Digital Marketing

CONSUMER PSYCHOLOGY AND BEHAVIOUR - A2 (Template Version)

Introduction Introduce the product you choose. You can follow this flow: Introduce product name => product category => brand name => when & where you buy => Price In this outline, we will focus on 2 examples: Honda Vision and Macbook Pro M1 2020

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Table of Contents

DETAILED INSTRUCTION

 

A/ Assignment recap

 

  • Choose a product you’ve already bought
  • Remember the process you bought, and apply it into theory of 5 stages of consumer decision making process
  • Analyze factors that influence you in each stage
  • Provide recommendations to that brand that how can they influence you better in the consumption process

 

Suggested structure:

 

Here are suggested outline

 

  1. Introduction
  2. Problem Recognition
  3. Information Search
  4. Evaluation
  5. Store selection & purchase
  6. Post-purchase process
  7. Customer journey map & recommendations

 

B/ Keyword Explanation

 

5 stages of consumer decision making process are:

 

  • Problem Recognition: Problem recognition occurs when consumers perceive a gap between their actual state or desired ideal state. Example: you are having a motorbike (actual stage), but at the moment, your salary is higher than in the past, leading to higher consumption ability (desired ideal state increases). When the actual stage stays the same and the desired ideal state increases, you want to purchase (a car for example). That is problem recognition

 

  • Information Search: You find the information of the product. There are 2 types of search that you need to mention:
    • Internal search: Use of information from memory
    • External search:
    • The method used if a resolution to a problem is not reached through the search process
    • The search process is focused on relevant external stimuli

 

  • Evaluation: You determine some criteria to choose the final product in a list of many.
  • Store selection & purchase: Choosing store to buy and way of purchase
  • Post-purchase process: Follow-up activities of the store after your purchase

 

 

 

C/ Detailed guidance

 

  1. Introduction

 

Introduce the product you choose. You can follow this flow: Introduce product name => product category => brand name => when & where you buy => Price

In this outline, we will focus on 2 examples: Honda Vision and Macbook Pro M1 2020

 

Example:

 

Comprehending the customer decision-making process holds significant importance for businesses, enabling them to grasp marketing opportunities and challenges, as highlighted by Quester et al. in 2013. This paper serves as a documentation of my personal consumption journey involving a high-involvement purchase, spanning the five stages of the decision-making process, with the aim of examining how theoretical principles manifest in practical scenarios.

Product Acquired: Honda Vision 2019 (Standard Version)

Price: 31,200,000 VND

Purchased from: Honda Thai Nguyen

Date of Purchase: January, 2022

Brand: Honda

High-involvement purchases are considered a crucial phase within the decision-making process, necessitating a methodical evaluation of numerous alternatives, according to Nayeem and Casidy (2013). This document will provide insights based on my personal encounter with a high-involvement product across the five key stages of consumer decision-making.

Item Purchased: Macbook Pro M1 2020

Price: 28.500.000

Store of Purchase: Cellphone S Tran Duy Hung

Date of purchase: 9/10/2022

Brand Name: Apple

 

This introduction is pretty good, you can apply this as a formula for your assignment.

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