As white wine considered more expensive to purchase than women’s magazine, respondents rank price, taste and brand are the important concern for them to make their purchase decisions. As a result, four of the respondents seek suggestions from friends before they decide which brand of white wine they buying and two of the respondents ask recommendation from store keeper to help them decide which brand of white wine to buy. Three of the respondents also use past experience of the white wine purchase to make the white wine purchase decision. Two of them purchased their white wine at supermarket because they want to buy some additional purchase with white wine. Two of the respondents purchased white wine at supermarket because of it is close to where she live. Two of the respondents choose liquor store to purchase white wine because of wide variety of choices.
Five of the respondents purchased white wine for their personal use and one of the respondents purchased white wine as gift for friend. Most of the respondents used corkscrew wine opener to open their bottle of white wine
Moreover, three of the respondents consumed the white wine purchased with other people at home. Two of them consumed white wine alone at home and one of the respondents consumed white wine at a friend’ house. All of the respondents consumed white wine with dinner.
Five of the respondents purchased white wine with additional purchase such as: food, beer and champion. Only one respondent purchased her white wine without additional purchase.
In addition, the reasons for the respondents in the interviews to purchase white wine are: love the taste, good price, white wine lover, helping with relax, enjoy, and share with friends. Only one respondent purchased white wine because it is a gift for a friend and the friend is a white wine lover. Therefore, the purpose for respondents to white wine is not only for themselves but for other people as well. Moreover, three of the respondents purchased their white wine with external influence i.e. their friends come over for dinner. As a result they would like to serve s nice bottle of white wine to show respect to friends and their self-perspective. In addition, five of the respondents purchased their white wine on special. Only one of them purchased the white wine at normal price. It suggests that a good price is also an external influence for white wine purchasing behaviour.
Furthermore, four of the respondents spend more than 5 minutes to make the decision of the white wine purchase and two of the respondents purchase white wine use less than 5 minutes. There is also one respondent used 20 minutes totally to make the purchase decision of white wine.
Conclusion of Situational Influences
Compare all the factors have been mentioned above, single women seems low involved in women’s magazine purchase whereas they are more involved in purchasing white wine. Furthermore, as magazines are relatively cheap to buy and single women tend to purchase them when they see the women’s magazines, which also indicate that the purchasing decision single women use to purchase magazines is habitual decision process. In contrast, when purchase white wine, single women not only consider consume it by themselves but also tend to share with others as whereas white wine purchasing is limited decision making.
High and Low Purchase Involvement
High and Low Purchase Involvement – Women’s magazine Purchasing
As show in the appendix II, the average score of PII (personal involvement inventory) of purchase involvement for women’s magazine is 38, which indicate that that most respondents are moderate purchase decision involved in women’s magazine purchasing and they are tend to purchase women’s magazine habitual decision-making process. According to the findings from the interviews, all of the respondents do not have a high need for women’s magazines, women’s magazines are not very important for them, they do not have high interest for women’s magazine, women’s magazines are not very valuable to them. When respondents purchase women’s magazines they do not purchase any additional purchase. Indeed, to three of the respondents women’s magazine is just an additional purchase for their food shopping. From interview findings, all of the respondents do not seek for suggestions before they make their women’s magazine purchase choice. All the respondents purchase women’s magazine are repeat purchase and on regular bases (once every week/fortnight). Therefore the perceive risk for their purchase is relatively low. As mentioned before, they only spend a very short time (less than 20 seconds) to make their purchase choice. They all purchased their women’s magazine at nearest supermarket, which is convenience place for them. Moreover, all respondents do not keep the women’s magazine they purchased. Four of them pass their women’s magazine to others after they read it and two of them even through them away after they read the women’s magazine they purchased.
High and Low Purchase Involvement– White wine Purchasing
On the other hand, according to white wine purchase five out of six respondents are considered high involved in white wine purchasing. In particular, as show in appendix II, the average score of PII for white wine purchasing is 53. According to the PII ranking, five of the respondents believe white wine is very important, relevant, valuable, interesting and fascinating to them. Five of the respondents consider themselves have high need for white wine, white wine means a lot to them and involved to the white wine the purchased.
Moreover, five of the respondents purchase white wine with additional purchases such as food and other drink that also show their high involvement of consuming white wine. All of the respondents sought recommendations before which white wine they would like to purchase, either from friends or shopkeepers because consumers learn information consciously and deliberately in high involvement situations (Neal, Quester & Hawkins, 2002). There are four respondents spend more than 5 minutes for the white wine they purchased because they do not want to pay a high price for a white wine they without a right taste. There are also two respondents spent less than 5 minutes to make purchase decisions, although they are sought suggestions and bought their white wine on special to avoid risks for choice of wrong white wine.
Moreover, there are two respondents purchased their white wine at liquor store for a wide variety of white wine which show that they are higher involved in white wine purchasing.
Conclusion of High and Low Purchase Involvement
Overall, the six respondents are relatively more involved in white wine purchasing due to white wine is a more expensive product, which also means more perceived risk than women’s magazine. It also suggests that customers spend more time to seek information before the make the choice of white wine purchasing. In contrast, respondents purchase women’s magazine as a habitual purchase, i.e. they spent a little time for women’s magazine purchasing, they do not seek for any information before they make the purchase decision. They also do no care about the women’s magazine they purchased and pass around to other people. According to findings from the interviews, most respondents consider white wine as more enjoyable product. Therefore the level of purchase involvement of white wine is high whereas the purchase of women’s magazine is a relatively low involvement process.
Perceived risk
Perceived risk – Women’s magazine Purchasing
According to the respondents of the interviews, none of them consider women’s magazine is important to their personal life or social life, in other words, there is no social risk for women’s magazine purchasing. They also do not think women’s magazine is an expensive and valuable product which means there if no financial risk for purchasing women’s magazine. Purchasing of women’s magazine will also have no safety risk involved due to it is barely to harm consumers. Any risks could involved in women’s magazine purchasing would only be performance risk and/or psychological risk according to the content of the article is very unattractive and/or content of some articles may hurt the consumers feeling which will affect consumers’ self perspective. However, most women’s magazines can be read before consumers purchase them, therefore, performance and/psychological risks can be also reduced. According to the interviews, however, there is no respondent think the women’s magazine the purchased as such. Therefore, the perceived risk for women’s magazine purchasing barely exists.
Perceived risk– White wine Purchasing
On the other hand, white wine purchasing contains much higher perceived risks than women’s magazine. In particular, white wines cannot be opened before consumer purchase them. There are only rarely cases where white wine seller have sample of white wines for customers to taste before they buy them. Indeed, all of the respondents sought suggestions for the taste and price of the white wine they purchased and they all purchased well-known brands. It suggests that the respondents are all trying to reduce performance risks, physical risks and social risks. The reason for one of the respondent spend 20 minutes for purchasing the white wine as a gift for friend, was typical example of a process of avoiding the social risk. Indeed, if she her friend is sick after consume the white wine the respondent purchased, it will be a disaster for both of them. In addition, five respondents purchase the white wine on special in order to reduce financial risks.
Conclusion of Perceived risk
Compare women’s magazine and white wine purchasing white wine is a product contains much more risks than women’s magazine. Although women’s magazines also contain certain levels of risks such as performance and/psychological risk, it can be reduced by briefly read the women’s magazine before purchasing them. On the hand, white wines as a more expensive product are hardly offered to taste before purchase by the sellers, therefore, all of the respondents try to reduce risks before they actually decide which white wine to buy purchase white wine, such as: do certain level of researches by ask suggestions from others, by well-known white wines and white wine that is on special.
Problem recognition
Problem recognition– Women’s magazine Purchasing
Four of the respondents in the interviews decided to purchase their women’s magazine when they saw the women’s magazine while they were waiting for checkout for their grocery shopping. The other two of the respondent decided to purchase their women’s magazine before they went to the supermarket. Therefore, all of the respondents aware of the need for the women’s magazine the want to purchase, the problem recognition is active. Moreover, women’s magazine purchasing behaviour is a repeat behaviour, consumers finished reading for a copy of a women’s magazine and need another one published in next period (eg. next week). In other words, the need of women’s magazine purchasing is a normal depletion type of problem. For the same reason, the respondents purchased the type of women’s magazines they did before, they already known what they wanted, therefore, they triggered by the post purchase evaluation.
Problem recognition – White wine Purchasing
According five of the respondents, white wine purchasing is ongoing purchase behaviour and they always know their need of white wine purchasing. Therefore to five of those respondents white wine purchasing is active problem recognition. Never the less, to one of the respondents white wine purchase is not an active problem recognition because she do not normally shop for white wines and the reason for her to purchase for white wine is a gift to others. In other words, white wine purchasing to her is latent problem recognition because she unaware of the need of white wine before she actually notice her friend is a white wine lover. In addition, to her the type of problem she facing is problem removal, she simply just need to purchase a nice bottle of white wine and her problem will be solved. Her problem trigger is personal and family circumstances as she was going to go to her friend house for dinner. Moreover, to the other five respondents the types of problem for them to make the purchase decision for white wine is positive origin, in particular, sensory gratification as they love the taste of the white wine and enjoy when they consume the white wine the purchased. The types of problem recognition triggers are assortment deficiency as they run out of white wine, post purchase evaluation as they know which white wine they like and with the right taste and external stimuli and marketing activities as well due to five of theme purchased their white wine on special (marketing actives).
Conclusion of Problem recognition
In summary, most of the respondents purchase women’s magazine and white wine because of active problem recognition because they know their need by themselves. The type of problem of women’s magazine purchase is normal depletion whereas to most white wine purchaser white wine purchasing is a sensory gratification problem. Compare the triggers for women’s magazine and white wine purchasing, they are all triggered by post purchase evaluation, however, according to white wine purchasing, most respondents also triggered by assortment deficiency and marketing actives.
Information Search Behaviour
Information Search Behaviour– Women’s magazine Purchasing
According the six respondents, women’s magazine purchase the type of information search of women’s magazine purchase is personal (internal) pre-purchase information. The source of information all of the respondents used is prior purchase experience. The amount of information search involved in women’s magazine purchase is very little according to respondents only use less than 20 seconds to make their women’s magazine purchase decision. Moreover, they only visited one store to purchase their women’s magazine.
Information Search Behaviour – White wine Purchasing
The types of information white wine purchaser used include pre purchase, internal and external information. In addition, pre-purchase information include the previous experience of white wine purchasing of their own and pre-purchase information from friends. Internatal information includes metal process of review of the information from other people and their own financial affordability. External information includes the price of the white wine e.g. on special white wine and other media information such as TV advertisements. The sources of information involved in white wine purchasing include commercial and non-commercial information. Two of the respondents purchased their white wine at liquor store and sought information from the shopkeeper (sales people). Five of the respondents make their purchasing of white wine choice because the white wine was on special. Both of information form shopkeeper and purchase promotion are considered commercial information. Their purchase decision also influence with non-commercial information such as word of mouth (heard from a friend), prior experience, and other’s advice. Four of the respondents spend more than five minutes to decide the purchase choice because they need to compare the product with other bottle of white wine. Two of the respondents visited two stores to before they actually make the white wine purchasing.
Conclusion of Information Search Behaviour
Compare of the information search behaviour of women’s magazine and white wine, respondents who purchase white wine spend much more time to research for their white wine purchase. Moreover, respondents also spend more source of information and more information search on their choice of white wine purchasing which also shows that respondents are more involved in white wine purchasing rather than women’s magazine. The finding also indicate that magazine purchasing is a habitual decision process as whereas white wine purchasing is limited decision making process as variety information seeking before white wine purchasing.
Evaluation of Alternatives and Decision Rules Selecting
Evaluation of Alternatives and Decision Rules Selecting – Women’s magazine Purchasing
As shown in the interviews, according to alternatives, five respondents considered other women’s magazine besides women’ day and three of them considered newspapers. There is also one respondent did not consider any alternatives. The evaluative criteria respondents used are the interesting articles in the women’s magazine and reading convenience of the women’s magazine (i.e. the size, length of the women’s magazine and nicely bind up). The reason for the two respondents did not purchase fashion women’s magazine is they would liking reading some interesting articles in the women’s magazine but in fashion women’s magazines there are more pictures rather than articles. One of the three respondents who consider newspaper as other alternative besides women’s magazine, did not purchase them because she thinks newspaper contains too much information and she does not want so much information and have no time to read them. The other two respondents did not purchase newspapers because they think newspapers are hard to read according to the size of the newspaper are too big, so that it is hard to carry and they are not bind up so it is not convenient for them to read. There is also one respondent does not likes ink on her hands after she read the newspapers. According to the findings in the interviews, the most important criteria overall five respondent considered buying alternatives is the information of the women’s magazine – cannot be too much or too little. The next most important criteria used is convenience of reading.
The decision rule of women’s magazine purchasing is noncompensatory mode due to respondents eliminated the alternatives besides the women’s magazine they purchased by weakness of the alternatives and their purchase of attitude towards the product based on a few of the important attributes/criteria. In particular, conjunctive noncompensatory decision rule is used as magazine meets minimum level of the key criteria such as, right length of the magazine, binding properly, right size for read and interesting articles contained.
Evaluation of Alternatives and Decision Rules Selecting– White wine Purchasing
On the other hand, the alternatives were considered of white wine purchasing by respondents were beer, champion, and other brands of white wine. In addition, the evaluative criteria all of the respondents used in white wine purchasing were price, brand, and taste. In addition, respondents also considered the look, age of the white wine and whether the white wine is on special or not. However, taste is the most important criteria in evaluating white wine purchase. Followed by price and brand, are the next most important criteria used by all the respondents. According to the above findings the type of decision rule respondents’ used is disjunctive compensatory model, as their expectations on most important attributes such as price, brand and taste are high. The white wine they purchased has to meet the important criteria, whereas other unimportant criteria such as age and look of the wine bottle are little significant.
Conclusion of Evaluation of Alternatives and Decision Rules Selecting
Overall, compare woman’s magazine and white wine purchasing, wine purchasing have much more alternatives for than magazine. It is also one of the reason the spend more time were spent on white wine purchasing by single women. Moreover, much more criteria were used to in evaluating white wine alternatives which means white wine is higher level purchase involvement than magazine to the majority of respondents. However, both white wine and magazine purchasing used noncompensatory model of decision rule making. Moreover, conjunctive decision rule were used in women’s magazine purchasing whereas single women use disjunctive decision rule in white wine purchasing.
Purchase and Store choice
Purchase and Store choice – Women’s magazine Purchasing
According to the interviews, four of the respondent purchased their women’s magazine as unplanned purchase – they see the women’s magazine of shelf in front of the checkout while they waiting to checkout their groceries. Two of the respondents planned their magazine purchase, i.e. they already known they are going to purchase magazine before they when to the store. Moreover, according to the decision sequence of store choice, all of the respondents choose store first and then purchased the magazine as they repeat choose the nearest store to purchase their women’s magazine. In addition, four of them used credit card to pay their magazine with other shopping ;one respondent used cash point card and paid with other groceries and the other one used cash to pay her magazine as well as her groceries.
Purchase and Store choice– White wine Purchasing
On the other hand, different purchase processes were used in white wine purchasing. There are two of the respondents purchased white wine as planned purchases because they knew they are going to buy white wine and they also have already decide which one to buy. The other four of the respondent purchased white wine, as semi-planned purchases due to wanted to buy white wine in supermarket but did not decide which brand of white wine to purchase. Four of the respondents used credit card to paid their purchase of white wine, two used cash point card. For those four respondents who used credit card to pay for their purchase, one of them used credit card because of that is the only card she had with her, three respondents paid by credit card they always use credit card to pay and if they spend over $10,000 their bank will give them some money back. The reason for those who use cash point card paid, they also did not other card to use and they do not bring cash with them. Moreover, two of the respondents went Foodtown-Glenfield to purchase the white wine they wanted before they went there, because that is the nearest supermarket for them and they know that supermarket sell the particular white wine they wanted. In other words, white wine purchasing decision sequence for these two respondents is simultaneous (store and brand). There were also two respondents went to Foodtown-Glenfield to purchase white wine without known which brand of white wine they want to purchase. In this case, the chose store first rather than brand decision sequence. According to the findings of interview there were also two respondents purchased their white wine in liquor store because of wider variety of choice. Therefore, for those two respondents the decision sequence for store choice is brand first and store second.
Conclusion for Purchase and Store choice
Compare the purchase process and store choice between women's magazine and white wine, single women use unplanned purchase intention and store first and brand second store choice decision for magazine purchase but repeat purchase them when they saw them which also shows that they have low level of purchase involvement in women's magazine purchasing and the type of decision process is habitual decision making process. In contrast, for white wine purchasing, single women tend to use planned purchase intention as they know want to buy white wine but they are not sure which brand to buy before they go to the store and get more information about the white wine. When they make store choice they use both ‘brand first and store second’ or ‘simultaneous’, they tend to care more about brand of white wine purchasing than women's magazine. In this case, the type of purchase intention and store choice indicates that single women are higher level involved in white wine purchasing and the type of decision process is limited decision making process.
Post Purchase Behaviour and Evaluation
Post Purchase Behaviour and Evaluation – Woman’s Magazine Purchasing
All of the respondents of the interviews do not have magazine collections - they do not keep their magazines after they read it. In addition, one of the respondents keeps the magazine in the lunchroom for others to read. Three of the respondent read their women’s magazine at home pass around to their flatmates to read. Two of the respondents read the women’s magazine at home in and after they read it they leave their magazine on the table and wait for the recycle collection day to disposal them. Moreover, five of the respondents purchased their magazine with additional purchase and the other one respondent purchased her magazine with additional purchase (potato chips). The reason she purchased potato chips with her magazine purchase is she likes have something to eat when she reading. All the respondents liked the magazine they purchased and think that the content of the magazine is interesting. They are all going to purchase it again and would recommend “Wowan’s Day” to others.
Post Purchase Behaviour and Evaluation – White Wine Purchasing
All of the respondents consumed their bottle of white wine with dinner. Four of the respondents consumed the white wine they purchased with other people. In addition, two of them shared with friend/friends who visited and had dinner with her and her boyfriend; two of them shared with their partner only; the other one of those five respondents purchased white wine as gift when she visited her friend and her friend shared the bottle of wine with her. There was also one respondent consumed white wine she purchased by herself. Five of the respondents used corkscrew wine opener to open their bottle of white wine and the other respondent used seven in one tool, which include a corkscrew wine opener to open her wine. When respondents purchased bottle of wine most of them also had additional purchasing. Two respondents purchased meat as additional purchase because they like to serve white wine with meat. One of the respondent purchased beer, champion and orange juice as additional purchase because she had friends came for dinner and she wanted to provide more choices for her friends. There is also one respondent purchased orange juice as additional purchase because she likes the taste of mix orange juice with wine. All of the respondents did like taste the white wine they purchased and they also thought the wine was good and enjoyable. All of the respondents were going to introduce the last bottle of white wine they purchased to other people.
Conclusion of Post Purchase Behaviour and Evaluation
Compare the findings of women's magazine and white wine post purchase behaviour single women seems enjoy white wine much more than women's magazine due to they consider white wine as a good thing to share with other people and can be a gift to others. Moreover, single women tend to purchase more additional purchase with white wine which can also show that they are more involved in serving white wine than read women's magazine. Compare the evaluation of women's magazine and white wine by single women, although they all satisfy with the quality of what they purchased, they have higher evaluation to white wine due to the white wine is more enjoyable but women's magazine is just interesting to read at spare time. in this case, single women are more involved in white wine purchasing rather than women's magazine.
Perception and Learning
Perception and Learning – Women's Magazine Purchasing
According to the finding to from the interviews, most of the respondents believe that the women's magazine they purchased were congruent with what they expected, that is why they are willing to pass the magazine to others to read and they are going to recommend the magazine to others.
Perception and Learning – Women's Magazine Purchasing
On the other hand, although all of the respondents satisfied with the quality and the taste of the white wine they purchased, three of them are concerned about the cost of the wine. Their perception of the wine is the price of the white wine they last purchased is higher than what they expected. In other words, the price they paid are dissonant with what they expected.
Conclusion for Perception and Learning
Compare the findings between women's magazine and white wine purchasing; single women are more concerned about the price of white wine rather than women's magazine. Due to the higher prices of white wine white wine purchasing is limited decision making whereas women's magazine has consistent low cost so that the purchasing of it is just habitual decision making. In this case, it also shows that single women are more involved in white wine purchasing.
Implications
According to the analysis of buyer behavior above, the following recommendations can be of considerable value to marketers in positioning their product/service and capturing the particular target segments.
For women magazines:
- Magazines content should be very important for consumers and the store should hire professional sales force who will provide friendly communication (research) with consumers and know that what women’s needs and wants from the magazine in order to guide and help customers to exploit the appropriate magazine. As the sales force have great influence on consumers’ choice of magazines.
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Intensively advertising can be used by retailers in order to break habitual decision making. For example, retailers can as attach a little gift with every magazine sale by provide some free shampoo samples or new cream on the magazines to attract customers.
- Differentiating the magazines by adding various content which are mostly interested by women such as make-up, perfume, cloth, and fashion trend.
- According to the fact that women’s magazine is not a product have high consumer involvement, marketers should try to get consumers more involved. By doing so, publishers should try to make more interesting articles to have more customer satisfaction.
For Bottle of White Wine:
- It is a barrier for consumers to purchasing wine that is they do not know what the wine taste like until they purchase it and try it at home. Never the less, many of customers would like to take the risk of waste money on wrong taste of wine. Moreover, white wine is a relatively expensive product, so that customers are actually caring more about get the right wine. In this case, marketers can do more in store promotion by open some bottle of white wine for them to try before they purchase the wine.
- Improving product quality and present professional service are essential element for building up good reputation and customer relationship.
- Adding value on products such as various taste and ingredients which suit customers changing taste and give some free gift when customer purchase more.
- Training sales force to have enough knowledge about this wine so they can introduce the wine confidently to customers.
- Some heavy promotion Champaign such as in high street, hotels, restaurants, let the wine to be well-known.
- Brand building activity through building customer relationship, product quality and advertising, internet, fliers, TV program.
- Moreover, showing and assistance consumers how to use this wine with different meals , giving customer more knowledge about how to use this wine for different occasion which in some degree reducing consumers’ dissonance.
Reference:
AC Nielsen Microscope. (2005, March, a). Female Age Groups by Marital Status. AC Nielsen (NZ) Ltd.
AC Nielsen Microscope. (2005, March, b). Female Age Groups by Interests. AC Nielsen (NZ) Ltd.
AC Nielsen Microscope. (2005, March, c). Female Age Groups by Had Wine With Meal. AC Nielsen (NZ) Ltd.
AC Nielsen Microscope. (2005, March, d). Female Age Groups by Liquor Drunk Last 7 Days. AC Nielsen (NZ) Ltd.
AC Nielsen Microscope. (2005, March, e). Female Age Groups by Liquor Outlet Sorer Visited List. AC Nielsen (NZ) Ltd.
AC Nielsen Microscope. (2005, March, f). Female Age Groups by WW Freq NZ Woman's Weekly. AC Nielsen (NZ) Ltd.
Neal C, Quester P. & Hawkins D. (2004). Consumer Behaviour: Implications for Marketing strategy (4th ed.). Australia: McGraw-Hill/Irwin.
One to One Living (2005). Market Profit: The $ingle Dollar $1.6 Trillion strong!. Retrieved May 6, 2005, from http://www.one2onemag.com/new/singles_market_profile.asp
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