Discussion Topic Consumer behaviour has always been a timely marketing topic. This can be explained by the fact that the ability to understand and influence the behaviour of consumers lies at the core of marketing efforts. Throughout the discussion in weeks 3 and 4 please focus on the analysis of the decision-making behaviour based on your own experiences.
In your initial 300-500 words posts please reflect back on the purchase that you intended to make however you did not finalise it at the end (assuming that you simply did not ‘convert’ and the intention of buying did not convert to the actual purchase according to the categorisation of Dewey (2010)) and you dropped out at the fourth stage, purchase. In your own example, describe the previous stages being ‘problem recognition’, ‘information search’, ‘evaluation of alternatives’, and stop at the ‘purchase’ stage and reflect back on how the marketer could have triggered you to convert into the actual purchase. In other words, you are the customer and you are advising the marketer how to influence your behaviour in favour of the marketer’s product or service. Please support your arguments with the applicable literature and industry knowledge.
The assumption is that you did not make that intention in the offline world, but instead the technologies and digital innovation have contributed. Throughout the 2-week discussion forum, you will engage with your colleagues between a minimum of 5 and a maximum of 10 times.
Learning Outcomes Critically evaluate how theories and models of consumer behaviour can be used to develop value propositions in a digital environment. Analyse and evaluate consumer behaviour from a sustainable perspective according to existent theories and research; Critically reflect upon the role of online consumption in society.
Critically assess and evaluate different consumer research methods, both online and offline. Design and implement digital analytics tools that use consumer behaviour research to enhance the customer experience. —————————- Buying things is a daily activity that we all do.
This is done through interchange of product and service to satisfy our individual desires and as well as our families. Consumers make millions of buying decision on daily bases for different purposes on variety of things. According to Sethna,zand Blythe J.(2019,p8),The John dewey decision making process(1910) highlighted five stages , that is ,A difficulty is felt(Problem Recognition),The difficulty is located and defined(information Search),Possible solutions are suggested( Evaluation of Alternative),consequences are considered(purchase) and solution is accepted( post purchase), and these will be applied to personal experience of decision making in buying Step 1. PROBLEM RECOGNITION I came across Alibaba’s face book page with wall paper decorations advertisement on it and as charisma was approaching I thought of decorating my living room.
This desire was not internally motivated because the thought came after I saw the advertisement on social media .In other words, it an external drive. Step2. INFORMATION SEARCRH Knowing very well that it was my first time to plan such buying, I search from external sources. Firstly, I searched from shopping malls in the Gambia however I wasn’t able to get my favorite design. So I went back to the face book page of Alibaba for further information.
There, I was directed to the website where I browsed through and found varieties of designs, colours, sizes, Price and even a video show casing how it is install on the wall. Step3. EVALUATION OF ALTERNATIVES After evaluating between my options, I automatically fell in love with the peel and sticker type in Ali Baba’s online store because with that I can personally do the installment in my living room and for that reason I concluded that is favorite choice.
This show the functional benefits of buying the wall papers are guaranteed. Additionally, I was given the opportunity to order for a water mark design for my surname to be printed at far corner of each roll. Beside I felt overwhelmed about this because sent a signal of ownership of what I was buying. The interpretation of this is psycho-social benefits. Step 4. PURCHASE To make the payment online, I add to my basket and then the final details of my transaction pop-up indicated an extra 5 days to the date delivery days to my surprised. After further enquiry on their website, I was that the delivery days depends the continent of the country and this was not communicated on the website.
Meaning it takes more days to deliver from china to Africa than to other continent like Europe. So, I did not see the need to buy the wall paper anymore because it was going come two days after Christmas. So I cancelled the whole buying since I do away without it. The marketers should have made clarity in their communications from the initial process before closing the lead. There is too much focus on closing a lead in marketing rather than concentrating on building the initial stages of the buying process. Reference: Sethna, Z ,Blythe J, 2019 ,consumer behaviour, 4th edition, London
