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Autor: anton 01 December 2010
Words: 1488 | Pages: 6
The Benetton Group is a native Italian company whose core business is clothing. Founded on 1945, Benetton has reached 120 countries with more than 5,000 stores located around the world. With estimated sales around 1.7 billion euros at the end of year 2004, Benetton is still one of the largest retail clothing companies in the world. But as stated in its own companyâ€™s Website, sales of Benetton products have fallen from 2,098 billion euros in 2001 to 1,686 billion euros in 2004.
In this paper we will analyze, the role that some external influences have taken on the drop on sales for the Benetton Group. We will also try to find a link between Benettonâ€™s controversial advertising campaigns around the world and consumers perceptions towards the brandâ€™s products.
Benettonâ€™s advertising campaigns
In 1989, Benetton became the first company to eliminate pictures of its products from its advertisements. In their place, Benetton uses images of AIDS victims, racism, war, and death row inmates. This campaign strategy and philosophy is the result of the combined efforts of company president Luciano Benetton and photographer Oliviero Toscani.
While trying to convince the public that this advertising strategy is legit and that it is not driven by economic purposes, Luciano Benetton (United Colors of Benetton co-founder) says that he is â€œonly interested in the world and peopleâ€¦I have always been sympathetic to peopleâ€™s problems, to minority rights, birth control, disease, wars, racism, religious intolerance. I cannot offer solutions to these problems, but if I can make people more aware than that is all I offerâ€ (www.benettongroup.com 2005)
Despite claims made by Benettonâ€™s top management that profit was never a motive and raising social conscience is their single goal, Benetton ads have been widely criticized and banned worldwide. While some markets (like the UK and the Italy) have been more tolerant to Benettonâ€™s advertising styles, other countries have reacted differently. Why? The answer could probably be found by analyzing how external factors such as Culture, Social stratification, Reference groups and Family can influence on the buyers perception of a brand or product.
Culture, reference groups and family and the Benetton ads
According to Blackwell, â€œCulture represents the behavior, beliefs and, in many cases, the way we act learned by interacting or observing other members of society.â€ In other words, culture is a learned behavior shared by members of the same country, community or society. When advertising a product or brand it is vital to understand the cultural values of the intended audience since cultural factors have a significant impact on customer behavior.
In 1991, when Benetton started its AIDS campaign, the world knew very little about this deadly disease. While in some developed countries, people where starting to understand the causes of the disease and how everyone was a possible victim, other third world countries visualized the concept of a gay men and drug-addicts problem.
Benettonâ€™s first AIDS related campaign showed a photo of a man named David Kirby who at the time was dying of AIDS (See appendix I). While the same photo received praises from the public when it was first published by Life magazine, Benettonâ€™s ad was perceived as "obscene", "disgusting", and "a despicable exploitation of a tragic situation" according to Britain's advertising Standards Authority. Benettonâ€™s move was criticized as exploitation of the victim as a way to gain brand recognition and sell more clothes.
In this case we can see how cultural values can make a society react differently to a same situation depending on the messenger. While Benettonâ€™s ad was clearly trying to appeal to a mature, well informed and probably economically stable audience, it reached the society as a whole and caused a chain reaction against its brand that included their target audience and other society members who were not supposed to be reached.
Values and religion
When Benetton realized that the message on their first AIDS campaign ad was not well received by the audience, they change the pictures in their ads for what they thought where more acceptable images for the public to handle. This is were they started their AIDS preventive campaign.
In this new campaign, Benetton ads presented pictures of condoms in an attempt to persuade people around the world to protect themselves against the deadly disease (See appendix I for Photograph) . Even though, Benettonâ€™s new approach to the topic didnâ€™t received as much criticism as before, some of Benettonâ€™s store owners in the US and around the world claimed in a legal suit that these ads with rainbow-colored condoms ruined their business because of several protests by religious entities in front of their stores.
Religious institutions values have a strong influence on individualâ€™s behavior. According to Blackwell, the Catholic Church have risen from tiny levels in 1776 to a quarter of the U.S. population largely because European and Hispanic immigration in the recent years. The Catholic Church has been actively conducting protests throughout the U.S. against abortion and birth control methods other than the rhythm method which is the only birth control method allowed by them. These rainbow-condom ads where perceived by the Catholic Church and other religious institution as an invitation to promiscuity and soon coordinated active protest manifestation against the brand and its stores around the world.
Family is the dominant agent of transmitting values in most cultures. However, many changes are occurring in the traditional structure of a family that should be considered. With a society of working parents, children are increasingly learning their values outside the family from school, friends and media. Also the increase in single mother births also diminishes potential parental influence on children. Even tough times are changing; the family remains a strong influence on the buyerâ€™s behavior.
In 1997, Benetton introduced a new product line of baby diapers. This effort to penetrate the market of the soon to be mothers, coincided with Benettonâ€™s campaign against racism. In this campaign, Benetton placed a photograph of a white infant suckling at a black womanâ€™s breast (see appendix I). While this ad won many artistic awards in Europe, it was considered too controversial for publication in the U.S. Many believed that given the history of slavery in the U.S., people would see the black woman not as the childâ€™s mother but as a nanny or nursemaid whose job it was to take care of the white child.
In this case, Benetton showed a concern for the possible misinterpretation of the adâ€™s message in the U.S. and decided against conducting their campaign in this country. But the despite of such uncommon precautious actions taken by the company, the Benetton diapers failed to achieve desirable sales in the U.S. The reason remains unknown but many market analysts coincide on the fact that maybe American mothers didnâ€™t wanted to have their babies related to a brand known for many controversial issues presented in the past.
It is evident that even when babies are the intended end users of Benettonâ€™s diaper, it is the mothers who had the final decision on the purchase. This clearly evidences the power that family members still have on the buying behaviors of its members.
There is no question about how Benetton has change the way companies search for innovative ways of advertising their products. The Benettonâ€™s strategy of using controversial topics to gain public attention was in fact, successful in the short term. But touching social and cultural values and believes in such an aggressive way has been proved to affect the brandâ€™s image in the long run.
Even when there is no real proof of that the negative impact on sales is attached to the negative public perception of the brand, there is strong evidence that proves that there is a link between aggressive campaigns and drop in sales in specific markets. Benetton is no stranger to this theory and is now trying to change this image by analyzing the culture and values in each of the markets were they have businesses in and are trying to develop social related campaigns that really appeal to the needs and concerns of those audiences. Will they be able to transform a global image? Time will tell.
Benetton ads photographs
Blackwell, Roger D. 2001, Consumer Behavior 9th edition
Copyright Â© 2001 Southwestern a division of Thomson Learningâ„¢.
Adweek Eastern Edition, August 24, 1992 v33 n34 p26(6)
Benetton's true colors. (clothing maker keeps rolling out controversial ads) Noreen O'Leary. Retrieved for Thomson Galeâ€™s Infotrac Database on November 6, 2005
Magindia.com Why Benetton lost its colour ( October '15,2001, BS)
Retrieved on November 6, 2005 at URL: http://www.magindia.com/manarch/news/man3340.html
Bennetongroup.com (2005) Press Area Retrieved on November 5, 2005 at URL:
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