risk in
someone’s life such as risk of poor health problems, financial failure and protection of losing a
house and even political choices.
Humor appeals-
It is mostly used in ad, why not? Who does not like something that is funny? Appealing
to comic sense in individual can build brands sometimes overnight.
Rational appeals-
It use logic, data and facts to convince buyers to purchase items and are often found in ad
for cookware, cleaning goods and medications.
Musical appeals-

Just like humor, music is the best way for companies to obtain noticed and makes a target
market remember their items. It can bring up positive memories whenever someone hears a
similar tune in an advertisement which goes a extensive way toward making consumers feel
good about items being presented.
Scarcity appeals-
It taps into individual person fear of mission out, so they are a great manner to convince
people to take benefits of sale or restricted edition goods. However, makes assure that scarcity
really applies to what marketers or company is selling, when advertising a limited time offer,
buyers will notice when it goes on longer than advertised and they may misplace trust in firm
promotions.
Sexual appeals-
From cars to jeans to cologne to hamburgers, appeals that rely on romance and sex are
found in advertisement for numerous goods. Although history reflects that sex does indeed sell
or at least obtain attention.
In context Mr Bean snickers ad, Humor appeals is used for target market, the aim of this
appeal is to aid building positive association with snicker (Hornik, Ofir and Rachamim, 2017). It
is one of roughly 20 marketing strategies that advertiser professionals of Mars Company use to
persuade buyers to buy snicker. It also persuades people to like a brand by making them feel
good and laugh. It can be said that humor appeals influence target buyers segments in effective
manner because most human beings or people like to laugh. Humor is an efficient appeal for
gaining attention and supporting consumers remember and share data about snickers. This appeal
is especially effective when items marketers are promoting is not especially controversial and
intention is to develop goodwill for organization. Mars company used humor appeals with clear
intention is to create their brand image and their product such as snicker is not controversial at
all.
Identification of ethical & consumer behavior issues
Advertising and promotion is one of the most effective and powerful means of
communication and it can be effectively influence target consumers both in negative & positive

way. Ethical problems occur in advertisement when a given ad or activity create a issue with
community moral principles. After analyzing Mr Bean snickers advertisement it analyzed that
ethical issues are not currently being adequately addressed. Misleading claims is form of ethical
problems that has been identified by this ad. It is not considered by snicker advertisement that
affects buying behavior of consumers and business progress rather than before. Product does not
give energy or reduce hunger it just give a good taste that satisfy buyers needs nothing more than
it. Ad are also considered misleading when they create a false impression even everything stated
in marketing may be literally true.
In regards to Consumer behavior problems, most of the time buyers purchasing behavior
depend on disliking or liking of customers towards marketing of products promotion. Effective
and better quality ad is likely to influence target market into purchasing that items while poor or
ineffective quality ad will do opposite. In term of consumers nature, individual now have a
limited attention span. Everything is becoming faster, wider and better. Because of this, buyers
are easily distracted. Any type of consumers behavior issues has not been addressed by this Mr
Bean snickers advertisement. But it is important for company to address ethical as well as
customer behavior problems that saves business or brand reputation in market and retain buyers
with them for longer which in return increase sales, productivity and profitability rather than
before. It is one of the best way brand can do for sustain within market place and strengthen their
brand image as well. By considering these entire things they can gain attention of target market
and potential one across the world. Marketing department takes appropriate action and consider
all ethical issues before marketing products.
Consumer behavior insights used to improve advertisement and marketing of product
Mr Bean snicker ad was extremely funny and full of humors, Mr Bean play leading role
within this advertisement that gain attention of buyers. He was the world’s most famous
character of children. Here, consumer insight play vital role as it help to improve this ad in
effective and systematic manner as well as marketing of snickers. It can be said that consumer
insight is an interpretation conducted by marketing department and utilized by them to gain a in
depth knowledge or understanding of how their target market feels and thinks (Thaichon and
et.al., 2019). It helps company to really comprehend what their buyers want and need, essentially
why they feel this way. It is also known as customers insight, is comprehending as well as

interpretation of individual data, feedback and behavior into conclusions that can be used by firm
to improve their snicker quality and its marketing related content. Furthermore, it can be said that
by using consumer insight strategy organization and its marketing team gather and analyze data
about target consumer which they can turn into valuable insights or key act that they will
implement for betterment. With the help of gathered data or information marketing team can
examine appropriate needs of people and then creates content accordingly that gain attention
more than expectations which are quite beneficial for products sales and success all around the
world. Some changes are required in advertisement slogan that provides appropriate feeling to
buyers after eating a chocolate bar named snicker.
Mr bean advertisement about snicker is a funny ad it just need improvement in marketing
content. Marketing of product is quite effective and makes people laugh after focusing on each
activity or action act by Mr bean. Marketing team must assure that their information related to
product is appropriate and not mislead anyone about item that is really very important to build
strong bond between brand and its target market.
CONCLUSION
From above analysis it has been concluded that by study consumers behavior Mar is able
to promote and advertise their product in effective manner that driver people towards purchasing
snicker. Organization and its marketing team by using demographic segment target their buyers
and gain attention by using Humor appeals. With this appeals it is very easy for management to
influence all the people which in return enhance productivity rather than before. Furthermore, it
has been summarized that by considering all the ethical and other issues marketing department
creates better content.

REFERENCES
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