Essay About Lego Group And Consumer Behaviourmodule Leader

Lego Consumer Behaviour
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Leeds University Business School[pic 1]Assessed Coursework CoversheetFor use with individual assessed work Student ID Number:200846662Module Code:LUBS2010Module Title:Consumer BehaviourModule Leader:Tao JiangDeclared Word Count:Please Note:Your declared word count must be accurate, and should not mislead. Making a fraudulent statement concerning the work submitted for assessment could be considered academic malpractice and investigated as such.  If the amount of work submitted is higher than that specified by the word limit or that declared on your word count, this may be reflected in the mark awarded and noted through individual feedback given to you. It is not acceptable to present matters of substance, which should be included in the main body of the text, in the appendices (“appendix abuse”).  It is not acceptable to attempt to hide words in graphs and diagrams; only text which is strictly necessary should be included in graphs and diagrams.By submitting an assignment you confirm you have read and understood the University of Leeds Declaration of Academic Integrity (

Consumer behaviour is the ‘study of individuals, groups or organisations in obtaining, using and disposing of products and services, including the decision process that precede and follow these behaviours’ (Gilber & Nelson, 2003, p.1). As there is a constant change in fashion, trends and technology, consumer behaviour is influenced by a number of aspects, including individual and social cultural factors, as seen in Figure 1. It is therefore essential that companies like LEGO study consumer behaviour so that they can create better products, promote products more effectively, and develop marketing plans that foster sustainable competitive advantages (Kardes, Cronley & Cline, 2015).[pic 2][pic 3][pic 4][pic 5][pic 6][pic 7][pic 8][pic 9][pic 10][pic 11][pic 12][pic 13][pic 14][pic 15][pic 16][pic 17][pic 18][pic 19][pic 20][pic 21][pic 22][pic 23][pic 24][pic 25][pic 26]Whilst all these factors are influential on consumer behaviour, when analysing LEGO’s success, we can see that perception, learning, attitude, culture and identity have been the main contributors. It is important to state that I am defining LEGO’s success based on their product sales, profits, reputation and international prestige. Perception, learning and memory Perception is the ‘process by which (an individual) selects, organises and interprets physical sensations (such as sights, sounds, smells, tastes and textures) to a meaningful and coherent picture of the world’ (Jiang, 2017). It is one of the most influential factors on consumer behaviour as the way in which a business portrays itself can have the power to drive a sale, or prevent it. Perception is part of the hierarchy of communication effects, as seen in Figure 2 and while it is a key aspect of our buying behaviour it cannot be formed without exposure first. [pic 27][pic 28][pic 29]Exposure will have always been a significant task for marketers at LEGO, especially back in the 1930s when their toys were brought to market. During its introduction stage very few people would have been aware of the brand, and exposure would have been essential in getting their toys known to consumers. One of LEGO’s earliest attempts at gaining exposure was its 1955 Lego System Commercial. Around this time Godtfred Kirk Chrisiansen, the founder’s son recognised that the toy market was primarily comprised of ‘one off products’ (Schwass, 2005). He filled this gap in the market and launched the ‘LEGO System of Play,’ which was followed by a very simple advert being released to increase the publicity of this line. The video was in black and white and very much aimed at engaging its target audience (being 5-12 year olds). For example the advert opens with ‘Lego is here. Hey Kids look, a whole new world to build’ followed by children making a variety of objects from the Lego in front of them. It’s important to note here that LEGO’s advertising was still very simplistic at the time, however it was still effective and managed to expose the brand to kids across the country, helping the company make its stand in the toy industry.