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QUESTION
Consumer behavior journal entries and analysis
Maintain a Consumer Behavior Journal of all purchases for 3 days this week. It should be a real journal of the regular person from the store.
You select the days between Week Four Day 1 and Week Four Day 7. Make sure that you maintain the journal for three individual days (there should be a separate entry for each day).
5 points per entry (3 days = 3 postings x 5 points = 15 points). Postings can be accumulated through the week and then posted once you have all three entries.
Post a daily consumer behavior journal to include all items purchased that day along with the following information: (please do not list any sensitive purchases)
Item purchased
Location of purchase
Time of purchase
Following the list of purchases for each day, please write 3-4 sentences reflecting on these daily purchases and any aspect of consumer behavior found in chapter 5 of the textbook that applies. Include the page number of the consumer behavior topic. (Please note that you will answer question #4 for each day - not at the end of the entire journal.)
If you did not make purchases during a day, you can state this and then explain a consumer behavior concept that explains why you did not make any purchases.
After completing your three journal entries, it's time to analyze your own consumer behavior. Complete the following analysis and submit the paper based on the following.
Thoroughly explain your rationale for each answer, and support your answer with terminology from Chapter Five in the textbook. The goal is to show your understanding of the concepts being studied and how they are applied.
Choose two purchases from your journals and analyze each purchase based on the following criteria.
1. Describe one psychological variable that influenced each purchase. Thoroughly explain your rationale and use information from Chapter 5 in the textbook to support your conclusions. Include at least one concept along with the page number in the textbook with information about this concept to detail your answer. (6 points)
2. Describe on social influence or one aspect of the purchase situation that influenced each purchase. Thoroughly explain your rationale and use information from Chapter 5 in the textbook to support your conclusions. Include at least one concept along with the page number in the textbook with information about this concept to detail your answer. (6 points)
3. Explain the type of problem solving (routinized response behavior, limited problem solving, or extensive product solving) used for each purchase. Thoroughly explain your rationale and use information from Chapter 5 in the textbook to support your conclusions. Include at least one concept along with the page number in the textbook with information about this concept to detail your answer. (6 points)
Looking at the entire journal, answer the following questions.
4. When looking at the complete journal, do you see any buying patterns? If yes, what are they and why do you think they exist? If no, why not? How do patterns or lack of patterns affect a marketing strategy? Explain your rationale using terms from Chapter 5 in the textbook. (5 points)
5. After observing your buying behavior for three days, explain how a marketer could reach you. This could be based on the message they share, media used, product distribution, branding, etc. (12 points)Reference to the book: Essentials of Marketing. A Marketing Strategy Planning Approach. 17th edition Perreault Cannon McCarthy
Chapter 5: Final Consumers and Their Behavior
| Subject | Business | Pages | 5 | Style | APA |
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Answer
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Journal Entries
Entry 1- Day 1: Sunday
- Item purchased: Swim wear
- Location of purchase: Maldives
- Time of purchase: 12:16 pm
- Most consumers prefer buying stuff for home-use at convenient hours of the day through online purchases and shipping.
Entry 2- Day 2: Wednesday
- Item purchased: Black cotton pants
- Location of purchase: Atlanta
- Time of purchase: 10:00 am
- Consumers buy cloths that would serve them at that particular moment of purchase (Perreault, Cannon, & McCarthy, 2019). Therefore, black official pants are bought for duty purposes.
Entry 3- Day 3: Friday
- Item purchased: A jungle green shirt-dress
- Location of purchase: Atlanta
- Time of purchase: 3:00 pm
- Consumers adjust to choice of clothing depending on the season, location, and the function (Perreault, Cannon, & McCarthy, 2019). Shirt dresses are worn during summer period and are stylish options for evening parties or casual meet-ups.
Discussion Question 1
The psychological variable that influenced the purchase of a shirt dress on a Friday afternoon was the desire to pull a relaxed look during party sessions by breaking the monotony of official codes on official days. Sundays are known for relaxing and the purchase was intentionally made to suit the day’s theme.
Discussion Question 2
Society is set up in a way that people have been designed to pull a certain look on certain functions in order to fit in a given bracket. For instance, it would be ridiculous to wear a maxi dress when attending a party, or a trouser party on Miami beaches. Therefore, the key social influence here is the societal pressure to conform to certain dressing patterns in certain occasions (Perreault, Cannon, & McCarthy, 2019).
Discussion Question 4
Assessing the entire journal, consumers have strategic buying patterns. Most of them purchase items depending on the function or the complexity of needs, and desire to meet the demand or the developing sense of style to suit the occasion. Patterns affecting marketing because they regulate accessibility to the appropriate audience for a particular item (Perreault, Cannon, & McCarthy, 2019).
Discussion Question 5
Based on the purchasing behavior, a marketer could reach me through influencer endorsements and branding. I tend to focus on trendy outfits depending on what stylish influencers are displaying on their social media pages.
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References
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Perreault, Cannon, J. P., & McCarthy, E. J. (2019). Chapter 5: Final Consumers and Their Behavior. In Essentials of Marketing: A Marketing Strategy Planning Approach. (17th ed.) McGraw-Hill education
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