Consumer Behavior: Air France

Last week we looked at consumer behavior: definition and influences. I learned that consumers are influenced by external influences, internal processes, and post-decision processes. External influences refers to the consumers culture, the ideas, customs and social behavior of a particular people or society. External influences can be religious/ethnic influences, age, gender, reference groups, and/or social class. Internal processes refers to consumers motivation, perception, attitude, knowledge, judgement, and decision making. Consumers are also influenced by their post purchase. If the the consumer was satisfied with their product or service they will most likely be back for more and vice versa. After learning all the information above, we then had to take that knowledge and apply it to the AirFrance advertisement below:

I thought this AirFrance advertisement appealed both towards single males and females ages 25-37. The target audience for this advertisement probably has a well-paying job considering that they are thinking of traveling to France. The target audience probably has a expensive fancy car. The target audience most likely shops at high-end grocery stores such as Whole Foods or Sprouts. Their choice in clothing is probably upscale while their taste in music is classical. 

 For the female target audience: She probably watch soap operas, reality TV, cheesy love movies. She most likely drink a martini or white wine. Her favorite fragrance is something upscale like Dolce & Gabbana or Chanel. Her favorite sporting activity is tennis or badminton. She is definitely a cat person. She probably has a child named William or Henry.  

As far as the male target audience goes: He probably watch Wolf of Wallstreet or some type of sleazy movie or TV shows where the guy gets away with cheating or stealing. His favorite drink is probably scotch or whiskey on the rocks...Something very masculine. He probably likes watching football, basketball, rugby, or soccer. He most likely upscale fragrances. He is a dog kind of person with no kids and chooses Mac over PC. 

I think this ad appeals more towards males because it seems like the women in the ad could be his mistress. The type of guy that this ad appeals to probably left his wife at home with the impression that he is going on a business trip for the weekend when in reality he is taking another women to France. 

However, this ad could appeal towards women as it could be a business women flying to France for a business trip. Although she is all business, AirFrance makes her feel like she is flying to a vacation spot rather than going to France on a business trip.