Homework answers / question archive / AMB200 Consumer Behaviour Summer 2020 Assessment Item 1: Consumer Behaviour Portfolio Weighting: 40% of grade Length: Minimum 1,200 words to maximum 2000 words   Purpose This portfolio is designed to help you use consumer behaviour theories to analyse and understand your own consumer behaviour

AMB200 Consumer Behaviour Summer 2020 Assessment Item 1: Consumer Behaviour Portfolio Weighting: 40% of grade Length: Minimum 1,200 words to maximum 2000 words   Purpose This portfolio is designed to help you use consumer behaviour theories to analyse and understand your own consumer behaviour

Management

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I selected _SAME THROUGH OUT Portfolio – TYPE HERE  

on  _________(DATE)_______________

 

2. How did you come to recognize you needed or wanted to purchase this good/service? Was your decision rational or automated? (Support with Referencing) (~200 words)

 

 

 

 

3. Now Bold (and remove what you did not select) the way you did an information search, alternative evaluation and purchase.

 

	Limited problem solving	Extended problem solving
Information search	Low risk and involvement Little search Information processed passively In-store decision likely	High risk and involvement Extensive search Information processed actively Multiple sources consulted prior to store visits
Alternative evaluation	Weakly held beliefs Only most prominent criteria used Alternatives perceived as basically similar Non-compensatory strategy used	Strongly held beliefs Many criteria used Significant differences perceived between alternatives Compensatory strategy used
Purchase	Limited shopping time; may prefer self-service Choice often influenced by store displays	Many outlets shopped if needed Communication with store personnel often desirable

 

 

4. How did the company influence you at two stages of the entire Purchase decision? (~200 words)

 

 

 

 

 

 

5: What does another company do which could be applied in one phase of the decision matrix? How does this company demonstrate theory applied in class? (~200 words)

 

 

 

 

TUTORIAL 2 Buying, Using and Disposal

 

Activity 2: How do you Buy and Dispose of Products?

Chapter 10 Buying, using and disposing (~650 words)

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

• explain their own consumption style and show how it might affect their purchase decisions
• demonstrate the importance of managing expectations to customer satisfaction
• summarise the possible outcomes of purchase decisions (dissatisfaction, cognitive dissonance)

 

PURCHASE MADE:  SAME THROUGH OUT Portfolio – TYPE HERE

 

1. How or did you think about the product’s disposal? (~50 words)
    

 

2. How or did the company communicate the product’s production or disposal to you? (~25 words)

 

 

3. Do you think your disposal behaviour is more influenced by your attitudes, beliefs and opinions or by the specific situation? Why? (~200 words)

 

 

4. How did each of these factors influence your purchase and disposal behaviour?

(~75 words for each)

 

Demographic

 

Psychology

 

Social Status

 

Culture

 

Economic Status

 

 

5. Overall after your experience from the above behaviour, explain your post purchase outcome, using theory and references to support. (where your satisfied, use the product again, not return…etc.) (~100 words)

 

 

 

TUTORIAL 3 Motivation

 

Activity 3: What motivates you?

Chapter 6 Motivations and Values

 

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

• explain their own consumer behavior by using two motivation theories
• link motivation theories with values theories to solve a real-world problem

 

PURCHASE MADE:  SAME THROUGH OUT Portfolio – TYPE HERE

 

1. Did any of these needs influence your behaviour? Complete the table below.

 

Yes or No	McLelland’s Motives	If yes, why?
	Need for Achievement: To attain personal accomplishment; conspicuous consumption of status products – “I’ve made it”
	Need for Affiliation: To be in the company of others; products that are consumed with others i.e. team sports, shopping centres
	Need for Power: To control one’s environment; products that give a feeling of mastery i.e. Hotted-up cars
	Need for Uniqueness: To assert one’s individual identity; products that allow consumers to emphasise distinctive qualities.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

2. Use your purchase and outline how it connects to the hierarchy. For each stage in the hierarchy outline how it affected your purchase decision (~300 words)

 

Self-actualisation

 

Ego-Needs

 

Belonging (Social)

 

Safety

 

Physiological

 

 

3. Which model, between the McLelland and Maslow’s hierarchy of needs models, better describes you and your purchase? Why? (~100 words)

 

 

4. What variable or attribute was the most important factor in relating to your selected purchase? (~200 words)

 

 

 

 

 

TUTORIAL 4 Attitudes

 

Activity 4: How attitudes are created and changed

Chapter 8 Attitude and Attitude Change (~700 words)

 

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

• identify the components of attitude and classify their own behaviour
• employ the Theory of Planned Behaviour to demonstrate how attitudes can be changed

 

PURCHASE MADE:  SAME THROUGH OUT Portfolio – TYPE HERE

 

1. Using the two-component approach to attitudes, identify the way you feel and think about the item you bought or service you were involved with. (~50 words)

 

Component 1: Cognition (Thinking)	Component 2: Affect (Feeling)	Overall Attitude
What beliefs do you have about the item/service? e.g. Coca-Cola is healthy	What feelings do you have about the item/service? e.g. Coca-Cola is fun	What is your overall attitude towards the item/service? e.g. positive or negative

 

2. Which component do you think is the most important in explain your response in the attitude column? Why? (~100 words)

 

 

 

 

3. Draw out your selected hierarchy of effects to show the thoughts (cognitions), feelings (affect) and actions (behaviour) for your chosen behaviour. Explain each behaviour and any disconnect which might occur. (~250 words)

 

Attitudes

 

 

 

 

 

 

 

 

 

Behaviour

 

Social Norms

 

Intentions

 

 

 

 

Attitudes

 

 

 

 

 

 

 

 

4. Using the theory of planned behaviour please explain your consumer behaviour. 

(~300 words)

• What intensions need to be created to lead to this behaviour?
• What do your family and friends think about this consumption behaviour?
• Were there any barriers to your ability to control your behaviour?
• What was your attitude towards the behaviour?

 

 

 

 

 

Tutorial 5 – Perception and learning

 

Activity 5 – The role of perception, learning and memory in consumer behaviour.

Chapter 3 Perception & Chapter 4 Learning and Memory

 

 

Learning Objectives

 

Upon successful completion of this tutorial, students should be able to:

• identify the elements of the perceptual process and classify their own behaviour
• recognise which perceptual distortions apply to them
• compare and contrast interpretations of the consumer behaviour of peers
• describe the different ways consumers learn

 

 

PURCHASE MADE:  SAME THROUGH OUT Portfolio – TYPE HERE

 

Part A – Knowledge

 

1. Using the perceptual process, describe your reactions to your selected consumer behaviour situation. (`100 words)

 

 

 

 

 

 

 

 

 

 

Exposure	Attention	Interpretation
Which senses were stimulated? How?	What aspects of the product/service, environment were you aware of at the time? Why?	How did you interpret the experience (good? bad?) Why?

 

 

2. Did any of these distortions in perceptual interpretation occur to you?

(~200 words)

 

 

Yes or No	Perceptual distortions	How did these occur?
	Physical Appearances - making judgments on people’s or objects’ appearance or other attributes
	Stereotypes - mental shorthand, mental “pictures of meaning”, of product or brand – or people, i.e. who might use the product?
	Irrelevant Cues - distractions from main stimulus
	First Impressions - usually lasting – based on random attention
	Jumping to Conclusions - tuning out because message is not relevant to self – (could be perceptual defence or lack of experience)
	Halo Effect - making a judgment based on one or two  (positive/negative) criterion (i.e. brand name) and not considering other criteria – (selective perceptions)

 

 

 

 

3. Which type of learning do you think your purchase was? (Write your name beside it) (~100 words)

 

Yes or No	Type of learning	Explain
	Classical Conditioning (Did you make positive or negative associations about any aspect of the consumption?)
	Operant Conditioning (Were there rewards or punishments?)
	Rote Learning (Did you learn any aspect by rote?)
	Observational Learning (Did you learn about the consumption experience by watching others?)
	Reasoning (Did you do research, investigate the possibilities to learn about the situation?)

 

4. Imagine that your friend needs to learn about one aspect of your selected consumer behaviour. (~100 words)

 

1. 1. What type of learning do you think would be the most relevant? Why

 

 

 

 

5. Why do you think your learning and your friends learning styles will be the same and why might they be different? (~100 words)

 

 

 

 

 

 

TUTORIAL 6: Pricing and Risks of Purchase

Activity 6: What are your risks of purchase within consumer behaviour?

 

Learning Objectives

Upon successful completion of this tutorial, students should be able to:

• compare and contrast the different risks associated with consumer behaviour
• understand how pricing and different types of utility can alter a purchase decision

 

PURCHASE MADE:  SAME THROUGH OUT Portfolio – TYPE HERE

 

1. How was your purchase priced to shape your perception of the service/good provided relative to the price you paid? (~150 words)

 

 

2. What types of utility were present? How did this influence or not influence your purchase decision? (~150 words)

 

 

3. Evaluate how each risk applies or does not apply to your purchase decision

(~200 words)

 

a) Physical Risk

 

b) Social Risk

 

c) Financial Risk

 

d) Time Risk

 

e) Lost Opportunity Risk

 

f) LABEL IN ANOTHER RISK WHICH MIGHT BE A FACTOR, NOT LISTED

 

 

4. Are there any other factors which override your purchase decision process? Why is this the most important factor? (~250 words)

 

 

 

 

 

 

 

Conclusion statement (~100 words)

What self reflection do you feel from this portfolio, what idea and understand do you hope a reader takes away?

 

 

 

 

 

References