INDIVIDUAL ASSIGNMENT

SUBJECT: CONSUMER BEHAVIOR – MKT201

SEMESTER: FALL 2023
NAME: THAI LE TUONG VY
QS170172

Question 1. (3 points)
Many consumers today seem to be obsessed with monitoring their emotions.
They post about their feelings, track their sleep patterns, and fret about how often
they’re “liked” on social media. Should happiness be quantified?
In this age of big data, there has been a landmark shift in the way we view and
understand happiness in the context of consumer behavior. The traditional belief that
happiness is a complex web of individual experiences, shaped by diverse factors and
preferences, is now evolving. With the rise of data collection and analysis, we find
ourselves at the forefront of a new era where happiness is no longer purely subjective; it
can be quantified and modeled to a certain extent. the result of many different factors and
different individuals being satisfied with different things and contexts. So it seems
impossible based on some behavioral data to predict whether that segment of people is
satisfied with certain features of the product, service, or environment in general. But this
is only true until the moment of big data.
This is the result of many different factors and different people are satisfied with different
things and circumstances. Therefore, it seems impossible to predict whether this group of
people will be satisfied with certain features of a product, service, or overall environment
based on some behavioral data. But this only happens in the age of big data. Large
amounts of data relating to the behavior of many people can be collected and analyzed to
create personal happiness models. The happiness industry has been researching this
concept for the past five to 10 years. Industry, big business, and government are trying to
track and investigate our emotions while using red data for their own purposes. However,
it must be warned that they may not seek our deepest happiness, the happiness of the
soul. All they want is the buy button in the consumer's mind, it must be remembered that
they may not be looking for our deepest happiness, that is, the happiness of the soul.
What they want is just the location of the buy button in the consumer's head, that is, the
exact gray matter area that will motivate them to fill their shopping cart. Therefore, from
a consumer behavior perspective, the level of happiness is being quantified as the results
of the analysis also yield positive results for the actors involved.
In short, whether happiness should be quantified is a matter of individual choice and
values. While quantification can provide some benefits, such as self-awareness and goal
setting, it is important to strike a balance and not detract from the richness of the
experience sense. Human emotions are just numbers. Happiness is a complex and deeply
personal phenomenon, and each person should determine how to most meaningfully
pursue it, whether through quantitative measures or a more holistic and introspective
approach.
Question 2. (4 points)
How might a marketer frame a marketing campaign aimed at contemporary
young mainstream female achievers? Do you think there are any key differences or
similarities to the broader female market that can be used?
Building a marketing campaign for modern mainstream young successful women
requires a deep understanding of their values, aspirations, and behaviors.
Emphasize empowerment and achievement: Focus on themes of empowerment
and achievement. Successful young women often have ambitious careers and
personal goals. Showcase how your product or service supports their journey
towards success. For example, a campaign could highlight how glowing, healthy
skin can boost confidence and help successful young women feel more
empowered in their personal and professional lives. Surname.
Authentic representation: Highlight authentic and trustworthy women in your
marketing materials, avoiding stereotypes and clichés. Highlighting truly
successful young women who have overcome challenges, fosters a sense of
authenticity and belonging. Avoid unrealistic beauty standards or overly edited
images.
Highlight personal growth: Acknowledge their pursuit of personal growth and career
advancement. Tailor your campaign to demonstrate how your product or service
contributes to their growth. For example, present a skin care product line as an essential
component of personal development and self-care routines, demonstrating how it
contributes to achieving healthy, radiant skin. full of vitality.
Independence and Self-Reliance: Call for their independence and self-reliance. Show
how your offer enhances their self-sufficiency, whether in their personal life or career.
Community and Support: Create opportunities for community building and networking.
Many successful young women appreciate connections with like-minded individuals who
share their ambitions. Consider hosting online events or forums to attract participation.
Digital Engagement: With their strong online presence, make sure your campaign has a
strong digital component. Engage them through social media, interactive content, and
influencers that resonate with this demographic. Collaborate with influencers who
empower your story and promote your products authentically.
Financial savings: Highlight how your product or service supports financial
management and independence, in line with their financial goals.
Sustainability and Social Responsibility: Emphasize your brand's commitment to
sustainability and social responsibility, as successful young people often value businesses
that create a positive impact on society and environment.

Differences and similarities with the broader female market:

Difference:
Age and Life Stage: Successful young women are often at an earlier stage in their career
and personal development than the broader female market, which includes women of
many ages and life stages. different lives.
Digitally savvy: Young achievers are often digitally savvy and more active on social
media than older female market segments.

Similarities:
Empowerment: Both successful young women and broader market value campaigns for
women that promote gender equality and empowerment.
Authenticity: Authenticity and relatability are essential for both segments because they
value realistic representation in marketing materials.
Community and Support: Build a sense of community and provide support through
campaigns that can resonate with women across different segments.
Aspiration: Aspiration is a shared topic as women of all ages have personal
and professional goals they wish to achieve.
In short, while there are differences between successful young women and the broader
female market, there are also important similarities, such as a shared concern for
empowerment and authenticity. Marketers should tailor their campaigns to the unique
characteristics and aspirations of successful young women, while also considering the
broader values and interests of the female market. Understanding consumer behavior
within these segments is critical for a successful marketing campaign.
Question 3. (3 points)
Is there such a thing as personality? If so, how might you integrate knowledge
about consumers’ personality traits into a marketing strategy?

There is a concept called personality, which refers to the unique set of traits,
characteristics, behaviors, and patterns of thinking and feeling that distinguish one
individual from another. Personality is a fundamental aspect of human psychology and
plays an important role in shaping how individuals perceive and interact with the world,
including their consumption behavior.
Integrating knowledge about consumer personality traits into marketing strategies can
bring high value to businesses.
Segmentation based on personality:
Segment your target audience based on personality traits. Use market research or
psychographic surveys to determine your customers' common personality traits. For
example, categorize them into groups like “adventurous,” “dedicated,” “spontaneous,” or
“introverted.”

Custom messages:
Customize your marketing messages to match your target segment's personality traits. For
example, if your research shows that a significant portion of your audience is
"adventurous," you can emphasize the fun, creative aspects of your product.

Product development:
Design products or services that meet the specific interests and needs of different
personality types. "Conscientious" groups may value products that emphasize durability
and reliability, while "spontaneous" groups may care more about novelty and versatility.

Advertisements and images:

Use images, colors, and design elements that resonate with different personality traits.
For example, a campaign targeting "conscientious" individuals may use images of
organized, structured environments, while a campaign targeting "spontaneous"
individuals may can have vivid, dynamic images.

Content and level of interaction:

Create content that speaks to the values and interests of different personality types. For
example, produce articles, videos, or social media posts that provide insights for the
"analytics" team, or create interactive and interesting content for the "creative" team.
Select channel:
Consider which media channels are most likely to reach specific personality types. Social
media can be ideal for interacting with outgoing and extroverted individuals, while email
newsletters can be more effective for those with introverted and reflective personalities.

Feedback and iteration:

Continuously collect feedback and data on how different persona segments respond to
your marketing efforts. Analyze consumer behavior, click-through rate, and conversion
data to refine your strategy and improve your targeting.

Recommendations based on personality:

Implement a recommendation system on your e-commerce platform to recommend
products based on an individual's personality traits and known past behavior. This can
enhance the customer's shopping experience.
It's important to note that while personality traits play a role in consumer behavior, they
are just one aspect of the complex web of factors that influence purchasing decisions.
Consumer personality traits interact with situational factors, cultural influences, personal
values, and more. So, an effective marketing strategy should consider all of these factors
to provide a comprehensive view of consumer behavior.