Introduction
Ever wanted to know why some consumers purchase a specific type of product over another, although the two products are quite similar?
It can be as simple as going to the supermarket and having to choose between specific brand of milk to more complex transactions such as purchasing a car, mobile phone or clothes!
Have you ever wondered about the factors that influence such consumers behaviour and choices at point of purchase?
Task
The following activities challenge students prior knowledge as well as assisting students in gaining a much deeper understanding of the complexities in consumer choices and behavior when purchasing a good or service.
By the end of the third lesson, students should be able to identify:
- different types of goods and services
- different brands and products
- choosing what to buy
Process
Consumer Choice - Consumer Decisions - Comparison Shopping
Master Video: [video:https://youtu.be/K0T1C5mumDU align:center autoplay:1]
Lesson 1
TASK 1 - Outcomes: 5.1, 5.2
Click the link below and watch the following video as well as the master video, then answer the set of questions below:
[video:https://www.youtube.com/watch?v=1OE4Q60Dzyw align:center]
Question 1:
In your opinion after watching the video, what do you think is comparison shopping?
Question 2:
List atleast 3 different advantages of comparison shopping.
Question 3:
Is comparison shopping only limited to two different brands or can it include more than just two brands? Please provide examples to support your answer.
Question 4:
Explain the difference between:
- Needs and wants
- Goods and services
Question 5:
Using your own research how much of comparison shopping do you think contributes to impulse buying? Please provide examples to support your answer.
TASK 2 - Outcomes: 5.1, 5.2, 5.4
1) After viewing the master video, name some of the signs and labels you saw and thought could contribute in convincing a consumer to purchase that specific product?
2) Now suggest what else the store could do to further promote the product? Remember to get creative and think what would make you want to look at a phone even if you weren't specifically after one.
Lesson 2
TASK 1 - Outcomes: 5.4
Read the following four articles which each take a different stance towards the market giants. Using the four articles and master video, compare and contrast the different strategies these market giantsuse to convince consumers.
http://www.theaustralian.com.au/business/technology/samsung-gear-s2-sma…
http://www.dailytelegraph.com.au/technology/global-market-share-reports…
http://www.bloomberg.com/news/articles/2015-05-01/apple-and-samsung-are…
http://www.dailytelegraph.com.au/technology/samsung-tipped-to-match-app…
TASK 2 - Outcomes: 5.4, 5.5
It is with no doubt that comparison shopping is highly beneficial especially when purchasing something very dear, or even something that's prices can vary highly. Create or find a model that consumers can use when making such purchases. In just 500 - 750 words explain why you have chosen such a model and if this very model can be used in every purchase. Remember to provide examples.
Lesson 3
TASK 1 - Outcomes: 5.1, 5.2, 5.4, 5.5
Joe wants to upgrade his smartphone, however is unsure which of the two latest phones (Apple iPhone 6s and Samsung Galaxy s6 Plus Edge) he should go with. Joe travels contantly for work purposes and wants a phone that has lots of internal memory as he can load numerous movies onto it and keep himself entertained throughout flights. Assume you are Joe and briefly outline steps you would take to choose one of the phones using the master video. You will then be required to write a 1000 - 1500 word report justifying your choices and steps.
Please note: You may not be able to complete all of this task in class, hence you will need to work on it at home and have it completed by next lesson.
TASK 2 - Outcomes: 5.1, 5.2, 5.4, 5.5
Please refer to the 'Conclusion Page' of the webquest and complete the section in brackets titled "You are now required to make a summary of (Lesson 3, Task 2):"
Evaluation
You have now developed a better understanding of the factors behind a consumers decision making before purchasing a good or a service. You should be able to identify a few of the different inflences which effect consumer choice.
These activities have prepared you for next lesson!
You are now required to make a summary of (Lesson 3, Task 2):
- What you learnt through the online activities?
- What activities you enjoyed most and what activities you enjoyed least in the webquest?
- Where in the webquest did you feel your understanding of consumer choice was further strengthened?
- Why you think its important for students to learn about consumer choice using a webquest?
- How much more benficial did you find the webquest in comparison to a traditional class lesson?
Any questions you may have inregards to the lessons should be made note of and addressed next class.
Conclusion
Upcoming Lesson:
Please take sometime to look at some of the legal avenues that can be exhausted when consumer have been mislead. Below is a scenario we will be looking at sometime next lesson. It is highly encouraged you do some basic research and reading in regards to the scenario:
Joe is back and is not very happy!
Joe had decided to upgrade his phone to a new 16GB Samsung Galaxy s6 at the local JB HI FI store. After calling and consulting with a range of sales rep from a variety of stores, he would have thought that he had managed to grab himself a bargain. The phone, a cover, screen protector and 3 years extended warranty, all for just $999.
Joe being an old aged pensioner was told at the point of sale that the phone can type up text messages and emails for as long as he dictates orally; a feature which won Joe’s heart over the iPhone s6. However when coming home with his new phone and after a week of fidgeting with the phone, it comes to Joe’s attention that such a feature does not exist in his new mobile phone.
Joe is now furious and agitated for being mislead at the point of sale. He takes back the phone and is told sorry there is nothing much we can do as it has been 1 week since you have purchased the product and there is no proof that this was the case.
What are some of the ways Joe can deal with this issue?
Credits
Created by Mr Raziq
Commerce Teacher
2015