Assign 3, CB Fall 2012,Self Analysis,Zaid Nizami
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Consumer Behavior Submitted by: Zaid Nizami (ERP#01069) Assignment#3 (Self Analysis) MBA-1 Morning Main Campus Introduction (Self Analysis) My buying behavior generally varies drastically on the basis of nature of the product and the price range in which it falls. However, within a certain product range the one I choose to purchase is dependent on the product knowledge, its perception, the promotional schemes, rationality, emotional motives, amount of time available for purchase, my mood and the effectiveness of advertisements. In low value items I am generally an impulse buyer while in high value items I take a lot of time to evaluate the item and its alternatives. But I believe the experience of the product itself is the most important factor impacting my buying behavior in future. Soap (Rs. >50) I am a loyal consumer of LUX soap at the moment and within LUX I prefer buying Purple Lotus and Cream. The first experience of using the product was because of the availability of this soap at home i.e. family as an influencing factor and based on that experience my future buying decisions were tilted towards this brand. The perception about the manufacturer of the brand i.e. Unilever Pakistan Limited gives me confidence on the perceived product quality. The use of brand ambassador like Katrina Kaif in advertisements with a strong sensation has been an important tool of communication for me that has helped to create a strong brand personality of the product in terms of being glamorous and luxurious bar. This positioning based on the brand personality is an emotional motive for me. The product details mentioned on the soap wrapper are an important source of cognitive learning. Product knowledge and advertisements have impacted my attitude positively towards the brand. If it is not available at one retailer, I try to find it in other retail outlets, which shows my high dogmatism for soap category. Deodorant (Rs. 200-350) Deodorant is an innate need for me. I tend to buy AXE deodorant which I consume in a month’s period. Within the brand AXE I show innovativeness by trying different latest variants. My friends generally tend to influence my decision of which variant to buy. It’s also about the personality of the brand AXE itself to which I like to create a brand association with. And because of this brand association I buy other products of the same brand as well like the shower
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