In-Class activity- Consumer Behavior
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School
Iowa State University *
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Course
275
Subject
Information Systems
Date
Dec 6, 2023
Type
docx
Pages
2
Uploaded by MinisterHedgehog1873
1.
Please read the following scenario and color sentences that fall into each step of the
following buying processes:
a.
Need recognition
b.
Information search about channels, stores, and merchandise
c.
Evaluation of alternatives for channels, stores, and merchandise
d.
Purchase of the merchandise
e.
Post-purchase evaluation
Salina Wang, a student at Iowa State University, is beginning to interview for jobs. Salina
planned to wear the blue suit she picked out for her college admissions interview several years
ago.
But looking at her suit, she realizes that it is not very stylish and that the jacket is beginning
to show signs of wear
, wanting to make a good first impression during her interviews, she
decides to buy a new suit.
Salina surfs the Internet for tips on dressing for interviews, watches YouTube videos to
make sure she knows which are in fashion, reads through a few fashion blogs such as Who What
Wear, and checks what her friends like on Instagram, as well as what they have pinned on
Pinterest.
She goes to retailers’ websites to examine and compare all their suits
. She then
decides to go to a store so that she can try on a suit and have it altered if necessary. She likes to
shop at Everlane and The Gap, but neither sells business suits. Before going to the Jordan Creek
Mall in Des Moines, she asks her friends to join her. Her pal Lauren responds to her text
message, and they decide to meet at the mall entrance.
Salina and Lauren first go to Dillard’s and are approached by a salesperson in the
women’s work clothing section.
After asking Salina what type of suit she wants and her size, the
salesperson shows her three suits.
Salina talks with Lauren about the suits, and as they are
undecided, they want to get another friend, Hannah’s opinion. Thus, Salina initiates a Face Time
video call with Hanna where she states that she likes all three.
Salina decides to try them on, but when she comes out of the dressing room, she is
unsure which suit to select. After sending Hanna some photos on her smartphone, Salina,
Lauren, and the salesperson all agree that the second suit is the most attractive and appropriate
for interviewing.
Salina is happy with the color, fit, fabric, and length of the suit, but she is
concerned that it will require dry cleaning. It also costs more than she planned to spend. Salina
decides to buy the suit after another consumer in the store, seeing her wearing the suit, tells
her she looks very professional
.
As Lauren and Salina are walking toward the door, they pass the shoe department.
Lauren offers a recommendation: “You need to buy shoes to go with that new suit.” Salina finds
a pair of Sam Edelman pumps that are perfect. She tries on a few pairs to get the right size.
Then Lauren tells her that she thinks the shoes are overpriced. Salina scans the UPC code for the
shoes using her mobile phone’s QR Reader app and finds that Zappos is selling the shoes for $20
less and with waiving shipping fee
. So, using her phone, she orders the shoes from Zappos for
delivery to her apartment the next day.
She returns to her home and tries on the suit again to confirm whether she made the
right decision.
Although the price exceeded the amount she planned to spend, she was still
satisfied with the purchase. So, leaves a positive review about the suit and the store on the
brand’s website.
2.
The Multiattribute Attitude Model
The table above provides general information on supercenters, supermarkets, and internet
grocers.
(a)
Based on the above information, please rate (1-10) each store's performance based on
your belief about how much it may benefit you. Please fill in the yellow cells.
Your
beliefs
about stores’ performance benefits
Performance benefits (attributes)
Supercenter
Supermarket
Internet Grocer
Economy
10
8
5
Convenience
4
8
10
Assortment
10
7
7
Availability of production information
2
6
8
(b)
Please provide your importance weight (1-10) for each attribute
Performance benefits (attributes)
Importance weight
for you
Economy
8
Convenience
8
Assortment
5
Availability of production information
5
(c)
Please calculate the overall evaluation of each retailer.
Formula:
Sum of (Performance belief scores X Importance Weights)
Overall evaluation
Supercenter
Supermarket
Internet Grocer
172
193
195
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