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

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Appendix 2

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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