ADMAS UNIVERSITY

SCHOOL OF POSTGRADUATE STUDIES

MASTERS OF BUSINESS ADMINISTRATION

Marketing Management Individual Assignment

Section 5

NAME ID NO 1.

ZELALEM JEMBERU----------------------------------------------------------------PGMGB/4424/21

SUBMITTED TO: - DINKISA K. (Ph.D., Assistant professor)

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1. Take the buyer decision process and interview five students about how they
purchased a common product (such as mobile phones, or watch) and compare
how they went through the buyer behavior model. How did they acquire
information, pick alternatives, make choices, and evaluate the success of their
purchase?
The consumer decision process, also known as the buyer decision process, assists markets in
determining how customers progress from learning about a product to making a purchasing
decision. Understanding the buyer's purchasing process is critical in marketing and sales. The
customer or buyer choice process will allow them to develop a marketing strategy that will
persuade them to acquire the product or service to solve the buyer's or consumer's problem.
Consumers go through 5 stages in deciding to purchase any goods or services.

5 Stages of the consumer decision process (buyer decision process) are

1. Problem Recognition or Need Recognition.
2. Information Search.
3. Evaluation of Alternatives.
4. Purchase Decision.
5. Post-Purchase Evaluation

Nowadays, instead of wearing a watch in one's hand, people have mobile phones, thus the product
I concentrated on is a mobile phone. As the question requested to interview students about their
purchasing decisions, I attempted to develop questions that cooperated with the five phases of the
purchasing decision process, and those questions assisted me in understanding and evaluating their
purchasing behavior. And the questions are as follows:

1. What phone brand do you currently own? And why do you own it
2. where did you get the information that your current phone is the phone you desired
3. What were your criteria for purchasing your phone, and didn't you look at other phone brands?
If yes, why did you select this one?
4. Were there any elements that influenced your decision to purchase or leave another phone
brand?
5. Are you happy with your phone right now? If not, why not?

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Interviewee Responses
My responses are Admas University postgraduate students. I interviewed more than five
individuals, but I chose five of them since they provided me with clear information.
1st Respondent:-is a post-graduate student at Adams University, and his response to my
questions was He purchased the phone since he sought the most recent version in his career as a
computer specialist. That he presently has a Samsung A30 smartphone, that he obtained the
information on the internet, and that he even provided me with the website link. Retrieved from a
website (https://www.gsmarena.com/) the features of the phone were the criteria he used to
purchase his A30 phone, he told me (4GB RAM, 64GB Storage). It had several competitors at the
time, but the Samsung A30 appeared to beat them in terms of performance and camera. The case
that influenced him to buy the A30 phone is the phone's popularity and high storage at the time
and he wouldn't say he is thrilled with the phone he has now, but he is okay with it. The reason for
this is that it has become more difficult to operate in recent months. It can get stuck at times.
2ndRespondent:- She is also a post-graduate student at Admas University. She presently owns
a Huawei smartphone, which she acquired since she is a model and wanted to match her phone to
her lifestyle. She learned about it from her friends, and it was a well-known smartphone at the
time, and the reason she chose it was for the camera quality, which can help her carrier in social
media, but she is currently dissatisfied with her phone because it is no longer active, and many
phones can help her modeling career.
3rd Respondent:-has Infix hot 8 she chose to buy this phone since her previous phone was
robbed so she just wanted to get a phone because it was urgent to have and she obtains informa tio n
from phone dealers the reason she picks Infix hot 8 is because of the price-quality She did look at
other phone brands as well. She chose it since it was affordable. And she is not happy because it
is outdated
4th Respondent:-My fourth respondent owns a Samsung Galaxy S9+. She typically reads about
new developing technologies and items available online in order to get a sense of the quality of
the brand she desires. Her criteria for choosing her current phone were the processor, RAM (for
the ability to run multiple and latest applications), Infinity Displays, Camera Pixels, Biometr ic
Features, Fast Charging, and her budget. She did not choose other brands because she already
knew her desire and quality products. She simply needed to look like her budget, not the goods.

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The aforementioned factors affected her decision to acquire the Samsung Galaxy S9+. And YES,
she is overjoyed,
5th Respondent: - My last respondent has an A10 Samsung phone and got the information from
a family member that the reason he wants to buy is that he is a Tourism professional working in a
remote area and needs a high network phone with high network capacity and the network capacity
really influence him and he is very happy with his phone performance.

 My comment on the above 5 cases

As a business student learning marketing, I will try to provide advice on their purchasing decisions
in terms of the Buyers Decision Process and Buyer Behavior Model since I can simply measure
and evaluate the performance of the five questions using these two tools. Three of the respondents
are satisfied with their present product because they truly implement client purchasing decisions,
particularly the three key phases. Specifically, information searching and evaluation of alternative
All of the respondents pass through the five stages; those who are dissatisfied are those who have
an informational gap, and one of my respondents' problems is that she made her purchase decision
without even checking the phone quality; the only thing she is concerned about is her ability to
purchase that phone. In the case of consumer buying behavior models, the major one I observe is
the sociological model, which states that customers' behavior is influenced by a diverse group of
friends. The decision-making process entails recognizing issues, looking for internal and external
information, evaluating available options, and eventually purchasing a product.

2. Collect any four local advertisements (Electronic or print) and comment on

how they apply in the real ground.

 Diana Soap

Diana soap commercial. Is one minute. Meaning full advertisement is incredibly catchy.
The fact that the soap is passed down from generation to generation demonstrates the true
Ethiopian way of life. Bing has been on the market for 20 years. The manner in which they
attempt to exploit their yearning it’s a pretty intriguing market. It demonstrates how
dedicated people are to the items. In the case of the product on the ground, I've asked five

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mini- stores near my house. And there are five of them have the product on hand. As a
result, these results demonstrate that the items have a genuine demand from the stars. It
closely resembles advertising.
 7 Star Mango Juice

Mango 7- Starter Juice is A TV commercial it is a 47- second television commercial to

advertise they use Addisalem a well- known film actress. The commercial emphasizes
surprising her for her birthday. The essential point is that juice fosters long- term friendship.
The advertising isn't appealing. Because we have never seen a birthday party with juice or
a friend enjoying a juice together, how can we expect the younger generation to utilize
juice nowadays? The performance on the real ground? Is it distinct from the advertisement?
Only the children have a set of interests. In terms of having juice. And even the kids. Do
you have a favorite? For different varieties of juice.
 Grand Eliana Hotel

Grand Eleana Hotel advertises a high- quality 36- second advertisement? The main point of
this advertising is that they aim to convey the main idea in 36 seconds. In addition, Amleset
Muche, a well- known actress and model, appears in the advertising. They strive to show
cafeterias, luxury shopping areas, movie theaters, room service, and beverage service. In
reality, the service they deliver is much better than the marketing. Nowadays, many couples
spend their weekends at the Grand Ileana Hotel. The finest aspect I saw in this advertising
is that they just last a few seconds. Transfer and wonderful. Message.
 Anbesa Shoes

Next to Habesha Beer, Anbesa shoe is one of the best advertising. Advertisement lasts one
minute and one second. This minute, they demonstrate that they have a range of collections.
For sports, ladies, site engineers, youth, and traditional closure styles for future generations
The music they made for the shoe penetrates everyone's thoughts, even those who don't
observe, and even those who utilize the product when we see it The performance Concerning
the shoes In the reality, This shoe is a well-known brand in Ethiopia since it comes in a variety of
styles for children, youth, and all generations. I'd rather have because of these two factors the first
is the level of quality. They utilize it to make the product. The second advantage is that it is
relatively inexpensive. Customers like to get a high-quality product at a reasonable cost. In this
scenario, the commercial accurately depicts how the product is used in the actual world.

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3. List three of your favorite brand names. What do you like about the product
and/or brand name? What do you dislike? What image does the brand have
in your mind? How loyal are you toward the brand? When was the last time
you abandoned a brand name you had used for some time in favor of a new
brand? Why did this happen?
I have 3 Favorite brands I currently use
 Calvin Klein Men Boxer
 Ray Ban Eye Glass
 Apple Air pod

Boxer Calvin Klein Men

I've been using it for almost 7 years now. The main reason I like the boxer is that it is so relaxing.
I don't feel any scratch in my body after using it, and the material is amazing. After washing, it
doesn't change the size or color. The thing I like about the brand name is that it is named after a
real entrepreneur and fashion designer Calvin Klein. The thing I dislike about the product is that
it becomes expensive from time to time.
Ray-Ban
Ray-ban is an American Italian eyewear manufacturing firm. Because I have a short vision in
nature, eyeglasses are required, but I will not use other brands. The brand name is fantastic since
it accurately describes the usage of its green lenses that filter UV and infrared radiation.
Essentially, they were preventing the sun's rays from entering the eyes. The primary cause for this
is the strength of the eyeglasses plus I can find numerous styles that suit my face. The image that
I have for my Ray-Ban is quality eyeglasses. The only thing I dislike about the brand is that they
change different models from time to time, making it difficult to acquire the same size and style. I
am really devoted to the product, and even if there are many alternatives, I continue to use this
brand.
Apple Air pod
Apple Air Pods in the earphone industry it is one of the best quality earphones in terms of size
shape color preference the earphone are very amazing for music listening and especially for Zoom
Meetings about the brand name I do not like it because it does not have meaning that goes with

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the function the only thing I hate is they change price radically I would not say I am very loyal if
I get better quality with a high price for sure I will purchase that product

Abandoned Brand I used

I used to drink a lot of soft drinks, especially Merinda Orange. It was so tasty and was very useful
for fieldwork because I couldn't find food at every location, so my backup was Merinda Orange.
However, in the 2010 Ethiopian calendar the company changed its, product, and the taste somehow
completely changed and I lost interest in the product. It has now been 4 years since I stopped using
the product. Instead of Merinda Orange, I now drink energizer soft drinks, which is somewhat
similar to Merinda Orange.
4. List a service that you used and you think as very good. Why is the service

good? Review the service using the material from the chapter. What specifics
about the service make it very good from a marketing point of view? Now, do
the same thing with a service that you don’t like. After comparing them
separately, compare them against each other. What could you do to improve
the negative service? If you were a competitor, how could you attack the
positive service?

 Jupiter International Hotel

The service at Jupiter International Hotel has always impressed me; it is a four-star hotel that offers
room service, food and drinks, laundry service, conference hall service, and a Thursday jazz night
program. I tried all of Jupiter International Hotel's services excluding the laundry service.
Everything about their service and friendliness is fantastic. I utilized a single bedroom. It is quite
clean, and the cleaning staff is exceptional. If I need anything, I'll call the front office phone
handler. Is their policy operational 24 hours a day, seven days a week? Is the bedroom. Breakfast.
8:00 P.M. They offer an excellent breakfast menu. In addition, their meeting hall is spectacular.
There is no noise pollution, and the meeting materials are fantastic, including great microphones.
Even a fast Internet connection. They have a variety of refreshments during their tea break. When
they meet me, the first thing they say is (Tena Yistelg ጤና ይስጥልኝ)

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Nowadays, when our firm holds a meeting, we go to the Jupiter International Hotel. Marketing
always went to answer two questions?

1. The first question is, who will they serve?

2. The second point to mention is how they serve them.

The purpose of this is to deliver more value to their consumers than their competition. I can see
that there is market segmentation. Income and behavioral segmentation are the most common types
of segmentation. Marketing segmentation divides marketing into various groups of purchasers,
which is quite beneficial. I saw income segregation in Jupiter International Hotel; evidently, high
incomers can afford the service. They employ behavioral characteristics in the market, such as
market events. Birthdays, vacations, and other special occasions Benefits include complimentar y
lunch or room service if you get more familiar with the hotel or use the service on a regular basis.
They give excellent service, in my opinion, and from a marketing one. The only issue I've noticed
is a shortage of space, especially during peak season.
 Washington hotel

I've stayed at this Hotel numerous times just because my organization is planning a conference
program in a Washington hotel There are several reasons why I dislike this hotel service the first
point to mention is they don’t Have professional staff They are quite weary with their jobs. There
room is not clean Because of a power outage, the elevators are inoperable. They do not have any
rooms with hot showers available. Everything was as expected. This hotel does not offer the
services of a four-star hotel. They do not use a targeted strategy, particularly in the lobby.
Beveridge Is really inexpensive As a result, many consumers are congregating in the lobby area.
As a result, holding a meeting in the lobby will be extremely difficult.

Comparison

Hote l name Jupiter International Hote l Was hington Hote l

Hire Motivated Have amazing trained staffs Demotivated staffs
staffs
Variety product Have a variety of rooms but Have many rooms but don’t have a variety
small in number
Target customers High incomers All customers

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 Service quality High service quality Low service quality

Hospitality Very hospitable Not hospitable

Comment on to improve negative service

1 s t; - The very first problem is not being hospitable so I suggest using positive language takes
the stress away from the situation. Words are powerful and they can create trusting relations hips
with customers. Verbs should be used positively.
2nd:-employing highly trained employees Better training means better processes. Tasks can be
performed much faster if employees know what they’re doing and the quality of work will also
improve. Mistakes are far less likely to occur if individuals have the best training for the job that
they do. There is also a chance that particularly well-trained staff will be able to see where
improvements could be made.
3rd:- Because they already have more rooms, they should create more appealing rooms, and their
rooms require maintenance
4th:- Targeting should be adopted rather than focusing on all clients.
So, in the aforementioned instance, Jupiter hotel will be more accurate interims of deliver ing
excellent service, so if I become a competitor of Jupiter international hotel, I would fight it using
various mechanisms.
 The action I will take as Jupiter international hotel competitor

1st Temporary price reduction

Temporary price by providing the same quality service for a short period. I will provide a brief
discount so that clients will want to utilize the same service at a lower cost, and they will distrust
the location and refuse to stay at other hotels.
2nd Location and hour
I will find the positives in my location and point them out. It could be a large, easy-to-access
parking lot, unique restaurants and shopping close by, or the fact that my closer and more
convenient than one might think. After doing this try to know the positives of my location by
telling my potential customers. Or I will Attack the competition’s location strength by offering
shuttle service or even free car service. No location is convenient when I have to get someone to
pick them up.

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3rd Online marketing

By making sure my website is mobile device-friendly. More and more customers are searching for
hotels using their smartphones or tablet computers. Jupiter’s website has not been optimized for
mobile devices, they will lose a lot of opportunities to capture new business.

5th Take one private enterprise (organization) from your locality, which is
established currently (new business), and assess the way how price actually
charged (which new product pricing strategy is really implemented by this
specific company). Evaluate its appropriateness against the given theory.
Name of Business: - Alex Burgers and Pizza

Working life 3 month

Place Gerji Addis Abeba

Alex Burger is a fast-food restaurant that began serving quick meals such as various sized burgers,
pizzas, shawarmas, and soft beverages. I had the opportunity to speak with the owner about how
the business is actually doing. He is not happy since the burger place has been open for three
months but the expected number of customers are not visiting. The product pricing strategy they
utilize is Pricing Strategy for Competitors With the retail sector becoming increasingly
competitive, competitive pricing is quickly becoming one of the most sought-after price tactics..
When a product is in a mature market with a large number of replacements and rivals, the price
activities of competitors may potentially be a factor driving profit this is where Alex sets his burger
and pizza prices based on the price of his rivals. There are a lot of burger and pizza houses around
his business, so before they open the burger house, they utilize all of their competitors' products
and change their price based on their price. In my opinion, it is an improper price strategy because
the residents have already adopted other fast-food restaurants prior to Alex burger, therefore they
receive no advantage from him. As a business student, I encourage him to employ market-
penetration pricing. It establishes a low initial price in order to penetrate the market quickly and
deeply in order to attract a large number of buyers quickly in order to gain market share since Alex
burgers and pizza deliver the same quality pizza and burger at a low price he will for sure get
clients and by providing hospitable service he can make them loyal