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Marketing 101: Consumer Behaviour
Categories: Marketing 101

Consumer behaviour
Why do the end consumers consume what they consume? What was it about Star Wars that made it the phenomenon that it became back in the summer of 1977?
Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. It also needs to check other brands of the customer’s consideration set to prepare the right plan for its own brand.
Cultural factors
Universal appeal of the story. The story is based on the concept of the monomyth. Joseph Campbell’s term monomyth, also referred to as the hero’s journey, is a basic pattern that its proponents argue is found in many narratives from around the world. Campbell argues that classic myths from many cultures follow this basic pattern. This made the film easily relatable for everyone.

Social factors

  • Family: The marketing campaign was geared towards establishing the film’s PG rating. Parents were encouraged to take their kids to the movie. In fact, an early perception the film had to fight off was that it was a children’s movie.
  • Referance groups: As evidenced by the cult following and word-of-mouth generated by the film. Aspirational groups were set up in society. Also, hugely favourable peer reviews convinced more people to watch the movie.

Personal Factors
Personality and self-concept: The film was pitched as a thrilling ride which would be appreciated by adventurous people who wanted to watch a fresh kind of movie. Also, the movie’s sci-fi credentials were well established. It was sci-fi, but at the same time, it was more popcorn-y than 2001: A Space Odyssey. Hence, sci-fi geeks were convinced to watch it opening day.