Ôn tập tự luận case study consumer behaviour UEF

Tài liệu ôn tập thi tự luận Hành vi tiêu dùng (Consumer behaviour) cuối kì tại Đại học Kinh tế Tài chính (UEF) CASESTUDY 1Hi, Im a Mac... and Im a PC. QUESTION 1: What characteristics of extended problem solving are involved in a computer purchase?

QUESTION 6

How does Lifestyle affect consumer behavior? Give examples to clarify it.

Lifestyle provides a true reflection of how a consumer behaves

Lifestyle can be the determiner to the type of goods or services that

would be selected by the consumer

Selection of products, services and activities are much related to lifestyles For

example, a person with a trendy lifestyle would always have the latest clothing and goods (up-to-date) available in the market Instead, those with moderate lifestyles would reflect their moderation through their choice of fashion and goods

For example, if we compare the higher class and lower class in buying cars The higher class has more money to spend, they think about style, brand, comfort, safety, and anything that heightens their status This might make them choose an Audi or a Volvo But the lower class has less money to spend so need to focus on what’s most important They’ll focus greater on safety and reliability, so they may end up buying

an older Toyota Camry

Marketers need to examine the different types of lifestyles present in society and then strive to develop products suitable for such lifestyles

QUESTION 7

Compare and contrast classical and instrumental (operant) conditioning.

 Classical conditioning: a stimulus that elicits a response is paired with another

stimulus that initially does not elicit a response on its own

Ex: At Tet holiday we will feel excited, and joyful And when we see Coca cola, we feel nothing → After that Coca Cola produced the Coke with yellow swallow package only for Tet Holiday → So then when we see Coca Cola with the yellow swallow package we will feel excited and joyful

 Instrumental conditioning (also, operant conditioning): the individual

learns to perform behaviors that produce positive outcomes and to avoid those that yield negative outcomes

Ex: you will try a few brands of perfume before deciding to be loyal to only one brand You will then buy that brand again (repeat purchasing) Your chosen brand is obviously the brand that is able to provide optimum

satisfaction to you

QUESTION 8

An anti-smoking campaign showed autopsies of people who have died of lung cancer The campaign seemed to have no effect on the rate that teenagers took up smoking Why?

 Fear appeals emphasize the negative consequences that can occur unless the consumer changes a behavior or attitude Most research on this indicates that negative messaging is most effective when the ad presents a solution to the problem Otherwise, consumers will tune out the message because they can do nothing to solve or avoid the threat Smoking will kill me, but I'm addicted so I'm not paying attention to this ad It offers no help to current smokers

QUESTION 9

It is said that “people often buy products not for what they do but for what they mean” Explain the meaning of this statement and provide an example.

This principle does not imply that a product's basic function is unimportant, but rather that the roles products play in our lives extend well beyond the tasks they perform The deeper meanings of a product may help it to stand out from other similar goods and services All things being equal, we choose the brand that has an image (or even a personality!) consistent with our underlying needs

For example, although most people probably couldn't run faster or jump higher if they were wearing Nikes instead of Reeboks, many die-hard loyalists swear by their

favorite brand These archrivals are largely marketed in terms of their images—

meanings that have been carefully crafted with the help of legions of rock stars,

athletes, slickly produced commercials, and many millions of dollars So, when you buy a Nike "swoosh," you are doing more than choosing shoes to wear to the mall: you also make a lifestyle statement about the type of person you are or wish you were For a relatively simple item made of leather and laces, that's quite a feat!

QUESTION 10

List the three semiotic components of a marketing message, giving an example of each.

 Every marketing message has three basic components:an object, a sign (or symbol), and an interprétant

Ex: Bitis the campaign message “You have to go away to come back” or “Đi để trở về” It encourages young people to travel more, to experience more, expand the limits and to be more fulfilled when return

Ex: Milo: The campaign “Sports Always Finds A Champion” hit the hearts of Vietnamese parents and motivated young kids to express their love for sports

 The object is the product that is the focus of the message (e.g., 1.Marlboro cigarettes, 2.Bitis hunter shoes, 3 Milo milk, Lifebuoy handwashing)

 The sign is the sensory image that represents the intended meanings of the object (e.g., 1.the Marlboro cowboy, 2 a story of the son live far family have a trip to travel around Vietnam and then his last destination is his home,

3.teenager sporters, 4 Kid)

 The interprétant is the meaning we derive from the sign (e.g.,1 rugged,

individualistic, American, 2.Vietnam, family, spring, Tet holiday, 3.school, the champion, sports, 4 school, home, playground, bacteria, soap, children)

QUESTION 11

Perception is the process by which physical sensations such as sights, sounds and smells are selected, organized, and interpreted.

Discuss the senses we use to stimulate our perception of something through

sensation and meaning.

Sensory stimuli → Sensory receptors → Exposure → Attention →

Interpretation

 Eye: When you go to the supermarket, the supermarket tend to display the fresh and beautiful fruit or vegetable (like imported fruit) to catch the customer's sight, or put the best seller things in the middle to make customers go around,

or install the mini advertisers in every sell counters, or use color to attract their sight

 Sound: When the supermarket has a crowd of customers, they have to turn on soft music to calm their minds when the supermarket is on off-peak days, they need to turn on upbeat music to Increase customer excitement

 Smell: When you are near the food stores for example KFC, you may smell the smell of food like the smell of fried chicken or french fried surrounding you, and it makes you feel hungry That is because these food stores are putting the chimney outside, which allows the smoke to flow away

 Taste: Tasting counter in the supermarket to attract customers with its own taste Making it easier for them to choose foods that suit their taste

 Touch: When you want to buy a car, before purchasing the car you will have a chance to test the car to feel how suitable the car bring for you, or the real machine, and then if you want to adjust or change something you can tell the car engineers to help you

CASE-STUDY 1

"Hi, I'm a Mac and I'm a PC." You probably know this successful TV campaign that features a very smart, cool Mac guy and a nerdy PC guy These ads for Apple's Mac laptops aimed to grab a big chunk of the personal computing business, especially among younger users

Microsoft fired back as the company tried to separate itself from the undesirable PC-guy image Its first attempt; a quirky campaign featuring comedian Jerry Seinfeld and Windows founder Bill Gates, failed to move the sales needle Microsoft had more success with the “I'm a PC ad" that featured testimonials claiming allegiance to PCs from all sorts of PC users, ranging from celebrities to an adorable 4 1⁄2-year-old Still, it's an uphill battle: For a generation of consumers raised on cool products like the iPod and the iPad, it's a tough sell to shake Apple's spell Although PCs still have the majority of market share, a growing number of Macs show up on college campuses every fall

In the spring of 2011, Microsoft tried a new tactic: A student who purchased a PC for

$699 or more received a free Xbox He or she only needed to walk into Best Buy with

a college ID or email address and walk out carrying a PC along with an Xbox with a retail value of approximately $300 Compared to a Mac that starts at $999, this bundle offered an attractive value proposition to students who were also into gaming

Is this a simple pricing promotion, or part of a more elaborate branding strategy? The Xbox represents the "fun" side of Microsoft's personality, so this bundle might help to reposition Microsoft away from the awkward office-worker stereotype and closer to Apple's cool image among members of this crucial market segment

Microsoft is still evaluating the results of the promotion Marketers continue to debate the effectiveness of "free” offers Assuming that the promotion drives short-term sales

of PCs, will it also influence long-term loyalty? What does this bundling mean for the Xbox, the current market leader in gaming consoles within the college market? With a free Xbox as an option in the marketplace, will college students be less willing to pay

$300 for a stand-alone Xbox console? Finally, the question remains whether a free console is like a free cell phone from your wireless company, where the revenues come from add-on purchases in the form of talk minutes Will Microsoft still profit from those free units through game purchases, online subscriptions, accessories, and loyalty to future Xbox consoles? How will the new tablets that combine features of gaming consoles and laptops affect all of this?

QUESTION 1: What characteristics of extended problem solving are involved in

a computer purchase?

QUESTION 2: How might the free Xbox offer influence a consumer's mental accounting and perceived risk?

Free Xbox offers to influence a consumer's mental accounting and perceived risk: Mental accounting: Analysis of people’s responses to situations where decisions are influenced by the way a problem is posed and by whether it is presented in terms of gain or losses

Sunk-cost fallacy: They don't get a free Xbox when they buy a computer over $699 This makes them feel like they don't have to waste $300

Hyperopia: Those planning for the future will consider the benefits Xbox can bring to them Although they don't need it now, they still want to own it

Loss aversion: Those who emphasize loss more than gain will have the fear of missing out on the value that Xbox brings

Perceived risk:

Monetary risk: if the user buys less than $699 then they don't get the Xbox, think they wasted $300

From the above two aspects, users feel they receive more benefits in the Free Xbox promotion campaign Since then there is a tendency to want to buy products over

$699

QUESTION 3: How might Apple be creating a heuristic (khám phá) for its

consumers?

Heuristic: Mental rules of thumb that lead to speedy decisions –range from very general to specific

The way Apple might be creating a heuristic for its consumers:

Relying on a product signal: Underlying quality of Apple’s product features a very smart, cool Mac guy MAC represents the typical class of entrepreneurs and young people

Market beliefs: Apple's Mac laptops aimed to grab a big chunk of the personal

computing business, especially among younger users These consumers are specific market (High-tech) beliefs about relationships in the marketplace which often become

a shortcut to guide their decision

Stereotype: From the success of Steve Job and big Apple projects, people are always aware that Apple products are the choice of successful people “For a generation of consumers raised on cool products like the iPod and the iPad, it's a tough sell to shake Apple's spell.”

CASE-STUDY 2

Fast and Furious 9 is coming soon on Mar 2022 You and your friend intend to come

to a cinema to watch this movie

Could you please analyze your decision-making process to choose a cinema? (3 marks)

- Problem recognition: Recognizes the need for a service or product

Ex: You and your friend want to watch the Fast and Furious 9 movie So you need to find a suitable cinema

- Information search: The process by which we survey the

environment for appropriate data to make a reasonable decision

Ex: You search the web to find the information of each cinema (likr CGV, BHD, Galaxy, ) or ask your friend, your family for references

- Evaluation of Alternative: Weighs choices against comparable alternatives

Ex: You compare several cinema (like CGV, BHD, Galaxy, ) in term of

reputation and available features (like the appropriate seat for the comfortable movie watching, the prices and the promotions of each cinema, the high HD screen, the place, the quality of service like the friendliness of their staff, the neat cinema, delicious food, drink, )

- Product Choice: Makes actual purchase

Ex: You choose one cinema because it has a feature the really appeals to you and your friend (like the confortable of CGV seat, )

- Outcome: Reflects on the purchase they made

Ex: You go to that cinema (CGV) and enjoy the purchase

Based on your understanding of consumer behavior on choosing the cinema, in your opinion, which stage of decision-making process is the most important for the marketer who want to attach the Gen Z customer through advertising

campaign to come to your cinema and watch the movie? Explain why?

- Information search is the most important steps

- The time when customers are looking for information is the process we need to come up with a strategy to attract customers, create a mindset for customers about our cinema.Create outstanding images and campaigns so they can easily find themselves and impress our cinema

- A effective use of advertising and distribution strategies as well as resonable pricing is found to create consumer interest in buying for the first time or repeat buying

- Gen Z is a community that will spend a lot of time surfing the web and using social networks Campaigns that are trending ,funny, give customers a friendly feeling and have positive interaction on social media can make a good

impression on them

CASE-STUDY 3

In order to reach young users in early 2020, Viettel telecommunications brand has launched a music clip "Làm Gì Phải Hốt" with the participation of a series of famous names in showbiz such as Công Lý, JustaTee, Đen Vâu and Hoàng Thùy Linh

"Làm Gì Phải Hốt" has succeeded in highlighting the outstanding features of Viettel Pay application by honestly describing our picture on Tet Holiday Thanks to the catchy and bold music of "Tet", funny scenes and lyrics, the video quickly reached the Top 1 Trending Youtube milestone after exactly 4 days of its release, becoming the only promotional MV of Tet 2020 to reach the No 1 trending position

Questions:

1 Applying the theory of subcultures, please explain why the clip was

successful in attracting youngsters?

- Subculture refers to a distinct cultural group that exists as an identifiable segment within a larger more complex society There are 8 elements of

subculture such as nationality, religion, regional, ethic or race, gender, age, occupation, social class

- A subculture is a group that shares certain beliefs, values, and customs and exists within a larger society

- A subculture has beliefs, values, and customers that set them apart from the other members of the same society

Explain

- Different age groups have different cultures and behaviors The age difference

is important as it can portray the variations in consumer’s demand toward a product or service

- With youngsters this generation is considered an important target Mobile phones, popular music, movies, TV shows, websites, sports, video games, and clothing for this age group are often strongly advertised and are also commonly seen in teenagers

- The clip attracted youngsters because of the participation of popular artists such as Hoang Thuy Linh, actors Cong Ly, Justatee and Den Vau, the MV cleverly exaggerates the difficult situations of Tet through the image of

Justatee's family busy preparing for Tet, Ms Mi Hoang Thuy Linh went to the shopping street, or Den Vau did not have money to make the MV in the song 'Two million years' At that moment, Tao Quan brought ViettelPay with special features, quickly solving the trio's Tet difficulties

- The funny and witty lyrics helped the MV 'Lam gi phai hot' to conquer

youngsters Hoang Thuy Linh, Justatee, Den Vau, who are very famous for their quality music products in recent years, have also contributed to increasing

the spread of the video With the collaboration of such "incredible" influencers, the audience not only knows about ViettelPay's services but also is impressed with the brand through the artists This campaign thanks to the correct use of Influencer has helped the brand to be attracted by youngsters

2 Generation Z is the subculture that watches the least amount of television and therefore are not expose to as many commercials as other groups What can marketers do to effectively communicate with this group

Nowadays, instead of watching tv genz uses our time on social media such as

youtube, tiktok, facebook, instagram

Video

To reach them, brands would do best to use their sense of humor, search for hot

trending topics which Gen Z are interested in rather than celebrities, in their

advertising Gen Z is three times more likely to be receptive to funny advertising, and they also want music and a good story to feature

Gen Zers typically see influencers as more relatable and reachable than celebrities This makes influencer video campaigns more effective because viewers are more engaged and responsive

Creating the short video on reels instagram and tiktok

CASE-STUDY 4

Martin Incorporation was a company carrying on business in cosmetics and perfumes

It was not following the marketing concept and was catering to a target market which was using its products In other words, it only concentrated on what it would make, and did not bother about changes in preferences of its target market

It was later joined by Mr Ash, a marketing graduate who advised the company

regarding the changing consumer preferences, and the changes that were necessary to

be incorporated in the product He emphasized upon the income factors and social factors only He modernized the products to a great extent, and invested about 30 lakhs on new packing, etc Even after six months of these changes brought about by him, the company did not seem to have a proportionate increase in sales

The assistant manager and the product manager were not very happy with the changes and thought that although an effort has been made in the right direction, some

important factors concerning consumer behavior had been neglected

QUESTION 1: Do you agree with the assistant and product manager and why?

Yes, I agree with the product manager and assistant manager that efforts were made in the right direction, but many factors affecting consumer behaviour were ignored The reasons being the following:

I.

The company was using the product concept of marketing which is out dated in

today`s era as now producers manufacture products that match consumer`s demand, tastes and preferences Therefore, Mr Ash should have focused on the Marketing concept to produce and market products accordingly

II.

The target audience was limited to the existing customers of the company Various new markets must be explored to increase sales Effective target marketing is essential

to promote and position the product effectively in the market For example: Grooming products for men, Safe and chemical free cosmetics for babies

Organic and herbal cosmetics for women

III.

The market for cosmetics was not effectively segmented by Mr Ash Cosmetics

market can be segmented effectively by dividing the market into groups which are homogenous within and heterogeneous among themselves on the basis of their age, gender, occupation etc For e.g Market can be segmented into:

Working women, Housewife, Teenage girls

Daily consum ers, Beauty Parlours, Film Industry

Rich people, Middle class people, Low income group

IV.

While attention was paid to income and social factors many personal factors such as Age, Occupation, Lifestyle, personality of a consumer were neglected For e.g

Age: Working women, elderly women, Teenage girls all have different needs

Income: The rich pay more attention to how they look than people with less

income

Occupation: A Housewife has simple beauty needs as she stays at home most

of the time while a working lady has more intensive beauty needs as she goes

out of the home every day and has to look presentable in the office

Personality: Traditional women and Modern women both have different

needs Some prefer expensive perfumes while some use natural fragranes like

‘itra’

Attitude: People have different attitude towards chemicals in beauty products Some prefer it while some dislike it and prefer herbal and organic products

Lifestyle: While urban people make use of deodorants and perfumes to smell good, rural population prefers use of soaps, sandalwood to smell good

Keeping the income factors in mind no changes were made in product quantities i.e small units of previous products Keeping in mind the social factors no efforts were made to use opinion leaders like celebrities or doctors which would have been more effective in influencing sales than change in product packaging

VI.

Existing products were modernised while no attenti on was paid to new product

development for new potential markets in cosmetics industries For e.g Grooming products for men

VII.

No efforts were made to advertise the products to targeted audience or reposition the brand according to the changing customer taste and preferences No offers, discounts

or sales promotion activities were carried out by Mr Ash to boost sales

QUESTION 2: What other factors, if any could have been considered?

Other Factors that should have been considered are:

I.

Age – Babies, Teenagers, Middle aged people and elderly all have different needs

and requirements related to cosmetics and beauty products Therefore the target audience could have been segmented on the basis of age of consumers

II.

Occupation – Working ladies v/s Housewife, Clerical staff v/s Top management,

Daily consumer v/s consumers from Fashion Industry While a housewife, a normal clerk and daily consumer may have nominal needs and demand basic products,

working ladies, Directors and CEO`s of a company, make-up artists, beauticians, film stars may have specific needs and high demand for beauty products

Products could have been designed and developed for one or few segments on the basis of their occupation

III.

Standard of Living – Rural v/s Urban, People, Low income group v/s High income

group While rural people and low income groups may make use of soaps and

traditional products, urban people and the high income group are more inclined

towards expensive beauty products Different products could have been developed for both the segments and different pricing strategies could have been followed

IV.

Perception & Attitude – Chemicals v/s Organic/Herbal products While some people

perceive beauty products negatively due to chemical ingredients in them some people recommend them Market share for both chemicals and organic products could have been analysed and the more profitable market could have been

targeted

V.

Involvement – Normal consumers v/s Film Industry Consumer segments like

make-up artists, beauticians, film starts will have a high involvement in buying beauty products than normal consumers