MRKT 410 7980 Consumer Behavior Question

MRKT 410 7980 Consumer Behavior Question

In Academic Participation Discussion (#3), the Consumer Decision Process will be outlined, explored and exemplified.  Based on the Learning Resources located in the classroom, please answer the following questions.

WRITE THIS ESSAY FOR ME

Tell us about your assignment and we will find the best writer for your paper.

Get Help Now!

1) Let’s explore what the Consumer Decision Process is by examining a recent purchase that you have made.  This should be a purchase that involved (in some detail) each of the five stages.  This means it’s a past purchase (because you need to reflect on the last stage; Postpurchase).  Organize this part of your post using these specific headings:

1-A) Problem Recognition,

1-B) Information Search

1-C) Alternative Evaluation

1-D) Purchase

1-E) Postpurchase

Problem Recognition: What is the desired state?  What is the actual state?  (use brands to describe these states).  Identify the motive that is underlying this purchase.

Information Search: Did you conduct Internal Search? External Search? or both?  Identify and give examples of the type of search to support.

Alternative Evaluation:  What evaluative criteria for the purchase did you identify?  Was there a difference between Salient and Determinant attributes?  What brands existed in your evoked set?

Purchase: In the readings there were considerations and influences for the purchase stage.  Identify the ones that influenced your choice of how to buy the product.

Postpurchase: Are you satisfied?  Ideally, the actual state and desired state put forth in Problem Recognition should come together (hope becomes reality).  In other words, did this purchase solve all your needs AND did the product/brand live up to it’s promises.  Last, did you suffer any Cognitive Dissonance (Buyer’s Remorse)?

2) Identify the LEVEL of Involvement from the purchase explored above.  Explain (in detail) why you advocate that specific level.

3) Identify the Problem Solving Method.  Was it Extended, Limited or Routine (support and explain why)?

4) Identify a purchase that you decided NOT to go through with (see the concept No Consumer Action in the reading).  What are the reasons (see the concepts)?

Briana Harper

1-A) Problem Recognition: What is the desired state?  Living Proof Hair products are known to help unhealthy hair come back to life. My hair was dry and brittle, therefore I wanted a shampoo that would do better and make it healthy again.  What is the actual state?  The actual state of my hair was dry and I was using Redken Product that made it moisturize yet heavy (Linkedin Corporation, 2013).  Identify the motive that is underlying this purchase. The motive of me buying the product was internal and external stimuli to have healthy hair.

1-B) Information Search: Did you conduct Internal Search? External Search? or both?  Identify and give examples of the type of search to support. I conducted internal and external search of the product. I first went online website for the Living Proof Hair products, and then I asked a hair stylist of what she thought of the product (Linkedin Corporation, 2013). Therefore, I would say I used the active information search process to see about this product (Living Proof, 2016). Also, I then bought the product to do my own experimental search on the product.

1-C) Alternative Evaluation:  What evaluative criteria for the purchase did you identify?  Was there a difference between Salient and Determinant attributes?  What brands existed in your evoked set? The evaluative criteria for the purchase that I identify is the price, the performance of the product on my type of hair, the length of time before washes, and sensitivities to allergens (Living Proof, 2016). The living proof product has all but one criteria that I was looking for and that was price which I would say was the salient attribute that was a huge determinant attribute in how I felt about the product, because the product was too expensive for my budget (Linkedin Corporation, 2013). However, the salient attributes that were determinant was the other three criteria in which I could have the look and feel I wanted, and didn’t have to wash my hair every day like I had before, and last but not least it was sensitivities to allergens. The other brands that were in my evoked set were Redkin full hair product, Oribe, and Biolage. Some of these products were less expensive yet not quite the performance and other criteria I needed to do the hair like I needed to do.

1- D) Purchase: In the readings, there were considerations and influences for the purchase stage.  Identify the ones that influenced your choice of how to buy the product. The considerations and influences for the purchase stage start with the brand, quantity, and dealer the brand is good brand that is highly recommend because it does what it supposed to. The quantity of the product is huge part to where I can buy big jugs of the product if I need to have to the product around for a while or if I can buy half off prices (Linkedin Corporation, 2013). The dealer isn’t just a salon product it can be bought through amazon or stylist (Living Proof, 2016). Therefore, these considerations plus are what influences me to buy the product. However, the risk of the purchase stage is financial risk of buying the product, and at the time of my first purchase the functional risk of the product, and physical risk of the performance and the sensitivity of the product on my skin.

1- E) Post purchase: Are you satisfied?  Ideally, the actual state and desired state put forth in Problem Recognition should come together (hope becomes reality).  In other words, did this purchase solve all your needs AND did the product/brand live up to it’s promises.  Last, did you suffer any Cognitive Dissonance (Buyer’s Remorse)? The post purchase of buying the product is that I am satisfied and so satisfied that I bought more of the product just recently. The product met my expectations. I have actually recommended the product to others because of how well it does for the hair and how long the product last for washes and how long it last for per bottle of the product (Living Proof, 2016). I would say that this purchase will be habitual purchase for the rest of the products life.  Although I have nothing but good things to say about Living Proof the cognitive dissonance did occur when I first bought the product due to the expense of the product partly because I now know I can buy it for cheaper on amazon, and I bought it full retail price before (Linkedin Corporation, 2013).

2) Identify the LEVEL of Involvement from the purchase explored above.  Explain (in detail) why you advocate that specific level. I would say I placed a high involvement in purchasing living proof product. The reason I support this specific level of involvement is because I put research in both internal and external sources to focus on making my purchasing decision. I took over 4 months before I actually went with the product to buy the product (Lard Bucket, 2016). Although I know high involvement goes more with housing care etc. I probably took and research just as much as I would have for a house as well with this product because of internal need for the product.

3) Identify the Problem-Solving Method.  Was it Extended, Limited or Routine (support and explain why)?  The problem-solving method I would say I had for the purchase is going to be routine (Lard Bucket, 2016). The reason it is routine is because it something I will have to buy periodical and I won’t hesitate to buy the product because of its performance and ability of doing the needed affect.

4) Identify a purchase that you decided NOT to go through with (see the concept No Consumer Action in the reading).  What are the reasons (see the concepts)?

To stick with the same kind a of product I will go with the Biolage Brand product for hair in which I chose not to purchase. The reason I didn’t go with the product is I felt like it didn’t have performance ability that I was looking for in the product, however the price was so much more the budget I was looking for in the product. Therefore, that product would go along with the concept of dissatisfaction in the product. I believe a lot of no consumer action is where people use the Maslow Hierarchy of needs to define their behavior in the buying of products. In essences, I believe I would use the conjunctive decision rules to make the decision on not purchasing this product due to the ability of the product not furnishing my needs