Diary Entry: One-Day Purchase Experience
Introduction
I decided to document my daily purchase, pre-purchase, and post-purchase experiences in this
diary entry. Through this exercise, I aim to reflect on the qualities that influence my decision-
making process and evaluate the factors that shape my choices.
Pre-Purchase Considerations
Today, I was considering purchasing a new outfit for an upcoming event. I browsed through
several online stores to find something trendy and elegant.
Quality 1: Desire for Variety
I have a strong desire for variety when it comes to fashion, which led me to consider a wide
range of clothing options.
Quality 2: Brand Loyalty
Despite my desire for variety, I tend to gravitate towards certain brands that I trust for their
quality and style.
Purchase Considerations
After researching, I considered three different outfits: a dress from Zara, a jumpsuit from H&M,
and a skirt and blouse combo from ASOS.
Quality 3: Price Sensitivity
As a price-sensitive consumer, I compared the prices of the three options before making a
decision.
Quality 4: Fashion Consciousness
Being fashion-conscious, I evaluated the latest trends and styles while considering my options.
Quality 5: Social Media Influence
I was influenced by social media posts showcasing various outfit ideas for the event, which
helped me narrow down my choices.
Actual Purchase
I decided to purchase the dress from Zara due to its stylish design, affordability, and suitability
for the event.
Quality 6: Decision-Making Process
My decision-making process involved researching, comparing, and evaluating my options based
on various factors, such as price, style, and brand reputation.
Quality 7: Online Shopping Preference
I prefer shopping online for the convenience it offers and the ability to easily compare different
options.
Post-Purchase Feelings
I felt excited about my purchase and looked forward to wearing the dress at the event.
Quality 8: Satisfaction
I felt satisfied with my decision, as it met my expectations in terms of style, price, and suitability
for the event.
Quality 9: Cognitive Dissonance
I experienced a slight cognitive dissonance after making the purchase, wondering if I should
have chosen one of the other options. However, I ultimately felt confident in my choice.
Evaluation of Choices
I evaluated my choices based on personal preferences, price, and the dress code for the event.
Quality 10: Rational Decision-Making
I made a rational decision based on the information available and my personal preferences.
Quality 11: Emotional Connection
I felt an emotional connection to the dress I chose, envisioning myself wearing it and feeling
confident at the event.
Quality 12: Social Identity
The dress I chose also aligns with my social identity and the image I want to portray at the event.
Marketing Communications Influence
Online advertisements and influencer recommendations played a role in shaping my decision.
Quality 13: Marketing Receptiveness
I am receptive to marketing communications and often take them into account when making
purchasing decisions.
Why I Behaved This Way
I behaved this way due to a combination of personal preferences, social influences, and
marketing communications.
Quality 14: Personal Values
My personal values, such as price sensitivity and brand loyalty, influenced my decision-making
process.
Quality 15: Cultural Background
My cultural background also played a role in shaping my fashion choices and preferences.
Consumer Decision-Making Theory
The Compensatory Decision Rule applies to my purchase, as I weighed the pros and cons of each
option before making a final decision.
Quality 16: Information Search
I actively searched for information and compared different options before making a decision.
Quality 17: Perception of Risk
I perceived a certain level of risk in making the wrong choice, which influenced my decision-
making process.
Quality 18: Social Comparison
I compared my choices to those of others on social media, seeking validation for my decision.
Quality 19: Self-Expression
The dress I chose allowed me to express my personal style and identity at the event.
Quality 20: Time Pressure
I felt some time pressure to make a decision, as the event was approaching, and I needed to
ensure the dress would arrive on time.
Quality 21: Post-Purchase Evaluation
I engaged in post-purchase evaluation by reflecting on my decision and feeling satisfied with my
choice.
Conclusion
This diary entry has helped me better understand my consumer behavior and decision-making
process. By reflecting on the qualities and applying consumer decision-making theories, I gained
insights into the factors that influence my fashion choices and the impact of marketing
communications on my decisions.