Consumer Behaviour Protfolio
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 WILL HIGHLY 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
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 WILL HIGHLY 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
References: Bonura, J.(2008, October 30). Expert stresses the importance of advertising. Daily Gleaner Retrieved from : http://search.proquest.com.ezp01.library.qut.edu.au/docview/413213232 Consumer Behaviour: Consumers Have High Expectations, 2011 Hawes, D.K., & Arndt, J.. (2007). Determining Consumer Satisfaction through Benefit Profiling. European Journal of Marketing 13, pp 284-298. Emerald Backfiles. Joel Espejel. (2008). Consumer satisfaction: A key factor of consumer loyalty and buying intention of a PDO food product. Journal of British food, Vol. 110 Iss: 9, pp.865 – 881. doi: 10.1108/00070700810900585. John, C Mahayudin, Nurzatul H., Haron, Sharifah A. (2011) Unpleasant Market Experience and Consumer Complaint Behaviour. Journal of Asian social science. Retrieved from: http://search.proquest.com.ezp01.library.qut.edu.au/docview/821814198 Nair, Suja R. (2009). Consumer Behaviour and Marketing Research : Text and Cases. Retrieved from : http://site.ebrary.com.ezp01.library.qut.edu.au/lib/qut/docDetail.action?docID=10415520 Solomon, M. R. (2010). Consumer Behaviour buying, having, being (2nd ed.). Frenchs Forest NSW, Pearson Publishing.