Consumer Behavior
July 28, 2013

In economic activity transportation has an important role. Transportation systems are needed to support mobilization, communication, and information technology. The industry is a capital-intensive and labor-intensive which requires the needs for large sums of money for investing planes and industry tools needed for human power for operation. Development of flights is currently indicating levels of competition between brands that’s getting high, also the support by competing aviation business behavior which competes in services through variety of products offering promotions, innovations, and creativity that is packed for the strategy of passengers service with the expectation of passengers will be loyal to certain brands. Secondly, the products characteristics of products relatively homogeneous a little difference between flights to one another including the number of alternative option brands giving flexibility to customers to choose and comparing and supporting customers to switch to other brands. Loyalty shows international flight passengers strength in cognitive including strong intention to recommend others to use certain flights airlines. Singapore is renowned to successful strategic airport brand. Recreation and relaxation goes hand in hand. Catching a movie, playing Xbox games or watching cable television on a plasma LCD are all done on Singapore airlines. Also themed gardens with indoor to outdoor sun are also included. Winning over 250 awards means Singapore keeps the promise to stakeholders and customers. Customers say their travel experience as continuum. The airport experience is safe, secure, and seamless, on time, efficient, hassle free, pleasant, and pleasing. By providing customers with experiences that other airlines doesn’t offer are the best rated. Singapore satisfies their customers with quality, unique customer experience, and basic services. The management of airlines have to first implement safety and security. But it is also important to understand customer satisfaction and perception. Market research provides critical intelligence needed for a strategic direction, unique brands, and assures the airport stays on track. Standard, policies, procedures, and systems all are the core to vision and brand identify. Operators at airports positions for customer service standards. The standards for airports assure consistent and reliable performance, guide customer communication and marketing campaigns, and managing the expectations of customers. Guidelines for the condition of the facility the cleanliness, operation efficiency, employee’s behavior, appearance, knowledge, signage, airport and terminal planning and design, concessions, and the impact on customers. Some techniques to “ stay on brand”, is periodic review of airport policies, procedures and systems to enable excellent customer service, a performance management system to measure the airport operator’s performance and that of the entire airport community to keep the on track and unique service programmers focused on customer priorities that also advance the airports brand. An airport brand definition is what it does, how it differs from other airports, what it promises to deliver to the ones that interact with services. When customer- centric, customer wants, needs, expectation and priorities, by determining satisfaction levels, and perceptions of airports and services provided all are most effective. Customers judge airports performance with airports that provides service. For an airport to receive a high level of customer satisfaction the airports should boost up the airport performance while managing the customer’s expectations regarding service delivery. Customer satisfaction increases as performance exceeds. Through advertising, marketers create and shape consumers’ perceptions of their products by positioning their offerings as fulfilling consumers’ needs and delivering important benefits more effectively than competing alternatives. (Schiffman, Kanuk, & Wisenblit, 2009). Getting consumers to believe that a brand delivers a product or a brand delivers a product or service benefits the importance of a consumer. Benefits becomes the main key of a brand making it a unique proposition of the brand’s competitive advantage. Commodities are the most difficult products from competition. When products becomes more complex and the marketplace more crowded, the consumer’s depend on the products, image and benefits claimed in making purchase decisions. Products, consumers often evaluate the quality on the bases of the external product, price, brand, image, and the manufactures image. Numerous ways are used to measure the perception of the brand of luxury related to perceive of quality.
Which of the Ad’s Elements conveys the product’s quality? Reputation is important and without it the brand is just a product. Advertising is good for promotions while driving sales. Brands have a personality and a positioning but without a reputation it’s meaningless. Reputation through experience is best enhanced. Consumers will engage more if they try it, but it, and interact with it. Interaction equals a brand from experience and promotions forces the interactions between the consumers. Stella Artois was launched in 1976 and was strong, expensive, and with a discordant of British beet taste. The driving sales was huge. The disadvantages of strength and price Stella Artois turned these to advantages recreating the Reassuringly Expensive brand we now know today. In the early 90s Stella Artois was losing market share and volume due to the society of British threatening to make a brand based on expense and exclusivity once again. In the message that Stella Artois communicated in a subtle shift of the changing times while still remaining true focusing on a quality product. Stella Artois message changed from “Stella Artois is expensive because it is good quality” to “Stella Artois is worth paying more for (...So it must be a good quality).” This difference meant instead of focusing on the product the marketers no longer talked about the product but allowed the consumers to work it out for themselves. Stella Artois has become the most widely- drink beer in Britain and as of today the only beer growing penetration. (Kent, 1999). In 2003 Stella Artois was the largest premium brand and the 3rd largest lager brand selling over 3,495 million in barrels. (Kent, 1999). Consumers believes Stella Artois to be “Quality” brand and “worth paying more for.” Stella Artois advertising is the most salient in the market enhancing the image brand, and growing over competitors. Accounting for the majority of Stella Artois volume the consumers drive sales as their preferred or favorite beer. Consistent focusing on Stella’s Artois success in its history from 1976 when it first launched to 1990 when it seemed they would have to relaunched caused Stella Artois to refuse compromising on the positioning. Remaining true to itself other than bending to what consumers and markets was dictating. In the prestigious aloof, expensive brand this manifested Stella Artois dominate beer market in the UK today. The truth of human nature more powerful and ultimately have gained marketers anxious for success. Stella Artois remained consistent while others reformulated into light, ice, and low alcohol varieties. Evolving over time the packaging for Stella Artois to be supreme quality and worth. In 2001, the image was changed and the outer box was re-designed in 2003 standing distant from other lager packs. In 2001 Stella Artois pint glass was introduced reinforcing the image in the real world by ensuring supreme quality and worth appropriately served. At least one class is possessed in households in the UK. Reinvigorating the brand in 1990 played an important role in advertising giving a revised, effective identity without leaving out pass drinkers. Differences in advertising is Stella Artois commercials are not famous for beautiful women, flashy cars, and cool bars. Placed on a pestel beyond all logic to the point where the drinkers will do anything to get their hands on it elevates the product. The dialogue is French limiting the scope for gags lads and can be played back in the pub on Friday nights. Consumers are conscious that the overall quality message, “None of the other beers could do quality so convincingly because Stella has been saying it for as long as I can remember and anyway it’s true.”(Kent, 1999). Stella Artois runs few and value added promotions, but retailer loves to promote Stella Artois. Stella Artois is the most discounted grocery brand. Many companies use advertising exhibits and sponsorship of community events enhancing their images. (Schiffman, Kanuk, & Wisenblit, 2009). In this paper I have describes two different ads one for Singapore Airlines and the other for Stella Artois beer. Both consist of things to what is influenced in the ads and the reason for the quality of the products.

References
Justin Kent Research, 1999 retrieved from http://wheresthesausage.typepad.com Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer behavior (10th ed.). Upper Saddle River, N.J: Pearson Education/Prentice Hall |
Stewart, H, (2008) Airport Management. Vol 2, No. 3, 218-226, retrieved from http://gatewaygroupone.com