Consumer Behavior

Homework 1- Answers
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Homework 1- Answers
Question 1 [7]
Consumer behavior reflects the totality of decisions on the consumption of an offering over time. In one of our family vacations, I acted as an influencer for a consumption cycle that lasted for two hours. We were to have lunch, and I suggested that we have chicken and some salad (what product) because it was affordable, healthy, and light. Influencers profoundly impact consumer behavior. Studies reveal that opinion leaders affect the purchasing patterns of individuals and are important promoters of various goods and services (Zak and Hasprova, 2020). Individuals buy the most out of a product because of the influencers' expertise, reputation, and popularity. The consumption cycle lasted for hours. My parents and siblings ate chicken and salad because I influenced their decisions on that occasion. I acted as a decision-making unit in their purchase.
A decider refers to the individual that ultimately determines the part or the whole of the buying process. For example, I hosted one of my friends who had lost his job in my apartment on a certain month. During that month, I was the decider for all the purchases that we made. As a result, my friend was compelled to use most of the supplies I could afford (why). In this case, I acted as the decision-making unit for consuming products consumed at my apartment for the entire month. For example, my friend preferred using T-Mobile Wi-Fi, but since I installed and subscribed to Sprint, we used what I had for the entire month.
Another occasion where I played multiple roles in the consumption cycle was during my birthday while at college. I served as an influencer, decider, and purchaser of drinks among my close friends. I endorsed the type of drink we should use during my birthday, making me an influencer. Jain (2019) indicates that the purchaser influences consumer behavior by acquiring the product as a success. I also decided on the buying process and purchased the drinks for my birthday party. Besides, I was a user because I consumed the drinks purchased in the consumption cycle. The entire consumption cycle lasted for 24 hours.
Market surveys utilize qualitative data collected from consumers through observations. Surveys focus on the opinion and perceptions about a particular product to improve the understanding of consumer behaviors. An in-depth collection of consumer data is useful in market segmentation, determining consumers' attributes, preferences, and values in each segment, estimating profitability, and running targeted advertisements.
Question 2 [12]
Factors that Lead to High Motivation in the Persil Advert
The Persil advert leads to high motivation by pointing out an environmental issue that affects millions of people around the globe and provides a solution that resonates with its customers. Climate change, global warming, and environmental pollution result from human activities that negatively impact the planet. The advert shows the polluted seas, massive deforestation, extreme weather conditions, and global warming, and climate change impacts such as wildfires, hurricanes, and tornadoes. The ad shapes the attitude of the potential customers into believing that it is an environmentally conscious brand and focuses on slowing down the rate of climate change.
The advert motivates its audience by encouraging taking action instead of talking more on social media. Hashtags cannot plant trees, so people engage in the actual tree planting activities to curb deforestation and global warming. The advert also states that tweets can clean the oceans when people take action. It shows people planting trees, collecting garbage, and cleaning the oceans. Taking action is an essential step in curbing global warming. The ad seeks cognitive and affective responses from the audience.
The most compelling thing about the advert is that children are the people that are actively involved in reversing the damage done to the planet by human activities. They participate in tree planting, recycling plastics, cleaning oceans, and collecting trashes. Another motivating is the racial diversity of the children included in the advert. The video promotes diversity and cultural inclusion because it shows people from various backgrounds.
Types of Need and How a Rolex Watch Can Satisfy Them
Type of Need DescriptionExplanationSocialDemands the validation or involvement of other people.My colleagues believe that I love Rolex watches, so I purchased the latest model.PersonalPerson...