Answer To: MKG102 Assessment 3_Individual Case Analysis Module XXXXXXXXXXPage 1 of 7 ASSESSMENT BRIEF Subject...
Aarti J answered on Dec 09 2020
Consumer Behavior
Course Name
Course Date
Consumer Behavior
Introduction
Consumers have the urge for different needs and they are inclined towards buying different things as per their needs and wants. Usually for the high involvement products, the consumer have a big consideration for the buyer decision process. In this segment our major focus is the purchase of the three major products which includes the Mobile phone, LED TV and laptop. The purpose of this study is to investigate the factors which affects the decision of buying the products. With the development of technologies and innovation there are certain dynamic changes in the needs and preferences of the consumers.
Consumers are the individuals and the households who purchases the products for their personal consumption (Kotler, 2004). There are majorly two kinds of consumers which includes the personal consumers and the organizational consumers (Krishna, 2010). The purchase model of these consumers also differ as per their needs and wants.
When a consumer is making a purchase decision, then the consumer passes through different stages of the buying decision model which includes the recognition, search information, evaluation, purchase, feedback (Blackwell, Miniard, and Engel, 2006). After the process, the consumer decides to buy a product of a particular brand and with particular features. These factors of the buying decision model is highly affected by the diverse environmental and individual determinants.
Consumer buying behavior is influenced majorly by two factors which are the individual factors and the environmental factors. The major individual factors includes the demographics, consumer Knowledge, perception, learning, motivation, personality, beliefs, attitudes and life styles. The other factor is the environmental factors which includes the factors like the culture, social class, reference group, family and household. These are the major factors which highly influence the decision making of an individual. (Blackwell, Miniard, and Engel, 2006).
Consumer Decision making Process
Mobile Phone:
Need Recognition
What is the perceieved problem?
The perceived problem was when my old mobile phone was giving me trouble because of the storage as well as the broken screen and outdated software. I was having One Plus 2 mobile which I had being using from around 4 years.
What need is this purchase satisfying?
Mobile phone is one of the most essential product which is a need in today’s world more than a want. The people rely highly on mobile phones for all their day to day needs and requirements which includes the connectivity, the social life as well as for the entertainment purposes. Thus, in today’s world, mobile phone is satisfying the basic need of an individual.
What is your actual state and what is your desired state?
The actual state of the mobile phone is quite bad and I am in need of a good phone with good features which can solve the purpose of connectivity, photography, smart phone and other requirements.
Is this a ritual purchase or something you have never bought before?
Purchasing a mobile is almost a ritual purchase which has to be purchased after a certain period of time when either your mobile phone is old, outdated or it is lost. It has become an essential for the people in today’s society and world.
Pre-purchase search / Information sources
What internal or external sources were considered and sought when making the decision
There were certain information that was collected as it is a high involvement product. As I am a student, I have limited disposable income, I have to buy the phone with the limited resources.
Information search evaluation of alternatives is an important activity that determines consumer’s choice (Laroche, Kim and Matsui, 2003). In the case of the mobile phones, one of the major sources or influence for purchasing a mobile phone is influenced by `cognitive heuristics` which is based on the past experience of the chosen perceived brand based on his past experience if the past purchase have fulfilled his perceived values.
Evaluation process:
For the mobile phones, the selection can either be based on functional/primary/rational factors or it can be based on emotional factors such as: fun, pleasure, excitement etc. (Batra and Ahtola, 1990). In my case, as I have been using One plus phone from past 5 years, I was pretty much satisfied with the phone. Not being an Apple fan, I always preferred Android over Apple OS. I have been pretty much satisfied with One Plus and was quite attracted to the features that have come up in One Plus 6T. So, I was pretty much clear about the phone and the brand which I have to opt for and purchase.
Some of the other factors which are considered when evaluating the purchases:
Physical attributes: It is the most...