TiniWorld Case Study

MKTG1421 CONSUMER PSYCHOLOGY AND BEHAVIOUR

Semester

2021-1

Title of Assignment

Assignment 2: Consumption Journal

Name and Student ID

Hoang Minh Chau – s3818349

Signature

Chau

Location

Saigon South

Class Group

G07 SGS

Lecturer

Huynh Thien Kim

IMPORTANT NOTICE: All students listed on this page declare that they have read and agree to

the statement of authorship on the next page.

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Contents
I.

Introduction ................................................................................................................................... 4

II. Discussion....................................................................................................................................... 4
III. Stages of Decision-making ............................................................................................................ 4
Step 1: Problem Recognition ............................................................................................................. 4
Step 2: Information Research............................................................................................................ 4
Step 3: Evaluation & Selection .......................................................................................................... 6
Step 4: Store choice and purchase..................................................................................................... 7
Step 5: Post-purchase......................................................................................................................... 7
IV.

Recommendation....................................................................................................................... 8

Reference ............................................................................................................................................... 9
Appendix .............................................................................................................................................. 10

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I.

Introduction

The primary goal of studying consumer behavior is to assist marketers in understanding how
their customers react and respond to their marketing strategies. This report will evaluate the
two different levels of purchased involvement items in my decision making process, they are
Derladie vitamin serum (Limited decision-making) and Apple Watch Series 6 (Extended
decision-making).

II.

Discussion

Table 1: The description of products purchased

III.

Stages of Decision-making

Step 1: Problem Recognition
Stage

Problem
Recognition

Derladie Serum
+ My problem recognition occurred when
I had a lot of pimples and pitted scars on
my face after having used an unsuitable

skincare product for a long time. This is
an emergency problem since I did not
expect the last products leaving a serious
issue on my skin and I feel the urge to
have a scar and acne treatment product
instantly.
+ That is the situation when my actual
state exceeds desired state.

Apple watch
+ Many of my friends wearing smart
watches and I found it very fashionable
and luxury. Moreover, I usually use
Google Map in Ho Chi Minh city, and
it is inconvenient for me using mobile
phone when I’m outside due to the
phone robberies in this big city. I
considered it as a planning problem
because I acknowledged that I needed a
convenient map, but I did not need an
immediate solution.
+ It is the situation when desired state
exceeds actual state.
Both my purchasing patterns are noted as Generic problem recognition since They
highlight their products' outstanding benefits and recognizes the problem for which
there is no other solution to pique the interest of customers.

Step 2: Information Research

Source of

Internal
information search

Derladie serum
I tried to recall my internal memory and
past research about this product, I
learned and read the components on the
website that this product consists of

Apple watch
My information search journey could
be perceived as an exploratory search,
since Apple provides multiple
informative promotion that intrigue a
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75% witch hazel extract and bamboo tech admirer like myself. For internal
powder, which help to soothe acne and search, I remembered experience from
reduce acne swelling (Hasaki n.d.a).
the products of the brand, including
iPhone and Air pod, so I put a great
trust on this brand reputation.
Independent source: I refer to a high Personal source: Many of my friends
rated review of this product in the used it and advised me to buy them
beauty group on Facebook, that Independent source: I did a research
reviewer had the same skin condition as on the Internet about “Best
mine and he’s also using this product Smartwatch for iPhone (IOS)”. A
for treatment (Appendix A).
reliable source recommended some

Marketing source: The salesperson of best products including Apple brand.
External
the store advised me the right serums Marketing source: I’m a huge fan of S
search
for my requirements.
Channel on YouTube and there was an
advertising video about Apple Watch
(Appendix B), that attracted me a lot.
Experimental source: they offer the
product trial at the store. I could wear
the smartwatch to test the fitting color
and its functions.
I classified it as a brand in evoked set, As a brand in the evoked set, Apple
and the limited decision making implemented preference strategy that
involves capture strategy requiring acquired structure information for
Important emphasis on the continued every product launch with POP
Marketing strategies
quality and proper distribution of the displays, extensive advertising, and
based on information- product.
salespeople with extra motivation.
search patterns
For a better understanding, I picked In order to make better decisions, I
other 2 products which have a variety also researched other brand in the
of good features for acne and scar evoked set, which were Samsung
treatment, those are from La Roche- Galaxy Watch (Figure 2).
Posay and Naruko (Figure 1)

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Step 3: Evaluation & Selection
a. Medium involvement purchase
The price came first since I’m still a student, my budget is limited. Also, because of my acne
and large pores, the product that is suitable for acne skin and able to narrow pores would be
crucial. Lastly, I would like to make sure that the ingredients do not consist of any allergens
for my skin.

I used the Elimination by aspects decision rule to make the most suitable choice, which is
Derladie. Whereas La Roche-posay and Naruko do not meet the satisfaction level of “Price”
and “Suitable for acne skin” attributes, respectively. Moreover, I choose Derladie because not
only does it exceed my expectations, but it also offers good sale of just-noticeable difference,
which is discount 51% in Hasaki store, that leads me in this transaction.
b. High involvement purchase
The elegant and stylish design as well as a well-known brand will activate my sense of
recognition and my self-esteem need (Orlando 2011). Moreover, I need applications available
on the watch face so that I can directly download the app without having to open the phone.
Those are the most important attributes for my decision.

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In this stage, I applied the compensatory decision. As it can be seen from the calculation above,
Apple’s first ranking had influenced my purchasing decision. Although the price of Apple
watch is much more expensive than Samsung watch, higher price means higher quality,
together with the brand of Apple, both are used as a surrogate indicator of quality.
Step 4: Store choice and purchase
a. Medium involvement purchase
After deciding on a product, I went on to choose a retail store with a strong reputation. Hasaki
store was my option because It is well-known for its collaboration with the brand and ensure
that the products are genuine and of high quality, which convinced me to select the store before

the brand. Also, when purchasing at the store, the customer could receive a free cotton pad and
the discount of 51%. Therefore, I decided to buy at Hasaki store due to the store’s reputation,
image, good promotions, and convenient location (near my house).
b. High involvement purchase
I’d rather buy the smartwatch in a brick-and-mortar shop because of its high social and
financial risks. It is due the fact that I could have trial experience the product and I would be
consulted more carefully about the warranty policy and payment methods from the sales
personnel’s knowledge. Besides, an attractive promotion of 22% for pre-order on Cellphone
S’s website (Appendix C) urged me to buy this product of their store. Therefore, I decided to
buy at Cellphone S store due to the store’s image, good promotions, great service of
salesperson, credit and return policy.
Step 5: Post-purchase
a. Medium involvement purchase
After using it for two months, I have been really satisfied and got positive disconfirmation. My
skin has been recovered and my pores have been narrowed. The product meets my expectations
in terms of results. Eventually, I will buy this product again in the future.
b. High involvement purchase
The brand did a fantastic job of advertising and ensuring that their customers received highquality goods. I still feel delighted as my expectations surpassed so far. The outlet offered 30day free renewal policy (CellphoneS n.d.b), which met all my requirements since my
smartwatch is a high financial risk product. Therefore, Apple products have made me a loyal
customer, in the future, I would suggest this brand to my peers.
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IV.

Recommendation

a. Derladie
There was not much advertising and social media marketing of this brand product. For
example, when I asked my friends and my family about this brand, a few of them recognized

it. Most people have acknowledged Derladie through word-of-mouth or the salesperson of the
store. Thus, I recommend that they use social media to promote their goods more; Ensure that
vital and up-to-date product information is accessible on the company's websites or social
media pages; and final recommendation is to cooperate with famous beauty bloggers or
celebrities. The marketer should increase brand awareness because high-brand-familiarity
products have a higher chance of being considered by customers (Hoyer et al. 2012).
b. Cellphone S
Overall, Cellphone S They did a fine job in advertising, selling goods, and showing them in an
appealing manner. However, there was not much the real reviews on social media and on their
website. Therefore, Cellphone S They should improve their marketing by relying on online
word-of-mouth. Gu et al. (2012) stated that when a customer enters a retail store for a highinvolvement transaction, they have already made their choice. To conclude, getting product
feedback may help the outlet gain more attention.

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Reference
Cellphone S 2020, ‘CellphoneS for pre-order Apple Watch SE, Apple Watch 6’, CellphoneS,
viewed 28 April 2021, < />Cellphone S n.d.a, CellphoneS, < />Cellphone S n.d.b, ‘Warranty Policy’, CellphoneS,
< />
viewed

28

April

2021,

Gu, B, Park, J & Konana, P 2012, ‘The Impact of External Word-of-Mouth Sources on Retailer
Sales of High-Involvement Products’, Information Systems Research, vol. 23.

Hasaki n.d.a., ‘Derladie Essence Reduces Acne, Support Scar 35ml Witch Hazel Perfect
Vitamin Serum’, Hasaki, viewed 28 April 2021, < />Q_C6cNtuQSkqH7AzLRr7bwSJ6ocaAmiNEALw_wcB>.
Hasaki n.d.b, Hasaki.vn, < />Hoyer, WD, Pieters, R & Maclnnis DJ 2012, Consumer Behavior, 6th edn, SouthWestern
Cengage Learning, Mason, USA.
Kieu 2021, ‘Self-contained dampness from zero’, Facebook, 9 March, viewed 28 April 2021,
< />Orlando, G 2011, ‘The hierarchy of human needs and their social valuation’, International
Journal of Social Economics, vol. 38, no. 3, pp.237-259.
SChannel 2020, ‘Schannel spent more than ONE MILLION buying Apple products: 8 Apple
Watch series 6, 4 iPad Gen 8’, YouTube, 18 September, viewed 28 April 2021,
< />
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Appendix

Appendix A: Derladie review on Facebook (Kieu 2021)

Appendix B: Apple Watch review on YouTube
(SChannel 2020)

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Appendix C: Discount policy (Cellphone S 2020)

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