Essay on Consumer Behavior: Diary of My Processes

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Introduction to Consumer Behaviour Diary Assessment Activity Table of Contents 1. Introduction……………………………………………………………. pg.3 Section 1 – Diary Entries 2. Item #1……………………………………………………………. .. pg.3 3. Item #2 ……………………………………………………………. .. pg.6 4. Item #3……………………………………………………………. .. pg.7 5. Item #4 ……………………………………………………………. .. pg.9 6. Item #5 ……………………………………………………………. .. pg.11 Section 2 – Reflection of pre and post purchase 7. Item #1 …………………………………………………………….. pg.12 8.1 Emotions & justifications used in the pre purchase ………. pg.12 8.2 Emotions & justifications used in the post purchase ……… pg.13 8. Item #2 ……………………………………………………………… pg.14 9.3 Emotions & justifications used in…show more content…
I moved through the process of selecting the right gym to join quite quickly as I was very motivated to get started. I took into consideration that this purchase posed physical and social problems and considered those when making my decision. Because I have used a gym before, I was able to put together a list of criteria for my new gym very quickly. With the help of online blogs, the experience of my friends and my past experience I was able to make an evoked set of gyms quickly. I visited both potential gyms (evoked set) and made my final decision based on what I felt on the day. See Figure 3 Figure 3 5. Item #4 Sam’s Birthday Present With my boyfriend’s birthday nearing, I decided to purchase him a sentimentally valuable gift. As I was making this purchase for someone other than myself, I went through a gift selection decision-making process (See Figure 4). I felt that the greatest risk was purchasing my boyfriend something he would not like (social risk). It took me a few weeks to decide on this purchase, as it was very important to me and included a high level of involvement. I have a low dogmatic personality, so was willing to take on the suggestions of Sam’s friends and family. This process was relevant to interpersonal gifting and after a couple of weeks I found myself with a case of ‘gifting anxiety’ because I have never bought a significant gift for my boyfriend before. Figure

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