Consumer Behaviour and Decision Matrix Assignment

Essays on Consumer Behaviour and Decision Matrix Assignment 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 1Â  RelaxationExcitementPhysical ChallengeMental ChallengeRomanceShareWith friendsTo be outdoorsTotalRugby2252133 44.5Cricket133214444.5Surfing553313465.5Drinking231125346.5Shopping542214461.5Watching Sports542334466.5Fishing532113453.5Â  RelaxationExcitementPhysical ChallengeMental ChallengeRomanceShare with friendsTo be outdoorsWeight43221.532Respondent 2Â  RelaxationExcitementPhysical ChallengeMental ChallengeRomanceShareWith friendsTo be outdoorsTotalRugby542334466.5Cricket532113453.5Surfing542214461.5Drinking225213344.5Shopping553313465.5Watching Sports225213344.5Fishing231125346.5Respondent 3Â  RelaxationExcitementPhysical ChallengeMental ChallengeRomanceShareWith friendsTo be outdoorsTotalRugby542214461.5Cricket225213344.5Surfing231125346.5Drinking133214444.5Shopping542334466.5Watching Sports553313465.5Fishing133213344.5From 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. T he 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 BPersonalityThe 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.