Consumption Journal - Individual Written Report-Dao Thai Ha-s3635007 PDF

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Individual Written Report

Consumption Journal

1. Introduction The core objective of studying consumer behavior is to help marketers see how their buyers react and respond to their marketing strategies. To fulfill that intention, among various psychology approaching strategies, they have dedicated a branch for consumers’ studies on their pattern towards products and services. With that being said, businesses can be beneficial by guarantee satisfying the demand of customers.

2. Discussion Hairdryer

Bracelet

Date of purchase

1 December 2019

3 November 2019

Place of purchase

Nguyen Kim Shopping Center, District 1

Saigon Center, District 1

Phillips

Pandora

586,000 VND

22,400,000 VND

Limited decision making

Extended decision making

Brand name Price Type of decision

❖ Reason for purchase The reason for the first purchase is recently my old hairdryer got broke down, so I feel the need to replace a new one since drying hair is my daily habit. The second purchase it’s because I’ve always liked the brand Pandora and a lot of my friends have bought this new design from them, but also is that I've always like to wear accessories so when Pandora release these new models and color for their items I decide to purchase it.

❖ Feeling associated with the purchase For the new hairdryer, I feel good cause I can now have a more functional and modernized hairdryer since this new model has an ionic function which is good for hair and health. Because Pandora is a popular accessory brand that offers lots of beautiful designs but also due to the fact that I've always had a passion for collecting accessories from multiple brand names so I feel very excited about this purchase.

Stage 1: Problem Recognition Personally, I have been keeping my hairstyle curly for over a year now, and in order to remain it falls in the right line, after each time I wash my hair, I have to hair dry it right away if not it will mess up the hairstyle, so basically, hair-drying is my everyday routine. Therefore, when my hairdryer got broke down I feel the urge to replace it instantly. For the high involvement purchase, lots of my friends showed me their new model of the pandora bracelet and I found it very pretty and eye-catching. Moreover, I very enjoy wearing twinkle accessories and have been searching for an appealing design that suits my taste, so I decided to buy this product.

Stage 2: Information Search As for the hairdryer, I decided to purchase it from Nguyen Kim because they have always been a popular and also highly recommended destination for technology consumers since I don't have time to go to the store, I went online and saw various brands name like Panasonic, Dyson, Toshiba, Phillips, etc. considering my old one was from Toto, a Japan company which is high quality but as been told from friends and family that Phillips tend to offer for sale high-quality product with more acceptable price, I finally choose for myself a Philips hairdryer that has a new Thermo Protect Ionic feature for your hair that minimize harm affects for the users. While for the bracelet, as this type of product is extended decision making, so my research will contain both internal and external research. For the internal research, the first criteria that I'm going to are the brand popularity and the design since I've mentioned that Pandora has recently updated its model in terms of higher quality for the bracelet and adding more color choices for its standard products, like before they only have silver and gold bracelet but now they have the rose gold color, a very popular color for young girls these days. Furthermore, the new design is being launched, they also offer a 5 for 20 promotion, which means if you buy 5 charms to add on the bracelet you can get the sixth one for 20% off. To me, this is quite a good deal, because normally a Pandora bracelet will look fancier if it has from 5-6 charms on it. Besides, Pandora casually propose holiday collection or blockbuster movie themes for their charm collection, such as recently they have Frozen and Harry Potter theme collection. After that, I decided to summon the external research from my friends, those who casually bought products from Pandora. They said that Pandora has a very good warranty policy for its customers, where they will free the service of shiny your chain and charm jewelry for 1 year.

Stage 3: Evaluation of Alternatives

In this third stage, I would apply the Perceptual Mapping to see which brand I should go for that satisfy both economic and functional criteria, there will be 4 brands Panasonic, Dyson, TOTO, and Phillips will be listed into the criteria evaluation.

Perceptual Mapping

Panasonic Dyson

Funct ional featur es

TOTO Phillips

Pr From the map, both Dyson and ic TOTO fall into the high price with also highly functional features, while Phillips and Panasonic remain as medium price and e features. Based on the fact that I want to balance both criteria limits, so I picked out Phillips and Panasonic to choose from. As can see, Panasonic offers fewer functions at a lower price while Phillips charges you the approximate price level but with more functional features for their products.

For the bracelet, as said, I'm very interested in collecting accessories from brands, so my criteria for purchasing this product are based on the design, its warranty policy, seasonal promotion and theme collection. Personally, I see Pandora is the only one who has a signature design for its products among many popular jewelry brands. Moreover, only Pandora has an eye-catching accessory, that provides a diverse style and designs choices for the customers, their standard chain bracelet can be added with their designed charms refer to different customers preferences, with various charms choices for different needs and interests so each buyer can have a Pandora chain bracelet with a unique style that can represent their own characteristic. While other big brands such as Tiffany & Co or Van Cleef & Arpels, these are quite luxury brands that offer very pricy items but with quite limited in terms of design and models, so why should go for high price and limit choices while we can go for a less costly item with more options.

Stage 4: Outlet Selection and Product Purchase After I've decided to choose the brand Philips for my hairdryer, I looked online to find a website so I can order it to my home. I order my hairdryer directly through the Nguyen Kim website as been told this outlet has a good reputation for selling qualified electronic devices and tools. After all of the criteria is been considered and evaluate, I finally choose for myself a Phillips Thermo Protect Ionic hairdryer, the one that suits best for my affordable but still has good features for your hair, which is the Ionic function. Finally, I added the item to my purchase list and fill out the confirmation form which the total cost was 586,000 VND and wait for it to arrive. When I heard many of my friends talk about this new design of the Pandora bracelet, I've decided right that moment to buy it, so I went to Takashimaya (Saigon Center) in District 1 because of this area gather many popular brands so I can easily go from store to store to look around. The Pandora sales assistants in Saigon center are very professional and well-trained because this is a mid-high brand so the staffs need to be qualified to serve the customers with the best service. Since I already summon the opinion and general thoughts from my friends, so I just ask for the seller to show me their latest collection, as they made me feel very welcomed for every time I ask to see for different charms and designs, they didn’t show any annoy reacts but on the other hand they seem to be very happy to do it, even though I asked for like over 10 times. Because to me, I'm very picky so I want to make sure that I end up with a nice combined of charms for my bracelet. The sale assistants made me very satisfied with my purchase, and when I had finished picking out my item I processed to payment. The total price for my bracelet was 22,400,000 VND, for a total of 5 charms and the chain bracelet.

Stage 5: Post Purchase Processes The new hairdryer has made me feel like thank gods that my old one got broken, because if weren't for it I wouldn't have bought this new one and got very satisfied with it. With the Ionic feature that makes your hair smoother and minimizes all harms for your hair while drying, I supper glad I've made this purchase, and now my hair always feels much nicer after drying it and no longer feels dry like it used to before. After I bought this new bracelet, I still can remember the feeling of watching them sparkling on my wrist, and I very happy about this purchase. Not only does it satisfy my hobby in collecting accessories but also now I can have the new design of this brand like my friends and we can all share the joy of having it together.

3. Recommendation The whole process of purchasing the hairdryer did not have much trouble, the only recommendation I would like to propose is that for the online website of Nguyen Kim they should add the feature where the customers can add multiple products to compare at the same time, like when you want to buy a phone, and considering between an iPhone Pro Max and a Samsung Galaxy Note 10 for example. There are many online websites now that already offer that feature for the buyers (figure), so they can feel more easy to choose a suitable product while also saving time for deciding, suppose if they have done that I wouldn’t have to make the Perceptual Mapping and can easily do that on their website feature.

For the bracelet purchasing process, most of the time I feel satisfied because it is a popular brand so it is obvious that their staffs are well-trained, but I would prefer more if the sellers not just reply to all my demand and asking, but instead, they could do some more recommendations during my purchase. Because suppose if I do not have much knowledge of the product I'm planning to buy but the sellers only ask for what I want and need and respond only to the demand, which would make the customers feel like they can just do all the steps by themselves and gained no useful information. So the staff from Pandora can take this as their recommendation to improve an even better service for their customers.

4. Appendix

Figure 1 - Phillip’s hairdryer

Figure 2-The Thermo Protect Ionic function of the hairdryer

Figure 3-The receipt of the hairdryer

Figure 4 - Thegioidiong’s website offers the compare features for its users

Figure 5 - Nguyen Kim website does not have the compare feature

Figure 6 - The Pandora bracelet with 5 added charms

Figure 7 - The receipt of the bracelet

Figure 8 - The Pandora x Harry Potter Collection

Figure 9 - The other Pandora movie theme collection (Frozen 2) and their seasonal promotion...