MKT

PROJECT MKT 1063

LEARNING OUTCOME & ITEM
SPECIFICATION

BY:
AINI, NURIN, MIA, ELI
5/6/2022

1

KOLEJ PROFESIONAL MARA
BERANANG

PROJECT (40%)

COURSE: CONSUMER BEHAVIOUR
COURSE CODE: MKT 1063
SEMESTER: 3/2021
SESSION: 1/2022
PROJECT: LEARNING OUTCOME & ITEM SPECIFICATION
LECTURER’S NAME: ZAINAL ABIDIN BIN MUSTAPA

NO. NAME ID
1. NURIN IRDINA BINTI ZAINOL NAZRI BDB 2107-026
2. WAN NORAINI BINTI WAN NAMAN BDB 2107-056
3. NURUL ELIYANA BINTI ROSLI@JEFRI BDB 2107-070
4. NUR DAMIA FARISHA BINTI AFANDI BDB 2107-085
CLASS: DBS 3C

2

CONTENTS

Introduction…………………………………………………………………………………………………. 4
Attitude……………………………………………………………………………………………………….. 4
Motivation……………………………………………………………………………………………………. 6
Personality traits…………………………………………………………………………………………… 7
Learning factors……………………………………………………………………………………………. 8
Perception……………………………………………………………………………………………………. 10
Conclusion……………………………………………………………………………………………………. 12
Recommendation………………………………………………………………………………………….. 12
References…………………………………………………………………………………………………… 13

3
SNEAKERS

4

Introduction

Consumer decision making process involves the consumers to identify their needs, gather
information, evaluate alternatives, and then make their buying decision. The consumers
behaviour may be determined by a lot of factors such as psychological factors and
environmental factors. Besides that, each customer must have different need in their
lives and have the different decisions making. We have 5 different stage which are
problem and need recognition, information search, evaluation of alternatives, purchase
decision and post purchase decision.

a) Describe how attitude can influence consumer decision making process for a
product.

1. Social factor
Social factor has a strong influence on others. As we all know Adidas is a brand that is

recognized by many people. For example, when people around went on buying sneakers
from Adidas, it will affect other consumer too as the sneakers seems to be trendy and
valuable.

2. Direct instruction
Direct instruction can influence attitude formation. If the marketers give information

about certain sneakers, the consumer will react either positively or negatively. For
example, when the information about Adidas sneakers is given to the consumers, they
would react to it as good or negative reaction.

3. Family
This is happened when the family members share and tell the products that they use

to other family members. The brother tells the information about the sneakers to his
younger sister. When the family members share about the benefits of the sneakers, it
will influence the other family members. For example, when a family has good experience
with Adidas sneakers, they would suggest the brand to the other family members. Hence,
the other family members would be influenced by them and will make a purchase on
sneakers by Adidas later.

4. Prejudices
It refers to prejudging on an issue without giving unbiased of consideration to all

evidences. For example, when the new the designs of Adidas’s sneakers are out,
consumers will judge them before buying it without knowing the functions and what has
been changed and improved about the sneakers.

5

5. Personal experience
The attitude will be more easily formed when personal

experience involves emotional factors. When a consumer
bought sneakers from Adidas and they satisfied with it, then it
would be the consumers choice for the next time they bought
it. It is important for Adidas to maintain its products’ quality
especially sneakers as people around the world recognized
their brand.

6. Media
Television, radio, and social media has a major influence in

shaping people’s opinions and beliefs. When a commercial
about sneakers is on the screen, the consumers would be
influenced to buy them. It is a good opportunity for Adidas to
market their sneakers through media as it can attract more
potential consumers.

7. Educational and religious institutions
They lay the foundation of understanding and moral concepts

within the individual. When a consumer making a purchase
decision on sneakers, they evaluate the products. For example,
when consumers want to buy sneakers from Adidas, they will
evaluate it ‘is the product safe for the environment?’

8. Physical factors
It is mostly focus on the appearance of the products; the

appearance of the sneakers. The consumer will evaluate on the
appearance of the sneakers as is it worth buying it. For
example, when Adidas launches a new look on its sneakers,
the consumers will look into the design first.

9. Economic status and occupations
Our economic and occupational positions also contribute to attitude formation. If the

consumers afford to buy a high branded sneaker, they will need to consider on the
economic status and occupation. For example, if a consumer affords to buy sneakers from
Adidas, then they should proceed with their purchase decision.

6

b) Discuss how motivation factors can influence
consumer decision making process for a product

1. Emotions

Emotions is a measure consumer feeling about their
experience buying sneakers. These emotions are flexible and
context-specific. For instance, users gave positive and negative
feedback about Adidas that the packaging is very good and
really liked the quality while other users responded Adidas
brand shoes noticed that the sole material, in part is basically
getting tougher from the edges in less than a year. Adidas
brand can get determining a customer's needs and tastes,
particularly when they get the emotions of consumer feedback.

2. Situation

Situation is a product like sneakers can make them stand out
more or be preferred, causing consumer to act in ways they
otherwise might not. For instance, consumer want buys brands
shoes for her jogging but when consumer saw Adidas has sale,
she changing views to the Adidas shoes. Research show that
sale can get more attract attention to the consumer to buy the
Adidas product.

3. Personality

People vary in the relative importance they place on different
human needs. Personality is differences in the predominance
of these needs influence consumer reactions to ads,
preferences and strategies to the sneakers. Adidas use their
strategies with interact on its customer to creates a solid
connection to keep them coming back for future purchases.
For instance, Adidas use slogan “Impossible is Nothing” to
clearly and emotionally communicates our passion for sport.
So, Adidas likely more focused on their customer and their
quality of the product.

7

c) Discuss how personality traits can influence consumers
to buy the product

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(a kwniollthtahvaet awvaesrynolutckpyladcaeydifthyeoruefionnd apukrnpootsine)y. oKueresphotehleaces

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forces

like fate or destiny. Others believe superstition to be an

irrational abject attitude of the mind resulting from

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persinofnluaelnacneadbiislityinvinokoende esiitthueatrioton bhraivnignggoaosdiglnuicfikcaonrt fpeonsditive

off rbealadtilouncskh.ipAwsitmhehnistionr ehderinovtehreallinintrfloudeunccetiaobnil,itby.eIlinedfsiviidnuals

supwerhsotiatiroenhihgahvlye csohnaceprendedthaebowuat ythepeinofpelreenhcaev’seortheearcstemdake
l(tuahcrkokionnuyrtogedmthraptoayheuyraitsftmohywniaosakautlesofirninaynfboldkuotneuapnotklctatenihc.noeetFsidroihnrtboheyeienholrsaauetcvareinoosscnrh.eoaY,preouselunrapemcwaoeokisslreleebrh)s.yasKuvTasehecceecaepipdNvteteiibkhnreleyet
to
Air

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ruinwinogrnyboyurevgeoroyodnfeorftruomneV. ictoria Beckham to Justin Timberlake

since its debut nearly 40 years ago. In addition, it tops the list

of the most popular sneakers in 2021. It is available in a variety

of colors and styles for women, men, and children, including

high-tops, medium-tops, and low-tops. Also, it can be

influenced by actress famous like Justin Bieber who is wearing

The Nike Air Force 1.

8

3. Compulsive consumption
Consumers who are compulsive buyers have an addiction;

in some respects, they are out of control and their action may
have damaging consequences to them and those around them.
Among people who deal with obsessive-compulsive disorder
(OCD) and social-anxiety disorder, which can be hereditary,
certain trends start to emerge. This is especially true in the
case of sneakers, where a new colorway may not match
anything in your closet right now, but you buy the shoes
anyway because you convince yourself that you'll get the
matching clothes later. Or maybe you see a pair of triple-white
kicks in the dead of winter and decide to buy them because
you swear, you'll wear them in the summer. If these predictions
come true, there is usually no problem. However, if a person
exaggerates these imagined scenarios and becomes extremely
uncomfortable without a specific item, it can become
problematic. Another example, the consumers have sneakers
addiction. One of the most prominent signs that they are an
avid sneakerhead is that they cannot wait to buy themselves a
new pair of sneakers, regardless of the number of pairs them
already have. Know that fascination with shoes is a real thing,
something that’s been around since the 1980s, when the type
of sneakers they are wearing became quite important. If they
are buying sneakers every time a new model comes out or
anytime, they leave the house, they can surely put themselves
in this category.

d) Explain how learning factors can influence consumers
to decide to purchase a product.

1)C1h.anCgheainngbeehinavbioeuhraviour
A consumAecrownhsuomexeprowsehdotoexmpaorskeedtintgo smtimaruklei,timngaysrteimacutlti,omitay react to it through its purchase
thraoungdhciotsnpsuurmchpatsioena.ndIfctohnesucmonpstiuomn.eIrf tshaeticsofinesdumweitrhsatthisefipedroduct than the previous one then
sfwaaivttisiohtsafuwttirheiisiedtlfleipwebprdeiortocdhwodutuimchtctheettshtathnanheendeatsikvrhnieecneresepawrtvkheeevarfrtisasoaivsu.tohsApuaronrotniodtietesuhtcpehperrerdoonedxdbiautyumwccAetpidldlaleindbb, adeyifsc,vAoatimdchceieoednnavtshiesute,rmwistraheinl.erleAnwnitowthiellrbeextahmeiprlefa,vifouarcitoenbsruamnedr,
be itfhtehirefyavaoruerinteotbrsaantdis,fiifedthewyitahrethneotssnaetiasfkieedrsw, tithhetrheewsnoeualkderbse, another possibility of choosing
thesrneewaokuelrdsbferoamnotahneor tphoesrsibbrilaintydosf. choosing sneakers from
another brands.

2)Experience
This experience could be direct (self-experience) or indirect
(experiences of others,
and word of mouth). A consumer learns about a product/service
category and the varying brands either on his own or from other
consumer. If the customer is satisfied with the product, it will lead
to brand loyalty. If they hear about the product is not good from
other consumer, they would also change their mind to buy product
A and choose product B instead. For example, if the consumers
having good experience using the sneakers from Adidas, it will
make the consumer decides to buy the sneakers from Adidas again
in the future. If they heard that Adidas serves bad quality sneakers
to their consumer, they could lose other potential customers.

9

2. Experience
This experience could be direct (self-experience) or indirect

(experiences of others, and word of mouth). A consumer
learns about a product/service category and the varying
brands either on his own or from another consumer. If the
customer is satisfied with the product, it will lead to brand
loyalty. If they hear about the product is not good from
another consumer, they would also change their mind to buy
product A and choose product B instead. For example, if the
consumers having good experience using the sneakers from
Adidas, it will make the consumer decides to buy the sneakers
from Adidas again in the future. If they heard that Adidas
serves bad quality sneakers to their consumer, they could lose
other potential customers.

3. Impact of marketing and non-marketing communication
and background characteristics

The consumer learns about the information of the sneakers
from the marketers. Using the information that has been
given, consumers will reflect to themselves whether they
should buy the sneakers or not. For example, when Adidas
promotes their sneakers to the consumers, the consumer will
learn about the sneakers and they will reflect to themselves
whether they should buy the sneakers or not according to their
personal, demographic and psychographic characteristics.

4. Cognitive process
This kind of learning cannot be observed directly and it can

be reflected in their behaviour. For example, a consumer will
buy a sneaker from the observation of other people in the
shop., Another example, most of the consumers bought their
sneakers from Adidas, so people around them know that
Adidas is favourable by people due to high satisfaction and
they might decide to get their sneakers from Adidas later.

5. Continuous process
A person is exposed to information all the time; marketing

commercials, family and even from experience about products
that they have bought. For example, when Adidas launches a new design of sneakers,
the consumer will look and compare the difference between the previous designs before
deciding to buy the new sneakers.

10

6. Specific/intentional, ongoing and incidental
Through this process of learning, the consumers will be exposed to the information and

the decision on buying a pair of sneakers will be decided through the information. During
the specific and intentional learning, the consumer will seek the information through the
sources by themselves. For example, when a person needs to buy a sneaker, they will
find for the information through the promoters and sellers of Adidas. For ongoing learning,
the consumer will gather as much information for the product that they would buy in the
future. For example, a consumer has gathered the information about the sneakers that
he wants to buy from Adidas for a few years. Then, the information gathering will continue
to occur if new information of the product is out before purchasing it. Last but not least
is incidental learning. It is a process of learning which is unintentional. For example, when
a consumer comes to the Adidas outlet with his friend to buy the sneakers, the friend
would accidentally look at the sneakers that are displayed in the outlet. Unintentionally,
the friend would learn about the designs of the sneakers in the outlet and would be
mesmerized by them and might get one in the future.

e) Explain how perception can influence the consumer
decision making process for a product.

Perception is the process through which an individual selects, organizes and interprets
the information he receives to do something that makes sense. Perception can influence
1)Cthhaengcoeninsubmehearvdioeucrision making process for buying a sneaker by 3 types which is selective
Aactotnesnutmioenr, wsehloecetxipvoesdedisttoormtiaornk,etainngd ssteimleucltii,vme aryetreenactitotno.it
through its purchase and consumption. If the consumer satisfied
wit1h.thSeepleroctdiuvcet athtatenntthieonprevious one then it will become their new
favourFitoerpsreoldeuccttivaendatvtiecnetvioenrs,at.hAeninotdhievrideuxaalmwpillel ,oinf lay cfooncsuusmoenr a few
satidsfeiteadilws iothr athbeosuntehakiserrsetqhuaitreisdporondlyu.ceHdebwy iAll dbiedams,othreenaitttrwaicltlive to
tbahneeotrlmtoheheoiewnikrrdobfauarttlvahdnotahbdutesrei.htaesnenboertwhaaanekrdne,ptrssiofsattshoidbevyibleiuartytyriesoaenfmocsthensonaeottaisskibfneiegerc.dsanwFueosiatrekheehtrhxseeafhmsronapmesaleks,eertAs,hinmhaids
wanted to buy a sneaker for his younger brother as a birthday
2)Egxipfte,rtiehnecreefore he will more attention to sneakers manufacturers
Thaidssexipnesrtieeandce coofulodthbeerdiaredcvte(rsteilsfe-emxepnerti.enAcne)otohreinrdeirxeactmple is if
a(enxdApwehrmoieradndcoefsdmroifvoiuonttghh),e.rhsA,iscohnesaurmweirlllebaernms aobroeuat tatrparcotdivucet/tsoeravdicse related
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conssnuemaekre. rIsf tehxepcou.stTomhiesr iiss sbaetcisafuiesdewoifth, wthee parsodauccto, nitswumillelreawdill be
to bmrauncdhlomyaolrtey. aIftttehneytivheeatroabtohuet sthtiempurolidruecltaitsendottogoooudrfrnoemed. This
othwerilcloanfsfuemcter,ththeeycownosuuldmaelrsodcehcainsgioenthmeiramkiningd tporobucyespsr,odwuhctich is
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makinefothremcaotniosnumtehrrodeucgihdessetovebruayl tshoeusrnceeaskelirksefrocmomAmdiedracsiaalgsaoinurces
in t(haedfvueturtries.eImf tehneyt)haenadrdptuhabtliAc dsioduarscseesrv(eras dbiaodoqruianlittyhesnmeaakgearszines)
to their consumer, they could lose other potential customers.
1)Change in behaviour
A consumer who exposed to marketing stimuli, may react to it
through its purchase and consumption. If the consumer satisfied
with the product than the previous one then it will become their new
favourite product and vice versa. Another example, if a consumer
satisfied with the sneakers that is produced by Adidas, then it will
be their favourite brand, if they are not satisfied with the sneakers,
there would be another possibility of choosing sneakers from
another brands.

2)Experience

11

2. Selective distortion
For selective distortion, people are not going to interpret an

information or a stimulus in the same way. It is because, he or
she have they own beliefs to the product. Besides that, we as
a consumer will have a different perception based on our
experience belief and value. We can relate to sneakers, for
example we have two brand of sneakers Adidas and Vans. Both
of those brands are sold nice sneakers, but Adidas is more
popular and have strong reason that can make people buy
Adidas brand. Moreover, most people nowadays more beliefs to
the popular brand and belief that Adidas always have a nice
design like teenagers nowadays likes and have a good quality.
Hence, this can affect the customer decision making process,
which is purchase decisions because

3. Selective retention
Selective retention can influence the customer decision

making process because people do not retain all the information
and stimuli they have been exposed to. Sometimes people will
tent to memorize information that will fit with their beliefs and
perceptions. Like sneakers people will usually buy the same
brand if they satisfice with the previous purchases. For
example, he had bought running shoe from Adidas brand before
and now he looking to buy his casual sneakers and he decided
to buy at Adidas again because he already have the experience
using that brand even though there are a lot of another brand
out there. Otherwise, sneakers buyer will remember the benefit
of a brand or product they like and will forget about the other
brand. Moreover, sneakers buyer will be very particular about
they sneakers because if they bought the unfamiliar brand, it
would make them feel uncomfortable.

12

Conclusion

Consumer decision making is very importance in the company because can improve their

chances of successfully marketing in their product. In conclusion, sneakers are becoming
1)Cinhcarnegaesiinngly popular as more people lean towards more casual dressing. For instance,
bAehAacdvoiindosauusrm’secrompany is one of the biggest sports companies that have a high demand around
whtoheexpwoosreldd. Every product that they established caught consumer eyes because of their
to mcraerakteitvinitgy and widely accepted in market globally. So that, Adidas is has millions of

stimcuuslit,ommaeyrs that go through the consumer decision making process on a daily basis and
reabctetcoaiutse of the way that it has positioned itself in the market, consumers regularly decide
tphurrotcouhgabhsueiytasnAddidas products. From the results it can be concluded that sneakers also can be a
contsouoml ptotioenx.press the consumer's desire to buy an item

If the

consumer

sRaeticsfoiemdmweitnhdation

the product

than the
pre1v)iouPsroomneotion is a significant factor that influences consumer purchasing behaviour. It is

1th)eCnhiatncwgrieitlilicnal for the company to launch frequent promotions that are properly advertised in

behcoamvioeorutdhreeirr to ensure that they positively impact the company's sales and overall
nesvptxAireicowpmedocuuvofslaceneiopvtd,rsfesomuataruntmo.fahrdoyimeetrrermacewroaakhcmenottciptneoag.nitIyt''ss
also critical that the shoes sold to final customers are available at all
locations.

tAhnrouthgehrits purchase

aenxda2mc)opTnlesh,ueimfcapotmionp.aInfy should advertise its shoes in order to effectively raise consumer fashion

cthoenscuomnasewurmareernseastiss.fiTehde company management will be able to create demand for their products
tstwithhaiaewttithspsiiflnrtsliheeaobvaedetfiktfpocweerrouarriomstecdhtodeunpctiehtnoettthhietrhaennnetiaml acruksetot mbyerisnctroepasuirncghacsoensthuemceormfapsahnioyn's
awareness, and will be able to
products.

pnreowdufacveodubryite product

Aandd3idv)aiscW,etohvmernesaint.'s attitudes toward shoe purchases differ from men's attitudes toward shoe

wAinlol tbheeprtuherexciarhmaspeles,.ifIta is clear that gender plays a significant role in influencing consumer
waicbfsaroriveapntonhrsnoudotdr,hmtdpiuietfeuacsrtyernhcdsehayaybtaoikyssuefirinnesggdthdcaeot cnissuiomnserws hmenakiet
comes to shoes. They also suggest that most modern-
rational and careful purchases, so it is critical for a

sAadtiisdfaiescd,otwmheipnthaint ywitllobeensure that the best level of products are available in the market to

theisrnfeapavokoteuerrsni,tteiablracnuds,tomers, and that quality-oriented products are offered in comparison to
ithf ethreywcaoorumeldnpoebtetitors.
asantoisthfieerd with the

spnoesasikbeirlsit,ythoefre would

cbheoaonsointhger possibility

osnfecahkoeorsifnrgomsneakers

afrnoomthaenr other brands.

brands.

2)Experience

2)TEhxisperxipenercieence

coTuhlids be direct (self-

experience) or indirect

(ceoxuplderbieendciersecotf

(ostehlefr-s,

eaxndpewrioerndceo)fomr outh).

iAndciorencstumer learns

(aebxopuetraiences

pofroodtuhcetr/ss,ervice

acnatdegwoorrydaonfd the

mvaoryuithn)g. bArands either

oconnhsiusmoewrn or from

loetahrenrscaobnosutmaer. If the

13

References

1. Duggal, R. (2022, n.d.). Council Post: Become A Mind Reader By Understanding
1)ChanCgoenisnumer Learning. Forbes.
behavihotutrps://www.forbes.com/sites/forbescommunicationscouncil/2018/08/27/become-a-
wAhocoexnmspuoinmsdeed-rreader-by-understanding-consumer-learning/?sh=287edcbc11b9
stroetiamm2ct.uatlroikcZ,oeoimttuuianptyogounnss/u, sCe.r-(r2e0v2ie1w).sOverall rating Adidas. https://zoutons.com/adidas-
tphurro3cu.hgaChseaitrasenedrs, A. (2022). Strategy Adidas Group. https://www.adidas-
consumgprotiuopn..com/en/about/strategy-overview/
If the
con4s.umSeorle Collector, C (2017). The Psychology of Sneaker Collecting.
satisfiehdttwpist:h//solecollector.com/news/2017/08/psychology-sneaker-collecting
the product
tha5n.thJeoshi, D. (2021). 5 Signs You’re A Sneaker Addict.
previouhsttopnse://thefoxmagazine.com/fashion/5-signs-youre-a-sneaker-addict/
then it will
bec6o.mFeathcteoirrs Affecting Consumer Buying Behavior for Shoes or Footwear (n.d.). Bohat Ala
new fahvtotuprsit:e//bohatala.com/factors-affecting-consumer-buying-behavior-for-shoes-or-
producftoaontdwear/
vice versa.
An7o.theArngela, H. (2020) 5 Types of Advertising to Attract Customers and Convert Them.
examphlet,tpifsa://www.hausmanmarketingletter.com/5-types-of-advertising-to-attract-
csaotnissfuimecduerwstiothmers-and-how-to-use-them/
tpthhreao8tds.iunscehGeatdketeapbrrsys,:/L/.w(w20w2.1g)eaTrhlaeurencahr.eco8mr/e8a-sroenassownhsy-wchuys-tcoumsetormbuerys-pbruoyd-upcrtosd. ucts/
Adidas, then it
will be their
favourite
brand, if they
are not
satisfied with
the sneakers,
there would be
another
possibility of
choosing
sneakers from
another
brands.

2)Experience
This
experience
could be direct
(self-
experience) or
indirect
(experiences
of others,
and word of
mouth). A
consumer