Consumer Behaviour

Topics: Playboy, Hugh Hefner, Playboy Enterprises Pages: 24 (5706 words) Published: July 15, 2010
Interpret Market Trends and Developments

Analyse Consumer Behaviour

Scenario–based report

Report prepared for

Rodney Sands
Teacher, MKTNG & ADV, GCIT


Student Name: Mikaylah Murphy
Student ID: 4100247810

Due Date: Friday, 11 June 2010
Table of Contents

Executive Summaryii
1.2Scope and Rationale1-1
1.3Sources of Information1-2
2Product Findings2-3
2.1What is Playboy2-3
2.2The man behind the magazine2-3
2.3Playboy Today2-4
2.4The Product2-5
2.6Characteristics and Data2-7
2.7Features and Benefits1
3Market Profile1
4Target Market4
4.3Market Segments6
4.3.1Market segment “Something better”6
4.3.2Value segment “Young optimists”7
4.3.3Value segment “look at me”8
5Factors influencing buying behaviour9
5.1Psychological factors10
5.2Personal factors10
5.3Cultural factors10
5.4Social factors11
6Product performance (Past and present)11
6.1Shifting Values and Emerging Markets [pic]15
6.2Strategy Shift [pic]15
7Focus of Appeal16

Executive Summary

This report was commissioned to investigate the consumer behaviour, characteristics of buyers and potential buyers of a leading men’s magazine, namely Playboy Magazine, which is distributed in 150 countries around the world.

A detailed examination of the products benefits and features has been undertaken to identify the magazines quality, virtue and unique selling points.

An introduction into the Playboy brand and the founder ‘Hugh Hefner’, is discussed to provide a well rounded understanding of the foundations in which playboy are built upon.

When analysing the characteristics of the target market, three market segments (as stipulated by Roy Morgan Value Segments) were identified to describe the existing and potential buyers of playboy magazine. These groups included: “look at me” ™, “Young Optimist”™ and Something Better”™. These value segments identify how people think, their aspirations, self-images, and their overall general behaviour which in turn can determine and predict the purchasing behaviour of Playboy magazine. Other factors which influence buyer behaviour include: Cultural, Social Psychological and Personal factors.

Based on these findings, an emotional focus of appeal for the product was chosen. Playboy utilises an emotional appeal to shape the minds of young men, by stimulating the consumers’ emotions, social and psychological needs through the promotion of the “Playboy Philosophy” and content of the magazine.

The report concludes with an examination of the products past and present sales performance and market position in order to predict future marketing direction and trends of the magazine.


1 Aim

This report sets out to examine the consumer behaviour, characteristics of buyers and potential buyers of a leading men’s magazine, namely Playboy Magazine, in order to design an innovative promotional strategy aimed at:

✓ Maximising sales
✓ Increasing market share
✓ Successfully introducing the product
✓ Increasing product popularity

2 Scope and Rationale

The report covers an analysis of the Playboy brand, the founder, and its core tangible product; the Playboy magazine, its features and benefits to the consumer; its target segment; the market place, the factors influencing consumer behaviour; the purchase motivators and the magazine’s performance history until today.

The introduction looks at the development of the brand and its founder in order to illustrate how these elements combined, created the Playboy Philosophy, to which set the foundation for the brands reputation and recognition, as well as producing one of the largest-selling men’s magazines in...

Bibliography: (Accessed 20 May 2010)
(Accessed 20 May 2010)
Yahoo Finance PLA Inc,, 2010
(Accessed 24 May 2010)
Business and Marketing Tutor,, 2010.
(Accessed 24 May 2010)
Playboy’s Doctrine of male, Journal Christianity and Crisis: April 17, 2006 prepared by
(Accessed 24 May 2010)
My Daily New U.S, Gossip column, 2009.
(Accessed 24 May 2010)
(Accessed 24 May 2010)
The Huffing Post, The internet newspaper: News blogs
(Accessed 24 May 2010)
The Times Online,
(Accessed 2 June 2010)
(Accessed 4 June 2010)
Ask men, online reviews & articles.
(Accessed 4 June 2010)
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