Discuss about the Corporate Image and Reputation on Service Quality.
The marketing analysis is mainly focused on the consumer behavior and the preferences in the market. The purchasing decision and the choices of the customers determine the particular product in the market. The purchase decision is recognized by several factors such as the price of the product, affordability and the choice of the customers. Purchase decision can be of high involvement and of involvement both. Still, the factors like the purchasing power need of the product, income or the production in the market (Abd-El-Salam, Shawky & El-Nahas, 2013). The below discussion will highlight the factors that relates with the purchasing of the product and the factors that affect the intention behind the decision making of the purchase of the product. There will be a clear difference between the two types of purchasing in the assignment below. It will also define the terms such as decision time, calculations, efforts and customer preference of the product (Lemon & Verhoef, 2016). It will show the reasons that affect the purchase decision, reason for not switching other brands or products that are its substitutes, the required time taken of make the purchase decision. It will expatriate the effectiveness and the efficiencies of the market analysis and demand in the market. There are certain recommendations and findings on the type of the desire made by the customers that helps to recognize the customer demand and create the branding strategy accordingly.
|
Age |
38 |
|
Gender |
Male |
|
Marital status |
Married |
|
Family |
Wife and two children |
|
Education level |
Obtain a Master degree. A high-ranking employee in a MNC |
|
Income |
$120,250.00 |
|
Occupation |
Marketing officer in the firm |
|
Generational cohort |
Generation Y |
|
Value segment |
Optimism and social awareness |
The buyer:
The big five personality test was performed on the consumer and the result of the test has been given below:
|
Big five personality test |
Outofservice.com |
Truity.com |
|
Openness |
61.00% |
100.00% |
|
Conscientiousness |
51.00% |
82.00% |
|
Extraversion |
7.00% |
59.00% |
|
Agreeableness |
39.00% |
61.00% |
|
Neuroticism |
79.00% |
57.00% |
The above test was performed on the consumer in order to recognize his thinking pattern and his choices. The personality test shows that how the thought process and choices reflects on his purchasing behavior. As per the result of the test, the person is an imaginative as well as a reflective human being. His score of openness is of medium level, while his score of conscientiousness is average, which revealed that the person do not study and analyze in depth before buying any product (Lemon & Verhoef, 2016). His score of neuroticism suggests that he is such a human being who easily gets disturbed and irritated and does not want to spend much time in shopping. The overall result of the test indicates that the consumer fall under that category of consumers who prefers buying products directly, if their requirement meets with the product specification (Hill & Brierley, 2017). This kind of consumers does not study deeply before purchasing a product. While buying any product, the consumer depends on the popularity of the brands and it fame in the market and does not want to experience or take risks. Such traits of a consumer create an ease for the brands to make their image for the consumers like him (Lemon & Verhoef, 2016). Needless to mention that this type of consumer remains loyal to the brands, which he prefers.
In order to analyze the overall purchase behavior of the consumer, the expenses of the consumer monthly and weekly wise have been discussed below.
An amount of $360 and $250 is spent by the consumer on the schooling of his children. Additionally, $100 is also spent by him each week as his children’s travelling and lunch expenses. For his elder son, he spends $200 as his son learns long tennis. The grocery as well as fruits on monthly basis accounts $500 which he buys for the entire family. Apart from these expenses, he spends $350 for internet charges and electric charges every month.
The consumer has spent on buying a watch for his wife, which comes under the extra expenses in this month. He bought this watch as a birthday gift for his wife which decided to give her next week on her birthday. His most of the expenses are particularly for his family and children as he is very family oriented person. The consumers while buying the watch relied on a reputed brand for his wife (Lemon & Verhoef, 2016). The person sought suggestions from his friends and collogues regarding the brand of the watch before buying it. It should be mentioned that his wife also expressed her likings towards the brand.
The primary reasons that forced the person to buy the products are mentioned in the below section:
The consumer did not have any in depth knowledge of the product and he solely depended on the suggestions of his friends and collogues and the brand popularity among other watch brands (Slack, 2015). As the product was a female watch, the consumer had very less idea about the product collection of that particular brand and other brands in the market. Being over burdened with work load, he did not have adequate time to explore other brands in the market, rather he preferred on the recommendations of his friend and colleagues and his wife. He wanted keep the budget intact while buying the watch, whereas he also strongly relied on the brand popularity of the product (Choi et al., 2013). He had recently bought a new car replacing the old one, so he did not want to over expense on the watch. As in the last month extra expenditure was huge, he decided to buy the product with the limit of the budget so that he will be able to balance the overall expenditure in this month.
The above analysis clearly shows that the consumer does not over expend, he remains very calculative even when he has large scopes to exceed the limit of the budget. As per his earning him can expense a lot in a relaxing manner for maintain his regular lifestyle. However, the study shows that his thinking capacity is very strong and is an overall wise person in balancing the expenditure as well as the savings (Choi et al., 2013). According to the analysis, he is a very realistic person as he plans for the future. He keeps savings for his children in order to give them a quality education. In spite of this, he also believes in enjoying leisure like he goes out with family for dinner and lunch. He also goes for family vocational trips to get a relief from regular life. His nature shows that he spends his money in a judicial manner while have fun with his family too (Maga, Canale&Bohe, 2013). He strategically balances his overall expenses at the same time, he also shows sensitiveness towards his wife and his children.
The product, which the consumer bought few weeks earlier, involved a large amount of money as it was car. The consumer bought Jaguar 865. The features of the car which appealed the consumer have been given below:
|
Mileage(ARAI)kmpl |
19.33kmpl |
|
Mileage(City)kmpl |
– |
|
Fuel type |
Diesel |
|
Engine displacement |
1999 cc |
|
BHP |
|
|
Price |
$60,400 |
The primary factor that influenced the consumer to buy the costly car is his deep desire of possessing such an expensive car. However he did not fail in fulfilling his responsibilities towards his wife and children (Slack, 2015). Thus, he prevented himself from buying the product. The consumer bought the car after he saved a lot of money over a long time, so that could balance the other mandatory expenses. The most fascinating factor that drove him to buy the car is its increased popularity among the international market. His earning suggests that he could have bought the product but he did not. Rather, he was waiting for the right moment time. The car is undoubtedly efficient in its performance and a worthy car to possess for the consumer. Over the years, the product has been able to hold a significant market reputation and a marked itself as the most desired car among the business individuals (Maga, Canale & Bohe, 2013). The key features of the car includes the many aspects that fascinated the consumers. For instance, the driving seat of the car is very comfortable and reduces the strength of the driver while giving a smooth driving experience to the divers. The doors of the car and its start button allure the drivers creating an emotional bond between the vehicles of the car (Lusch &Vargo, 2014). The start button of the car encourages the driver to use it by the opening of the air vents, which appeals the drivers to drive the car. The interior of the car is designed in a way that gives an excellent experience of comfort to the drivers as well as the pillions. The overall designing of the car attracts the users. The car is very light weighted. The engine of the car is made with innovative technology which assures best performance of the car. Meanwhile, the gear is smooth that gives an excellent experience both to the drive r and the riders. In spite these attractive features of the car, it consumes less fuel which is one of the main reasons that the consumers found it to be beneficial. The consumer was attracted by the all the above mentioned factors that influenced grossly the consumer to buy the car after he waited for a long time (Hill & Brierley, 2017). As the car consumed a lot of money, the consumer decided to limit the expenses in other areas in order to keep a balance.
While planning to buy a new car, the consumer decided of buying BMW as the price of BMW is less than Jaguar and it would not require the consumer to wait for the buying the car. One reason for which the customer did not buy the car was that it was a disease car (Choi et al., 2013). The maximum power of the Jaguar is 172 at 4000 while the power of the BMW is 248 at 5200. The only fact that for which the consumer bought the car is the brand popularity. As Jaguar is more popular than BMW, the consumer opted for that instead of BMW. This clearly shows the consumer’s reliance towards to branding than other aspects.
The high involvement and low involvement purchase of the customer are different in variations with different product type. For example, price of a dress and that of a car completely different to each other (Lusch & Vargo, 2014). Customers are always attracted towards the product that has a high value and brand name in the market. In some extent the customer buys a certain product only because of its peer review or recommendations given by any of the close people rather than self made estimation (Guy,2013). It had been seen that there had been less time to the customer and for that he used others recommendations to shop on his list. Though the selection of the product is done on the basis of the brand name and the market position of the organization still it does not includes that the customer will spend money thoughtless. The buying process is always made with a specific reason and keeping mind to compensate the daily expenses. The purchase decisions are made wisely to balance the family expenses and the desire of the product. Hence, the less time that the customer has to buy the product is compensated by the recommendations and the suggestions collected by his/her family members or friends. The process of thinking or selection process is quiet easy such as (Lusch & Vargo, 2014):
Therefore it can be said that such kind of consumers are actually beneficial for the branded companies (Lusch & Vargo, 2014). In order to attract such customers the companies rely keep certain factors in mind such as:
To conclude it can be said that the study described a comparison among two different purchasing behaviors. It clearly has shown a how thinking pattern of a consumer reflects in his purchasing behavior. Additionally, the paper gives recommendations for the companies in order to hold the customers.
References:
Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: testing the mediating role. Case analysis in an international service company. Journal of Business and Retail Management Research, 8(1).
behavior: Buying, having, and being (Vol. 10). Pearson.
Choi, C. H., Lee, J. E., Park, G. S., & Na, J. (2013). Voice of customer analysis for internet shopping malls.
Guy, B. S. (2013). The marketing of altruistic causes: understanding why people help. Journal of Services Marketing.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.
Lemon, K. N., &Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Lusch, R. F., &Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. Routledge.
Maga, M., Canale, P., &Bohe, A. (2013). U.S. Patent No. 8,428,997. Washington, DC: U.S. Patent and Trademark Office.
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., &Polegato, R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
Wu, P. L., Yeh, S. S., & Woodside, A. G. (2014). Applying complexity theory to deepen service dominant logic: Configural analysis of customer experience-and-outcome assessments of professional services for personal transformations. Journal of Business Research, 67(8), 1647-1670.
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