How Culture, Personality, and Lifestyle Affect the Behavior of Consumers - Assignment Example

University Consumer Behavior Students Name Student Registration Institution Course Code Due Date Part A. Consumer Behaviour Personal Journal Entry # Date Product/Service Name Problem /Need Recognition Buying Behaviour (Routine, Limited, Extensive) Level of Information Search (Low, Medium, High) Information Source Details Evaluation Criteria Details Social Influence on Decision Making Marketer Influence on Decision Making 1 1-Jan-15 Ipad Need to browse Limited High Internet test of application friends Promotion 2 2-Jan-15 Sony Flat screen TV poor clarity Extensive Medium From friends On sale trial friends Advertisement 3 15/1/2015 Radio Casset lack of daily local news limited low marketer Mechanical test Family non 4 20/1/2015 Bread lack of breakfast Routine     taste friends Promotion 5 24/1/2015 Decoder Not able to watch international news Limited Medium Media mechanical test Family Advertisement 6 26/1/2015 Tissue paper Lack of materials to use in the latrine routine High marketer customer feedback Family none 7 28/5/2015 Bicycle Transport problem limited Medium Friends mechanical test Family None 8 29/1/2015 Trough non washing facility   low friends customer feedback Family Advertisement 9 31/1/2015 Refregirator frquent going bad of food routine medium social media electrical test Family none 10 5/2/2015 power saving bulb High electricity cost Limited High social media electricial test friends None 11 16/2/2015 Oven breakdown of the existing one Limited medium friend electrical test Family None 12 12/3/2015 heater bathing with cold water limited high friend electrical test Family none 13 11/4/2015 Suit Cleanliness limited high friend measure material quality Family None 14 1/5/2015 Bar soap low quality washing soap routine low display friends comments Family Advertisement 15 11/6/2015 1kg of salt food shortage routine low display taste friends None 16 17/6/2015 Bedsheet poor bedsheet quality limited medium friend material quality Family Promotion 17 23/6/2015 Wheel chair crippleness extensive medium friend mechanical test Family None 18 7/7/2015 Blanket cold extensive high friend product cost Workmate Advertisement 19 11/7/2015 Rubber shoes sports extensive low display quality of the material used Workmate None min 20 15/7/2015 Slippers craking foot routine low display customers comments Family none 21 20/7/2015 kiwi shoe polish cracking shoes routine medium television quality test friends None 22 27/7/2015 Cooking oil foodshortage routine low display Other customers comment Workmate None 23 1/8/2015 Toothpick prestige routine high display stick quality Family Advertisement 24 15/8/2015 wheelbarrow transportation problems limited high friend Mechanical test friends None 25 18/8/2015 2kg of unga food shortage routine high display Taste family Promotion Motivation for purchase Why did you make the choice to purchase this specific product/brand Where was purchase made details How much did you pay for the product/service When did you consume/use the product/service Post Purchase Behaviour Satisfied/Unsatisfied Good Internet connection To meet high internet connection Supermarket $200 January Satisfied Good looking Has high quality pictures Sony store $150 current satisfied High quality It hagh broadcasting quality Supermarket $30 now satisfied Good packaging High satisfaction Supermarket $180 same day of purchase   Brand loyalty High satisfaction Supermarket $40 same day of purchase satisfied Quality service High satisfaction Supermarket $0.50 same day of purchase Unsatisfied after sales service High satisfaction Supermarket $10 same day of purchase satisfied low prices High satisfaction Supermarket $10 same day of purchase satisfied low prices High satisfaction Supermarket $1.50 same day of purchase Unsatisfied High quality High satisfaction Supermarket $1 same day of purchase satisfied brand loyalty High satisfaction Supermarket $3 same day of purchase satisfied Quality service High satisfaction Supermarket $2 same day of purchase unsatisfied brand loyalty High satisfaction Supermarket $50 same day of purchase satisfied Quality service High satisfaction Supermarket $1 same day of purchase satisfied High product quality High satisfaction Supermarket $0.30 same day of purchase unsatisfied customer recovery High satisfaction Supermarket $4 same day of purchase Unsatisfied good packaging High satisfaction Supermarket $500 same day of purchase satisfied brand loyalty High satisfaction Supermarket $15 same day of purchase satisfied high quality High satisfaction Supermarket $10 same day of purchase satisfied attractive High satisfaction Supermarket $1 same day of purchase unsatisfied low prices High satisfaction Supermarket $7 same day of purchase satisfied good packaging High satisfaction Supermarket $12 same day of purchase satisfied high quality High satisfaction Supermarket $1 same day of purchase satisfied Taste High satisfaction Supermarket $30 same day of purchase unsatisfied attractive High satisfaction Supermarket $10 same day of purchase satisfied Part B. Consumer Behaviour Report Introduction The understanding of consumers by marketers is very important as they have a changing behavior and it also ensures that marketers are able to predict the consumer trends and also to be ahead. The understanding of consumers is very important as human beings are very complex and are not static as it is likely to change minds1. As a result of this, it is a vital thing to have deep exploration on the thinking of consumers and their buying behavior. There are a number of companies that conduct customer behavior research to help them plan their marketing strategies in advance. Every consumer is different from each other even with needs and wants. This makes each of them to have specific choices which are influenced by psychological and social drivers that have an effect of purchasing decision2. The behaviors of consumers are different as individual consumer, groups and the selection of commodity process, use, secure and dispose off products. In this report, we are to explain how consumer attitudes are formed, and consumer opinions changed in order to better understand your own personal consumption experiences. The report also meant to explain how different sources of group influences can affect and radically change consumers’ consumption and finally design specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty. 1.0 Develop and use a framework of analytical tools to analyze how culture, personality and lifestyle affect the behavior of consumers As shown in the template in part A 2.0 Explain how consumer attitudes are formed, and consumer opinions changed in order to better understand your own personal consumption experience The attitudes of consumers are formed based on the cultural values, beliefs and personal; perception they have towards a given product. The consumer attitudes are merely formed or changed by the information that is acquired in the environment or as a result of the influence of the social groups. The best illustration is on coca cola where an opinion from a friend and his experience of the consumption of coca cola product is able to develop an attitude towards the company product or brand3. It is also very difficult to change the attitude that someone has towards a given product as it forms a great preference or taste on an individual. The attitudes of consumers are usually not based on buying behavior but it is also affected by other factors such as economic and cultural factors. The opinion and the attitude of consumers are changed and formed by their perception on the product or the company. They way consumers select, organize and interpret information to come up with a meaningful picture makes them develop a given attitudes towards a given product4. This is because every stimulus in the environment cannot be distinguished by consumers correctly and this ensures that selective perception is used to make a well informed decision. 3.0 Evaluate how different sources of group influences can affect and radically change consumers’ consumption In the market, there are different groups which influence radical change in consumer’s consumption. These include formal and informal groups that have an influence on buying behaviors. The brands or a good can be used by consumers to a given group and they learn by observing how their reference group members consume and this makes them to copy the same criteria when making consumer decision. There are direct and indirect reference group sources where direct sources are those who meet face to face while indirect are those that are connected to a group which the consumer intent to involve in such as scientific groups. The reference group exposes an individual to new behavior and lifestyle which is able to control their attitudes and self-notion. The family is also a very important source of reference group which is considered a vital social institution where many consumers come from. It is important in influencing strong manner values, attitudes and buying behaviors5. The family relationship is also to influence the purchasing decision as other members have the power to influence what is being bought for the family members. Each family member has a role in providing an opinion on what the family is to use and therefore is significant in purchasing decision process6. It is therefore important for marketers to understand the roles and status of individual in a family to help them obtain an understanding of consumer behavior. 4 Design specific marketing strategies that focus around what motivates consumers, what captures their attention and what retains their loyalty The appropriate marketing strategy for the business is to employ marketing mix which allows differentiation of 7ps from the competitors. This marketing strategy will ensure that the products of the company are different in terms of quality, taste, packaging and prices. It is important for marketers to set low prices on their products and also to ensure that the products are of high quality. This will increase customer loyalty and also to attract new customers that could have switch to competitors. This marketing strategy will ensure that the products are close to customers by increasing product outlets. This will make the products to be more accessible by locating new stores to major cities and local markets7. It is also appropriate for the business to be very active in promotional techniques to attract the attention of the public. It should advertise its products in all the regions and use a language that makes their product unique and attractive. The company should also employ different people who are able to work in harmony and able to produce different technology and knowledge that enhance the production of its products. It must also ensure that it has discrete design style and comfortable shopping environment to make the company have good physical evidence8. To attract and retain customers, it must ensure that it improves its customer service by employing focus customer service. This will change the negative attitudes of customers and ensure there is a change in customer attitude and perception. Conclusion There are a number of factors that affect consumer behaviors and they include cultural factors, social, personal and psychological factors. Culture has a great effect on the choices made during decision making process. Culture influences values and lifestyle which individual consumers use. This is because cultural behavior results from community environment, religion backgrounds, beliefs, lifestyle and racial backgrounds. It is therefore important to consider cultural factors as a very important aspect of marketing decision as it affects consumer behavior. Read More