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Tài liệu ôn tập thi tự luận Hành vi tiêu dùng (Consumer behaviour) cuối kì tại Đại học Kinh tế Tài chính (UEF) CASESTUDY 1Hi, Im a Mac... and Im a PC. QUESTION 1: What characteristics of extended problem solving are involved in a computer purchase?
QUESTION How does Lifestyle affect consumer behavior? Give examples to clarify it Lifestyle provides a true reflection of how a consumer behaves Lifestyle can be the determiner to the type of goods or services that would be selected by the consumer Selection of products, services and activities are much related to lifestyles For example, a person with a trendy lifestyle would always have the latest clothing and goods (up-to-date) available in the market Instead, those with moderate lifestyles would reflect their moderation through their choice of fashion and goods For example, if we compare the higher class and lower class in buying cars The higher class has more money to spend, they think about style, brand, comfort, safety, and anything that heightens their status This might make them choose an Audi or a Volvo But the lower class has less money to spend so need to focus on what’s most important They’ll focus greater on safety and reliability, so they may end up buying an older Toyota Camry Marketers need to examine the different types of lifestyles present in society and then strive to develop products suitable for such lifestyles QUESTION Compare and contrast classical and instrumental (operant) conditioning Classical conditioning: a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own Ex: At Tet holiday we will feel excited, and joyful And when we see Coca cola, we feel nothing → After that Coca Cola produced the Coke with yellow swallow package only for Tet Holiday → So then when we see Coca Cola with the yellow swallow package we will feel excited and joyful Instrumental conditioning (also, operant conditioning): the individual learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes Ex: you will try a few brands of perfume before deciding to be loyal to only one brand You will then buy that brand again (repeat purchasing) Your chosen brand is obviously the brand that is able to provide optimum satisfaction to you QUESTION An anti-smoking campaign showed autopsies of people who have died of lung cancer The campaign seemed to have no effect on the rate that teenagers took up smoking Why? Fear appeals emphasize the negative consequences that can occur unless the consumer changes a behavior or attitude Most research on this indicates that negative messaging is most effective when the ad presents a solution to the problem Otherwise, consumers will tune out the message because they can nothing to solve or avoid the threat Smoking will kill me, but I'm addicted so I'm not paying attention to this ad It offers no help to current smokers QUESTION It is said that “people often buy products not for what they but for what they mean” Explain the meaning of this statement and provide an example This principle does not imply that a product's basic function is unimportant, but rather that the roles products play in our lives extend well beyond the tasks they perform The deeper meanings of a product may help it to stand out from other similar goods and services All things being equal, we choose the brand that has an image (or even a personality!) consistent with our underlying needs For example, although most people probably couldn't run faster or jump higher if they were wearing Nikes instead of Reeboks, many die-hard loyalists swear by their favorite brand These archrivals are largely marketed in terms of their images— meanings that have been carefully crafted with the help of legions of rock stars, athletes, slickly produced commercials, and many millions of dollars So, when you buy a Nike "swoosh," you are doing more than choosing shoes to wear to the mall: you also make a lifestyle statement about the type of person you are or wish you were For a relatively simple item made of leather and laces, that's quite a feat! QUESTION 10 List the three semiotic components of a marketing message, giving an example of each Every marketing message has three basic components:an object, a sign (or symbol), and an interprétant Ex: Bitis the campaign message “You have to go away to come back” or “Đi để trở về” It encourages young people to travel more, to experience more, expand the limits and to be more fulfilled when return Ex: Milo: The campaign “Sports Always Finds A Champion” hit the hearts of Vietnamese parents and motivated young kids to express their love for sports The object is the product that is the focus of the message (e.g., 1.Marlboro cigarettes, 2.Bitis hunter shoes, Milo milk, Lifebuoy handwashing) The sign is the sensory image that represents the intended meanings of the object (e.g., 1.the Marlboro cowboy, a story of the son live far family have a trip to travel around Vietnam and then his last destination is his home, 3.teenager sporters, Kid) The interprétant is the meaning we derive from the sign (e.g.,1 rugged, individualistic, American, 2.Vietnam, family, spring, Tet holiday, 3.school, the champion, sports, school, home, playground, bacteria, soap, children) QUESTION 11 Perception is the process by which physical sensations such as sights, sounds and smells are selected, organized, and interpreted Discuss the senses we use to stimulate our perception of something through sensation and meaning Sensory stimuli → Sensory receptors → Exposure → Attention → Interpretation Eye: When you go to the supermarket, the supermarket tend to display the fresh and beautiful fruit or vegetable (like imported fruit) to catch the customer's sight, or put the best seller things in the middle to make customers go around, or install the mini advertisers in every sell counters, or use color to attract their sight Sound: When the supermarket has a crowd of customers, they have to turn on soft music to calm their minds when the supermarket is on off-peak days, they need to turn on upbeat music to Increase customer excitement Smell: When you are near the food stores for example KFC, you may smell the smell of food like the smell of fried chicken or french fried surrounding you, and it makes you feel hungry That is because these food stores are putting the chimney outside, which allows the smoke to flow away Taste: Tasting counter in the supermarket to attract customers with its own taste Making it easier for them to choose foods that suit their taste Touch: When you want to buy a car, before purchasing the car you will have a chance to test the car to feel how suitable the car bring for you, or the real machine, and then if you want to adjust or change something you can tell the car engineers to help you CASE-STUDY "Hi, I'm a Mac and I'm a PC." You probably know this successful TV campaign that features a very smart, cool Mac guy and a nerdy PC guy These ads for Apple's Mac laptops aimed to grab a big chunk of the personal computing business, especially among younger users Microsoft fired back as the company tried to separate itself from the undesirable PCguy image Its first attempt; a quirky campaign featuring comedian Jerry Seinfeld and Windows founder Bill Gates, failed to move the sales needle Microsoft had more success with the “I'm a PC ad" that featured testimonials claiming allegiance to PCs from all sorts of PC users, ranging from celebrities to an adorable 1⁄2-year-old Still, it's an uphill battle: For a generation of consumers raised on cool products like the iPod and the iPad, it's a tough sell to shake Apple's spell Although PCs still have the majority of market share, a growing number of Macs show up on college campuses every fall In the spring of 2011, Microsoft tried a new tactic: A student who purchased a PC for $699 or more received a free Xbox He or she only needed to walk into Best Buy with a college ID or email address and walk out carrying a PC along with an Xbox with a retail value of approximately $300 Compared to a Mac that starts at $999, this bundle offered an attractive value proposition to students who were also into gaming Is this a simple pricing promotion, or part of a more elaborate branding strategy? The Xbox represents the "fun" side of Microsoft's personality, so this bundle might help to reposition Microsoft away from the awkward office-worker stereotype and closer to Apple's cool image among members of this crucial market segment Microsoft is still evaluating the results of the promotion Marketers continue to debate the effectiveness of "free” offers Assuming that the promotion drives short-term sales of PCs, will it also influence long-term loyalty? What does this bundling mean for the Xbox, the current market leader in gaming consoles within the college market? With a free Xbox as an option in the marketplace, will college students be less willing to pay $300 for a stand-alone Xbox console? Finally, the question remains whether a free console is like a free cell phone from your wireless company, where the revenues come from add-on purchases in the form of talk minutes Will Microsoft still profit from those free units through game purchases, online subscriptions, accessories, and loyalty to future Xbox consoles? How will the new tablets that combine features of gaming consoles and laptops affect all of this? QUESTION 1: What characteristics of extended problem solving are involved in a computer purchase? QUESTION 2: How might the free Xbox offer influence a consumer's mental accounting and perceived risk? Free Xbox offers to influence a consumer's mental accounting and perceived risk: Mental accounting: Analysis of people’s responses to situations where decisions are influenced by the way a problem is posed and by whether it is presented in terms of gain or losses Sunk-cost fallacy: They don't get a free Xbox when they buy a computer over $699 This makes them feel like they don't have to waste $300 Hyperopia: Those planning for the future will consider the benefits Xbox can bring to them Although they don't need it now, they still want to own it Loss aversion: Those who emphasize loss more than gain will have the fear of missing out on the value that Xbox brings Perceived risk: Monetary risk: if the user buys less than $699 then they don't get the Xbox, think they wasted $300 From the above two aspects, users feel they receive more benefits in the Free Xbox promotion campaign Since then there is a tendency to want to buy products over $699 QUESTION 3: How might Apple be creating a heuristic (khám phá) for its consumers? Heuristic: Mental rules of thumb that lead to speedy decisions –range from very general to specific The way Apple might be creating a heuristic for its consumers: Relying on a product signal: Underlying quality of Apple’s product features a very smart, cool Mac guy MAC represents the typical class of entrepreneurs and young people Market beliefs: Apple's Mac laptops aimed to grab a big chunk of the personal computing business, especially among younger users These consumers are specific market (High-tech) beliefs about relationships in the marketplace which often become a shortcut to guide their decision Stereotype: From the success of Steve Job and big Apple projects, people are always aware that Apple products are the choice of successful people “For a generation of consumers raised on cool products like the iPod and the iPad, it's a tough sell to shake Apple's spell.” CASE-STUDY Fast and Furious is coming soon on Mar 2022 You and your friend intend to come to a cinema to watch this movie Could you please analyze your decision-making process to choose a cinema? (3 marks) - Problem recognition: Recognizes the need for a service or product Ex: You and your friend want to watch the Fast and Furious movie So you need to find a suitable cinema - Information search: The process by which we survey the environment for appropriate data to make a reasonable decision Ex: You search the web to find the information of each cinema (likr CGV, BHD, Galaxy, ) or ask your friend, your family for references - Evaluation of Alternative: Weighs choices against comparable alternatives Ex: You compare several cinema (like CGV, BHD, Galaxy, ) in term of reputation and available features (like the appropriate seat for the comfortable movie watching, the prices and the promotions of each cinema, the high HD screen, the place, the quality of service like the friendliness of their staff, the neat cinema, delicious food, drink, ) - Product Choice: Makes actual purchase Ex: You choose one cinema because it has a feature the really appeals to you and your friend (like the confortable of CGV seat, ) - Outcome: Reflects on the purchase they made Ex: You go to that cinema (CGV) and enjoy the purchase Based on your understanding of consumer behavior on choosing the cinema, in your opinion, which stage of decision-making process is the most important for the marketer who want to attach the Gen Z customer through advertising campaign to come to your cinema and watch the movie? Explain why? - Information search is the most important steps - The time when customers are looking for information is the process we need to come up with a strategy to attract customers, create a mindset for customers about our cinema.Create outstanding images and campaigns so they can easily find themselves and impress our cinema - A effective use of advertising and distribution strategies as well as resonable pricing is found to create consumer interest in buying for the first time or repeat buying - Gen Z is a community that will spend a lot of time surfing the web and using social networks Campaigns that are trending ,funny, give customers a friendly feeling and have positive interaction on social media can make a good impression on them CASE-STUDY In order to reach young users in early 2020, Viettel telecommunications brand has launched a music clip "Làm Gì Phải Hốt" with the participation of a series of famous names in showbiz such as Công Lý, JustaTee, Đen Vâu and Hồng Thùy Linh "Làm Gì Phải Hốt" has succeeded in highlighting the outstanding features of Viettel Pay application by honestly describing our picture on Tet Holiday Thanks to the catchy and bold music of "Tet", funny scenes and lyrics, the video quickly reached the Top Trending Youtube milestone after exactly days of its release, becoming the only promotional MV of Tet 2020 to reach the No trending position Questions: Applying the theory of subcultures, please explain why the clip was successful in attracting youngsters? - Subculture refers to a distinct cultural group that exists as an identifiable segment within a larger more complex society There are elements of subculture such as nationality, religion, regional, ethic or race, gender, age, occupation, social class - A subculture is a group that shares certain beliefs, values, and customs and exists within a larger society - A subculture has beliefs, values, and customers that set them apart from the other members of the same society Explain - Different age groups have different cultures and behaviors The age difference is important as it can portray the variations in consumer’s demand toward a product or service - With youngsters this generation is considered an important target Mobile phones, popular music, movies, TV shows, websites, sports, video games, and clothing for this age group are often strongly advertised and are also commonly seen in teenagers - The clip attracted youngsters because of the participation of popular artists such as Hoang Thuy Linh, actors Cong Ly, Justatee and Den Vau, the MV cleverly exaggerates the difficult situations of Tet through the image of Justatee's family busy preparing for Tet, Ms Mi Hoang Thuy Linh went to the shopping street, or Den Vau did not have money to make the MV in the song 'Two million years' At that moment, Tao Quan brought ViettelPay with special features, quickly solving the trio's Tet difficulties - The funny and witty lyrics helped the MV 'Lam gi phai hot' to conquer youngsters Hoang Thuy Linh, Justatee, Den Vau, who are very famous for their quality music products in recent years, have also contributed to increasing the spread of the video With the collaboration of such "incredible" influencers, the audience not only knows about ViettelPay's services but also is impressed with the brand through the artists This campaign thanks to the correct use of Influencer has helped the brand to be attracted by youngsters Generation Z is the subculture that watches the least amount of television and therefore are not expose to as many commercials as other groups What can marketers to effectively communicate with this group Nowadays, instead of watching tv genz uses our time on social media such as youtube, tiktok, facebook, instagram Video To reach them, brands would best to use their sense of humor, search for hot trending topics which Gen Z are interested in rather than celebrities, in their advertising Gen Z is three times more likely to be receptive to funny advertising, and they also want music and a good story to feature Gen Zers typically see influencers as more relatable and reachable than celebrities This makes influencer video campaigns more effective because viewers are more engaged and responsive Creating the short video on reels instagram and tiktok CASE-STUDY Martin Incorporation was a company carrying on business in cosmetics and perfumes It was not following the marketing concept and was catering to a target market which was using its products In other words, it only concentrated on what it would make, and did not bother about changes in preferences of its target market It was later joined by Mr Ash, a marketing graduate who advised the company regarding the changing consumer preferences, and the changes that were necessary to be incorporated in the product He emphasized upon the income factors and social factors only He modernized the products to a great extent, and invested about 30 lakhs on new packing, etc Even after six months of these changes brought about by him, the company did not seem to have a proportionate increase in sales The assistant manager and the product manager were not very happy with the changes and thought that although an effort has been made in the right direction, some important factors concerning consumer behavior had been neglected QUESTION 1: Do you agree with the assistant and product manager and why? Yes, I agree with the product manager and assistant manager that efforts were made in the right direction, but many factors affecting consumer behaviour were ignored The reasons being the following: I The company was using the product concept of marketing which is out dated in today`s era as now producers manufacture products that match consumer`s demand, tastes and preferences Therefore, Mr Ash should have focused on the Marketing concept to produce and market products accordingly II The target audience was limited to the existing customers of the company Various new markets must be explored to increase sales Effective target marketing is essential to promote and position the product effectively in the market For example: Grooming products for men, Safe and chemical free cosmetics for babies Organic and herbal cosmetics for women III The market for cosmetics was not effectively segmented by Mr Ash Cosmetics market can be segmented effectively by dividing the market into groups which are homogenous within and heterogeneous among themselves on the basis of their age, gender, occupation etc For e.g Market can be segmented into: Working women, Housewife, Teenage girls Daily consum ers, Beauty Parlours, Film Industry Rich people, Middle class people, Low income group IV While attention was paid to income and social factors many personal factors such as Age, Occupation, Lifestyle, personality of a consumer were neglected For e.g Age: Working women, elderly women, Teenage girls all have different needs Income: The rich pay more attention to how they look than people with less income Occupation: A Housewife has simple beauty needs as she stays at home most of the time while a working lady has more intensive beauty needs as she goes out of the home every day and has to look presentable in the office Personality: Traditional women and Modern women both have different needs Some prefer expensive perfumes while some use natural fragranes like ‘itra’ Attitude: People have different attitude towards chemicals in beauty products Some prefer it while some dislike it and prefer herbal and organic products Lifestyle: While urban people make use of deodorants and perfumes to smell good, rural population prefers use of soaps, sandalwood to smell good V Keeping the income factors in mind no changes were made in product quantities i.e small units of previous products Keeping in mind the social factors no efforts were made to use opinion leaders like celebrities or doctors which would have been more effective in influencing sales than change in product packaging VI Existing products were modernised while no attenti on was paid to new product development for new potential markets in cosmetics industries For e.g Grooming products for men VII No efforts were made to advertise the products to targeted audience or reposition the brand according to the changing customer taste and preferences No offers, discounts or sales promotion activities were carried out by Mr Ash to boost sales QUESTION 2: What other factors, if any could have been considered? Other Factors that should have been considered are: I Age – Babies, Teenagers, Middle aged people and elderly all have different needs and requirements related to cosmetics and beauty products Therefore the target audience could have been segmented on the basis of age of consumers II Occupation – Working ladies v/s Housewife, Clerical staff v/s Top management, Daily consumer v/s consumers from Fashion Industry While a housewife, a normal clerk and daily consumer may have nominal needs and demand basic products, working ladies, Directors and CEO`s of a company, make-up artists, beauticians, film stars may have specific needs and high demand for beauty products Products could have been designed and developed for one or few segments on the basis of their occupation III Standard of Living – Rural v/s Urban, People, Low income group v/s High income group While rural people and low income groups may make use of soaps and traditional products, urban people and the high income group are more inclined towards expensive beauty products Different products could have been developed for both the segments and different pricing strategies could have been followed IV Perception & Attitude – Chemicals v/s Organic/Herbal products While some people perceive beauty products negatively due to chemical ingredients in them some people recommend them Market share for both chemicals and organic products could have been analysed and the more profitable market could have been targeted V Involvement – Normal consumers v/s Film Industry Consumer segments like makeup artists, beauticians, film starts will have a high involvement in buying beauty products than normal consumers Therefore depending upon the target market packaging and labelling strategies should have been made VI Culture – Due to different cultural norms regarding appearances laid down by different religions, men and women of a particular religion dress up and make use of specific cosmetic products For e.g Hindu, Jain and Bengali women use ‘sindoor’ and ‘Bindi’ while Muslim women not, Sikh men don’t use shaving products as they are not allowed to cut hair, Many Jain men and women use white tikka VII Opinion Leaders – Celebrities and Doctors act as effective opinion leaders for cosmetics and beauty products which could have been used and their impact on the sales, brand value and price could have been analysed VIII Personality and Self-concept – Alpha Males v/s Passive males, Feminine v/s Tomboyish girls While alpha males and feminine girls may use and encourage use of beauty products while passive males and tomboyish girls may like to stay raw and refrain from using beauty products CASE STUDY WE ONLY SEE WHAT WE WANT TO SEE It was on Sunday morning last week when Khang and Kim, a lovely just-married couple, out at a nice coffee shop nearby their house in District “Wow, Khang, look at this! I don’t know that my phone can this!” excitingly Kim told her husband Khang smiled at her, “Yes, really!”, and kept watching his favourite MU team playing against Chelsea on the big-sized TV placed in the middle of the outdoor cafeteria area “Hey, Khang, I heard that FPT shop is having promotion for anything Iphone-new-owner Shall we go there?” yet stopping, Kim added, “I also want to stop by somewhere to get my phone laminated with nano-shield protection, I read about it on the news.” "Let’s go, honey!" Kim said, pinching Khang’s arm “Why go home early?” Khang said, “and we haven’t finished the coffee.” He tried to finish his half-burned cigarette after taking a sip of coffee Smoke got into the couple’s eyes “We’re not going home,” Kim looked at Khang, “Why you keep smoking? Don’t you see the awful picture of the cancered heart printed on your cigarette box!” She got irritated “What picture, where?”, Khang answered Kim while waving hand to the waiter “I not notice it.” Khang smiled to Kim “OK! Let’s go.” Khang told Kim “And where we go?” He laughed… DISCUSSION QUESTION: Experience: – The result of acquiring and processing stimulation over time • Perceptual vigilance (related things): – Consumers are aware of stimuli that relate to their current needs Ex: A consumer who rarely notices car ads will become very much aware of them when she or he is in the market for a new car A newspaper ad for a fast-food restaurant that would otherwise go unnoticed becomes significant when one sneaks a glance at the paper in the middle of a five o'clock class • Perceptual defense (don’t want to see): – People see what they want to see - and don’t see what they don’t want to see Ex: we will screen out negative information we receive from newspaper or television channels about the Malaysia’s plane • Adaptation ( don’t pay attention): – The degree to which consumers continue to notice a stimulus over time Ex: A commuter who is enroute to work might read a billboard message when the board is first installed, but after a few days it simply becomes part of the passing scenery Based on the Personal Selection Factors, explain the behaviour of the wife Kim in the context Kim is a Perceptual vigilante because she wants to get her phone laminated with nanoshield protection She notices the information, ads from mobile shops Based on the Personal Selection Factors, explain the behaviour of the husband Khang in the context Khang is the perceptual defense because he is a smoker, he is addicted to smoking so he try to screen out all the negative consequences of cigarettes that are printed on the cigarette box And also when his girlfriend told him about her phone maybe he didn't want to go there so he kept diverting the conversation ... of consumers II Occupation – Working ladies v/s Housewife, Clerical staff v/s Top management, Daily consumer v/s consumers from Fashion Industry While a housewife, a normal clerk and daily consumer. .. of successful people “For a generation of consumers raised on cool products like the iPod and the iPad, it's a tough sell to shake Apple's spell.” CASE- STUDY Fast and Furious is coming soon on... Involvement – Normal consumers v/s Film Industry Consumer segments like makeup artists, beauticians, film starts will have a high involvement in buying beauty products than normal consumers Therefore