Comparison Analysis of Personal Consumption Habits - Essay Example

 Comparison Analysis of Personal Consumption Habits Introduction The consumer buying process is reliant on a variety of human and environmental factors including those touching on sociological, psychological and various attitudes; both within the consumer and from the external environment. During the course of this module, four specific products from varying industry categories were purchased, including food, clothing, magazines, and technology. This project describes the processes of personal consumption and stimuli underlying the decision to make the final purchase, drawing on relevant literature so as to provide an understanding of what specific elements influenced the decision to buy these products. Food Purchase Boone & Kurtz (2006) outline the first step in the consumer decision-making process as being the identification of a specific problem. In the case of my food purchase, a relatively empty refrigerator represented such a problem. In addition, a personal craving for pickles was the initial motivation to visit the food market, where a series of searches and evaluation of alternative brands ultimately led to a final purchase decision. There appears to be a general consensus amongst most marketing research professionals that buyer decisions are largely based on elements of the marketing mix (such as price and promotion), as well as previous experience with any particular brand. Pickles, under the model of consumer behaviour, usually represent low-involvement, meaning that lower price and affordability as well as the fact that the majority of pickle brands are quite similar would dictate a rapid purchase decision. However, in my personal situation, I am quite particular about the texture and flavour enhancements which are added to pickles, hence I generally weigh my potential brand alternatives carefully before selecting my desired product. The final pickle purchase involved a heavy evaluation of alternative brands, comparing ingredients, my own experience and distaste for certain brands, and the promotional elements of the market which included sale versus non-sale items; representing a series of personal evaluative criteria. The process of searching, as stage two of the decision-making process, involved my personal dislike for several brands which I had purchased in the past and decided were of low quality, too pricey and of poor flavour. Thus, the search process had already been determined before even entering the market environment. However, during the evaluation of alternatives, the level to which garlic and various seasonings were added to enhance differing brand flavours, caloric and salt content, as well as comparing my own perceptions of value (based on price) prevented me from making an instantaneous decision. Rather, of all of the items that I purchased that day, the pickles had the heaviest concentration of personal scrutiny and comparison. Finally making a selection based on ingredients and price, I returned home and began the post-purchase evaluation, which was conducted through sampling the selected brand. The chosen brand did not meet with my original expectations for flavour and quality, hence I made an immediate decision to never buy that brand of pickles again. Having described the decision-making process for the pickles, it is important to identify various elements from marketing theory which were determinants in my purchase and which were dismissed. Bainbridge (2007) offers an interesting marketing statistic which suggests that changing dietary habits in the UK have changed the methods by which marketers position their products. The authors suggest that new positioning strategies are often created which focus around health-conscious aspects of pickled products, somewhat negating elements such as price or the satisfaction of consuming exotic flavours. Upon reflection on the purchase, this was quite apparent that many companies had changed their marketing focus on healthy aspects, as many of the branded labels and existing promotional signs (in the market) were focused on lower sodium and low caloric content. As a person with a high desire for health-conscious food products, their positioning strategies actually served to appeal to my initial method of evaluating alternative products, as I tended to select the healthy varieties first. During the process of buying, none of the elements of social influence or visual imagery on the branded products (such as colourful labels or cartoon characters) had any importance or relevance, as I remained focused only on sodium content and ingredients for flavouring. For instance, I maintain previous experience with high-garlic content pickles compared to lower-levels of garlic and I am relatively secure that with the addition of garlic comes a better quality product. Thus, pre-existing attitudes of what constitutes a flavourful product was the largest factor which influenced my decision to make the final purchase; much more so than any other factor which might be theoretically discussed in marketing literature as elements which drive consumption or loyalty toward a specific brand. For all intents and purposes, it would appear that pickle marketers have successfully researched the consumer market, identifying healthier eating habits, and focusing their advertising around low sodium pickle products. The chosen product maintained a label which indicated the low sodium options, which appealed to my motivation to pick up their product before that of any other competing brand. Clothing Recognising a need for a new pair of sneakers, I visited several retail stores looking for a product which was affordable, comfortable and maintained a quality reputation on the consumer market. In this instance, my initial search process involved online research to determine which retail store would likely carry the largest selection of well-known brands and value for the money. Choosing several stores which were within geographical proximity, as convenience was quite important in this selection process, I sought out to weigh the alternative products and determine which product would have the best fit for my needs. The evaluation criteria in this instance involved sociological elements, including my concerns over social acceptance of my chosen brand; outside of issues of price and quality. With this in mind, I discovered that I had already dismissed a wide variety of lesser-known brands that I would not even consider as viable shoe options. Davis & Blackstone (2000) suggest that many individuals make purchases of clothing based on how these products will reflect their social status. I was certainly no exception to this assessment. I explored three retail facilities until I found a pair of shoes which fit my psychological needs for reference group acceptance and quality compared to pricing. Most interesting to this selection process was the absolute influence of salesmanship, as I refused to make a desired product purchase based on poor attitude and lack of concern over my needs from one particular salesperson. In addition, as proposed by Cho (2001), the image of the salesperson played a direct role in my decision to reject what had originally been my selected product. For instance, the store in question was a relatively higher-end facility where I had discovered carried a particular brand which represents quality and would be deemed acceptable by general society. In such an environment, one expects salespeople to work efficiently and dress appropriately for higher-end merchandise. This salesperson was in serious need of grooming and knew practically nothing in regards to answering my initial questions about the product I had selected as a potential purchase. Coupled with a rude behaviour, I was so disenchanted by the whole experience that I turned down what would have been a good quality pair of shoes at a very desirable price structure. Cho further suggested that salesperson appearance tends to influence expectations of salesperson performance, which in reflection was definitely linked to my initial impression of the entire store when I was first approached. Though his salesmanship was proven to be lacking, his unprofessional appearance quickly took me from positive and motivated to make a purchase to being dissatisfied with the buying process, leading me to make the final purchase at a store where I did not have to deal with salesperson influence to compare price and quality. It was highly appropriate to discuss salesperson influence in this decision process, as my initial motivation dealt with esteem related to social acceptance and influence. From a marketers’ perspective, the salesperson represents the final point of contact which might likely serve to undermine a potential branded sale. At this particular store, I had found a pair of shoes which fit my needs and desire for pricing, however environment played a major factor in rejecting the product. Magazines Brand loyalty played a significant role in making the decision toward which magazine to purchase, which is often cited as a psychological commitment influencing the decision to buy (Boone & Kurtz, 2007; Raimondi, 2006). Various magazine companies have already established a sense of brand loyalty within me, due to content, design and layout. When determining that I required new reading materials, I recognised the problem needing solution, however I remained initially focused on buying my favorite selection with which I maintained a rather long-standing loyalty. For some, magazines may represent a rather impulsive buy as they pass through a cleverly-positioned checkout area but for me, magazine selection is a rather high-involvement purchase. The final magazine chosen was selected after browsing through several racks of alternatives, exploring the contents listing of each, comparing the differences in prices and making selections based on the visual aspects (such as creative photography or illustrations). In addition, social influence played a factor in relation to community, as oftentimes the content of magazines can offer positive social involvement and belonging by providing a tool for discussion. Davidson, McNeill & Ferguson (2007) suggest that the magazine industry has been experiencing explosive growth due to their innovative marketing efforts and the ability of magazines to create a sense of community for avid readers. Much of these authors’ assessments were supported by stunning visual imagery and sophisticated, abstract advertisements from various product manufacturers which appeal to consumer lifestyle issues. Thus, the largest determinant in making a final selection involved belonging needs, from a motivational perspective, as magazine content creates a connection with others who share similar values and allows an individual to relate to similar lifestyle focus. For instance, one of my evaluative criteria was to search for stories of both inspiration and similarity to my own experiences, so I tended to initially browse through magazines with which I already maintained a social connection. Perhaps, to some degree, even reference groups played a factor in making my final choice, as many of the photographs depicted famous individuals whom I carried a certain respect for. The final magazine choice was a lifestyle magazine geared toward my specific gender which contained all elements of my original evaluative criteria. The process took under 30 minutes, however that would represent a significantly high-involvement and evaluation process. In addition, attitude was a major environmental contributor to the purchase, as magazines which were not directly related to my lifestyle preferences were dismissed prior to even opening the front cover. This may represent a form of bias on my part, however it was the reality of what drove me to choose a magazine to consider. My final magazine purchase was selected based on my previous experience and historical positive post-purchase contentment. Technology My technological purchase involved a new computer game with Internet-play capability. For this item, I maintained a much higher volume of evaluative criteria including ease of use, price, speed, and one that maintained a positive consumer rating. Thus, the searching process was the most involved when deciding what store to visit and which brands I might consider. Video gaming companies maintain a very high volume of competition, so searching for possible alternatives was a rather extensive process. I was looking for a game which would allow for single-player or multi-player (via the web) which enhances the quality of the gaming experience. After searching for options, I narrowed my potential selections down to about eight games and I took this list to local technology and retail stores to first compare prices. I quickly realised that prices were very comparable at many stores, thus by the time I reached the third retail centre I was ready to make a purchase and select my desired game. Reference groups and the sense of community played a significant role in the game which I chose, as I spoke with several customers who indicated their previous satisfaction with these games and offered hints on how to make the game play even more exciting. This word-of-mouth advertising was the crucial element which determined my purchase. New Media Age (2007) suggests that today’s video games are not being driven by only consumer preferences, but by the new channels by which players can interact as part of a broader online gaming community. This assessment was highly relevant to what drove my final purchase. Had I not spoken with other gamers, I would have likely selected a secondary alternative based on price and the content and imagery found on the packaging materials. Post-purchase evaluation of the chosen product was quite positive, reflecting the importance of word-of-mouth advertising and gaming community involvement in influencing decisions. Conclusion This module illustrated the modern efforts of marketers at appealing to various consumer needs, especially surrounding promotion and the methods to best engage buyers to select their own unique products. In some ways, the learning in this course has made me more aware of the efforts of marketers and has actually diminished their effectiveness. For instance, in the past I may have been lured by advertising which appealed to human perception or simply maintained packaging which stood out in terms of colour or artistic design. Today, however, I see the differences between one competitor attempting to out-maneuvre another when both products’ packaging changes at approximately the same time. Hence, I believe myself to be a much more informed consumer who pays much less attention to creative marketing but to the product itself. It might be a practical assessment to suggest that I am less-impressed by marketing as I see it for what it is: An attempt to make one’s product appear better than another similar product. Though the aforementioned marketing efforts definitely maintain their value, in terms of gaining consumer loyalty and building profitability, I see the entire marketing process from an educated and sophisticated viewpoint where I am able to dismiss appeals to human psychology but can take a much more objective (and somewhat less subliminal) approach to measuring the tangible quality of the product. It is likely that many consumers do this, but those who are not exposed to marketing theory and practice are more likely to be affected psychologically than myself through marketing use of colour, celebrity or other creative efforts. I believe that the transparency of marketing efforts actually makes me a more competent shopper who is able to get more for my money, as I now realise that there are often high costs to stellar packaging and these costs can be given back to the consumer in the form of a higher price tag; even though the product is not actually superior to competing products. This allows me to get much more value for my money and really remain focused on content or quality as my primary objective. Bibliography Bainbridge, Jane. (2007). ‘Changing tastes hinder growth’. Marketing. London: 32-34. Boone, L. & Kurtz, D. (2006). Contemporary Marketing. 12th ed. Thomson South-Western, United Kingdom. Boone, L. & Kurtz, D. (2007). Contemporary Marketing. 13th ed. Thomson South-Western, United Kingdom. Cho, Siwon. (2001). ‘Influence of Consumer Age and Clothing Type of Salesperson on Consumer Satisfaction with Salesperson’s Performance’. Virginia Polytechnic Institute and State University. Retrieved 28 Dec 2007 from http://scholar.lib.vt.edu/theses/available/etd-04302001182841/unrestricted/ siwon_thesis.pdf Davidson, L., McNeill, L. & Ferguson, S. (2007). ‘Magazine communities: brand community formation in magazine consumption’. The International Journal of Sociology and Social Policy. 27(5/6): 208. Davis, M. & Blackstone, R.T. (2000). Consumer Behaviour: Towards the Creation of A Practical Business Model. Blackwell Publishing. New Media Age. (2007). ‘ANALYST SPEAK: Decision making should move from one to many’. London: 10. Raimondi, Vittorio. (2006). ‘A new approach to loyalty reveals hidden opportunities’. Research Brief. Market Leader. Retrieved 28 Dec 2007 from http://www.brandchannel.com/images/papers/377_New%20approach%20to%20customer%20loyalty%20reveals%20hidden%20opportunities%20-%20Vittorio%20Raimondi.pdf Read More