INDIVIDUAL ASSIGNMENT
MKT201: CUSTOMER BEHAVIOR
Student name: Nguyễn Tú Tài
Student ID: HS163415
Class: MKT1708
Lecturer: Mr. Trịnh Trọng Hùng
Q1. People play different roles and that their consumption behaviors may
differ depending on the particular role they are playing. State whether you
agree or disagree with this statement, giving an example from your personal
life?
I agree with the statement “people play different roles and their consumption
behavior can vary depending on the specific role they are taking on”. Because
consumer behavior is the study of the processes involved as individuals or groups
select, purchase, use or dispose of products, services, ideas or experiences to
satisfy needs and wants. would like. And then, each person will have different
roles, for example, if you are a student, you will have the role of a student, you will
not have consumer behavior like a 60-70 year old person. Either you are a teacher,
you will not have the same consumer behavior as a 12-13 year old child. Instead,
you will have consumer behaviors consistent with the role you are playing.
An example from my life. I am a university student. Therefore, my
consumer behavior will be completely different from other objects.
About the culture of the university environment: At my university, the dress
code is very relaxed, you can wear shorts to class, or you can wear flashy, colorful
clothes. school, and no one has an opinion about your style of dress. Or you can
dye your hair, wear earrings, etc.
- Regarding social factors:
+ Family: I was born in a family with a good education, so I am not susceptible to
new changes in the university environment, I still like a simple style of dress, not
too flashy, not dyed hair,…
- Personal factors:
+ Age, occupation: I am 20 years old now, so I have different buying habits and
needs than other ages. For example, at the age of 50, people will have a need to
buy simple, cheap clothes, not too picky about colors, etc. Or at the age of 13, they
will have a need to dress like students, not students. hair dye, smoking, etc.
+ Lifestyle: My lifestyle is simple, effective. So when a need arises, I will look for
products that are simple and satisfy my current needs. Different from people with
other lifestyles such as luxury living, virtual living, hip-hop, etc.
+ Economic situation: I am a student, so my economic situation will also be
different from those of people who work, different from young boys, or different
from grandparents, etc. So I always choose items. suitable for you and bring the
maximum effect.
- The motive for the demand: it may be that I accidentally glanced at the product
and saw that the product was too beautiful, the feedback was very good, relatives
and friends introduced it, experts confirmed that this is a good product, attractive
promotions And importantly, I have a need for that product.
else's, different from the elderly, people as young as 14-15 years old, different
from working people, or retired,…
Q2. List the three stages in the consumption process. Describe the issues that
you considered in each of these stages when you made a recent important
purchase.
The three stages in the consumption process are: prepurchase, service
encounter, and post-encounter stages.
* Stage 1: prepurchase.
This is the stage of self-awareness, for example you don't have a toothbrush,
and you realize you need a toothbrush to brush your teeth.
After realizing the need, you will search for information related to the
product. For example, a toothbrush, you go to the internet to search for information
about toothbrushes, automatic toothbrushes, water-based toothbrushes, etc. Or
refer to information from friends, parents, people who have used that toothbrush.
Clarify needs. After searching for information about toothbrushes, you will
re-evaluate your needs, consider whether you should use an automatic brush or a
premium brush, .. or you can just use Use a regular brush.
Discover solutions, identify alternative products and suppliers. In this step,
you will look for more solutions yourself. For example, if you see some stores on
the internet selling too much, or the products are out of stock, etc., you can refer to
the stores near you, etc. to find suitable alternatives.
Review supplier information. For example, see if the name of the store has
new sales or not, is the brand popular or not? What are their ads like? Discounts
and incentives like? Is there freeship? Is there a warranty when the product is
defective or not?…
Review information in third parties. Those are the feedbacks from people
who have used this toothbrush before, either articles, websites, reviewers, etc., or
can text, call to consult directly from a third party. 3.
Make a decision to buy that product/service. At this point, we will form
expectations about that product or service. For example, you expect this toothbrush
to be used for at least 2 years, the product is easy to use, feels very comfortable
when used, increases your confidence, etc.
* Stage 2: Service encounter
This is the stage when you go to the consultant of that service / product,
discuss the product and make payment. For example, you go to store A to buy a
laptop, you will meet a consultant or salesperson there to discuss products,
services, warranties, gifts, promotions, etc. buy that product.
* Stage 3: Post-encounter stages
This is the stage after you have purchased the product/service and you are
experiencing that service or product. Are you satisfied with the product/service,
service quality there or not? After that, an assessment and future projections will
be made. For example, after you have bought a laptop that meets your needs,
matches your money, promotions, gifts are great and the laptop is also great to use.
You feel very satisfied when you buy that laptop, you rate that product as 5 *. You
plan to buy a few other related products or buy another laptop at that store, that
brand.
Several issues that I considered in each phase when I made an important purchase
recently.
Recently, I bought a new phone which is Iphone 11 pro max 256gb. At
stage 1, I had to research and consider very carefully when learning about this
product. Because this is a new product, has great value and I also need to study
very carefully about the ability to take pictures, record videos, is the RAM large or
not, will it affect the machine when used in the rain? ,.. And I don't know anything
about products using IOS operating system at all. That's why I read people's
feedback when using this product, read reviews, and consulted people who are and
have used this product.
In stage 2, when I went to the store, discussed the product with the staff and
learned that the current iPhone product lines will not have headphones, no charger.
That's why I have to buy charger and headphones separately and pay
Stage 3, after buying that product, I feel satisfied with the product and
service quality. But not very happy about having to buy more chargers. But the
quality of the product is very very good.
Q3. Collect an example of ad that rely on the use of metaphors or resonan. Do
you feel these ads are effective? If you were marketing the products, would
you feel more comfortable with ads that use a more straightforward, "hard-
sell" approach? Why or why not?
-An example of advertising based on the use of metaphor or resonance is the
MIDNIGHT POISON advertisement.
-This is a Midnight Poison ad that simply uses metaphors - model Eva Green is a
symbol of unique beauty and mystery with unpredictable personality. Her image
gives off a different, rebellious, daring feeling. When Eva's character blends with
the visual context, the ad conveys the message that "a new Cinderella has been
born," a new and unique beauty, rather than a traditional beauty. common and
popular.
- Advertising by using images is very effective, easily conveys the message and
spreads the message faster. Does this ad show you the message that “only Dior can
give you an incomparable beauty”? Instead of using the phrase that whoever uses
Midnight Poison will feel beautiful, different, and enchanting, Eva's visual
metaphor and the accompanying words were able to convey a sentence. new fairy
tale about Cinderella, and makes the audience want to become a "new Cinderella"
like Eva.
Another metaphorical ad by Durex
-If I'm doing product marketing, I'm perfectly comfortable with ads that use a
simpler approach. Because when we use advertising based on the use of
metaphors, it means that customers will guess the message of the product
themselves. Therefore, we should use simple approaches so that customers can
guess the meaning of the message that we are advertising. If you use unpredictable
images, making customers think a lot, it will cause a feeling of frustration and
discomfort with customers and at that time, customers will not want to pay
attention to advertising, information. your message again. Of course, when you use
easy-to-understand metaphors, customers will be more likely to like the product
you are promoting, and it will be easier for you to sell.
Q4. What is motivational research? Give an example of a marketing study
that used this approach.
-Motivational research is the research process aimed at discovering and
understanding what consumers do not fully understand about themselves.
Motivation research attempts to identify the forces behind the behavior, especially
consumer behavior. For instance, why do certain trends take off while others flop?
Why do certain age groups spend money differently than others? Consumer
behavior is affected by conscious and unconscious motives, economic needs,
cultural factors and a variety of variables. Motivation research attempts to
deconstruct complex behaviors so they can be understood and even inspired.
-We need look no further than the worlds of fashion, sports, entertainment,
pornography, and video game production and marketing for examples. The recent
boom in design and attention to user-oriented design principles draw our attention
to the fact that people's motivations for buying and using products and services are
actually complex and social. In fact, because motivation research can often reveal
unsuspecting consumer motives that underlie the use of a particular product or
brand, one of its main uses in marketing is innovation. Today, motivational
research is commonly used as a source of valuable, innovative, front-end insights
that are later quantitatively tested on a larger, representative sample of consumers.
In a competitive global environment where insight and innovation are the keys to
success, it is no wonder that motivation research continues to play a vitally
important role.
-Or a more specific example is that Nestlé wants to attack the Japanese market. But
according to some surveys, coffee first appeared in Japan at the end of the 18th
century, however, the Japanese were not really interested in this bitter and dark
drink in the early days. And so the current strategy to convert coffee drinkers is
bound to fail. Instead, Nestlé needs to start by giving coffee a meaning, or in other
words, make a mark for the Japanese market. Nestlé started implementing this
advice by creating desserts for kids with coffee flavors but no caffeine. Because
they got the taste of coffee as their first impression, young Japanese people got a
very positive first impression. The idea is impressive and this imprint will follow
the youth for the rest of their life. Although causality is difficult to measure in such
complex cultural circumstances, coffee sales in Japan have steadily increased and
are now up to a billion pounds a year. It is thanks to the product change that has
stimulated almost all Japanese youth to prefer coffee.
Q5. According to balance theory, how can we tell if a triad is balanced or
unbalanced? How can consumers restore balance to an unbalanced triad?
-Balance theory considers how a person perceives relations among different
attitude objects, and how he alters his attitudes so that these remain consistent (or
“balanced”). This perspective involves relations among three elements, so we call
the resulting attitude structures triads. Each triad contains (1) a person, (2) his
perceptions of an attitude object, and (3) some other person or object. The theory
specifies that we want relations among elements in a triad to be harmonious. If
they are unbalanced, this creates tension that we are motivated to reduce by
changing our perceptions in order to restore balance.
-Balance theory reminds us that when perceptions are balanced, attitudes tend
toremain stable. On the other hand, when we observe inconsistencies, we are
alsomore likely to see changes in attitudes. Balance theory also serves to explain
whyconsumers like to relate to positively valued objects. Forming a unitary
relationshipwith a popular product (e.g. buying and wearing fashionable clothing,
driving anostentatious car) can increase the chances of being included in other
people'striads, such as a positive sentimental relationship. Finally, the
balance theoryserves to explain the wide use of celebrities for product support.
When a consumerdoes not yet have a well-defined attitude (and therefore
the triad is not yetcomplete), the marketer can create a positive sentimental
relationship between theconsumer and the product by showing a positive unitary
relationship between theproduct and a recognized personality. In other cases,
behaviors decrease whenadmired people argue against them, as is the case when
athletes appear in drugpropaganda. This "balancing act" is the basis of celebrity
support, where marketersexpect the popularity of stars to be transferred to the
product. For now, it's worthremembering that creating a unitary relationship
between a product and a star failsif the celebrity audience's opinion goes from
positive to negative, as happenedwhen Pepsi released an ad with Madonna after the
singer made a controversialmusic video about religion and sex. The
strategy can also cause problems ifpeople question the unitary
relationship between the star and the product, ashappened when singer
Michael Jackson, who also promoted for Pepsi, lateracknowledged that he
does not consume fissure drinks.
