my journey as a consumer 0.3ck

8/19/2019 My Journey as a Consumer 0.3ck

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My Journey as a Consumer

Prepared as a part of the course work for Consumer Behaviour

Under the guidance of Dr. Rajneesh Krishna

By Chandini Konchada


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Table of Contents

1.0 Introduction

2.0 My journey as a consumer

2.1 Food !rdering from an on"ine app"ication

2.2 #"othing

2.2.1 !n"ine $hopping

2.2.2 Buying accessories from a physica" store

2.% $he"ter Buying furniture from a retai" store

%.0 #onc"usion


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1.0 ntroduction&s a consumer I think 'rand recognition means a product ( ser)ice that attracts

one the most and makes him(her use the product ( ser)ice more fre*uent"y. !n"y practica"

e+perience with a 'rand he"ps the customer distinguish with other 'rands and thus

he"ping identify the U$P in the 'rand w.r.t cost, design, co"our etc.

&ccording to the Mas"ow-s hierarchy of needs, the physio"ogica" needs or the

'asic needs ha)e to 'e satisfied 'y humans 'efore any other needs come into picture.

hese are food, c"othing and she"ter.

!.0 My journey as a consumer

/uring my journey as a consumer, I wou"d "ike to wa"k you through my

encounters with each of the a'o)e. I wou"d "ike to discuss how some of the theories

taught in our #onsumer Beha)iour "ectures app"y in the rea" wor"d scenarios.

!.1 "ood # $rderin% from an online a&&lication

First"y, I came across a food ordering app"ication ca""ed "ood'anda which

attracted me the most. his app"ication "ists a"" the famous restaurants 'y "ocation and

most often it has discounts of at "east %0 whene)er a minimum order )a"ue is reached.

It a"so indicates the appro+imate time it takes for the order to get de"i)ered.

I think some of the mode"s ( theories which cou"d 'e app"ied to FoodPanda are

Business to Business (B!B) and Business to Customer (B!C). hen the 'usiness takes

p"ace 'etween two companies, it is ca""ed a B2B mode". For e+amp"e, FoodPanda ties up


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with other restaurants to pu'"icie its 'rand 'y offering discounts, kick'acks etc. to the

restaurants.

hese restaurants prepare food on 'eha"f of FoodPanda which u"timate"y

reach the customer who is the fina" ser)ice recei)er. his indicates more of a B2# mode"

where FoodPanda app"ication 3Business4 is used 'y an end customer.

&nother famous theory that can 'e app"ied here is Drive Reduction Theory

of Motivation. It consists of 2 stages5

$tage 15 he 'asic 'io"ogica" need which I had was hunger and said to 'e in'orn.

$tage 25 My hunger was satiated when I recei)ed my food parce" and started

consuming it. he need gap, in this case hunger, which is the difference 'etween

the e+isting state and the desired state was fu"fi""ed.


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I cou"d associate another theory after "ooking at the FoodPanda "ogo i.e.

semiotic &rocess of inter&retation. hat attracts me the most in the "ogo design is the

anima" ca""ed Panda. he design team at FoodPanda shou"d ha)e chosen this as their

"ogo 'ecause the eyes in image ref"ect the eagerness ( "onging ( cra)ing in the customer to

recei)e the food packet and consume it &$&P. It essentia""y wants to con)ey that the

food that you cra)e is de"i)ered at your doorstep6. he semiotic process is the process 'y

which customers deri)e meanings out of signs and sym'o"s. It is the study of meaning

that is constructed from the o'jects present in e+terna" and interna" en)ironment and how

the meaning is understood.

!.! Clothin%

!.!.1 $nline *ho&&in%

7ecent"y, I got a chance to fu"fi"" my second physio"ogica" need i.e. #"othing.

I wou"d "ike to wa"k you through the process that "ed me 'uying some c"othes and

accessories.


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7ecent"y, I ha)e shopped on"ine for the fo""owing items5

a) *+irts

b) ,air *trai%htner - curler

c) inter jac+ets

I think here Tri/com&onent model can 'e imp"emented. &ccording to this

theory it has three components ca""ed cogniti)e, cathectic 8 conati)e. 9ere, whi"e

purchasing on"ine, I came across a"" the three stages.

a4 $kirts5 I had ordered two skirts in an ecommerce app"ication ca""ed F"ipkart.

I found a dea" on the day of 'ig 'i""ion sa"e. Fo""owing are the snapshots of the same.

he first stage which I came across is 'enefits which I cou"d get if I order it

on f"ipkart. It had great discounts. he discounts they offered were around :0;


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certain products. I fe"t it as an attracti)e dea". his is cogniti)e stage where I had 'e"ief (

know"edge that there were attracti)e offers on disp"ay. his 'e"ief "ed to a positi)e

attitude. his refers to the emotiona" reactions or fee"ings an indi)idua" has towards an

o'ject. hus, it resu"ts in a judgment which resu"ts in positi)e response for fa)oring or

"iking it.

he second stage is cathectic component which refers to the affecti)e or the

fee"ing component. Fee"ing is the affecti)e e+perience of an indi)idua" and refers to

emotions such as p"easantness, e+citement, happiness. hese were the fee"ings whi"e

'uying the product on"ine.

he third stage was conati)e which refers to the 'eha)iora" e"ement associated

with the attitude. Beha)ior is a response to e+terna" and interna" stimu"i. he action that

was associated with me here was to recommend others to purchase on"ine on this 'ig

'i""ion sa"e.

he integration of a"" these three 'e"iefs and know"edge, fee"ings and action

se*uence "eads to attitude.


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&t ti t

ude

# og n it i )ec om po n en t

B e ha ) io u r a "c om po n en t

&e c t i) ec om po n en t

b) =o)a $traightner ( #ur"er5 he same theory ho"ds true for the second product that I

'ought on"ine.

c) inter >ackets5 7ecent"y, I ha)e 'ought winter jackets of the 'rand ca""ed

?ee cooper.

I think whi"e purchasing this product, I came across @&ersonal

evaluation of the 'rand which had ref"ected me the most 'ecause

e)enthough the cost was around A:007s(; which was e+pensi)e and other

was United co"ors of Bentton, cost was %00(;. &mong these two 'rands I

preferred to 'uy ?ee cooper 'ecause of sty"ish and rich "ook.


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$o, I fee" understanding moti)e of purchasing one item o)er another was

the persona" e)a"uation.

!.!.! Buyin% accessories from a &hysical store

7ecent"y, I went to a ma"" near 'y my home to watch a mo)ie. !n my way

'ack, my attention was caught 'y a store ca""ed CDB !ptica"s. I got attracted to its

tag"ine @here EEE&7 and F&$9I!= co""ide6 @?!GE !U7 EE$HH6 I was

initia""y p"anning to 'uy sung"asses 'ut I got attracted to Eyeg"asses 'ecause of a range of

choices offered. I think ncentive theory of motivation app"ies here. he eyeg"ass which

I am wearing now has enhanced my persona"ity. I got chance to choose the fa)orite

co"our i.e. B"ack as the 'order of my eye g"asses. =ot on"y this, they a"so had an

optometrician in the store who tested my )ision and indicated that my )ision is dec"ining.

9e appropriate"y suggested g"asses with proper foca" "ength.

&s per this theory, it imp"ies that moti)ation is not a"ways interna""y dri)en, 'ut a"so

dri)en 'y e+terna" stimu"i. he e+terna" stimu"i are )ery attracti)e to consumers. 9ere, we

shou"d note that attracti)eness of the goa" depends on the cu"ture. he cu"ture here is

friend"iness with the customers.


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.0 Conclusion

In conc"usion, if I p"ace the products on a graph 'ased on the "e)e" of

in)o")ement, decisions in)o")ing food were "ow, c"othing were medium 8 she"ter were

high. he a'o)e "e)e"s of in)o")ement are deri)ed from 2laboration 3i+elihood Model.

he mode" e+p"ores the re"ationship 'etween information or communication, persuasion

and attitude change. E"a'oration is dependent on the in)estment of cogniti)e energy in

the ana"ysis and a'sorption of the information.

Food Clothing Furniture

1

3

5

Level of involvement in each of the physiological needs

Level of involveent

Level of involvement

my journey as a consumer 0.3ck

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