Why does one consumer consider a product or service a need? What turns a need to a want? Do the costs outweigh the benefits in the mind of the consumer? What will the value be determined as; high, low, or somewhere in between?

For this assignment you will write a paper as follows: choose a product or service and describe in detail the consumption process as described on page 5 of your text book.

Introduction

In this paper I would like to discuss different stages of consumption process in relation to a decision being made to buy a broadband internet connection. A customer looks at different factors when he/she makes a decision to buy a product or service. On the other hand, marketers try to target the customers by exploiting these factors and try and make a purchase to the customer. In this paper, I would be looking at the consumption process of a broadband internet connection from a consumer’s and a marketer’s perspective. Following is a step wise description of the consumption process of a broadband internet connection.

Pre-Purchasing Issues

At this stage the consumers might be thinking of a need that might have been raised to acquire a broadband connection. On the other hand, the marketers would be looking to bring in the attention of the customer a broadband connection from a certain company.

Consumer’s Perspective

We could suppose that a person had moved to a new city and to remain in contact with his/her family on skype, a broadband connection is needed. The consumers would think of different option before a decision is made. The consumers would call different companies, would browse internet on mobile phone to look for broadband service providers in that area. The consumer might call other people for an opinion about different service providers and their comparative quality.

Marketer’s Perspective

The marketer would be placing their ads in the newspapers and television. They would have place their advertisement on internet so that these ads are responsive to mobile phones. They would have trained customer staff who are able to convince that their services are better than their competitors.

Purchase Issues

The consumer would be noticing the manner he is dealt by the broadband companies when a purchasing decision is in progress while the broadband marketer would try to make the purchasing process smooth and easy.

Consumer’s Perspective

The consumer would call different broadband companies. He/she would be assessing the information that has been provided about the broadband connection. He would also be assessing the telephone or online customer’s services. Different consumer would show different behaviors while making a purchasing decision. Some would not go into details while others would keep thinking for a longer time before they can make a purchasing decision.

Marketer’s Perspective

The marketers use advertisement that stress on the importance of family and how a person can stay connected to them while being away from them. They would be offering broadband speed that provide uninterrupted video chats.

Post-Purchase Issues

After a broadband connection is acquired, a customers would be assessing the speed and other factors related to the quality of the broadband connection while the marketers would be trying to know how they can make their service better so that the consumers becomes a long-term customer.

Consumer’s Perspective

The consumer would be using the broadband internet to for video chats with family and friend. He/she would also be using the internet for other leisure and professional purposes. If the speed of the connection remain a good level and constant, he/she would remain a loyal customer and suggest the company to others.

Marketer’s Perspective

The marketers would be contacting the consumer for a feedback. Different surveys would be conducted with open and closed ended questions (Reja, Manfreda, Hlebec & Vehovar, 2003). to assess the satisfaction level of the broadband consumer. This feedback would be contributing to the future marketing and broadband services of the company.

Conclusion

I would like to conclude that the consumption process is not a simple process. The consumers follow their own process that convers a want to a need and hence a purchasing decision. On the other hand, the marketer have their own perspective and they try their best to depict a want as a need and hence influence the purchasing decision making.

Module 1 Quiz

 

Course Consumer Behavior
Test Module 1 Quiz
Status Completed
Attempt Score 30 out of 40 points
Time Elapsed 27 minutes out of 30 minutes
Instructions To start the quiz:

1.       Click Assessments on this page or on the navigation bar.

2.       Once you have read the Instructions and Trouble-Shooting page, click Begin.

3.       When you have finished the quiz click on save all answers and then click on submit.

4.       If you have any issues with the quiz, contact your instructor via course room e-mail.

Results Displayed All Answers, Submitted Answers, Correct Answers, Feedback, Incorrectly Answered Questions
  • Question 1

2 out of 2 points

According to the value equation, all of the following are considered sacrifices the consumer makes except:
Selected Answer:  

Convenience

Answers: Effort
 

Convenience

Opportunity
Emotions

 

Response Feedback: Good work
  • Question 2

2 out of 2 points

All of the following describe interpretive research except:
Selected Answer:  

Quantitative

Answers: Phenomenology
Ethnography
 

Quantitative

Qualitative

 

Response Feedback: Good work
  • Question 3

0 out of 2 points

Along with the product, consumers are buying attributes.
Selected Answer:  True
Answers: True
 False

 

Response Feedback: That’s not correct
  • Question 4

0 out of 2 points

Business strategies exist at all of the following levels except:
Selected Answer:  

Tactics

Answers: Corporate strategy
Tactics
Marketing Strategy
 

Pricing Strategy

 

Response Feedback: That’s not correct
  • Question 5

2 out of 2 points

Consumer behavior is the set of value-seeking activities that take place as people go about addressing realized wants.
Selected Answer:  False
Answers: True
 False

 

Response Feedback: Good work
  • Question 6

2 out of 2 points

Consumer orientation is an organizational culture that embodies the importance of creating value for customers among all employees.
Selected Answer:  False
Answers: True
 False

 

Response Feedback: Good work
  • Question 7

2 out of 2 points

Customer Lifetime Value refers to the overall, long-term profitability of the company.
Selected Answer:  False
Answers: True
 False

 

Response Feedback: Good work
  • Question 8

0 out of 2 points

Market segmentation identifies a segment or segment of a market that a company serves.
Selected Answer:  True
Answers: True
 False

 

Response Feedback: That’s not correct
  • Question 9

2 out of 2 points

Marketing myopia refers to a company that views itself in the product business rather than a value business.
Selected Answer:  True
Answers:  True
False

 

Response Feedback: Good work
  • Question 10

2 out of 2 points

Product positioning is the way a product is perceived by a consumer.
Selected Answer:  True
Answers:  True
False

 

Response Feedback: Good work
  • Question 11

2 out of 2 points

The Consumer Value Framework includes all of the following external influences except:
Selected Answer:  

None of the above

Answers: Switching behavior
Lifestyles
Reactions
 

None of the above

 

Response Feedback: Good work
  • Question 12

0 out of 2 points

The Consumer Value Framework includes all of the following internal influences except:
Selected Answer:  

Categorization

Answers: Categorization
Lifestyles
 

Social class

Learning

 

Response Feedback: That’s not correct
  • Question 13

0 out of 2 points

The basic consumption process is as follows:
Selected Answer:  

Reaction, value, need, want, costs and benefits, and exchange

Answers: Need, exchange, costs and benefits, want, reaction, and value
Reaction, value, need, want, costs and benefits, and exchange
Want, need, exchange, costs and benefits, reaction, and value
 

Need, want, exchange, costs and benefits, reaction, and value

 

Response Feedback: That’s not correct
  • Question 14

2 out of 2 points

The total value concept is a business practice wherein companies operate with the understanding that products provide value in multiple ways.
Selected Answer:  True
Answers:  True
False

 

Response Feedback: Good work
  • Question 15

2 out of 2 points

Touch points are direct contacts between the firm and the customer.
Selected Answer:  True
Answers:  True
False

 

Response Feedback: Good work
  • Question 16

2 out of 2 points

When there is a downturn in the economy, private label brands become more attractive.
Selected Answer:  True
Answers:  True
False

 

Response Feedback: Good work
  • Question 17

2 out of 2 points

Which of the following serves more than one segment?
Selected Answer:  

Undifferentiated marketing

Answers:  

Undifferentiated marketing

Niche marketing
Differentiated marketing
All of the above

 

Response Feedback: Good work
  • Question 18

2 out of 2 points

_________ research better enables researchers to test hypothesis.
Selected Answer:  

Quantitative

Answers:  

Quantitative

Qualitative
Interpretive
None of the above

 

Response Feedback: Good work
  • Question 19

2 out of 2 points

__________ is the study that focuses on the thoughts, feelings, and behaviors that people have as they interact with other people.
Selected Answer:  

Social psychology

Answers: Psychology
Cognitive psychology
 

Social psychology

Sociology

 

Response Feedback: Good work
  • Question 20

2 out of 2 points

___________ value is the immediate gratification that comes from experiencing some activity.
Selected Answer:  

Hedonic

Answers: Low
High
 

Hedonic

Utilitarian