FPT UNIVERSITY

Individual Assignment
MKT201:
Consumer Behavior

Name: Nguyen Thi Nhung

Class: MKT1708
Student ID: HA160122
Instructors: Mr.Trinh Trong Hung

Ha Noi, 2022
 Table
of Contents

01
Question 1

02
Question 2

03
Question 3

04
Question 4

05
Question 5
QUESTION 1:
People play different roles and that their consumption
behaviors may differ depending on the particular role
they are playing. State whether you agree or disagree
with this statement, giving an example from your
personal life.

I agree with the opinion "People play different

roles and that their consumption behaviors may
differ depending on the particular role they are
playing." Each consumer, they can decide for
themselves whether to buy, use or discard
products and services to satisfy their own needs
and desires different roles may have other
consumer behaviors that are appropriate and
satisfying for them. For example, in a movie, each
consumer will have the necessary dialogue and
costumes to create a good movie. As consumers
take on different roles, they will sometimes change
their decisions depending on the specific moment
in time as in the video themselves in which they
were involved at the time of the decision. And the
criteria they use to evaluate products and services
in one of their roles may be completely different
from the criteria they use in other roles.
An example: I am a student myself, having an
ipad is essential so my dad bought me an ipad so
i can serve my own learning needs. However,
unlike my needs, my sister is currently working at
an English center, and my sister finds that a
laptop can serve her work well, so she chose to
buy a laptop instead of a laptop buy ipad like me.
It shows that the consumption behavior of my
two sisters is different because each person has a
different role in his or her life.

QUESTION 2:

List the three stages in the consumption process.

Describe the issues that you considered in each of these
stages when you made a recent important purchase.
The three stages in the consumption process are
Prepurchase, Purchase, and Postpurchase. The
above three stages are the process by which the
customer makes a decision to buy a service. From
the perspective of the consumer, it determines
whether the consumer needs this product,
whether this product is really needed or how it
brings value to the consumer, and whether buying
a product brings comfort or discomfort to
consumers. So to learn more about the three
stages above, we can explore each stage one by
one to see how it affects the buying behavior of
consumers.

Pre-purchase: A stage in consumer behavior

compare and evaluate alternatives before
acquiring the product. Individual needs and
expectations are very important here
because they influence what alternatives
customers will consider. If the purchase is
routine and relatively low risk, customers
may move quickly to selecting and using a
specific service provider.

For example: I am currently

using iphone 6, after a period
of use I found that iphone is
very good and suitable for me
and recently I found that my
phone has a bad battery. In
particular, there is the launch
of iphone 13 and my need is to
change my phone to iphone 13.
Therefore, I have researched,
compared and evaluated
whether iphone 13 has better
functions. What are other
phones like and does it meet
my needs? From the risk
assessment and quality
comparison, I was able to make
a purchase decision or not.

Purchase: as part of the Procurement

process, which often also includes planning
for the purchase process; determining
standards and quality of goods; supplier
selection; value analysis; financial analysis,
negotiation and price negotiation; Making
contracts, purchasing goods; inventory
management; international payments; and
other functions.
 For example: Still the need to
change my phone to my iphone
13. After I have reviewed,
evaluated and compared with
other phone brands, read all
the feedbacks of other people's
experiences, how many stars
are rated, along with the service
experience as well as product
quality at the store and it gives
me a good experience and quite
excited about the product. I
finally decided to buy the
iphone 13.

Post Purchase : the overall reaction and

response of a customer after buying a product
or service. Generally after a product purchase
the buyer can either be happy and fine or can
regret the purchase altogether. In this case
the customer undergoes post purchase
dissonance.
For example: After buying the
iPhone 13, after using it for a while,
I find the product is very good,
high quality, modern function...
suitable for the price that I spent to
buy. Then I can give my feedback
about the product to the store, or
to the people around me about this
good experience. And I feel happy
with what I expect about Iphone
13.
QUESTION 3:
Collect an example of ad that rely on the use of metaphors
or resonance. Do you feel these ads are effective? If you
were marketing the products, would you feel more
comfortable with ads that use a more straightforward,
"hard-sell" approach? Why or why not?
Here's a Dior perfume ad: At a glance, Eva Green
is the main model and her face is sticking out of
the water. This is an advertisement for Midnight
Poison perfume. You can also easily see the
tagline, “A Cinderella was born.” But wait! What
does model Eva have to do with Midnight Poison
or Cinderella? Probably has nothing to do with it.
But isn't there something very appealing about
this ad? Do you think that Midnight Poison will
help the ladies become individual and attractive?
Model Eva Green is a symbol of unique beauty
and mystery with an unpredictable personality.
Her image gives off a different, rebellious, daring
feeling. When Eva's character blends with the
visual context, the ad conveys the message that
"a new Cinderella has been born," a new and
distinctive beauty, rather than a traditional
beauty common and popular.

The message here is "Only Dior can give you an

incomparably attractive beauty?". Instead of
using words that say that whoever uses Midnight
Poison will feel beautiful, different, and
enchanting, Eva's visual metaphor and the
accompanying words were able to convey a
sentence. a new fairy tale about Cinderella, and
makes the audience want to become a "new
Cinderella" like Eva.

Dior's "Midnight Poison" ad, with its use of

imagery, metaphors, and stories, was indeed a
great success for Dior. Proof that it received a lot
of attention from customers and popularity.
interested in the product.
 From my perspective, if there is a marketing
opportunity for a product, I will use the
metaphorical approach. Because I think, when a
product is marketed with a message hidden deep
inside, it will stimulate customers' desire to learn.
When customers are curious about our products,
it is when we make customers remember our
products. Just like Dior- they used a metaphor
and as proof they were very successful in their
campaign.

QUESTION 4:
What is motivational research? Give an example
of a marketing study that used this approach.

Motivation research is a term used to refer to a

selection of qualitative research methods that were
designed to probe consumers' minds in order to
discover the subconscious or latent reasons and
goals underlying everyday consumption and
purchasing behaviors.
For example: women aged 45-55 often tend to
increase spending in clothing and personal makeup
products, beauty care services, etc. The trend is
understandable. The above is that when women are
at that age, it is easy for them to lose the beauty of
their youth. Losing all fertility is the fear of losing
their husbands. This is also the time when their
income increases because of their age. Now their
children have grown up and then they tend to
spend on these items.
Other motives are at work as well, but a standard
marketing research survey would never reveal these
motives. Even benign, or low-involvement, product
categories can often benefit from the insights provided
by motivational research.

QUESTION 5:

According to balance theory, how can we tell if a triad

is balanced or unbalanced? How can consumers restore
balance to an unbalanced triad?

Balance theory considers the relationships between

elements that a person believes belong to the same
set. This perspective includes relationships (always
from the subjective point of view of the one who
perceives them) between three elements so that the
resulting attitude structures are called triads.

Each triadcontains:
1. an individual and their perceptions of
2. an object of attitude
3. someone else or object.
These perceptions are positive or negative.
Mostimportantly, however, people alter such
perceptions so that the relationshipsbetween
them are consistent. The theory specifies
that people want therelationships between the
elements of a triad to be harmonious or balanced.
If theyare not, a state of tension will occur
until the person somehow changes
theirperceptions and restores balance.

Thanks for reading!