MBA401 HRM6 Individual Reflection: Consumer Behavior and Leadership

This assignment is an individual reflection for the MBA401 People, Culture and Contemporary Leadership course. The student analyzes their self-leadership style, organizational factors impacting effective leadership, and strategies for continuous leadership development. The reflection explores participative, transformational, and situational leadership styles, and how these impact consumer behavior and marketing. It also examines the role of organizational factors, such as environment, resources, and culture, in shaping leadership effectiveness. The student identifies actions to develop leadership skills, including focusing on strengths, building relationships, and adopting effective communication strategies using communication mixtures. The assignment also includes an analysis of consumer behavior and marketing psychology, with the student using Pears Soap as a case study. The reflection is supported by various references.

Running Head: HRM
0
Individual Reflection
Consumer Behavior and Marketing Psychology
2/13/2020

HRM
1
Contents
Introduction......................................................................................................................................2
Leadership Style..............................................................................................................................2
Organization factors for being an effective leader..........................................................................3
What can I do to continually develop my leadership skills?...........................................................4
What are the three key actions that I need to implement to further develop my leadership skills. .5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

HRM
2
Introduction
The report is the individual reflection that will apply the theory and concept of People, Culture
and Contemporary Leadership. In this report, Self-leadership style will be analyzed and the
organizational factors which are inhibited in me as an effective leader will also be elaborated.
There are several things that I have to do to develop my leadership style more appropriate which
will be enhanced in this report (Gajjar, 2013). The certain actions taken by me to develop my
leadership skills will also be enhanced. It is the marketing technique to communicate with the
customers through the different styles such as advertising, personal selling, by public relations,
interactive with them, etc. which will also be enhanced in this report.
Leadership Style
Leadership is one of the most important concepts that is used in the business organization. This
concept also affects the overall consumer behavior as the proper leadership guides the employees
and they become successful to attain the attraction of the customers. I have analyzed that
effective leadership also impacts the overall marketing process of the business and also manages
the behavior of consumers towards the particular process of the organization. The behavior is too
essential in the business. I have experienced that the traits and skills of leadership are included as
a behavior of the consumers that plays an essential role in the business. As per my opinion, the
leader’s behaviors highly impact on the employees (Hofmeyer, et al., 2015).
I have several leadership styles that manage the marketing of the organization as well as
consumer behavior towards the organization. I have several styles of leadership that improve the
overall process of the business. I have owned a participative leadership style. By this style, I
have analyzed the input from employees on all the decisions of the company. All the company
issues can analyze by adopting this leadership style. Participative leadership is really too
effective in the overall process (Rani, 2014).
I also have a transformational leadership style, so I interact with my team in a proper manner and
identify the several changes needed by the employees. Through this process, the proper vision
creates as per the inspiration of employees. I described my participative leadership style by taken
major participation in the employee’s decisions and take several views from the employees

HRM
3
which make the process better (Solaja, et al., 2016). I have also implemented the
transformational leadership in myself by involving the employees in the major decisions of the
company so that the employee motivation can be improved. The transformational leadership
style helps me to interact with the employees and analyze their working process so that the
organization achieves better objectives.
I also used the situational leadership style that is effective in the overall development of the
business. I have implemented this style in myself to influence the followers. I need to adjust my
style to maintain the development level in the organization. The situational leadership helps in
maintaining the proper behavior of the organization so that consumer behavior is also affected.
Through this process, the overall marketing and behavior of the consumers get affected and it
improves the overall process of the business organization (Ma and Tsui, 2015).
The maintenance of organizational behavior is essential for the business for affecting consumer
behavior. The communication mixture is also relating to the leadership which affects the
advertising, sales, promotions and several marketing methods. I have also maintained the overall
leadership effects by implementing the communication mixtures in the business environment
(Shek, et al., 2015). As the communication mixtures are to effective in improving marketing and
to gain the attraction of the consumers. I have experienced that by effective leadership style
employees become motivated and improve their work by the different methods. In my opinion,
the process of leadership is too effective in the overall business.
Organization factors for being an effective leader
I have analyzed various aspects that assist me to become an effective leader in the organization.
The business needs effective leaders that improve all the activities and functions of the business.
The factors that assist me in being an effective leader are related to the organizational
environment, proper goals of the business. All these factors majorly play an important role in
leadership and improve my leadership for gaining effective leadership (Krasnoff, 2015). The
environment of the organization has its own values by which the leaders get success in
implementing the leadership in the overall process. The organizational environment maintains
the legacy of past leaders and the current leadership that maintains the personality of leaders in
the organization.

HRM
4
Apart from the organizational environment, organizational resources are also an important part to
become an effective leader. The organizational resources affect my aspects that are used in
implementing better leadership values in the organization. I have experienced that leaders
depend on the resources used in the business to achieve the goals and objectives. I have analyzed
that the organization culture also helps me in improving my leadership qualities. As I know that
culture is difficult to change so I need to adjust my leadership aspects as per the requirements
(Pepper, et al., 2019). Several sociological factors also affected the overall process of the
organization. Leaders need to analyze and understand the demographic culture that helps them in
making different positions in the organizational environment. All these factors help me to
become an effective leader in the organizational context.
The economic and political factors also affect the leadership qualities and the marketplace. These
factors decrease the attraction of consumers and impact their behavior towards the product and
services of the business (Sudha, et al., 2016). The leader needs to understand the communication
mixtures that improve the promotional aspects of the organization. These factors influence the
leaders to complete their goals and objectives. Several technological factors also affect overall
business and leaders.
I have experienced that technology also becomes a major factor in achieving the goals of the
company so I need to understand the technical aspects to improve my leadership style and to
achieve all the goals of the company. These factors are also improving the marketing and
consumer behavior apart from the leadership. The marketing is too important for any business
and leaders to help in managing the marketing aspects of the business. The communication
mixtures like promoting, pricing, advertising and sales affect the marketing of the business.
What can I do to continually develop my leadership skills?
I can develop my leadership skills in several ways such as by taking participation in the group
discussion, by following the ethical and moral leadership as it helps in dealing with people. I
have to take more participation in things by taking more projects and by staying active and
discipline in the organization. Instead of waiting for someone to assign me the work on a daily
basis I have to take responsibility on my own and have to develop the awareness so that I can
learn more things (Yahaya and Ebrahim, 2016).

HRM
5
I can develop my leadership skills by inspiring other people and motivate them to learn more
always. I am a good listener and a follower so it helps in building my skills. I used to listen to the
people clearly and their actions which helps in understanding the behavior and the opinion of the
other people. I have more focused on my weakness so that I can improve the, and I understand
my strength so I always use them in whenever they are necessary (Anderson and Sun, 2017).
I will give time and effort to understand how to build effective communication with the
consumers so that more goals in the organization can be achieved. I can continually do the
promotions of the products through advertising, sales, personal selling which will help in
evaluating how should I interact with the people and how should I influence them to buy the
product (Wells, 2014).
I can also do the ethical leadership to develop my skills which not only helps me in gaining the
trust of the employees but also helps in taking the right decisions (Ruwhiu and Elkin, 2016). I
can also develop my leadership skills by emplacing more on the situational influences as this
approach is very effective when the behavior of the people is contingent. I have learned that the
marketing communication mixture is very essential in the marketing of the company as it helps
the company in pursuing the market objectives.
What are the three key actions that I need to implement to further develop my leadership
skills
First I should focus more on my strength
I can develop my leadership skills effectively when I will focus more on the strength instead of
my weaknesses. My strength is to inspire the people who are needed in the organization to
collaborate with the people (Alvesson and Sveningsson, 2015). The guidance and encouragement
are needed which can be done by focusing on the good things. I can also further develop the
skills by empowering the teammates so I can take the actions to delegate the task which will help
me in learning the things.
Second to build an effective relationship

HRM
6
The leadership skills of mine can be developed when I know how to resolve the conflicts in the
organization effectively. The conflicts can be resolved when there are an effective relationship
and the bonding with the other people in the organization. Before the problems of the conflicts
occur in the organization the actions have to take by me to develop situational awareness so that
complex projects can be handled (Durmaz, 2014). I have to learn to develop a good relationship
by interacting with the people individually and by addressing their point of view too so that I can
learn how to resolve the conflicts and to develop the awareness of the situation contingency.
Third, to develop good communication adopts the Communication mixture
Communication is an important way to develop good leadership skills as it helps in interacting
with the people and to influence them. I have to take participate in personal selling, advertising,
direct personal selling, etc. so that I can learn how to communicate and influence consumer
behavior (Day, et al., 2016). In the marketing of the company what is needed is good
communication so it can be developed through the communication mixtures which help me in
analyzing the personality trait of the people, emotional intelligence and how to make a
relationship with them. In personal selling, personal interaction happens with the customers who
can develop my skills in analyzing the attitude of the people and give me the ways to influence
the people.
Conclusion
In this report, three theories are applied which are Transformational, situational and participative
leadership which helps in analyzing the leadership styles. With the help of these leadership
styles, I have developed my own leadership skills which help me in enhancing the ability to lead
the people more and to motivate them more. My leadership skills have also developed by taking
certain actions such as my focusing more on my strength to influence the people. The ethical
leadership is very effective so I have learned to be honest and took the right decisions no matter
what the situations are. Communications mixture is essential as good leadership as it helps in
analyzing consumer behavior by interacting with the customers through personal selling,
interacting, etc. I have developed my skills through the Communications mixture as it helps me
in interacting and influencing the people and also helps me in analyzing how to build a good
relationship with them.

HRM
7

HRM
8
References
Alvesson, M. and Sveningsson, S., 2015. Changing organizational culture: Cultural change
work in progress. Routledge.
Anderson, M.H. and Sun, P.Y., 2017. Reviewing leadership styles: Overlaps and the need for a
new ‘full‐range’theory. International Journal of Management Reviews, 19(1), pp.76-96.
Day, C., Gu, Q. and Sammons, P., 2016. The impact of leadership on student outcomes: How
successful school leaders use transformational and instructional strategies to make a
difference. Educational administration quarterly, 52(2), pp.221-258.
Durmaz, Y., 2014. The impact of psychological factors on consumer buying behavior and an
empirical application in Turkey.
Gajjar, N.B., 2013. Factors affecting consumer behavior. International Journal of Research in
Humanities and Social Sciences, 1(2), pp.10-15.
Hofmeyer, A., Sheingold, B.H., Klopper, H.C. and Warland, J., 2015. Leadership in learning and
teaching in higher education: Perspectives of academics in non-formal leadership
roles. Contemporary Issues in Education Research, 8(3).
Krasnoff, B., 2015. Leadership qualities of effective principals. Education Northwest, pp.1-10.
Ma, L. and Tsui, A.S., 2015. Traditional Chinese philosophies and contemporary leadership. The
Leadership Quarterly, 26(1), pp.13-24.
Nawaz, Z.A.K.D.A. and Khan_ PhD, I., 2016. Leadership theories and styles: A literature
review. Leadership, 16(1), pp.1-7.
Pepper, M., Jackson, T. and Uzzell, D., 2019. An examination of the values that motivate
socially conscious and frugal consumer behaviours. International journal of consumer
studies, 33(2), pp.126-136.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.

HRM
9
Ruwhiu, D. and Elkin, G., 2016. Converging pathways of contemporary leadership: In the
footsteps of Māori and servant leadership. Leadership, 12(3), pp.308-323.
Shek, D.T., Chung, P.P. and Leung, H., 2015. How unique is the service leadership model? A
comparison with contemporary leadership approaches. International Journal on Disability and
Human Development, 14(3), pp.217-231.
Solaja, M.O., Idowu, E.F. and James, E.A., 2016. Exploring the relationship between leadership
communication style, personality trait and organizational productivity. Serbian Journal of
Management, 11(1), pp.99-117.
Sudha, K.S., Shahnawaz, M.G. and Farhat, A., 2016. Leadership styles, leader’s effectiveness
and well-being: Exploring collective efficacy as a mediator. Vision, 20(2), pp.111-120.
Wells, V.K., 2014. Behavioural psychology, marketing and consumer behaviour: A literature
review and future research agenda. Journal of Marketing Management, 30(11-12), pp.1119-
1158.
Yahaya, R. and Ebrahim, F., 2016. Leadership styles and organizational commitment: literature
review. Journal of Management Development.