ASSIGNMENT #01

SUBMITTED TO: MA’AM JACQULIENE ISMAT

SUBMITTER BY: BUSHRA TARIQUE
COURSE: CONSUMER BEHAVIOR
DATE: 29th OCT, 2010

How does the terminal value guide you in purchasing products and instrumental
values in buying brands?

As we know that culture has a strong influence on the purchasing or buying behavior of an
individual. Consumers always go for that product which satisfies their ultimate need and provides
particular level of satisfaction. Same in the case of terminal and instrumental value because
terminal value helps us in choosing our products which fulfill our requirement for anything such as
comfort and excitement. It depends on what an individual think and seeks in him or herself
whereas the instrumental value helps us in choosing right brand which satisfies the need for any
particular thing. Brand choice depends on personality of the product.

For example: A and B are two individuals, both wanted to purchase tetra packed milk. But both
have different personalities as A is more family oriented , love and happiness then he will go for
Olpers because the personality of individual A and olpers have same components. In case of B
which is cheerful, broadminded and independent will go for Tarang because its suits to his/her
personality.

Thus we can conclude that terminal value is all about which product either daily usage product or
occasional products. It identifies our need but the instrumental value helps us in buying the right
brand which is suitable for us as per our personality. As selection of brand depends on the product
and individual personality. The brand which you are using tells a lot about your personality. It
shows the likes and dislikes, your nature, your taste and buying power.