The Pursuit of Happyness
FAST-NU, Lahore
Consumer Behavior Final Project Report-Movie Analysis th
Date of Submission: 13 of April, 2001
Presented to: Prof. Osma Javaid Butt Presented by: Amina Farrukh 09-4723 Ghania Shoukat 09-4704 Komal Anjum 09-4752 Maryam Salahuddin 09-4672 Tanzeela Muhammad 09-4723
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Executive Summary The report analyzes the consumer behavior exhibited in the movie “The Pursuit of Happiness” which is a real life story of a man living from hand to mouth, a struggling salesman who spends his days trying to sell expensive, unnecessary medical equipment to doctors who don't need it, Chris Gardner. As the movie is a true story, it is an excellent platform to study the consumer behavior of lower class people and how social classes affect the purchasing and consumption patterns of the masses. The movie gives the viewer a clear picture of how the demographics, psychographics, income, life-cycle stage, family-cycle stage affect the consumer behavior. The story line is more focused on consumer motivation and consumer psychology, how the personality, past experiences, situation, role in family, life-stage stimulate a person to go to extreme lengths to achieve certain goals. The movie shows that past experiences, unfulfilled needs especially those which are of more emotional relevance play a pivotal role in instigating certain behaviors.
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Table of Contents
Introduction---------------------------------------------------------------------------------------------------03 Plot Summary------------------------------------------------------------------------------------------------03 Characters-----------------------------------------------------------------------------------------------------03 Consumer Behavior-----------------------------------------------------------------------------------------04 Consumer Behavior in Economic Instability------------------------------------------------------------05 Economy of Pakistan and (its effects on) Consumer Behavior---------------------------------------05 Social Classes And How They Affect Consumer Behavior------------------------------------------06 Dimensions of Consumer Behavior-----------------------------------------------------------------------06 Demographics------------------------------------------------------------------------------------------------06 Personality------------------------------------------------------------------------------------------------08 Marketing Concepts Observed in the Movie----------------------------------------------------------09 Marketing Strategies Used in the Movie--------------------------------------------------------------10 References------------------------------------------------------------------------------------------------11
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Introduction The Pursuit of Happyness is a 2006 American biographical drama film based on Chris Gardner's nearly one-year struggle with homelessness featuring Will Smith as Gardner. The screenplay, by Steven Conrad, is based on the best-selling memoir written by Gardner with Quincy Troupe and the movie is directed by Gabriele Muccino.
Plot Summary: Pursuit of Happyness is based on a true story of the life of a man named Chris Gardener. Chris has invested his savings into a device known as a „bone density scanner‟, but unfortunately the device does not sell as it is unable to outperform the older technology and is much more expensive. While Chris is trying hard to earn a living, a major blow hits him when his wife leaves, and he is left with a son to look after. Things don‟t get well and eventually he loses his house, and is forced to live out in the streets. In an attempt to support himself and his son, Chris takes up a job as a stockbroker for which he has to undergo six-month training, with no pay. Now his only hope is to sell the last of his bone scanner to keep things going for six months, until he succeeds in getting the job.
Characters Chris Gardner: A determined and a hard working man who is constantly degraded and nagged
by his wife for being responsible for the family‟s unstable financial condition. He is a man who believes in fulfilling his dream even if he has to push his abilities and capacity to the extent which is not possible for many. Working day and night tirelessly to achieve his aim, being up all night to fix the scanner to make money to support himself and his son, playing the role of both a father and a mother for his son, shows how dedicated he was to his dream and to his family. His confidence in his abilities took him to the level which was not possible for a man facing what he was. His financial dream evokes when he sees a red Ferrari and makes up his mind to earn enough money to get one of his own. Other than this, his only motivation was his son, as he had always been deprived of a father ‟s love; he vowed to be a good father. These two goals take Gardner to the height of success; he rose from a homeless man to open his own brokerage firm
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Linda Gardner (Chris’s Wife): A stubborn and a short tempered woman for whom life meant
to get all that she wanted. She did not stand with her husband when the family was facing adverse conditions and left him and her son to pursue a happy life. She did not look back once, and not even the love for her son could bring her back. Christopher: A loving child, who faces the hardships of life at a very early age. He sees his
parents quarrelling all the time, his mother blaming his father for the situation. Moreover, he is aware of the fact that they are facing financial problems. And then, his mother leaves and he is left with his father, thinking that she left because of him. His father gives him enough love and attention, and maintains a very friendly father-son relation with him. Having faced so much, Christopher learns to compromise, and does not pester his father to buy him stuff he wants, as shown at the grocery store when he is looking enviously at the chocolates.
Consumer Behavior “The Pursuit of Happyness” is a real life story of a man living from hand to mouth, a struggling salesman who spends his days trying to sell expensive, unnecessary medical equipment to doctors who don't need it, Chris Gardner. What better forum to observe consumer behavior than in the actual practices of real-life. Consumer Behavior by definition is, “The behavior that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.”
As the movie is a true story and that too of a man who is not only a survivor, struggler but also a maker and in the end an achiever (VALS
TM
Framework), it is an excellent platform to study
the consumer behavior of lower class people and how social classes affect the purchasing and consumption patterns of the masses. The movie gives the viewer a clear picture of how the demographics, psychographics, income, life-cycle stage, family-cycle stage affect the consumer behavior. The story line is more focused on consumer motivation and consumer psychology, how the personality, past experiences, situation, role in family, life-stage stimulate a person to go to extreme lengths to achieve certain goals. In the story the basic motivation of Chris Gardner is to 4
give his family, his son a better living and be a father that his father never was. “ I met my father for the first time when I was 28 years old. I made up my mind that when I had children, my children were going to know who their father was”-Chris Gardner . This shows that past
experiences, unfulfilled needs especially those which are of more emotional relevance play a pivotal role in instigating certain behaviors.
Consumer Behavior in Economic Instability: The movie shows the behavior of consumers in such unstable economic conditions. Most countries are facing economic instability, i.e. fewer jobs, more unemployed people, more homeless people on the streets and then come the most important of all problems which is the gap between the rich and the poor. The movie shows that when a consumer is facing adverse conditions, he is forced to act in a repulsive manner. And in such conditions people try to get away with things by playing dirty, and they develop this thing that such acts are justified. As in the movie it is showed that when Chris is continuously exposed to failure (being unable to improve his financial state) he becomes frustrated and yells at his child. Then because he cannot afford to pay the taxi fare, he tends to flee. In other situations, two people try to run away with his bone scanners. And then there is this guy who refuses to return the money he borrowed from Chris, and both of them end up fighting. So the movie clearly shows that in an era of economic instability people forget their norms and are so frustrated that their temper is always at the surface and that you can‟t trust people out there.
Economy of Pakistan and (its effects on) Consumer Behavior: The characteristics of the economy of Pakistan are almost the same of the economy of any under developed country that are: Burden of International Debt, Low per Capital Income, Dualistic Economy, Under-Utilization of Natural Resources, High Rates of Population Growth, Unemployment, Low Level of Productivity, Deficiency of Capital, Backward State of Technology, Dependence on Export of Primary Products, Influence of Feudal Lords.
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Deviant (consumer) behavior and economical instability is something that can be related to the current situation of the country. Pakistan, in her history, is going through the worst economic depression. People are forced to work endlessly without fail for if they do, they‟ll be forced to live on the streets. People here are struggling just to fill their bellies no matter how, which gives birth to crime and deviant actions, like it has been shown in the movie. The consumption patterns are changing and the consumers are becoming survivors placing them on the lower level of Maslow’s Hierarchy of Needs i.e., Physiological and Safety Needs pursuers and it is leading
to Aggression, Regression and Withdrawal ( Defense Mechanism).
Social Classes And How They Affect Consumer Behavior: In general social class refers to the distinctions between groups and individuals which are different from one society to another society or even within a particular society. Social groups in higher classes always possess great deal of power that gives them opportunity to subordinate lower classes. The American society categorized into five major class systems; the elite, upper middle, lower middle, working and the lower class. The movie depicts the constant struggles of an underdog who is in constant tug of war to win himself and his family some oxygen. A very important scene, in the movie, compares the lives of the rich to the poor. One moment the movie shows a long row of homeless people trying their luck at the social centre while the other moment a luxurious car pulls in with teenagers laughing and partying out. This shows the gap between the upper and lower class, and shows the preferences of both classes. This clearly shows the difference in priorities and behavior, psychology of the rich and the poor.
Dimensions of Consumer Behavior 1. Demographics Demographics are the most essential characteristics that influence consumer behavior. These include age, sex, marital status, income, occupation, and education. Age and Gender: The lead role of the movie is that of a middle aged, married man and thus is
expected and supposed to earn to support his family. Being a male in society denotes you as the head of the family but that is always not necessary. The movie shows that being an adult and a 6
parent is a great responsibility. There is clear difference in priorities and behavior of the consumer depending upon his age and gender that is demonstrated by three characters of the family; Chris, Linda and Christopher. Income, Education and Occupation: The main character of the movie belongs to the low class
of America. Chris in the start is a salesman who has invested his savings into a device known as a „bone density scanner‟, but unfortunately the device does not sell. Also on top of that he is only a High School Graduate which doesn‟t leave many options before him when it comes to getting a job. In an attempt to support himself and his son, Chris takes up an internship to become a stockbroker, for which he has to undergo six-month training. Marital Status: Marital status definitely plays an important role in decisions a consumer makes.
The movie shows how Gardner‟s marital status influences his behavior. Being a married man he has not only himself but also a wife and a child to support which means that more people have to survive on the same amount of income that is not even sufficient for one. The movie shows that a married person has to struggle more than a bachelors. (Traditional) Family Life Cycle: In this movie there have two types of Family Life Cycle
stages are shown; first Parenthood then Single-Parenting and what factors at these different stages can become your motivation. Chris Gardner is married in the beginning but his wife leaves him eventually leaving him to raise a child, and he is completely broke and on the street. His son becomes his motivation and he is forced to work endlessly to provide him with the basic necessities of life. He starts over working himself in order to do well in the training course to get a job. His son‟s well being and his vows of being a good father and to give his son a good life, make him work harder and achieve his goal of being a successful stockbroker. Also his work timings are affected by his family. Where the others worked 9 hours, he only got 6 hours to complete the tasks, due to the reason that he was a single parent and had to give time and attention to his 5 year old son as well. The movie also shows how family influences one‟s spending, as in one scene it is shown that Gardner buys his son a chocolate knowing the fact that they were short of money and had to do with only that amount for some time. Therefore, this movie is a very good example to depict how consumer behavior is influenced by demographics such as marital status and the type of family one has. It clearly shows the 7
difficulty faced by single parents and how their work and spending is affected. It also shows the motivational and emotional support family can provide which helps in achieving goals, and provokes one to take initiative, as Gardner did.
1. Personality Nature of Personality: The nature of Chris personality is consistent and enduring. No matter
what he went through to achieve his goal, he did not lose focus and remained determined throughout the movie. His consistent behavior can be observed by seeing that he was facing the worst of conditions, but still he did not draw back from his goal. Then the movie shows another sort of personality, a rigid and dogmatic personality of Linda, Gardner‟s wife, who has been shown not to believe in any new information which contradicts her already existing beliefs. As she has made her mind that her husband cannot be trusted to do something to get the family out of the financial mess, she remains firm on this belief. Beliefs: Consumer beliefs are also clearly shown in the movie as Gardner has a strong belief in
him and his self concept is high. He moves on unaffected by adverse conditions only on the belief that if he has decided that he will achieve his goal of being a stockbroker, no one can stop him from doing so. Values: The movie also shows how values influence consumer behavior. Gardner‟s family
values, i.e. his attachment and commitment towards his son, urge him to achieve his goal and bear every type of hardship in doing so.
2. Consumer Motivation Therefore, this movie is a very good example to depict how consumer behavior is influenced and motivated by demographics such as marital status and the type of family one has. It clearly shows the difficulty faced by single parents and how their work and spending is affected. It also shows the motivational and emotional support family can provide which helps in achieving goals, and provokes one to take initiative, as Gardner did. Role of failure: In the study of consumer behavior the role of success and failure are important
determinants which influence behavior. In this movie, Chris Gardner is faced time to time with
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failure, being unable to earn money to support his family. And this failure becomes his major motivation and urges him to achieve his goal. Hence, from Gardner‟s behavior we can say that in his situation failure became a motivator rather than a demotivator.
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Marketing Concepts Observed in the Movie Market Segmentation: Market segmentation is the process of dividing a market into distinct subsets of consumers with common sneeds or characteristics and selecting one or more segments to target with a distinct marketing mix. In the movie segmentation can be clearly observed. The main character uses the “Niche Marketing” as bone density scanners Gardner is selling are targeted for the doctors. Garner has
not been shown selling the scanners to a person from any other field. Also he uses “Door-toDoor Selling” as he goes around to all the doctors to sell the device and the device is made
keeping in mind the need of the doctors, not people from any other occupation.
Distribution Channel & Positioning: The movie shows that the channel of distribution chosen by the producers of bone density scanner is door to door selling. The salesman goes to the known doctors in a particular area and offers the benefits of the product, trying to convince them to buy it. Also the movie shows that the device is unable to become a success. By our knowledge of consumer behavior the reason to this can be that the product has not been positioned effectively. Positioning is to make the consumers perceive the product as satisfying their needs better than other competitive offerings. While the bone density scanner does the same job as an X-Ray machine, at a higher price. This is the reason it is unable to kick off.
Brand/ Product Association: Certain products are associated with certain characteristics. For example the Ferrari shown in the movie, the car is a symbol of the elite class and also the aerobic cube. The cube is associated with intelligence. This is the reason Chris gets the interview call because he impressively solve it before an officer of the firm to which he has applied for the internship.
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Marketing Strategies Used in the Movie Subliminal Marketing This is a concept mostly used in the movies. A product or a certain brand is advertised in the movie without it being obvious. In this movie, the airline company PSA has marketed. The logo of the company can be seen at many times in the movie.
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References
Pearson’s Consumer Behavior-Tenth Edition
www.wikipedia.com
http://en.wikipedia.org/wiki/Social_class_in_the_United_States
http://EzineArticles.com/?expert=Hedyeh_Nasseri
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