Consumer Behaviour: Estee Lauder

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1.0 Introduction Many companies at different levels strive to achieve a positive attitude towards their organizations, companies such as Coca Cola, Estee Lauder Companies Incorporation (Estee Lauder) and many others. Estee Lauder is a globally recognized manufacturer and marketer of prestige skin care, makeup, and fragrance and hair care products. Estee Lauder founded the Estee Lauder Company in 1946 and it’s headquarter is located in Midtown, New York. Estee Lauder comprises of popular brands such as Estee Lauder, Clinique, MAC Cosmetics and many others. According to Estee Lauder (2011), the purpose of Advance Night Repair (ANR), is it frees skin from the visible accumulation of excessive damage and helps dramatically boost skin's…show more content…
The advertisement communicated functional consequence, greater & younger looking skin, psychological consequence, getting close to people and values, contentment and great future using the means-end chain analysis, (Gutman, 1982 cited in Blyth, 2008), which generated generic need recognition and created interest for the product. The advertisement is positioned at the middle of upscale magazine and has tag line “good night, good morning, great future” which appeals to the social need according to Maslow’s Hierarchy of Needs (1942 cited in Waterman and Ramsingh, 1999) (see Figure 1.3) of the consumer. Whereas, it appeals to the emotional identified by Plato’s divide soul, (Wright 1999 cited in Wright 2006) (see Figure 1.4) and serves as an antecedent to increase involvement, according to involvement theory (Evans, Moutinho, Raaij,1996). This motivates consumer by projecting in their minds an image of desired state and leads the customer through the other stages. Figure 1.3 showing Maslow’s Hierarchy of needs Source: Title: Plato’s divided
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