Consumer Behavior and Brand Loyalty

This assignment delves into the complex world of consumer behavior and its impact on brand loyalty. It examines various psychological and sociological factors that influence consumers' buying decisions, including self-congruity, perceived consumer fit, cognitive dissonance, and the role of marketing stimuli such as brand image and advertising. The assignment also analyzes the relationship between brand attitude, brand loyalty, and customer engagement in online brand communities.

Running head: ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Name of the Student:
Name of the University:
Authors Note:

1ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Executive Summary:
The main purpose of this report is to understand the importance of consumer behavior. Its
application in marketing and using sophisticated approach is a crucial element in today’s era.
The analysis of individual consumer behavior aims in giving the knowledge of various factors
that influences a consumer behavior. The report studies the characteristics of an individual
customer through purchasing high involvement products. The report also aims to assess
influences on consumer from groups like family, friends and society in general. The consumer
loyalty for the product is determined and how the consumer is affected because of culture and
social class. Furthermore, the report concludes that effective marketing strategies can be
developed in future after analyzing the consumer buying patterns.

2ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Table of Contents
Introduction:....................................................................................................................................4
Product 1: Car..................................................................................................................................4
Need Recognition for purchasing the Car:..................................................................................4
Pre-purchase search or Information Search.................................................................................5
Evaluation process for the Car.....................................................................................................5
Purchase Decision........................................................................................................................6
Post-purchase behaviour..............................................................................................................6
Product 2: Diamond Jewellery.........................................................................................................7
Need Recognition for Buying Diamond Jewellery:.....................................................................7
Information Search:.....................................................................................................................7
Evaluation of Alternatives:..........................................................................................................7
Purchase Decision:.......................................................................................................................8
Post- Purchase Behaviour:...........................................................................................................8
Product 3: Furniture.........................................................................................................................8
Problem or Need Recognition:....................................................................................................8
Information Search:.....................................................................................................................9
Evaluation:...................................................................................................................................9

3ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Purchase Decision for Furniture:.................................................................................................9
Post-Purchase Behaviour:..........................................................................................................10
Analysis of Internal Influences during Purchase:..........................................................................11
Personal Needs or Motives:.......................................................................................................11
Attitudes:....................................................................................................................................11
Personality:................................................................................................................................12
Learning:....................................................................................................................................12
Lifestyle:....................................................................................................................................12
Analysis of External Factors during Purchase:..............................................................................13
Culture:......................................................................................................................................13
Social class:...............................................................................................................................13
Family:.......................................................................................................................................13
Peers Influence:.........................................................................................................................14
Social group:..............................................................................................................................14
Age and Life cycle:....................................................................................................................14
Conclusion:....................................................................................................................................15
Reference List:...............................................................................................................................16

4ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Introduction:
One of the most crucial aspects of marketing is to understand the behaviour of the
consumers. Consumer behaviour is the learning of the behaviour patterns of the people in the
market (East, 2016). It is the study to know how they make decisions to buy a particular goods
and services to satisfy their wants and needs. In this report, we will discuss the concept of
consumer behaviour through analysing my own personal purchasing pattern in the market. The
report aims in developing an understanding of the key principles for buying a product by
applying my own thoughts or actions as a consumer (Terpstra, Foley & Sarathy, 2012). I will
provide detail information about the process of purchasing three high involvement items, which
are as car, furniture and diamond jewellery set. The items selected are of high involvement as it
involves complex buying behaviour and is generally an irregular purchase. High involvement
products are those products that require extensive thought process and consumers considers of
choosing different variables before ultimately arriving to a final purchase decision (Jobber &
Chadwick, 2012). The report will include pre- purchase search, need recognition and post-
purchase evaluation of my chosen products. This report will further elaborate on the analysis of
external and internal influences that is affecting my decision as a consumer to buy a product.
Product 1: Car
Need Recognition for purchasing the Car:
Need recognition for the product is the very first stage for purchasing a product. While
purchasing a car, I went through a lot of thought process before making the final decision. As the
distance was too much between my campus and the part- time job, which I recently took during
summer. I recognised the need for a car for my comfort and safety and save my time. My actual

5ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
state was commuting through public transport, which took a lot of time. Henceforth, my overall
performance was being affected that is when I got aware of the problem and desired to purchase
a car. This perception of difference between the actual state and desired state triggers the need
recognition decision. To satisfy my needs I had to purchase a car. This was not one of my ritual
purchase but for the very first time I was purchasing a car. It was about purchasing a new car that
would cost a fortune so the decision making process was complex and required a lot of effort.
Pre-purchase search or Information Search
It required high involvement of my time for searching the information as well as I
involved my peers and family to help me out before purchasing the car. I searched the internet
and browse respective company websites for fuel-efficient and less maintenance car with a good
after sales services. My friends further helped me in giving reviews about different brand and the
cars with the best mileage. Therefore, while purchasing it not only I, as a consumer was
involved but also included the public reviews about the car as well as its brand name.
Furthermore, I also went to the nearby automobiles showrooms and did test drives.
Evaluation process for the Car
Once enough information is collected, I moved on to the evaluation of alternative
solution. Based on the various parameters like the price of the car, its brand name, model and
size with more internal space, performance, safety ratings and warranty the evaluation process is
to be done. The purchase price was the first factor that I took into consideration while purchasing
a car. In addition, the non- monetary variables like the quality and reliability was important. The
socio- economic attributes also plays an important role as the product is going to reflect the
personality and social class of the consumer (Solomon, 2014). I wanted a sports car with high
mileage and low fuel consumption cost. The age and gender also plays an important role in

6ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
choosing the car type choice. After evaluating all the alternatives, I finally decided to purchase a
sports car with high mileage, as it would go with my personality.
Purchase Decision
After the information search and evolution of various alternatives, finally comes the stage
of purchase. The actual purchase decision-making process is the vital and more complex
(Romaniuk & Nenycz-Thiel, 2013). I really wanted a car for my convenience but the decision
was still pending whether to go for purchasing a luxury car or not. I always imagined my first car
to be a red sports car and above all to purchase it from my own money. Purchase decision was
strongly affected by the attitudes of my friends and family. I am closely related to them and their
opinion matters the most and had greatly influenced my purchase decision. I finally purchased a
sports car as it was matching my personality and lifestyle and my social status. Moreover, the
purchase intentions can further be influenced by some unexpected situational factors.
Post-purchase behaviour
The final stage is the post- purchase evaluation where the consumer evaluates the good
and service they have purchased (Alvesson, 2012). I was satisfied with my red sports car and it
was as par to my expectation with all the qualities I always desired to be in my car. The car is
supported with high mileage engine and has low maintenance cost. No, i did not suffer from any
post-purchase dissonance as the product highly satisfied my demand. The company was involved
in post- purchase phase like the one providing warranty, after sales services and payment was to
be done in several instalments. It further influences my decision to purchase the products. I was
strongly influenced by the facilities provided by the company and it increased my brand loyalty
towards the car. The company should know the post-purchase consumer behaviour also because

7ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
if the product fails to fulfil the buyer’s expectations, it will negatively affect the sales of the
company in future.
Product 2: Diamond Jewellery
Need Recognition for Buying Diamond Jewellery:
Usually, the first step to make a buying decision is the need recognition for the product
(Jobber & Chadwick, 2012). It was my mother birthday and the desire to please her by giving
her something special was like an internal stimuli. After seeing a diamond jewellery
advertisement, the urge to buy it became more prominent and I made the decision to gift my
mother a diamond pendent set on her birth anniversary. Last year, I gifted a ring so this year I
decided to make it big by giving her jewellery set.
Information Search:
The next vital process was the information search for buying the jewellery. I searched for
the information from various jewellery brochure and magazines. I bowsed the websites of
different jewellery stores and found information on different types of jewellery and their designs.
As it was a surprise for my mother, i did not disclose it in my family but recommendation from
my friends helped me in choosing the best brand for diamonds.
Evaluation of Alternatives:
Jewelleries are the speciality products and the price is quiet high especially of diamonds
(Giovannini & Thomas, 2015). I used to evaluate the diamonds from their colour, clearness and
reliability. I excluded the local stores, as I did not trust their brand value. I started evaluating the
alternatives whether to buy it from the internet or from the same old trusted store, where I
purchased last year.

8ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Purchase Decision:
Finally, after the evaluation process, I decided to purchase the diamond jewellery from
the branded store recommended by my friend. Recently he purchased a pendent from the same
jewellery store and the design was marvellous. Moreover, the sales person was cordial and
displayed the best designs present in the outlet. I purchased the best jewellery set for my mother
from the selected branded store.
Post- Purchase Behaviour:
After purchasing the jewellery set, I suffered from post- purchasing cognitive dissonance,
as I was unsatisfied with my purchase. Cognitive dissonance is a major issue after purchasing a
product (Sharma, 2014). After few days of purchase, I found out that the few diamonds studded
in the lower part of the jewellery set was missing. I was greatly disappointed and suffered from
anxiety, as my mother`s birthday was approaching near. The next day I went with my friend to
the branded store and told them to look into the matter as soon as possible or else returns back
my money. The company at once took action to correct their negligence and gave me the option
for exchange policy of the jewellery set chosen. With no other choice left I opted for the
exchange policy but I was greatly affected by their carelessness and the company has now
created a negative brand image and thus as a consumer it has affected my loyalty towards the
company.
Product 3: Furniture
Problem or Need Recognition:
I decided to redesign my home and the old furniture was looking quiet boring and worn
out in the living room so I decided to purchase a new furniture that would enhance the beauty of

9ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
my home as well uplift my style of living. My actual state was using the old worn- out furniture
while my desired state was to use latest designed furniture present in the market that would raise
my standard.
Information Search:
Buying furniture was a high involvement decision. Before buying furniture, I had to look
for the best match that would go with my living room and the wallpaper colour. I wanted the best
sofa quality with my budget. The selection procedure was time-consuming and very confusing. I
did online research and browse several home furnishing sites. The information was gathered on
warranty, payment terms and after- sale services. I also collected information from relatives and
friends. Advertisement in magazines and television also helped me in choosing the latest design
of furniture.
Evaluation:
After gathering enough information, I entered the third stage of buying decision process
that is evaluation. While evaluating the different alternatives, i decided to choose for a product
that would enable to meet my needs. The price and quality of the furniture was the most
important criteria for me while selecting through the alternatives. The fabric of the sofa set and
the comfort it provided was also a major attribute, as most of my valuable time with my friends
and family are going to be spent in my living room.
Purchase Decision for Furniture:
Purchase is the stage, when the consumer finally decides to purchase the product
(Solomon, 2014). I finally purchased my furniture through an online website. The furniture was
well designed with a modern and comfortable look and the purchasing conditions were

10ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
acceptable to me so I purchased the furniture. The furniture matched my living room ambience
and my personality.
Post-Purchase Behaviour:
The last and fifth stage is the evaluating the product after its purchase (Sheth & Sisodia,
2015). I was greatly satisfied with my purchase, though it required a lot of my time and effort but
it in the end it was worth it. The furniture besides being comfortable enough was also enhancing
the beauty of my home. I did not suffer from any cognitive dissonance after purchasing the
furniture. In fact, my family and peers were also pleased with my choice and purchasing
decision. I am now positively loyal to the brand purchased.
Figure 1: Factors Influencing Purchase Decision
Source: (Solomon, 2014)

11ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Analysis of Internal Influences during Purchase:
Internal influences are the factors that arises from consumer own way of thinking and
lifestyle. Consumer’s own feelings, attitude, perception and motivation are responsible for
influencing them. The internal influences are also known as the psychological influences. The
consumer identifies the feelings, gathers and examines information, develop an idea and beliefs
for the product and take some action to purchase the product (Cavalcanti, Oliveira & Foxall,
2013). The factors that influence my buying decision are as follows:
Personal Needs or Motives:
The most important internal influence, which affects the consumer purchasing decision,
is their own motives and personal needs (East, 2016). The need for a product generally arises
when there is absence of something at present or the rising difference between his actual and
desired state (Jobber & Chadwick, 2012). Motive is the personal state of mind that encourages in
satisfying the specific needs. Like, the need for car was to satisfy my own personal need and
motive.
Attitudes:
Consumer buying behaviour is affected by the own personal attitudes (Schiffman, 2012).
Attitude is related with the individual own feelings and thought about something. Once an
attitude is created or formed by an individual, it becomes very difficult to change. High
Involvement products affect the behaviour and attitude of the consumer. Purchasing car,
jewellery set and furniture will influence my attitude by raising my status and living standards.

12ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Personality:
Personality is a psychological characteristic that helps in both determining and reflecting
a person reaction to their environment (Muruganantham & Bhakat, 2013). While purchasing the
car my personality is reflected, which is adventurous and sporting in nature and I always like red
colour car because the colour matches my personality. Moreover, I like to go for branded
products while choosing from the alternatives. It can also be seen that while choosing the
furniture I had to select from different stylish designs to match my taste and preference.
Learning:
Learning is the permanent change in individual behaviour after gaining some experience
related to the product (Jobber & Ellis-Chadwick, 2012). It is a process, which evolves and
changes the consumer buying behaviour due to the newly acquired knowledge (Davies, Lee &
Ahonkhai, 2012). Like during the purchasing of jewellery, I learnt about a new diamond
jewellery store from my friend and purchased the jewellery set.
Lifestyle:
Lifestyle of the consumer is also a crucial internal factor responsible while purchasing
high involvement products (Zheng et al., 2015). The consumer living standard and way of
thinking set a benchmark for the consumer to purchase the products that matches their standard
of living. While purchasing car I ensured that the car should not only be purchased for my
convenience but rather for raising my status also. Modern furniture was purchase so that it
matches my lifestyle.

13ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
Analysis of External Factors during Purchase:
External factors are those factors that are outside our control and affect the purchasing
decisions (Alvesson, 2012). They have a direct or indirect impact on our lifestyle, behaviour and
attitude. Here are many external influences that we face in our day-to-day life that are stated as
follows:
Culture:
Culture greatly influences the consumers buying behaviour, as they are the values and
norms of the society in which they exist (Giovannini & Thomas, 2015). It influences consumer
behaviour and passed from one generation to another. Like in my case, giving gifts in my family
is an age-old tradition, so I purchased jewellery set for my mother on her special day. As culture
evolves, the product can be also change if it no longer serves the society. Changing the living
room by replacing the furniture is also a part of culture and beliefs. Culture is learnt and helps in
satisfying needs
Social class:
Social class is generally the people with whom we share an equal position in the society.
Social class is known by different parameters like occupation, income, education of an
Individual (Wind, Thomas & Sheth, 2014). I belong to a high social class family so i have to
consider my status before purchasing a car or giving gifts to my friends and family. Giving
diamond jewellery as a gift to my mother would acknowledge my social status.
Family:
Family is the crucial factor that strongly influences the behaviour of a consumer. It is the
most important of the entire primary social group (Alvesson, 2012). The children learn the

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family customs and tradition and they further imbibe various behavioural patterns through their
family members. I always wanted to purchase a sports car because my brother has one. The
behaviour patterns of the family members make a great impact on each other lives.
Peers Influence:
Friends or peers are the collection of those individuals that shares same interests, attitude
and beliefs (Solomon, Russell-Bennett & Previte, 2012). Peers highly influence the buying
behaviour of a consumer while purchasing a product. My friend’s recommendation while
purchasing the car, jewellery and furniture was always kept in mind. Moreover, I even purchased
the jewellery set only after being recommended from my friend, who purchased it from the same
branded store.
Social group:
Besides friends and family there also social groups that a consumer often hang- out with
(Jobber & Ellis-Chadwick, 2012). There group from games or gym also influences the buying
pattern of an individual. While purchasing my car I took opinion from my group in gym also as
few of them already have that high mileage sport car, which I was looking for and their
suggestions too influenced me a lot before making the final purchase decision.
Age and Life cycle:
Age and life cycle of the consumer are also two most factors influencing the purchasing
pattern of the consumer (Lee et al., 2012). While purchasing the products I wanted the product
that matches my personality, age and lifecycle. I purchased a red sport car because of me being
young and adventurous with a sporting personality. Moreover, I chose modern furniture in a

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pastel shade as it matches my taste, suit my living room wallpaper, and enhance the vibrant
ambience.
Conclusion:
Thus, from the above discussion it can be concluded that consumer behaviour is a broad
concept as the consumer behaviour changes according to the purchase of different products and
under different conditions. At first, the consumer recognizes its need and takes adequate action
to satisfy the need. Then he makes a purchasing decision after gathering information about the
product. Finally, after purchasing the customer evaluates the product that whether the product
satisfies his want or not. While undergoing the above stated process, the consumer is influenced
by several factors that are the internal and external factors. To explain the above theories I have
given my own personal experience of purchasing high involvement products. Moreover, the
report provides a deep insight of the consumer reaction to several influences present around them
that greatly affects the consumer buying behaviour.

16ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
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17ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
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18ANALYSIS OF PERSONAL CONSUMER BEHAVIOUR
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