Discussion paper- ON LINE

SESSION FOR MARCH 30-APRIL 4

Chapter 6: Analyzing Consumer
Behavior
 INSTRUCTIONS:
1. Read chapter 6 in your E-Book and open a
collaboration chat on canvass for your discussion.
2. Try to answer the question on discussion on the
provided space on powerpoint slide or you may
customize your own answer sheet slide.
3. This is a group collaboration to be answered by
GROUP equal efforts and be graded by GROUP
unless there will be members with markings on
the send papers.
 Submission dates:
4. You have one week duration to do self study
of the said chapter. So submission of the
paper is the week after the said duration.
5. Submission date is After the quarantine
period or when classes formally resume.
6. You may work on this off line and compile for
later submission (TBA).
7. This activity is “ By Group”.
 Discussion:
1. Based from the recent condom exercises that you did in your paper, why the 5 th
steps in purchasing pattern has the highest percentage rate of base for consumer.
Answer here
The 5th step in purchasing pattern has the highest percentage rate of base for customer
because of social factors that affects their buying patterns. The 5 TH step in purchasing pattern is
“Those who place condom by puttingit underneath some other grocery items” this behavior
could be explained by the intervening factors which is according to Kotler and Keller (pg. 199) it
is the attitude of others or other person’s negative attitude towards are preferred goods or
alternatives. The group also considered it as the unanticipated situational factors or social risk
defined as a factor that refrain the buyer from purchasing the product because of
embarrassment in front of other people. These analyzation were based on the fact that most of
the Filipinos are Catholic and it observes sex after marriage and the use of contraceptives or
condom is an act of pre-marital sex that had negative connotation in our culture and society. A
person hiding a condom under other grocery items is a behavior developed because of the fear
of embarrassment from other consumer who might see the condom. Thus, this pattern strongly
proves that there are this factors that might affect the decision making process of purchasing
and how it is being purchased.
 Caselet: The Globe g-cash
• Globe G –Cash is a breakthrough in mobile commerce which
transforms subscribers phones into “mobile wallets” with its
Slogan “ Wallet na ang Cellphone mo” with the objective of
empowering Filipno mobile phone subscribers by allowing
them to transact and buy goods with the gadget they are
most familiar with.T his innovation was matched by an all
out campaign using traditional (media based ads) and below
he line promotions( non-media based) that highlighted the
limitless possibilities that Globe can offer.
 Discussion: Globe G- cash
3. What influences consumer behavior based on Social factors in the case of “Globe G- cash”
campaign in the market? Why?
Answers here:
Economic, cliques and
The growth of Gcash was deeply influenced by the Social factors of the consumer wherein it
has use reference groups (primary) and cliques. Through the concept of reference groups and the
below the line advertising of the Gcash, enables the growth and opportunity of its mobile wallet.
Specifically, the combination of below the line promotions and social factors had greatly
influenced the consumer and creates a positive behavior to the said campaign. One of the below
the line promotions is the referral codes that were used to get easily get 50 pesos/load. This
enables the Filipino mindset of free load or easily getting 50 pesos load, just by sending the codes
to their family, friends and acquaintances. This strategy greatly influences the customer wherein it
uses Reference groups who are groups who have a direct or indirect communication and Cliques
which are similar, and facilitates effective communication. The culture and social factors of
Filipinos which is buying or purchasing products that are on sale, have discounts, or free in them.
Thus, it was easy for Filipinos to refer a product, especially if it will greatly benefit them. Gcash
started from this strategy which enables Filipinos to refer the application in return they have 50
pesos free load and also increases the subscription of the Filipinos in the said mobile wallet.
4. Discussion: comment on the following opinion
leaders: Angel Locsin as 2019 FORBES MAGAZINE “HEROES OF
PHILANTROPHY”
Angel Locsin as 2019 Forbes Magazine as hero of
philanthropy.
Life style and values
Perception
Beliefs
Attitude
 As a broadcast journalist
5.
 As a mean president of
the country
6
Personality and self-concept
 7. Why post-purchase behavior is the most
important stage for marketing on Buying
Decision Process?
Post-purchase behavior is the most important stage for marketing on Buying Decision
Process because it evaluates and analyzes the satisfaction of the consumer after it was purchased.
These actions becomes a key to understand and analyze whether a customer is satisfied and
willing to buy the same product or if it is dissatisfied or have some complaints about the product.
It also serves as a measurement of the loyalty and retention of the consumers who brought the
product. Furthermore, Kotler and Keller also emphasizes the importance of Post purchase
communication wherein studies shows that communications such as sending a letter
congratulating the consumer for buying the product, soliciting customers for suggestions and
improvements had lessen the product returns and order cancellation of their customers.