Marketing Consumer Behaviour Report: Allianz Insurance

This report delves into the realm of consumer behavior within the marketing landscape, specifically examining advertising strategies tailored for Allianz Insurance. The report commences with an introduction to consumer behavior, outlining its significance in understanding how individuals make d...Read More

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

1MARKETING CONSUMER BEHAVIOUR
Table of Contents
Activity.......................................................................................................................................2
Report.........................................................................................................................................2
Introduction:...............................................................................................................................2
Discussion:.................................................................................................................................3
Positive (approach) motivation versus negative (avoidance) motivation..............................3
Advertising creative ideas:.....................................................................................................4
Rational motives versus emotional motives...........................................................................5
Advertising creative ideas:.....................................................................................................5
Conclusion..................................................................................................................................7

2MARKETING CONSUMER BEHAVIOUR
Activity
Selected images:
 The selected images can be categorized under the BSFI (Banking, Financial Services
and Insurance) product category. The chosen range of pictures can be used for
depicting Insurance for family and travel.
 The brand name selected for the product category is Allianz.
 The advertisements used for the selected set of images depicting will use negative
avoidance motivation.
 The advertisements will use address rational motives of the product category.
Report
Introduction:
The study of groups', individual customers' behaviour in selecting, purchasing, using
and disposing of services, goods and services for satisfying the needs and preferences of
consumers is known as consumer behaviour (Barbopoulos and Johansson 2016). The purpose
of the paper is to construct a discussion based on the activity of selecting a set of images and
deducing creative advertising approaches for the selected product category. The chosen

3MARKETING CONSUMER BEHAVIOUR
pictures demonstrate the Insurance products under the BSFI category. The paper includes
consumer behaviour approaches and theories for constructing advertising strategies.
The activity included the decision of selecting a set of images demonstrating a
specific product category. The images that were selected in the activity include a mother
carrying her baby, connected hands of family, a man on the peak of a mountain travelling and
a carefree girl. All these pictures are grouped under the product of Insurance policies, travel
insurance, life insurance, Family health insurance and life insurance. The activity was
followed by the decision of constructing advertising content based on the theory of negative
(avoidance) motivation theory of consumer behaviour. The negative motivation can majorly
influence the buying behaviour of the consumers by addressing creating a sense of fright and
loss in the absence of the products. The advertisement content will also target the rational
motive of buying Insurance as the slogan depicts, it will be the right thing for an individual
and her/his responsibility for family security.
Discussion:
Positive (approach) motivation versus negative (avoidance) motivation
Businesses tend to construct various forms of influences for attracting the target
market; those influences can be categorized as positive motivation and negative motivation
(De Mooij 2019). Both positive and negative motivation is usually depicted through
promotional design for communicating the need the product category will be addressing.
Positive motivation is also known as approach products that direct the behaviour towards
whereas negative motivation reflects avoidance objects that leads the behaviour away (Lantos
2015). The selected images will be used for designing negative or avoidance of consumer
motivation. Insurance is a product, which needs to be incorporated for avoiding uncertain,
unpredictable and unfortunate situations in life. The negative motivation approach will help

4MARKETING CONSUMER BEHAVIOUR
the product category to create a state of fright or distress if consumers do not own the
products. The fear of negative consequences in the absence of the Insurance majorly
influences the decision of making a purchase decision. Insurance brands like Allianz should
communicate the benefits and offerings of the products, which can address the potential
negative consequences. Creating a sense of fright amongst consumers for Insurance products
will influence consumer buying behaviour.
Advertising creative ideas:
The advertising message for the product category can be subjected to the use of the
benefits of Insurance products for avoiding unpredictable risks. The advertising idea will
consist of the advertising message, images and communicator of the message.
Advertisement message-
Appeal: The advertising message for the selected products or product category will be a
combination of fearful and emotion as the marketer will create a need for the products.
Owning Insurance can plan for the addressable mechanism of unfortunate situations in life.
Value Proposition: The advertisement will focus on the communication of the benefits that
the customers will acquire after owning Insurance. Moreover, the advertisement will majorly
focus on the aspect of communicating loss without the presence of Insurance. More than
communicating what features or advantages the product category will offer, the marketer can
focus on the consequences that can occur without the presence of Insurance.
Slogan: The slogan that can be used for the set of images selected for depicting Insurance and
BSFI category is, ‘Precaution for unpredictability and uncertainty’. This slogan clearly states
the communication of taking a step towards ensuring security against uncertain, unpredictable
and unfortunate situations.

5MARKETING CONSUMER BEHAVIOUR
The pictures that can be used for the advertisement will involve emotional content with the
consumers depicting the risks and adverse situations that can occur without the presence of
Insurance.
The ads will be showcased in the digital media, print and outdoor media for targeting the
families, youth and travellers.
Rational motives versus emotional motives
Rational motive depicts the logical reason behind framing a purchase decision by the
consumers (Murphy and Dweck 2016). Emotional motive reflects the action of framing a
buying decision based on subjective or personal need. Insurance under the category of BSFI
will be addressing the safety and security buying motive of the consumers (Zhang and
Benyoucef 2016). The desire for owning precautionary services for the unfortunate situations
in life, whether while travelling, for family and life, in general, will be addressed by the
communication message and media selection of the marketers. The advertisement can also
portray the emotional motive of consumers, as the consumers’ decision of buying the
Insurance will relate to concern regarding their family and children.
Advertising creative ideas:
The ads for addressing the rational motive of the consumers can be depicted by curating the
advertising message, communicating personalities and images based on the criteria for
significant decisions of life.

6MARKETING CONSUMER BEHAVIOUR
Advertising message-
Appeal: The rational motive of the consumers will be addressed by constructing a message
that will ask about the security needs in spite of communicating the benefit. The ads will
focus on the strategy of co-creation of the message by the involvement of consumers
(Haugtvedt, Herr and Kardes 2018). The marketers can construct a questionnaire, including
the questions regarding their insecurity and concern regarding the unpredictable risks of their
family and their life. The co-creation appeal will focus on communicating the benefits of the
Insurance policies through the medium of deducing answers to the questions from the
consumers (Nwachukwu and Dant 2015). The ads can be categorized as an approach of
addressing the fearful appeal.
Value proposition: The ads will address the concerns of the target consumers by
communicating the benefits or values that the Insurance policies will fulfil. The value
proposition of the product will target the needs, desires and concerns of the consumers. The
value in these offerings will be in the form of a response to the deduced concerns of
consumers that the questionnaires will deduce.
Slogan: The slogan will aim at demonstrating the rational behaviour of the consumers in the
process of making a purchasing decision. The slogan for depicting the rational behaviour of
the consumers for Insurance products under the BSFI category is, ‘Do what is right for you
and your family'.
The slogan will be posted all around the social media pages for the brands like Allianz with
the questionnaires asking about their most frightful thoughts and concerns regarding risks and
challenges (Stephen 2016). For this ad, the marketer can adopt the digital and Television
platform for communicating the benefits. The digital platform will focus on co-creation
approach through a questionnaire, and the Television ad will include middle-aged people

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impersonating fatherly and motherly figures with the responsibility of the whole family and
tough decisions. The images or hashtags demonstrating the rational behaviour of buying
Insurance policies are depicted below:
Conclusion
Therefore, the paper can be concluded by stating that the features and value offerings
of a product category should be used for constructing the creative advertising idea and
consumer behaviour approaches by the marketer. The paper demonstrated the application of
consumer behaviour theories on the strategy of shaping communication content and approach
for the target customers.

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References:
Barbopoulos, I. and Johansson, L.O., 2016. A multi-dimensional approach to consumer
motivation: exploring economic, hedonic, and normative consumption goals. Journal of
Consumer Marketing, 33(1), pp.75-84.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing
and advertising. SAGE Publications Limited.
Haugtvedt, C.P., Herr, P.M. and Kardes, F.R. eds., 2018. Handbook of consumer psychology.
Routledge.
Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Murphy, M.C. and Dweck, C.S., 2016. Mindsets shape consumer behavior. Journal of
Consumer Psychology, 26(1), pp.127-136.
Nwachukwu, S.L. and Dant, R.P., 2015. Consumer Culture in Developing Economies: Is it
Really So Different?. In Proceedings of the 1990 Academy of Marketing Science (AMS)
Annual Conference (pp. 35-40). Springer, Cham.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, pp.17-21.
Zhang, K.Z. and Benyoucef, M., 2016. Consumer behavior in social commerce: A literature
review. Decision Support Systems, 86, pp.95-108.