Consumer and Organisational Buying Behaviour Assignment :: Business and Management Studies

Consumer and Organisational Buying Behaviour AssignmentChoose two adverts from the press (newspapers or Magazines) one of ahigh involvement soundly and the other of a low involvement good. Comparethem while identifying the various techniques used in consumerbehaviour to communicate the message. You may contact the producers ofthe advert.High thing Good ResidenceRelevant key Ad for Apartment in Tigne Point.Low Involvement Good International Telephone serviceRelevant Advert Ad for OneVoice Low-cost International phone cardsInternational phone calls are nowadays an everyday necessity for manypeople life in the Western world, whether for business purposes orto keep in touch with partners, friends or relatives abroad. This isespecially so in Malta since practically every Maltese person livinghere has relatives who have emigrated, a substantial expatriatecommunity exists and because of the small size of the island and totalabsence of most raw materials, almost every sorti ng of businessnecessitates frequent international phone calls. Besides, as theOneVoice advert I have chosen clearly demonstrates, internationalphone calls have become as affordable (and as necessary) to manypeople living in Malta as low cost basic food stuffs and drinks. Hencein Malta one sens now consider an international phone call service as alow involvement good since most people living locally have to resortto it quite frequently and do not think much about it beyond selectinga cheap, reliable, value for money service.The OneVoice advert then makes quite a huge issue of value andimplied value for money by publicizing the cheapest rate veryprominently against a bright tearing background and stating the servicesother desirable features against a bright green eye-catchingbackground. The advert in fact has just the right change integrity of the saturatedcolours green, yellow, cyan, orange and red to capture attentionwithout overwhelming people and causing visual fatigue. Ther e is alsoan adequate amount of glum which is considered a rather relaxingcolour associated with class and high quality and with thelimitlessness and peace of sky and water. This mix of various, brightcolours (a) ensures that every probable clients tastes is, somehow,catered for at least visually (b) is locally associated with festiveseasons (Christmas, Carnival, summertime) spring, fun and plenty andso gives a certain feel good factor in to using OneVoice even though atthe end of the day OneVoice is just another basic internationaltelephone service.Conversely no indication of price range is given in the advert forTigne Point properties although it is obvious that it is aimed at theinternational yachting community and other extremely affluent, rather