AMB200 Consumer Behaviour Assessment Item 1: CB Portfolio Sem 1 2016
Student name:Sum Ying Chan (Nicole)
Student number:9584251
Tutorial time: 12:00-1:00pmTutorial number: GPM312Tutor: Sandy SergeantWord Count:1239
Introduction
In this consumer behaviour portfolio, I as a consumer will learn why there is different factors for me to have different consumer behaviors. In order to analyse and understand my own consumer behaviour, I will like to choose activity 2,4 and 5. My consumer behaviour is buying a laptop. In fact, laptop is expensive item for university student especially when we focus a lot of time in our study. Moreover, I will also compare my behaviour with different friend in order to see why there is a difference between us and how can it change our consumer behaviour.
In the first activity, I will discuss the way how I did information search, evaluation and purchase of laptop, which problem solving method and rational decision style is suitable for me. In part b, I will concentrated on my case anlysis through analysing real consumer behavoiour. In the first activity, by using limited problem solving and extended problem solving theory can fully understand my consumer behaviour. In the second activity, I will going to discuss the motivation of my behaviour such as from Maslow’s motivation theory and it helps to determine which I desire and motivate in my life. In the third activity, it is about the perception and learning. The role of perception, learning and memory in consumer behaviour can be different among different people. I am going to determine which role I usually take for the decision making.
AMB200 Consumer Behaviour - Tutorial Workbook Wk 2-7 - Sem 2 2016_Page 1
Tutorial 2 – Decision-making
Activity 2 - What types of decisions do you make?
Learning Objectives
Upon successful completion of this tutorial, students should be able to:- categorise examples of their own consumer behaviour- compare and contrast limited and extended problem solving- explain their own consumer behaviour using the decision making process framework
Part A - Knowledge
1. Choose a consumer behaviour that you have done in the last month from the following list:
Buying a PC/laptop/high-technology item
Booking/arranging/going on an overseas holiday
Selecting a university
Going to the movies
Choosing a restaurant for a special occasion
Evaluating and selecting a mobile phone plan
Choosing to do volunteer work
Buying a fashion item
Going to a concert
Changing a habit (reducing alcohol consumption, taking more exercise, eating more healthy)
AMB200 Consumer Behaviour - Tutorial Workbook Wk 2-7 - Sem 2 2016_Page 2
I bought a laptop last month.
2. Think about how you made the decision to do that behaviour. Now circle the way you did information search, evaluation and purchase.
Limited problem solving Extended problem solving
Information search Low risk and involvementLittle searchInformation processed passivelyIn-store decision likely
High risk and involvementExtensive searchInformation processed activelyMultiple sources consulted prior to store visits
Alternative evaluation Weakly held beliefsOnly most prominent criteria usedAlternatives perceived as basically similar Non-compensatory strategy used
Strongly held beliefsMany criteria usedSignificant differences perceived between alternativesCompensatory strategy used
Purchase Limited shopping time; may prefer self-serviceChoice often influenced by store displays
Many outlets shopped if neededCommunication with store personnel often desirable
3. Now based on the table above, classify the behaviour into one of these two categories:
[ ] Limited problem solving[ ✓ ] Extended problem solving
4. For this decision, what was your decision style?
[ ✓ ] Rational[ ] Automated
In groups of the same decision style (rational or automated) discuss:
What feature of the behaviour you have in common that made the decision rational or automated?
My consumer behaviour is buying a laptop (HP laptop) and I made the decision rational. There are a lot of brands selling laptop which I am not familiar. I need to do extensive thought and searching such as searching for location, service and products quality.
In what circumstances could your decision style have been opposite to the one you identified?
When I am getting familiar with the brands of laptop, I can make a decision faster as I know that laptop is suitable for me to use. Moreover, if I become loyal to that product and there is promotion or discount, I will tend to make decision automated and less time given to purchase.
What would make you change your decision style? The most important factor is getting financial support from parent. As the monetary risk become lower, I feel less pressure when buying expensive item such as laptop. Part B – Application
5. Using consumer behaviour theory from your textbook (supported by academic journals where appropriate), explain why:
i) you used limited or extended problem solvingMy consumer behaviour was buying HP laptop and I used extended problem solving. This decision is perceived to carry a fair degree of risk including financial, emotional, health and career risk. From the buyer point of view, money and property risk need to be considered especially high-ticket items (Russell-Bennett, 2013). Financial risk becomes the significant risk for me as laptop is a high cost item. Besides, when consumer bought the expensive item, they will also pay attention to consumer report (the US Consumers’ Association) (East, 1997 as cited as Beales et al.). I ask advice from friends, reading Google review and asking sales person to compare different types of laptops. Moreover, I believe that higher price product means higher quality. When I purchased the laptop, I shopped at different kinds of computer stores so as to compare other kinds of laptop to make a final decision.
ii) your decision was rational or automatedMy decision was rational when I bought the laptop. Rational decision making identified that I as a consumer have knowledge about the alternatives and of the consequences of implementing those alternatives (Simon, 1957). In my beliefs, salespeople in specialty stores can provide more useful information than other sales
personnel so I would like to ask their opinions when I purchased the product. The choice criteria I used is that the function of the laptop need to be suitable for university students to do works .
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Tutorial 4 - Motivation
Activity 4 – What motivates you?
Learning Objectives
Upon successful completion of this tutorial, students should be able to:- explain their own consumer behavior by using two motivation theories- link motivation theories with values theories to solve a real-world problem
Part A - KnowledgeWhat was the consumer behaviour you selected in Activity 2? Buying a laptop._______________
1. Did any of these needs influence your behaviour; complete the table below
2. Which of these five levels of
Maslow’s motivation theory do you think explains your behaviour? You can select more than one. Write in where you think it fits in the triangle below.
Belongingness, self-actualisation and ego-needs.
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Yes or No McLelland’s Motives If yes, why?Yes Need for achievement: to attain
personal accomplishmentConspicuous consumption of status products – “I’ve made it”
Buying a laptop is mainly for study. I love to study hard and get a satisfy result from hard-working which makes me feel like a successful person.
Yes Need for affiliation: to be in the company of othersProducts that are consumed with others i.e. team sports, shopping centres
HP laptop is a common laptop brand among university students. I feel like I belong to this group.I have experienced of using HP laptop and I can share it with friends so that I have more interaction with friends.
No Need for power: to control one’s environmentProducts that give a feeling of mastery i.e. Hotted-up cars
Part B - Application3. Using the Rokeach’s value types in the below table (at the end of this activity) to complete columns 1 and
2 and then one of the theories of motivation you considered today to complete column 3, complete the table below.
a. List three values that motivated you to buy your selected good/service.
b. Find someone motivated by different values in your class. Using consumer behaviour theory from your textbook (supported by academic journals where appropriate), why there are differences (e.g., is it the type of product/service? Is it different personal values? What is the link to motivation?) Use consumer behaviour theory to justify.Use dot point form in the table to summarise why are these different.
You Other Person Why are these different?
Behaviour: Buying a laptop Booking an oversea holiday
Value 1: A sense of accomplishment
True friendship Need
Value 2: A comfortable life An exciting life Personality
Value 3:Wisdom Happiness Product difference
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Self-actualisation
Ego-needs
Belongingness
Safety
Physiological
C. In a paragraph below explain in more depth your dot points stated in the table above to why are these different? Discuss why they are different using theory and references to support.
My consumer behaviour is buying a laptop while other person’s consumer behaviour is booking an oversea holiday.
The need are different in value 1. According to Maslow’s theory, I desire for a high evaluation of self (self-respect or self-esteem) and for the esteem of others. By buying a laptop, I hope I can search useful information from the Internet in order to receive a high grade of assignment which achieve a high level of accomplishment. Other person’s terminal value is belongingness. People will eagerly affect by the absence of friends and family (Adair, 2011). They need to have intimate relationship with people which make them feeling belong to a group. By booking an oversea holiday, she enjoys an essential love relationship with others.
There is personality distinction in value 2. From Rokeach instrumental value(see appendix 1), I am an ambitious person which are composed of action implement terminal value (a comfortable life) (Solomon, 2013). Ambitious people always strive toward a goal or aim for a better goal. I believe that laptop can be a tool for helping me to achieve success so I can enjoy a more comfortable life in the future. For other person, her personality is broad-minded who would like to consider new ideas and explore a new journey. She likes to travel to many places as possible as she wants to experience a better and meaningful life. Moreover, she is an extraversion person who does not like stay in a same place all the time and enjoying an exciting life.
The products are various in value 3.I buy the laptop for fulfilling my utilitarian need which it can provide functional benefit and I believe it is a wisdom choice. It is a rational decision as I have done a lot of extensive research to select the most suitable laptop before purchasing. Other person’s value is to gain happiness so she chooses to have a fun, relax and enjoyment journey to fulfil hedonic need. It is more individual and subjective need and focus on playfulness than finishing the task (Holbrook, 1982).She is willing to spend more in the journey than usual as it brings enjoyment.
Rokeach’s Value Types (see pg. 162 of text)Instrumental Values Terminal Values
Ambitious A comfortable lifeBroad-minded An exciting lifeCapable A sense of accomplishmentCheerful A world of peaceClean A world of beautyCourageous EqualityForgiving Family securityHelpful FreedomHonest HappinessImaginative Inner harmonyIndependent Mature loveIntellectual National securityLogical PleasureLoving SalvationObedient Self-respectPolite Social recognitionResponsible True friendship
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Self-controlled Wisdom
Sources: Adapted from Richard W. Pollay, ‘Measuring the cultural values manifest in advertising’, Current Issues and Research in Advertising 6(1), 1983, pp. 71–92; John Rossiter, ‘Indentifying and measuring “Australian values”’, Australasian Marketing Journal, 15(1), 2007, p. 12.
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Tutorial 5 – Perception and learning
Activity 5 – The role of perception, learning and memory in consumer behaviour.
Learning Objectives
Upon successful completion of this tutorial, students should be able to:- identify the elements of the perceptual process and classify their own behaviour- recognise which perceptual distortions apply to them- compare and contrast interpretations of the consumer behaviour of peers- describe the different ways consumers learn
What was the consumer behaviour you selected in Activity 2? Buying a laptop
Part A – Knowledge
1. Using the perceptual process, describe your reactions to your selected consumer behaviour situation.
Exposure Attention InterpretationWhich senses were stimulated? How?
What aspects of the product/service, environment were you aware of at the time? Why?
How did you interpret the experience (good? bad?) Why?
Sight. Attract by different laptops appearance and leaflets
Sounds. Listen to consumer’s opinion about distinct brand which one they prefer and why.
Sounds. Soft music create a relax environment and I would like to stay in the shop longer.
The promotion layout of stall.
The shop is crowd or not as if it is crowd, I will not enjoy shopping than usual as customer service is not efficient.
The shop has fashion design and attract customer’s attention.
Good customer service.
The promotion about the products are conspicuous so customers know what is popular at that time.
The experience is positive as the shop has gorgeous and modern design which makes products looks noble than other shops.
The shop is not very busy and staff have time to chat with you one-on-one. Customer service is good.
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The shop is selling high-end product.
2. Did any of these distortions in perceptual interpretation occur to you?
Yes or No
Perceptual distortions How did these occur?
Yes Physical Appearances - making judgments on people’s or objects’ appearance or other attributes
The noble design of laptop identifies laptop into high quality product category.
Yes Stereotypes - mental shorthand, mental “pictures of meaning”, of product or brand – or people, i.e. who might use the product?
Different laptop design is for different people. Apple laptop may suitable for fashionable people. HP laptop tends to for business or study use.
No Irrelevant Cues - distractions from main stimulus
I have done a lot of research before I purchased the product so promotion of the shop cannot affect me.
Yes First Impressions - usually lasting – based on random attention
The advertising about laptop on TV stay the first impression about the product.
No Jumping to Conclusions - tuning out because message is not relevant to self – (could be perceptual defence or lack of experience)
As I am a student so I always need to buy technology product for self-study and there is a lot of advertising on Facebook about laptop so I am not lack of experience.
No Halo Effect - making a judgment based on one or two (positive/negative) criterion (i.e. brand name) and not considering other criteria – (selective perceptions)
The modern design shop do not mean product are high quality.
Part B – Application
3. Now describe the situation to people in your class and ask them how they would interpret the same situation. Select one interpretation that is different to yours and explain why it is different using consumer behaviour theory from your textbook (supported by academic journals where appropriate).
Alternative Interpretation Why is this different to yours?Irrelevant Cues - distractions from main stimulus
Her customer behaviour is buying a fashion item from main stimulus. At the beginning, she intends to buy a jacket but she does not have an exactly idea about what she should buy. She attracts by the display model and think the jacket which the model wearing is really fashionable. Effective advertising can attract people’s attention so she attracts by the display model. Moreover, physically touching products can create a sense of psychological ownership, giving a must-have purchase decisions (Williams and Ackerman, 2011). This
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increase her motivation to own the product. Moreover, the location of the product such as display in the central area is better than display aside.
4. How did you learn about your selected consumer behaviour; complete the table below (select as many as apply).
Yes or No Type of learning ExplainNo Classical Conditioning
(Did you make positive or negative associations about any aspect of the consumption?)
No, I do not know memorising the shop’s sound or music. I cannot biologically potent stimulus by the shop’s sound or music.
No Operant Conditioning(Were there rewards or punishments?)
When I choose to buy certain brand of laptop, there is no reward for me.
No Rote Learning(Did you learn any aspect by rote?)
No, I will always look at the latest information about different brand and I will change the idea if that brand’s product is better.
Yes Observational Learning(Did you learn about the consumption experience by watching others?)
Yes, I often observe what my friend purchase and ask her why she wants to buy this product.
Yes Reasoning(Did you do research, investigate the possibilities to learn about the situation?)
Yes, I did extensive research.
5. Imagine that your friend needs to learn about one aspect of your selected consumer behaviour.
a. What type of learning do you think would be the most relevant? Why?
Reasoning, buying a laptop is a big decision for university students as we do not have financial support. If my friend is buying expensive product, it is better to do the research before purchase, investigate the possibilities to learn about the situation to ensure she will not make a regret decision. Reason is the capacity for consciously verifying facts, and justifying or changing practices, institutions, and beliefs based on new or existing information (Kompridis, 2010). I believe extensive research can collect as much information as I can to ensure that product is suitable for me. Besides, if my friend may have certain belies about different kinds of brand so identifying which brand is suitable for her is significant. More importantly, it is also need to determine what kinds of personality my friend is so as to choose one appropriate product for her. Reasoning method can help her to make a right and rational decision before purchasing. To concluded, when she buys expensive or luxury product, it is better for her to learn by reasoning.
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b. List out the steps you could take to help your friend learn about this aspect of your selected consumer behaviour.
There are different ways to concern and buy the product. She can do the information search, and choose an alternative evaluation and finally start to purchase. In the inductive reasoning, we go from the specific to the general. We make many observations, discern a pattern, make a generalization, and infer an explanation or a theory (Bradford, 2015). So it is also important for my friend to start to have a general idea about different product and make a generalization concept about it. In the beginning, she can have extensive research. The most relevant information about product that she can search is from the Internet so this is also important for her to do a detailed research. Furthermore, she can process information actively by asking friends or parents’ opinion. In the alternative research part, she can significant the differences perceived between alternatives or if she has beliefs about certain brand. She can search that brand first. Finally, there are expert to help in the shop so she can communicate with them to choose the most suitable product or service.
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ConclusionIn conclusion, I determine my consumer behaviour by using completing and comparing my attitude and value with different people. In activity two, I tend to use extended problem solving rather limited problem solving such as by asking friends, reading Google review to choose the most suitable laptop. Moreover, I make rational decision when I buy the product such as asking expertise’s opinion. In activity four, I learn that I desire for belonginess, self-actualization and ego-needs. I know that I have different value when I compare with friends and I know that I always aim for high achievement when I determine my need by McLelland’s Motives. In activity five, I learn that sensory stimuli actually can affect our interpretation about the products or service. In the result, it can interpret different experience and perceptual distortions can occur. Generally, my experience is positive when I buy the laptop.
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ReferenceAdair, John. (2011). John Adair Lexicon of Leadership. Kogan Page Publishers.
Beales, Howard, Mazis, Salop & Richard Staelin. R. (1981).Consumer Search and Public Policy. Journal of Consumer Research, 8, 11-22.
East. R (1997). Consumer Behaviour: Advances and Applications in Marketing. Prentice Hall, Sydney Ch 1.
Kompridis, N. (2010). So We Need Something Else for Reason to Mean. International Journal Of Philosophical Studies Vol. 8 , Iss. 3,2000. Retrieved from http://www.tandfonline.com/doi/abs/10.1080/096725500750039282
Holbrook,M.B. (1982). Hedonic Consumption: Emerging Concepts, Methods and Propositions. Journal of Marketing, 46 (Summer), 92-101.
Simon, H. (1957). Administrative behavior; A study of decision making processes in administrative organizations. New York: The Free Press.
Solomon, M.R., Russell-Bennett. R & Previte, J. (2013). Consumer behaviour: buying, having, being. 3rd Edition. Permalink.Thielke, S., Harniss, M., Thompson, H., Patel, S., & al, e. (2012). Maslow's hierarchy
of human needs and the adoption of health-related technologies for older adults.Ageing International, 37(4),470-488.
doi:http://dx.doi.org/10.1007/s12126-011-9121-4Teixerira, T.S.(2014). The Rising Cost of Consumer Attention: Why You Should
Care, and What You Can Do about It. Harvard Business School. Harvard Business School Working Paper, No. 14-055Williams,L., & Ackerman.J. (2011). Please Touch the Merchandise. Harvard Business
School. Retrieved from https://hbr.org/2011/12/please-touch-the-merchandise
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Appendix 1
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AMB200 Consumer Behaviour: Assessment Item 1 - CB Portfolio
Name & Student No.:________________________________ Tutorial Time & Tutor:______________________ Activities:_________7 6 5 4 3 2-1
Knowledge (30 marks)AoL Goal: Knowledge and Technological Skills (KS)1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines. Consumer behaviour theory and principles
You have completed the worksheets correctly with no errors and added original ideas and shown insight. You may have linked with other theories in the book.
You have completed the worksheets correctly with no errors and possibly added original ideas and shown insight. You may have linked with other theories in the book.
You have completed the worksheets correctly with few errors.
You have made a good attempt to complete the worksheet with some errors.
You fail to correctly complete the worksheets.
Application of theory (50 marks)
AoL Goal: Higher Order Thinking (HO)2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.Analysis of behaviour You have demonstrated an application of
complex consumer behaviour theories to analyse your own behaviour. This may involve synthesis of theories and development of new ideas. There is likely to be integration across all your responses in a worksheet and across worksheets.
You have demonstrated an application of consumer behaviour theories to analyse your own behaviour. Theories used are likely to be complex and inter-related for a particular aspect of your behaviour, but not for all.
You have demonstrated an application of consumer behaviour theories to analyse your own behaviour.
You have demonstrated an application of consumer behaviour theories to describe your own behaviour. Theories used are likely to be basic.
You fail to demonstrate application of consumer behaviour theories to describe your own behaviour.
Communication and interpersonal skills (20 marks)AoL Goal: Professional Communication (PC)3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.Written presentation structure and format
The written portfolio is professionally presented with no technical errors. You have followed the structural requirements closely. The referencing style is consistent and correct with diversity and appropriate references. Original sources are cited.
You organise content clearly and logically and make no technical errors. You have followed the structural requirements closely. The referencing style is consistent and correct with appropriate references. Original sources are cited.
You organise content clearly and make very few technical errors. You have attempted to follow the structural requirements. The referencing style has minimal errors with appropriate references. Most of the citations are original sources.
You attempt to organise content clearly and make some technical errors. You have attempted to follow the structural requirements. The referencing style has some errors and inconsistencies. Some of the citations are original sources.
You present content in an incoherent way and make frequent technical errors through the paper. You do not reference your sources appropriately.
Total: ________ / 100 Reweighted: __________ / 25%
Comments:
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17 - 20 15 – 16.5 0 – 9.510 – 12.513 – 14.5
37.5 - 42 0 – 24.532.5 - 3742.5 - 50 25 - 32
22.5 - 25 0 – 14.515 - 1919.5 - 2225.5 -30
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