The Evaluation of Consumption Behavior of an Individual - Essay Example

?PART Brand Price Other descriptive information Reason for purchase Feelings associated with purchase Place of buying 4/03 PotNoodle 11.63 These are fast-foods, commonly sold with packets of favoring. The precooked type can be eaten straight from the packets or re-cooked, but dried noodle must be cooked before eating. I was encouraged by its low cost and ease of cooking Satisfied and exited by its great taste Supermarket 5/03 Ice-Watch Unisex Quartz Watch 36.77 This is a must have fashion accessory. It comes in different colours and sizes as well as collection. For elegance It feels so good Electronics store 5/03 Gelish Soak Off Gel Polish 19.99 The colour is just right for an official occasion. It has a slight flicker that makes it stoutly attractive. The product comes in a variety of colours hence making it perfect for matching with a variety of outfits. As a beauty accessory The gorgeous looks makes me want to buy more and more Beautician shop 10/03 Budweiser light 1.62 A newly introduced brand of Budweiser, which was intended to have added flavor For leisure Not really satisfied because it lacks the expected “added” flavor considering it is a “select” Restaurant 11/03 Samsung Galaxy SIII 304.99 This Smartphone is the most human mobile ever, especially due to its phase recognition capability among other unique and smart features. . For communication and internet Very proud Electronics shop 12/03 Stanley knife 1.25 It is a very convenient knife which can serve many purposes and its price is relatively low For cutting vegetables and fruits Satisfied for having value for my money supermarket 14/03 portable media player 25.3 This product, which is manufactured by Apple Inc., is presumed to be of superior quality but relatively expensive. Its brand is so strong that it is used by many including the media to as a general term to refer to all portable media players For listening music when travelling Although I spent more money than I could spend in other brands, I feel satisfied because I presume the product as of superior quality. Electronic shopping mall 14/03 Inspirational book 11.23 Contains Inspirational Thoughts for a Happy, Healthy, and Fulfilling Day For inspirational reading So inspired and satisfied online 15/03 Miller (lime) 1.98 This is a Miller product that was very successful on introduction For leisure Highly satisfied because I was able to get a taste in the lime flavored product, which was different from the regular Miller’s products. Restaurant 16/03 Paradise Open Petal Pendant 49.95 This necklace is stunningly cute, with petals that resemble the plumeria flower, set with a real diamond and designed from sterling silver. The item is relatively expensive but gives a classy feeling, besides a gorgeous looks that any flamboyant lady would not want to miss out. As a beauty accessory So exited online 19/03 Cotton swabs 0.63 This is a small wad of cotton, made of plastic. It is used for cleaning, besides other uses. For cleaning of ears I was happy because returned the value for my money since it is very cheap in comparison with a regular cleaner, and though its use is not very convenient. Open air market 20/03 Red Bull Energy Drink 1.68 This product stimulates performance, increases endurance, and increases concentration and performance. For staying alert and attentive, to increase performance Chilled and satisfied supermarket 20/03 Lace Side Detail Shell Top ? 60 The jacket has a lovely quality material and it is recommended for an official occasion. For attending official occasions I feel so proud when people give me compliments 21/03 non-opioid painkillers 0.99 This product can be bought over the counter to relieve a variety of common aches such as headache, back paid, fever and so on. There are so many brands that usually confuse the customers. To relieve a variety of aches Instant pain relive hence satisfied by the product Pharmacy 22/03 Aviance 10.59 This product is golden yellow, contains fragrances juices, with a variety of fragrances including lavender and citrus, warm sweet spices, cinnamon, rose, and jasmine (Solomon and Stuart, 2005). For beauty I like the product because I at all times get compliments from friends when I use it. Cosmetic shop 25/03 Soft Drink 1.98 This is a recently introduced product of the Coca-cola company, which is relatively expensive. It is commonly sold in take-away empties. To relive thirst and to give my peers as presents The product made me feel satisfied die to its perceived nutritious content. Roadside kiosk 28/03 Bed sheets 12.6 They are cool and comfortable bed sheets To spread in my bed to make it more comfortable I was very happy because the product served the intended purpose of making my bed more comfortable Clothing shopping mall 28/03 Water Beach Wetsuit Shoes ? 8 This shoe is unisex model with protected heal and protective super tread sole. For going out Very exited supermarket 29/03 coke zero 2.88 Unlike the regular coke brands, coke-zero has low level of sugar and a great real taste that matches its dark colour. For quenching thirst so chilled and satisfied supermarket 1/04 A top clothing 56.69 This is a long-sleeved performance top, which is very comfortable and fashionable To keep off cold while at the same time keeping up with the latest fashion The product made me feel very proud as I could brave the cold weather in a fashionable way Clothing shopping mall PART 2 Introduction After week 4, I reviewed my consumption behaviour and created a list of ten products, which I use regularly. These products are the ones that particularly reflect my personality, values and lifestyles. The following section illustrates the list of those products, coupled with their detailed information, including their brands, sizes, colours, models and so on. 1. Personal fragrances Type: Perfume Size: 2.6 oz Model: Aviance Price: ?10.59 per 2.6 oz Place purchased: Cosmetic shop Colour/ingredients: this product is golden yellow, contains fragrances juices, with a variety of fragrances including lavender and citrus, warm sweet spices, cinnamon, rose, and jasmine (Solomon and Stuart, 2005). I like the product because I at all times get compliments from friends when I use it. Its smell is strong to get the attention of people, though is a classy manner. Its fragrance resembles what I would like to wear when visiting a classy restaurant. 2. Shoes Type: sport shoes Size: size 48 Model: Water Beach Wetsuit Shoes Price: ? 8 Colour/: Blue, yellow, Place purchased: supermarket This shoe is unisex model with protected heal and protective super tread sole. In addition, it is flexible and durable with a soft Neoprene upper. It is protective against sea urchins, hot sand, glass and sharp stones It dries quickly and hence easy to maintain It is suitable for beach walking I have a passion for sport which influences me to like its type. Also, it is ideal for my interest in beach exploration and water sports. 3. Necklace Type: Hot diamonds Size: 20g Model: Paradise Open Petal Pendant Colour: silver Price: ?49.95 Place purchased: online This necklace is stunningly cute, with petals that resemble the plumeria flower, set with a real diamond and designed from sterling silver. The item is relatively expensive but gives a classy feeling, besides a gorgeous looks that any flamboyant lady would not want to miss out. 4. Navy Jacket Type: women clothing Size: Length 22"/56.5cm. Model: Lace Side Detail Shell Top Colour: cream Price: ? 60 Place purchased: urban boutique The jacket has a lovely quality material and it is recommended for an official occasion. It is relatively expensive but highly fashionable and classy It is three buttoned, hence criticized by those who prefer a single button Looks excellent when fitted with a belt 5. Polish Type: nail polish Size: 15 ml Model: Gelish Soak Off Gel Polish Colour: pink/blue/black/orange/cream Price: ?19.99 Place purchased: supermarket The colour is just right for an official occasion. It has a slight flicker that makes it stoutly attractive. The product comes in a variety of colours hence making it perfect for matching with a variety of outfits. 6. Electronics Type: smart phone Size: 4.8 inch HD Super AMOLED display: 13.6 x 0.9 x 7.1 cm; 132 g Model: Samsung Galaxy SIII Colour: black Price: ?304.99 Place of purchase: Electronics shop This Smartphone is the most human mobile ever, especially due to its phase recognition capability among other unique and smart features. It responds, sees, listens and above all it is personal. The model is designed for everybody, but most importantly marks an amazing new generation of mobile phones. 7. Inspirational book Type: Hair styling and colouring booklet Size: 312 pages: 8.4 x 5.5 x 0.9 inches Title: DailyOM: Inspirational Thoughts for a Happy, Healthy, and Fulfilling Day Colour/ cover: Cream/hard cover Price: ?11.23 Place of purchase: http://www.amazon.com/DailyOM-Inspirational-Thoughts-Healthy- Fulfilling/dp/1401920500/ref=cm_lmf_tit_4 This is an inspirational book that delivers message of awareness, healing, and well-being. I use it in finding wellness through mindful awareness and in finding the journey of life more meaningful. It tackles topics such as relationships, mediations and many more. 8. Watch Type: designer/fashion watches Size/dimensions: 10 x 10 x 5 cm; 45 g Model: Ice-Watch Unisex Quartz Watch Colour: Pink Dial Analogue Display and Pink Silicone Strap Price: ?36.77 Place purchased: electronics store This is a must have fashion accessory. It comes in different colours and sizes as well as collection. 9. Soft drink Type: canned soft drink Size: 500 ml can/12-Ounce Model: coke zero Colour: black Price: ?2.88 Place of purchase: supermarket Unlike the regular coke brands, coke-zero has low level of sugar and a great real taste that matches its dark colour. It is a perfect brand for people who do not like high content of sugar or calories. 10. Energy drink Type: canned energy drink Size/dimensions: 250 ml/ 4.2 x 12.5 x 5.4 inches Model: Red Bull Energy Drink 8.4-Ounce Colour: cream Price: ?1.68 Place of purchase: Restaurant This product stimulates performance, increases endurance, and increases concentration and performance. As a student, I need to spend extra hours awake and this Red Bull has done wonders for me. I normally use it occasionally when I need to remain attentive for many hours in the night when doing my studies especially during exam time. PART 3 Introduction Following completion of the 10 item product list, I selected two of the items in the list including Samsung Galaxy SIII and Red Bull energy drink, and located an advertisement for each of the selected products. Then, I identified four consumer behaviour concepts used in those advertisements, and described the demographic and psychographic segments which they were targeted, including the reasoning for my conclusions. Electronics Type: smart phone Model: Samsung Galaxy SIII Advert: website Location of website: http://www.samsung.com/global/galaxys3/ Time and date of location: 23/5/2013: 8:00 AM Consumer behaviour concepts used in the advert 1. Consumer decision-making/cognitive process Decision making is a cognitive process that determines the choice of different alternatives. Every decision making process leads to an ultimate choice. It can be an opinion or an action. The process starts when prospective consumers decide to use or purchase a service or a product but they are not sure of what to choose. As such, the decision making process is a reasoning and prudential act and can either be rational or irrational (Wilska, 2006). The decision making process follows a five stage path and can be used to reflect the choice of smart mobile phones by the mobile phone users (Wilska, 2006). The five-step problem solving classical model is particularly used in marketing perspectives. The process includes need- information search, evaluation, purchase and post purchase (Wilska, 2006). The five steps models are mostly applicable in complex and rational behaviours. The purchase of smart phones by the youth follows this model together with values that are attached to symbolic values associated with brands. In featuring Samsung Galaxy SIII in a website advert, the marketer must have considered the process that consumers undergo in deciding which products to purchase as described in this section. In view of this, the market’s aim is to influence the potential customers during their stage of information search, by availing adequate information including the description and benefits of the product in a website, such that they are convinced that the brand in question is the best that can satisfy their need. 2. Perceptions Studies have shown that use of smart phones can be influenced by behavioural intention as a result of the customers’ perceived usefulness. This is a key determinant of intentional behaviour and is associated with the users’ behaviour intention that motivates them to use a particular handset (Agarwal and Karahanna, 2000; Gefen, et al., 2003; Thong, et al., 2002). A young person’s attitude towards use of a particular hand set is influenced by perceived ease of use of the smart phone and the perceived usefulness where by the perceived usefulness plays the greatest role than the perceived ease of use. The website advert is rich in information that is ideal for influencing the potential customers’ perception. Novice users are more likely to perceive the phone as useful due to ease of use, as feature that is described so accurately in the advert (Davis, 1986; Moon and Kim, 2001; Selim, 2003). 3. Attitudes The website advert has also been used to influence the potential customers’ attitudes, with the aim of winning their royalty. Some studies have revealed that behavioural intention is a good determinant of the real use of the smart phone. Mathieson (1991), Taylor and Todd (1995) and Venkatesh and Davis (2000) have suggested that the users of smart phones can be influenced by influencing their attitudes and beliefs. The information contained in the website is aimed at making the customers to become used to the brand such that they become more loyal and less price sensitive in the long-run. Furthermore, contact with the advertisement is very critical in altering consumers’ knowledge, behaviour and attitude (Arpa, 2002). The images in the websites are so appealing in order to seize the interest of the audience. 4. Positioning The placement of the adverts helps to influence the consumers to identify with Samsung Galaxy SIII, as a brand. This, in intern, will influence the audience to become royal customers in the long-term (Mandel, Petrova and Cialdini, 2006). This becomes possible because when potential consumers are incessantly exposed to certain brand name through advertisement, the customers eventually position the product in their minds in different ways. For example, some will identify the product as of superior quality as opposed to rival products, and hence they make sure the buy that particular brand every time they need it, and avoid those of the rival companies (Assael, 2005). Is the advert representative of the segment? Ideally, Samsung Galaxy SIII, mainly targets the youth, most of whom are computer literates. Indeed, most of them spend a substantial proportion of their spare time in the internet, hence they are most likely to undertake information search online, more than any other place. In conclusion, this is a perfectly representative advert. Energy drink Model: Red Bull Energy Drink Advert: Red Bull Website Location of website: http://www.redbullusa.com/cs/Satellite/en_US/Video/red-bull-commercial- Time and date of location: 23/5/2013: 9:00 AM 1. Perception This creates a perception that use of Red bull can help a person become so energetic to an extent of excelling in the most fearful endeavors, including jumping from a mountain, flying across the Alps, dong back flips, space jump and much more. Although it is hard to believe what one watches from this advert, many potential consumers of Red Bull cannot help but want to test this commodity that is identified with incredible energy. Watching the advert, most of those who are featured are sports men and women, and therefore many of those who participate in sports are likely to try the drink so they become successful in sports (Kotler and Keller, 2009; Ktonecnik and Gartner, 2007) 2. Product positioning As defined by Kotler and Keller (2009) positioning refers to the process of designing the company’s products and images to occupy a distinctive place in the minds of the target market. Most of the audiences who will follow this advert are likely to identify Red bull with superior quality that is likely to make them excel in their physical and mental activities. The advert looks so real and, certainly, it is probable that this strategy will influence many potential buyers to become royal customers (Porter, 1980). 3. Consumer decision-making process This advert is likely to take advantage of customers who search information from the internet before they resolve which products to purchase. Since there are many companies that produce energy drinks, if a potential customer finds this advert, they are likely to become royal customers (Alba and Hutchinson, 2006). 4. Social media referrals Underneath this advert, there is a Face book link that makes it possible for the customers to like the commercial in Face book, a habit that is nowadays very common with internet browsers. As a result, this advert is going to reach a very wide audience and eventually make the Red bull brand known to many people (Keegan and Green, 2011). Is the advert representative of the segment? This advert potential targets the sportsmen and women from different cadres of life. The commercial is perfectly representative of this segment because most of those who are featured are sports personality having incredible performance in sports. References Arpa, E., 2002. Word-of-mouth communication in purchase decision. Bangkok: Chulalongkorn University. Assael, H., 2005. Consumer behaviour and marketing action. 5th ed. Cincinnati, Ohio: ITP, South-Western College Publishing. Davis, F., 1989. Perceived usefulness, perceived ease of use interface and user acceptance of information technology. MIS Q., 13, pp. 319-340. Keegan, W. J. and Green, M. C., 2011. Global marketing: 2011 custom edition. Upper Saddle River, NJ: Prentice Hall / Pearson. 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