Module code and title: Consumer Behaviour Word count: Guidance is 2-3000 words for TOTAL questions submitted. INSTRUCTIONS TO CANDIDATES: 1. There are 3 questions in total. You must answer ALL questions as directed and IN NUMERICAL ORDER, as this follows the unfolding case scenario. PLEASE ANSWER QUESTIONS IN ORDER FROM 1 TO 3. 1. (Company and target segments) By analysing case information provided on the profiles for the WearAware company and two individuals, and from knowledge of topics in the Consumer Behaviour and previous marketing modules you studied, what different customer characteristics (i.e. segmentation bases) would you infer and link to the two individuals mentioned? Theoretically explain the type of decision relevant to the product types offered by the company WearAware, and the factors that would create the appeal for the most obvious target. 2. The buyer decision. Tom would not normally have encountered this company. Using appropriate consumer behaviour theories discuss the factors that have changed this situation; and what Tom may then be experiencing in his stages in decision making and influences that move him to be a prospect and then make a purchase to become a customer. 3. Delivery (Post-purchase). Consider the post-purchase customer experience. What consumer behaviour theories are relevant to the customer's reaction and that of the final recipient? How would you evaluate the company's post-purchase marketing tactics? Please read the following case study on the next page to answer the exam questions. Case study [Practice exam - this is an imaginary company based on many real equivalents] From the 'WearAware' eco-fashion company website. WearAware isn't a company that has succeeded overnight. Our story began a decade ago, on a small scale start from friends and based on love of the planet, hard work, and resilience in overcoming obstacles. We were not trained as fashion designers. We just wanted to give both men and women a choice of simple clothes that reflected a simpler outlook on life that would take fewer resources and impact on our natural environment. Finding natural materials and keeping to simple processes it made sense to design wearable items that would be useful for many occasions and be items people would want to care for and keep over time. Our designs have a simplicity that works to create a classic, or informal look equally well when teamed with other items and accessories. Why wouldn't you want to treasure them? Feel good; look good, do good. BLOO OUR WORLD HERE'S 10% OFF just for you Bryant you are one wees you staro EFER Our Story Our Commitments Considered Design Rosponsible Sourcing Fostering Change Natural and Sustainable Fibres Wear and Care Part 2: The buyer decision Tom and Kim were longstanding friends who shared some interests but in many ways were very different characters. Tom was action-orientated, sporty and enjoyed adventures, small or large. Kim was quieter, liked art, history and reading. In recent times she had become increasingly concerned and uncharacteristically vocal about sustainability issues as she tried to influence those around her to consider how their consumption habits impact the planet. For years Tom and Kim had shared a common ritual of sending one another a bottle of their favourite drink on their respective birthdays, but this year to Tom's surprise he received a Rugby shirt of his favourite team, signed by team members. He had been pleased and impressed, as he knew Kim had no interest in the sport herself. Tom was generally in agreement about the big issues but also quite sceptical about many of the claims made by companies about their eco-credentials. 3 He felt in many cases the claims were very selective in the amount of detail offered and that this could be a way to charge premium prices to consumers who had not evaluated the whole picture. Somehow he couldn't help associating 'worthy' products with boring designs or products that fell short on quality, and in his case he prided himself on getting the best deal for his money whenever he made purchases. When Kim's birthday loomed in the month ahead, he knew more thought would be needed this year. Tom recalled Kim had mentioned the eco-fashion company 'WearAware' several times in recent months (were they hints?), so at least it gave a start point to narrow the field for identifying ideas. When Tom searched for WearAware's site other eco-friendly fashion companies were returned in the search results. To Tom's savvy-buyer's eyes, WearAware's seemed quite expensive for what the items were, compared to items from other companies where the material compositions looked very similar, or from companies not flagging eco- friendly and the product composition of the fabrics didn't look very different when scrutinised, and the product pictures to his mind didn't look to be anything very special. He selected an item on the website and put in the basket but still hesitated on completing the order. Although it was possible to return items, he felt he knew Kim well enough to know she'd feel it impolite to show she didn't actually like a gift, so he wanted to be sure to get it right. Another consideration was the time indicated from order to delivery, that meant he would have no time to return the purchase before her birthday, if he saw any problem on receiving the item. Tom recalled he'd heard mutual friends mention the company and thought an added check would be worthwhile before placing an order the next day. Some WhatsApp exchanges with them got some positive responses. One had originally recommended the company to Kim based on quality, one gave some tips on her preferences and another noted that though Tom the wait- time was a negative, that just made the gift more special. Before returning to the website next day, Tom noticed an email from WearAware titled 'Did you forget something?' - which reminded of the item left in his basket - and offering a discount for first purchase. Tom went ahead and placed his order. 4