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Tutorial 11

The document presents a take-home exercise for a marketing course focusing on consumer behavior and decision-making. It includes case studies of two individuals, Mrs. Wong and Andy, detailing their purchasing processes for a TV and a massage chair, respectively, while posing questions about consumer decision stages, buying decisions, psychological responses, and information sources. The exercise encourages analysis of consumer involvement and the influence of reference groups in their purchasing decisions.

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3 views2 pages

Tutorial 11

The document presents a take-home exercise for a marketing course focusing on consumer behavior and decision-making. It includes case studies of two individuals, Mrs. Wong and Andy, detailing their purchasing processes for a TV and a massage chair, respectively, while posing questions about consumer decision stages, buying decisions, psychological responses, and information sources. The exercise encourages analysis of consumer involvement and the influence of reference groups in their purchasing decisions.

Uploaded by

1234rrr323
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

BHMH2003

BHMH2003 Introduction to Marketing


Topic Eleven – Consumer Behaviour and Business Decision-making
(Take-home Exercise)

Questions

Mrs. Wong is a housewife living in a public housing estate. She bought a 32’ LCD TV last
month. In order to buy a high quality LCD TV at reasonable price, she collected a lot of
information from TV and newspaper advertisements and sought advices from her friends and
relatives. Finally, she bought a 32” SQNY LCD TV at HK$4,888 and she was proud that she
could make such a smart purchase decision. She expected this TV could be durable for at least 6
years.

Unfortunately, the television was out of order two weeks after Mrs. Wong’s purchase. More
importantly, she learnt from her neighbours that they could buy this 32” SQNY LCD TV at
HK$4,388 and their televisions are still functioning properly. Learning this news, Mrs. Wong
was dissatisfied and upset.

(a) Discuss the FIVE stages of consumer purchase decision process. Illustrate each stage with
a possible example of Mrs. Wong’s purchase of 32” SQNY LCD TV.

(b) Identify the Consumer Buying Decisions and the level of Consumer Involvement in Mrs.
Wong’s purchase of 32” SQNY LCD TV. Justify your identification.

(c) Identify the type of psychological response Mrs. Wong experienced after learning that her
neighbours could buy a cheaper and better LCD TV. Explain why Mrs. Wong has this
psychological response.
BHMH2003

Questions (past exam question from semester 1, 2020/21)

Andy planned to buy a special gift to celebrate his father’s 70th birthday. One day he was attracted
by a TV advertisement which promoted massage chair. The benefits of a massage chair include
deep relaxation, reduced blood pressure, a lowering of the pulse rate, and increased metabolism.
He therefore considers that a massage chair should be an ideal birthday gift which is good for his
father’s health.

Before he goes shopping, Andy has read advertisements placed in health magazines. He has found
that the prices and functions of massage chair vary a lot. He is prepared to spend this weekend to
visit several retail shops with his wife and a church member, Sam, for their opinions. He will also
seek advice from the salespeople on the popularity of different models before making his purchase
decision. He wants to buy a beautiful massage chair within his budget of $50,000.

(a) Identify with justifications the THREE types of information sources Andy used in his external
information search in the consumer decision making process.

(b) Identify the TWO evaluative criteria in the stage of evaluation of alternatives. Illustrate
ONE example of each criterion based on the above case.

(c) Identify and explain the FOUR types of reference groups. Identify with justifications the
TWO types of reference groups which might influence Andy’s purchase decision.

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