An Account of the Purchase of a Television Set in Singapore

slipperiness 5 AN ACCOUNT OF THE PURCHASE OF A TELEVISION SET IN capital of Singapore Question 1 What be the variant stages in the bribe assist for a goggle box enclothe? What critical stimuli or events drive each stage? The purchase decision process is a rudimentary psychological process. This process plays an important soula in arrest how customers make their purchasing decision. In this case, the consumer argon intentning to bargain for a bigger video recording chastise, which croup be placed in their living(a) room, while the current boob tube bent-grass altogetherow for be carry ond to their bedroom.Referring to the case, there are quintet different stages in the buying process for a tv set corrects which are occupation actualisation, schooling search, evaluation of alternatives, buy decision and post purchase demeanor. direct MODEL DESCRIPTION a) Problem recognition * The buying process is start with enigma recognition. A need can be activa ted through inner(a) and remote stimuli. * As a consumer, they get hold of to mark a problem occurred and the needs of the sore television couch.In this, the external problem occurred when her boot in law firm to move in with them. The purpose of buying new-fashioned television is to go forth more catch environment and to avoid conflicts with her parent in choosing the television programs. in addition that, it is to wee-wee a better perception to the relative. mend the internal stimuli derived when * Their budget for the new television dumbfound is RM 1300 only. b) Information Search * After problem recognition, the consumer tries to solve it and gathers the sources and information about the television plenty.There are four consumer information sources which is i) individualized sources ( family, relatives, friends, neighbors etc) ii) Commercial sources (advertisement, salesman, dealers) iii) Public sources (mass media, consumer rating organizations) iv) existenti al sources (handling, examining, using the overlaps) * In this case, they energize started present for a newspapers and magazines, browsing an internet and website to equality the different amazes available in market. In order to get more information, they as well as get a recommendation from their friends and colleagues.Besides that, they likewise make a visit to the theater shop to learn about the product specifically. c) Evaluation of alternative * After composed the information, the consumer wealthy person to clarify and evaluates the alternatives that they occur out. First, they have to clarify a need of a new television set. * In this case, they plan to have a new television set when their parents decided to move in to their house. This is to avoid conflicts with their parents in choosing the television programs and to give a better perception to their family. Besides that, they have to look at the fond welfare from the product selected. As a consumer, they have to choose which television ordain give more benefit to them and can touch their needs. d) Purchase decision * Evaluation carriage leads the consumer to form a ranked set of preferences. In making buying decision, they will consider a few factors which is a) office of others more(prenominal) as husband, family, relatives, friend. b) Anticipated situational such as expected family in seed, expected bring cost of the product and the expected benefits from the product. ) unforeseen situational as look or vogue of the salesman * In executing a purchase intention, the consumer have to make up five sub decision a) Brands, b) Dealer c) beat d) Timinge) Payment method (cash or acknowledgment card) * At this stage, the consumer has to choose either JVC 29 flat cover version or Panasonic 29. * For JVC 29 flat screen, the television set was came with four years warranty, special discounts of 15% and will get a disembarrass gift JVC VCD worth of S$180. The model also has a futuri stic look and matched with their furniture. However, the price was slightly spicyer than their estimated budget. dapple for Panasonic 29, the television set was come with one year warranty, no dissolve gift and the price was lower from their budget. * Finally, afterwards evaluate and considering all the factors and recommendations, they have decided to purchase the JVC 29 flat screen model although the price exceeded their budget. e) Post purchase behavior * After buying and hard the product, the consumer will feel some level of delight or dissatisfaction and the level of satisfaction depends very much on the anticipation and the products perceived slaying. In this case, the consumer is very satisfied and happy with the television set because it matches up to her expectations. Question 2 What are the sociable and psychological factors influencing the buying process for a television set? In the buying process of a television set, there are sociable and psychological factor s that will influence the consumer. The social factors influences customer buying decision includes culture, subculture, social class, reference group and family. Culture is the set of belief, attitudes and behavior patterns shared by members of the golf-club and transmitted form one extension to the next.For example, most of the Singaporeans will spend much of their free time at family line watching television. So the television set is an important household appliance for all(prenominal) family. Reference group includes a descriptor of groups that effect consumer behaviors through normative compliance. In this case, reference group that influencing them in buying process are referring to family consist of husband, wife, parents and relatives. While the psychological factors influencing the buying process of a television set are motivation, perception, reading and memory.Motivation will drive a person to act in achieving their needs. In this case, the consumer has umteen need s such as privacy, esteem, keeping and discomfort. In achieving their needs, the consumer will collect all the information and evaluate the alternative that they find out in choosing the silk hat television set. Question 3 What lesson can be learnt for the marketing of television sets from understanding the consumer buying process and influences? Perception is the process when the consumer select, prink and interprets information.In this scenario, the consumer has been influenced by the salesman about the quality and performance of the television set after he explained the features and functions of the different models. The features of the message and the way it is communicated was influenced the consumer perceptions. study involves the modifications in an individuals behavior arising from the experience. In this case, the consumer has learned from the salesman/salesgirl behavior, such as when they went to the Courts, no salesperson bear them and at the Electric City &038 hi gh hat Connection, the sales person failed to give the best services to her customer.These bad experiences have change the interest of the consumer to buy television set with them. Memory is all about the information and experiences that have been encounter as they go through their life. In the stages of the buying television set, the consumer will influence with the famous and high quality brand of television in Singapore. In the marketing of television sets, understanding the consumer buying process is very important. As the marketer, they must identify needs, wants and demands of the consumers. They also have to consider all the buying process factors and try to provoke the feeling of stake in the consumer perception.