BOH Plantation Sdn Bhd was found by John Archibald Russell in the entire year 1929, together with A. B. Milne, a veteran in tea planting from Ceylon they succeeded in finding a concession of land in Cameron Highland to be able to begin the tea plantation business.
Together the duo transforms steep jungles slopes into a tea garden known as BOH Plantations, which is the very first highland tea garden in the country. BOH Plantations business begins to bloom and currently is the leading tea grower in the country. The plantation broadened and owns four tea gardens, which three is located 5000 ft above sea level and can be found in Cameron Highlands, and the fourth is centralizing in Bukit Cheeding, Selangor. Collectively, the garden's size in total is 1200ha.
BOH Plantation has been solidly entrenched that a lot of Malaysia drinks BOH tea moe re than another brand. BOH tea are available in 3 different forms ( tea packets, tea totes, tea dirt). The company presently produces 4 million kg of tea in a calendar year. Malaysian consumes 10million kg of tea making BOH tea major developer locally of dark-colored tea, in terms of cuppage, BOH tea produces about 5. 5 million each day which almost complies with 50% of tea usage requirement in the country. The success story of BOH Plantation is still Malaysia's leading brand in tea and it is also exporting to Brunei, Japan, Singapore, United Arab Emirates and also the US.
Consumer Decision Process is basically known as a cognitive process. Consumer is aware of a need or desires and seek out possible ways to fulfill it. Awareness of consumer is not an automatic process; it is actually selective external procedure. Example, individuals are expose to thousands of announcements that persuades them from advertising, politics organization, religious categories, food products and many more other resources. This mass information that seeks out consumer attention then filtered out by specific to make the decision in buying a product. For a consumer to buy a product, she or he has to go through the 5 levels of consumer decision process.
These 5 stages of consumer decision making process are very very important to consumer to make a precise decision in satisfying their needs and wants. The stages move in sequence you start with problem acceptance and concluding with post-purchase evaluation. The 5 periods are as graph above:
- Problem Recognition
- Information Search
- Evaluation and Collection of Alternatives
- Decision Implementation
- Post-purchase Evaluation
Problem Recognition
The consumer decision process begins whenever a consumer is aware of satisfying their needs or wishes. Example, Jason might need a new football shoe to displace the old depreciated one or Sarah need s a fresh computer to replace the her old want which is not undertaking as well as it used to be before. These types of problem demonstrates consumer have accepted and identify their problem such as actual status and desired status. BOH tea inspires the buyer by tackling medical benefits of enjoying tea and how BOH provides quality and progressive tea products.
For the past decade, health benefits have caught the interest of the huge coverage of press. Numerous studies have shown that the antioxidant polyphenols of tea has the anti-cancer properties and also able to reduce the threat of gastric, and also skin cancer. This health benefits has raise the demand of tea on the market. Prevention is preferable to cure; this affirmation has drive consumers to get for solution in reducing the chance of getting sick and that is mainly the challenge face by consumer. This is where tea becomes the challenge solver. This is where BOH tea as Malaysian leading brand provides with high quality tea that satisfies and create a much healthier lifestyle for the buyer in Malaysia.
- Tea may protect tumor caused by smoking
- Tea drinker has lower blood pressure
- Green, Dark colored and Oolong tea
- Tea can lower cholesterol rate and drive back heart diseases
- Tea thought to boost the body's security system
Health advantages from eating tea (http://www. 2basnob. com/health-benefits-of-tea. html)
Information Research
When consumers identify a challenge, they'll find ways to solve the problems. Example, Sarah would pay more focus on product information of an individual computer. She'll be more aware and attentive towards computer ad, friend's selection of computer brand, and online information regarding different make of computer. In the process of gathering this information, Sarah as a consumer will started out to find out more about the brands of personal computers that compete on the market and their features and quality that satisfy the needs and wishes of various consumer. However, consciousness itself is not strong enough to ensure the continuation of process decision making, unless she or he believes that there is a solution to resolve their problem. If higher level of involvement is engagement, consumer will move forward to seek more resources regarding the product that they want. Internal and external search happen within consumer recollection system. Regarding BOH tea, since it is the leading tea brand in Malaysia it's important to strengthen the brands leadership by capturing the attention of consumer through ground breaking tea products. BOH tea has to provide intensive information about their quality and ground breaking tea products, in order for consumer to acquire understanding of their tea easily
Internal Research
Internal research is an attempt to seek information by means of pre-existing knowledge such as behaviour and beliefs of the challenge. However, if the condition is new to the buyer, then it is limited to consider making and external research is essential. This research is not totally resourceful because consumer might be unable to recall the reason of purchasing the product or opinion made through the consumption process. In order for BOH tea to leave a good impression, their catchy term " ada Ummph" which literally means " more than words can describe" kind of feeling to show the great quality of tea that is produce by BOH tea. This saying will strongly enroll the brands name in your brain of consumer, so the next time they need to acquire tea, BOH tea will be their 1st choice as the " ada Ummph" term demonstrates consumer will never regret in consuming their tea.
External Research
External research provides more resourceful information from business, friends, families, modern culture and so many more. Consumer are prepared to access for secondary information from online language resources, advertisement, brochures and many more to be able to supply them with the excess knowledge to buy the computer of their choice. Tea drinker in Malaysia will not escape the interest of BOH tea, as their product can be acquired from most retail outlets. BOH tea in addition has marketed their tea in the form of newspaper advertisement, television commercial, and also campaigns. BOH tea encourages their tea with bonding with love ones by creating moments of togetherness with family members. This is showing that a glass of tea can unite everyone collectively without any restriction.
All these details takes on an important role in the mental control of the mind which includes short term and long-term memory safe-keeping. Example, information gain about the personal computer will only be in Sarah's mind for a brief moment if it is not stored in the long -term safe-keeping. Once Sarah stores it in the long term storage, she'll be able to recall the feature of the pcs brands and decide making without it being lost ina moment. Three main operation takes place in the memory space so that the information can be retrieve later on
Rehearsal
Mental repetition of product information. Example, BOH tea " ade Ummph" word remind consumer with their good quality of tea
Encoding
Information interprets which allows long-term storage area. Example, consumer will enroll the types of tea products so that consumer can select the choice that they like.
Storage
Information stored in long-term recollection. Example, as it pertains to tea utilization, Malaysian consumer will bear in mind BOH tea, as the tea with high quality and creates bonding between family.
Graph below shows the decision that is choice that needs to be made by Sarah after acquiring the desired information that is needed by her.
Computer brands that appreciates by Sarah. Example, Acer, Apple, Compaq, Dell, HP, Sony, and Toshiba
Subset of computer brands that appreciates by Sarah in the market
Affordable and powerful brands will be Sarah's best choice of purchasing a computer. Example, Dell and Acer which is affordable and high performance
With more information, only selective few strong prospects are remain
Choice Set
Sarah might make her decision on the Dell computer because it is cheaper and long lasting compared to Sony which is very costly and unaffordable
Brands that meet her buying criteria of a computer. Example, the price is affordable and high performance
Evoke / Concern set
Awareness Set
Evaluation and Selection of Alternatives
The pursuing step allows the consumer to evaluate the brands from the info that is obtained. However, there is absolutely no specific evaluation process is applied by all consumer in buying situation. Thus, consumers recognizes product as a lot of money of attributes such as the need, benefits, and features in order to make the right decision that meet their needs and would like. This bundle of attributes is truly a product's objective and subjective factors.
Objective factor
BOH tea provides high quality tea that provides health benefits
Subjective factors
Comparison of BOH Tea and Lipton tea, BOH tea being the excellent as product is a countrywide brand. Additionally it is cheap and easily obtain.
Purchase Decision
Purchasing the brand
BOH tea satisfies the whole spectral range of the non-alcoholic drink in Malaysia and motivates tea to be used including, frigid, instant, traditional or in any other form that is recommended by consumer. This satisfies the consumer by providing choice of tea consumption regarding to their flavor This is actually the stage where consumer has determined which brand of product that he / she wants following a making comparison with all the availability of product brands. Consumer will then have to select 2 specific elements which is purchasing the brand choice and purchasing time.
Purchasing Time
Product can be purchase in most retail outlet by means of packages. Consumer can also buy it in bundle during campaign period too.
Post purchase evaluation
In this level the amount of purchase engagement of consumer is vital, it is often known as " the amount of matter for or interest in the purchase" and greatly depends upon the intensive information that is seek by the buyer to make a purchase decision.
Low purchase involvement process
Example, suppose in case a buyer buys a certain make of product (e. g. , BOH tea) as a matter of habit, this means the drink is a low purchase involvement situation and consumers do not have to evaluate and shop around extensively. This case consumer only will buy and ingest the merchandise and generates a high level of duplicating the same purchase of product. Graph above shows low participation purchase process that occurs. The advantage of low purchase engagement process is BOH tea has become consumer's dedicated brand for tea ingestion products as duplicate purchase has been taking place every once in awhile.
However, if the amount of purchase is high and the consumer is involved with comprehensive decision making, consumer could be more likely to face a far more elaborated post-purchase analysis.
High Purchase Participation process
This graph implies that there is a post-purchase dissonance where consumer cannot commit to your choice of choosing the brand that they want and it will create panic among consumers as it is difficult to make alternatives choices. In order for consumer to lessen this dissonance, consumer has to make strategies such as to boost the desirability of the brand that they need to purchase and reject the desirability of declined alternatives and also reject the negative data on brand purchased. If dissonance is not reduce, the nervousness experience risk turning into a dissatisfaction and brings about a fresh problem. That's the reason high purchase involvement needs considerable research of information to reduce anxiety and improve the assurance level in purchasing the merchandise they want. Consumer will stay devoted to BOH tea because the business is continually doing research in order to satisfy the near future consumer needs.
Attention
Attention is a concept of cognitive mindset that helps us to positively process information within our environment. Attention can be an unconscious process where consumer can automatically check out the top features of the environment encompassing them. Attention can be classified into 2 which are voluntary and involuntary. Selective attention is voluntary where relevant information is targeted. Involuntary is orientation reflex where something unexpected is put in front of a person and allocates the interest towards it.
Selective Attention
Selective attention is the analysis of why people give consideration towards things, and exactly how profound is their attention towards things that they target. Example, being in a class, or a busy highway, it is impossible for a person to note everything down. What a person pays off attention is really what they select to pay attention to, thus, selective attention is not totally conscious. In order to capture the interest of consumer totally, BOH tea will pay attention towards creature and environmental conservation and also have won numerous prizes. Example, the business's packing facility in Bukit Cheeding has have the ISO 9002 certification, this may further guaranteed of quality tea every time consumer open up a packet of BOH tea. BOH also earned the Super brand Brilliance Trophy Award in Food & Beverage category in 2004.
Orientation reflex
Orientation reflex is vital in capturing the attention of consumer. The purpose of this involuntary action is to make stimuli that shock the expectation of consumers. Example, BOH Tea can capture the attention of their consumer with the advertisement in tv set which targets family bonding where members of the family can socialize through the cup of tea. Health advantages offers by BOH tea also has direct their attention towards consumer automatically because they're aware the value of health
Perception
Perception is an activity that commences with consumer exposure to information, taken care of the info and ending with comprehending the information that is focus on. Perception consists of 5 major elements which is visibility stage, attention level and comprehension stage.
Exposure stage
Beginning process of perception process where consumer is revealing to information in the surroundings that is seen by the human being senses. Example, whenever we are driving a vehicle on the freeway our company is expose towards numerous commercial information such as invoice boards, radio advertisements, bumper- stickers on car, banners on shopping mall and so many more. However, subjection towards encircling is not enough to give a significant impact towards consumers. BOH tea attracts consumer by promoting their products in television commercial, newspaper advert, BOH tea website, and also campaign. Example, BOH tea did numerous television sets commercial by focusing on the culture of tea no matter religious or political options and also not to forget the second of togetherness by the bonding of family. However, this has allowed zapping and zipping away of tv set commercial that occurs and consumer might miss the television set commercial. This mean attention is required to draw the interest of individuals.
Attention Stage
The subject of level that consumer pays attention towards something, this level consumer will allocate processing capacity to a stimulus. Example, if we are generating on a freeway and we are running low on gas, our attention immediately becomes high towards signboards that say what lengths is another petrol train station, but low when commercial regarding shopping or movies on the billboards. However, our attention towards something can be instantly escalates from high to low when we may need something. Example, an ad for a product that we want is on tv set programs. In order to capture the attention of consumer, BOH tea has involve in pet animal and environmental conservation. One of their successful story is when BOH Plantation was the first tea company to be given ISO22000 certification, an international standard made to ensure safe food supply chains worldwide. BOH in addition has strengthened the control with their brand by getting into numerous marketing campaigns. Example of an effective marketing campaign the "BOH Ummph!" advertising campaign, a tagline that continues to be remembered by young Malaysian right until today. This advertising campaign has brought attention towards consumer as BOH targets family worth.
Interpretation stage
The final stage of notion where consumer organize and interprets the info obtain from their environment. BOH tea will come in your brain of consumer when they notice or recognizes the " Ada Ummph!" term in adverts.
Memory
2 types of memory
Short-term memory
The decision is instantly made, if without repetition information will be ignored.
Long-term memory
Information that is repeated will be interpret and stored in the long-term recollection, information can be use later on as it can be change to short-term storage area for making decision. Consumer that remembers BOH tea can purchase it when tea source is needed at home
Purchase and utilization decision
Consumer is very clear of the merchandise that benefits or satisfies their need, and buy process starts when consumer buys the product
Nature of perception
The graph above shows the type of conception from vulnerability until purchase and ingestion decision of consumers. Visibility provides chance of attention but not guarantee that is seen by consumer. Exposure can be then categorise into 2 component which is selective and voluntary. Selective exposure is where there is huge amount of information given but choices is up to consumer's interest, and voluntary vulnerability is consumer is eager to accept the information as to satisfy purchase goal, and entertainment. Information provided by BOH Plantation might not exactly be consumer's interest, but it is their work to entice consumer to consume their high quality tea.
Attention is where the information is determined and target by consumer and information is send to the sensory system to interpret that data. Interpretation of information begins when consumer allocates the info that is requirement for his or her purchase goals or goals, the information is receive from the stimulus of the buyer. The info that is produced is then stored in the ram. Memory has two elements which is short term and long lasting. Short term storage is where in fact the information is stored for a shorter time period to make a instant decision which is forgotten quickly from then on. Long term memory space is where in fact the information produced is stored for an extended period of time where consumer can make decision down the road with time and doesn't have to be instant. Finally, the purchase and ingestion stage, consumer will decide to buy the product once they have understand the criteria that satisfy their purchase goal.
Motivation
Motivation identifies an internal drive that reflects the goal of a person, which consist of the urge, needs, or desire that allow them to make an effort to achieve the goals and aims that is set. The two motivational ideas that is famously known to express the motivation of people will be the:
- Maslow's Hierachy of Needs
- W. J. McGuire subconscious motives
Maslow's hierarchy of need is actually a theory to meet the human being needs. In order to be at the maximum of the hierarchy, one has to satisfy the lower needs in order to attain higher needs in the hierarchy. We will now study and proceed through each level of Abraham Maslow's Hierarchy of needs
- Basic needs/ Physiological needs
- Basic needs of man. Example, food, drinking water, sex, sleeping, and also
- Exercise
- Safety needs
- Security, shelter, and normalcy in life
- Belongingness and love needs
- A person's passion and acceptance as part of family or group,
- intimate associations and also friends
- Esteem or status
Prestige, accomplishment, personal esteem, and the value of others. Confident, valued as well as the need of feel competent is also important
Self actulisation
The need to appreciate one's own potential, to achieve dreams and ambitions
The next theory is McGuire's Hierarchy of Needs, an extremely detailed set of motives to understand the specific aspects of consumer action. This theory includes 4 major categories with 16 sub-categories which explain the action of consumer. The two 2 criteria that meet the 4 main categories are as follow:
- Is the method of motivation cognitive or affective?
- Is the motive give attention to preservation of status or on expansion ?
Cognitive Preservation Motives
- Need for Persistence (active, inner)
- Need for Attribution (dynamic, external)
- Need to Categorize (passive, internal)
- Need for Objectification (i. e. , cues) (passive, exterior)
Cognitive Development Motives
- Need for Autonomy (i. e. , Freedom) (productive, inner)
- Need for Activation (active, exterior)
- Teleological Need (i. e. , desired results or end claims) (passive, inside)
- Utilitarian Need (i. e. , problem solvers) (passive, exterior)
Affective Preservation Motives:
- Need for Stress Reduction (effective, internal)
- Need for Appearance (active, exterior)
- Need for Ego Protection (passive, internal)
- Need for Reinforcement (passive, external)
Affective Growth Motives:
- Need for Assertion (active, internal)
- Need for Affiliation (dynamic, exterior)
- Need for Recognition (passive, inside)
- Need for Modeling (passive, external)
Learning
Motives
Motive arouses specific to reply and take part in learning activity. Goal that are achieved will reduce arousal but will have inclination that occurs again. Internet entrepreneur put product in a manner that can fulfill the arousal of consumer
Example, whenever a person is within need for tea consumption (motive), BOH tea provides the tea in many form for alternatives of consumer
Reinforcement
- Tendency of motives to re-occur again in a similar situation.
- Elements of learning
Response
Physical activity in effect towards stimulus, Example, the process of heading to retail outlet to get tea
Cues
Provides direction, react towards motive.
Example, tea can be obtain in the retail outlets
Cognitive Learning ( Pondering )
This learning process targets learning and skill is by mental, which is creating material presentation of physical thing and events inside our minds. Individuals learn by tuning in, watching, coming in contact with, reading or experiencing then handling and remembering the information. We are able to conclude that kind of learning stresses on the role of memory space and thinking There are 3 types of learning process :
Iconic role learning
Interrelationship between several concepts without conditioning learning and without reasoning.
Vicarious learning
Behavior are formed by observing the final results of other patterns or imagining the outcome of potential behavior
Analytical learning
New information are up to date when new ideas or studies are shaped.
Behavioral Learning ( Conditioning)
Classical conditioning
A learning process between environmental stimulus and natural happening stimulus. Unconditioned stimulus happens automatically, unconditionally and obviously triggers a reply, Example, when you smell your favorites food you might immediately feel starving. Smell of food is unconditioned stimulus. Unconditioned stimulus is the unlearned response occurring normally in respond towards unconditioned stimulus. Example, eager in response the smell of food. Conditioned stimulus is the neutral stimulus that does not have any connection with the unconditioned stimulus. Conditioned response is learned from the natural stimulus.
Operant conditioning
Learning method occurring through punishment and rewards habit. Exemplory case of operant conditioning can be seen around us, consider employees finishing task with excellent final result receives reward or promotions. Praise here increases the behavior. Behavior can be minimizing for example, a student to be told to lose recess privileges if indeed they did not surface finish their homework. This brings about a decrease in disruptive action.
Memory contain 2 part which is Short-term memory space (STM) and Long-term recollection (LTM)
Short term memory
Short term recollection which also known as working storage is the portion of total memory that happens to be in use or activated. Rehearsal of information is required to ensure it is encode in the long-term recollection is the info is very important to later use. If information in a nutshell term storage area is not repeated it'll be lost in 30seconds. Example, if we were to see an advert regarding junk food delivery, we won't pay much attention to the advertisement but only keep in mind the number for future usage
Long term memory
Long term memory space has essentially endless capacity to store information permanently. Stored information is either semantic or visual. Semantic memory handles encoding and safe-keeping of words, while visual deals with storage space of images. Memory here's stored completely and can be use when had a need to make a decision. Rehearsing is important to register something in the long-term memory space. Example, if we move to a fresh house and change our contact number, we ourselves probably have to do it again it until we sign-up the number in our memory safe-keeping.
Learning process consist of 3 element
Schemes
It stores facts and generalize information such as verbal information, concepts, rules, key points, and problem solving skills. Information that stored here's simply significant and helps consumers to make decision. It is well-establish schemata
Scripts
A special concern in the storage area that is also called procedures we remember for doing things. Scripts involve a series of sequences in doing something. Example, the developing of tea in the BOH tea plantation to where it is sent out so that consumer can buy it. In general, it's important for firms to own their brands contained into scripts. Example, consumer reflexively can search for BOH tea in the shops rather than unspecified make of tea
Repositioning
Repositioning can be an attempt to change the consumer's belief of their brand; this is because the prevailing product's position is less attractive towards consumer. Example, a product that has great quality but the price is not affordable has low return in income to the organizations, this means they need to change their strategy to lower the price of their products. Repositioning is a very difficult process as large amount of cash is needed for advertising and promotion with their products.
Attitude
Attitude is feeling or passion against a stimulus; it is stored in the long-term memory space. The 4 function of attitude consist of Utilitarian function, which is use to obtain reward and steer clear of abuse, Ego-Defensive function is self-protection, knowledge function is simplifies decision such as brand, and value expression which is express identify towards others.
Culture
The direct description from textbook about culture is "That complicated whole which includes knowledge, belief, artwork, morals, custom, and every other capabilities and behaviors attained by man person as an associate of society". From this classification, we can learn a number of important characteristic of culture such as
Culture is comprehensive
This means that everything must have a connection in order to set-up culture. Example, bowing and a solid wish to avoid the loss of face are unified in their manifestation of the important of respect.
Boundaries of suitable behavior
Everyone must understand their encircling before taking action. Example, a person can't be naked while going to class, minimal outfit will be shorts and a T-shirt to wearing suits and tie up. However, if one is to wear a suit in the beach, they'll definitely be laugh at. So that it is very important to know your environment.
Cultural characteristics as a continuum.
There is a inclination to stereotype ethnicities as being some way (e. g. , individualistic somewhat than collectivistic). Be aware, however, countries land over a continuum of ethnic characteristics. Hofstadter's research demonstrates a variety between the most individualistic and collectivistic countries, for example-some fall in the middle.
- Subculture
- Identification with central culture
- Identification with a subculture
- Mass market behaviors
- Unique market behavior
- Core culture values and norms
- Subculture worth and norms
Individuals
A subculture is a portion of a larger culture whose member's stocks distinguish worth and pattern behavior. Social history and current situation of the teams generates the initial values and style of behavior that they procedures in their subculture. Subculture users can be found from the main culture where they promote their particular value the most. Amount above shows to which level a person behave in types of unique based mostly to the extend which individuals reach out towards that subculture.
Segmentation, Targeting and Positioning
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Segmentation, concentrating on, and setting comprise is a three stage process, this technique will helps us in
Determine which kind of customer exist
Which customer that we aim for in the market
Implement our segmentation by optimizing our products or services to the segmment
Segmentation has three different methods:
Undifferentiated strategy
All individuals are cured the same and firms are not making any specific work to gratify particular groups. This plan only works well is the merchandise is standard and rival can't offer many selections for the individuals. These choices only happen in the case for goods.
Concentrated strategy
This strategy is where firms focus only 1 segment that prevails while going out of other segments to competition. Example, Air Asia focuses on price sensitive that will forego foods and assigned seating for low prices
Differentiated strategy
In distinction to the airlines example above, other air travel focuses on expensive tickets to those who find themselves inflexible that they can not tell beforehand when they will take flight. Travelers here are normally businessman, that pays high air travel fairs partially but sells the remaining seat tickets to more price sensitive customers who are able to do advance arranging.
There are also different types of variables that may be use for segmentation:
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Demographic
Demographic variables such as income, gender, education, location, ethnicity, and family size are basically tied to subculture and segmentation. The graph above shows the Malaysian people by age group from yr 2005 to 2009. Out of this graph, BOH tea can focus on which band of generation that they would like to aim for, but BOH tea has decided to target folks from all age's teams except children because there is no harm drinking tea but provides health benefits so it is highly recommended by every generation.
Positioning
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Group
Group can be said that two or more individual who shares the same group of norm, principles and beliefs.
Reference group
A group whose beliefs, norms, behaviour, or beliefs that are use as a guide for behavior. A group whose presumed perspective or ideals are being used by individual as basis on her behalf or his current tendencies in situation. Example, co-workers at work, friends at college, members of night clubs and so on
Aspiration group is a group where an individual would belong, dissociative group which a person does not want to associated with them.
Society
Society is made up of people who have agreed to interact for mutual benefit. It can be a very broad term, even as we can make generalizations in what the whole of Western population believes, or it can be a very narrow classification, describing only a little group of people within confirmed community. But no matter the size, no matter the link that binds a modern culture together, be it spiritual, geographic, professional or financial, society is shaped by the interactions between individuals.
Life style influence
Lifestyle is a common phrase to describe complicated consumer habits. Lifestyle is ways to section people into groupings based on three things: viewpoints, attitudes and activities. Lifestyle means the ways groups of consumers spend time and money. Lifestyle can include things like bowling, cooking food, car auto racing, kayaking, participating in charity incidents, having pets, curiosity about politics, watching sports and so on
Everyone has two lifestyles-the one they are in and the one they want to be in, which is definitely better than the current one. Marketers exploit this desire to go into a much better lifestyle by showcasing people who are better off than the expected marketplace in their advertising. For example most ads targeting children show children that are almost too old for the merchandise, this appeals to younger children who desire to be like them.
