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Lana Roelandts 220032777 MM311 Assignment 1

Lana Roelandts 220032777 MM311 Consumer Behaviour Assignment 1 Word Count: 1904

Lana Roelandts 220032777 MM311 Assignment 1

1. Variety seeking would possibly be better at demonstrating phone usage differences, as the three types of variety seeking are quite relevant to the mobile phone market. For example, exploratory purchase behaviour (Schiffman, OCass, Paladino, DAlessandro & Bednall, 2011: p. 93) could provide purchase patterns for individuals regarding the example provided in Schiffman et al, of switching brands to experience new and possibly better alternatives (Schiffman et al, 2011:p.93) as it demonstrates the willingness of consumers to try new and different mobile phones whenever they decide to purchase a new mobile phone. This could be valuable information for marketers as, many emerging smartphones currently in the market are interchangeable as many contain the same features such as high resolution cameras, Wi-Fi and internet connectability, social networking applications, MP3 capabilities, ample ringtones, as well as basic dialling and text messaging functions. For this reason, some consumers may not feel the need to be loyal to a Brand X because the phone from Brand Y has almost identical features and is priced the same.

Also mentioned in Schiffman et al, regarding another form of variety seeking, is useinnovativeness. (Schiffman et al, 2011: p. 93) This form of variety seeking is particularly relevant to technological products (Such as home electronics products, where some models offer an abundance of features and functions, while others contain only a few essential features and functions). (Schiffman et al, 2011: p. 93) Mobile phones fall into this category, as consumers have a choice between smartphones such as iPhones, Blackberries and more recently Nokias also, which contain a multitude of functions and features such as internet access, Wi-Fi connectability and an 8 mega pixel camera, available to consumers, or they can select a basic mobile phone with basic functions of just calling and text messaging. This is because researchers found that consumers with higher variety-seeking scores bought X 2

Lana Roelandts 220032777 MM311 Assignment 1 with more features than consumers with lower variety-seeking scores. (Ram & Hyung-Shik Jung, 1987: pp.85-9) Visualiser vs verbalisers (Schiffman et al, 2011: p. 93-4) is another means that could display the differences in mobile phone usage, because mobile phone usage requires both visual and verbal functions, therefore making it effective at measuring usage differences. In measuring, visualisers, who tend to be consumers who prefer visual information and products that stress the visual (Schiffman et al, 2011: p. 93) would be more drawn to features such as a high resolution camera, or a mobile phone that has interchangeable bright mobile phone covers or a large, bright screen display, whereas verbalisers, who tend to be consumers who prefer written or verbal information and products (Schiffman et al, 2011: p. 93) would be more interested in basic features such as making telephone calls and sending text messages. Verbalisers would probably also be interested in features such as internet connection to social networking sites, such as Facebook, Twitter and LinkedIn.

2. It is crucial that marketers have an understanding of personality traits and how they affect consumer behaviour because an individuals personality or personality traits have a direct influence upon their purchase and consumption choices.

When marketers approach the notion of personality, it is of the utmost importance that they understand the nature of personality (Schiffman et al, 2011, p.80) This is because in the study of personality, three distinct properties are of central importance... particularly to marketing and consumer researchers] (Schiffman et al, 2011, p.80) These three elements are: 1) personality reflects individual differences; 2) personality is consistent and enduring; and 3) personality can change. Personality reflects individual differences is important for marketers to understand, as they 3

Lana Roelandts 220032777 MM311 Assignment 1 must realise that not all consumers are created equally, and many have unique tastes and experiences that contribute to the structure of their personality. Therefore, products targeted at consumers must take into consideration individual differences in personality. In the case of the mobile phones, for example, all consumers are not the same and therefore will not require mobile phone usage for the same purposes. If marketers do not identify this, then it is likely that they will ineffectively target consumer groups and therefore not capture or maintain market share, and their marketing efforts will be futile.

Personality is consistent and enduring is another aspect of personality study worth mentioning as, if marketers identify that individual consumers have particular purchasing and consumption habits, then this can be utilised to target specific products to specific consumers. In the case of mobile phones, this could be of particular importance as, some consumers may have a particular preference to a particular mobile phone brand, therefore increasing the likelihood of brand loyalty for their next purchase. If marketers lose sight of their current market base, and focus solely on attracting new consumer groups, then current brand-loyal consumers may forget about the product and opt for a different mobile phone brand. However, in recognising this, marketers must also recognise that a consumers behaviour does vary considerably depending on a variety of different factors such as psychological, sociocultural, environmental and situational. (Schiffman et al, 2011: p. 80) Therefore marketers should not rely solely on personality in determining consumption patterns and behaviour. For example, an individual may have been brand loyal to a particular mobile phone brand, however a situational change may have occurred and the consumer has less money than previously to purchase a mobile phone, therefore opting for a different mobile phone brand. These kinds of factors must also be identified. 4

Lana Roelandts 220032777 MM311 Assignment 1

It is also important for marketers to realise that individuals personalities can change over time. Marketers must realise that consumers grow and develop throughout the course of their purchasing lives, and some major events may initiate a change in purchasing behaviours. For example, a consumer may previously have had a basic mobile phone that is designed purely to make and receive calls and send text messages, however the individual may have received a job promotion or opted for a career change, which therefore has instigated a requirement for a more technologically advanced mobile phone such as a Blackberry, which has the capability of scheduling and sending emails, vital to the consumers new job requirements.

Without identifying the different elements of personality, marketers will be unable to successfully target consumer groups and adequately convey their desired message to consumers.

3. Trait theory appears to be a popular approach in an attempt to understand consumer behaviour because, trait theory appears to be more objective when determining a persons personality, in comparison to Freudian and Neo-Freudian theories of personality. For example, the five factor model has been identified as one of the most influential of the trait theories(Schiffman et al, 2011, p.85), and operates on the basis of five dimensions that make up the basis for an individuals personality, and they are: neuroticism, extroversion, openness to experience, agreeableness and conscientiousness. These five factors are then measured on a scale from one to six. Neuroticism refers to the tendency to experience negative effects (Schiffman et al, 2011: p.86) and includes facets such as anxiety, anger hostility, depression, self-consciousness, 5

Lana Roelandts 220032777 MM311 Assignment 1 impulsiveness and vulnerability. (Schiffman et al, 2011: p. 86) Extroversion refers to the tendency to interact with the world (Schiffman et al, 2011: p. 86) and includes facets such as warmth, gregariousness, assertiveness, activity, excitementseeking and positive emotions (Schiffman et al, 2011, p. 86) Openness to experience refers to the tendency to seek a variety of experiences, to entertain novel ideas and unconventional values, and to experience both positive and negative emotions more keenly (Schiffman et al, 2011 : p.87) and includes facets such as fantasy, aesthetics, feelings, actions, ideas and values. (Schiffman et al, 2011: p. 87) Agreeableness refers to the tendency to move towards people and act kindly towards them (Schiffman et al, 2011: p. 87) and includes facets such as trust, straightforwardness, altruism, compliance, modesty and tender-mindedness (Schiffman et al, 2011: p. 87) Conscientiousness refers to the tendency to control impulses and pursue goals (Schiffman et al, 2011: p.87) and includes facets such as competence, order, dutifulness, achievementstriving, self-discipline and deliberation. (Schiffman et al, 2011: p. 87) Because these different aspect of personality can be measured in an objective manner, it makes this type of personality more popular to utilise in consumer behaviour research.

4. According to Schiffman et al, we develop our self-image through interactions with other people: initially our parents, then other individuals or groups with whom we relate over the years. (Schiffman et al, 2011: p. 104) Self-image is the way in which we as individuals perceive ourselves with regards to particular personality traits, relationships and behaviours.

When purchasing products and services, we evaluate them on the basis of their consistency (i.e congruence) with our personal picture or image of ourself. (Schiffman et al, 2011: p.104) 6

Lana Roelandts 220032777 MM311 Assignment 1 One consumer behaviour model depicts four specific kinds of self-image. (Schiffman et al, 2011: p. 104) These four types are:

1) actual self-image (i.e. how consumers see themselves), 2) ideal self-image (i.e. how consumers would like to see themselves), 3) social self-image (i.e. how consumers feel others see them) and 4) ideal social self-image (i.e. how consumers would like others to see them) (Schiffman et al, 2011: p. 104-5)

Self-image is important for marketers, especially in the case of mobile phones because marketers must display this congruence between the consumers self-image and the mobile phone that they are marketing. For example, marketing a Blackberry might be identifying the association between the product and consumer as chic and well organised. If a consumer perceives themself in this manner than they may be more willing to purchase the Blackberry. 5. Marketers can use concepts such as personality and self-concept in marketing products like perfume and cars because these types of products have a high association to individuals i.e. many consumers view these products as an extension of themselves, therefore they should be marketed in that way. For example, a male consumer aged late thirties to early forties, single and with a high disposable income may choose to purchase a car that he considers to reflect his life and lifestyle, such as a convertible sports car. This example makes the assumption that the consumer believes that his actual self-image and his social self-image are congruent with his purchasing choice. This marketing tactic appeals to the consumers personality, making them believe that their brand will help them in attaining their ideal selfimage and ideal social self-image, as the car is directly linked to their self-worth and

Lana Roelandts 220032777 MM311 Assignment 1 personality.

With regards to perfume, the same approach applies. Marketers appeal to consumers based on the experience the consumer hopes to achieve from using the particular product. For example, using the neuroticism scale of the five factor model, a consumer with high scale neuroticism may purchase a particular perfume brand because they believe it will make them less self-conscious and less anxious, and make them more extroverted, therefore helping them to attain their ideal self-image and their ideal social self-image.

Many female consumers also purchase perfumes that they feel are more congruent with their own personality, for example, Vera Wangs fragrance for women Glam Princess is a very sweet smelling fragrance. A woman who believes that she herself is very sweet and sexy would be more likely to buy this type of fragrance, as she feels that this is compatible with the way she views herself and her personality. Perfume is a way for women to express themselves, so they tend to choose fragrances that will also convey the way that she wants to be viewed by others.

Lana Roelandts 220032777 MM311 Assignment 1 References Schiffman, L., OCass, A., Paladino, A., DAlessandro, S. & Bednall, D., 2011, Consumer Behaviour, 5th Ed, Pearson Australia, Frenchs Forest, NSW Ram, S. & Hyung-Shik Jung, How does variety seeking affect product usage?, in Jon M. Hawes and George B. Gilson (eds), Developments in Marketing Science, 10 (Akron, OH: Academy of Marketing Science, 1987), pp.85-9.

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