AMN 400 - Consumer Behaviour
Assessment Item 1 - Journal Article Critique
Word Count: 944 Words
Thøgersen, Jørgensen & Sandager in their 2012 article Consumer Decision Making Regarding a “Green” Everyday Product” discuss consumer’s interaction with brands through the lens of product differentiation and the effects on involvement in the purchase process. The article examines the consumer behaviour of involvement and develops an understanding qualifying the differences between a high involvement interaction and a simple heuristic with respect to an everyday product. The Evaluative result is mixed: The article’s approach demonstrates a highly developed research methodology with clear and concise conclusions. However,
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It must also be observed that with certain categories of product, an overwhelming percentage of consumers will fail to make a differentiation between competing product categories and employ intrinsic strategies in their purchasing decision. Often it can be found that with consumables which are a staple of most households, the perception of a product and decision to purchase it may largely be one which is informed by a familial influence either directly or indirectly (Kümpel-Nørgaard, Bruns, Haudrup-Christensen & Romero-Mikkelsen, 2007). But more pervasively consumers will tend towards the consumption habits that support or are homologous with their sociocultural, socioeconomic and demographic peers. this is highly influenced on the basis of price and the perceived level of quality or availability it connotes for the consumer’s perspective (Motes, 1987; Ramirez & Goldsmith, 2009), and a consumer’s failure to make a distinction or more particularly engage in a purposeful cognitive process to establish a distinction between brands or extensions within those brands (Mittal & Lee, 1989; Hem & Iversen, 2009).
Finally, the study operates on a restricted sample size within its research methodology, only surveying 185 participants with a relatively appropriate spread of participants indicative of typical consumers. Although the validity of the study may be called into question as a result of the restrictive sample size, a larger sample may not