NORTH SOUTH UNIVERSITY

Spring – 2022

MKT344: Consumer Behavior

Section – 01

Group: 06

Submitted to:

Ms. Fairuze Chowdhury [FCH]

Lecturer, Department of Marketing and International Business

School of Business and Economics (SBE)

North South University

Submitted by: Group 6

Sadman Audit 2111474630

Afrin Nahar Maria 2011822630
Omar Al Mahbub 1912497042
Mostofa Hasan Nehal 2012300030
Md Alamgir 1912882630
Junaed Hassan 2012650630
Contents
Executive Summary.....................................................................................................................................3
Introduction................................................................................................................................................4
Background.................................................................................................................................................4
Motivation..................................................................................................................................................5
Personality..................................................................................................................................................6
PERCEPTION................................................................................................................................................7
Learning......................................................................................................................................................7
Attitude.......................................................................................................................................................8
Analysis.......................................................................................................................................................9
Literature Review........................................................................................................................................9
Conclusion................................................................................................................................................10
Reference..................................................................................................................................................11
 Executive Summary
Experienced consumers will use consumer behavior to guide their decision-making when
considering buying things like Smartphone. Before they can reach their final conclusion, they
must go through a few steps. The company's marketing efforts are one of the inputs for the
customer. The product, pricing, promotion, and location are all factors in the company's overall
marketing plan. The social environment is the other. Family, close friends, social status, culture,
and other factors make up the social environment. For instance, if one of our friends has an
iPhone and talks about how amazing and beneficial it is, we will likely believe them and think
about purchasing the same phone. One of the processes that will affect a consumer's decision is
the part of cognitive. Motivation, perception, learning, personality, and attitude make up the
psychological factors. Moreover, recognizing a need involves a process of decision. Following
completion of all steps, the product is purchased and then evaluated afterward.
 Introduction
We can see two consumers Omar and Afrin. Both want to buy a phone but their personality,
attitude, learning, and motivation are totally different. Omar is hellbent to buy branded products,
even if it burns a hole in his pocket and Afrin is keener to buy products that suit her budget
without worrying about the quality of the product.

Background
Understanding why consumers act as they do or don't act in particular ways is possibly the most
difficult marketing subject to deal with. But knowing this knowledge is essential for marketers
since it may help them better understand what matters to consumers as well as the major factors
that impact their decisions. The goal of studying consumer behavior seems to be as basic as it is
important: to know the consumer mindset and the factors that affect it.
 Motivation
Motivation Model: Two best friends, Afrin and Omar are the two primary consumers of the
motivation model. Both of them have the same kind of unfulfilled need which is to buy a mobile
phone. The unfulfilled need created a state of tension within them which is to buy and use a
mobile phone. This state of tension gave rise to the inner drives of Afrin and Omar. Their drive
was influenced by quality and price. The drive forced Omar and Afrin toward action or behavior.
However, the behavior of Afrin and Omar was different due to personality, perception, learning
and attitude. Moreover, the behavior leads to the completion of their unfilled needs

Figure 1: Motivation Model of Afrin and Omar

Extrinsic and Intrinsic Need: Omar’s motivation is influenced by extrinsic need. Omar wants to
buy products that have social acceptance. In the beginning, Omar tells Afrin that iPhone has a
certain reputation and iPhone users get some extra respect within their friend circle. In addition,
Omar mentions that the iPhone is used by celebrities like Jennifer Lawrence. So, Omar is very
excited to show off that he has an expensive phone used by celebrities. He does not care about
the features of the phone, instead he wants the phone because it’s admired by other people. On
the other hand, Afrin’s motivation is influenced by intrinsic need. She doesn’t care if the phone
is popular, she wants a phone which has good features and is affordable in price.

Product-specific and Generic Goals: Omar’s goal was product-specific because from the very
beginning Omar had only one product from a world-renowned company in his mind and he
ended up buying it. On the other hand, Afrin’s goal was generic because she just wanted a phone
which has certain features. She did not have any specific brand in mind

Personality
Freud's psychoanalytic theory:

· Super Ego: Superego teaches people to think about others and to be considerate. Here, the
second customer (Afrin) got the mobile. After a few days, her mobile phone started having
problems. Then she contacted customer care. She calmly asked for a solution to the problem,
showed balanced behavior, and considered the mistake. Here, her personality is more driven by
the superego.

· ID: Here, the first customer (Omar) was angry and very rude to the deliveryman because
he got the delivery late. He shouted and behaved very badly with the delivery man. He also goes
to the customer care center for these issues. He is more driven toward the Id.

Ethnocentrism & Cosmopolitanism:

Here Afrin is ethnocentric. One loves foreign brands (Omar) and the other one orders from local
brand products (Afrin). The second customer Afrin cares about nationalistic products.

PERCEPTION
Halo effect: Omar had an excellent experience using Apple products, that’s why he wanted to
buy an iPhone. He also knew that Jenifer Lawrence uses iPhone and she is a spokesperson. So,
he suggested to Afrin that she should buy an iPhone.

Stereotypes: Omar tended to have a positive stereotype about the iPhone. There is a commonly
held belief that iPhone’s quality is superior. On the other hand, Afrin wanted to buy a cheap
phone because she jumped to a conclusion, without properly knowing about the phone, Afrin
made the purchase as a result she suffered.

Manufacturer Image: The way of manufacturing iPhone is so well organized. The label and
packaging for each Product incorporate the Manufacturer's NDC, name, trademarks, and logos
all are labeled on the box and the iPhone. So, Omar always eagerly wanted to buy and supported
the iPhone. This worked as a pull factor for Omar toward iPhone. Afrin did know care about the
manufacturer’s image.

Perceived Price and Quality:

Here Omar wanted to buy an iPhone immediately instead of at a high price. Because he believed
that a higher price means better quality. On the other hand, Afrin was a price-sensitive consumer.
She wanted to buy a cheap quality phone to save money.

Learning
In the very first scene, we observe that Afrin's phone is inoperable. She wants to get a regular
low-cost phone, but her friends are trying to talk her out of it rather than providing support for
her decision. They were claiming that purchasing a phone of this type is not a wise decision in
the long term and that the service that it offers is not particularly impressive. This would be an
excellent illustration of the concept known as "Negative reinforcement." In order to encourage
the behavior that was expected of them, the traditional positive feedback was eliminated. On the
other hand, the positive reinforcement of the quality of the iPhone was a positive reinforcement
for Omar. The quality will force Omar to make the same purchase over and over again.
 Attitude

The Theory of Reasoned Action (TRA) focuses between the measures of attitude towards an
object, norm, perceived control, intention and behavior.

This theory operates on the assumption that people behave in a sensible way and rational manner
by making use of all the information available to them. Omar's enthusiasm for buying branded
products relied on the belief that phones like the iPhone come at a high price for the best quality.
He expressed his dedication to the brand by suggesting that his friend, Afrin, should also get an
iPhone because of the fact that Jennifer Lawrence also used an iPhone. Beliefs as such fall under
normative beliefs. Afrin’s attitude towards the iPhone on the other hand is completely different.
She believed that she can get a phone of similar quality within a reasonable price range and that
an iPhone is too expensive for what it had to offer. She later realized that non-branded phones
may be reasonably priced but they may also break down very easily which changed her attitude
towards cheap phones. Therefore, Afrin had a motivation to comply with what Omar believed
and found a reason to support his particular behavioral intention when it comes to buying a new
phone.
 Analysis
In motivation, Omar is influenced by extrinsic need which means he wants a product that a
socially accepted but Afrin is influenced by intrinsic need which means she wants a product that
is suited for her. Extrinsic and Intrinsic need creates massive deference in terms of consumer
behavior.

In personality, Afrin shows ethnocentrism but Omar doesn’t. Ethnocentrism is when a person
wants to promote their own country’s product in place of a foreign product. This behavior is bad
for foreign products.

People take things into consideration in different ways. As a result, the Perception of a fact varies
from person to person. Both Afrin and Omar interpreted things differently. Omar cares about the
perceived price and quality. That means he believes that a better price indicates better quality on
the other hand Afrin doesn’t think like that. However, in this case, Omar is correct.

In learning, Omar gets positive reinforcement that is because he received good service from his
phone in the past so that forced him to repeat his action. On the other hand, Afrin received awful
service from her phone so she is not likely to purchase cheap phones ever again. A person
repeats an action frequently if he receives a reward from that action.

In Attitude, Afrin and Omar’s attitude toward an object can be judged within the TRA model
Motivation to Comply and Normative Belief can play a massive role in shaping behavior.

Literature Review
Intrinsic motivation refers to the desire to carry out an action purely for the satisfaction of
it. Extrinsic motivation is the drive to act in a way that advances an external objective or satisfies
an externally imposed constraint. Afrin's intrinsic motivation referred to her need to buy a non-
branded phone just because it suits her best. While Omar's extrinsic motivation showed his need
to buy a branded product due to the sheer social acceptance of it. For a long time, scholars
studying consumer behavior and international relations have been interested in how customers
feel about imported goods. This phenomenon is known as ethnocentrism. In the video, Omar
shows his passion for buying an iPhone, which is an international brand and tends to think that
local brands may not give him long term service. According to the Theory of Reasoned Action
(TRA), a person's action was influenced by their intention to carry out the behavior, which is
dependent on their attitude toward the behavior and subjective norms. Omar's attitude towards
buying an iPhone was influenced by celebrities using the same device, while Afrin's attitude
towards the iPhone suggests that she would rather buy a device that is reasonably priced and well
suited for her. 

Conclusion
While doing this report we learned that, how motivation, personality, perception, learning and
attitude effects a consumer`s buying decision. While making this report we learned about
motivation, teamwork and we learned that there are always different types of consumers
behaving differently when achieving similar unfulfilled needs. In case of our video Omar was the
aggressive and Afrin was the amicable consumer.

Reference
Deci, E.L. and Ryan, R.M. (1985) Intrinsic Motivation and Self-Determination in Human Behavior, Plenum, New
York.  

 Bawa A (2004), “Consumer Ethnocentrism: CETSCALE Validation and Measurement of Extent”, Vikalpa, Vol. 29,
No. 3
Bilkey W J and Nes E (1982), “Country of Origin Effects on Product Evaluations”, Journal of International Business
Studies, Vol. 13 (Spring/Summer) 

Bandura, A., Adams, N. E., Hardy, A. B. , & Howells, G. N. (1980). Tests of the generality of self-efficacy theory.
Cognitive Therapy and Research

Lewicki, P. (1985). Nonconscious biasing effects of single instances on subsequent judgments. Journal of
Personality and Social Psychology