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MKTG1421 CONSUMER PSYCHOLOGY AND BEHAVIOUR Semester 2020-2 Title of Assignment Assignment 2: Consumption Journal Name and Student ID Nguyen Hoang Du Van S3818397 Signature Location Saigon South Class Group G06 SGN Lecturer Dr Alrence Halibas Word Count (Main content without list of references, cover page, etc.) 1374 IMPORTANT NOTICE: All students listed on this page declare that they have read and agree to the statement of authorship on the next page Declaration and Statement of Authorship I/we hold a soft copy of this assignment which can be produced if the original is lost/damaged This assignment is my/our original work and no part of it has been copied from any other student’s work or from any other source except where due acknowledgement is made No part of this assignment has been written for me/us by any other person except where such collaboration has been authorised by the academic/teacher concerned and as detailed in the assignment I/we have not previously submitted this work for any other course/unit I give permission for my assignment to be scanned for electronic checking of plagiarism I give permission for a copy of my/our marked work to be retained by the Department for review by external examiners I/we understand that: Plagiarism is the presentation of the work, idea or creation of another person as though it is one’s own It is a form of cheating and is a very serious academic offence which may lead to expulsion from the University Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data, and oral presentations Plagiarism occurs when the origin of the material used is not appropriately cited Enabling Plagiarism is the act of assisting or allowing another person to plagiarise or to copy one’s work; this is not acceptable and is also subject to penalty Further information relating to the penalties for plagiarism, which range from a notation on your student file to expulsion from the University, is contained in RMIT Statute 6.1 Student Discipline (see Appendix in Student Guide or consult Turing.) Introduction The consumption journal describes my decision processes for one medium-involvement purchase (Uniqlo UV jacket) and one high-involvement purchase (ASUS Laptop) Relevant marketing strategies for the brands and stores are included Medium-involvement purchase Product: Jacket Date: 31 July 2020 Place: Uniqlo Vincom Landmark81 Brand name: Uniqlo Price: 499,000VND Reason for purchase Me and my sister were going to Vincom Landmark81 ice rink when we saw a new Uniqlo outlet at the entrance so stopped by I bought the UV protection jacket when I saw it on discount from 799,000VND to 499,000VND Feelings associated I’m incredibly happy I was able to get it on sale, otherwise I would have never bought it The original price just seems unreasonable Problem Recognition Since this was an unplanned purchase, problem recognition happened inside the store (Youn & Faber 2000) I immediately recalled an unresolved problem upon noticing the eye-catching POP display advertising optimal UV protection The sleeves on my current motorbiking jacket barely reach the wrist With harsher sunlight in the summertime, I realized darker skin will look unattractive Uniqlo successfully used in-store advertising and selective problem recognition to bring my awareness to an inactive problem Gollwitzer and Sheeran (2009) stated that problem recognition only occurs when a consumer’s perceived desired and actual state are inconsistent While my actual state declined because of changing seasons and my unsatisfactory old jacket, my desired state increased due to cultural perceptions: white skin is central to Asian beauty standards (Li, Hyun & Belk 2008) Information Search Medium involvement purchases require limited decision making (Lawson 1997) Only considering the jacket after seeing the POP display, I could not seek information beyond internal memory (Quester, Pettigrew & Kopanidis 2013) Therefore, past experiences and heuristics guided my perception of the brand From previous purchases, I know Uniqlo makes durable clothing suitable to my style Japanese brands are famous for high quality products (FutureBrand 2019) Hence, Uniqlo can take advantage of this by advertising Japanese designs and innovative materials I did not examine any alternatives since I was specifically considering one product from one outlet Purchase Decision My purchase was completely unplanned The hard-to-miss storefront at the mall entrance distracted me from going to the ice rink POP displays featuring discounted price attracted me to the product I loved that there was a double dressing room so I could try on clothes with my sister When buying, I also considered whether my friends would like the jacket Uniqlo receives heavy foot traffic with their advantageous location, at the entrance to a popular mall Flagship products were intentionally placed at storefront to capture attention Price advertisement induced unplanned purchases from financially-established consumers, who are ‘more likely to take advantage of deals’ (Quester, Pettigrew & Kopanidis 2013, p 282) Marketers must notice that most shoppers have companions who can enhance the shopping experience (Lindsey-Mullikin & Munger 2011) Thus, they could integrate double dressing rooms (like Uniqlo) and waiting chairs Known brands reduce social risk (Sweeney, Soutar & Johnson 1999): Uniqlo can display logo on products to increase brand identity and bolster brand image Post-purchase Evaluation I currently wear the jacket on my motorbike during daytime This is an additional use (Ridgeway & Price 1994): the jacket was designed for outdoor sports With this information, Uniqlo can discover a new market and create advertisements featuring Vietnamese women on motorbikes to highlight instrumental performance of the jacket I’m satisfied because the jacket matches my expectations (Oliver 1981) So far Uniqlo has never disappointed me so I will continue supporting the brand (Knouse 1986) To further encourage repeat purchases, Uniqlo should issue membership cards and reward programs (Paul et al 2009) High-involvement purchase Product: Laptop Date: 10 June 2020 Place: Tiki Brand: ASUS Price: 16,309,000 VND Reason for purchase My old laptop no longer suited my needs I was looking for a new laptop, and after searching various options, the ASUS VivobookS15 satisfied all my criteria Feelings associated Although I did question my purchase the first few days, the laptop is now functioning well It was such a drastic upgrade from my old laptop that I regret not switching sooner Problem Recognition My four-year-old laptop was constantly lagging and only lasted around hour on fully charged battery, causing a lot of frustration I used to share with my younger sister, but now that I use laptops daily for schoolwork and club activities, it became difficult My desired state raised due to change in reference group from high school to university Simultaneously, my actual state lowered due to end-of-life of my previous laptop and the situation that I can no longer share Since this was an active problem, brands can react (Quester, Pettigrew & Kopanidis 2013) by developing more durable laptops and longer battery life To appeal to university students, advertisements such as ASUS Vivobook’s targeting young generations are recommended (ASUS 2019) Information Search Because laptops are a large investment and the market is extremely saturated, I had to more external search (Quester, Pettigrew & Kopanidis 2013) For convenience, I searched online, mainly inspecting price, size, and customer reviews Knowing that online searches are increasing, brands should develop a user-friendly, informative site and add a compare button like ASUS (Appendix 1), assisting my search My dad working in IT recommended ASUS Additionally, one YouTube review channel ranked ASUS Vivobook and HP Elitebook as the top-5 laptops for university students Due to attribution of causality, I valued personal contacts and word-of-mouth more than salespeople’s advice (Burton et al 1994) Online reviews were influential to my decision; consequently, marketers must manage negative reviews (Bambauer-Sachse & Mangold 2011) Of my awareness set of brands (Paulssen & Bagozzi 2005), Acer was in the inert set However, I did not consider it because ASUS and HP offered enough options for me to choose from Alternatives Evaluation In determining the best brand, my evaluative criteria were price (15,000,000-20,000,000VND), size, and weight While browsing, heuristics guided my evaluation because for the same sized screen, I perceived lighter and thinner laptops to be higher quality (Alpert 1993) I settled on ASUS because it was affordable, with the lightest weight for the largest screen During elimination of aspects, price was my most important criteria (Erdem & Keane 1996) Understanding this, brands should focus on attributes most important to consumers (Quester, Pettigrew & Kopanidis 2013), which is how ASUS, HP and Acer are able to compete with Apple on prices despite lower reputation Purchase Decision I already had ASUS in mind when I was deciding on the store For this decision sequence, retailers must focus on pricing and expanding brand selection to attract customers (Quester, Pettigrew & Kopanidis 2013) Laptop brands can pay online retailers to feature their products at the category landing site (Appendix 2) I chose online retailer Tiki because they offer the most competitive prices Like me, consumers will choose stores with the lowest prices for identical products (Smith & Sinha 2000) Tiki appeals to price-sensitive customers because of their effective price advertising that includes a reference price and the amount saved (Appendix 3) I also enjoy Tiki for usability: the search bar includes filters (Appendix 4) All product dimensions and detailed product description are provided Shopping sites should ensure high functionality and user-friendly interfaces for customer’s enjoyment Purchasing a laptop posed high financial risk, so it was important to me that Tiki offered 111% compensation for fake products, and 2-year manufacturer’s warranty Similar schemes can be used to minimize financial risk (Quester, Pettigrew & Kopanidis 2013) Post-purchase Evaluation I experienced post-purchase dissonance during the first few days (Festinger 1957) because upon delivery, Tiki’s deliveryman explained that returns are not accepted Any product faults must be dealt with the manufacturer I recommend that ASUS collaborate with Tiki to offer returns to build customers’ confidence in the purchase (Petersen & Kumar 2009) Nonetheless, I am now happy with my purchase and may recommend the brand to others ASUS can maintain good relationship through post-purchase customer service asking customers about their product experience (Quester, Pettigrew & Kopanidis 2013) Conclusion For Uniqlo, various in-store strategies induced my unplanned purchase, and satisfaction with the product means repeat purchases in the future Although the ASUS laptop purchased from Tiki created some post-purchase dissonance, it was great replacement for my old laptop References Alpert, F 1993, ‘Consumer market beliefs and their managerial implications: an empirical examination’, Journal of Consumer Marketing, vol 10, no 2, p 56-70 ASUS n.d., Compare Result, ASUS, viewed 20 August 2020, ASUS 2019, It’s time to #WowTheWorld — introducing the new VivoBook series | ASUS, YouTube, 24 April, ASUS, viewed 16 August 2020, < https://www.youtube.com/watch? v=TxkUsSTQPeI> Bambauer-Sachse, S & Mangold, S 2011, ‘Brand equity dilution through negative online wordof-mouth communication’, Journal of Retailing and Consumer Services, vol 18, no 1, pp 38– 45 Burton, S, Lichtenstein, DR, Biswas, A & Fraccastoro, K 1994, ‘The role of attributions in consumer perceptions of retail advertisements promoting price discounts’, Marketing Letters, vol 5, no 2, pp 131– 140 Erdem, T & Keane, MP 1996, ‘Decision: capturing dynamic brand choice processes in turbulent consumer goods markets’, Marketing Science, vol 15, no 1, pp 1– 20 Festinger, L 1957, A Theory of Cognitive Dissonance, Stanford Tertiary Education Institution Press, Stanford, US FutureBrand 2019, FutureBrand Country Index 2019, country index report, FutureBrand, viewed 15 August 2020, Knouse, SB 1986, ‘Brand loyalty and sequential learning theory’, Psychology and Marketing, vol 3, no 2, pp 87– 98 Lawson, R 1997, ‘Consumer decision making within a goal-driven framework’, Psychology and Marketing, vol 14, no 5, pp 427-449 Li, EPH, Hyun, JM & Belk, RW 2008, ‘Skin lightening and beauty in four Asian cultures’, NAAdvances in Consumer Research, vol 35, pp 444-449 Lindsey-Mullikin, J & Munger, J 2011, ‘Companion shoppers and the Consumer Shopping Experience’, Journal of Relationship Marketing, vol 10, no 1, pp 7-27 Oliver, RL 1981, ‘Measurement and evaluation of satisfaction processes in retail settings’, Journal of Retailing, vol 57, no 3, pp 25– 48 Paul, M, Hennig-Thurau, T, Gremler, DD, Gwinner, KP & Wiertz, C 2009, ‘Toward a theory of repeat purchase drivers for consumer services’, Journal of the Academy of Marketing Science, vol 37, pp 215– 237 Paulssen, M & Bagozzi, RP 2005, ‘A self-regulatory model of consideration set formation’, Psychology and Marketing, vol 22, no 10, pp 785– 812 Petersen, J & Kumar, V 2009, ‘Are Product Returns a Necessary Evil? Antecedents and Consequences’, Journal of Marketing, vol 73, no 3, pp.35-51 Quester, PG, Pettigrew, S, & Kopanidis, F 2013, Consumer Behaviour: Implications for Marketing Strategy, McGraw-Hill Australia, ProQuest Ebook Central database Ridgeway, NM & Price, L 1994, ‘Exploration in product usage: a model of use innovativeness’, Psychology and Marketing, vol 11, no 1, pp 69– 84 Gollwitzer, PM & Sheeran, P 2009, ‘Self-regulation of consumer decision making and behavior: the role of implementation intentions’, Journal of Consumer Psychology, vol 19, no 4, pp 593– 607 Smith, MF & Sinha, I 2000, ‘The impact of price and extra product promotions on store preference’, International Journal of Retail and Distribution, vol 28, no 2, pp 83– 92 Sweeney, JC, Soutar, GN & Johnson, LW 1999, ‘The role of perceived risk in the quality– value relationship’, Journal of Retailing, vol 75, no 1, pp 75– 105 Tiki n.d., Laptop ASUS Vivobook S15, Tiki, viewed 12 August 2020, Tiki n.d., Homepage, Tiki, viewed 12 August 2020, < https://tiki.vn/> Tiki n.d., Laptops-Computers-Accessories, Tiki, viewed 14 August 2020, Youn, S & Faber, RJ 2000, ‘Impulse buying: Its Relation to Personality Traits and Cues’, Advances in Consumer Research, vol 27, pp 179– 185 Appendices Appendix 1: ASUS website comparison function Adapted from ASUS n.d Appendix 2: Tiki Laptop-IT products landing page Adapted from: Tiki n.d Appendix 3: ASUS VivobookS15 on Tiki (Price: 16,309,000VND Reference price: 22,290,000VND Save 27% (5,981,000VND) Adapted from Tiki n.d Appendix 4: Tiki Laptop-IT product category, by Service & Warranty, Price, Core, Brand, Gadgets, and Accessories Adapted from Tiki n.d ... and is also subject to penalty Further information relating to the penalties for plagiarism, which range from a notation on your student file to expulsion from the University, is contained in... may lead to expulsion from the University Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data, and oral presentations Plagiarism. .. Although the ASUS laptop purchased from Tiki created some post-purchase dissonance, it was great replacement for my old laptop References Alpert, F 199 3, ‘Consumer market beliefs and their managerial
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