Consumer Diary Analysis free essay sample

Because I had decided that I wanted junk food, healthy food options and restaurants were placed in my inert set, and smaller, less popular niche outlets like red rooster were placed in my inept set (LeBlanc amp; Neil C. Herndon, 2002). Big fast food outlets like McDonalds and Hungry Jacks comprised my consideration set. Due to previous experiences and memory associations, I considered McDonald’s to be the category prototype for fast food, and therefore it exceeded other competitors. As I considered taste to be the most important factor in my purchase, the lexicographic choice tactic can be used to explain my decision to go with the McGrilled burger meal (Hauser, 2010). Also, my adequate financial position provided the ability to make my purchase and the location of a McDonald’s outlet nearby my house and no time constraints provided a satisfactory opportunity to make my purchase. 2. Nike Tiempo Legend Soccer Boots. We will write a custom essay sample on Consumer Diary Analysis or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page All my soccer boots were starting to get too small for me. I was motivated to purchase some new boots that suited me and also fitted properly (difference between my ideal and actual state) (Hoyer amp; Macinnis, 2010). Because of the vast number of different brands of soccer boots, and the amount of use the boots will get, this decision was considered a high-effort purchase for me. In considering which store to purchase from, I chose Sportsmart in Moorabbin because a friend of mine works there and was able to give me a discount. Because of the specifics of each different type of soccer boot (even within the same brand) it seemed adequate that I would be making a purchase decision based on product rather than brand (Hoyer amp; Macinnis, 2010). Different stud patterns suit different weather conditions – so because Melbourne pitches are mostly firm, I chose boots with a Firm Ground stud pattern (therefore all Soft Ground boots and other types were allocated to my inert amp; inept set). Furthermore, because I was a defender, boots with soft material were also eliminated from my consideration set as per attribute processing (LeBlanc amp; Neil C. Herndon, 2002). Previous brand experiences led me to consider the ‘Nike’ brand, and personal characteristics influenced my choice of colour, material and shape. A combination of attributes prompted me to choose the Nike Tiempo Legend boot, utilising most effectively the multi-attribute expectancy-value choice tactic – in which I chose the product that offered the best ‘bundle’ of benefits (Hauser, 2010). 3. United Petrol Problem recognition arose when I became aware that I had less than a fifth of a tank left. I developed a physiological need to fill up my petrol tank and experienced previous memories of the feelings associated with petrol running low (Arndt, 2012). This triggered me to go to a petrol station to fill up (Hoyer amp; Macinnis, 2010). There happens to be 2 United Petrol stations within 2 minutes’ drive of my house, and I pass them when I drive almost anywhere. Whenever I am in a state of having low petrol or needing to fill up, repeatedly passing and observing the United Petrol stations has developed somewhat of a neural connection between filling up petrol and the United Petrol Station (classical conditioning). This, along with previous positive experiences and the ability to satisfy my personal goals (appraisal theory), led me to choose United Petrol as the brand. I was further motivated by the lower prices of petrol on a Friday, and specifically the lower prices of petrol at a United Petrol station in comparison to other alternatives. I finished work at 5. 00pm and received my weekly pay, which provided me with the financial ability to make the purchase. A United Petrol station was located on my way home from work and hence provided an easy opportunity for purchase. 4. Apple Ipod Headphones I have 3 pairs of headphones at home; all of which only have one ear-bud which actually works. This aroused a state of deprivation and a difference between actual and ideal state (Arndt, 2012). I was motivated to buy new headphones to fulfil my wants of being able to listen to music through both of my ears. Whilst I appreciated quality sound, I was not overly fussed with the specifics and characteristics of individual headphones which made this purchase relatively low-effort. Furthermore, I was not willing to spend a lot of money on headphones, which influenced my consideration set. I basically chose to undertake a repeat purchase of apple’s iPod headphones because I was not prepared to purchase top of the range headphones (comparative theory) (Hoyer amp; Macinnis, 2010). I had positive brand and product experiences with apple headphones previously, and wanted to minimise performance, physical and social risks. Comparison between diary 2 (Xind) and diary 3 (Jono) In analysing consumer diary 2 and consumer diary 3, it becomes immediately clear that each consumer follows a general framework in their purchases. All purchases are derived from a problem; specifically a variance between an actual and ideal state (Arndt, 2012). Furthermore all purchases are motivated, and influenced by brand exposure, situational factors and memory/knowledge (Hoyer amp; Macinnis, 2010). Lastly, both consumers acknowledge the importance of having an adequate opportunity and ability to make the purchase. Consumer 2 makes multiple low-effort purchases, and it can be deduced that Consumer 2’s purchasing habits are in close correspondence with his schedule. In almost all of his purchases, heavy influencers were convenience and time constraints, and hence he displayed a cognitive tendency to utilise past experiences and brand familiarity when purchasing, seeking efficiency in his decision making. In Consumer 3’s case, time constraints were not as prominent, and therefore Consumer 3’s decision making was subject to more evaluation in comprising consideration sets (LeBlanc amp; Neil C. Herndon, 2002). In purchasing a high-involvement product, Consumer 3 used a multi-attribute expectancy-value analysis to consider a bundle of attributes and benefits (Hauser, 2010). It appears that for both Consumers in purchasing low-involvement convenience products, normative choice tactics and the lexicographic choice model is consistently utilised. Furthermore, whilst Consumer 2 used a variety seeking tactic in choosing a different type of food for lunch, it can be said that both consumers are considerably hesitant to make purchases outside of their experience and knowledge, at least on a regular basis. Another consistent characteristic is the influence of financial ability on the consideration set when making the purchase. These three main (time constraints, previous experience/knowledge and financial ability) are prominent within decision making consideration in both consumers lifestyles. Bibliography Arndt, J. (2012). How broad should the marketing concept be? Journal of marketing vol. 42, 101-103. Hauser, J. R. (2010). Consideration set heuristics. Massachusetts: MIT Sloan School of Management. Hoyer, W. D. , amp; Macinnis, D. J. (2010). Consumer Behaviour 5th Edition. LeBlanc, R. P. , amp; Neil C. Herndon, J. (2002). A multivariate analysis of evoked sets as a marketing universal. Journal of applied business research vol. 18 no. 3.