TROY UNIVERSITY
Lecturer: Mai Thi Thu Trang (Ms) Assignment
Course Number: MKCB 4462 PSY Consumer Behavior
Full Name: Kim Vo Hoang Le Student ID: 1492330
PSY Consumer Behavior (3 products – Air Blade, khaki pants, peanut butter)
Recently, I have bought a scooter for commuting from one place to another. I think it will
play a rather important role in showing the value and class of the driver. For me, this car is a
highly engaging product as it is quite expensive. Also, it is a substitute product, not often bought.
And I only decide to buy it once or twice in my life. Therefore, car buyers spend a lot of time
researching before buying a car. Like me, consider the opinions of friends, relatives, and Internet
consultants before making a purchase. The ultimate goal is to improve the understanding of
product information and choose a suitable motorcycle.
Currently, motorcycle products are being interested and used by many people because it is
suitable for the living standard as well as the needs of Vietnamese people. As a result, the
motorcycle market has become more active. Honda is a well-known brand in the Vietnamese
market, with product lines for different customers. It can be said Air Blade is a strange
phenomenon. This car always remains hot without any comparable line. Its design is also
suitable for many ages (from 25 and up). Particularly male but no exception for women.
I like the Air Blade because it's Honda brand, easy to warranty, easy to repair, and
additional products are also easy to find. In addition, it also sells for a good price if not used
anymore. In general, Air Blade is considered to be a good class, but not a wealthy class. I spend
my time watching experts talk about the Honda brand. Marketers are also very interested in
finding out if customers see the benefits of a product they have bought (including social benefits,
if any). They perceive and judge how to after shopping and using the product. All of this will
impact the next purchase and word of mouth about their products to other customers. Purchase and use behavior
Regulatory Policy to protect consumers Understanding
Marketing Strategy to satisfy target markets Consumer Information processing Group influences Behavior
Needs, emotions, values, and personalities
Demographics and household structure
The motivation process led me to decide to buy a scooter actively. Since my travel needs
are increasing and going to school and working and relaxing, I have to decide to buy it as soon as
possible. The Motivation process model represents the motivations involved.
When the motivating process becomes strong, the matter of purchasing concern is also
influenced by circumstances. According to Maslow's demand hierarchy, scooter buying engines
are affected by self-esteem needs. There are five levels of needs in Maslow's hierarchy. Buying a
scooter is motivated by self-esteem needs. A person feels proud when he/she purchases a scooter.
Once he satisfies my physiological, safety, and social needs, I start looking for a commodity in
order to show off his status in society. Buying a luxurious scooter would satisfy this self-esteem needs. SELF-ACTUALIZATION
(desire to become the most that one can be) ESTEEM
(respect, self- esteem, status, recognition, strength, freedom LOVE and BELONG
(friendship, intimacy, family, sense of connection) SAFETY needs
(security, employment, resources , health, property) PHYSIOLOGICAL needs
(air, food, shelter, sleep, clothing,, reproduction)
Besides, the various stages involved in the consumer decision-making process are: Problem Recognition  Information Search
 Evaluation of Alternatives  Choosing the best alternatives Purchase decision  P
 ost-purchase decision. The high involvement takes place at
the time of Information search and Evaluation of Alternatives. Customers who buy a scooter
spend more time collecting information from various sources like online sources, friends,
relatives, media, dealers, and other market experts. Similarly, at the time of evaluating
alternatives, major time is spent on evaluating the various options available. Furthermore, I base
on certain considerations of price, mileage, brand, quality, features, model, comfort. Hence, the
evaluation of criteria when buying a scooter means a high involvement purchase product.
Next product I want to talk about khaki pants. I bought it in Vietnam Women's Day. The
brand influences the process of deciding to buy it. Libe is a famous Vietnamese clothing fashion
brand among young people from 18 to 30. Most fashion stores have promotions for customers on holidays, except for Libe.
Coming to LIBE, I have a feeling that I am respected. The staff, polite and gentle, greeted
us. During the service experience, the staff here did not give me pressure or a bad attitude.
Besides, I observed that the layout of each row looked very comfortable and easy to expect.
Although the space is not very large, it always gives me an eye-catching view from the entrance
gate, reception, central area, fitting room.
Secondly, I appreciate LIBE staff's attire and style. What brand they work at, they will use
that fashion. Walking around in circles to observe everything, I also chose for myself a pair of
khaki pants. However, when I tried it, I still felt something was missing. And I walked out to
observe once more when I suddenly noticed the shoulder blouse an employee was wearing. I
want to try it. One thing I would like to mention here is stimulation. I think I only buy pants, but
if I want to be a perfect set of clothes, I don't need to think twice. In the end, I chose two items. I
realized my conscious buying behavior was aroused through my five senses. It is called a perceptual process.
The final product that I want to share with you is peanut butter. Peanut butter was one that
was selected among a group of spreads such as jam. The reason to select the same was the health
factor with zero cholesterol/sugar level in this product as compared to others. The selective
perception was the business strategy used where the company preparing peanut butter focused
more on health-conscious customers. Subliminal perception is the psychological phenomenon
working here. This is based on the brief health message conveyed by the peanut butter brand that
has influenced consumer consumption. The advantage factor is better health.
Personal selection factors of a consumer are very important, from perceptual vigilance to
perceptual defense and adaptation. Family pressure is the psychological factor that has led to
product consumption here. The advantage is "assured positive experience" on using this product.
I was satisfied with the use of all three products.