Essays on Consumer Behaviour and Decision Matrix Assignment

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The paper "Consumer Behaviour and Decision Matrix" is a worthy example of an assignment on marketing. The decision matrix used in this context has seven evaluative criteria, namely; relaxation, excitement, physical challenge, mental challenge, romance, share with friends and the desire to be outdoors. The scale used is a 1-5 scale. The weights used range from 1-4, with four showing the highest importance and one the lowest importance. The decision matrix works by the addition of the values obtained from the calculation of the values of the respective leisure activities based on their score on the evaluative criteria scale.

The totals obtained are as a result of the addition of the values obtained after the multiplication of the score with their respective weight value. The leisure activity with the highest total score is rated as the one which is most preferred. Respondent 1   Relaxation Excitement Physical Challenge Mental Challenge Romance Share With friends To be outdoors Total Rugby 2 2 5 2 1 3 3 44.5 Cricket 1 3 3 2 1 4 4 44.5 Surfing 5 5 3 3 1 3 4 65.5 Drinking 2 3 1 1 2 5 3 46.5 Shopping 5 4 2 2 1 4 4 61.5 Watching Sports 5 4 2 3 3 4 4 66.5 Fishing 5 3 2 1 1 3 4 53.5   Relaxation Excitement Physical Challenge Mental Challenge Romance Share with friends To be outdoors Weight 4 3 2 2 1.5 3 2 Respondent 2   Relaxation Excitement Physical Challenge Mental Challenge Romance Share With friends To be outdoors Total Rugby 5 4 2 3 3 4 4 66.5 Cricket 5 3 2 1 1 3 4 53.5 Surfing 5 4 2 2 1 4 4 61.5 Drinking 2 2 5 2 1 3 3 44.5 Shopping 5 5 3 3 1 3 4 65.5 Watching Sports 2 2 5 2 1 3 3 44.5 Fishing 2 3 1 1 2 5 3 46.5 Respondent 3   Relaxation Excitement Physical Challenge Mental Challenge Romance Share With friends To be outdoors Total Rugby 5 4 2 2 1 4 4 61.5 Cricket 2 2 5 2 1 3 3 44.5 Surfing 2 3 1 1 2 5 3 46.5 Drinking 1 3 3 2 1 4 4 44.5 Shopping 5 4 2 3 3 4 4 66.5 Watching Sports 5 5 3 3 1 3 4 65.5 Fishing 1 3 3 2 1 3 3 44.5 From the above decision matrix, respondent one prefers watching sports, respondent two prefers rugby and respondent three prefers shopping as leisure activities.

The results from the decision matrix for respondent one are in line with the respondent one's preference. The results for respondent two are not in coherence with his preference because the respondent could not round up other people who would love to indulge in rugby at that particular moment. Respondent two would have liked to go drinking instead. The results from the decision matrix are in line with respondent three’ s preference of shopping as a leisure activity. Part B Personality The leisure decisions made by the respondents are dependent on the respondent’ s personality and personal characteristics which include; consumer’ s age, occupation and economic situation (Edward & William).

Personality is the unique and continuing pattern of thoughts, emotions, and behaviors that characterize a person’ s adaptation to the situation of their lives. In a nutshell, it is an individual’ s consistent self-representation.  

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