B.A.

(Hons) Staffordshire University

Consumer Behaviour

LIM, Mei Nuan PSY 12019

This Assignment is submitted in partial fulfilment of the requirements of the Staffordshire University for the module of BSB10180-5 Assignment.

Word Count: 1500 words

30 November 2013

ACKNOWLEDGEMENT I would like to express my deepest appreciation to all those who provided me the possibility to complete this assignment. First and foremost, I would like to thank to my consumer behaviour lecture, Puan Rohayati for the valuable guidance and advice. She inspired me greatly to work in this assignment. Her willingness to motivate me contributed tremendously to my assignment. I also would like to thank her for showing me some example that related to the topic of our assignment. Besides, I would like to thank the authority of DISTED College for providing me with a good environment and facilities to complete this assignment. Finally, an honorable mention goes to my family and friends for their understandings and supports on me in completing this assignment. Without helps of the particular that mentioned above, I would face many difficulties while doing this assignment.

CONTENTS Page ACKNOWLEDGEMENT CONTENTS Introduction Question 1 Question 2 Conclusion REFERENCE APPENDICES Individual Report ii iii 1-2 3-10 11-16 17-20 21

Introduction In this report, I wil choose Sushi King as the local chain restaurants. Sushi King is a wellknown Japanese restaurant in public. Currently Sushi King has 70 outlets nationwide in Malaysia. Sushi King is fully owned by Texchem Group of Companies, a diversified Malaysian conglomerate under the leadership of Tan Sri Fumihiko Konishi. Sushi King was established since 1995 to introduce the unique Kaiten Sushi or Revolving Sushi with quick service restaurant concept to Malaysians. This report draws together many of the psychological, social and cultural concept developed throughout the course into an overview framework for understanding how consumers make decisions. This report takes broader perspective and examines consumer decision-making in the context of all types of consumption choices.

Question 1 Deciding what to buy is one of the consumers most basic tasks. In the consumer information processing model (see Figure 1.1), the consumer passes through five stages: problem recognition, information search, evaluation and selection of alternatives, decision implementation, and postpurchase evaluation. Problem Recognition In this information processing model, the consumer buying process begins when the buyer recognizes a problem or need. Information Search When a conusmer discovers a problem, he or she is likely to search for more information. Evaluation and Selection of Alternatives There is no single view on how the consumer process competitive brand informstion and evaluate the value of the brands. One dominant view is to see the evaluation process as being cognitively driven and rational. Under this view, a consumer is trying to solve the problem and ultimately satisfying his or her need. In other words, he or she will look for problem-solving benefits from the product. The consumer will then looks for products with a certain set of attributes that deliver the benefits. Thus, the consumer sees each product as a bundle of attributes with different levels of ability of delivering the problem solving benefits to satisfy his or her need. The distinctions among the need, benefits, and attributes are very important. Benefits are meaningful only if they can address the problem and be instrumental to satisfy the underlying need. As the underlying need is often personal, consumers differ as to their beliefs about what product benefits and attributes are more (or less) important and relevant in satisfying their needs. Based on their personal judgment on importance of benefits and attributes, consumers develop a set of attitudes (or preferences) toward the various brands. One may express his/her preferences of the brands in terms of ranking, probability of choice, and so forth. Decision Implementation To actually implement the purchase decision, however, a consumer needs to select both specific items (brands) and specific outlets (where to buy) to resolve the problems. There are, in fact, three ways these decisions can be made: 1) simultaneously; 2) item first, outlet second; or 3) outlet first, item second. In many situations, consumers engage in a simultaneous selection process of stores and brands. 2

Post-purchase Evaluation Post-purchase evaluation processes are directly influenced by the type of preceding decisionmaking process. Directly relevant here is the level of purchase involvement of the consumer. Purchase involvement is often referred to as the level of concern for or interest in the purchase situation, and it determines how extensively the consumer searches information in making a purchase decision.

Problem Recognition

Information Search

Evaluation and Selection of Alternatives

Decision Implementation

Post-purchase Evaluation

Figure 1.1 The Consumer Information Processing Model

Question 2

Conclusion

REFERENCE Investopedia. (2013). Positive Economic. [Online]. Available from: http://www.investopedia.com/terms/p/positiveeconomics.asp. [Accessed: 26 June 2013] Hastings, M. (2010). Obama's won his great fight but I've never seen America split by such frightening passions. [Online]. 23th March. Available from: http://www.dailymail.co.uk/debate/article-1259930/Barack-Obamas-healthcare-reformpassed-America-split.html#ixzz2XNlNXHBx. [Accessed: 27 June 2013] Mankiw, N. G. (2012). Principle of Economics. 6th Ed. Canada: Cengage Learning. Sloman, J. (2009). Essentials of Economics. 5th Ed. Harlow: Prentice Hall. Smith, S.E. (2003). WiseGEEK. [Online]. Available from: http://www.wisegeek.org/what-is-a-market-failure.htm. [Accessed: 27 June 2013]

[Online]. Available from: http://www.sushi-king.com/About+Us_22_1.htm [Accessed: 19 November 2013]

APPENDICES BSB10180 CONSUMER BEHAVIOUR INDIVIDUAL REPORT NAME: ____________________________ STUDENT ID: _______________________
Individual Report Marks available 5 Marks st (1 marker) Marks nd (2 marker) Agreed Marks

Introduction Brief explanation of what is covered and the structure of the report Stages of the decision making process Evaluation of the decision making process (5 stages: 2 marks for the description of each stage, 3 marks for each evaluation on how do consumers response on each stage and 3 marks for recommendations made to marketer for each stage in relation to the restaurant). Socio-cultural and individual factors Use and apply any FIVE consumer behaviour concepts or theories (5 concepts or theories: 2 marks for each description of the concept or theory, 3 marks for each evaluation on how do consumer response, 3 marks for each implication to the relevant marketer) Conclusion This needed to be a summary of your report. List of References This must be done using the Harvard style of referencing. Include appropriate in-text citation. Presentation Format, structure, grammar, spelling and punctuation Total

40

40

5 100