The tiNiWorld playground in Covid19, Covid 19 arrived and caused a collision, which threw them to the ground and dragged them into a large black hole until 2022. 2023 will see a return to normalcy for everything, although there will still be many difficulties. During the course of the covid, they had to had to close a few locations and lockdown in four waves.
MKTG1421 CONSUMER PSYCHOLOGY AND BEHAVIOUR Semester 2021-1 Title of Assignment Assignment 2: Consumption Journal Name and Student ID Hoang Minh Chau – s3818349 Signature Chau Location Saigon South Class Group G07 SGS Lecturer Huynh Thien Kim IMPORTANT NOTICE: All students listed on this page declare that they have read and agree to the statement of authorship on the next page Contents I Introduction II Discussion III Stages of Decision-making Step 1: Problem Recognition Step 2: Information Research Step 3: Evaluation & Selection Step 4: Store choice and purchase Step 5: Post-purchase IV Recommendation Reference Appendix 10 I Introduction The primary goal of studying consumer behavior is to assist marketers in understanding how their customers react and respond to their marketing strategies This report will evaluate the two different levels of purchased involvement items in my decision making process, they are Derladie vitamin serum (Limited decision-making) and Apple Watch Series (Extended decision-making) II Discussion Table 1: The description of products purchased III Stages of Decision-making Step 1: Problem Recognition Stage Problem Recognition Derladie Serum + My problem recognition occurred when I had a lot of pimples and pitted scars on my face after having used an unsuitable skincare product for a long time This is an emergency problem since I did not expect the last products leaving a serious issue on my skin and I feel the urge to have a scar and acne treatment product instantly + That is the situation when my actual state exceeds desired state Apple watch + Many of my friends wearing smart watches and I found it very fashionable and luxury Moreover, I usually use Google Map in Ho Chi Minh city, and it is inconvenient for me using mobile phone when I’m outside due to the phone robberies in this big city I considered it as a planning problem because I acknowledged that I needed a convenient map, but I did not need an immediate solution + It is the situation when desired state exceeds actual state Both my purchasing patterns are noted as Generic problem recognition since They highlight their products' outstanding benefits and recognizes the problem for which there is no other solution to pique the interest of customers Step 2: Information Research Source of Internal information search Derladie serum I tried to recall my internal memory and past research about this product, I learned and read the components on the website that this product consists of Apple watch My information search journey could be perceived as an exploratory search, since Apple provides multiple informative promotion that intrigue a 75% witch hazel extract and bamboo tech admirer like myself For internal powder, which help to soothe acne and search, I remembered experience from reduce acne swelling (Hasaki n.d.a) the products of the brand, including iPhone and Air pod, so I put a great trust on this brand reputation Independent source: I refer to a high Personal source: Many of my friends rated review of this product in the used it and advised me to buy them beauty group on Facebook, that Independent source: I did a research reviewer had the same skin condition as on the Internet about “Best mine and he’s also using this product Smartwatch for iPhone (IOS)” A for treatment (Appendix A) reliable source recommended some Marketing source: The salesperson of best products including Apple brand External the store advised me the right serums Marketing source: I’m a huge fan of S search for my requirements Channel on YouTube and there was an advertising video about Apple Watch (Appendix B), that attracted me a lot Experimental source: they offer the product trial at the store I could wear the smartwatch to test the fitting color and its functions I classified it as a brand in evoked set, As a brand in the evoked set, Apple and the limited decision making implemented preference strategy that involves capture strategy requiring acquired structure information for Important emphasis on the continued every product launch with POP Marketing strategies quality and proper distribution of the displays, extensive advertising, and based on information- product salespeople with extra motivation search patterns For a better understanding, I picked In order to make better decisions, I other products which have a variety also researched other brand in the of good features for acne and scar evoked set, which were Samsung treatment, those are from La Roche- Galaxy Watch (Figure 2) Posay and Naruko (Figure 1) Step 3: Evaluation & Selection a Medium involvement purchase The price came first since I’m still a student, my budget is limited Also, because of my acne and large pores, the product that is suitable for acne skin and able to narrow pores would be crucial Lastly, I would like to make sure that the ingredients not consist of any allergens for my skin I used the Elimination by aspects decision rule to make the most suitable choice, which is Derladie Whereas La Roche-posay and Naruko not meet the satisfaction level of “Price” and “Suitable for acne skin” attributes, respectively Moreover, I choose Derladie because not only does it exceed my expectations, but it also offers good sale of just-noticeable difference, which is discount 51% in Hasaki store, that leads me in this transaction b High involvement purchase The elegant and stylish design as well as a well-known brand will activate my sense of recognition and my self-esteem need (Orlando 2011) Moreover, I need applications available on the watch face so that I can directly download the app without having to open the phone Those are the most important attributes for my decision In this stage, I applied the compensatory decision As it can be seen from the calculation above, Apple’s first ranking had influenced my purchasing decision Although the price of Apple watch is much more expensive than Samsung watch, higher price means higher quality, together with the brand of Apple, both are used as a surrogate indicator of quality Step 4: Store choice and purchase a Medium involvement purchase After deciding on a product, I went on to choose a retail store with a strong reputation Hasaki store was my option because It is well-known for its collaboration with the brand and ensure that the products are genuine and of high quality, which convinced me to select the store before the brand Also, when purchasing at the store, the customer could receive a free cotton pad and the discount of 51% Therefore, I decided to buy at Hasaki store due to the store’s reputation, image, good promotions, and convenient location (near my house) b High involvement purchase I’d rather buy the smartwatch in a brick-and-mortar shop because of its high social and financial risks It is due the fact that I could have trial experience the product and I would be consulted more carefully about the warranty policy and payment methods from the sales personnel’s knowledge Besides, an attractive promotion of 22% for pre-order on Cellphone S’s website (Appendix C) urged me to buy this product of their store Therefore, I decided to buy at Cellphone S store due to the store’s image, good promotions, great service of salesperson, credit and return policy Step 5: Post-purchase a Medium involvement purchase After using it for two months, I have been really satisfied and got positive disconfirmation My skin has been recovered and my pores have been narrowed The product meets my expectations in terms of results Eventually, I will buy this product again in the future b High involvement purchase The brand did a fantastic job of advertising and ensuring that their customers received highquality goods I still feel delighted as my expectations surpassed so far The outlet offered 30day free renewal policy (CellphoneS n.d.b), which met all my requirements since my smartwatch is a high financial risk product Therefore, Apple products have made me a loyal customer, in the future, I would suggest this brand to my peers IV Recommendation a Derladie There was not much advertising and social media marketing of this brand product For example, when I asked my friends and my family about this brand, a few of them recognized it Most people have acknowledged Derladie through word-of-mouth or the salesperson of the store Thus, I recommend that they use social media to promote their goods more; Ensure that vital and up-to-date product information is accessible on the company's websites or social media pages; and final recommendation is to cooperate with famous beauty bloggers or celebrities The marketer should increase brand awareness because high-brand-familiarity products have a higher chance of being considered by customers (Hoyer et al 2012) b Cellphone S Overall, Cellphone S They did a fine job in advertising, selling goods, and showing them in an appealing manner However, there was not much the real reviews on social media and on their website Therefore, Cellphone S They should improve their marketing by relying on online word-of-mouth Gu et al (2012) stated that when a customer enters a retail store for a highinvolvement transaction, they have already made their choice To conclude, getting product feedback may help the outlet gain more attention Reference Cellphone S 2020, ‘CellphoneS for pre-order Apple Watch SE, Apple Watch 6’, CellphoneS, viewed 28 April 2021, Cellphone S n.d.a, CellphoneS, Cellphone S n.d.b, ‘Warranty Policy’, CellphoneS, viewed 28 April 2021, Gu, B, Park, J & Konana, P 2012, ‘The Impact of External Word-of-Mouth Sources on Retailer Sales of High-Involvement Products’, Information Systems Research, vol 23 Hasaki n.d.a., ‘Derladie Essence Reduces Acne, Support Scar 35ml Witch Hazel Perfect Vitamin Serum’, Hasaki, viewed 28 April 2021, Hasaki n.d.b, Hasaki.vn, Hoyer, WD, Pieters, R & Maclnnis DJ 2012, Consumer Behavior, 6th edn, SouthWestern Cengage Learning, Mason, USA Kieu 2021, ‘Self-contained dampness from zero’, Facebook, March, viewed 28 April 2021, < https://www.facebook.com/groups/hoiriviumypham/permalink/442439587039944> Orlando, G 2011, ‘The hierarchy of human needs and their social valuation’, International Journal of Social Economics, vol 38, no 3, pp.237-259 SChannel 2020, ‘Schannel spent more than ONE MILLION buying Apple products: Apple Watch series 6, iPad Gen 8’, YouTube, 18 September, viewed 28 April 2021, Appendix Appendix A: Derladie review on Facebook (Kieu 2021) Appendix B: Apple Watch review on YouTube (SChannel 2020) 10 Appendix C: Discount policy (Cellphone S 2020) 11