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AMB200 Consumer Behaviour Assessment Item 1: Consumer Behaviour Portfolio Semester, 2 2014 Student name: Jenny Chan Student number: n8738254 Tutorial time: Thursday, 12pm-1pm Tutorial Number: 15 Tutor: Hilary Neill
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Introduction In the consumer behaviour portfolio, the topic that I chose is “evaluating and selecting mobile plan”. The ideal of
evaluating and selecting mobile plan is that I can use my phone as my daily basis includes internet data and text. The
philosophical assumption is discussed about my belief and how importance for advertising and marketing. I used
extended problem solving and rational in the decision-making which I did many researches from online and brochures
to find mobile plan. Lastly, dissatisfaction and complaint behaviour is when I found the mobile plan is not correct, I
would complaint to them because I am type of person that I would speak up for what I can believe is correct.
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Worksheet 1 – Philosophical assumptions Activity 1 - What are your philosophical assumptions about consumer behaviour?
Learning Objectives
Upon successful completion of this tutorial, students should be able to:
- compare and contrast the philosophical assumptions about consumer behaviour
- use examples and theories to explain their own consumer behaviour
Part A - Knowledge
1. Fill in the table below by circling the view that best reflects your opinion
ACTING ON FREE WILL HIGHLY INFLUENCED
2. Which view was dominant?
i) How many As did you have? __4__
ii) How many Bs did you have? __1__
Proactive Consumers mainly act on their own initiative
Reactive Consumers mainly respond to
stimulus from the outside world
Uniqueness Consumers are unique and cannot be compared With other consumers
Universality Consumers are basically similar
Freedom Consumers are basically in control of their behaviour and understand their motives
Determinism The behaviour of people is basically out of
their control and determined by external forces
A B
Variation Consumer behaviour and attitudes change significantly through their lifetime
Stability Consumer behaviours and attitudes are
relatively stable and unchanging over time
Nature Consumers inherit characteristics that influence
how they behave
Nurture Forces in the environmental are the key influence on a consumer’s behaviour
A B
A B
A B
A B
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In groups of three (see if you can include one person with an opposite dominant view), introduce yourself and
discuss why you have different results.
Two out of three people have the same result as me but one person has the different answer. It is show that everyone
has their own beliefs of choosing acting free will in the As section and highly influenced on Bs.
Are you surprised by your findings?
No because acting on the free will is based on my own belief and that the result I got is mostly As.
Part B – Application
3. Using the Engler 2003 reading and consumer behaviour theory in your textbook, explain how your
dominant view influences your perception of the relationship between marketing and consumers.
The influence of perception in the relationship between marketing and consumers is based on personality because
marketers are carefully defining customers segments and listening to people in their markets. The key success is build
relationship between brands and customers.
How do you think your dominant view influences:
i) Your beliefs about the power of advertising
Yes, advertising is a response to products is designed to meet existing needs. Advertising only help to communicate is
the important source of consumer information by searching for products.
ii) Your feelings that marketing makes people buy things they don’t need
Marketing is evaluating other based on the products that people don’t need to buy. In many ways, ‘at the mercy’ of
marketers is rely on them to sell the products that are safe and perform as promised, by telling us the truth about what
they are selling and the price and distribute these product fairly.
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Worksheet 2 – Decision-making Learning Objectives
Upon successful completion of this tutorial, students should be able to:
- categorise examples of their own consumer behaviour
- compare and contrast limited and extended problem solving
- explain their own consumer behaviour using the decision making process framework
Part A - Knowledge
1. Choose a consumer behaviour that you have done in the last month from the following list:
Buying a PC/laptop/high-technology item Evaluating and selecting a mobile phone
plan
Booking/arranging/going on an overseas
holiday
Choosing to do volunteer work
Selecting a university Buying a fashion item
Going to the movies Going to a concert
Choosing a restaurant for a special
occasion
Changing a habit (stopping smoking,
reducing alcohol consumption, taking
more exercise, eating more healthily)
___________________________________________________________________
2. Think about how you made the decision to do that behaviour. Now circle the way you did information
search, 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
3. Now based on the table above, classify the behaviour into one of these two categories:
[ 1 ] Limited problem solving
[ 2 ] Extended problem solving
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4. For this decision, what was your decision style?
[ ] Rational
[ ] Automated
In groups of the same decision style (rational or automated) discuss:
What feature of the behaviour you have in common that made the decision rational or automated?
The rational decision is that I have been researching from online and brochures to find the right mobile plan for me as
my daily basis lifestyle such as internet data and text.
In what circumstances could your decision style have been opposite to the one you identified?
If I choose automated as my decision style is the choice of my mobile plan is prepaid or mobile plan that I will pay
phone bill per month. I would do is to research and compare it which mobile plan is right for me to use.
What would make you change your decision style?
The decision style is the cost. My mobile phone plan cost me $60 per month. After my mobile contract finish, I have
decided to change my mobile plan into $30 prepaid plan because it has everything in the appendix 1.
Part B – Application
5. Using consumer behaviour theory from your textbook, explain why:
i) you used limited or extended problem solving
Problem recognition The idea of evaluating and selecting mobile plan is that I am changing my mobile
plan.
Information search I did lots of research from online and brochures from phone stores to find the right
mobile plan.
Evaluation of alternatives I have to research for prepaid plan information and compare it with other mobile plan.
Product choice I want to change into prepaid plan, I will keep searching to I find the right mobile
plan or keep continue with my $60 mobile plan.
Post-purchase process I compare the value for my mobile plan.
ii) your decision was rational or automated
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Problem recognition I decide to change my mobile plan into prepaid plan until my phone contract finish.
Information search I find the mobile plan right for me and I did look at the brochures.
Evaluation of alternatives I find the right mobile plan at Optus because appendix 1 is right for me.
Product choice The choice is to research in the appendix 1 and 2 for the right prepaid plan.
Post-purchase process I compare the mobile plan in the appendix 1 and 2. I chose appendix 1.
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Worksheet 3 – Dissatisfaction and complaint behaviour Activity 3 – How do you respond when dissatisfied?
Learning Objectives
Upon successful completion of this tutorial, students should be able to:
- explain their own complaining style and show how it might affect complaint outcomes
- demonstrate the importance of managing expectations to customer satisfaction
- summarise the possible outcomes of dissatisfaction
Part A – Knowledge
1. Briefly describe a situation where a company has made you feel dissatisfied.
(Examples may be: mistake on a bill/payment/charge, late delivery, incorrect item, product/service
was faulty, rude service staff.)
When I felt dissatisfied, it was back in 2012. I went to Optus to open a new mobile plan for Samsung Galaxy Note. A
few months later, my bill arrives and my phone billed been overcharged. My phone bill is supposed to be $60 and I
went and complain to Optus why they are charged me for $89.81.
I went to Optus and complain to them that they overcharged me by 29.81.People at Optus told me to talk with customer
services. I complain to customer services that they overcharged me $89.81. I told them that my phone bill supposed to
be $60 per month not $89.81. He told me to give him the information and he said that bill is for $89.81. I will have to
pay the bill.
A year later after I complain, I received a letter from Optus that there was incorrect bill (appendix 3). I told my parent
that I complain to Optus that they charged me $89.81 and Optus decided to fix my payment a year after I complain.
I feel unsatisfied because Optus charged me for $89.81. I was angry with Optus decide to fix my payment for a year
after I did complaint. I am happy that Optus will give me $89.81 credit on my next payment bill.
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2. Your attitudes towards complaining.
Circle the response that best describes your attitude, opinion or belief.
COMPLAINT ATTITUDES
Consumer Alienation
Most companies care nothing at all about the customer. Agree Disagree
Personal Norms
I often complain when I’m dissatisfied with business or
products because I feel it is my duty to do so.
Agree Disagree
Social Benefits
By making complaints about unsatisfactory products, in
the long run the quality of products will improve.
Agree Disagree
Expectancy – Voice
Assuming you complained about the situation in point 1
above, how likely is it that the organisation would solve
your problem and give better service to you in the future?
Likely Unlikely
Expectancy – Private
Assuming you reported the situation in point 1 to your
friends (who use the same organisation), how likely is it
that your friends would stop using that organisation
altogether?
Likely Unlikely
Expectancy – Third Party
Assuming you reported the situation in point 1 to a
consumer agency such as the Australian Competition and
Consumer Commission (ACCC), how likely is it that the
ACCC would make the repair shop take care of your
problem?
Likely Unlikely
Value – Voice
How likely is it that you would complain to the
organisation in point 1 if you were pretty sure the
organisation would solve your problem and give better
service in the future?
Likely Unlikely
Value – Private
How likely is it that you would mention the situation to
your friends if you were pretty sure that they would stop
using that organisation altogether?
Likely Unlikely
Value – Third Party
How likely is it that you would report the incident in
point 1 to a consumer agency such as the ACCC, if you
were pretty sure the ACCC would make the organisation
take care of your problem?
Likely Unlikely
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3. Do you think your complaint behaviour is more influenced by your attitudes, beliefs and opinions in the
table above or by the specific situation? Why?
Yes, my consumer behaviour is more influenced by my attitudes, beliefs and opinion because I have my rights to
complain when I feel dissatisfied with my mobile plan payment with Optus.
4. Think about how you reacted to that situation. Now circle the description in column A or B that best
describes your reaction.
YOUR RESPONSE A B
Importance of the situation High Low
Did you feel embarrassed? Yes No
Have you ever complained previously to an organisation? Yes No
Was it easy to complain to the provider this time? Yes No
Was there a lot at stake (financial? Social? Health?) Yes No
What type of person are you? I speak up for
what I believe
is right
I am not the
type to
complain
Do you think the company should have handled things
better
Yes No
Were you with family /friends who didn’t want you to
complain
No Yes
Did you complain? Yes No
If you circled mostly As then it is likely that you complained. If you circled mostly Bs then it is likely you did
not complain.
Look at the features of each column. What is similar in each column? Why do you think these features
go together?
The features in the column A shows the purchase decision on evaluating and selecting mobile plan is important to
complaint to them when I feel dissatisfied with the decision. In the column B shows that the factor of specific decision
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does not want to complaint too much with those features. Those features are similar because people do want to
complain with their dissatisfied with their purchase decision and some people do not want to complaint because they
might feel embarrassed.
5. Now compare your responses with a person who reacted differently to you. What features did they
select in their table? Why are they different to you?
That person did not complaint more than I do complaint because I have the right to complain when I feel dissatisfied
with my mobile plan bill. That person did not complain because he feels satisfied with their decision without complain.
Part B - Application
6. Read the article Singh (1990) “A Typology of Consumer Dissatisfaction Response Styles”, Journal of
Retailing (66) 1 p. 57-99 [available on blackboard].
i) compare your responses in the COMPLAINT ATTITUDES table in point 2 above, to the cluster
groupings on page 88 of the Singh article. In which cluster do you fall?
Cluster one is based on passives is to classifying the sample, represents dissatisfied on the consumers with those
intentions to complain to the sellers or providers with their dissatisfying services. Cluster two is the voicers to
classifying the respondents, characterises dissatisfied consumers who are below the average on private and third party
actions. Cluster three is the irates show that the respondents, represents angry consumers with a negative response of
complain directly to seller/providers. Cluster four is activist classifying the three dimension complaint based on
respondents and represent dissatisfied consumers. The cluster I fall is cluster 3.
ii) did your response to the situation match with Singh’s description of your cluster? Explain.
The cluster 3 of irates is match with my situation because the cluster 3show my complaint to Optus that they
overcharged my payment phone bill.
7. Using a consumer behaviour theory (from your text book or elsewhere), describe the role of
expectations, satisfaction and complaints using your consumer behaviour identified from your Activity 2
Worksheet.
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Role My consumer behaviour is identified on evaluating and selecting mobile plan.
Expectations The mobile plan that I am changing into prepaid plan. The prepaid plan does not rollover
and I was expected that prepaid will rollover.
Satisfaction I am satisfied after I change my mobile plan into $30 prepaid plan even though my plan
wills not rollover.
Complaint I have nothing complain about my prepaid plan except my mobile plan overcharge me but I
am happy with my prepaid plan.
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Conclusion
Overall of this consumer behaviour portfolio is using three worksheets is that I made a decision to choose evaluating
and selecting mobile plan in the consumer behaviour. It has shown that evaluating and selecting mobile is that I analyse
on mobile plan and to compare it with other mobile plan. With my dissatisfaction and complaint behaviour as in the
consumer behaviour in the portfolio is that I compare with other person and showing the different complaint in the
consumer behaviour.
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References
Engler, B. (2003). Personality theories: An introduction, 2-14. Retrieved from Queensland University of Technology
Course Materials Database.
Singh, J. (1990). A Typology Of consumer Dissatisfaction Response Styles, 66 (1), 57-99. Retrieved from Queensland
Technology Course Material Database.
Solomon, M. R., Russell-Bennett, R.,& Previte, J.(2013), Consumer Behaviour: Buying, having, being. Frenchs Forest,
N.S.W: Pearson Australia.
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Appendix
Appendix 1
Page 15
Appendix 2
Page 16
Appendix 3
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AMB200 Consumer Behaviour: Assessment Item 1 - CB Portfolio
Name & Student No.: ________________________________ Tutorial Time & Tutor: ______________________ Topics:___________
7 6 5 4 3 2-1 Knowledge (30 marks)
Consumer behaviour
theory and principles
You have completed the worksheets
correctly with no errors and added original ideas and shown insight. You may have
linked with other theories in the book.
You have completed the
worksheets correctly with no errors and possibly added original
ideas and shown insight. You may
have linked with other theories in the book.
You have completed the
worksheets correctly with few errors.
You have made a good
attempt to complete the worksheet with some errors.
You fail to correctly
complete the worksheets.
Application of theory (50 marks)
Analysis of behaviour You have demonstrated an application of
complex consumer behaviour theories to analyse your own behaviour. This may
involve synthesis of theories and
development of new ideas. There is likely to be integration across all your responses
in a worksheet and across worksheets.
You have demonstrated an
application of consumer behaviour theories to analyse your own
behaviour. Theories used are
likely to be complex and inter-related for a particular aspect of
your behaviour, but not for all.
You have demonstrated an
application of consumer behaviour theories to analyse
your own behaviour.
You have demonstrated an
application of consumer behaviour theories to describe
your own behaviour. Theories
used are likely to be basic.
You fail to demonstrate
application of consumer behaviour theories to
describe your own
behaviour.
Communication and interpersonal skills (20 marks)
Written presentation structure and format
The written portfolio is professionally presented with no technical errors. You
have followed the structural requirements
closely. The referencing style is consistent and correct with diversity and appropriate
references. Original sources are cited.
You organise content clearly and logically and make no technical
errors. You have followed the
structural requirements closely. The referencing style is consistent
and correct with appropriate
references. Original sources are cited.
You organise content clearly and make very few technical errors.
You have attempted to follow
the structural requirements. The referencing style has minimal
errors with appropriate
references. Most of the citations are original sources.
You attempt to organise content clearly and make some
technical errors. You have
attempted to follow the structural requirements. The
referencing style has some
errors and inconsistencies. Some of the citations are
original sources.
You present content in an incoherent way and make
frequent technical errors
through the paper. You do not reference your sources
appropriately.
Total: ________ / 100 Reweighted: __________ / 25%
Late Penalty (-10%/day = 2.5 marks): _________ / 25%
Comments:
17 - 20 15 – 16.5 0 – 9.5 10 – 12.5 13 – 14.5
37.5 - 42 0 – 24.5 32.5 - 37 42.5 - 50 25 - 32
22.5 - 25 0 – 14.5 15 - 19 19.5 - 22 25.5 -30
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