Critical Reflection

Among the brands that I engaged with over a 24 hour period, ‘Nike’ and ‘Charlies’ are the two brands I feel strong loyalty to. They play different role in my life. A brand is defined as a consumer’s collection of perceptions (Fournier 1998). According to my own experiences, I strongly recognized that a brand is more than just a name or logo and consumption is not just satisfying our physical needs but also to construct identity, enhance the sense of self and engage relationships with others.

Cultural is an important influence on consumption practices. Culture represents collective ways of interpreting facts, thinking, feeling and viewing the world, as a collective programming of the mind (Kluckhohn 1950; Geertz 1985; McCracken 1986; Hofstede and Hovxtede 2005). Culture can be learned and it is influenced by social, peer, family or our own psychology. Psychological factors that influence consumer behavior are further categorized into individual’s motivations, perception and attitudes. Motivation can be defined as an inner drive that reflects goal-directed arousal; perception is the process of acquiring, interpreting, selecting, and organizing sensory information; attitudes are a function of belief and importance. These strongly affect consumer behavior and how they make the decision. For example, my family has huge concern of healthy life and natural. They always teach me how to being healthy and what foods are not good for the body. I growth from this family; Therefore, I perceive natural is better and practice it in my different kind of consumptions. First, thirst drives me to purchase a drink. Secondly, I will think about which brand is better in taste and is healthier. This is the goals I want to achieve and my motivation from. ‘Charlies’ is a drinks brand which its main idea is honest and natural. Its juice is totally natural which are not containing preservatives and added sugar, and not made from concentrate. It promises the fruit they use is the good ones. The brand associated with healthy and natural which gives me a positive attitude of this product. I believe I will become healthier after drinking it. Finally, the cultural, psychological factors make me decide to purchase ‘Charlies’ than other juice brand.

　　　Perception also plays an important part in making decision because it helps me to define the value of ‘Chalies’ juice whether it is healthy and worth to buy. The value can be defined as a standard such as quality. My perception and attitude toward this brand is ingrained in my mind so every time I go to supermarket to purchase a drink I will first thinking of ‘Charlies’ instead of Coke or other brand of drinks. My other experience to this brand is that when I went to my friend’s party, I am surprise that there are just a bottle of Coke and few bottles of bears but many bottles of ‘Charlie’s juice. I asked why and they told

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