Consumer Psychology (PSY514)

Total marks = 20
Assignment # 01
Spring 2024

 Student ID: (BC200400614)

Q1.
Sr. No Identification of
Examples Justification
Stage
1. Sara recently noticed that  Sara has identified a need for
her current vacuum cleaner a new vacuum cleaner,
is not working properly and indicating the recognition of a
is in need of a replacement. problem or need, which
Sara sees a commercial aligns with the initial stage of
advertising a new vacuum the decision-making process.
cleaner that is known for its  She is actively seeking
powerful suction and information about available
affordable price. At the same options, such as the new
time, Sara's friend vacuum cleaner advertised
recommended a different on TV and the
brand of vacuum cleaner recommendation from her
that she swore by. Sara is friend, indicating an
now considering both Information
information search phase.
options and gathering more Search
 Sara is comparing different
information before making a brands and gathering more
decision. details before making a
decision, which is
characteristic of the
information search stage.
 The process of considering
various options and seeking
additional information
demonstrates Sara's
engagement in the
information search stage of
the decision-making process.
2. Ali has narrowed down his Evaluation of  Ali has already narrowed
options to two laptops that Alternatives down his options to two
have similar features and laptops, indicating that he
prices. Ali is motivated to has moved past the initial
find a laptop that meets his stages of problem recognition
specific needs for work and and information search.
entertainment. He is now  He is now actively comparing
comparing the two laptops the two laptops based on
based on their specifications, specific criteria such as
performance reviews, and specifications, performance
user ratings to make a final reviews, and user ratings,
decision. which is indicative of the
evaluation of alternatives
stage.
 Ali's focus on comparing
features and assessing the
suitability of each option
aligns with the evaluation of
alternatives stage, where
 consumers weigh the pros
and cons of different choices
before making a decision.
 The process of comparing
and contrasting the features
of the two laptops suggests
that Ali is currently engaged
in the evaluation of
alternatives stage of the
decision-making process.
3. After purchasing a new  Asma has already made the
smartphone, Asma is purchase decision and
satisfied with the features acquired a new smartphone,
and performance of the indicating that she has
phone, but she notices that moved past the initial stages
the battery life is not as long of problem recognition,
as she had expected. She information search, and
decides to write a review evaluation of alternatives.
online to share her  However, upon using the
experience with the product product, she discovers a
and provide feedback to the discrepancy between her
manufacturer. expectations and the actual
performance regarding the
Post-Purchase battery life.
Evaluation  Asma's decision to write a
review online and provide
feedback to the manufacturer
reflects her engagement in
the post-purchase evaluation
stage.
 This stage involves reflecting
on the purchase decision and
assessing the product's
performance and satisfaction
levels, which is precisely
what Asma is doing by
sharing her experience and
feedback online.

Q2.
1. Internal Sources:
These include the consumer's own personal experiences, preferences, beliefs,
and attitudes. Internal sources of information stem from the consumer's past
experiences with similar products or brands, their current needs and desires, and
their individual characteristics such as lifestyle, personality, and values.
2. External Sources:
These encompass information obtained from outside the individual, such as from
family, friends, peers, advertisements, reviews, expert opinions, and other forms
of marketing communication. External sources play a crucial role in shaping
consumers' perceptions, attitudes, and awareness of products or services,
influencing their recognition of a need for a particular product or brand.