Consumer Behavior Assignment#3 (Self Analysis)

Submitted by: Zaid Nizami (ERP#01069) MBA-1 Morning Main Campus

Introduction (Self Analysis) My buying behavior generally varies drastically on the basis of nature of the product and the price range in which it falls. However, within a certain product range the one I choose to purchase is dependent on the product knowledge, its perception, the promotional schemes, rationality, emotional motives, amount of time available for purchase, my mood and the effectiveness of advertisements. In low value items I am generally an impulse buyer while in high value items I take a lot of time to evaluate the item and its alternatives. But I believe the experience of the product itself is the most important factor impacting my buying behavior in future.

Soap (Rs. >50) I am a loyal consumer of LUX soap at the moment and within LUX I prefer buying Purple Lotus and Cream. The first experience of using the product was because of the availability of this soap at home i.e. family as an influencing factor and based on that experience my future buying decisions were tilted towards this brand. The perception about the manufacturer of the brand i.e. Unilever Pakistan Limited gives me confidence on the perceived product quality. The use of brand ambassador like Katrina Kaif in advertisements with a strong sensation has been an important tool of communication for me that has helped to create a strong brand personality of the product in terms of being glamorous and luxurious bar. This positioning based on the brand personality is an emotional motive for me. The product details mentioned on the soap wrapper are an important source of cognitive learning. Product knowledge and advertisements have impacted my attitude positively towards the brand. If it is not available at one retailer, I try to find it in other retail outlets, which shows my high dogmatism for soap category.

Deodorant (Rs. 200-350) Deodorant is an innate need for me. I tend to buy AXE deodorant which I consume in a months period. Within the brand AXE I show innovativeness by trying different latest variants. My friends generally tend to influence my decision of which variant to buy. Its also about the personality of the brand AXE itself to which I like to create a brand association with. And because of this brand association I buy other products of the same brand as well like the shower

Consumer Behavior Assignment#3 (Self Analysis)

Submitted by: Zaid Nizami (ERP#01069) MBA-1 Morning Main Campus

gel and the hair gel. The Halo effect is used by AXE to impact my perceptual interpretation in buying its other products. I acquire knowledge of the latest variants available from the brands website and shopkeeper. Its the availability of latest variants in short spans of time that is an emotional motive for me. Whenever I am in a mood to try a new exciting fragrance I do not wait to finish my deodorant but I purchase the latest available AXE in the market. The bottle of AXE has a built-in lock for the spray and this makes it stand out from the other deodorants because of the convenience factor developing a positive attitude. The ease of its availability has been an important factor in making it a rational purchase for me.

Fast Food (Rs. 500-600) I usually consume fast food with my friends and their preferences matter a lot while going to any fast food outlet but generally I tend to buy fast food from Hardees which shows my compulsive consumption behavior. The combo meal includes burger, french fries and unlimited cold drinks which is good value for money relative to the other available alternatives. The food has excellent taste that makes my preference based on rationality. Hardees has maintained its food taste and quality standards consistently over a period of time and based on these expectations I have a perceptual selection for it. The food menu with prices is displayed at the counter as a source of cognitive learning which helps to provide complete details about the available items at the restaurant. This makes it easy to decide which combo to buy depending on my mood. The employees at the counters and the waiters are well trained and greet all the consumers in such a way which presents a good friendly image of the restaurant. The perceived quality of service is excellent and this has impacted my attitude favorably towards the repeat visit to the place.

T-Shirt (Rs. 1000-1500) For such purchases that have a direct impact on my personality I tend to take a lot of time to make a buying decision. I compare available options and try the shirt by wearing it in order to see whether it suits me or not. I do take my friends along with me in buying T-shirts to take their feedback about the T-shirt as I show other directedness at times. I choose T-shirt colors which

Consumer Behavior Assignment#3 (Self Analysis)

Submitted by: Zaid Nizami (ERP#01069) MBA-1 Morning Main Campus

are unique to make myself different from others as the need for uniqueness is dominant trait of my personality. Even though I seek for variety in T-shirts but these varieties are limited to certain brand outlets like Levis, Outfitters and Cross Roads due to their successful positioning. The brand selection is due to the perceptual selection after experiencing them. The catalogues available on these brand outlets help me to gain knowledge about the latest fashion as I am a visualizer for this product. My perceptual interpretation for the shirt is dependent on the physical appearances of the models. The billboards are a major source of communication about the latest trends and promotional schemes like off season sales. The use of different models/celebrities develops a positive attitude for me towards buying the brand as well as becoming emotional motive.

Laptop (Rs. >5000) It took almost a month for me to make the selection of HP Probook due to my low optimum stimulation level. The most important influencer in making this decision was the detailed information that was available about the different brands in this product category on the internet. It helped me to check the different features in the laptop and compare them with the available alternatives. I also took sufficient details from the renowned laptop sellers as well as my friends, which shows that other directedness is prevalent in my personality. On the basis of this evaluation I was able to shortlist my options to just two brands i.e. Dell and HP. After thorough research I chose HP laptop but within this brand it was a difficult decision of which model to purchase. This selection was based on my requirements and available budget. I required a rugged laptop for university use with considerable processing speed. And the best possible choice available at that moment in the market was HP Probook with metal casing which was within my budget as well. The features in terms of hardware and software were also suitable according to my requirements. I already had a good perception of the brand HP based on the feedback which I received from my friends. So this model selection in HP was based on rationality while the brand selection of HP was based on emotional motive.

Consumer Behavior Assignment#3 (Self Analysis)

Submitted by: Zaid Nizami (ERP#01069) MBA-1 Morning Main Campus

Conclusion (Self-behavior Profile) My self-behavior profile is comprised of on my age which is 25 years, young adult who is able to think rationally while making purchase decisions. But in some cases I do behave emotionally while making buying decisions. I am a student of MBA at IBA, Karachi so I am dependent on my savings from my 2 years earnings while working at Packages Limited according to which I have planned my 18 months expenditures. Also I live at IBA hostel so I have to make all my purchase decisions myself within my specified fixed monthly budget. From this activity I have learned that there are a few dominating traits of my personality that impact my buying behavior in most cases like dogmatism, other directedness, low optimum stimulation level, loyalty, perfectionist, lively, flexible, impatient and rationality.