Consumer Behavioural Study: AMV BBDO and the COVID-19 Pandemic

This case study examines how AMV BBDO, a UK-based advertising agency, adapted its strategies to understand and respond to changes in consumer behaviour during the COVID-19 pandemic. The analysis focuses on methods such as demographic analysis, experimentation, segmentation, cohort analysis, and surveys. AMV BBDO utilized these approaches to gauge consumer responses to marketing and advertising efforts, considering factors like income, education, and shifting preferences towards healthy products and online purchasing. The agency also launched marketing campaigns promoting homemade and healthy food options to resonate with consumers during lockdown. The study concludes that these strategies were crucial for AMV BBDO in creating effective advertising content and maintaining client relationships during the pandemic, highlighting the importance of understanding consumer behaviour in times of crisis. Desklib provides students access to such solved assignments.

Behavioural Studies &
Consumption

Table of Contents
INTRODUCTION...........................................................................................................................3
Presenting the ways or steps through which AMV BBDO company understand its consumer
behaviour’s response or impact under the covid-19 pandemic...................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Behavioural Studies & Consumption is known as consumer behaviours which involve the
study of the consumption. The behaviour of the consumer plays vital role in consumption
decision-making (Wiederhold and Martinez, 2018). The company or brand selected for the
present case study is Abbott Mead Vickers BBDO. AMV BBDO is an UK based advertising
agency that fall under creative sector or industry. The company or agency basically works with
over 85 brands including BT, Diageo, Walkers etc. that offers various digital, social media
advertisement to drive competitive advantage for clients. The report will discuss the ways
through which AMV BBDO creative company understand its consumer behaviours response or
impact under the Covid-19 pandemic.
Presenting the ways or steps through which AMV BBDO company understand its consumer
behaviour’s response or impact under the covid-19 pandemic
The Covid-19 pandemic is changing consumer behaviour and therefore affecting the
advertising company to great extent. So, in order to understand its consumer behaviour responses
under the Covid-19 pandemic, AMV BBDO advertising agency has adopted the following steps
or strategies:
Analysing Demographics:
This is one of the way through which the AMV BBDO marketing agency understand its
consumer behaviour under the Covid-19 pandemic. Here, the advertising agency, predict the
behaviour of consumer on the basis of age, income, gender and educational level of consumers.
For example, there are some products which comes under the necessity category such as food,
home, water which was consume by consumer even during the Covid-19 situation. But on the
other hand, there are also other luxurious products such as branded cloths, wines, high-end
automobile etc. which are avoided by the consumers during the pandemic situation as their
income are cut by their employer (Cruz-Cárdenas and et.al., 2021). The educational level helps
the consumer to decide whether a particular product or services is necessary for them or not
under this pandemic situation. So, AMV BBDO also predict the response of consumer or its
behaviour towards their marketing and advertising of any products and services.
After understanding the consumer behaviour, the advertising agency provide the solution
accordingly to influence the consumer behaviour. It is because a highly educated consumer

known about what is necessary product in Covid-19 situation. While, on the other hand
uneducated or low educated people buy the luxury or unhealthy products even during Covid-19
situation. Hence, it can be said that through demographic analysis AMV DDBO agency
understand its consumer behaviour.
Experimentation, segmentation and cohort analysis:
This is another most significant strategy uses by the AMA DDBO advertising agency in
order to understand the consumer behaviour responses during the pandemic situation. This is
basically one of the best way to understand the consumer behaviour via defining the analytics
strategy of businesses. Also, mapping out the critical behavioural event on the customer journey
map, defining the businesses critical goals as well as the matrix. With the help of
experimentation, segmentation and cohort analysis AMA DDBO advertising agency of UK
understand the factor that affect the consumer buying behaviour during the Covid-19. For
example, during Covid-19 situation, the consumer avoids purchasing unhealthy products such as
junk food, cold drinks etc. as it affects their body in negative way. Also, the consumer under
covid-19 pandemic avoid going to stores for purchase products in order to save themselves from
corona-virus and maintaining social distancing.
So, after understanding the consumer behaviour, AMA DDBO has decided to create an
advertising content which include only healthy and suitable products recommendation. It is
recommended to its consumers which match as per the preference of consumers. Also, the
advertising agency has decided to create a new content which involve the promotion of online
purchase for the safety of consumer during pandemic situation (Di Crosta and et.al., 2021).
Survey:
This is also one of the strategy or ways adopted by AMA DDBO advertising agency of
UK in order to understand the consumer behaviour responses or impact during the Covid-19
situation. For example, AMA DDBO basically conducted survey, social media question answer
or customer interview with its customer in order to understand their customer. To understand
what they feel about their advertising content and what solutions they want to recommend to the
company to change in its marketing or advertising creativity (Sayyida and et.al., 2021). For
example, during the Covid-19, many consumers started buying products by analysing the

products review on social media channel and online shopping channel. It is because after covid-
19 pandemic the consumer is more concerned and alert about what they purchase and how it
affects their life.
After understanding the consumer behaviour with the help of survey result, the AMA
DDBO basically change its advertising content so that its consumer as well as corporate clients
will like it. They have started describing the full information of products and services of
particular company in detail to the customers so that they are aware of it. With the help of which
the consumer able to understand the difference between health and unhealthy products and buy
the same accordingly (5 Marketers Reveal How They Understand & Influence Consumer
Behavior. 2019).
Unique and better marketing campaign:
This is the last way through which AMA DDBO analyse its consumer behaviour
response. During the Covid-19 situation, the people are unable to move outside their home and
eat their favourite food due to lockdown and health issue. So, AMA has decided to launch a
marketing and advertisement campaign regarding making the same food at home in a health way
(Arora and et.al., 2020). In this way, AMA DDBO agency has understand the consumer
behaviour and influence the same for attracting the consumer towards its unique better marketing
campaign. The campaign is conducted by the agency using hashtag homemade food health food
in order to influence customer behaviour.
CONCLUSION
After summing the above information, it has been concluded that the different ways or
strategies used by AMA DDBO in order to understand the consumer behaviour response during
the Covid-19 pandemic. The report has concluded that survey, unique and better marketing
campaign, experimentation, segmentation and cohort analysis and analysing demographics are
ways used by AMA DDBO. This has helped marketing agency to understand its consumer
behaviour and identifying the ways they can opt in order to influence the consumer behaviour.
This steps have helped the creative company to create a unique and innovative advertising and
marketing content for their corporate clients as well.

REFERENCES
Books and journals
Wiederhold, M. and Martinez, L. F., 2018. Ethical consumer behaviour in Germany: The
attitude‐behaviour gap in the green apparel industry. International Journal of Consumer
Studies. 42(4). pp.419-429.
Cruz-Cárdenas, J. and et.al., 2021. COVID-19, consumer behavior, technology, and society: A
literature review and bibliometric analysis. Technological forecasting and social
change. 173. p.121179.
Di Crosta, A. and et.al., 2021. Psychological factors and consumer behavior during the COVID-
19 pandemic. PloS one, 16(8), p.e0256095.
Sayyida, S. and et.al., 2021. The impact of the COVID-19 pandemic on retail consumer
behavior. Aptisi Transactions on Management (ATM). 5(1). pp.79-88.
Arora, N. and et.al., 2020. A global view of how consumer behavior is changing amid COVID-
19. Mcknsey and Company.
Online
5 Marketers Reveal How They Understand & Influence Consumer Behavior. 2019. [Online].
Available through:< https://blog.hubspot.com/blog/tabid/6307/bid/20028/10-consumer-behavior-
secrets-to-grow-your-sales.aspx>
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