MAR3001 Consumer Behaviour Learning Journal #2

We started today’s class with the review of the case study and the suitable definition of consumer behavior for this class relating to multicultural differences and habits around the world. We will be basing a lot of our understanding on the EKB consumer decision-making model, as it can be found in many consumer behavior related books. The model would not be complete without the following situational variations of buying processes.


Extensive decision-making buying behaviour: buying an apartment, house, property.


Limited decision-making buying behavior: reasonable level of decision-making, not much time on information search. Buying clothes or shoes.


Programmed/Habitual behavior: not much time on information search, such as routine purchases e.g., purchases of coffee, toilet paper, groceries. 


Impulsive buying behaviour, not detailed decision making but relying more on feelings and emotions.



In class discussion:


We reflected on our actions of being influenced to purchase a product by any influencers that we might know. 

 

I recently bought a lash lifter kit and I think I can relate it to the Influencer Ecosystem. I would say I have a lot of friends who are considered as influencers, but my previous purchase resulted from a video ad from an international company. 

 

It showcases a DIY (do-it-yourself) kit and instructions on how simple it is to give yourself a lash lift right at the comfort of your own home. I know it’s silly but I am quite interested in it since getting it professionally done here would cost me a fortune in Switzerland. Therefore, I did some research for local brands in Switzerland and I found one relatively affordable with good reviews and ratings so I purchased it yesterday. The kit that I purchased was not from the same brand but it did, according to the EKB model, created a so-called problem that I would not have consciously thought that I would want. 

 

In relations with the new models that we’ve learned, the RACE influencer process significantly describes this process. It was not a certain influencer that I know of, but it was the performance of that person clearly explaining and showing how the product worked in a short amount of time that caught my attention. 


Nevertheless, credits to the original marketing video that I watched being able to convince me to be of interest. Usually, I refrain from buying products online but with the amount of time spent at home as of this past year or so, I am almost certain that I could potentially start up my own salon at this point. 

Comments

Post a Comment

Popular posts from this blog

World Politics Session 7 and Session 8

Today, we were introduced to a measurement called Worldwide Governance Indicators, which provides aggregate and individual governance indicators for over 200 countries and territories on six dimensions of governance from 1996 to 2020. The dimensions are: Voice and Accountability, Political Stability and Absence of Violence/Terrorism, Government Effectiveness, Regulatory Quality, Rule of Law, and Control of Corruption. These composite indicators are based on the responses of a significant number of business, citizen, and expert survey respondents from both developed and developing countries. They're based on more than 30 different data sources including survey institutions, think tanks, non-governmental organisations, international organisations, and private sector companies.  Then, after the break, we were introduced to the institutionalized international systems and how the growing number of unresolved policy issues require a new framework that helps cooperation without over-centr...
Read more

MAN2002 Family Business Management Session #9 and #10

In today’s last sessions, we started off with the presentations and each respective groups received feedbacks and were asked questions afterwards.  Later on, we were introduced to the roles and interests in a family business.  The roles of the business  indicate  the role of the family member or non-family member that works for the company. The description of the roles dictates their duties and  responsibilities   that contributes to the said company.  And lastly, the primary interest corresponds with  their respective roles and their reason for working within the company. Then, we were given time to  reflect back on the SAGE case study and applied the relevant information of the family members and their roles into the table below.    Name   Role   Category   Describe   Role   Primary  Interest   Thomas   Family  owners   who  are  exployees   Creator , CEO   To ...
Read more

MAR3001 Consumer Behaviour Learning Journal #4

As per usual, the class started with a review of the previous class learnings of theories, models and the case study. After much discussion of the previous case study, we went forward with a new case study of Vodafone in Egypt. It was interesting to see and analyse how Vodafone penetrated into Egypt through mergers and acquisitions as well as through venture capitalist. We concluded through a comparison with the UK that Egypt had a fairly different cultural dimension.     - Huge power distance considering the state of emergency he had announced and the instability that it has caused to Egypt.   - Collectivistic society, based on the case study, was shown through the demonstration made by the civilians in order to overthrow the government.    - Feminine society:  In Feminine countries the focus is on “working in order to live”, managers strive for consensus, people value equality, solidarity and quality in their working lives. Conflicts are resolved by compr...
Read more