ESSAY.

1. Carefully appraise the problem and discuss the situation on the following questions: “What
should you expect from the company’s consumption to satisfaction? Regarding this, do you
recognize if the firm/ company is reputable? If so or not what advice or guidance you can
make to future leaders in the industry?” Be complete and give details with examples.

The satisfaction response is used to look into the connection between value and the quality
constituent of value embedded in the Holbrook typology. The temporal imperative of each of
these notions is specifically investigated. It is stated that quality provides consumers with both
value and satisfaction, and that consumption value increases satisfaction. Quality is confirmed
as a self-oriented reaction to extrinsic experience, as proposed by Holbrook. Richard L. Oliver
(1996) cites this in "Varieties of Value in the Consumption Satisfaction Response," in NA -
Advances in Consumer Research Volume 23, eds. Kim P. Corfman and John G. Lynch Jr.,
Association for Consumer Research, Provo, UT, Pages: 143-147.

It is reasonable to assume that consumers derive a variety of valued outcomes from their
consumption. In general, these valued outcomes can be summarized using the economist's idea
of utility. However, a number of "utility encoding" arrangements have been proposed, utility is
a convenient overall concept that allows discussion of consumer objectives without the need
for greater formal specification. Even so, these efforts bear an unmistakable resemblance to
multi attribute models, which are frequently employed to identify consumer trends for, or
affective leanings toward, a product or service. Furthermore, while utility is frequently reflected
in self-evident terms, there is no widely accepted conceptual definition of utility. According to
Kahneman and Varey 1991, early writers, for example, defined utility as disclosed preference,
usefulness, and even satisfaction; more recent projects define utility as aesthetic quality or
pleasure.

As a company or business owner, you must understand how to satisfy your customers. Before
starting a business, you should know who your target market is and how you plan to meet their
expectations so that they have the best experience with your company. For example, Mae
Layug, a Filipina businesswoman, launched her own cosmetics company, GRWM Cosmetics, in
2020. We are all aware that we are in the midst of a pandemic at the time, which raises the
question of why Miss Layug started a cosmetic business in the midst of a pandemic when we all
know that 'cosmetics' are not that significant at the time.
The brand's first product is a multi-use creamy tint that can be used on the eyes, lips, and
cheeks. Although people were very excited about the launch of their first product, it did not
become relevant in the industry by that time because there are many competitors in the
market such as Detail Cosmetics, Colourette Cosmetics, and Squad Cosmetics, and GRWM
Cosmetics has no other difference with these brands simply because their product is nothing
special. Miss Layug, however, continued to develop and improve their products. Following the
release of their multi-use tints, GRWM Cosmetics released their water-based tints, and as part
of their newest product line called "All About that Base," which includes concealers, cushion
foundations, pressed powders, and fixing spray. The company also recently relaunched their
multi-use milk tints with an improved formula and new packaging. This is where GRWM
Cosmetics began to thrive, carving out its own niche in the industry. Many customers reviewed
that “Miss Mae Layug is killing the game! ”, because she is constantly developing and improving
her products.
Now, how does this relate to consumption to satisfaction? Although GRWM Cosmetics' first
brand did not make the best first impression on the market, this did not deter the brand from
improving until they finally achieved what they desired − the reason they started their business.
It is undeniable that GRWM Cosmetics is a successful start-up brand, not only because their
products are fantastic, but also because their customers are satisfied with what they pay for.

2. Discuss and express your judgment about the merit or truth of the factors or views
mentioned below:

“We all know that one of the most important ideas in marketing is the notion of a “Theory of
Consumer Satisfaction”. Explain in detail what attributed satisfaction is, and why most
companies are strategically useful for marketers. Use examples that are not from your
textbook to support your arguments. (Minimum of 600 and maximum of 650)

The emotion of the consumer conveys their satisfaction. Following the consumption of specific
goods and services, the consumer assesses his or her level of satisfaction with that item.
Consumers define their satisfactions, which include delight, rage, disgust, and others. The
attribution theory has three major components. Control, stability, and the locus. The attributed
satisfaction theory is the most useful strategy among marketers because it provides everything
a company needs to satisfy their customers.
Last 2020, a local cosmetic brand, Colourette Cosmetics are having sales and discounts almost
every month of the entire year. Since their brand is known for its excellent formula of oil-based
multi-use tints, their product became more and more popular among the men and women.
Colourette Cosmetics believe that their products are for everyone – regardless of gender, sexual
orientation, age, occupation, ethnicity, etc. “Colourette is all about embracing and expressing
yourself – for #BeautyInAllWays, always!” So, how is locus in the attribution related to the
monthly sales and discount of the brand? As they always have a buy one take one sales, 50% off
discounts every month, and other discounts to their products, the consumers became more
interested in the brand. The product became in demand resulting to always being out of stock.
This is where the judgement of the executives takes place. Since, their products are always out
of stock, as a solution for their problem, they manufactured more products than they ever
produce before. Since their demand is high, they resulted to providing more stocks so that
many people can use their product. However, although Colourette already made an impression
to the market, it did not stop the company to be better and to improve their products and
services. What I really admire to the brand is their consistency. They continue to expand their
market and they did not disappoint their customers even after thriving in the industry.
Colourette Cosmetics always make sure that their customer’s review and feedbacks are
acknowledge and their concerns are always provided with solutions.
As one of the biggest local brands in the beauty industry here in the Philippines, encountering
problems are inevitable. As I have stated on my previous argument, the demand of their
products is always increasing because of their incredible marketing strategy that is why, most of
the time, their products are unavailable. This is where the control in the attribution theory
takes place. In order to resolve this problem, Colourette increased the number of their target
sales. Aside from this, since Colourette is already a big brand, problems with their customers
are always encountered. I, myself, already encountered a problem with this brand. Since I’m
into cosmetics, I purchased their product just to see why this brand is viral on social media. On
my first purchase, they sent me a wrong variation of product that is why I messaged their shop
on Instagram and my concern is immediately assisted. They directed me to the return of
product process and then sent me a new one. That is so admirable for a brand, they are able to
address their customer’s concern.
Colourette Cosmetics started in 2015 by Miss Nina Cabrera, the woman behind the Colourette
Cosmetics and Fresh Formula, a local skin care brand. Since then, it is visible that the brand
really started from zero until they achieve what they have right now – success. Personally, I
think it is because they always manage to satisfy their customer’s expectation. They are able to
foster the three key elements in the attribution theory, the locus – where they make sure that
there is someone who is present to address the circumstances. The control – where they
provide their customer’s queries. And of course, the stability – where they always manage to
meet their customer’s expectations.
Colorette's consistency is truly admirable. Especially for a local brand. They are still capable of
providing excellent products and services. This is what drives their brand's success.