College of Management

Learning Activity 3.1

Name: EMY ROSE DIOSANA Course/Yr/Sec: BSBA 3-D

Subject: HE 311- Marketing Management Period: 1st Sem, AY 2021-2022

Learning Target: Analysis of Consumer and Business Markets

Is there a relationship between a consumer’s personality/self-concept and the products that they
purchase? Listed below are the contents from three shopping baskets at a local supermarket? Your task is
this activity is to see if you can describe each of the three consumers simply based upon their grocery
purchases.

Consumer A
• One kilo of budget ground beef
• Two loaves of white bread
• One kilo of ‘generic’ flour
• Two cans of peaches
• Three kilos of potatoes
• One jar of instant coffee

Consumer B
• One kilo of T-bone steak
• A loaf of high-fiber bread
• One can of Indian curry
• Two cans of smoked oysters
• Three avocados
• One jar of gourmet coffee
Consumer C
• Strawberries
• Muesli
• Soy milk
• Herbal tea
• One kilo of bananas
• Two packets of ‘cup-of-soup’

QUESTIONS

1. How would do describe the three consumers based upon their shopping baskets?
- Consumer A: spend less in such grocery items, as they prefer spending on other places at this age.
 Young people between 18 – 33 years, probably students. Might be bachelor/ bachelorette. In their
demographic earning is moderate. Have a busy lifestyle.

- Consumer B: spend a good amount in such grocery items, as they have a family with kids, and focus
a lot on the health of all their family members.
 Might be a parent, above age 30, with kids who belongs to well-paid demographic. Pay attention on
their health.

- Consumer C: From the list of products of Consumer C, it can be easily inferred that:
 Get conscious to stay healthy, into healthy lifestyle.

2. How similar is your profile, as compared to the descriptions developed by your fellow
students?
- Student1: Consumer C. As a student I can’t afford much fancy food due to my budget. But I care
about my health.
- Student2: Consumer A. The reason I have a similar lifestyle is because I'm living alone and I'm not
picky about what to eat. Also, I don't have much time for cooking.
- Student3: Consumer C. The reason for me to choose this lifestyle is because I'm more of a health-
conscious person, with a good diet plan.
- Student4: Consumer C. The reason I have a similar lifestyle is because I am aware of calories and
planning to eat healthier to lose weight and like to eat fruits.
- Student5: Consumer C as I don’t eat meat and enjoy eating nutritious small diet. I don’t get to go to
the gym so I add fruits, herbal tea and protein to maintain my diet.
 - Student6: Costume C. Because my lifestyle and diet are healthier, generally buying food will pay
attention to nutrition and fruit and vegetables, and not too greasy

3. Do you think that there is a strong correlation between consumer’s self-concept and their
purchase decisions?
- Yes, we believe there is a strong link between consumer self-concept and purchasing
decisions, because everyone's self-concept is based on their preferred lifestyle and the image
they want to project within their social circle. If a person aspires to be athletic and healthy,
they are more likely to purchase healthcare items such as organic meals and exercise
equipment.

4. If so, how can marketers utilize this relationship? Are there certain types of products
where this relationship would be more prominent?

- Yes, marketers may use target marketing to promote items that are tailored to a certain person's
needs. For example, marketers can supply information on gym equipment or organic foods to those
who want to eat healthier and work more to stay in shape. On the other hand, if someone only wants
to meet their basic necessities and is willing to settle for fast food, more information regarding
coupons and the like should be offered. Salespeople, for example, should take advantage of the
customer's demands in order to catch their attention and promote consumption. For example,
customer ait focuses on fast and convenient food. The sales people should focus on promoting fast
food to make people's lives more convenient to get food faster