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1. Introduction………………………………………....Page 1 2. The Person and the occasion……………………..Page 1-2 3. Purchases…………………………………………..Pages 2-6 4. Gift registry………………………………………..Page 6-7 5. My Party…………………………………………...Page 7-8 6. Conclusion………………………………………...Page 9 7. Reference List……………………………………..Pages 10-11
Samantha is a bubbly personality. In social event’s and party’s. Graham’s extraordinary level of drive and vision has been the reason for his success. His construction Firm. 2007) The Person and Occasion Graham is a 35 year old outgoing personality. Graham was single until he met Samantha in one of his trips to Norway. which in a consumer psychology perspective can be seen as individuals who attend to fulfill various needs . With evolving choices.( Schiffman et. They share common interests and complement each other very well. He is also an active golf player and has participated in numerous regional tournaments. Graham is a tech savvy individual and keeps up to date technologically advanced gadgets. Al. Samantha moved to Brisbane a couple of years back and is now a lecturer in 2 . Graham’s leadership qualities and his need for social interaction are seen in his involvement with social clubs like the Rotary club of Brisbane where he is the Vice President. Graham’s love for travel has taken him to all parts of the world. catering to the needs of the guests also involves strategic planning and many other factors involved in understanding and catering to the needs of the guests . is one of the leading construction companies in Australia. Graham has steadily risen to become a successful Business tycoon in Queensland. He is highly goal oriented and determined. Having completed his Masters in business administration from the Australian National University in 2000. Graham and Samantha met at a university where Samantha was a lecturer. He is an enthusiast and loves adventure sports like kayaking and rock climbing. Aspire Constructions Pvt. He has an extensive list of contacts. Graham has the true entrepreneurial spirit and puts passion into everything he does. a voracious reader and loves Travel and adventure.Introduction Today’s world is filled with dynamic and spontaneous consumers and to cater to the needs of such consumers is a challenge. the study of consumer behaviour becomes a complex task and it entails a high amount of in depth study. changing trends. Ltd.
7. Cake.00 pm in the evening. Invitation Card 9. Food and drink 5. Hotel 2. 3 . Orchestra. Valet Parking 6.one of Queensland’s leading Universities. Guest Attendants and Stewards 10. 4. Their first wedding anniversary is coming close and I being a very close cousin of Graham have been given the sole responsibility to successfully organize this party. Designated Host 8. Flower’s and decoration and lighting (Theme) 3. Samantha tied the knot with Graham last year in May. Purchases The ten purchases and services that will be vital in organizing the anniversary are: 1. Games The Anniversary is a formal occasion and the dress code would be formal and the time for the party will be 5.
A company’s economic superiority is frequently implied by the strength of its brand name. cool and positive colour and a blue decor imparts a calmer. Special attention was also given to the odour environment. Blue orchids were used for the decoration and dim lighting was used. (O’Cass and Frost. comfortable and pleasant atmosphere. 2007) The “Marrakesh Trial” Theme A decoration company. 2002) Being one of the most renowned hotels in Brisbane it is a reflection of the social status and personality of Graham. Status brands in particular have a higher perceived quality. (Bellizzi and Hite. Cleverly controlling the environment produces desired effects on the consumers (Solomon et al. luxury or prestige ascribed to them. Apart from being a reflection of the status and personality of Graham it will also fulfill the status and prestige needs of the guests. such as making a desired impression on others via their symbolism.2007). creation of an ambient scent. The Style Salon was hired for the overall theme of the party. The theme selected was “Marrakesh Trial”. peaceful and happy feeling. 1992) Special attention was also given to the odour environment.The colour blue has been identified as a calm. The Hilton hotel is one of the best hotels in Brisbane offering impeccable personal service and world-class facilities. It is located in a prime location overlooking the Queen Street Mall and surrounding city. People tend to associate themselves with such brands as a means to an end. Odors affect 4 .The Hotel The venue chosen for the wedding anniversary was The Hilton. Products and brands have a symbolic value and people tend to evaluate them on the basis of their consistency with a personal picture or image of themselves. Atmospheric cues play a very important role in the behaviour of consumers. Imparting the colour blue was appropriate considering the nature of the party as it helped to create a positive. (Schiffman et al. The Hilton has built its brand image as a high class luxury hotel and targets people from a higher socio-economic bracket. The colour of the theme was blue. i.e..
Age. The selection of food varies among individuals. lifestyle factors and food trends are also strong determinants of food choice (Elaine H. 5 . 1999). Of these factors. 2007 Pg 310-11) Food The food menu for the party will contain a variety of cuisines. Psychological factors are among the strongest determinants of what foods an individual eats. Mediterranean. food likes and dislikes and response to sensory attributes are closely related to making food choices. Therefore good food will develop a sense of satisfaction and will generate positive moods amongst the guests which are of prime importance for the success of the party. Good food also reflects on mood (Elaine H. The guests that will be attending the party will be from different cultural backgrounds. Inclusion of a variety of cuisines will therefore meet the individual needs according to their preferences. Cultural factors. Additionally. Mexican.consumers by changing approach or avoidance behaviors. (Solomon et al. 1999). Another important factor that influences food consumption is Culture. 1999). sex and nutrition also influence food choices. Italian. Asp. food preferences. altering mood state and affecting elaboration. Therefore pleasant odour had a positive effect on the moods and behaviours of the guests (Ellen and Bone. Food preferences play an important role in food selection because they give an indication of the amount of satisfaction an individual anticipates from eating a food. European and Chinese. Asp. Indian. odors are anticipated to influence the components of the tripartite attitudinal model: the affective and cognitive responses as well as behavior toward the place or object. Lighting is another component in influencing consumer behaviour. Dim lighting creates the atmospherics for social interaction and was a valuable element for the success of the party.
and identity of the society in which they are embedded (Clarke. Gift systems are so important because they are systems of social solidarity that help shatter the ego bonds of the alienated self and establish and maintain the essential vitality. The second item that was included in the gift registry was a pen. The Pen was from the company Cross. Larson and Watson. music plays a very important role in the event as it adds life. 2008. and communicates the worth of the event to the guests. Gifts can have an economic. which is a Swiss watch making company renowned for its quality. One of the gifts that were included in the gift registry was a pair of watches for the couple. Again Cross is a high quality pen known of its quality and is generally associated with people from a higher socio economic bracket. functional. The selection of 6 . Gifts Registry Gift giving is viewed as a fundamental social system and a shared experience and it garners value in similar ways for both the giver and the receiver. 2008. The expensive and high quality watches will not only boost the receiver’s ego needs but also strengthen the bond between the giver and the receiver or boost their social solidarity. 2001).Music On the whole. 1999) Music also serves as a means of mood management in everyday life. The watches selected were form the company Raymond Weil. 2001). Music plays a clear part in the formulation and expression of self identity. Herrington and Capella. viability. (Oaks. 1994) Therefore the selection of appropriate music is an integral part of the success of the party. 2000. a reminiscing quality. Larson and Watson. Music serves as a key ingredient in setting the mood of the party. This was selected to enhance the affiliation need of individuals. Music can also mediate and promote relationships between individuals and businesses. (Hargreaves and North. the couple and their respective families. social and expressive value and have to be appropriately selected according to the situation (Clarke. The third gift which was included was a photo frame.
(Terrell G Williams. Consumers in each market segment have similar product needs. Social class is also one of the factors that will influence the differences in the two parties. The products and services for Graham’s Anniversary were tailored to satisfy the needs of the class of people that belonged to the same demographic segment as Graham. There is a significant age difference between myself and Graham. income. 2007) The Social class construct is fundamentally a summary surrogate for all dimensions of social prestige and power. occupation and income. My Party The decisions made in this wedding would vary significantly from the decisions made if it was my party. The venue chosen in the anniversary party was The Hilton.gifts will aid in the establishment of significant and rewarding relationships with the guests. social class. Also our personalities. I am a student and my parents pay for my expenditures. Social class is usually measured by a weighted index of several demographic variables such as education. education are the reason for different choices of products and services. 2002) Graham and Samantha belong to a higher social class compared to me. product preferences and buying habits. Each segment requires a different mix of marketing strategies to satisfy its special consumer needs. Social inequality is a fact of live in virtually every culture and gives rise to an array of different behaviours in consumptions and attitudes. needs and demographic factors vary considerably. Studies have shown that consumers that belong to different social classes vary in terms of values. In the selection of food and music in the party demographics of the guest’s are very important. The appropriate venue for my party would be a club as it is relatively cheaper and also a reflection of my social class. which is a reflection of Graham’s social status and prestige. (Schiffman et al. Demographic variables like age. In the anniversary the food and 7 . The demographic segment of the guests in Graham’s anniversary was different to the demographic segment of guest’s in my party. Therefore the decisions made in their party will vary considerably from the decisions made in my party.
These needs are physiological needs. The basic lesson of Maslow’s hierarchy is that we must first satisfy basic needs before progressing up the ladder. 2007) People have different needs and there are many appropriate goals for any given need. al. friendship and belonging and therefore I act towards satisfying these needs before reaching to the ego need. Five different levels of needs have been identified by Maslow which is ranked in order of importance from low-level to high-level needs. value and the goals accessibility in the physical and social environment. the ego needs are not as important as the social needs. safety. (Schiffman et. ego needs and self-actualisation needs. 8 . The expensive items that he included in the gift registry. 2007. Solomon et al. This theory can be applied to interpreting how consumer goods and services can be perceived as satisfying different levels of needs of consumers.music was selected to satisfy a particular demographic segment of guests. One of the most well known theories of needs or motivation is the Maslow’s Hierarchy of needs. The goals selected by individuals depend on their personal experiences.. Graham has a high need for prestige. personal experiences. I therefore pay more emphasis on the social aspect of my party and organize it in a club. safety needs. I have a high need for affection. and social needs are more or less satisfied therefore his actions are directed towards satisfying his ego needs. (Schiffman et al. the brand personality of the venue were all chosen by Graham to enhance his image and social status in the eyes of the guests and show off his success which acts towards satisfaction of his ego needs. 2007) Satisfaction of his guests would also lead to his personal satisfaction. prevailing cultural norms. status and belonging. social needs. Graham’s physiological. In my case.
We have made a considerable progress in the understanding of consumer behaviour. This assay highlights the different factors that influence consumer behaviour and how a strategic approach can fulfill individual needs. Each individual has distinct characteristics and to understand these characteristics is a challenging task.Conclusion Consumer behaviour is influenced by a lot of factors. Reference List 9 .
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pp 347-363. • Michael R. (1992). Vol. 11 . Pearson Education. Vol.2/3.5. The Journal of Consumer Marketing. pp. Journal Of Retailing. No. Rebekah Russell-Bennett. (1999). Aron O’Cass and Leslie Kanuk. pp 50-65. Journal of Services Marketing. Vol. 14. pp 243-262.7.2. Scents in The Marketplace: Explaining a Fraction of Olfaction. No.• J Duncan Herrington and Louis M Capella. Consumer Feelings. Psychology and Marketing. 75. • Leon Schiffman. (2000). • Terrell G. 539-556. Solomon. pp. (2005). (2002). Practical applications of music in Service settings. Vol. Being. No.8. Having. • Pam Scholder Ellen. Consumer Behaviour: Buying. The influence of the musicscape in the service environment. Stephen Dann. 3rd edition. Susan Dann.19. Pg 310-11. Pearson Education. and Purchase Likelihood. (1994). 249-276. • Steve Oakes. Vol. Consumer Behaviour. 9. (2007). Paula Fitzgerald Bone. Williams. The Journal of Services Marketing. David Bednall. No. • Joseph A Bellizzi and Robert E Hite. No 3. Social class influences on purchase evaluation criteria. Pearson Education. Environmental Color.
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