Havaianas and Consumer Behavior

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Additionally, Havaianas presents a diversity of colors in its communication and presents image of its products being used in moments of relaxation with the intention of projecting a positive and vibrant image that their flip flops are to be used in the good moments of the life. This also activates the memory of consumers for those good times and provokes association with the Havaianas flip flops. As we explained, this marketing strategy influences the emotional experiences of the consumers associated with the offering through characteristics of the source used in a persuasive communication, the type of message used and combination of both.

Various personalities began to play the role of spokesperson of the Havaianas brand. Television advertisement with scenes of slap-stick humor shows each of the celebrities in everyday scenes with the intention of brand attachment in the minds of consumers and the association of it to status, prestige and relaxation. The role of celebrities, so in these campaigns is to lend the values associated with your image to Havaianas flip flops. These communication strategies have the intention of fixing into mind of consumer to help them to remember the brand (retrieval). Also, the celebrities are responsible for helping the consumer to choose Havaianas by influencing the thoughts or beliefs they have about the offering (cognitive).

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https://youtu.be/ri0vxzQi7uU

Havaianas since its process of internationalization in 1999 created the strategy of introducing the sandals on trainers markets of opinion of each continent. Each country was selected strategically, Australia because it influences the markets of Oceania and the Pacific Islands, the US influence in the Americas markets and all the casual segment market at the international level, France, Italy and England affect the Community markets European and all the fashion segment, and Japan the big market of Asia. From marketing point of view the reference groups serve as a framework for specific attitudes or behaviors to individuals in their shopping or purchasing decisions, allowing people or groups serve as a point of comparison.

Finally, consumers unconsciously make associations that help them to judge which product or services are preferable. These associations can be real good or bad previous experiences, but also can be abstract association like colors, history, images and beliefs that are part of brand’s image and personality. Havaianas in its process of internationalization opted to attach the Brazilian image to its brands always emphasizing happiness and good humor of the population. These values that are considered as part of Brazilian culture in the whole world are the same the company wants to associate with its products to influence consumers and keep expanding worldwide.

https://youtu.be/sI03YBdxoXM

Sources

SOLOMON, Michael R. Consumer behavior: buying, owning and being. 9. ed. Bookman, 2011.

WAYNE, D. Hoyer, MACINNIS, Deborah J.. Consumer Behavior. 5. Ed. South- Western, 2008.

http://www.administradores.com.br/artigos/academico/marketing-comportamento-do-consumidor-e-decisao-de-compra/74801/

http://themktnews.blogspot.fr/2011/09/comportamento-do-consumidor-fatores-que.html