AMB200 Consumer Behaviour

Assessment Item 1: CB Portfolio

Sem 3 2015

Student name: Ayoub saleh alharbi

Student number: n9606041
Tutorial time: Monday 8 am, Wednesday 8am
Tutorial number: GP S-407
Tutor: Dr Rory Mulcahy

AMB200 Consumer Behaviour - Tutorial Workbook - Summer 2015_Page 0

Introduction

The consumer behaviour that forms the basis of this assessment is selecting a
university. The philosophical and theoretical assumption of individuals exercising
free will, extended problem solving and rational decision-making along with
motivation theories grounded in culturally based values are used to explore the
decision-making process. The belief in the importance of free will means that the
choice of the university was made using a rational process based on personal
weighted criteria that I developed. The source of these criteria rested in the values that
I held that were strongly influenced by a cultural orientation that valued recognition
of ones place in a group and the need to fit in.
My choice of university involved a cascading set of criteria that shifted from country
to city to university. The final choice of university was strongly influenced by my
need to self-actualise and therefore this was the dominant factor in selecting the
Queensland University of Technology. Being practical in orientation and having a
higher level of motivation when I understand the practical purpose of knowledge
meant that more academically-orientated universities were not the environment that
suited my learning style. Because the choice of university is a high involvement
product, it took one month of research and analysis before the decision was made.

AMB200 Consumer Behaviour - Tutorial Workbook - Summer 2015_Page 1

Worksheet 1 PHILOSOPHICAL ASSUMPTIONS

Activity 1 - What are your philosophical assumptions about consumer behaviour?
Learning Objectives
Upon successful completion of this tutorial, students should be able to:
- compare and contrast the philosophical assumptions about consumer behaviour
- use examples and theories to explain their own consumer behaviour
Part A - Knowledge
1. Fill in the table below by circling the view that best reflects your opinion
ACTING ON FREE WILL

HIGHLY INFLUENCED
Determinism

Freedom
Consumers are basically in control
of their behaviour and understand their motives

The behaviour of people is basically out of

their control and determined by external forces

Nurture

Nature

Forces in the environmental are the key influence

on a consumers behaviour

Consumers inherit characteristics that influence

how they behave

Uniqueness
Consumers are unique and cannot be compared
With other consumers

Universality
Consumers are basically similar

Proactive
Consumers mainly act on their own initiative

Reactive
Consumers mainly respond to
stimulus from the outside world

Variation

Stability

Consumer behaviour and attitudes change

significantly through their lifetime

Consumer behaviours and attitudes are

relatively stable and unchanging over time

2. Which view was dominant?

i) How many As did you have? _4____
ii) How many Bs did you have? _1____
In groups of three (see if you can include one person with an opposite dominant view),
introduce yourself and discuss why you have different results.
The results were different because of different perceptions about the relative importance of
Do youlocus
haveofmore
A answers
B answers?
environment or internal
control
as factorsorthat
influence consumer behaviour. Those
with a view that consumers are highly influenced give greater power to advertising and
A= Consumers
are insetcontrol
andhave
make
activeviews
decisions.
Consumers are
promotion. No person
had a complete
so people
different
on the relevant
not
easily
manipulated
by
marketers.
degree of influence.

B = Consumers
are not
really inWorkbook
control and- Summer
do not really
know what
AMB200 Consumer
Behaviour
- Tutorial
2015_Page
2 they
want. Consumers can be easily manipulated by marketers

Are you surprised by your findings?

I was not surprised by the findings. This indicates that there is a high level of individual
perspective on the factors that influence consumer behaviour. Given the large number of
factors and differing perspectives this is understandable.
Part B Application

3. Using the Engler 2003 reading and consumer behaviour theory in your textbook,
explain how your dominant view influences your perception of the relationship
between marketing and consumers.
My dominant view that consumers act on their own free will places greater importance on
personal and psychological processes than social and cultural influences on the consumers
buying decision. The theoretical assumptions that a person makes about the world and human
behaviour influence an individuals perception (Engler, 2003, p. 8; Solomon, Russell-Bennett
and Previte, 2013). My position will favour an approach by marketers that supports one-toone relationship marketing that requires a marketer to understand the uniqueness of the
consumer.
How do you think your dominant view influences:
i)
Your beliefs about the power of advertising
Although my view favours free will, it recognises the power of advertising as a driver in
consumer purchasing. Advertising constructs brand image and equity that has a direct impact
on consumers purchasing intentions (Dehghani and Turner, 2015). However there is minimal
research support for classical conditioning effects in advertising influencing the buyers
decision (Pornpitakpan, 2012). Hence although I acknowledge the influence of advertising on
consumers buyer behaviour, the cognitive processes of the individual acts as a filter to these
stimuli.
ii)

Your feelings that marketing makes people buy things they dont need

My acknowledgement of the power of free will indicates that I do not accept that marketing
has the power to be able to persuade people to buy something that they do not need.
Marketing needs to appeal to the needs and desires of people in order to persuade them to
make a purchase. I support the position of Chylinski and Chu (2010) that there is a high level
of cynicism to marketing and therefore consumers are highly cautious of marketing. I am
sceptical that those individuals with a high locus of control buy items that they dont need.

AMB200 Consumer Behaviour - Tutorial Workbook - Summer 2015_Page 3

Worksheet 2 DECISION-MAKING
Activity 2 - What types of decisions do you make?
Learning Objectives
Upon successful completion of this tutorial, students should be able to:
- categorise examples of their own consumer behaviour
- compare and contrast limited and extended problem solving
- explain their own consumer behaviour using the decision making process framework
Part A - Knowledge
1. Choose a consumer behaviour that you have done in the last month from the
following list:

Selecting a university

AMB200 Consumer Behaviour - Tutorial Workbook - Summer 2015_Page 4

___________________________________________________________________
2. Think about how you made the decision to do that behaviour. Now circle the way you did information
search, evaluation and purchase.
Limited problem solving

Extended problem
solving

Information search

Low risk and involvement

Little search
Information processed passively
In-store decision likely

Alternative evaluation

Weakly held beliefs

Only most prominent criteria used
Alternatives perceived as basically
similar
Non-compensatory strategy used

High risk and involvement

Extensive search
Information processed actively
Multiple sources consulted
prior to store visits
Strongly held beliefs
Many criteria used
Significant differences
perceived between alternatives
Compensatory strategy used

Purchase

Limited shopping time; may prefer selfservice

Choice often influenced by store
displays

Many outlets shopped if needed

Communication with store
personnel often desirable

3. Now based on the table above, classify the behaviour into one of these two categories:
[ ] Limited problem solving
[ X ] Extended problem solving

4. For this decision, what was your decision style?

[ X ] Rational
[ ] Automated
In groups of the same decision style (rational or automated) discuss:
What feature of the behaviour you have in common that made the decision rational or automated?
Rational decision-making involves an extensive collection of information, a structured and objective analysis of the
decision using a clear set of weighted criteria and the choice of the optimum option. It is limited by time and cost so it
can never fully be able to consider all options. Hence the bounded rationality model appears to apply.
In what circumstances could your decision style have been opposite to the one you identified?
If I was buying an item that I regularly purchases such as grocery items then it would be an automated decision style.
For instance I always purchase Pepsi and never think about the range of options available. I always search for Pepsi as
my drink purchase.
What would make you change your decision style?

Clearly context and the level of involvement influences the decision making style of the individual. When I am
purchasing products that are low involvement then I use the decision making style of automated and limited while high
involvement products that are one-off and more expensive use rational and extended problem solving.
Part B Application
5. Using consumer behaviour theory from your textbook, explain why:

i) you used limited or extended problem solving

As noted in Solomon, Russell-Bennett and Previte (2013), limited problem-solving is used when a person understands
the criteria that they will use to assess a product. In the case of the university choice, the extended decision-making
approach involves a cascading choice of decisions that shift from country choice, to city choice and then to university
choice (Abubakar, Shanka and Muuka, 2010). I used a set of variables that I decided were important to me when finally
selecting the university. I also spent a considerable period of time researching the universities and canvassing
recommendations from my peers that had studied at the universities. This was because of the cost, the time that I would
be spending at the university and the impact of my studies on my future.
ii)

your decision was rational or automated

The choice of university was rational. Although the variables that might be used to select an university might be
different for each individual, students use a rational decision style (Kusumawati, Yanamandram and Perera, 2010).
Involvement theory informs that the choice of an university is rational because it is a high involvement product
requiring careful analysis and consideration. Reason, logic and prudence are used in the decision because of the high
cost and impact of the purchase on the individual.

Page 1

Worksheet 3 MOTIVATION
Activity 4 What motivates you?
Learning Objectives
Upon successful completion of this tutorial, students should be able to:
- explain their own consumer behavior by using two motivation theories
- link motivation theories with values theories to solve a real-world problem
Part A - Knowledge
What was the consumer behaviour you selected in Activity 2? __selecting an university__
1. Did any of these needs influence your behaviour; complete the table below
Yes or No
Yes

McLellands Motives
Need for achievement: to attain
personal accomplishment
Conspicuous consumption of status
products Ive made it

No

Need for affiliation: to be in the

company of others
Products that are consumed with
others i.e. team sports, shopping
centres

No

Need for power: to control ones

environment
Products that give a feeling of
mastery i.e. Hotted-up cars

If yes, why?
I needed to be able to pass
my subjects and
demonstrate my
competence.

2. Which of these five levels of Maslows motivation theory do you think explains your behaviour? You can
select more than one. Write in where you think it fits in the triangle below.
The choice of university fits into the self-actualisation level of Maslows motivation theory. My choice of university
was based on my need to be able to develop my skills and knowledge so that I can reach my full potential. This is so
that I can gain quality employment in my home country.

Page 2

Part B - Application
3. Using the handout on Australian values (at the end of this activity) to complete columns 1 and 2 and then
one of the theories of motivation you considered today to complete column 3, complete the table below.

a. List three Aussie core values that motivated you to buy your selected good/service. If you are not
originally from Australia, what values from your home country are most similar to (or different
from) these Aussie values?
b. Find someone motivated by different values in your class, using consumer behaviour theory from
your textbook, explain why there are differences (is it the type of product/service? Is it different
personal values?)
You

Other Person

Why are these

different?

Value 1:

Comfortable life

An exciting life

Maslow

Value 2:

Sense of
accomplishment

Ambitious

Alderfer

Self-respect

Independent

Self-determination
theory

Behaviour:

Value 3:

The differences between motivation are due to the different set of values that exist between the Australian person and
myself as a Middle Eastern person. According to Hofstede (2015) the primary differences between Australia and
Middle East are on the dimensions of individualism and power distance. The values and drivers of the Australia are
culturally based and seek power over others and the need to exert strong individualism. For myself these elements are
less pronounced as there is a need to take my place within a more tribal society where I can gain respect from others.
Hence the primary basis for the different values are in the different cultures of the two people. Research by Mitsis and
Foley (2009) in an Australian university context found that the values of a person are anchored in their culture.

Page 3

Figure One: Comparison between Saudi Arabia and Australia

(Source: Hofstede, 2015).

Page 4

Rokeachs value types applied to real Aussie values (see pg. 162
of text)
Instrumental Values
Ambitious

Real Aussie Values (applied

to Instrumental Values)
Defiant non-conformity
(rebel, lovable larrikin)

Terminal Values
A comfortable life

Broad-minded

Disrespect for politicians

An exciting life

Capable

(No over-worship of symbols

or monuments (except in the
sporting arena)
Encouraging those less able
(underdogs, battlers)
Helping others always (lend
a hand, pitch in)
Honesty (but white lying
and Robin Hood cheating
(e.g. tax evasion) are
acceptable)
Laughing at yourself
publicly (self-deprecating
humour)
Laughing at the misfortunes
of others (sledging)

A sense of
accomplishment

Laughing at tragedies
(gallows humour)
Mateship (mates are close
friendsnever betray them)

Happiness

Independent

Modesty in clothing is
unimportant

Mature love

Intellectual

Religious privacy is
important
Respect for the police
Respect for school teachers
Fortitude and courage
(ANZAC spirit)
Initiative
Try your hardest at most
things (but see work)
Work: (a) dont work below
the average (dont bludge);
(b) average work is
acceptable (a fair days
work for a fair days pay);
(c) if you do work harder and
achieve more, dont boast
about it (dont be a tall
poppy)

National security

Cheerful
Clean
Courageous

Forgiving
Helpful

Honest
Imaginative

Logical
Loving
Obedient
Polite
Responsible
Self-controlled

Real Aussie Values (applied to

Terminal Values)
Optimism (shell be right, no
worries; belief that Australia is
the lucky country)
Censorship of socio-politically
incorrect speech
Equal opportunity (fair go)

A world of peace

Equal outcomes (egalitarianism)

A world of beauty

Freedom of assembly

Equality

Freedom of speech (includes

sexual, scatological and
blasphemous topics)

Family security

Humanitarianism

Freedom

Justice (equal punishment for

crimes judged identical,
irrespective of who perpetrates
the crime, and equal
compensation for those
absolved)
National pride (patriotism)

Inner harmony

Pleasure
Salvation
Self-respect
Social recognition
True friendship
Wisdom

Page 5

No multiculturalism (most
Australians believe that no
citizen should be a cultural
dualist)
Openly enjoy leisure (Australia
is the land of the long
weekend)

Sources: Richard W. Pollay, Measuring the cultural values manifest in advertising, Current Issues and
Research in Advertising 6(1), 1983, pp. 7192; John Rossiter, Indentifying and measuring Australian
values, Australasian Marketing Journal, 15(1), 2007, p. 12.

Page 6

Conclusion
The choice of the Queensland University of Technology was influenced by my personal values and the elements that
motivate me in a learning environment. My scepticism of marketing material meant that the rational evaluation process
that was used was lengthy as a wide range of sources were used in the information search phase for input into the
decision-making process. The values that were important to me and that motivated the relative weight of the attribute
that were used were culturally based. This meant that the capability of the university to enable me to achieve my
optimum by providing a learning environment that suited my learning style and that was real world in its orientation
was important. The claim in the marketing material that QUT was a university for the real world was tested in through
reviews, peer experiences and an analysis of student feedback outside of the traditional marketing. The rational
decision making process reflected the importance of the decision while the attributes that I selected reflected my
cultural background and individual personality.

Page 7

References
Abubakar, B., Shanka, T., & Muuka, G.N. (2010). Tertiary education: an investigation of location selection
criteria and preferences by international students The case of two Australian universities. Journal of
Marketing for Higher Education, 20, 49-68. doi: 10.1080/08841241003788052.
Chylinski, M., & Chu, A. (2010). Consumer cynicism: antecedents and consequences. European Journal of
Marketing, 44(6), 796-837. doi: 10.1108/03090561011032720.
Dehghani, M., & Turner, M. (2015). A research on effectiveness of Facebook advertising on enhancing
purchase intention of consumers. Computers in Human Behaviour, 49, 597-600 doi:
10.1016/j.chb.2015.03.051.
Engler, B. (2003). Personality Theories: an introduction (6th ed.). Boston: Houghton Mifflin.
Hofstede, G. (2015). The Hofstede Centre. http://geert-hofstede.com/cultural-dimensions.html.
Kusumawati, A., Yanamandram, V.K., & Perera, N. (2010). Exploring student choice criteria for selecting
Indonesia public university: a preliminary finding. ANZMAC 2010 Doctoral Colloquium, 1-17.
Christchurch, New Zealand: ANZMAC.
Mitsis, A., & Foley, P. (2009). Culturally-anchored values and university education experience perception.
International Journal of Educational Management, 23(9), 484-504. doi:
10.1108/09513540910981023.
Pornpitakpan, C. (2012). A critical review of classical conditioning effects on consumer behaviour.
Australasian Marketing Journal, 20, 282-296. doi: 10.1016/j.ausmj.2012.07.002.
Schiffman, L.G., OCass, A., Paladino, A., & Carlson, J. (2014). Consumer Behaviour (6th ed.). Frenchs
Forest: NSW Pearson Australia.

Page 8

Solomon, M.R., Russell-Bennett, R., & Previte, J. (2013). Consumer Behaviour: Buying, Having, Being (3rd
ed.). Pearson: Australia.

Page 9

AMB200 Consumer Behaviour: Assessment Item 1 - CB Portfolio

Name & Student No.: ________________________________
Knowledge (30 marks)
Consumer behaviour
theory and principles

Tutorial Time & Tutor: ______________________ Topics:___________

You have completed the worksheets

correctly with no errors and added original
ideas and shown insight. You may have
linked with other theories in the book.

You have completed the

worksheets correctly with no
errors and possibly added original
ideas and shown insight. You may
have linked with other theories in
the book.

You have completed the

worksheets correctly with few
errors.

You have made a good attempt

to complete the worksheet
with some errors.

You fail to correctly

complete the worksheets.

You have demonstrated an

application of consumer behaviour
theories to analyse your own
behaviour. Theories used are
likely to be complex and interrelated for a particular aspect of
your behaviour, but not for all.

You have demonstrated an

application of consumer
behaviour theories to analyse
your own behaviour.

You have demonstrated an

application of consumer
behaviour theories to describe
your own behaviour. Theories
used are likely to be basic.

You fail to demonstrate

application of consumer
behaviour theories to
describe your own behaviour.

You attempt to organise

content clearly and make some
technical errors. You have
attempted to follow the
structural requirements. The
referencing style has some
errors and inconsistencies.
Some of the citations are
original sources.

You present content in an

incoherent way and make
frequent technical errors
through the paper. You do not
reference your sources
appropriately.

0 15
19.5
14.5
-22.5
19- 22
- 25
25.5 -30

2-1

Application of theory (50 marks)

Analysis of behaviour

You have demonstrated an application of

complex consumer behaviour theories to
analyse your own behaviour. This may
involve synthesis of theories and
development of new ideas. There is likely
to be integration across all your responses
in a worksheet and across worksheets.

0 25
24.5
-37.5
32 - 42
42.5 - 50
Communication and interpersonal skills (20 marks)
Written presentation
The written portfolio is professionally
structure and format
presented with no technical errors. You
have followed the structural requirements
closely. The referencing style is consistent
and correct with diversity and appropriate
references. Original sources are cited.

32.5 - 37

You organise content clearly and

logically and make no technical
errors. You have followed the
structural requirements closely.
The referencing style is consistent
and correct with appropriate
references. Original sources are
cited.

You organise content clearly and

make very few technical errors.
You have attempted to follow
the structural requirements. The
referencing style has minimal
errors with appropriate
references. Most of the citations
are original sources.

15
16.517 - 20
10
0 13
9.5
12.5
14.5
Total: ________ / 100

Reweighted: __________ / 25%

Late Penalty (-10%/day = 2.5 marks): _________ / 25%

Comments:

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