Part Two
Continuing the report, part two conducts a comprehensive and thorough exploration of the relevant consumer behaviour aspects (culture, self-concept, motivation and perception) associated with Fitness Fanatic Millennials and how they have implications for UnTouch.
Culture
Consumer purchasing behaviour can only be understood once it is considered in the cultural context (Solomon et al., 2019). This behaviour is influenced by culture when beliefs translate into physical behaviours (Sağlam & Abdullah, 2021), which emphasises the importance for UnTouch to consider culture when expanding internationally. Hofstede’s cultural dimensions compares and contrasts countries to help understand different cultures (Hofstede, 2001). As different cultures exist within countries, Hofstede may have actually studied national differences rather than cultural (Baskerville, 2003). Myers and Tan (2002) suggest adopting a more dynamic perspective and disregard the concept of national culture. Nonetheless, this report intends to uncover the national differences between the United Kingdom (UK) and Germany to identify the potential need for marketing adaptations, therefore, Hofstede is appropriate for the purpose of this report.
Hofstede’s Cultural Dimensions
Germany is like the UK in power distance and masculinity (Figure 1), but they differ in other values meaning that UnTouch must adapt its marketing strategies. Figure 1 shows that the UK and Germany are individualistic, where consumers are self-oriented (Triandis, 1995), think for themselves and strive for personal fulfilment (Hofstede Insights, 2022). Germany, however, scores lower than the UK implying that they may have slight collectivistic tendencies where they would be more likely to define themselves within a group (Triandis, 2001). This means that UnTouch’s marketing communications should remain individualistic focused but collectivistic to some degree, for example, incorporating a group in an advertisement but centring it around the individual. Germany also has higher uncertainty avoidance than the UK, where they are unwilling to take risks and avoid the unknown (Hofstede Insights, 2022). This presents a challenge as they may be unwilling to try UnTouch as it is new for Germany. Nonetheless, it is well established in the UK which provides some reassurance. Additionally, the influence of peers’ opinions can reduce uncertainty (Hwang & Lee, 2012) as well as displaying high expertise (Hofstede Insights, 2022). UnTouch, therefore, could utilise the power of peers and convey to consumers that the brand is an industry expert. Furthermore, Germany’s higher long-term orientation may be contradictory to its high uncertainty avoidance, where they pursue achievements and adapt well from traditions (Hofstede, 2002). Germans, therefore, may adapt from consuming traditional protein supplements, such as shakes and bars, to UnTouch. By considering these cultural differences, UnTouch can effectively adapt its marketing strategies for a successful expansion into Germany (Kotler & Keller, 2015).
Self-Concept
Actual and Ideal Self
Consumers’ thoughts and feelings position the self as an object that can be commodified and marketed (Rosenberg, 1979). Positivity towards self-concept is self-esteem which can be exploited by brands doubting a consumer’s self-esteem to show that their product provides the solution (Solomon et al., 2019). Marketing communications could, therefore, feature a muscular model that consumes UnTouch to suggest that it is the remedy to building muscle. Consumers would make social comparisons, comparing their self-concept with the model (Morse & Gergen, 1970), and purchase the product attempting to boost their self-esteem. The model could also reflect the consumer’s ideal self, where the product brings them nearer to the ideal vision of themselves (Malar et al., 2011). Consumers are found to prefer brands that do this because it represents their ambitions for self-improvement (Malar et al., 2011). This, therefore, achieves ideal self-congruence as the consumer is buying into a brand that agrees with their ideal self (Astakhova et al., 2017).
Body Image
Body image, the perception of physical appearance, is a key component of self-concept and self-esteem (Solomon et al., 2019). Men who compare their body image to figures in the media have higher tendencies to take muscle building supplements (McFarland & Kaminski, 2009). UnTouch can leverage this by using influencers as the target consumer is susceptible to their influence (Mooney, 2018) so will purchase their recommendations. Consumers’ body image insecurities can be exploited by brands, thus generating a gap between their actual and ideal physical appearance resulting in them purchasing products that are marketed to close that gap (Solomon et al., 2019). This ties in with the model and social comparison concept, discussed further in section 2.1.2. There is, however, backlash against this strategy by larger consumers that claim big is beautiful, implying that they will not succumb to these marketing tactics (Solomon et al., 2019).
The Id and the Superego
The Superego in Freud’s Theory of Personality (1923) is the aspirational self that chooses products for self-improvement (Solomon et al., 2019), thus linking to the concept of the ideal self. UnTouch, therefore, appeals to the Superego because it is designed for self-improvement by promoting muscle growth and repair. Marketing communications must effectively relay these benefits for the Superego to persuade the consumer to purchase. The Id, however, conflicts the Superego when making snacking decisions as it chooses unhealthy options because it desires pleasure (Sukonongpao, 2020). Nonetheless, UnTouch is an indulgent product that promotes pleasure as well as offering health benefits, resulting in it satisfying the Id and the Superego, therefore, it can be marketed for pleasure and self-improvement.
Motivation
Maslow’s Hierarchy of Needs
Motivation is a set of processes resulting in certain behaviours (Szmigin & Piacentini, 2015). This occurs when consumers act in ways to try and achieve their ideal lifestyle and products can facilitate this (Solomon et al., 2019). Consumers have an array of needs that need to be satisfied and Maslow’s (1968) theory provides an understanding of them. Self-actualisation reflects consumers who are maximising their potential and focused on personal growth (Jones & Crandall, 1986), which aligns with UnTouch’s brand values.
Belonging needs relate to the desire to be accepted by others (McLeod, 2007) and consumers purchase products to make statements about themselves to others (Sethna & Blythe, 2019). Although UnTouch is not a conspicuous product, it alludes to a consumer that is focused on their health and fitness and potentially becoming accepted among them. Others within the same social group may, subsequently, make the same purchases aspiring to be like them but this is only applicable if the product is assimilated with that group (Anderson & Kilduff, 2009). UnTouch, therefore, must ensure that it is recognised within health and fitness communities, such as, in gyms, digital communities and sports clubs. Additionally, the human desire to exist within a social group motivates consumers to purchase products that are expected of that group (Solomon et al., 2019). Fitness Fanatic Millennials, for example, would be part of groups that may expect members to purchase fitness-related products, such as UnTouch, thereby motivating purchases.
Vroom’s Expectancy Theory
Maslow (1968) is, however, criticised as too simplistic and whether motivation works in a hierarchy can be questioned (Sethna & Blythe, 2019), therefore, Vroom’s (1964) Expectancy Theory is applied. This relates to consumers being motivated to purchase products because they are anticipating the feeling of satisfaction from an expected outcome (Vroom, Porter, & Lawler, 2015). To spark this behaviour, UnTouch could show a consumer’s feelings before and after consuming the product and convey how it helps consumers satisfy their sweet cravings whilst attributing to their fitness goals, helping them to visualise the expected outcome. Although, if the probability of experiencing this outcome is seen as too small, the consumer may become unmotivated to purchase it (Sethna & Blythe, 2019). UnTouch should, therefore, reassure consumers that the product will attribute to muscle growth supported with scientific theories to give it credibility. Nonetheless, Maslow (1968) is a seminal theory that is not to be dismissed as it is recognised that needs exist and is widely referred to, but it is the hierarchy that is doubted (Sethna & Blythe, 2019).
Perception
Marketing stimuli can appeal to the sensory system and attributes to how consumers experience and buy products (Lund, 2015), triggering sensations that consumers absorb and interpret to provide meaning based on their experiences and existing schemas (Solomon et al., 2019), described by Mervis and Rosch (1981) as categorisation theory. When a consumer observes a similarity between a new product and another product that they have existing knowledge about, they put the new product into the same category as the existing product (Sjödin & Törn, 2006). UnTouch must prevent consumers from associating the product with an unsuitable category, such as normal chocolate, which may deter them from purchasing because Fitness Fanatic Millennials prefer healthier options. To achieve this sensory marketing can be used to create competitive advantage (Solomon et al., 2019). By implementing sense expressions and sensorial strategies, UnTouch can generate brand image and awareness (Hultén, 2009).
Sight and Colour
Sight is 80% of human perception (Levine, 2000), thus an essential sensory channel (Krishna, 2012) highlighting the importance of the visual elements of UnTouch. Packaging is particularly relevant with 90% of consumers being encouraged to purchase based on visual evaluations of its design (Clement, 2007), with colour being most impactful (Danger, 1987). Colour is used as a marketing tool to establish visual identity and differentiate amongst competition which can attract customers and influence their perceptions (Labrecque & Milne, 2011). Furthermore, 48% of German consumers believe colour is important when making purchasing decisions (Akcay, 2013). Red is linked with activity and strength (Fraser & Banks, 2004) and can stimulate appetite (Solomon et al., 2019), thus making it the most appropriate colour for UnTouch’s branding.
Taste
Less than 2 out of 10 brands utilise the taste sense which presents opportunities to strengthen the brand and differentiate it from competition (Hultén, 2009). Taste adds to the experience of products and is influential on perception (Solomon et al., 2019). Hultén (2009) recommends, to bring out emotional values, to allow consumers to taste the product. UnTouch can, therefore, have counters in selected supermarkets and gyms or health and fitness events where consumers can taste the product. Consumers, however, can be psychologically affected by descriptions on the labels of products (Hultén, 2009). This means that UnTouch needs to ensure that product descriptions influence the appropriate perceptions, for example, stating ‘premium whey protein isolate’ rather than ‘added protein’ which will tell the consumer the ingredients are of high quality, encouraging them to buy the product.
Sources
See UnTouch: The Launch.