Extra 1: If you are that brand marketer, what would you do to improve the opportunities of them buying your

products?

Exercise 1:

Criteria Person 1 Person 2 Person 3

Consumer problem I need a keyboard (wired keyboard) A laptop stand I need to buy airpods.
with QWERTY layout.

The relative importance of the I work and play games a lot, so I need a It help me to sit in the right posture as Large relative importance
problem keyboard. Moreover, the sound of the well as help reduce the heat of the
keyboard can motivate me while I am laptop
working.

How the problem occurred
My laptop keyboard is old :> It is not
working as well as before. The sensitivity
of my keyboard is not good → It is hard for
me to work and play game
Active problem
My laptop stand is not really sturdy and I find my headphones
it is quite too high for my view uncomfortable in some specific
=> it hard for me to study and watch situations.
film for a long time
Active problem Active problem
What caused the problem (change
in desired or actual states)
What action they have taken
What action is planned to resolve
each problem
Extra question: If you are that brand
marketer, what would you do to
improve the opportunities of them
buying your products?
Actual states: Laptop keyboard is not
as sensitive as I need. The laptop
keyboard does not have a good sound.
The feeling when I type or playing
games is not as good as I want.
Desired states: A wired keyboard meet
my demand: good sound, good feeling,
can be customized, easier to be
repaired if broken.
- Research information for a
keyboard - famous brand -
Phong Vu, Logitech, Gear
- Go to facebook and join the
keyboard users group to ask for
advice which keyboard should I
purchase
- Option 1: Go to the store and test a
keyboard that I wanted to buy → If
I satisfied I will buy that product
- Option 2: Buy a second hand
keyboard
Because this is active problem and
this customer is decision Extended
decision making
- Information search: Advertising
Actual states: Laptop stand is not as sturdy
as I thought and it is quite heavy →
inconvenient
Desired states :
Laptop strand help me have the right
sitting posture → relieve back pain when I
have to study for too long
Research information ( price, type,
color, size) and compare the price and
review between different stores on
Shopee
- Ask for reviews from people
who have used it
- Go to the store and test the
laptop stand
- Information search : Create clip
reviews with real users ( not
just a photo ) -> help users
easily visualize
Desired states: Airpods meet my
requirements more effectively bc
they’re trendy, small -> easy to
takeaway, wireless
-> suitable and comfortable for
doing exercise, cooking, or for
other outdoor activies.
Actual states: Traditional
headphones with wire are heavy,
big and not applicable for bluetooth
connection
-> take up space, not ideal for ipad
or smartphone & difficult to wear
them while doing vigorous
activities.
Research info and just focus on
airpods from Apple.
- compare between each product
line and its price
- visit the store to test the airpods
Create clips reviewing these
airpods by actual customers/KOLs
or clips that emphasize new
special features.

- Bc many attributes and many
- Promotion: Warranty, post
- Bc they have a option buy
Exercise 2:
Nominal decision making
Limited decision making
social media with a clip has a - Have a return policy when
sound of the keyboard (blue buying the wrong size or having
switch or brown switch). a bad experience
Providing images/ evidence of - Promotion : Discount on e-
positive feedback from users. commerce sites on Lazada,
Shopee on sale days (11/11,..)
alternatives include in this decision
making process → All the
information about a keyboard need
to be provided clearly
purchase (Test - 14 days - if
there are any problems,
consumer can exchange a new
keyboard)
second hand -- need to
persuade that they need to a
NEW keyboard is better for a
keyboard
Purchases Description (Reasons for the type of decision)
Toothpastes (Low product involvement, Low purchase involvement)
● Moderate attention to dental hygiene
● Perceive that there’s no major differences in quality and price of most
toothpastes -> no alternatives evaluation.
● Usually purchase what is available in local stores.
● Rarely post-purchasing evaluate, just in case there’s a major problem.
Notebook (High product involvement, Medium purchase involvement)
● Small differences between items -> care about the product quality, not the brand
 ● Information search
○ Internal: Used to buy notebooks
○ Limited External: Low-involvement in internet researching, just asking
friends for feedback, reviews that other buyers left on the shopping
platform.
● Alternatives evaluation:
- Few attributes of a notebook are considered: always buy a same patterns
(~120 pages, grid, pastel colors, B5)
- Variety-seeking: have some reliable options but want to try different
colors.

Extended decision making A Dell laptop (Low product involvement, High purchase involvement)
● Not interested in gadgets/ technology devices
● Problem recognition: Entering high school → Need a laptop for doing homework and
self-learning
● Information search:
○ Internal: Recalling about laptop brands being seen
○ External: Research on the Internet (public sources)
● Alternatives evaluation:
○ Attributes: Ram, inch, warranty, how many GB, sensitivity,
○ Other brands: Macbook, Asus, HP
○ Purposes of using: designing/ playing games/ doing work
→ Purchase
● Post-purchases:
○ The quality of the laptop
○ Whether purchases the appropriate laptop for their laptop
 Exercise 1:
Questionnaire:
1. What entertainment products or services have you purchased? Where did you purchase it?
2. What problems made you decide to consider purchasing that product?
3. Which sources did you look at prior to purchasing? Which source was the most effective for you and why?
4. Do you often look for information prior to purchasing?
5. Which elements do you consider when purchasing an entertainment product or service?

Criteria Person 1 Person 2

1 A poker case TV shows on Netflix

From a friend from a group of Netflix users on Facebook

2 Tet holiday and other occasions -- I and my friends, family do Semester break - have a lot of free time after the end of the
not have much games to play together semester and want to find quality movies to entertain

We also want to try new card games beside VN card games

Seeing in film

3 Internet, playing poker online or play with money (not the From reviews of friend or groups specializing in review
poker chip) movies on Facebook

Knowing from a friend.

4 Yes Yes

5 Price, repeatability, addictability, entertainment mode/types, Price , quality

individual or team entertainment products ?

Memory of past research, personal sources , independent

 sources.

Exercise 2:

Position Nominal Limited Extended

Brand in evoked set Vinamilk A new TH True Milk’s product A macbook

Brand not in evoked set Innisfree skincare products -

Promotions such as buy 1 get
1, or sale off