Consumer Behaviour Protfolio

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Introduction
Consumers should know their consuming behaviour before purchasing a product. The purpose of this portfolio is to review and evaluate my own consuming behaviour distributed over three categories. Firstly, I will review on my philosophical assumptions and to discuss about my beliefs on the importance of advertising and marketing. Secondly, I will identify a consumer behaviour that I have done recently and to analysis what type of decision maker I am. Finally, I will examine how do I express my complaints to the organisation and my dissatisfaction. These three categories are formed by different worksheets. This portfolio is designed to help and understand how to take advantages from my consumer behaviour when purchasing products. Consumer behaviour theories will also be used throughout the portfolio and will demonstrate the linkages to my consumer behaviour.

The consumer behaviour that I have chosen is “Choosing a restaurant for a special occasion”. I went to an expensive Japanese Restaurant to have teppanyaki for my girlfriend’s 18th birthday. I will use this consumer behaviour and consistently answer the following questions in worksheets one to three. (see diagram 1)

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 WILLHIGHLY INFLUENCED
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
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

2. Which view was dominant?
i) How many As did you have? __3__
ii) How many Bs did you have? __2__
In groups of three (see if you can include one person with an opposite dominant view), introduce yourself and discuss why you...
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