Consumer Decision Making: Softsoap
Paper #1
3/14/14
[Student name removed for privacy]
Executive Summary:
Body wash is a product that just about everyone uses on a daily basis. It is not an expensive product and it is something that you buy quite often. When you run out of one body wash you must go to the store and pick another one. It may sound easy but there are many decision making steps that go along with choosing the right one for you. You don’t just have to go through the decision making process steps. You also have to look into specifics about the brand and product. It is about how the product makes you feel, how you connect with the product. You may not know, but your personality can influence your decision. It can make you pick one brand of body wash over another. Other factors such as the look, smell, knowledge and attitude can also affect your decision. I ended up going with Softsoap. It was not the cheapest or most expensive when it came to price. I went with a product that was very appealing and attractive to me, the one that I heard good things about. I didn’t have any problem when it came to finding or making my purchase. It is a common product that you can find at any local drugstore or supermarket. Since the product is cheap and one I buy often I didn’t have to worry too much about what to do if I didn’t like it. I am glad I made my decision and went with Softsoap. It was a great quality product and had everything in it that I wanted. It also gave me things that I didn’t think it would, for example it made me feel a little fancier since it wasn’t the boring cheap Suave. The process in choosing the right body wash went very smoothly and in the end I believe I made a great choice in choosing Softsoap.
Table of Contents
Executive Summary 2
Introduction 4
Decision Making Process 4
Attitudes towards the Product 6
Affect, Cognition, Behavior 7
Perception and Reality 7
Attention 8
Memory, Retention, Learning 8
Motivation 9
Personality 9
Involvement level 10
Intentions 10
Knowledge 10
Judgment 10
Summary/Conclusion 11
References 12
Introduction:
I had to make a decision after figuring out my body wash was empty. I became a customer and had to make the decision as to which brand and product to buy. I wanted to make sure that I went through all the steps of the decision making process. I had my need, then had to do some research, weigh my options, make my choice and evaluate. I also looked at specific features in the consumer decision making process. When looking at the different body washes. I wanted a product that was of good quality. I didn’t want it to be too watery. I also wanted to pay close attention to the price. I didn’t want something above $4. I think that is too much for something that you have to buy all the time, and since I am a young college student, I do not have a ton of money. Body wash is a product that I use every day. It is something that I buy often and that also must smell good to give me extra confid.
Wecker Corporation uses the following activity rates from its ac.docxmelbruce90096
Wecker Corporation uses the following activity rates from its activity-based costing to assign overhead costs to products:
Activities
Activity Rate
Setting up batches
$85.25
per batch
Processing customer orders
$76.21
per customer order
Assembling products
$11.31
per assembly hour
Data concerning two products appear below:
Product V09X
Product A09X
Number of batches
71
14
Number of customer orders
22
11
Number of assembly hours
494
699
How much overhead cost would be assigned to Product V09X using the activity-based costing system?
$172.77
$146,481.61
$13,316.51
$6,052.75
2.
The controller of Ferrence Company estimates the amount of materials handling overhead cost that should be allocated to the company's two products using the data that are given below:
Wall Mirrors
Specialty Windows
Total expected units produced
7,900
2,800
Total expected material moves
790
990
Direct labor-hours per unit
6
5
The total materials handling cost for the year is expected to be $18,964.40.
If the materials handling cost is allocated on the basis of direct labor-hours, how much of the total materials handling cost should be allocated to the wall mirrors? (Round your intermediate calculation to four decimal places. Round your final answer to nearest whole dollar.)
$47,400
$14,642
$10,317
$9,482
3.
Addy Company has two products: A and B. The annual production and sales of Product A is 2,450 units and of Product B is 1,850 units. The company has traditionally used direct labor-hours as the basis for applying all manufacturing overhead to products. Product A requires 0.3 direct labor-hours per unit and Product B requires 0.6 direct labor-hours per unit. The total estimated overhead for next period is $107,100.
The company is considering switching to an activity-based costing system for the purpose of computing unit product costs for external reports. The new activity-based costing system would have three overhead activity cost pools--Activity 1, Activity 2, and General Factory--with estimated overhead costs and expected activity as follows:
Activities
Estimated Overhead
cost
Expected Activity
Product A
Product B
Total
Activity 1
$33,094
1,750
1,350
3,100
Activity 2
18,850
2,450
950
3,400
General Factory
55,156
735
1,110
1,845
Total
$107,100
(Note: The General Factory activity cost pool's costs are allocated on the basis of direct labor-hours.)
The predetermined overhead rate under the traditional costing system is closest to:
rev: 11_16_2012
$5.54
$29.89
$58.05
$10.68
4.
Accola Company uses activity-based costing. The company has two products: A and B. The annual production and sales of Product A is 1,800 units and of Product B is.
This document provides information about decision making and outlines the steps in the decision making process. It discusses defining a problem, outlining options, identifying outcomes of each option, taking action, and acting on the decision. An example is provided of making an ice cream choice at the mall and dealing with an emergency medical decision about removing an inflamed appendix. The key steps in decision making are identified as getting information, making choices, considering consequences, and acting on the decision. The reader is encouraged to be involved in decisions that affect them.
The document is a summary of an investigatory project on the buying process of a customer. It discusses the customer's need for shampoo, information gathering from family and friends, evaluation of an already used product as satisfying, continued purchase of the product due to satisfaction, choice based on price and availability, satisfaction without side effects, and loyalty through searching for the product rather than immediately choosing another.
We know brick-and-mortar retailers continue to lose share to eCommerce, but there is an emerging trend in social selling that threatens both. Learn what drives people to purchase products through friends and social channels versus traditional retail outlets.
Buying behavior can vary based on location, individual, and type of product. Complex buying behavior occurs when multiple people are involved in the purchasing decision and more deliberation is required. Consumers exhibit complex buying when highly involved in an expensive, infrequent, or risky purchase where brands differ significantly. Variety-seeking behavior occurs when involvement is low but brands vary. Dissonance-reducing behavior happens when a consumer is highly involved but sees little brand difference. Marketers should focus on the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Buying behavior can vary based on location, individual, and type of product. Complex buying behavior occurs when multiple people are involved in the purchasing decision and more deliberation is required. Consumers exhibit complex buying when highly involved in an expensive, infrequent, or risky purchase where brands differ significantly. Variety-seeking behavior involves low involvement but differences between brands, so consumers try different options. The five stages of the buying decision process are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation, but some stages may be skipped for routine purchases.
The document is a consumption journal containing entries from June 2nd to June 29th. Each entry details a product purchased, where and why it was purchased, and the feelings, thoughts, and actions associated with the purchase. Some notable purchases include Patanjali cornflakes, Cycle agarbatti, a Hit spray to deal with cockroaches, textbooks for class, Dove shampoo when the preferred brand was unavailable, and Topramen noodles to replace Maggi. Feelings on purchases ranged from excitement to try new products to disappointment when preferred brands were unavailable.
The student completed a passion project researching natural beauty products and ingredients. She chose to focus on lip balm, hand scrub, and body scrub. Through research and planning, she learned about beneficial and harmful ingredients. She documented her findings in a research book. Though her lip scrub failed, she successfully created the other products using ingredients she researched. Overall, she gained knowledge about healthy skin ingredients that will help her in life.
Wecker Corporation uses the following activity rates from its ac.docxmelbruce90096
Wecker Corporation uses the following activity rates from its activity-based costing to assign overhead costs to products:
Activities
Activity Rate
Setting up batches
$85.25
per batch
Processing customer orders
$76.21
per customer order
Assembling products
$11.31
per assembly hour
Data concerning two products appear below:
Product V09X
Product A09X
Number of batches
71
14
Number of customer orders
22
11
Number of assembly hours
494
699
How much overhead cost would be assigned to Product V09X using the activity-based costing system?
$172.77
$146,481.61
$13,316.51
$6,052.75
2.
The controller of Ferrence Company estimates the amount of materials handling overhead cost that should be allocated to the company's two products using the data that are given below:
Wall Mirrors
Specialty Windows
Total expected units produced
7,900
2,800
Total expected material moves
790
990
Direct labor-hours per unit
6
5
The total materials handling cost for the year is expected to be $18,964.40.
If the materials handling cost is allocated on the basis of direct labor-hours, how much of the total materials handling cost should be allocated to the wall mirrors? (Round your intermediate calculation to four decimal places. Round your final answer to nearest whole dollar.)
$47,400
$14,642
$10,317
$9,482
3.
Addy Company has two products: A and B. The annual production and sales of Product A is 2,450 units and of Product B is 1,850 units. The company has traditionally used direct labor-hours as the basis for applying all manufacturing overhead to products. Product A requires 0.3 direct labor-hours per unit and Product B requires 0.6 direct labor-hours per unit. The total estimated overhead for next period is $107,100.
The company is considering switching to an activity-based costing system for the purpose of computing unit product costs for external reports. The new activity-based costing system would have three overhead activity cost pools--Activity 1, Activity 2, and General Factory--with estimated overhead costs and expected activity as follows:
Activities
Estimated Overhead
cost
Expected Activity
Product A
Product B
Total
Activity 1
$33,094
1,750
1,350
3,100
Activity 2
18,850
2,450
950
3,400
General Factory
55,156
735
1,110
1,845
Total
$107,100
(Note: The General Factory activity cost pool's costs are allocated on the basis of direct labor-hours.)
The predetermined overhead rate under the traditional costing system is closest to:
rev: 11_16_2012
$5.54
$29.89
$58.05
$10.68
4.
Accola Company uses activity-based costing. The company has two products: A and B. The annual production and sales of Product A is 1,800 units and of Product B is.
This document provides information about decision making and outlines the steps in the decision making process. It discusses defining a problem, outlining options, identifying outcomes of each option, taking action, and acting on the decision. An example is provided of making an ice cream choice at the mall and dealing with an emergency medical decision about removing an inflamed appendix. The key steps in decision making are identified as getting information, making choices, considering consequences, and acting on the decision. The reader is encouraged to be involved in decisions that affect them.
The document is a summary of an investigatory project on the buying process of a customer. It discusses the customer's need for shampoo, information gathering from family and friends, evaluation of an already used product as satisfying, continued purchase of the product due to satisfaction, choice based on price and availability, satisfaction without side effects, and loyalty through searching for the product rather than immediately choosing another.
We know brick-and-mortar retailers continue to lose share to eCommerce, but there is an emerging trend in social selling that threatens both. Learn what drives people to purchase products through friends and social channels versus traditional retail outlets.
Buying behavior can vary based on location, individual, and type of product. Complex buying behavior occurs when multiple people are involved in the purchasing decision and more deliberation is required. Consumers exhibit complex buying when highly involved in an expensive, infrequent, or risky purchase where brands differ significantly. Variety-seeking behavior occurs when involvement is low but brands vary. Dissonance-reducing behavior happens when a consumer is highly involved but sees little brand difference. Marketers should focus on the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
Buying behavior can vary based on location, individual, and type of product. Complex buying behavior occurs when multiple people are involved in the purchasing decision and more deliberation is required. Consumers exhibit complex buying when highly involved in an expensive, infrequent, or risky purchase where brands differ significantly. Variety-seeking behavior involves low involvement but differences between brands, so consumers try different options. The five stages of the buying decision process are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation, but some stages may be skipped for routine purchases.
The document is a consumption journal containing entries from June 2nd to June 29th. Each entry details a product purchased, where and why it was purchased, and the feelings, thoughts, and actions associated with the purchase. Some notable purchases include Patanjali cornflakes, Cycle agarbatti, a Hit spray to deal with cockroaches, textbooks for class, Dove shampoo when the preferred brand was unavailable, and Topramen noodles to replace Maggi. Feelings on purchases ranged from excitement to try new products to disappointment when preferred brands were unavailable.
The student completed a passion project researching natural beauty products and ingredients. She chose to focus on lip balm, hand scrub, and body scrub. Through research and planning, she learned about beneficial and harmful ingredients. She documented her findings in a research book. Though her lip scrub failed, she successfully created the other products using ingredients she researched. Overall, she gained knowledge about healthy skin ingredients that will help her in life.
The document discusses whether GNLD products are expensive. It notes that while some products may cost more than generic brands, many customers found GNLD products to be more effective. It also addresses concerns around multi-level marketing, clarifying that GNLD uses direct selling which is a legal form of marketing that allows one-on-one explanation of products. The document advocates that direct selling provides independence and an opportunity to build a business without overhead costs.
The document provides an overview of key concepts related to consumer buying behaviour including:
1. Consumer behaviour involves the processes of acquiring, using, and disposing of goods and services, and can be influenced by cultural, social, personal and psychological factors.
2. Studying consumer behaviour helps organizations understand customers to better achieve their objectives and influence economic and social conditions.
3. Consumer decision making can range from routine to extensive processes depending on the product, and can be impacted by circumstances.
4. Understanding consumer habits, motives, decision processes and influences is important for marketers to maximize sales and profits.
Robert Wood Johnson and his brothers founded Johnson & Johnson in 1886 to create surgical dressings and antiseptics. It later expanded into baby care products and became a global leader. In India, it started operations in 1948 and now employs over 2000 people across consumer, medical, and pharmaceutical segments. Johnson & Johnson India is recognized for high quality products and its corporate social responsibility efforts. The document then provides details about Johnson & Johnson's consumer health care and baby care products in India like Johnson's Baby Lotion.
Anyone who is into marketing knows the struggles, the tools needed, and what makes it a success. Or do we? Sometimes we think we know, until, doing it becomes more of a task than we thought. No visitors, tons of traffic and no sales, and even lack of discipline creates frustration. One of the things I have learned throughout my journey, you can't reinvent the wheel. Do what works for others. There is a reason so many do it similar, it works! Now that I have found success, I'm striving to share it with others, the way others shared it with me. I am thankful they did share there tools and experience, instead of keeping it to themselves.
Different generations, Different purchase decisionsSKIM
Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam
In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness.
Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations?
This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!
The document discusses Lush and how it appeals to customers' self-image and personality traits. It analyzes how Lush products tap into consumers' desires according to Freudian theory and appeals to their "Id" system. Lush also aims to appease customers' "Superego" through its ethical business practices. This allows customers' "Ego" to justify the purchase. The document also examines how Lush cultivates personality traits in its brand and how it positions itself as sincere, exciting, and environmentally friendly to attract innovative customers who are willing to try new products.
Consumer behavior studies how consumers make purchase decisions by examining their psychological, functional, physical, and economic needs. The consumer decision process involves need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Maslow's hierarchy of needs argues that people are motivated to satisfy lower level needs like food and shelter before higher level needs like esteem and self-actualization. Understanding consumer behavior allows marketers to tailor products, services, marketing strategies, and the consumer experience to better satisfy consumer needs and wants.
Example Student Response to Discussion Post AnswerQuestion 1 -.docxgitagrimston
Example Student Response to Discussion Post Answer
Question 1 -
It sounds like you and your wife did a lot of homework in finding your car seat, including gathering information from various sources from personal, to commercial to public! I think in this situation though, information search via experiential sources would benefit you as well. Actually using the products that could be identified as alternatives would be a great way to gather information on what attributes are most important to you and your wife. Taking a friends child, with their permission of course, and going through a few motions you would typically do yourself, like getting the baby in the car seat, from the car seat to the stroller etc. would be a great way to evaluate each option. Just like you would test drive a car by actually being behind the wheel, I think this type of information search, and in turn, evaluation of alternatives could have greatly helped the purchase decision process.
Also, I wonder if any intervening factors came into play in the purchase decision. I know with major purchases, the factor of attitudes of others, usually will intervene for my husband, meaning his “motivation to comply with other person’s wishes” (second type of this factor from Kotler and Keller, 2016). It ends up he usually agrees with what I want! In this situation, I wouldn’t be surprised if maybe you were influenced by your wife’s preference as well, and were more likely to go with what she wants. Overall I am sure you made the right choice and will be interested to see what you think of it once it is truly in use!
Question 2 –
For your VALS results, I find it interesting that you do not completely agree with the results. I myself found my results to be quite accurate. Since of course I don’t know you well I can’t comment on whether or not I agree with yours, but maybe taking the two results and combining them might provide a better understanding. For example, with you saying you do not worry about trends, which is an Experiencer trait, it might relate to the Innovator trait of being confident to experiment and looking toward the future. You might not be worrying about the trends or actively following them, but in your actions of experimenting, you maybe are a part of starting the trend which you don’t realize. Just something to think about for how that particular result came about.
Assignment: Read the discussion questions and answers below and write a written response (at least half page, single space for each answer) by working in the textbook pdfs (see attachments labeled pg 172-178 and pg 258-259, be sure to use them as references at least once in each of your responses). If you need to see a student example (do not use this answer, this is just for reference) of a response to a discussion post by another student, see attachment that’s labeled “Response Post”.
Question 1: Discuss the five stages of the Buying Decision Process by applying them to an example of ...
Assignment needs to make sure it relates to this week’s readings a.docxrock73
Assignment needs to make sure it relates to this week’s readings and lecture. The assignment also needs demonstrate an understanding of lesson concept and clearly present well-reasoned ideas and concepts.
Consumer Decision Making
Welcome class to week six of the course, we only have three weeks left to go, yeah. We have officially covered over the last five weeks the foundations of what marketing is, along with discussing in depth the elements (four P’s) of the marketing mix. This week, we are going to discover what I like to call the fifth P of the marketing mix, “people.” We are going to learn all about the consumer this week and the vital role “People,” also known as the consumers play within the wonderful world of marketing. Let’s not waste anymore time and jump right into the role of a consumer.
The Importance of Understanding Consumer Behavior
Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior. Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services. Understanding how consumers make purchase decisions can help marketing managers know how to meet the demands, needs, and criterion of the consumer.
The Consumer Decision Making Process
When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process, a five-step process used by consumers when buying goods or services. The five steps of the consumer decision-making process are: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior.
These five steps represent a general process that can be used as a guide for studying how consumers make decisions. It is important to note, though that consumers’ decisions do not always proceed in order through all of these steps. In fact, the consumer may end the process at any time or may not even make a purchase. Let’s discuss the five steps of the consumer decision-making process in greater detail.
1. Need Recognition
The first stage in the consumer decision-making process is need recognition. Need recognition is the result of an imbalance between actual and desired states. The imbalance arouses and activates the consumer decision-making process. Need recognition is triggered when a consumer is exposed to either an internal or an external stimulus, which is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
Internal stimuli are occurrences you experience such as hunger or thirst. External stimuli are influences from an outside source such as someone’s recommendation of a new restaurant, the color of an automobile, the design of a package, a brand name mentioned by a friend, or a ...
The document outlines the key steps in a consumer's decision-making process: need recognition, information search, evaluation of alternatives, purchase and consumption, and post-purchase evaluation. It discusses factors that influence each step, including psychological factors (motives, attitudes, perceptions), social factors (family, culture), situational factors (environment at time of purchase), and elements of the marketing mix (product, price, place, promotion). Understanding the complex consumer decision process can help marketers develop effective strategies to meet consumer needs and influence purchase decisions.
The document outlines the key steps in a consumer's decision-making process: need recognition, information search, evaluation of alternatives, purchase and consumption, and post-purchase evaluation. It discusses factors that influence each step, including psychological factors like motives, attitudes, and lifestyle; social factors like family and culture; situational factors like the purchase environment; and aspects of the marketing mix like product, price, and promotion. Understanding the complex consumer decision process can help marketers develop effective strategies to meet consumer needs.
The document is a research paper by Arielle De Fiore on the topic of skin care. It discusses her previous poor skin care habits and how she learned the importance of proper skin care. She conducted a study using three volunteers who tried different Mary Kay skin care products for two months. The study analyzed how the products affected the volunteers' skin over time based on weekly photos and journals. De Fiore concluded that maintaining healthy skin requires simple daily cleansing, moisturizing and a good diet. While she found skin care interesting, she learned it is not a career path she wishes to pursue long term.
The document discusses 5 products owned by the author and how their perceived values and influences affected the decision to purchase each one. The products are an Ovation guitar, a Dell laptop, a Vapur water bottle, Converse shoes, and Mentos gum. For each product the author discusses how advertising techniques associated the products with values like individuality, accomplishment, health, and creativity, as well as influences like recommendations, peer pressure, and personal values.
This document discusses self-advocacy and preparing for an IPP (Individual Program Plan) meeting. It defines self-advocacy as confidently speaking up for one's needs and wants. The document provides steps to prepare for an IPP meeting, including identifying one's strengths, goals, important things, and who to go to for advice. The overall message is that self-advocacy and preparation can help one better communicate what they want at an IPP meeting.
The document outlines a 5-step consumer decision making process: 1) need recognition, 2) information search, 3) alternative evaluation, 4) purchase and consumption, and 5) post-purchase evaluation. It then discusses factors like psychological, social, and situational influences that can affect the consumer search process. Finally, it notes that understanding consumer behavior is important for marketing but people don't always follow a strict process and undesirable behavior can negatively impact brands through bad word-of-mouth.
The document provides testimonials from real customers about their experiences using various It Works! products. Customers describe positive results such as weight loss, improved skin appearance, reduced stress and better digestive health from products like Ultimate Body Applicator, Facial Applicator, Confianza, Fat Fighter, and Regular. One customer lost 25 pounds in 3.5 months and went from a size 14 to 8 using New You 3.0 and other It Works! products.
The document discusses green marketing and consumer acceptance of green products. It provides an overview of The Body Shop, including its founding, social activism, and product positioning as organic and against animal testing. Research gaps are identified around the link between green attitudes and purchase behavior. A study was conducted with 102 respondents through online forms and interviews at stores. Key findings include that over half consider environmental friendliness when buying cosmetics but it may not determine purchase. The Body Shop has strong brand recall and is seen as premium but expensive. While animal testing is a preference, quality is the primary purchase driver.
CCNY's BIC Consumer Behavior and Persuasion course, taught by Zontee Hou, challenged students to select a company of choice, develop 1-3 consumer profiles (exploring behaviors, path to purchase and motivation for buying) for the target audience of the company, and lastly determine the key consumer insight and 2-3 channels through which we'd recommend communicating with them.
After exploring 3 different consumer profiles, I chose to focus on Karen. Karen is a user that I classified as a "secret user" of Poo Pourri struggling with 'poop anxiety'. I walked the class through Karen's lifestyle and shopping behavior, followed by my view of Poo Pourri's objective and role of communications in her day-to-day life. After reviewing Karen's path to purchase, and the optimal touch points for communicating with her, Consideration and Education, I presented some mockup applications of Poo Pourri at those touch points.
The final product was a 12-minute presentation detailing the final strategy; target consumer, his/her path to purchase, and the 2-3 touch point communications for maximum impact.
Semester: Spring 2014
The document discusses the 2-minute rule for developing new habits. It states that the rule has two parts: 1) If a new task takes less than two minutes, do it immediately, and 2) When starting a new habit, the task should take less than two minutes to perform. Examples provided are eating one piece of fruit or writing one sentence to start healthier eating and writing habits, respectively. The document emphasizes that the most important part of forming new habits is getting started each time, not just the first time.
PART 1 HERO’S JOURNEY STEP 1 Story Sometimes we do not reali.docxdanhaley45372
PART 1: HERO’S JOURNEY
STEP 1: Story
Sometimes we do not realize how much pressure we are under until it is released. Often times parents do not realize the burden they are placing on their children with their high expectations. They believe what they are doing is best for their children and most of the time it is; however, it is not always the case. I grew up in a household which placed great importance on education. The problem was not the need for education, but the subtle demands to be at the top. As siblings, we subconsciously started to compete with each other, none of us realized how detrimental it was to us, including our parents. At one time or another most of us thought that whoever got better grades would be better liked by our parents. I think even my parents failed to see what they were doing. In their passion for the best, they were burdening us from a very young age.
Everything changed when I decided that I no longer wished to follow the path set by my parents. The realization was both freeing and condemning at the same time. I was afraid to go against the wishes of my parents on something this big. I have been under pressure from my parents to pursue medicine as a profession. I realized I had to put a stop to this before I ended up doing something I was not good at or worse hated doing. In the end, once the realization set in, the decision was easy to make. However, the problem was not making the decision, the problem was following through with it. I was afraid to disappoint my parents, afraid the change would not be well received, and there were a number of what-ifsthat made me want to back out. But in the end, I decided to stick with my decision to not pursue medicine and so I discussed this decision with my parents. The relief I felt after making my own decision was a point of fundamental change in my life. This was a turning point in my life that I will never forget. Beforehand, I followed my parent’s plan and burdened myself with their expectations. I hadn’t realized that making my own life choices could be this freeing.
STEP 2: Hero’ Journey Stages
Based on the first stage of the Hero’s journey; I had limited awareness of the problem I was in when I was ready to follow my parent’s wish for me to become a doctor. I was unaware that there was something else I could do and other professions I could explore. I was in the second stage when I started realizing that something needed to change, I could no longer follow the path set for me. I was more interested in business related subjects, news, and articles than medical ones. Knowing the way my parents think, I knew that if I brought up this issue that there would be a huge problem and I was worried I would let them down and become a “bad example” to my siblings- as they would say. I was worried that my parents would not understand my point of view. I was afraid they would not understand that I would not succeed in the medical field and was worried that had I not listened t.
You have been chosen to present in front of your local governing boa.docxmaxinesmith73660
You have been chosen to present in front of your local governing board (county commission, city council, etc.) to outline the prevention and preparedness programs that should be implemented in your community.
Create a PowerPoint presentation consisting of 8−10 slides (excluding the title slide, table of contents slide, and references slide) that covers the following:
Evaluation of the threats specific to your community (man-made and natural)
Threat mitigation techniques that should be incorporated
Important partnerships that should be maintained with both public and private entities
Cost effectiveness of mitigation versus the expense of response to an incident
Business continuity considerations for returning government services to normal operations
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You have been charged with overseeing the implementation of cybersecurity best practices for EnergyA. In this course, you examined 10 design and security principles (Deception, Separation, Diversity, Commanlity, Depth, Discretion, Collection, Correlation, Awareness, Response) in the context of national and critical infrastructure protection
.
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1. Consumer behaviour involves the processes of acquiring, using, and disposing of goods and services, and can be influenced by cultural, social, personal and psychological factors.
2. Studying consumer behaviour helps organizations understand customers to better achieve their objectives and influence economic and social conditions.
3. Consumer decision making can range from routine to extensive processes depending on the product, and can be impacted by circumstances.
4. Understanding consumer habits, motives, decision processes and influences is important for marketers to maximize sales and profits.
Robert Wood Johnson and his brothers founded Johnson & Johnson in 1886 to create surgical dressings and antiseptics. It later expanded into baby care products and became a global leader. In India, it started operations in 1948 and now employs over 2000 people across consumer, medical, and pharmaceutical segments. Johnson & Johnson India is recognized for high quality products and its corporate social responsibility efforts. The document then provides details about Johnson & Johnson's consumer health care and baby care products in India like Johnson's Baby Lotion.
Anyone who is into marketing knows the struggles, the tools needed, and what makes it a success. Or do we? Sometimes we think we know, until, doing it becomes more of a task than we thought. No visitors, tons of traffic and no sales, and even lack of discipline creates frustration. One of the things I have learned throughout my journey, you can't reinvent the wheel. Do what works for others. There is a reason so many do it similar, it works! Now that I have found success, I'm striving to share it with others, the way others shared it with me. I am thankful they did share there tools and experience, instead of keeping it to themselves.
Different generations, Different purchase decisionsSKIM
Presented by Robert Dossin, Client Solutions Director Europe at SKIM | Rotterdam
In the context of purchasing skin care products, we asked 500 consumers in the US, 400 in Germany, and 400 in South Korea how they would rank different sources of information on key dimensions such as Honesty, Expertise and Trustworthiness.
Many results are counter intuitive! We already knew that Baby Boomers do not trust information on Facebook or Twitter, but did you know that Millennials equally rely on product reviews compared to their elderly generations?
This and many more facts about the different generations were presented at the Healthy Ageing conference in Amsterdam. Strategic marketers in health markets can learn and understand how to be more aligned with this growing target group and close the gap between – young marketer – and old (and healthy) consumer!
The document discusses Lush and how it appeals to customers' self-image and personality traits. It analyzes how Lush products tap into consumers' desires according to Freudian theory and appeals to their "Id" system. Lush also aims to appease customers' "Superego" through its ethical business practices. This allows customers' "Ego" to justify the purchase. The document also examines how Lush cultivates personality traits in its brand and how it positions itself as sincere, exciting, and environmentally friendly to attract innovative customers who are willing to try new products.
Consumer behavior studies how consumers make purchase decisions by examining their psychological, functional, physical, and economic needs. The consumer decision process involves need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation. Maslow's hierarchy of needs argues that people are motivated to satisfy lower level needs like food and shelter before higher level needs like esteem and self-actualization. Understanding consumer behavior allows marketers to tailor products, services, marketing strategies, and the consumer experience to better satisfy consumer needs and wants.
Example Student Response to Discussion Post AnswerQuestion 1 -.docxgitagrimston
Example Student Response to Discussion Post Answer
Question 1 -
It sounds like you and your wife did a lot of homework in finding your car seat, including gathering information from various sources from personal, to commercial to public! I think in this situation though, information search via experiential sources would benefit you as well. Actually using the products that could be identified as alternatives would be a great way to gather information on what attributes are most important to you and your wife. Taking a friends child, with their permission of course, and going through a few motions you would typically do yourself, like getting the baby in the car seat, from the car seat to the stroller etc. would be a great way to evaluate each option. Just like you would test drive a car by actually being behind the wheel, I think this type of information search, and in turn, evaluation of alternatives could have greatly helped the purchase decision process.
Also, I wonder if any intervening factors came into play in the purchase decision. I know with major purchases, the factor of attitudes of others, usually will intervene for my husband, meaning his “motivation to comply with other person’s wishes” (second type of this factor from Kotler and Keller, 2016). It ends up he usually agrees with what I want! In this situation, I wouldn’t be surprised if maybe you were influenced by your wife’s preference as well, and were more likely to go with what she wants. Overall I am sure you made the right choice and will be interested to see what you think of it once it is truly in use!
Question 2 –
For your VALS results, I find it interesting that you do not completely agree with the results. I myself found my results to be quite accurate. Since of course I don’t know you well I can’t comment on whether or not I agree with yours, but maybe taking the two results and combining them might provide a better understanding. For example, with you saying you do not worry about trends, which is an Experiencer trait, it might relate to the Innovator trait of being confident to experiment and looking toward the future. You might not be worrying about the trends or actively following them, but in your actions of experimenting, you maybe are a part of starting the trend which you don’t realize. Just something to think about for how that particular result came about.
Assignment: Read the discussion questions and answers below and write a written response (at least half page, single space for each answer) by working in the textbook pdfs (see attachments labeled pg 172-178 and pg 258-259, be sure to use them as references at least once in each of your responses). If you need to see a student example (do not use this answer, this is just for reference) of a response to a discussion post by another student, see attachment that’s labeled “Response Post”.
Question 1: Discuss the five stages of the Buying Decision Process by applying them to an example of ...
Assignment needs to make sure it relates to this week’s readings a.docxrock73
Assignment needs to make sure it relates to this week’s readings and lecture. The assignment also needs demonstrate an understanding of lesson concept and clearly present well-reasoned ideas and concepts.
Consumer Decision Making
Welcome class to week six of the course, we only have three weeks left to go, yeah. We have officially covered over the last five weeks the foundations of what marketing is, along with discussing in depth the elements (four P’s) of the marketing mix. This week, we are going to discover what I like to call the fifth P of the marketing mix, “people.” We are going to learn all about the consumer this week and the vital role “People,” also known as the consumers play within the wonderful world of marketing. Let’s not waste anymore time and jump right into the role of a consumer.
The Importance of Understanding Consumer Behavior
Consumers’ product and service preferences are constantly changing. Marketing managers must understand these desires in order to create a proper marketing mix for a well-defined market. So it is critical that marketing managers have a thorough knowledge of consumer behavior. Consumer behavior describes how consumers make purchase decisions and how they use and dispose of the purchased goods or services. Understanding how consumers make purchase decisions can help marketing managers know how to meet the demands, needs, and criterion of the consumer.
The Consumer Decision Making Process
When buying products, particularly new or expensive items, consumers generally follow the consumer decision-making process, a five-step process used by consumers when buying goods or services. The five steps of the consumer decision-making process are: (1) need recognition, (2) information search, (3) evaluation of alternatives, (4) purchase, and (5) post-purchase behavior.
These five steps represent a general process that can be used as a guide for studying how consumers make decisions. It is important to note, though that consumers’ decisions do not always proceed in order through all of these steps. In fact, the consumer may end the process at any time or may not even make a purchase. Let’s discuss the five steps of the consumer decision-making process in greater detail.
1. Need Recognition
The first stage in the consumer decision-making process is need recognition. Need recognition is the result of an imbalance between actual and desired states. The imbalance arouses and activates the consumer decision-making process. Need recognition is triggered when a consumer is exposed to either an internal or an external stimulus, which is any unit of input affecting one or more of the five senses: sight, smell, taste, touch, and hearing.
Internal stimuli are occurrences you experience such as hunger or thirst. External stimuli are influences from an outside source such as someone’s recommendation of a new restaurant, the color of an automobile, the design of a package, a brand name mentioned by a friend, or a ...
The document outlines the key steps in a consumer's decision-making process: need recognition, information search, evaluation of alternatives, purchase and consumption, and post-purchase evaluation. It discusses factors that influence each step, including psychological factors (motives, attitudes, perceptions), social factors (family, culture), situational factors (environment at time of purchase), and elements of the marketing mix (product, price, place, promotion). Understanding the complex consumer decision process can help marketers develop effective strategies to meet consumer needs and influence purchase decisions.
The document outlines the key steps in a consumer's decision-making process: need recognition, information search, evaluation of alternatives, purchase and consumption, and post-purchase evaluation. It discusses factors that influence each step, including psychological factors like motives, attitudes, and lifestyle; social factors like family and culture; situational factors like the purchase environment; and aspects of the marketing mix like product, price, and promotion. Understanding the complex consumer decision process can help marketers develop effective strategies to meet consumer needs.
The document is a research paper by Arielle De Fiore on the topic of skin care. It discusses her previous poor skin care habits and how she learned the importance of proper skin care. She conducted a study using three volunteers who tried different Mary Kay skin care products for two months. The study analyzed how the products affected the volunteers' skin over time based on weekly photos and journals. De Fiore concluded that maintaining healthy skin requires simple daily cleansing, moisturizing and a good diet. While she found skin care interesting, she learned it is not a career path she wishes to pursue long term.
The document discusses 5 products owned by the author and how their perceived values and influences affected the decision to purchase each one. The products are an Ovation guitar, a Dell laptop, a Vapur water bottle, Converse shoes, and Mentos gum. For each product the author discusses how advertising techniques associated the products with values like individuality, accomplishment, health, and creativity, as well as influences like recommendations, peer pressure, and personal values.
This document discusses self-advocacy and preparing for an IPP (Individual Program Plan) meeting. It defines self-advocacy as confidently speaking up for one's needs and wants. The document provides steps to prepare for an IPP meeting, including identifying one's strengths, goals, important things, and who to go to for advice. The overall message is that self-advocacy and preparation can help one better communicate what they want at an IPP meeting.
The document outlines a 5-step consumer decision making process: 1) need recognition, 2) information search, 3) alternative evaluation, 4) purchase and consumption, and 5) post-purchase evaluation. It then discusses factors like psychological, social, and situational influences that can affect the consumer search process. Finally, it notes that understanding consumer behavior is important for marketing but people don't always follow a strict process and undesirable behavior can negatively impact brands through bad word-of-mouth.
The document provides testimonials from real customers about their experiences using various It Works! products. Customers describe positive results such as weight loss, improved skin appearance, reduced stress and better digestive health from products like Ultimate Body Applicator, Facial Applicator, Confianza, Fat Fighter, and Regular. One customer lost 25 pounds in 3.5 months and went from a size 14 to 8 using New You 3.0 and other It Works! products.
The document discusses green marketing and consumer acceptance of green products. It provides an overview of The Body Shop, including its founding, social activism, and product positioning as organic and against animal testing. Research gaps are identified around the link between green attitudes and purchase behavior. A study was conducted with 102 respondents through online forms and interviews at stores. Key findings include that over half consider environmental friendliness when buying cosmetics but it may not determine purchase. The Body Shop has strong brand recall and is seen as premium but expensive. While animal testing is a preference, quality is the primary purchase driver.
CCNY's BIC Consumer Behavior and Persuasion course, taught by Zontee Hou, challenged students to select a company of choice, develop 1-3 consumer profiles (exploring behaviors, path to purchase and motivation for buying) for the target audience of the company, and lastly determine the key consumer insight and 2-3 channels through which we'd recommend communicating with them.
After exploring 3 different consumer profiles, I chose to focus on Karen. Karen is a user that I classified as a "secret user" of Poo Pourri struggling with 'poop anxiety'. I walked the class through Karen's lifestyle and shopping behavior, followed by my view of Poo Pourri's objective and role of communications in her day-to-day life. After reviewing Karen's path to purchase, and the optimal touch points for communicating with her, Consideration and Education, I presented some mockup applications of Poo Pourri at those touch points.
The final product was a 12-minute presentation detailing the final strategy; target consumer, his/her path to purchase, and the 2-3 touch point communications for maximum impact.
Semester: Spring 2014
The document discusses the 2-minute rule for developing new habits. It states that the rule has two parts: 1) If a new task takes less than two minutes, do it immediately, and 2) When starting a new habit, the task should take less than two minutes to perform. Examples provided are eating one piece of fruit or writing one sentence to start healthier eating and writing habits, respectively. The document emphasizes that the most important part of forming new habits is getting started each time, not just the first time.
PART 1 HERO’S JOURNEY STEP 1 Story Sometimes we do not reali.docxdanhaley45372
PART 1: HERO’S JOURNEY
STEP 1: Story
Sometimes we do not realize how much pressure we are under until it is released. Often times parents do not realize the burden they are placing on their children with their high expectations. They believe what they are doing is best for their children and most of the time it is; however, it is not always the case. I grew up in a household which placed great importance on education. The problem was not the need for education, but the subtle demands to be at the top. As siblings, we subconsciously started to compete with each other, none of us realized how detrimental it was to us, including our parents. At one time or another most of us thought that whoever got better grades would be better liked by our parents. I think even my parents failed to see what they were doing. In their passion for the best, they were burdening us from a very young age.
Everything changed when I decided that I no longer wished to follow the path set by my parents. The realization was both freeing and condemning at the same time. I was afraid to go against the wishes of my parents on something this big. I have been under pressure from my parents to pursue medicine as a profession. I realized I had to put a stop to this before I ended up doing something I was not good at or worse hated doing. In the end, once the realization set in, the decision was easy to make. However, the problem was not making the decision, the problem was following through with it. I was afraid to disappoint my parents, afraid the change would not be well received, and there were a number of what-ifsthat made me want to back out. But in the end, I decided to stick with my decision to not pursue medicine and so I discussed this decision with my parents. The relief I felt after making my own decision was a point of fundamental change in my life. This was a turning point in my life that I will never forget. Beforehand, I followed my parent’s plan and burdened myself with their expectations. I hadn’t realized that making my own life choices could be this freeing.
STEP 2: Hero’ Journey Stages
Based on the first stage of the Hero’s journey; I had limited awareness of the problem I was in when I was ready to follow my parent’s wish for me to become a doctor. I was unaware that there was something else I could do and other professions I could explore. I was in the second stage when I started realizing that something needed to change, I could no longer follow the path set for me. I was more interested in business related subjects, news, and articles than medical ones. Knowing the way my parents think, I knew that if I brought up this issue that there would be a huge problem and I was worried I would let them down and become a “bad example” to my siblings- as they would say. I was worried that my parents would not understand my point of view. I was afraid they would not understand that I would not succeed in the medical field and was worried that had I not listened t.
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to make the world’s books discoverable online.
It has survived long enough for the copyright to expire and the book to enter the public domain. A public domain book is one that was never subject
to copyright or whose legal copyright term has expired. Whether a book is in the public domain may vary country to country. Public domain books
are our gateways to the past, representing a wealth of history, culture and knowledge that’s often difficult to discover.
Marks, notations and other marginalia present in the original volume will appear in this file - a reminder of this book’s long journey from the
publisher to a library and finally to you.
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Google is proud to partner with libraries to digitize public domain materials and make them widely accessible. Public domain books belong to the
public and we are merely their custodians. Nevertheless, this work is expensive, so in order to keep providing this resource, we have taken steps to
prevent abuse by commercial parties, including placing technical restrictions on automated querying.
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The Critical Thinking Paper
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Note:
The graphically depicted solution is not included in the required page length.
An automated ticket-issuing system used by passengers at a railway station.
A computer-controlled, video-conferencing system that allows video, audio, and computer data to be visible to several participants at the same time.
Describe how you created the conceptual and process view for all four (4) diagrams. In the description, be sure to provide a justification for each key decision in the design.
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Include charts or diagrams created in Visio or an equivalent such as Dia. The completed diagrams / charts must be imported into the Word document before the paper is submitted.
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Write a paper that details the method that you will use to quantitatively and qualitatively measure your QI process for various QI areas in your health care facility.
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Once an activity has been completed, employees will use the system to submit the documentation. The system should support notifications to management personnel whenever their direct reports have submitted documentation. The system should also notify employees if their deadline to complete professional-development requirements is approaching and is not yet satisfied.
There are several types of architectural views. For the given scenario, develop 2 architectural views.
There must be enough detail for the design to be handed off to an implementation team.
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S. v. Doe (1983), Doe U.S. (1988), People Sanchez (1994), Michelle Theer (2000), Scott Tyree (2002), Dennis Rader (2005), Corey Beantee Melton (2005), James Kent (2007), Brad Cooper (2008)
Using the Stayer Library or the Internet, search for the case notes and reports for the case and answer the following:
Summarize the case, the pertinent actors, evidence, and facts.
Outline the specific digital evidence that was used in the case.
Describe how the investigators found and documented the evidence, if any.
Describe the procedures and tool(s) used for acquiring potential evidence.
Describe the obstacles faced in the investigation.
Outline the most significant improvement to digital forensic investigations/tools that assisted with efficiency and reliability.
Provide the links to two modern tools that could have assisted with the collection of evidence.
Use at least five (5) quality resources in this assignment.
Note:
Wikipedia and similar websites do not qualify as quality resources.
Your assignment must follow these formatting requirements:
Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions.
Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date.
.
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Once an activity has been completed, employees will use the system to submit the documentation. The system should support notifications, which will allow managers to receive notice whenever their direct reports have submitted documentation. The system should also notify employees if their deadline to complete a professional-development requirement is approaching and it has not yet been completed. Because the expenditure has been approved for the project, it is now time to justify the start-up of the project with a business case.
Using the above scenario, develop a business case and project charter (2–3 pages each). Include the following:
Section 1: Business Case (Unit 1)
Description of the problem or opportunity being presented to the business
Costs and benefits of each alternative solution
Recommended solution needed for approval
List of alternative solutions, feasibility of each in a table, and the selected solution
Section 2: Project Charter and WBS (Unit 1)
Identify project vision
Define scope of project
List project deliverables
List roles and responsibilities
List risks, issues, and assumptions
.
You have been asked by management, as a senior member of your co.docxmaxinesmith73660
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Discuss the real meaning of Internet of Things and its impact everything that has the ability to communicate.
What types of “Things” communicate within the IoT concept?
How do these types of “Things” communicate?
How do “mobile technologies” relate to IoT?
Provide definitions for the following concepts within the IoT sphere:
RFID, Sensors, Smart technology and Nano technology
.
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Consumer Decision Making SoftsoapPaper #131414[Student .docx
1. Consumer Decision Making: Softsoap
Paper #1
3/14/14
[Student name removed for privacy]
Executive Summary:
Body wash is a product that just about everyone uses on a daily
basis. It is not an expensive product and it is something that you
buy quite often. When you run out of one body wash you must
go to the store and pick another one. It may sound easy but
there are many decision making steps that go along with
choosing the right one for you. You don’t just have to go
through the decision making process steps. You also have to
look into specifics about the brand and product. It is about how
the product makes you feel, how you connect with the product.
You may not know, but your personality can influence your
decision. It can make you pick one brand of body wash over
another. Other factors such as the look, smell, knowledge and
attitude can also affect your decision. I ended up going with
Softsoap. It was not the cheapest or most expensive when it
came to price. I went with a product that was very appealing
and attractive to me, the one that I heard good things about. I
didn’t have any problem when it came to finding or making my
purchase. It is a common product that you can find at any local
drugstore or supermarket. Since the product is cheap and one I
buy often I didn’t have to worry too much about what to do if I
2. didn’t like it. I am glad I made my decision and went with
Softsoap. It was a great quality product and had everything in it
that I wanted. It also gave me things that I didn’t think it would,
for example it made me feel a little fancier since it wasn’t the
boring cheap Suave. The process in choosing the right body
wash went very smoothly and in the end I believe I made a great
choice in choosing Softsoap.
Table of Contents
Executive Summary 2
Introduction 4
Decision Making Process 4
Attitudes towards the Product 6
Affect, Cognition, Behavior 7
Perception and Reality 7
Attention 8
Memory, Retention, Learning 8
Motivation 9
Personality 9
Involvement level 10
Intentions 10
Knowledge 10
Judgment 10
Summary/Conclusion 11
References 12
Introduction:
I had to make a decision after figuring out my body wash was
empty. I became a customer and had to make the decision as to
which brand and product to buy. I wanted to make sure that I
went through all the steps of the decision making process. I had
my need, then had to do some research, weigh my options, make
my choice and evaluate. I also looked at specific features in the
consumer decision making process. When looking at the
different body washes. I wanted a product that was of good
quality. I didn’t want it to be too watery. I also wanted to pay
3. close attention to the price. I didn’t want something above $4. I
think that is too much for something that you have to buy all the
time, and since I am a young college student, I do not have a
ton of money. Body wash is a product that I use every day. It is
something that I buy often and that also must smell good to give
me extra confidence. All in all, the steps in the decision making
process and looking at the consumer behaviors were not easy
but after evaluation I made a purchase and found a good body
wash.
Decision Making Process:
The first step of the decision making process is problem
recognition. This is the step where I first realized that I needed
body wash. While taking a shower one day, I realize that my
body wash is low and that I need to get more. So I make the
decision to go to the store in order to fulfill my need and get
more body wash.
The next step is the information search which has two parts.
The first part I went through was the internal search. I recalled
different brands that I have used in the past. I thought about the
price, how they felt on my skin, different scents I liked or
disliked. The second part is the external search. Here I went and
asked my mom for advice of what soap would be the best and
asked if she had any suggestions. I also used advertising that I
had previously seen. I also went and searched in two different
stores. I went to CVS and Walmart. I looked at the different
products and started to compare and contrast.
The third step is evaluation of alternatives. During this stage I
looked at different brands as alternatives. Some of the brands
that I considered were Suave, Softsoap, Dove, Olay, Herbal
Essences, St. Ives, and Dial. There were some I eliminated
quickly because of price. These included Dove, Olay, and
Herbal Essences. Looking at the remaining brands I took out St.
Ives. Although that brand is known for being prestigious to me I
think of that as older. The scents were also not to my liking.
This left me with Dial, Suave, and Softsoap. I have heard rave
reviews of each of the three. From research they are all
4. excellent. They all of a good price and have yummy smell
scents. For the following three body washes I had to do
additional research. When evaluating Dial I found out they have
three different types of products, one that is fresh, one that
moisturizes, and the last that nourishes. The nourishing
products were instantly attractive. They had ones that was for
skin therapy, vitamin boost, and with antioxidants. Suave on the
other hand did not have as many features. They have creamy
naturals and naturals. From past experiences I know I do not
like creamy naturals. When looking at the naturals they have
great scents. They offer nothing special for your skin except to
get you clean and to smell good. Of the three body washes, this
one was the cheapest though. The final product I looked into
was Softsoap. They also had attractive features. They have their
skincare collection which has body butter which includes a
scrub, ultra-rich, and one with coconut oil which is good for
your skin. Their normal soaps are called their fragrance
collection. All the flavors are very unique. They are also
moisturizing body washes and have moisture beads.
After looking at all the alternatives it was time for me to make
my decision. With the unique flavors, good price, and moisture
beads I decided to go with Softsoap. The good brand and
reasonable price made me want to try this product. I next had to
decide where and when to buy. The “when to buy” was pretty
easy. I knew that I was out, and that I would need it the next
day when I went to take my shower. I could not wait around for
it to go on sale more; I had to buy it that day. I was going out to
two stores that day, CVS and Walmart so I knew that I would
buy it from one of those stores. I thought about where they
would have the best selection, and where, if any place would
have good sales or promotions. Since this was a cheap product I
didn’t have to worry that much about return policies. They are
also generic stores so the atmosphere of the store really didn’t
play a role in the process. I ended up getting Juicy Pomegranate
and Mango Infusion Softsoap from the fragrance collection. I
purchased it from Walmart because they had a larger selection
5. of scents and it was a cheaper price.
After using the product I am extremely satisfied with the
product. It definitely leaves your skin soft. The scent is also
great. It is not one of the scents that you can barely smell it is
strong but not too strong. Overall, I feel great about the
purchase that I made. I believe that what I got was of great
value. I now know next time I need body wash I do not need to
search out brands because I plan on buying Softsoap again and
again. It is by far the best body wash that I have used and it is a
great price.
Attitudes towards the Product:
I have an overall great and positive attitude towards the
product. I had a great experience using the product. It was
exactly as advertised. This makes me very trusting towards the
brand as well since I got what was advertised. I am also very
open to other things by the Softsoap brand now too. I feel
optimistic and confident that that this product will be good for a
long time and that any product I buy that is Softsoap will be
equally satisfying. I have a positive attitude not only about the
product, but the store and the whole purchasing situation. Since
I was just buying body wash and it was a less than $5 purchase
it was easy to do and to buy. I was very satisfied and happy.
Affect, Cognition, Behavior:
Affect, cognition, and behavior are all attitude components that
were in my buying situation. First is affect which included my
emotions and feelings about the product. I had a good feeling
about the product. It seemed to be a good product and made me
happy to buy it. I also like things that are unique and smell
good. I don’t want a dull smell and that helped when making my
decision. From a cognitive perspective I loved the certain
features of the product like the beads. I believed this put it
about the rest. I also thought that the certain attributes made it
more appealing. I liked that it looked energizing and the price
was good. Overall, the benefits of the product were very good.
Lastly, the behavioral component, which is how you respond to
the product, made me want to buy this specific body wash
6. again. It also made me want to purchase and to recommend and
spread the word of how good it is to family and friends.
Perception and Reality:
My perception of the product before I bought it was based off
the looks and information that I had heard. Visually I thought it
was a very good looking product. I saw it as clean, bright and
fresh. I had not seen many advertisements, maybe just one but
that ad really stuck in my head. The product itself also had a
good balance between looking random and deliberate. It was not
random enough to make it look careless or messy and also not
so deliberate that it looks stiff or forced but rather a good mix
of both showing how the product is important. I also perceived
the product as more than the cheap boring stuff. Although it was
cheap, it caught my attention of being nice and higher end. The
special features also made me think highly of the product. In
reality it was very similar to my perception. I did not feel let
down. Softsoap was as advertised and my perception of it was
pretty accurate.
Attention:
The first thing that got my attention of the product was the
unique scents. They were not just like grape or orange but
rather juicy pomegranate and mango infusion, sweet
honeysuckle and orange peel, citrus splash and berry fusion,
acai berry and tropical water etc. They were also bright colors
and the bottles were a cool streamline design. It was very fresh
and modern looking. The pictures on the front were also fun,
inviting and bright. I also really liked the price. It was a big
bottle for only around $3.50. Another thing that caught my eye
was the moisture beads. You could see through the bottle and
you could see the beads. This was a huge plus because it set it
above the rest of the kinds of body washes. All of these factors
just made this product so much more attractive to me over other
products and brands. It was more unique and had elements of
fancy body wash for a cheap price.
Memory, Retention, Learning:
Memory, retention, and learning impacted my product purchase.
7. Memory was slightly used because I remember being told by
family and friends that this was a good brand. I also
remembered different advertisements that featured beneficial
aspects of the product. I retained all that information as well
and it left me with positive thoughts about the product. Memory
also came into effect when thinking about what product to
choose because it helped me narrow down my choice. I have had
bad experience and have hear negative things about some brands
so I knew what I didn’t want to buy by thinking about what I
had previously been told. Learning was also impacted in my
product purchase. I had to learn some about the product in order
to make my decision. Although, I was not overly worried about
picking a bad product, since it was cheap and I purchase it
often, I still wanted something I would enjoy. I learned about
the different features and this caused my behavior to change
because it made me really want the product. It also made me
learn that I wanted to buy this product again. I want to be a
repeat customer because I was satisfied by the product. Lastly,
learning also brought me towards this product and away from
others when I was doing research and comparing and
contrasting the products and their features.
Motivation:
My motivation was not that high when it came to securing the
product. Although, after research I did want the product because
I thought it was best. If I could not have got that one, I could
have easily found another replacement. This is not one of those
products that I go store to store searching for. I will more often
get it where it is most convenient. If they wouldn’t have had it I
would have just gone with the next best. I just wanted the
Softsoap for personal fulfilment. Overall even after buying the
product and having such a positive experience, my motivation to
buy this product is moderately low. As much as I loved it, I feel
like I could find something else to use if I had to.
Personality:
My personality probably had a little impact on my product
purchase as well. I would say that I am unique, friendly, and a
8. very positive person. I liked how the scents were unique
because it was like me. I also liked how the picture and label
was friendly and inviting it was also bright giving a good
impression. If I would have to give the bottle and scent of
Softsoap a personality I would say it would be a lot like mine. It
was bright and colorful which makes me think of happy, bubbly
and cheerful. This all being said I felt like I could relate. My
personality also being upbeat I wanted something that could
wake me up and that looked happy. That is why I went with
Softsoap.
Involvement level:
When buying Softsoap there was a low involvement because of
the low price and because it is something I buy frequently. I
really didn’t have to put too much work into researching the
product. If it didn’t work as I wanted, or if I didn’t like it, it
would not have been that big of a deal. The personal, social, and
economic risk was all very low. Since it was low involvement
this affected my product purchase because I knew there was low
risk and it didn’t matter as much. There was no pressure.
Intentions:
My original intention was to just get a new body wash. I wanted
one that smelled good and left my skin feeling nice and soft. I
also wanted one that was a good cheap price. I did not want to
spend over $4 for a bottle. I really did not deteriorate that much
from my original intention. Although, I thought I would just
pick the cheapest one. I did decide to go with the one that was
the best overall value. I did this because I wanted the most out
of my money and I also decided I wanted to find something that
I really loved. Other than that I got exactly what I thought I was
going to get.
Knowledge:
I only had a little bit of internal knowledge. I knew that the
brand had a good reputation. I also had heard that it does make
your skin very soft. From family and advertisements I had
previously seen. I knew that the product would be pretty good. I
knew at least that it wasn’t a bad product. This did have a slight
9. impact on my decision because if I had heard bad stuff about
the product then I probably would not have bought it. I would
have found an alternative and went with one of them instead.
Judgment:
I did not have very many biases on the store, situation, or
product. The store was one that I shop at often. The situation
was relatively easy to figure out and the product was just a body
wash. The decision did not have too much input in it. I had only
heard good thing about the product but I had also heard good
thing about other alternatives. In the ultimate buying situation I
didn’t have any preconceived judgments or biases.
Summary/Conclusion:
The decision making process is not easy. There are a lot of steps
and things as a consumer that you do not initially realize. You
see stuff, feel a certain way, or perceive things one way and you
may not even realize that you do. When picking out a body
wash I had to go through the different decision making steps. It
was not that hard of a task because of the low involvement of
the product. I believe if I had a product that was more
expensive, or that I bought less often, I would have to put a lot
more thought, research, time and effort into it. Even with this
little product I had to take a lot of things into consideration. It
was the features, price, and how the product made me feel. A
big factor that went into my decision was also what I knew or
heard about from friends and family. Word of mouth and
hearing positive things helped me make my decision. Any
knowledge that I already knew or that I gathered though the
decision making process also weighed heavily on my decision.
After going through the steps and picking out Softsoap I think I
made a great decision. I am completely satisfied with my
choice. I love the price, scent, and everything about the product.
From a marketing perspective I think the marketing team of
Softsoap did an excellent job. They made me a huge fan of their
brand. They also had many ways that attracted me to the brand
like the bold colors and scents, and the design. Overall,
Softsoap exceeded my expectations and is a great product.
10. References
Body Wash - Fragrance & Premium Moisturizing Body Wash
Collections - Skin Bath Moisturizer, Hydrating Cleanser |
Softsoap®. (n.d.). Retrieved March 15, 2014, from
http://www.colgate.com/app/Softsoap/US/EN/Body-
Wash.cvsp#Collection=Fragrance-Collection
body wash - Walmart.com. (n.d.). Retrieved March 13, 2014,
from http://www.walmart.com/search/search-
ng.do?Find=Find&_refineresult=true&ic=16_0&search_constrai
nt=0&search_query=body+wash&facet=gender%3AWomen
Body Wash | Dial. (n.d.). Retrieved February 14, 2014, from
http://www.dialsoap.com/category/body-wash
Body Wash | Suave. (n.d.). Retrieved March 14, 2014, from
http://www.suave.com/product/category/661994/body-body-
wash
SECTION 1
Question 1
You are to watch the Video 13: Best Buy:Using Customer
Centricity to Connect with Consumers. You can view the video
by going to the Online learning center at the course web site:
http://www.mhhe.com/hawkins12e .
1) The atmospherics in the "Jill" stores differ from that of other
Best Buy stores. How do these differences relate to gender
differences in shopping behaviors and satisfaction?
2) What role does the Geek Squad play in Best Buys' customer
centricity approach? How does this service affect the
consumer's purchase decision? What are the risks involved?
3) When considering time as an important situational factor,
11. how does Best Buy try to increase consumer product knowledge,
number of purchases, and satisfaction within the in-store
experience?
4) Based on the store image components discussed in Chapter
17, how do you feel Buy Best is doing on these
dimensions? Explain.
Question 2
You are to watch Video 3: Activeion's Green
Solution
. You can view the video by going to the Online learning center
at the course web site: http://www.mhhe.com/hawkins12e .
1) Does Activeion Cleaning