Consumer Behavior and IMC Strategy Analysis: Versace Report

This report provides a comprehensive analysis of consumer behavior in relation to the Versace brand. It examines the needs the brand fulfills, its target market, and the consumer behavior issues involved. The report identifies the triggers that influence consumer purchasing decisions and the barr...Read More

Running head: CONSUMER BEAHVIOUR
CONSUMER BEHAVIOUR
Name of Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR
Part B:
The Versace brand advertisement will fulfill the needs of luxury fashion of the customers
such as leather accessories, ready to wear accessories and others. The brand targets the high end
segment of the market and offers its products at a premium price. People who have higher
purchasing power and urban lifestyle are basically attracted to the brand. The company uses
social media, retail stores, its official website and others to spread awareness of its products and
therefore it can be said that the mediums are suitable for the target market. However some
options can be added such as to improve the ease of customers. The triggers in the advertisement
is the brand name itself and association of the brand with various celebrities or celebrity
endorsements, quality of the products and others are some factors that trigger the customer
choice. Some barriers can be lack of sufficient information to the customers of the target market.
In order to lower the barriers, the company has adopted social media marketing strategy.
Response to question 1
A trigger refers to an event that creates a sense of urgency in the customers and the
creates a sense of need in the customers and this influences the buying process. For instance, a
sudden need to buy a camera leads the customer to search information about the same in the
internet and reading different reviews (Bigne, Llinares & Torrecilla, 2016). The triggers differ
from one organization to another and it also depends upon organizational roles. Through
understanding the triggers, the company can understand the target market, improve the messages
to that target market and others. In order to understand the triggers it is necessary to understand
the buyers personality who buy the organizations product, try to identify all those factors that

2CONSUMER BEHAVIOUR
lead them into a serious buying mode, after understanding the personality and triggers the
organization needs to create goods to meet their needs.
Response to question 2
There are different obstacles to purchase, adoption or use of products such as lack of
appropriate knowledge about the products, requirement of changes in behaviour, high cost or
risk, different obstacles to use, unfamiliar category and others (Adnan et al., 2017). Lack of
appropriate knowledge refers to the inability of the customers to understand their need for
products, and sometimes the customers gets used to some certain ways of doing business and
therefore they do not want to adopt to new methods or new products and services. This is what
happened with the company Ozon galaxy which was an online site selling digital content which
required purchase of the sane through credit card but the people were habituated to purchase
through cash.

3CONSUMER BEHAVIOUR
References
Adnan, N., Nordin, S. M., Rahman, I., Vasant, P. M., & Noor, A. (2017). A
comprehensive review on theoretical framework‐based electric vehicle consumer adoption
research. International Journal of Energy Research, 41(3), 317-335.
Bigne, E., Llinares, C., & Torrecilla, C. (2016). Elapsed time on first buying triggers
brand choices within a category: A virtual reality-based study. Journal of Business
Research, 69(4), 1423-1427.