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Table of Contents
Introduction……………………………………………………………………………………………………. 2
The 5 steps of the decision making process…………………………………………………………. 2
Types of consumer decision making…………………………………………………………………… 3
Reference group, social power, and role of advertisement/social media for each generation. 3
Generation behavior, personal details and Malaysian culture on product purchase……. 4
The similarity between generation z and generation x consumers…………………………… 5
Conclusion………………………………………………………………………………………………………. 5
Questionnaires…………………………………………………………………………………………………. 6
References………………………………………………………………………………………………………. 8
Introduction
This is a report of the research I did about consumer behavior. I interviewed a relative; 50 years old male and a 19 years old female friend. The 50 years old male belongs to generation X and the 19 years old female belongs to generation Z. I did so to compare consumer behavior among the two generations. Both of them had previously bought a pair of shoes. To get an insight into which factors came into play when they were buying those shoes, I used a questionnaire where I asked them seven similar questions, whose response I filled in on the answer section. I interviewed them in a face to face setting. Afterward, I analyzed the answers and came up with the following findings.
Objectives
- To find out generation z’s and generation x’s consumer behavior.
- To find similarities between the two generations’ consumer behavior.
- To find out the Malaysian consumer behavior.
- To find out the steps involved in consumer decision making process
- To find out the role of social power in generation x’s consumer behavior.
- To find out the role of advertisement/social media in generation x’s consumer behavior.
- To find out the role of reference groups in generation x’s consumer behavior.
- To find out the role of social power in generation z’s consumer behavior.
- To find out the role of advertisements/social media in generation z’s consumer behavior.
- To find out the role of reference groups in generation z’s consumer behavior.
Interviewees details
Generation x interviewee: 50-year-old male. Working class with average financial ability and social status.
Generation z interviewee: 19-year-old female. College student from an average family financially and social status.
The 5 steps of the decision-making process
Problem recognition. In this stage, the consumer develops a need or desire which they seek to satisfy. For my interview subjects, the 50 years old male felt the need to have an additional pair of shoes to have multiple pairs that he can wear on different days. The 19 years old female desired to own a pair of the trending shoe in town (Yarnold 2014).
Search process. The consumers go into research to find out about the desired product i.e. its price, looks, durability, e.t.c. The consumer may research online, from friends, past experiences, e.t.c. They research for advantages and disadvantages. The male participant in my interview researched from his workmates while the female participant researched from friends and the internet.
Evaluating alternatives. After identifying the product that will satisfy their need, they proceed to search for other relevant information such as the best price, other customer reviews e.t.c. (Yarnold 2014). The 50 years old interviewee did not do much research as the shoe he found was strong and at a fair price. The 19years old female bought the best quality and most beautiful shoe even though it was expensive.
Selection phase. The consumer has considered all factors and now proceeds to decide what and where to purchase it. The generation x participant of my interview decided to buy from the recommended store by his workmate while the generation y bought it online (Yarnold 2014).
Evaluation of the decision. This is the last stage where the consumer has bought and uses the product to see whether it satisfies their desire. Both of my interviewees were satisfied with their shoes. The 50years old male was satisfied by the shoe’s strength while the 19year old female was satisfied that she had a pair of the trending shoe (Yarnold 2014).
Types of consumer decision making
Extensive problem-solving. The consumer does not have a particular criterion to use in the decision-making process and analyzes any relevant product they find.
Limited problem-solving. The consumer has decision-making criteria but needs more information to make a decision.
Routinized Response Behavior. The consumer uses past experience with a product to make decisions.
Reference group, social power, and role of advertisement/social media for each generation.
Generation X
For generation x, informational reference groups may benefit them. For example, in my interview, the 50 years old male referred to his workmate to find out the best shoe store for strong shoes (Reference groups and families 2020).
Social power does not have much of an influence on generation x members. It is common among generation z members. My generation x participant did not exhibit any influence from a powerful figure in society when buying his shoes (Babin & Harris 2016).
Advertisements do play an important role among generation x members. Advertisement showcase a quality product that would satisfy the consumer’s need or desire.
Generation Z
Utilitarian reference groups tend to influence generation z’s consumer behavior. They are influenced to purchase things that will satisfy others’ expectations of them. My generation Z research subject bought a pair of shoes as she wanted to own one and fit in among her peers who had one (Reference groups and families 2020).
Social power does play a big role in the consumer behavior of generation z members. If a celebrity praises a product or is seen using one, the fans or followers buy the product as well. For example, companies partner with social media influencers who have a higher social status to market their products (Babin & Harris 2016).
Social media plays a vital role in generation z’s consumer behaviors. Trends are showcased through social media platforms which influence generation z members to buy those products.
Generation behavior, personal details and Malaysian culture on product purchase
The generation x participant was a 50 years old male. He was a working-class adult of average earnings and average social class. His consumer behavior was oriented towards quality as he focused more on the durability and strength of the shoe he bought. He used advice from his workmate whose age is expected to be the same.
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The generation z participant was 19 years old and was a college student. She was from an average income family and average social class. Her consumer behavior showed that she was influenced by peers to make product purchase. She as well considered the originality of the shoe as she did not want counterfeit shoes which most Millenials dislike.
Malaysian consumers highly price-sensitive, brand-conscious, and quality-oriented. However, with good campaigns, advertisements, and goods variety, prices become of less significance. They are turning to the online purchase of products. They prefer sellers who accept bargains. Middle-class members spend the most though the trend has been reducing. They prefer global brands over local brands (IMPORT EXPORT SOLUTIONS 2020). The Malaysian consumer behavior among the young is influenced by peers. As Sharaf, Isa, & Al-Qasa explain, “The results of this study showed that social influence have a relationship with young consumers’ intention to purchase.”(Sharaf, Isa, & Al-Qasa 2015).
The similarity between generation z and generation x consumers.
Both generations are quality-oriented. They are price sensitive although for generation z other factors such as peer influence could interfere with their price sensitivity. Both use peer influence or advice when making purchases. Both conduct thorough research to find out the quality of products.
Conclusion
Understanding consumer behavior is vital for successful marketing and selling of products. Utilization of the consumer decision-making process would enable the tailoring of effective marketing strategies. Researching subjects serves to further understand consumer behavior and enhance marketing strategies. A thorough and profound understanding of consumer behavior would correspond to a successful business.
Questionnaires
Generation X
| Question | Answer |
| (1)What prompted you to think about buying the shoe? | I needed a shoe to go to work with. I do not have many shoes to change daily so I needed to have an additional pair. |
| (2)Where did you research the various factors e.g. price, durability, comfort e.t.c. of the shoe? | I asked a fellow workmate about a store that he knew which sells strong durable shoes. I focused mainly on the strength mostly and then the aesthetics |
| (3)What are the similarities and differences that existed during the decision making process? | The price of the shoe was the price I was used to so I did not feel like I was overpriced. |
| (4)Did anyone influence your decision? | No. |
| Are there other factors such as age, income, religion, that influenced your decision? | The financial ability (income) influenced it because I bought an average priced shoe as I am a middle-class adult financially. Since I’ll be wearing the shoes to work, I bought stronger and durable shoes. |
| Did the shoe satisfy your need? | Yes. It is strong and suits my style. |
Interviewee: 50-Year-old male
| Question | Answer |
| (1)What prompted you to think about buying the shoe? | It’s the trending shoe in town. I had to own a pair. |
| (2)Where did you research the various factors e.g. price, durability, comfort e.t.c. of the shoe? | On the internet. I researched the price online. This after my friend had told me a rough estimate. I observed different shoes online and choose the most beautiful one; pink for me. |
| (3)What are the similarities and differences that existed during the decision making process? | The shoe was quite expensive from all the dealers I saw but I had enough pocket money so I just bought it. I did however buy from the most expensive dealer for quality assurance. |
| (4)Did anyone influence your decision? | Yes. Most of my friends have brightly colored and beautiful pairs so I had to buy similar to theirs. They also told me the dealer with the highest quality product. |
| Are there other factors such as age, income, religion, that influenced your decision? | No. I bought it because it’s the latest fashion trend. |
| Did the purchase satisfy your desire? | Yes. It’s beautiful and not counterfeit. |
Interviewee: 19-Year-old female
References
Babin, B. & Harris, E. (2016). Consumer Behavior (7th ed). Boston: Engage Learning.
IMPORT EXPORT SOLUTIONS (2020). MALAYSIAN MARKET: CONSUMER. Retrieved 28th October 2020 from
Reference groups and families (2020). Retrieved 28th October 2020 from
http://www.umich.edu/~kcourses/smc435/PDFfiles/ref.pdf
Sharaf, Isa, & Al-Qasa (2015). Factors Affecting Young Malaysians’ Intention to Purchase Green Products. Retrieved 28th October 2020
https://core.ac.uk/download/pdf/42983135.pdf
Yarnold (2014). Consumer Marketing for the 5 Step Model – Marketo. Retrieved 28th October 2020 from
https://blog.marketo.com/2014/09/how-consumers-decide-marketing-for-the-5-step-model.html
