The Effect Of Consumption Experience On Individuals And Society

Consumer behaviour is vital in aspect of marketing. It is the study of how and why people make decisions about what they need to purchase, use and dispose regarding goods, services or a company. This essay will examine the effect of consumption experience on individuals and society.

Motivation is the energising force that triggers behaviour, provides purpose and drive to that behaviour. The video demonstrates McGuire’s psychological motives of affective preservation, which is the need for tension reduction. Consumers often want to reduce arousal from situations in daily lives that create uncomfortable level of stress. We have chosen Adrenaline Forest to relieve stress from studying. The need to relieve some stress from studying for so long had created the discrepancy between the actual state and the desired state that arise a problem recognition. We decided to do activity that can satisfy our desired state of wanting to soothe our mind after a hectic week. Various of places had been suggested such as Sunday Market, Gondola and Adventure Park that created an awareness set. As we were looking for something that is outdoor and challenging, Adventure Park and Adrenaline Forest were the places that we considered for the solution of our problem which also known as evoked set.

In order to choose among the evoked set, the consumers need to compare them using relevant evaluative criteria which requires consumer to gather information about each place and engage in internal and external search. In the video, it can be seen that we depend on personal sources and marketing sources. As neither of us had been to both places, internal source is unattainable, hence using personal source which was a friend who had been to the places for her opinion and recommendation. We were also doing information searches on the internet to gather more complete information mainly from marketing sources such as advertising, websites and reviews. The information was gathered based on the evaluation criteria which typically the features or attributes associated with the benefits the consumer desire or the cost they must incurred, and the solution is chosen as to which choice fulfil the criteria the most. Evaluation criteria for Adrenaline Forest and Adventure Park were the price, types of activity and the location with price being the most important criteria followed by type of activity. Although the location of Adventure Park is slightly closer, Adrenaline Forest was chosen because the price is a lot cheaper and types of activity that are more extreme and challenging. This type of evaluation is referred to as lexicographic decision rule. We were deemed to engage in limited decision making as few alternatives were considered and the use of decision rule.

According to the choices that had been listed, there are several factors that influence the selection of the options. Classification scheme is systems that influence consumer behaviour which can be used to determine the choices. Physical surrounding is one of the situational influence that helps us in making decision. The reason we choose Adrenaline Forest is because the atmospheric environment that is offered which most likely can fulfil our criteria. Physical surrounding that offered by Adrenaline Forest increase the interest of the group members as it offers challenging activities and fresh environment at the forest. Next, social surrounding refers to the presence of other people who could affect the consumer behaviour. Based on the promotional video by Adrenaline Forest that shows children and teenagers enjoying the activities motivate us to complete the challenges with confidence. Additionally, positive reviews regarding the staffs encourage us to choose the place. Moreover, temporal perspective is the effect of time on consumer behaviour such as time available. Adrenaline forest operates daily with hourly sessions that enable us to accommodate within our time preference. The option given helps customer to avoid time pressure.

Antecedent state is the state where momentary base on the individual mood or condition. Activities at Adrenaline Forest consume a lot of energy, that cause the members to feel exhausted and crave for food. Due to the transient of state after the activity, we decided to eat right after the activity. On our way home, we decided to go to Bali Thai Restaurant that offers Asian food. The choices of the restaurant also been influenced by our cultural trait as all of us are from Asian country. After the activities, most of the members give a positive feedback on Adrenaline Forest. During the activity, one of the group members started to show dissatisfaction and passive action that were not perceived the activities offered. This phenomenon occurs because of different personal interest of the individual that dislike the activities there.In broader view, Kiwis grow up enjoying outdoor activities more than indoor activities. Looking at data in stats government New Zealand website with reference to the New Zealand General Social Survey (NZGSS) 2016, most of New Zealanders participate in sports and cultural activities with the highest percentage went to the park or reserve. Also, it can be seen in the graph that Kiwis participated more in active participation such as individual sports and recreational activities rather than passive participation.

In conclusion, understanding of consumer behaviour allows us to appreciate how consumer reacts differently towards their consumption. Every decision made by consumer is influenced by environmental factors and individual differences such as culture, friends, personal attitude and others. Through this activity, we were able to experience how and why consumers deal with their decision making process.