A Report on Marketing Consumer Behavior †Free Samples for Students

Question: Discuss about the Report on Marketing Consumer Behavior. Answer: Introduction Marketinghas and is always a major factor in determining how many customers a business gets and thus explains how much income it will earn. It has been a big problem for many organizations to conductmarketing towards increasing their sales and distribution of services (Cigan, 2014). Different measures and methods have been applied by different organizations to try and attract more customers and compete effectively. In this report, forty (40) students at the Holmes Institute in Australia were interviewed in trying to understand why they chose the institute despite having other institutes within the region. The report examines the marketing strategies used as well as the facilities that are available in the Holmes Institute which gave an added advantage to it over other institutes. Procedure The information required in this report was on how consumers behave, what leads to those behaviors, how this is affected by the marketing process and how this affects the decisions they make on where to get their products and services. In this case, information was required to understand why and how students made their decisions in choosing their respective institutions for their studies. Considering that there were many institutions around the region, information on how the students chose Holmes Institute was necessary. First of all, there was need to have a better understanding of the marketing sector and the consumer behavior in general. This required background reading for all members. Background reading was intended to help each of the members to understand the main aspect of the research. Having gotten all the required information, it would be easier to conduct the research and understand the best ways to conduct it. To enhance the background reading process, a number of books, articles and journals were necessary. These materials were readily available in the town as well as the college libraries where they free. However, more information was required and as a result, we contributed some money which we used to get internet for the research with. The procedure of the report also required us to investigate the students by using other students which we thought would work easily due to the close friendship between them. Once enough information was available, it was time to get the information from the students. This process required us to use a different methods. First, we identified close to 50 students whom we could consider in interviews to get the information. However, not all the 50 students were involved in the process as 10 did not turn up. While collecting the information, it was recorded to help in giving a conclusion about why Holmes was a better institutions as per the students. Materials and Methods Different materials and methods were applied in the process of collecting the information. First, we observed the trend of the students we had chosen in the students records and checked on what reasons they gave for wanting to join the institution. To accomplish this, we required the support of the administration and therefore we confronted the secretary and explained what we intended (Hansen, 2005). On hearing us, the secretary did not hesitate allowing us to go through the records. The other method that was used was monitoring students feedback from other online sites. To accomplish this we required to use the school Wi-Fi. We went in one room in the school and we were able to access the Wi-Fi and used it to go through different sites to see what students were saying about the Holmes Institute. Email Surveys were also of great significance in collecting information. Some questions were prepared and sent via the email to different students to have them filled. This required a computer as well as some books and internet which we were able to get without much strain. We ensured that the questions were simple, short and direct as well as very few. Other survey questions were sent via social media sites and other websites to help reach more students. Once filled, they would send them back for recording purposes. Considering the nature of the information and the questions we had to ask to get it, we decided to interview some students directly. This required some questions to be set. To attract more students, we came up with a method of awarding everyone who took part in the interview. For those who seemed to be a bit shy for a one-on-one interview, some questionnaires were printed so that they could easily fill in and forward them. We also conducted a 2 week campaign whereby we u sed a number of feedback boxes around the school and urged students to pass by and drop their feedback on why they joined the institution. Lastly, we decided to use other students as a method of reaching the students and getting the necessary information. This did not experience much obstacles since we had a great strategy. We intended to use the students in such a way that would not expose our plan. The students who we were using were supposed to start the discussion on why they decided to choose the Holmes Institute and then wait for others to respond on the same and give their experience and decision making processes. Findings While going through the students records, it was realized that a number of the students had given the availability and closeness of the institution as the reason for them choosing it. Another group of the students had indicated that they believed the institution offered quality education. Other students had said that the institution had set its fees at a lower level as compared to other institutions. It was recorded that a bigger percentage of the students as per the students records believed in the quality of education offered by the institution. It was observed that there were many students joining the institution than it was before. According to the records, the population of the students in Holmes Institute had rose to almost twice as it was about 20 years ago. From the information we received, it can be confirmed that consumers tend to make their decisions on what to consume basing their argument on what others choose. This fact have been observed to be very evident and in the r ise in the Holmes Institute which means that a group of students had joined the institution because of the fame it had received of admitting many students. Other websites and social media platforms portrayed the thoughts of the students. In one of the sites were some eye-catching comments after the students were asked for the reasons of joining Holmes Institute. Some of the students were genuine to say that they got motivated by how their brothers, sisters and friends had been successful in life after going to the institution. This to them, was a clear indication of that the institution offered quality education. Having gone through similar experiences, other students explained how they had changed in terms of their perception and attitude towards the institution (Brand, 1991). In other sites, some students said they heard learned of the institution from friends or relatives who had or were still there and therefore chose it to go and meet them. Email and other general surveys also provided the information on why students chose Holmes Institute as an institute of study in Australia. Most of the students who replied on the surveys indicated that they had learnt much at their earlier years which helped them in deciding the institution to choose. According to the record that was made from the information collected, it was observed that most of these students applied their psychological characteristic of learning in making their decisions. In this method of collecting information, the higher percentage of students chose the institution considering that it provided quality education and it was to their areas of residence. The interviews had most of the respondents claiming that they chose the school due to the affordability of school fees as well as the quality of education offered. A number of students also said that it was their favorite because it was close to their homes thus they would not be forced to travel for long or spend much for transport or accommodation facilities. According to other students, they believed that the institution was the only one that would have provided what they would have wished in terms of their cultural, social and religious believes. All the questions that were set for the questionnaires were made simple, short, direct and relevant. We ensured that the questions were as less as possible and that it would only give us the information we required. From the questionnaires, we realized that most of the students were at ease giving more and genuine information, probably because of the confidentiality of the method. A good number of the students in this method showed their emotions and attitudes. Most students in this case said that they were very happy after they had passed their lower levels of study which greatly contributed to them choosing Holmes Institute. Others said that they had positive attitude to learning as well as to the institution which made them choose it over the others. A group of the students also indicated that their families were not well off and therefore required an institute that had lower school fees which was granted at Holmes Institute. In addition, other students were motivated by the way t heir friends or relatives were transformed by going to the institution. Feedback boxes were introduced and after the feedback was recorded, it was observed that most of the students were happy joining the school. The students indicated that they heard learned that the institution had facilities of good quality and also provided everyone with good education. Most indicated that they had received this information from their elder relatives and friends who went to the institution and who actually played a major role in motivating them to choose Holmes Institute. A group of the students indicated that the institution was the only one around offering the courses they wanted to pursue and therefore had no choice. Some of these said that they actually did not like the institution but found no other choice around. However, some of these students indicated that their perception and attitude towards Holmes Institute had be wrong all along. They indicated that they had later come to like the school and the quality of education it offered. The use of other fellow students as method of collecting the required information yielded so much. Since we selected the students with the right characters and the most influential ones, it was easy for them to gather a large number of other students and involve them in the discussion. Upon collecting and organizing of the information, we realized that most of the students explained that motivation played the major role in their decision making processes. Most of these students expressed their appreciation for the advertisement that Holmes Institute had made during the time of application while others remembered how their relatives and friends praised the institution. Other students were convinced by the quality of education offered at the institution while others joined it as it was the only institution offering the course around. A number of the students said that the institution was near their areas of residence and therefore went there to avoid additional expenses. Among these, a few said that circumstances forced them though they had other choices in mind. A few of the students were also confident to say that they joined the institution because of its low fees. Results Consumer decision process is the procedure that a buyer follows while making a decision on what to purchase for consumption. In this process, consumers should be very careful so that they can take care of the time before, during and after implementing their decision. In the case of the students who chose Holmes Institute, the process was used. From the information we gathered, we understood that most students thought of joining the institution after they had completed one level of their studies. These students wrote down the available institutions which they would choose from. After this, they did some research on each of the institutions to see which one was the best. We learned that during this decision-making period, the Holmes Institute had produced some advertisement materials all over which made more students go the option. The students explained that the advertisement materials and information that was used by the institution was very appealing. Other factors that affected the students choice were but not limited to; cost, availability of accommodation and transport, education facilities, quality of education offered and the distance to the institution. Students purchasing decision may also be determined by the motivation they get, their personality and their emotions. In the case of Holmes Institute, there are many students who chose the institution because they were motivated by their friends or relatives success after going to the school. Other students, as observed earlier showed their personalities of being cultured by choosing the institution believing that that will be the place where they will be able to continue practicing their culture well. Emotion also affect decision making process. A few students explained that they had been going through an emotional moment for instance they had problems with their friends or family members which led them to making the decision of joining the institution. Conclusion From the information that was recorded, it can be concluded that the students decisions of joining Holmes Institute was determined by a number of factors which include; the cost, travelling distance, motivation, perception, quality of education offered, emotions, personality, beliefs and attitudes. About 70% of the students that were involved in the research believed or rather decided to join the institution with confidence of the quality of education that was being offered. Recommendations While we were interviewing the students, some told us how much they struggled before they could get the institution. This is usually the case with many students and I blame it all to the poor advertisement management. I would recommend any education provider to study and understand the target region or country after which they can easily know the right method to use in advertising for their services (Brand, 1991). Proper advertisement will ensure that all the international students being targeted receive the message and apply for their studies. Again, it would be necessary for the advertising committee to understand the right time to start advertising. Just as the Holmes Institute did, they should ensure that they come out at the opportune moment when the students are in dire need of an institution to enroll with. Another recommendation would be for any education provider to ensure that they provide favorable and affordable fees and other charges for different activities. This will o bviously win them an added advantage towards the international students. The facilities that the institution has and the quality of education it offers will also determine its prosperity as far as the international students are involved. In the case in this report, we have heard of students who joined the Holmes Institute from what they saw in their friends and relatives. Offering good facilities and quality education is a great motivation to any person who is looking forward to joining higher education. I would therefore recommend any education provider to ensure that the quality of education and their facilities are great. This will spread through different people all over and will reach many international students who will be willing to join the institution. To get the right quality of education in the institution will require one to have the right facilities as well as skilled and experienced tutors. Lastly, I would recommend any education provider to ensure that they have the right and many courses being offered at their institutions. From the findin gs, some students joined Holmes Institute just because it had an extra course that it offered which was not in other institutions. The more the courses the education provider offers, the higher the chances of enrolling more students. The education provider should therefore strive towards offering more courses and at the best quality. References Akhter, S. (2007). Globalization, expectations model of economic nationalism, and consumer behavior.Journal of Consumer Marketing, 24(3), pp.142-150. Brand, C. (1991). Reversal Theory: Motivation, Emotion and Personality.Personality and Individual Differences, 12(9), p.976. Cigan, V. (2014). Relationship between students motivation and their socio-demographic characteristics.Linguistica, 54(1), p.11. Hansen, T. (2005). Perspectives on consumer decision making: an integrated approach.Journal of Consumer Behaviour, 4(6), pp.420-437.