CONTENTS
Contents …………………………………………………………………………………………………………………2
1 Introduction..……………………………………………………………………………………………………….3 1:1 Consumer Behaviour …………………………………………………………………………………3 1:2 Advertising …………………………………………………………………………………………………3 1:3 The Brand …………………………………………………………………………………………………..3
2 Analysis and evaluation of theories adapted..….………………………………………………..3 2:1 Perception theory……………………………………………………………………………………….3 2:2 Attitude theory……………………………………………………………………………………………5 2:3 Personality theory (brand personality)……..………………………………………………6
3 Conclusions………………………………………………………………………………………………………….6
References……………………………………………………….……………………………………………………..7
Appendix I……………………………………………………….…………………………………………………....8

THE EVALUATION OF CONSUMER BEHAVIOUR THEORIES ADAPTED BY POLO RALPH LAUREN
Introduction
The purpose of this paper is to analyse and evaluate some of the most important theories in consumer behaviour. These theories include the perception theory, motivation theory, learning theory, among others and how these theories are applied through message appeals and segmentation. The Polo Ralph Lauren product – Polo Black has been chosen to complete this paper (see appendix I) and the theories – perception, attitude and personality have been identified in the chosen advert.
1:1 Consumer behaviour
The term consumer behaviour is defined as “the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires” (Solomon and Rabolt, 2004). Consumer behaviour can be analysed through various theories such as perception, memory, motivation, attitude, among others. Marketers employ these theories to their advertisements so as to influence the purchasing decisions of consumers.
1:2 Advertising Advertising is a stimulus in which marketers have become very creative with to gain consumers attention to their products and communicate with them (Solomon and Rabolt, 2004).
1:3 The brand
Ralph Lauren brand is known as a leading fashion brand synonymous to luxury. Ralph Lauren Polo Black is a sophisticated fragrance created to appropriately transit between engagements during the day and into the evening. During the day, its fresh, complex array of citrus and spice will carry the modern man throughout the working day. However, as the softer essences start to fade, Polo Black transits into a heavier masculine infusion, making it an appropriate night time scent for after hour affairs.
2. Analysis and evaluation of theories adapted
2:1. Perception Theory
Consumers act and react on the basis of their perception, and not on the basis of objective reality. Perception is the process of converting sensory memory input into the understanding of how the world works. Through advertising, marketers create and shape consumers’ perceptions of their products by positioning their offerings as fulfilling consumer’s needs and delivering important benefits. From the advert, we can say the Polo brand is offering some sense of relaxation and confidence. Looking at the advert, the perception theory can be identified in three perspectives: physical perception, object perception and semiotic. (a)Physical Perception
This occurs though the human senses. Sensory inputs provide sensations that can be received on a number of channels. Sensation refers to the immediate response of our sensory receptors (eyes, ears, nose, mouth, fingers) to such basic stimuli as light, colour and sound (Solomon and Rabolt 2004).
Marketers rely heavily on visual elements in advertising. The meanings of the visual elements used within advertisements are communicated on the visual channels through the product’s colour, size, styling, brightness and distinctiveness. Thus, colours used in advertisement play an important role as it is a powerful way to draw attention to a product or to give it a distinct identity. In the “Polo Black” commercial (see appendix I) the colours black, white and blue have been used. The colour black is associated with power, elegance, and formality. White is considered a colour of perfection and blue symbolizes confidence and intelligence. This depicts that the Polo Black perfume is for confident, powerful and high class people. The physique of Polo Black is seen in its formal black and bold solid exterior which gives the consumer an impression of exclusiveness. However, the black background diminishes readability of the advert as it does not make the product which is being advertised conspicuous. In addition, the size of the brand in the advert does not command enough attention from consumers.
The package design (flask-like shaped appearance), physical attributes and sex of the model used in the advertisement depicts that the Polo Black fragrance is designed for men.
(b)Object Perception
This is the impression or image consumers have of brands. From the advert, Polo Black is perceived as a product that increases one’s charm and comfort.
(c)Semiotic
When it comes to interpretation of symbolism every marketing message has three basic components: the object, which is the product that is the focus of the message, the sign, which is the sensory imagery that represents the intended meanings of the object, and the interpretant, which is the meaning derived (Solomon, Bamossy and Askegaard 2002). According to Charles Sanders Peirce, signs are related to objects in one of three ways: they can resemble the objects, be connected to them, or be conventionally tied to them. From the selected advert (shown in appendix I) Polo Black itself is the main focus of the message, the model stands for the sign and the interpretant would be this product helps one to be more attractive. The Ralph Lauren logo can be seen as an Icon as it associates with the brand, stating that it is a timeless brand.
2:2. Attitude Theory
As consumers, each of us has a vast number of attitudes toward products, services, advertisements, and retail stores. For the sake of this report, attitude is seen as a lasting, general evaluation of people (including oneself), objects, advertisements, or issues (Solomon and Rabolt, 2004). Anything toward which one has an attitude is called an attitude object. From the advert, the attitude object is the Polo Black fragrance. A consumer’s attitude formed towards the Polo Black fragrance can be linked to the experimental hierarchy. The experimental hierarchy highlights the idea that attitudes can be strongly influenced by intangible product attributes, such as package design and by consumers’ reactions towards accompanying stimuli, such as advertisement and brand name. A consumer’s feeling about Ralph Lauren as a valuable brand will indulge him in making a purchase of the brand before regarding relevant attributes to the brand. Also, the name recognition of the brand – Ralph Lauren makes the Polo Black fragrance stand out and inspires loyalty from its consumers.
According to Katz (1960), Attitudes serve four important functions for individuals and these are: the adjustment function, ego-defensive function, value expressive function and knowledge function. From the chosen advert, the ego defensive function and the value expressive function of attitude have been identified.
(a)The Ego-defensive Function
The ego defensive function explains people’s desire to protect their self image and build up their inner sense of self security and confidence. From the advert, Polo Black fragrance promises to give the user some level of confidence. The consumers who use the Polo Black fragrance would develop a feeling of attractiveness and if around other guys they become competitive.
(b)The Value Expressive Function
Attitudes provide the basis for people to express their values. This function is about expressing one’s lifestyle and belief through the use of certain products. Consumers who use the brand are likely to get the feeling that the brand reflects and express their social identity. The model used in the advert is consistent with a lifestyle that includes fashionable, wealthy and confident.
The culture of a brand also aids in associating one’s self with a brand. A brand’s culture is a means of communication and a set of values feeding the brand’s inspiration. The culture of Polo Black is proudly represented as American luxury for the urban living. Polo Black communicates that exclusive users of the brand are ‘the elite’. It also makes the target consumer feel sexy, confident and sophisticated.

2:3 Brand personality
Consumers have a variety of enduring images of themselves. These self-images are very closely associated with personality in that individuals tend to buy products and patronise retailers whose images and personalities relate in some meaningful way to their own self image. The ‘personality’ dimension describes what characteristics the product would have if it was a real person and the human personality describes traits it would inherit. With this in mind, a brand’s personality is duly projected through its advert. As a human, Polo Black’s personality traits can be described as confident and successful. The personal characteristics of Polo Black would also incorporate its consumer as a man who is daring, mysterious, and seductive.
Consumers also tend to associate personality factors with specific colours. The black packaging of the Polo Black fragrance creates a sophisticated personality. Consumers who would use the Polo Black fragrance see this as an opportunity to express themselves.
3. Conclusion
It is fair to say that the consumer behaviour theories adapted in the chosen advert did a good job in promoting an effective message across to its consumers. However, the model used in the advert does not project the personality of the brand maximally, as he is seen with a gloomy face and does not really reflect the charisma that should accompany the brand.
This prompted the change of the model in the presentation (part 2).