consumer behaviour

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CONSUMER BEHAVIOUR

1. Describe a choice that you have made in each of the following categories

a. A carer choice

That must be a noncompensatory model. That means one single attribute can eliminate a brand from consideration. I was offered a sales job back home, but the travelling time for me to get to work would be 0 minutes by car and two hours by car. Even tough the salary was good. It did not make me take the job because of the distance. I ended up taking a job ten minutes from my home. Salary was a lower. But the place was much closer.




b. A Quick choice

Must be one Saturday when I stepped in on a McDonalds’ I was hungry, and felt like food instantly. So I bought it, it was not because I thought the food looked to great, but it was reasonably and fulfilled my needs. The great thing is the speed of the delivery.

c. A high involvement consumer choice

I bought a car. So I was looking in all magazines to fins a valuable car for my savings.

d. A low involvement consumer choice

I was grocery shopping at Woolworth’s when I saw they had vanilla coke on sale. I had not tasted it before. I looked at the price and I bought it without affect. So I formed my opinion about the product after I had bought it. So here I can say that my attitudes towards Vanilla coke were based in consumption experience than on information communicated in the market.

(By the way my affect was negative.



e. A choice relating to your friends

Whenever I am with my friends everything is so joy able so I do not care if the product that we buy for dinner, is not my favourite meal, I am willing to sacrifice my needs for the group. Because I am just happy being with my friends.

f. An academic choice

Must be when I was deciding to start studying abroad in Australia.

How are these choices alike? How are they different? For each choice, describe a model or theory that explains this choice?

Quick choice and low involvement are both similar because it is impulse purchase behaviour. Both of the products are inexpensive.

Think of ways your attitude is affected by advertising. As an example, what is your attitude toward the Bud frogs’ commercials? Do you buy Budweiser beer? Why or why not? What do you think of the Budweiser frogs and lizards? What benefits does Budweiser achieve from this kind of advertising? What kinds of liabilities are there? Why does Budweiser use a different ad agency for the lizard commercials than it uses for the frog commercial?

I have not seen that commercial. I am sorry. But I sometimes consume Budweiser beer, because it reminds me of the time I was in the chech republic. Budweiser’s origin country.

5. Why are marketing mangers interested in consumer attitudes? What evidence do we have that attitude exists.

Attitudes are ways to summarize consumers’ thoughts and feelings and actions. So from a managerial perspective, it is a process of persuasion. Managers want to convince consumers to try their brands. The elaboration likelihood model describes two routes to persuasion. The central route to persuasion and the peripheral route to persuasion. Under the central route persuasion consumers pay attention to main massages, while in the peripheral route to persuasion consumer’s focus on secondary cues. These processes of persuasion differ among cultures.

7. Think of a time when someone used the foot- in- the- door approach on you. Did you buy the product? Why or why not?

No I hate that, when you go to a store, and you feel pressure to buy something. I remember especially one day when I went to a clothing store back home. Not before you have walked into the store two girls and a guy are running around with six different dresses that will look good on you. My attitude towards that store is really negative. Because they act the way they do I would not consider buying anything from that store, because I hate people forcing me to buy something that I don’t want just to see their sales figures raise.

. Describe different kinds of consumer heuristics (i.e., shortcuts) under what examples are these heuristics used to make consumer decisions? Give examples from your own life. Describe a decision situation where you used some shortcuts. Why did you take these shortcuts? Was your resulting decision optimal or satisfying? Why or Why not?

A heuristic is a general rule of thumb that consumers use to simplify a decision task. It can also be described as short cuts to save time and effort. A variety of noncompensatory decision models illustrates the idea of consumer heuristics. One of them might be if a product scores badly on one attributed; it can eliminate a brand from consideration.

More examples of consumer heuristics are inference making, and list making. Inference making helps consumer to make a choice without complete information by generalizing from the information they know.

List making is what I do when I go shopping. It is my script, sometimes I write brand names and sometimes just the products. I do it so I wont forget anything, and it is timesaving and it helps me not to buy the whole store. I



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