BM2217

Name: K e l l y J a k e O D e o c a m p o Section: BSIT202-A

Date: 04/13/24 Score:

Activity 1

Instructions (6 items x 5 points):

1. Choose five (5) friends or family members to participate in this activity.
2. Complete the boxes with factual scenarios and supporting details about a recent decision-making
process as a customer or consumer.
3. Create a customer profile and market segmentation based on the information gathered. Refer to
Pages 1-2 of 06 Handout 1.

Stage 1: Need Recognition

Guide questions:
• When was the most recent time you purchased a shampoo online or in person?
• What triggers or motivates you to make this purchase?

Person 1: Emerlita My mom Emerlita sells shampoo online, because she is an online seller, but also, she buys the product
(Mother) to use it, and sometimes she just buys at the store. My mom said what triggers her to make the purchase
because shampoo is useful when taking a bath and to avoid dandruff.
Person 2: Paolo My brother Paolo buys shampoo all the time when taking a bath at a store, and this motivate him to
(Brother) make the purchase to make his hair smooth and dandruff free.
Person 3: Queenie My cousin Queenie purchased shampoo at a store every time she takes a bath. This motivates her to
(Cousin) make the purchase because it is essential and good for the hair to be smooth and to smell good.
Person 4: Pray (Friend) My Friend Pray said that he sometimes buys a shampoo online and at the store. This motivates him to
buy it because it is good for the hair, and it makes his hair shine and too smell good.
Person 5: Jiro (Friend) My Friend Jiro always buys shampoo at a store. And this motivates him to buy shampoo because it is
good for the hair and smells good.

Stage 2: Information Search

Guide question:
• How did you gather information about the shampoo you just bought?

Person 1: Emerlita My mom Emerlita said that when she buys a shampoo she always check the labels at the back for
(Mother) additional information and sometimes in TV advertisements.
Person 2: Paolo My brother said that because of the influence of his friends to buy this kind of shampoo because it is
(Brother) affordable and good to use and is healthy for the hair, so in summary he gets the information from his
friends.
Person 3: Queenie Queennie just listen to the advertisement on tv and motivates her to buy the product because for her the
(Cousin) product is good, and have gathered the information about the shampoo she buys.
Person 4: Pray (Friend) Pray said that because of advertisements he knows what shampoo to buy and how good it is to use.

Person 5: Jiro (Friend) Jiro said that because of the people around him telling him that to buy this kind of shampoo because it
is good for our hair, and always ask about why it is good, so in that way he was able to gather all the
information he needs.

Stage 3: Evaluation of Alternatives

Guide question:
• What other options or alternative shampoos did you consider?

Person 1: Emerlita Prior to completing her purchase, Emerlita thought about a few other
(Mother) shampoos from several companies that made the claim to target hair
problems include nourishing the scalp and controlling frizz. She contrasted
components, product details, and client comments to create an
well-informed choice.

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Person 2: Paolo Prior to completing his purchase, Paolo thought about a few other
(Brother) shampoos made to manage dandruff and soothe sensitive scalps. he
Comparing components and searching for goods devoid of unpleasant chemicals and gave
those with calming and moisturizing qualities priority.

Person 3: Queenie Prior to purchasing, Queenie thought about a few other

(Cousin) shampoos safe for color from reliable companies. She searched for goods.
especially designed to nourish and prevent hair color loss
and fortifying the hair.

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Person 4: Pray (Friend) Before making his purchase, Pray considered several alternative clarifying shampoos from
different brands. He looked for products specifically formulated to remove excess oil and
product buildup without stripping the hair of its natural oils.
Person 5: Jiro (Friend) Before making his purchase, Jiro considered several alternative hydrating shampoos from
different brands. he looked for products enriched with natural oils and botanical extracts
known for their ability to nourish and moisturize the hair.

Stage 4: Make the purchase

Guide question:
• When you bought the shampoo, what were your most important considerations?

Person 1: Emerlita Emerlita top priorities when purchasing the shampoo were its
(Mother) appropriateness for her hair type, accessibility to delivery, and cost
alternatives. She chose a shampoo that claimed to fortify and
provide her hair more volume while staying inside her budget.

Person 2: Paolo The shampoo's value for money, suitability for everyday use, and capacity to thoroughly clean
(Brother) Paolo's hair and scalp were his top priorities when making his purchase. He went with a
clarifying shampoo made with natural components that are supposed to have cleansing
qualities.

Person 3: Queenie When purchasing the shampoo, Queenie’s top priorities were
(Cousin) its appropriateness for sensitive skin, efficacy in treating scalp concerns,
and cost-effectiveness. She went with a shampoo that has known natural ingredients.
for their anti-inflammatory and relaxing qualities.
Person 4: Pray (Friend) Pray's primary concerns when purchasing the shampoo were its capacity to maintain his hair
color, compatibility with his hair type, and cost. he made the decision to protect his hair from
environmental harm by using a color-safe shampoo enhanced with antioxidants and UV
filters.
Person 5: Jiro (Friend) Jiro's primary concerns when purchasing the shampoo were its capacity to moisturize and
enrich his hair, its appropriateness for her dry scalp, and its cost. To add moisture back into
his hair, he went for a moisturizing shampoo that contained components like shea butter and
argan oil.

Stage 5: Post-purchase evaluation

Guide questions:
• Are you satisfied with your purchase? Rate it from 1-10 (10 as the highest).
• Would you continue purchasing the same brand in the future?

Person 1: Emerlita Emerlita gives her purchase a 9 out of 10 and is really happy with it. She
(Mother) is grateful for the discernible change in the structure and volume of her hair
following shampooing. She plans to keep making the same purchases.
brand going forward unless she discovers a superior substitute.

Person 2: Paolo Paolo gives his purchase a ten out of ten because he is so happy with it.
(Brother) Since then, he has observed a noticeable improvement in the state of his scalp.
use the new shampoo instead. he intends to keep buying the
same brand going forward as long as it keeps producing favorable
outcomes.

Person 3: Queenie Queenie gives her purchase a 9 out of 10 and is really happy with it. She
(Cousin) has observed a notable improvement in the duration of her hair color and
brightness after using the new shampoo. She intends to carry on
buying the same brand going forward to keep her hair colored
genius.
Person 4: Pray (Friend) Pray gives his purchase an eight out of ten and is happy with it. He
has observed a discernible improvement in the texture and sheen of his hair
after applying the shampoo. Even if he plans to keep buying the
same brand for the time being, but he's still willing to consider different options in the
in the future.

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Person 5: Jiro (Friend) Jiro gives his purchase a 10 out of 10 and is happy with it.
10. he has observed a notable improvement in the texture and
amounts of hydration after using the shampoo. he plans to carry on
if the brand keeps delivering, buying it again in the future
outstanding outcomes.

Customer Profile and Segmentation Analysis:

Target Market: To meet their varied hair care needs and busy lifestyles, young adults and new graduates are looking
for affordable and practical hair care solutions.

Demographics: ● Age: Primarily 18-26 years old, with my mom being older at 40.
● Gender: Both male and female.
● Education: Government Employee and 2 college student, 1 Senior high school student and 1 Junior
high student.
● Location: Suburban location with easy access to nearby retailers and internet marketplaces.

Psychographics: ● Due to hectic schedules, values efficiency, and convenience in hair care regimens.
● Looks for reasonably priced, high-quality products with observable effects.
● Appreciates items that address tastes and hair issues.
Behavioral frequently makes purchases online for accessibility and ease.
Characteristics: ● Before making a purchase, actively looks for information and reads reviews.
● Willing to spend a premium on items that will maintain hair health over time.
● Faithful to companies who share their ideals and provide consistently high-quality products.

Market Segmentation:
Demographic Age: 18-22 years old, and 40 years old
Segmentation ● Gender: Both male and female
● Education: Government Employee and 2 college student, 1 Senior high school student and 1 Junior
high student.
● Marital Status: Single/Taken
Psychographic Value-conscious people looking for options that fit their budget
Segmentation: ● People who value convenience give priority to solutions that save time.
● People who value quality and concentrate on high-end, efficient products
Behavioral Frequent internet users because of accessibility and convenience
Segmentation: ● Fans of social media who are impacted by recommendations and trends
● Consumers on a tight budget looking for sales and discounts
Needs-based Students in college have different hair issues (such as dry hair, greasy scalps, and color-treated hair)
Segmentation: ● People who work while managing their social lives and looking for quick and efficient hair care
solutions
● Fashion-forward folks eager to check out new goods and looks

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Rubric for grading:

CRITERIA PERFORMANCE INDICATORS POINTS

Content Provided pieces of evidence, supporting details, and factual scenarios 3

Organization of
Expressed the points in a clear and logical arrangement of ideas in the paragraph 2
Ideas

Total 5

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