Consumer Behavior: Diary of My Processes

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Introduction to Consumer Behaviour
Diary Assessment Activity

Table of Contents
1. Introduction…………………………………………………………….pg.3 Section 1 – Diary Entries
2. Item #1……………………………………………………………...pg.3 3. Item #2 ……………………………………………………………...pg.6 4. Item #3……………………………………………………………...pg.7 5. Item #4 ……………………………………………………………...pg.9 6. Item #5 ……………………………………………………………...pg.11 Section 2 – Reflection of pre and post purchase

7. Item #1 ……………………………………………………………..pg.12 8.1 Emotions & justifications used in the pre purchase ……….pg.12 8.2 Emotions & justifications used in the post purchase ………pg.13 8. Item #2 ………………………………………………………………pg.14 9.3 Emotions & justifications used in the pre purchase ……….pg.14 9.4 Emotions & justifications used in the post purchase ………pg.14 9. Item #3 ………………………………………………………………pg.15 10.5 Emotions & justifications used in the pre purchase ………..pg.15 10.6 Emotions & justifications used in the post purchase ……….pg.16 10. Item #4 ……………………………………………………………….pg.16 11.7 Emotions & justifications used in the pre purchase ……..pg.16 11.8 Emotions & justifications used in the post purchase…….pg.17 11. Item #5 ……………………………………………………………….pg.17 12.9 Emotions & justifications used in the pre purchase ……..pg.17 12.10 Emotions & justifications used in the post purchase……..pg.18 12. Summary……………………………………………………………...pg.18

1. Introduction
Over a four week period, I have kept a diary of purchases I have made with a degree of purchase involvement. I aimed to develop an understanding of the key principles of consumer behaviour by focusing on my own actions as a consumer. The purchases I chose to evaluate were unique and comparatively different to each other. The recording and analysis of these purchases has allowed me to explore the emotions and justifications used in the pre and post purchase cycle of each product.

Section 1 – Diary Entries
2. Item #1 HP ‘Beats Audio’ Laptop
I am a single mother with full time work who will be taking on full time online study in my “spare time”. I have a very fast lifestyle need a portable computer device that fits specific criteria. My decision making process was both emotional and economic; it was reflective of routinised response behaviour. I have a low dogmatic personality, so I am open to suggestion and opinion from a variety of sources to help me find a suitable product. I had high involvement with this purchase and a transformational motivation. External influences that persuaded me to make this purchase included: * Channels of distribution (the product was ordered online and delivered to my house * Sociocultural environment (the product had culture specific features (i.e. inbuilt subwoofers) * Family and friends (their opinions and advise)

Figure 1 shows my decision making process for this product:

Figure 1

3. Item #2 Holiday in Melbourne, Australia.
After a very exhausting year, I felt I desired (needed) a short holiday with my boyfriend filled with plenty of good food and wine, culture and relaxation. Being aware of a potential financial risk involved in the purchase, my decision making process was very rational and reflective of the economic model of consumer decision making. As this break was very important to me, I had a high level of involvement. Because I had no specific flight companies, hotels or destination established, the decision making process involved extensive problem solving. As shown in Figure 2, I used the non-compensatory rule of elimination by aspects. My final decision was influenced by previous personal experience, the opinions and advice of friends and travel experts and the marketing strategies of the hotels, restaurants and bars at the locations.

Figure 2

4. Item #3 Gym Membership
After quitting smoking, I gained 10kgs in 2012. This increase in weight...
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