Executive Summary
The given paper is devoted to the analysis of personal consumer behavior, preferences, and choices. For this reason, a consumption journal containing information about seven days is created. It is followed by the analysis of the consumer profile that rests on the given journal and the list of the five most important products used almost every day. Finally, there is an investigation of the advertising with a detailed description of how different aspects of consumer behavior are affected and recommendations for the involvement of a new segment and popularization of sales among them. At the end of the paper, a conclusion is offered.
Introduction
Today, people live in a consumer society with a wide variety of products available for them at any moment. For this reason, brands try to attract clients’ attention by making unique offerings or launching campaigns that might affect the target population. Managers have to understand all aspects of customers’ behavior to consider all their needs and generate a competitive advantage. The following consumption journal and its analysis can help to trace how decision-making is impacted today.
Consumption Journal
Day 1
This day I started with buying a toothpaste Crest Complete Whitening because my previous one ended. I always buy this brand because I like the combination of quality and price. I also bought a dozen eggs (Cal-Maine) in Walmart to have something for breakfast. During the day, I had a bottle of Coca-Cola because I felt thirsty and entered McDonald’s to have a hamburger. I also visited Starbucks to have a cup of cappuccino in the evening. On my way home, I purchased an orange juice, Simply Orange, to drink before going to bed. I usually buy this very brand as it has good taste and seems natural.
Day 2
In the morning, I entered the local groceries to buy some products. These include bread (Allinson’s), milk (Horizon Organic), and some fruits such as bananas (Dole), and apples. I tried to eat healthy food, that is why I wanted to select healthy products. For this reason, these brands and items were selected. Later, I bought a bottle of Coca-Cola because I was thirsty. In the evening, I met my friend, and we had a cup of cappuccino at Starbucks. On my way home, I entered the local shop and bought fresh beef to have something to eat.
Day 3
I started a day buying soft tissue paper and kitchen paper as the previous ones ended. I usually do not pay attention to brands of these products as I select the best possible price as it suits me. The day was busy, so I did not have time to visit the shops. Only in the evening, I bought another bottle of orange juice from the same brand. At home, I also used iTunes to buy a song I heard during a day because I liked it. The service is convenient and understandable, that is why I often use it.
Day 4
I had to buy bread again, and I selected the same brand because I am satisfied with the taste and quality. I also had to purchase shampoo Head and Shoulders Classic, and a shower gel. Buying these products, I usually pay attention to flavor, ingredients, and my experience of using the item. For this reason, I have some traditional choices regarding the given sort of goods. I also wanted to watch Netflix in the evening, so I had to pay for this service to get access to my favorite series. I chose this provider as I like its offerings and the diversity of available materials.
Day 5
I had to buy a dozen eggs again, orange juice, and bread. Additionally, I bought bananas and fresh vegetables such as cucumber, pepper, onion, and tomatoes at the local grocery. I wanted to make a salad to have something for supper, that is why I selected these products. I only paid attention to their quality and price, disregarding the brand. I also had to buy olive oil to dress the salad. Today, I visited Starbucks again cause I like the coffee of this brand and spending time there with friends.
Day 6
There were no significant purchases as I had all products. However, during the day, I bought a bottle of Coca-Cola because I was thirsty. In the evening, I ordered pizza from the local pizza house (Papa John’s) to have something to eat here because I did not want to cook at home. I like this restaurant because of the existence of multiple options, rich menu, and a good taste of products combined with a good price. I also ordered a book from an online shop as I read this author and enjoy all his works.
Day 7
I bought a dish soap as my previous one ended, and I needed something to clean the dishes. I did not find any famous brand, so I selected the product with the best price. I also bought an application to work with videos and photos in Apple Store. I heard positive feedback about it and decided to try it to improve my own recordings or shots. In the evening, we met with friends and had two cups of cappuccino in Starbucks. I also ordered Chinese food to eat at home because I had no desire to cook.
Consumer Profile
- iPhone – It is the product I regularly use, including the services offered by the company such as iTunes, AppleStore. It is the X model, blue color, so I can enjoy the benefits of using a high-quality smartphone. It perfectly reflects my identity as my lifestyle presupposes the use of social media, communication with friends, and chatting using this device. It remains in my hands for the bigger part of the day, so it is one of the most important products.
- Starbucks – I am a fan of coffee, and I drink it every day. It means that this brand’s products, such as cappuccino, are an essential part of my life. I always meet with friends and go to Starbucks to enjoy high-quality products and good taste. I also value the traditions of the firm and specific design that is peculiar to these restaurants
- Netflix –Cinema is an essential part of my life, and I want to see the most popular and new shows. For this reason, Netflix is another important service for me. It provides viewers with high-quality and diverse content, while the price is reasonable. That is why I always pay for a subscription and spend evenings watching a new movie.
- Orange Juice – I am a fan of this product, as I consider it a vital part of a healthy lifestyle. I tried numerous brands, however, Simply Orange is my favorite one at the moment. I like the combination of taste, price, and ingredients. I try to have some bottles in a store as I usually try to have a cup of orange juice during the day.
- Coca-Cola- this product is one of the beverages that I drink more often than other ones. I think it happens because of the long history of the brand, its famous character, and an effective promotional campaign. At the same time, I like the taste and feeling of being part of a specific culture associated with drinking the product.
Describing my shopping identity, I should mention several important factors. First of all, I prefer to make purchases alone. It gives me time to think about the product, analyze its components, and make a decision whether to buy it or not. At the same time, I will not feel stressed because of the presence of another person and the need to follow his/her advice. Moreover, I usually buy the same products, which means that I do not need any additional information about them. Second, I do not give much attention to brands or famous producers that are popular at the moment. I usually take into account the ingredients, price, and taste of a certain item. For this reason, I can admit the low impact of advertising campaigns on me. At the same time, I can follow some popular culture when drinking Coca-Cola or visiting Starbucks. I think it is a vital component of my buyer behavior as it demonstrates factors impacting my decision-making process.
I also rely on feedback that can be found on social media or acquired from my friends. I think it provides more relevant and objective data related to a particular good, which is important for making a decision and enjoying the high quality of the selected product. In such a way, social media becomes a platform where I can discuss my would-be purchase or look for additional information about an item that is needed for me.
Altogether, my shopping identity presupposes buying some goods that have a reliable reputation and possess qualities that I appreciate. The majority of products I use in my daily routine belong to a specific culture or just come from my own preferences. It means that I am not easily affected by the promotional activities of giant corporations; however, I can be influenced by the positive feedback of other people or my friends if it demonstrates the advantages of a particular product and its benefits for me (Kotler and Keller, 2015). It can be considered one of the common patterns for my age group and social class.
Advertisement Analysis
Culture
Starbucks emphasizes the unique culture peculiar to the brand. The slogan at the bottom states, “it’s not just coffee. It’s Starbucks”, which also means that it is not a simply firm, however, it is a specific culture with a long history and multiple followers around the globe. By buying its products, a client might join this cohort and enjoy the perfect taste (Hoyer, Maclnnis and Pieters, 2017).
Quality
Quality is another vital element impacting customer behavior. For this reason, the selected commercial emphasizes the fact that the firm devotes much attention to the given aspect as it is ready to prepare a product that will meet the demands of any client (Schiffman and Wisenblit, 2018). At the same time, the ending phrase “make sure you’re in a Starbucks” emphasizes the fact that the brand is known for its high quality and perfect taste.
Client Service
The ad also shows that clients’ preferences are important for them, and they are ready to consider all their demands to make a beverage that will be attractive to them. For this reason, although there is a standard recipe, workers of the company are ready to introduce changes that are important for an individual. In such a way, the commercial emphasizes the focus on clients’ needs (Solomon, 2016).
Gender
Consumer behaviors also differ regarding the gender peculiarities of people, which means that it is vital to consider them to ensure the popularity of a product. For the selected ad, neutral colors are chosen as the background. They cannot be considered stereotypically female or male, which means that the brand does not differentiate clients regarding this factor, and the commercial outlines this fact (Kardes, Cronley and Cline, 2014).
Demographics
Social class is another critical determinant of consumer behavior as the correct choice of the target audience is vital for high sales. For Starbucks’ advertising, the cup of coffee remains in focus, while the big city is the background of the image. The commercial appeals to the idea that people living in a big city might find time to have one cup of coffee to gain energy and return to their business (Khan, Yusop and Baharudin, 2018).
Price
Finally, price is one of the critical factors that might attract clients. For Starbucks, it remains comparatively high; however, accepting this fact, the company also offers the idea that products possess the unique taste and quality, and they can be made over if these aspects do not meet clients’ expectations (David, David, and David, 2016). It means that by paying his/her money, an individual does not face the risk of consuming poor products, which is critically important for decision-making.
Market Segment
Starbucks has always been known as the brand offering high-quality and not very cheap coffee to its clients. For this reason, it has a specific market segment that is comprised of middle and high-income individuals, very often office workers, who are ready to pay for premium beverages (Mothersbaugh and Hawkin, 2015). The focus on the given audience preconditions the employment of various promotional activities and, at the same time, presupposes the existence of a specific culture.
Personal Attitude and Recommendations
I can relate myself to individuals with a middle level of income, which means that I also belong to Starbucks’ target audience. Additionally, I love coffee and prefer enjoying high-quality beverages prepared using good beans. Finally, I like the feeling of belonging to a particular culture, which means that the brand meets my requirements and becomes a good choice.
To cover another segment, it is possible to introduce a second cup of coffee in the ad and emphasize the fact that it will be free for people who order one beverage during specific hours. It will attract a new cohort of clients because of the chance to save money or invite a friend (Hitt, Ireland and Hoskisson, 2013). Additionally, it is possible to outline environmental issues, fair trade, and support of green incentives to make the brand more attractive for people who are aware of these concerns.
Conclusion
Altogether, it is possible to conclude that consumer behavior depends on multiple factors that affect a person at a certain moment. It might include cultural influences, price, quality, and popularity of the brand. For this reason, for companies, it is critical to analyze the market and the target audience to realize the basic patterns and trends and create new offerings that will be able to meet all people’s demands for products.
Reference List
- David, F., David, F. and David, M. (2016) Strategic management: a competitive advantage approach, concepts and cases. 16th edn. New York, NY: Pearson.
- Hitt, M., Ireland, D. and Hoskisson, R (2013) Strategic managment: competitiveness and globalization. 10th edn. Thousand Oaks, CA: Cengage Learning.
- Hoyer, W., Maclnnis, D. and Pieters, R. (2017) Consumer behavior. 7th edn. Thousand Oaks, CA: Cengage Learning.
- Khan, S., Yusop, Y. and Baharudin, B. (2018) ‘Starbucks market segmentation and targeting’, International Journal of Business and Management Invention, 7(5), pp. 44-45. Web.
- Kardes, F., Cronley, M. and Cline, T. (2014) Consumer behavior. 2nd edn. Boca Raton, FL: Cengage Learning.
- Kotler, P. and Keller, K. (2015) Marketing management. 15th edn. New York, NY: Pearson.
- Mothersbaugh, D. and Hawkin, D. (2015) Consumer behavior: building marketing strategy. 13th edn. New York, NY: McGraw-Hill Education.
- Satisfaction guarantee (2016)
- Schiffman, L. and Wisenblit, J. (2018). Consumer behavior. 12th edn. New York, NY: Pearson.
- Solomon, M. (2016) Consumer behavior: buying, having, and being.12th edn. New York, NY: Pearson.