Fathimah D. Himmah
Given the various brand of products available, consumer tends to have a certain motives behind their purchase behaviour. According to Maslow’s Hierarchy of Needs, there are several needs that people has which affect consumer in buying a product. Consumer’s purchase intention could be influenced by physiological, safety, belonging and love, esteem, and self-actualization aspect – which differ from each person.
Axe Body Spray
Axe is a brand for deodorant, body spray, and shower gel by Unilever. Axe body spray enters the market with its new fragrances and new campaign, “Heaven on Earth”. This product targets male teenagers to young adult who want to feel good about themselves by creating Heaven on Earth campaign. Axe indulge the consumer in a fantasy of Axe’s fragrance is irresistible to the point where angels forget their place and come down to earth to enjoy the smell. This campaign encourages the consumer to be confident in any activities and situation they face.
Axe Heaven on Earth
The campaign uses several executions, covering TV commercials, print, billboard, moving ads, and events. Axe touches the emotional aspect of the consumer by using sexual appeals ads. They use ‘Axe Angels’ as their USP, which appear in all Axe advertisements. The advertisements shows how the angels fall for the consumer after the use Axe body spray that makes them irresistible.
Axe Consumer Personality and Self Concept
Umar is an undergraduate student majoring in Communication at Bakrie University. He has been using the Axe body spray since he was in Junior High School. Umar is a very outgoing person, who prefers to hang out and spend time with his friends rather than staying at home. He pays an extra attention on how he looks and dress. He believes at appearance makes a man, and that it tells a lot about a person. Although he looks pretty oblivious about his surrounding, he actually care a lot on how...
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