AMB200 Understanding How Consumers Think, Feel and (Mis)Behave: iPhone vs Android Assignment Sample

Introduction: Decision-Making, Motivation, and Consumer Behaviour Insights

Consumer behaviour refers to the activities that people undertake while deciding on purchasing the products. In the current times, significant change has been recognised in the purchasing patterns and behaviour of the customers. Now, customers tend to focus on evaluating alternatives and referring to social media reviews to decide on the purchase. There are four types of consumer behaviour, such as variety seeking, habitual, dissonance-reducing and complex buying. Thus, with the motive to enhance market share and to gain a competitive edge firm drafts marketing strategies by taking into account the behaviour of all types of customers. The report will be based on the purchase of the iPhone 15 Pro Max and a comparison with the Android phones. Further, it will also develop understanding about the theories & models associated with customer behaviour and loyalty. Moreover, it will focus on consumer behaviour and major aspects of motivation while purchasing.

Worksheet 1: Title

Tutorial 2: Decision-Making

Activity 1: What types of decisions do you make?

Chapter 9: Individual Decision Making

Part A: Knowledge

Choose a consumer behaviour that you have done in the last month from the following list:

Goods

• Buying a mobile phone (iPhone 15 Pro Max)

Think about how you decided to do that behaviour. Now circle /or highlight the way you did information search, evaluation and purchase.

Limited problem-solving	Extended problem solving
Information search	Low risk and involvement Little search Information processed passively In-store decision likely	High risk and involvement Extensive search Information processed actively Multiple sources consulted prior to store visits
Alternative evaluation	Weakly held beliefs Only the most prominent criteria are used Alternatives perceived as basically similar Non-compensatory strategy used	Strongly held beliefs Many criteria used Significant differences perceived between alternatives Compensatory strategy used
Purchase	Limited shopping time; may prefer self-service Choice is often influenced by store displays	Many outlets shopped if needed Communication with store personnel is often desirable

Now, based on the table above, classify the behaviour into one of these two categories by ticking or highlighting which one:

• Limited problem-solving
• Extended problem solving

For this decision, what was your decision style?

• Rational
• Automated

In groups of the same decision style (rational or automated), discuss:

• What feature of the behaviour do you have in common that made the decision rational or automated?

iPhone 15 Pro Max. High-ticket items like laptops or phones. I did extensive research due to the financial risk. Also looked at reviews of the item and took time for consideration if we really needed the item. The importance and costs of a product in the daily life needs the particular time to consider the purchase (Yahia, 2024).

• What would make you change your decision style?

Having more financial freedom and if it was an easy cancellation process, mainly concern about the price, Sales as well/deals on for a limited time. Warranty and what comes with the actual product.

Part B: Application

Using consumer behaviour theory from your textbook (supported by academic journals where appropriate), explain why: use the choices about why and go into depth with these, and the risk and situations involved.

You used limited or extended problem-solving

The consumer behaviour theory particularly suggests about the development of problem solving which occurs at the time of decisions (Consumer Behaviour Theory, 2023). This includes the unfamiliarity, emotional risk and high financial, the product which plays a major role within the life of consumers (Consumer Behavior, 2023).

• Perceived risk: iPhone 15 Pro max is one of the expensive products so initially I assess the major drawbacks and benefits. The fear of remorse of buyers and financial commitment boosted my requirement to gather the extensive information.
  High involvement:  In the current era, mobile phones are major part of daily activities in individual’s life, from entertainment to the communication. Selecting a phone can put impact on the lifestyle and productivity, creating the complex decision.
• Situational influence: The offers and limited promotion encouraged me to work in the major time frame (Aivie et al, 2022). On the other hand, this made sure that major urgency can not overshadow process of effective decision making.
• Cognitive dissonance: In order to decrease the dissonance based on the post purchase, I assessed the product comparisons and consumer reviews extensively.

Consequently, the emotional and financial stakes related to the iPhone purchase justified the developed approach related to the problem solving.

Your decision was rational or automated

The model based on the rational decision making refers to the customers who are look to boost utility via step by step assessment and logical as well (Rational Decision Making Model, 2023). My whole procedure based on the purchase related to the iPhone 15 pro Max showcased the major rational style related to the informed and careful planning related to the judgment.

• Utility maximisation: I required a phone along with the different emerging features (extra life of battery, fast processors and good quality camera) which lined up with my requirement for the leisure work.
• Cognitive efforts: Based on the Bounded rationality theory of the Simon,I worked in the available information and time but also made sure that my decision was most favourable with the different limits (Bounded Rationality, 2023).
• Values and beliefs: My belief related to the reputation of the Apple for the durability of long term and quality influenced whole decision related to the purchase. I mainly value the phone which provides the consistent updated and reliability.
• Compensatory decision strategy: I focused on the availability of the warranty and advanced features, over the high prices. The consumer support of the Apple concluding about the advantages is exceeding the high cost.
• Attitude: I carried the positive attitudes related to the products of apple because of my past experiences. These positive experiences are encouraging me to select the Apple over different rivals.

Worksheet 2: TITLE

TUTORIAL 3: Dissatisfaction and Complaint Behaviour

Activity 2: How do you respond when dissatisfied?

Chapter 10" Buying, using and disposing

Part A – Knowledge

Briefly describe a situation where a company has made you feel dissatisfied
(Examples: mistake on a bill, late delivery, incorrect item, product/service was faulty, rude staff.)

I was mainly dissatisfied with the brand Lulu lemon due to the denied to make replacement of my plant even though with the quality promise. The policy makes sure that consumers who are having the defective products would get replaced and repaired. This happens if the products can’t meet the standards of the high quality (De Mooij, 2019). The denial was made by the staffs which was rude who hadn’t listen my issue and did not offered alternative solution.

Circle or highlightthe response that best describes your attitude, opinion or belief towards complaining.

COMPLAINT ATTITUDES
Consumer Alienation Most companies care nothing at all about the customer.	Agree	Disagree
Personal Norms I often complain when I’m dissatisfied with business or products because I feel it is my duty to do so.	Agree	Disagree
Social Benefits By making complaints about unsatisfactory products, in the long run the quality of products will improve.	Agree	Disagree
Expectancy – Voice Assuming you complained about the situation in point 1 above, how likely is it that the organisation would solve your problem and give better service to you in the future?	Likely	Unlikely
Expectancy – Private Assuming you reported the situation in point 1 to your friends (who use the same organisation), how likely is it that your friends would stop using that organisation altogether?	Likely	Unlikely
Expectancy – Third Party Assuming you reported the situation in point 1 to a consumer agency such as the Australian Competition and Consumer Commission (ACCC), how likely is it that the ACCC would make the organisation take care of your problem?	Likely	Unlikely
Value – Voice How likely is it that you would complain to the organisation in point 1 if you were pretty sure the organisation would solve your problem and give better service in the future?	Likely	Unlikely
Value – Private How likely is it that you would mention the situation to your friends if you were pretty sure that they would stop using that organisation altogether?	Likely	Unlikely
Value – Third Party How likely is it that you would report the incident in point 1 to a consumer agency such as the ACCC, if you were pretty sure the ACCC would make the organisation take care of your problem?	Likely	Unlikely

• Do you think your complaint behaviour is more influenced by your attitudes, beliefs and opinions in the table above or by the specific situation? Why?

Yes, my whole behaviour based on the complaint is majorly influenced via my opinions, beliefs and attitudes. I effectively believe within the focusing on the accountability of the company for their mentioned promised. I also feel confident that concerns related to the products lead to effective and positive shift. The major condition played a key role because of the emotional stakes and perceived financial.

Think about how you reacted to that situation. Now circle the description in column A or B that best describes your reaction.

YOUR RESPONSE	A	B
Importance of the situation	High	Low
Did you feel embarrassed?	Yes	No
Have you ever complained previously to an organisation?	Yes	No
Was it easy to complain to the provider this time?	Yes	No
Was there a lot at stake (financial? Social? Health?)	Yes	No
What type of person are you?	I speak up for what I believe is right	I am not the type to complain
Do you think the company should have handled things better	Yes	No
Were you with family /friends who didn’t want you to complain	No	Yes
Did you complain?	Yes	No

If you circled mostly as then it is likely that you complained. If you circled mostly Bs then it is likely you did not complain.

Now compare your responses with a person who reacted differently to you. What features did they select in their table? Why are they different to you?

• 25minute break on an 11hr shift
• Did not end up complaining
• Felt no embarrassment
• Have never complained to an organisation before
• Not necessarily a lot at stake for him as he knew there was a finishing time.
• He is the type of person to speak up for what he believes is right
• No he did not complain, because he felt the circumstances and with how busy the day was as it was Christmas Eve and the line of people wanting fresh seafood was insane!

Part B – Application

6.

a) Identify your complaint response from the three values just state either (Voice, Private or third party).

• Voice complaint

b) Using theory from the textbook and journal articles discuss your complaint response.

• Voice complaint/ in the moment.

By making use of the theory of Exit, voice and loyalty of the Hirschman (1970), my effective decision based on the voice the issue related to the dissatisfaction. This mainly lined up with the response to the voice (Re-conceptualising Hirschman Re-conceptualising Hirschman's Exit, V s Exit, Voice & Lo voice & Loyalty model, 2023). In this the customers focus on the resolution apart from the remaining passive or leaving the store.

• High involvement product: The products of the Lululemon are quality promising and premium priced; also focus on the brand image. Staves were majorly high, these encouraging me to offer my concerns.
• Expectancy disconfirmation theory: The theory mainly offers suggestions related to the dissatisfaction which happened while service and products fails to fulfil the major expectations (Expectancy disconfirmation theory, 2023). The failure of Lulumelon to offer the promise developed a main gap among the actual service and particularly my expectations.
• Justice theory: I mainly felt about the injustice due to the while procedure of issues related to quality appeared against my expectations. The rude behaviours of the staff included to interactional injustice perception (Theory of Justice, 2023).

Overall after your experience from the above behaviour, explain your post purchase outcome, using theory and References to support. (where your satisfied, Use the product again, not return etc)

• Outcome: I am still dissatisfied, and my expectations were not met.
• Satisfaction/Dissatisfaction: Based on the expectancy disconfirmation model of Oliver (1980), the satisfaction is gained when services exceed and meets the consumer’s expectations (Expectation Disconfirmation Theory, 2023). In context to the case, refusal of Lulu melon to replace the product increased the level of dissatisfaction.
• Future behaviour: Apart from the dissatisfaction, I will purchase the products of Lululemon within the future because of the offerings based on the high quality. On the other hand, my trust within the consumer services of the brand has affected, create make cautions related to the upcoming buys.
• Post purchase Dissonance: The major issue which led to dissonance based on the cognitive, this decreased my loyalty for the Lululemon (Tien et al, 2019). Based on the theory of cognitive dissonance, I faced the discomfort experience due to my trust in the promise of brand clashed because of the service which is poorly managed (Cognitive dissonance, 2023).
• Complaint impact: My compliant showcase the major developmental areas within the service of Lululemon. Whole this didn’t solve my major concern; the effective feedback can affect the approach of brand to face the future complaints.

Worksheet 3: TITLE

TUTORIAL 4 Motivation

Activity 3: What motivates you?

Chapter 6 Motivations and Values

Part A - Knowledge

What was the consumer behaviour you selected in Activity 1: Purchasing a mobile iPhone 15 Pro Max

Did any of these needs influence your behaviour? Complete the table below:

Yes or No	McLelland’s Motives	If yes, why?
Yes	Need for Achievement: To attain personal accomplishment; conspicuous consumption of status products – “I’ve made it”	Achieving the personal achievements: Purchasing the iPhone 15 pro Max refers to gaining the personal milestone based on most developed technology and owing the emerging version.
Yes	Need for Affiliation: To be in the company of others; products that are consumed with others i.e. team sports, shopping centres	Be in the organization of others Being connected with the family and friends via the effective features such as iMessage and FaceTime (Solomon, 2020).
Yes	Need for Power: To control one’s environment; products that give a feeling of mastery i.e. Hotted-up cars	Controlling the environment of individual. The developed features of the iPhone such as productivity tools and Ai capabilities offer the control on the tasks and premium products (Consumer Behavior, 2023).
Yes	Need for Uniqueness: To assert one’s individual identity; products that allow consumers to emphasise distinctive qualities.	Asserting the identity of the individual. Personalising the premium products and features of phone showcases the styles and individualities.

Which of these five levels of Maslow’s motivation theory do you think explains your behaviour? You can select more than one. Just circle or highlight where you think it fits in the triangle below:

• Ego needs: Owning the product with the high status can increase the confidence
• Self actualisation: Utilising the developed tools for the productivity, creativity and personal growth (Maslow's Hierarchy of Needs & Theory of Motivation, 2023).
• Belongings: Being connect with the networks based on internet and social

Part B – Application

Find someone in your class who is reporting on different consumer behaviour. Using the Means-End Theory ‘Laddering’ technique, identify an attribute, consequence and value linked to your behaviour. List these in columns 1 and 2 in the table below:

Using consumer behaviour theory from your textbook, list why there are differences (e.g., is it the type of product/service? Is it different personal values? What is the link to motivation?). Use dot point form in table to summarise.

You	Other Person	Why are these different?
Behaviour:	Purchasing the iPhone 15 Pro Max	Buying a android phone with the Mid range	The iPhone pro Max emphasise on the cutting edge and luxury feature. On the other hand, the Android phone focuses on the functionality and affordability.
Attribute:	Developed technology and premium design	Essential features along with the practical design	iPhone focuses on the performance and aesthetic However,Android focuses on the value for the consumer’s money.
Consequence:	Developed status, creativity and also productivity.	Reliable cost savings and communication (Trudel, 2019).	iPhone lines up with the prestige and innovation. On the other hand, Android attracts the financial responsibilities and practicality.
Value:	Self expression and innovation	Frugality and simplicity	Differences develop from the objectives such as self development versus managing the lifestyles of budget conscious.

In a paragraph below explain in more depth your dot points stated in the table above as to why these are different? Discuss using consumer behaviour theory (from the textbook) and references to support.

The differences among the buying a Android and iphone 15 Pro Max showcases the different values and motivations which can influence the behaviours of the customers.

• Type of service and product: iPhone is mainly sold as the high quality and premium product, showcasing the luxury and also technological innovation. This majorly targets the customers who are particularly valuing and high status and cutting edge features. On the other hand, Android based on the mid-range focus on the demographics of cost conscious, providing the reliable and practical solutions with the affordable costs. It is mainly lines up with the effective theory. This is related to that the customers select the products related to the symbolic versus the functional consumption.
• Motivational focus: The purchase of the iPhone aligns with the needs of McClelland requirement for esteem and achievement within the hierarchy needs of Maslow; this is focuses on the individuality and success. The purchase of Android lines up with the belongingness and safety, fulfilling the significant needs of communication while protecting the finances.
• Consequences and values: By making use of the theory of End chain, the attributes of the iPhone (premium design and developed technology) translate within the cost such as social recognition, productivity and developed creativity (Means end theory, 2023). These majorly showcase the high values such as innovation and self expression. Contrary hand, Android phones offer the cost effectiveness and reliable communication, focusing to values such as responsibility and simplicity.
• Social and cultural influences: iPhone ownership can showcase the desire of customer line up with the high status symbols and global trends. Mainly within the cultures in which prestige of brand is important (De Mooij, 2019). Meanwhile, the phones which are Android can attract the financial prudence and practicality.
• Product lifecycle: IPhone 15 pro Max attracts the early adopters and innovators within the lifecycle of product. On the other hand, the Android phones based on the mid range can target the main segment. The major difference showcases the role of adoption behaviour and consumer innovation.

Conclusion

Conclusively, it can be stated that buying an iPhone 15 Pro Max vs. the Android phone is based on the Mid-range. This influences the major values and motivations of the behaviour of different consumers. For the buyers of iPhone, the requirement for esteem, self-expression and lifestyle influences their decision about the purchase. Besides this, in can be inferred by using the Maslow's hierarchy of needs that status symbol is one of the main factors which entice customer decisions about iphone. The social prestige, developed technology and premium design connected with the iPhone. This is mainly showcasing the need for status and innovation. The mid-range Android phone focuses on reliability, financial security and practicality.