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Individual portfolio( part 1. personal consumption journal 4TH MARCH 2013 -1ST APRIL 2013, part 2. Ten product list, part 3, Advertisiments Analysis)

Objectives- 1. Demonstrate familiarity with major theories of perception, learning and motivation as they apply to consumer behaviour;
2. Account for and interpret social influences on the consumer;
3. Apply insights from consumer psychology to improve the effectiveness of decisions in both consumer and organisational marketing.
Individual Portfolio:
This assignment is designed to be undertaken in three incremental parts.
The first part requires you to maintain a personal consumption journal.
The second part, you will construct a portrait of yourselves as a consumer by developing a list of ten products or services typically purchased.
The third portion of the assignment- is an advertisement evaluation. This requires you to select two products from your ten product list and locate advertisements or promotions for them. For each advertisement selected, you are required to identify four to six consumer behaviour concepts used in the advertisement, to describe the demographic and psychographic segments to which the advertisement was targeted and to explain the reasoning for your conclusions. Finally, you are asked to assess whether or not they are representative of these segments.
Part 1: Consumption Journal [15 marks] TO BE DONE IN A TABLE FORMAT!
Each one of you is responsible for maintaining a consumption journal for a period of 4 weeks it might be a good idea to choose a 4-week period and monitor purchases each week. You list might be quite long, but dont worry about it. This will describe the products and services which you purchase. Descriptions include what products and services are purchased, where the items are purchased, why the items are purchased, and what feelings are associated with the purchase. Purchases can include things such as supermarket shopping and one-off purchases.
template for maintaining a journal is: (table format!) NOT INCLUDED IN 2000 WORDCOUNT.
Date:
Place of Purchase:
Item(s) Purchased:
Brand Name: (for each item)
Price: (for each item)
Other Descriptive Information:
Reason For Purchase:
Feelings Associated with Purchase:
Part 2: Ten Product List [25 marks] 700 WORDS INCLUDED IN WORDCOUNT
After the 4th week, you should review your consumption behaviour and create a list of ten products or services which you own and/or regularly use. You may select only those products and services which best portray your personality, values and lifestyle. Similar to the journal entry, the list is required to contain detailed information, such as brands, sizes, colours, and/or models, of the products and services.
Part 3: Advertisement Analysis [50 marks] 1300 WORDS INCLUDED IN WORDCOUNT
Once the 10 item product list is complete, you should select two of the items on the list and locate an advertisement for each of the selected products. Remember to state the source of these, including time and date and location (whereabouts if in a printed publication;where if a website; time and programme schedule if TV; location of any ambient media and when you saw the ADVERTS.
PART 1
 

Date
 ‘2014’
Brand name
Price (£)
Other descriptive information
Reason for purchase
Feelings associated with purchase
 
Place of buying

4/03
Pot Noodle
11.63
These are fast-foods, commonly sold with packets of favoring. The precooked type can be eaten straight from the packets or re-cooked, but dried noodle must be cooked before eating.
I was encouraged by its low cost and ease of cooking
Satisfied and exited by its great taste
Supermarket

5/03
Ice-Watch Unisex Quartz Watch
 
36.77
This is a must have fashion accessory.
It comes in different colours and sizes as well as collection.
 
For elegance
It feels so good
Electronics store

5/03
Gelish Soak Off Gel Polish
19.99
The colour is just right for an official occasion.
It has a slight flicker that makes it stoutly attractive.
The product comes in a variety of colours hence making it perfect for matching with a variety of outfits.
 
As a beauty accessory
The gorgeous looks makes me want to buy more and more
Beautician shop

10/03
Budweiser light
1.62
A newly introduced brand of Budweiser, which was intended to have added flavor
For leisure
Not really satisfied because it lacks the expected “added” flavor considering it is a “select”
Restaurant

11/03
Samsung Galaxy SIII
304.99
This Smartphone is the most human mobile ever, especially due to its phase recognition capability among other unique and smart features.
.
 
For communication and internet
Very proud
Electronics shop

12/03
Stanley knife
1.25
It is a very convenient knife which can serve many purposes and its price is relatively low
For cutting vegetables and fruits
Satisfied for having value for my money
supermarket

 
 
 
 
 
 
 

14/03
portable media player
25.3
This product, which is manufactured by Apple Inc., is presumed to be of superior quality but relatively expensive. Its brand is so strong that it is used by many including the media to as a general term to refer to all portable media players
 
 
For listening music when travelling
Although I spent more money than I could spend in other brands, I feel satisfied because I presume the product as of superior quality.
Electronic shopping mall

14/03
Inspirational book
11.23
Contains Inspirational Thoughts for a Happy, Healthy, and Fulfilling Day
 
For inspirational reading
So inspired and satisfied
online

15/03
Miller (lime)
1.98
This is a Miller product that was very successful on introduction
For leisure
Highly satisfied because I was able to get a taste in the lime flavored product, which was different from the regular Miller’s products.
Restaurant

16/03
Paradise Open Petal Pendant
49.95
This necklace is stunningly cute, with petals that resemble the plumeria flower, set with a real diamond and designed from sterling silver.
The item is relatively expensive but gives a classy feeling, besides a gorgeous looks that any flamboyant lady would not want to miss out.
 
As a beauty accessory
So exited
online

19/03
Cotton swabs
0.63
This is a small wad of cotton, made of plastic. It is used for cleaning, besides other uses.
For cleaning of ears
I was happy because returned the value for my money since it is very cheap in comparison with a regular cleaner, and though its use is not very convenient.
Open air market

20/03
Red Bull Energy Drink
1.68
This product stimulates performance, increases endurance, and increases concentration and performance.
 
For staying alert and attentive, to increase performance
Chilled and satisfied
supermarket

20/03
Lace Side Detail Shell Top
 
£ 60
The jacket has a lovely quality material and it is recommended for an official occasion.
 
For attending official occasions
I feel so proud when people give me compliments
 

21/03
non-opioid painkillers
0.99
This product can be bought over the counter to relieve a variety of common aches such as headache, back paid, fever and so on. There are so many brands that usually confuse the customers.
To relieve a variety of aches
Instant pain relive hence satisfied by the product
Pharmacy

22/03
Aviance
10.59
 This product is golden yellow, contains fragrances juices, with a variety of fragrances including lavender and citrus, warm sweet spices, cinnamon, rose, and jasmine (Solomon and Stuart, 2005). 
 
For beauty
I like the product because I at all times get compliments from friends when I use it.
 
Cosmetic shop

25/03
Soft Drink
1.98
This is a recently introduced product of the Coca-cola company, which is relatively expensive. It is commonly sold in take-away empties.
To relive thirst and to give my peers as presents
The product made me feel satisfied die to its perceived nutritious content.
Roadside kiosk

28/03
Bed sheets
12.6
They are cool and comfortable bed sheets
To spread in my bed to make it more comfortable
I was very happy because the product served the intended purpose of making my bed more comfortable
Clothing shopping mall

28/03
Water Beach Wetsuit Shoes
 
£ 8
This shoe is unisex model with protected heal and protective super tread sole.
 
For going out
Very exited
supermarket

29/03
coke zero
 
2.88
Unlike the regular coke brands, coke-zero has low level of sugar and a great real taste that matches its dark colour.
 
For quenching thirst
so chilled and satisfied
supermarket

1/04
A top clothing
56.69
This is a long-sleeved performance top, which is very comfortable and fashionable
 
 
 
To keep off cold while at the same time keeping up with the latest fashion
 
The product made me feel very proud as I could brave the cold weather in a fashionable way
Clothing shopping mall

 
 
PART 2
Introduction
            After week 4, I reviewed my consumption behaviour and created a list of ten products, which I use regularly. These products are the ones that particularly reflect my personality, values and lifestyles. The following section illustrates the list of those products, coupled with their detailed information, including their brands, sizes, colours, models and so on.

Personal fragrances

Type:               Perfume
Size:                2.6 oz
Model:             Aviance
Price:               £10.59 per 2.6 oz
Place purchased: Cosmetic shop
Colour/ingredients: this product is golden yellow, contains fragrances juices, with a variety of fragrances including lavender and citrus, warm sweet spices, cinnamon, rose, and jasmine (Solomon and Stuart, 2005). 

I like the product because I at all times get compliments from friends when I use it.
Its smell is strong to get the attention of people, though is a classy manner. Its fragrance resembles what I would like to wear when visiting a classy restaurant.

Shoes

Type: sport shoes
Size: size 48
Model: Water Beach Wetsuit Shoes
Price:  £ 8
Colour/: Blue, yellow,
Place purchased: supermarket

This shoe is unisex model with protected heal and protective super tread sole. In addition, it is flexible and durable with a soft Neoprene upper.
It is protective against sea urchins, hot sand, glass and sharp stones
It dries quickly and hence easy to maintain
It is suitable for beach walking
I have a passion for sport which influences me to like its type. Also, it is ideal for my interest in beach exploration and water sports.

 

Necklace

Type: Hot diamonds
Size: 20g
            Model: Paradise Open Petal Pendant
Colour: silver
Price: £49.95
Place purchased: online

This necklace is stunningly cute, with petals that resemble the plumeria flower, set with a real diamond and designed from sterling silver.
The item is relatively expensive but gives a classy feeling, besides a gorgeous looks that any flamboyant lady would not want to miss out.

Navy Jacket

Type: women clothing
Size: Length 22″/56.5cm.
            Model: Lace Side Detail Shell Top
            Colour: cream
            Price: £ 60
            Place purchased: urban boutique

The jacket has a lovely quality material and it is recommended for an official occasion.
It is relatively expensive but highly fashionable and classy
It is three buttoned, hence criticized by those who prefer a single button
Looks excellent when fitted with a belt

Polish

Type: nail polish
Size: 15 ml
            Model:Gelish Soak Off Gel Polish
            Colour: pink/blue/black/orange/cream
            Price: £19.99
            Place purchased: supermarket

The colour is just right for an official occasion.
It has a slight flicker that makes it stoutly attractive.
The product comes in a variety of colours hence making it perfect for matching with a variety of outfits.

Electronics

Type: smart phone
Size: 4.8 inch HD Super AMOLED display: 13.6 x 0.9 x 7.1 cm; 132 g
            Model: Samsung Galaxy SIII
Colour: black
Price: £304.99
Place of purchase: Electronics shop

This Smartphone is the most human mobile ever, especially due to its phase recognition capability among other unique and smart features.
It responds, sees, listens and above all it is personal.
The model is designed for everybody, but most importantly marks an amazing new generation of mobile phones.

Inspirational book

Type: Hair styling and colouring booklet
Size: 312 pages: 8.4 x 5.5 x 0.9 inches
            Title: DailyOM: Inspirational Thoughts for a Happy, Healthy, and Fulfilling Day
Colour/ cover: Cream/hard cover
Price: £11.23
Place of purchase: http://www.amazon.com/DailyOM-Inspirational-Thoughts-Healthy-            Fulfilling/dp/1401920500/ref=cm_lmf_tit_4

This is an inspirational book that delivers message of awareness, healing, and well-being.
I use it in finding wellness through mindful awareness and in finding the journey of life more meaningful.
It tackles topics such as relationships, mediations and many more.

Watch

Type: designer/fashion watches
Size/dimensions: 10 x 10 x 5 cm; 45 g
            Model: Ice-Watch Unisex Quartz Watch
            Colour: Pink Dial Analogue Display and Pink Silicone Strap
Price: £36.77
Place purchased: electronics store

This is a must have fashion accessory.
It comes in different colours and sizes as well as collection.

 

Soft drink

Type: canned soft drink
Size: 500 ml can/12-Ounce
Model: coke zero
Colour: black
Price: £2.88
Place of purchase: supermarket

Unlike the regular coke brands, coke-zero has low level of sugar and a great real taste that matches its dark colour. It is a perfect brand for people who do not like high content of sugar or calories.

Energy drink

Type: canned energy drink
Size/dimensions: 250 ml/ 4.2 x 12.5 x 5.4 inches
            Model:Red Bull Energy Drink 8.4-Ounce
            Colour: cream
            Price: £1.68
            Place of purchase: Restaurant
·         This product stimulates performance, increases endurance, and increases concentration and performance.
·        As a student, I need to spend extra hours awake and this Red Bull has done wonders for me. I normally use it occasionally when I need to remain attentive for many hours in the night when doing my studies especially during exam time.
PART 3
Introduction
            Following completion of the 10 item product list, I selected two of the items in the list including Samsung Galaxy SIII and Red Bull energy drink, and located an advertisement for each of the selected products. Then, I identified four consumer behaviour concepts used in those advertisements, and described the demographic and psychographic segments which they were targeted, including the reasoning for my conclusions.
Electronics
Type: smart phone
Model: Samsung Galaxy SIII
Advert: website
Location of website: http://www.samsung.com/global/galaxys3/
Time and date of location: 23/5/2013: 8:00 AM
Consumer behaviour concepts used in the advert
1.      Consumer decision-making/cognitive process
            Decision making is a cognitive process that determines the choice of different alternatives. Every decision making process leads to an ultimate choice. It can be an opinion or an action. The process starts when prospective consumers decide to use or purchase a service or a product but they are not sure of what to choose. As such, the decision making process is a reasoning and prudential act and can either be rational or irrational (Wilska, 2006). The decision making process follows a five stage path and can be used to reflect the choice of smart mobile phones by the mobile phone users (Wilska, 2006).
The five-step problem solving classical model is particularly used in marketing perspectives. The process includes need- information search, evaluation, purchase and post purchase (Wilska, 2006). The five steps models are mostly applicable in complex and rational behaviours. The purchase of smart phones by the youth follows this model together with values that are attached to symbolic values associated with brands. In featuring Samsung Galaxy SIII in awebsite advert, the marketer must have considered the process that consumers undergo in deciding which products to purchase as described in this section. In view of this, the market’s aim is to influence the potential customers during their stage of information search, by availing adequate information including the description and benefits of the product in a website, such that they are convinced that the brand in question is the best that can satisfy their need.
2.      Perceptions
            Studies have shown that use of smart phones can be influenced by behavioural intention as a result of the customers’ perceived usefulness. This is a key determinant of intentional behaviour and is associated with the users’ behaviour intention that motivates them to use a particular handset (Agarwal and Karahanna, 2000; Gefen, et al., 2003; Thong, et al., 2002). A young person’s attitude towards use of a particular hand set is influenced by perceived ease of use of the smart phone and the perceived usefulness where by the perceived usefulness plays the greatest role than the perceived ease of use.  The website advert is rich in information that is ideal for influencing the potential customers’ perception. Novice users are more likely to perceive the phone as useful due to ease of use, as feature that is described so accurately in the advert (Davis, 1986; Moon and Kim, 2001; Selim, 2003).
3.        Attitudes
            The website advert has also been used to influence the potential customers’ attitudes, with the aim of winning their royalty.  Some studies have revealed that behavioural intention is a good determinant of the real use of the smart phone. Mathieson (1991), Taylor and Todd (1995) and Venkatesh and Davis (2000) have suggested that the users of smart phones can be influenced by influencing their attitudes and beliefs. The information contained in the website is aimed at making the customers to become used to the brand such that they become more loyal and less price sensitive in the long-run. Furthermore, contact with the advertisement is very critical in altering consumers’ knowledge, behaviour and attitude (Arpa, 2002).  The images in the websites are so appealing in order to seize the interest of the audience.
4.      Positioning
            The placement of the adverts helps to influence the consumers to identify with Samsung Galaxy SIII, as a brand. This, in intern, will influence the audience to become royal customers in the long-term (Mandel, Petrova and Cialdini, 2006).  This becomes possible because when potential consumers are incessantly exposed to certain brand name through advertisement, the customers eventually position the product in their minds in different ways. For example, some will identify the product as of superior quality as opposed to rival products, and hence they make sure the buy that particular brand every time they need it, and avoid those of the rival companies (Assael, 2005).
Is the advert representative of the segment?
            Ideally, Samsung Galaxy SIII, mainly targets the youth, most of whom are computer literates. Indeed, most of them spend a substantial proportion of their spare time in the internet, hence they are most likely to undertake information search online, more than any other place. In conclusion, this is a perfectly representative advert.
Energy drink
Model:Red Bull Energy Drink 
Advert: Red Bull Website
Location of website: http://www.redbullusa.com/cs/Satellite/en_US/Video/red-bull-commercial-
Time and date of location: 23/5/2013: 9:00 AM
1.      Perception
            This creates a perception that use of Red bull can help a person become so energetic to an extent of excelling in the most fearful endeavors, including jumping from a mountain, flying across the Alps, dong back flips, space jump and much more. Although it is hard to believe what one watches from this advert, many potential consumers of Red Bull cannot help but want to test this commodity that is identified with incredible energy. Watching the advert, most of those who are featured are sports men and women, and therefore many of those who participate in sports are likely to try the drink so they become successful in sports (Kotler and Keller, 2009; Ktonecnik and Gartner, 2007)
2.      Product positioning
            As defined by Kotler and Keller (2009) positioning refers to the process of designing the company’s products and images to occupy a distinctive place in the minds of the target market. Most of the audiences who will follow this advert are likely to identify Red bull with superior quality that is likely to make them excel in their physical and mental activities.  The advert looks so real and, certainly, it is probable that this strategy will influence many potential buyers to become royal customers (Porter, 1980)………………………..
 
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