Unit 37 Consumer Behaviour Assignment
Added on 2021-06-08
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Leadership ManagementProfessional DevelopmentDesign and Creativity
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Aurora OleinikUnit 37 Consumer BehaviourAurora Oleinik SGS407292
Unit 37 Consumer BehaviourAurora OleinikTable of ContentsIntroduction...........................................................................................................................................2P1..........................................................................................................................................................2P2..........................................................................................................................................................3P3..........................................................................................................................................................4P4..........................................................................................................................................................6P5..........................................................................................................................................................7Conclusion.............................................................................................................................................9Bibliography.........................................................................................................................................10
Unit 37 Consumer BehaviourAurora OleinikIntroduction This report will contain information of a B2C product or service which maps the path of purchase or process. P1Consumers are people who purchase and use a product or service for personal use. The influences of consumer behaviour can be internal and external. Internal can be personal influences and psychological, within personal consumers can be from any ages, income, occupation, lifestyle, and personality. Within the psychological, consumers can be influenced through motivation, perception, learning and beliefs. On the external side there is cultural and social influences where businesses investigate the culture of social class and to be on family active groups for ideas. Through the involvement of identifiable needs, information, evaluation, to reach the final decision. Researching self-satisfaction on an adequate decision-making process through personal choice. First step is the need of recognition of the product or service where the consumer decision making starts with the identification of the need or problem. For example, Nike Tn’s (Tuned Air) are great shoes for jogging or running shoes. They have a reason for people who like sprinting or power walking. Nike went through the decision making of recognising what their consumers need for their everyday life, in this case the Tn’s. consumers buy these shoes because of their aesthetic classed as a lifestyle shoe and their impact on fashion. (NikeNews, n.d)Secondly, information research is the stage where a business such as Nike would search for commencing the development of the product to seek what their consumer would use the product for such as personal, professional, or commercial use. In this case the process involves on finding any information relating to the product to provide product costs and feedback on the shoes. Consumers appreciate as much information about the product to be interested to purchase them throughout the decision-making process. Meaning when consumers are looking for shoes, they would look at feedback from websites such as Nike’s official website, where they allow verified customers to share their experience with their purchase and the product. (Nike, n.d)Thirdly, the next step is the evaluation of alternatives, which is based on the alternatives sourced and evaluated against the requirements and costs. After gathering data based on the product that may provide to the consumer process, their interested customers will choose the best location to buy the shoes. This leads to consumers buying Nike’s shoes instore or online through Nike or other stores which are in a partnership with the company. Other factors why consumers buy the Tn’s is because of their quality, comfort, and multifunction usage. These shoes can be used for running but also for an everyday lifestyle look.
Unit 37 Consumer BehaviourAurora OleinikSelection and trial are the error of choices through the developing options. This occurs throughout the decision-making process when a company such as Nike is executing their ideas and analysing the results to pick which one has been more successful. For example, when Nike is advertising their Tn’s to see if their consumers would be interested on purchasing the product through the design, use and price. Once Nike gets feedback from their audience, they would decide on what is best for their buyers. Consumers want value for money and expect their expectations to be met. If the reality is that the shoes are not what they expected then they will leave a negative review based on the shoes and never buy from Nike again, this can affect Nike as a business by not meeting their customers expectations. Purchase decision is the step where a company such as Nike place their Tn’s to the market for their consumers to purchase when the quality checks have been completed, this is basedthrough satisfaction of the feedback they received from their interested buyers. Once they place their shoes on the market, the company would be able to see how popular the shoes will become through the number of sales. Consumers go through the decision making of theproduct by searching up online reviews and opinions about the shoes before buying them, once they see the shows is in the market, they decide to buy it from the stores or online. Their decision is based on what the consumers have read online about the shoes. Once the product has been placed on the market, Nike would use the next stage of post-purchase behaviour by seeing if they have met the expectations of the product that has been purchased through their consumers. This will help Nike to evaluate the usefulness of the product for their consumers and what can they improve on such as design, use and cost.To meet their consumers expectations 24/7. It is important for Nike to meet their consumers needs as they a multinational company that creates a wide range of sportwear product within the sports industry. The consumer once they purchase the product and receive it, they go through the journey of the post purchase behaviour by sharing their experience, this is where the business will consider the consumers feelings. If consumers aren’t happy with the product, they can always return it, buy from Nike again or the opposite. (Nike About, 2021)It is important for Nike to go through the decision-making process to offer the best product and service to their consumers to evaluate their actions and what can they do to provide a better service for their buyers. P2Furthermore, after the decision-making process has been completed for their interested consumers, this following process is based on how the consumers will purchase the product after showing potential interest on purchasing this. In relation to Tesco’s products such as electronics, in this case their mobile phones that they sell on Tesco Mobile. Firstly, Tesco’s consumers would seek for interest and awareness through research on social media or other websites through Tesco’s advertising. For example, through their Club Card loyalty programme promoting their new phone products with the option for their consumers to collect points through their purchase and save money. (Tesco Mobile, 2021)
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