Consumer Behavior Case Study 2022

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
Name of the Student
Name of the University
Author Note

CONSUMER BEHAVIOUR1
Table of Contents
Introduction:...............................................................................................................................3
Market Specification:.................................................................................................................4
Target Market and Segmentation:..............................................................................................6
Geographic:............................................................................................................................6
Demographic:.........................................................................................................................6
Psychographic:.......................................................................................................................6
Behavioural:...........................................................................................................................7
Personas:....................................................................................................................................7
Customer Behaviours:..............................................................................................................10
Consumer Decision- Making Process:.....................................................................................10
Strategic Decisions:..................................................................................................................11
Conclusion:..............................................................................................................................12
References:...............................................................................................................................13

CONSUMER BEHAVIOUR2
Introduction:
The Spanish business market is observed to evolve in a substantial manner in recent
time. The nation is becoming more business friendlier and the development of the strong
corporate policies from the part of the national government is one of the fundamental factor
that is triggering the growth of the business industries in the nation. With stronger influence
of the globalization, the nation is observed to experience extensive amount of cross border
business and that is certainly contributing to the growth of the economy of the nation (Erixon
2018). With a rich history of sports and culture, the Spanish citizens are observed to become
more health concerned and the speedy life style of the people of the nation has certainly
influenced the citizens towards the increased participation in the extra- curricular and fitness
development activities. The tech savvy Spanish people are observed to be exploit the
technological advancement for the betterment of their health and fitness ad that is pretty
prominent with their substantial preferences towards the products such as the activity
trackers.
The study is based on the evaluation of the consumer behaviour for a chosen product
of Xiaomi Company which is named as Xiaomi Mi Band 4. The study provides a detailed
elaboration of the Spanish wristwatch market and in addition to this, the study provides a
brief analysis of the target market for the product with precise mention of the demographics,
geographic, psychographics, behavioural attributes of the customers. The study also delivers
two personas as projection of the target market of the product. Other than this, the study
delivers an interesting elaboration of the customer attributes that influences the purchase
intention and at the same time, the study also analyses the customer decision making process
with appropriate elaboration regarding the stages and the behaviour of the customers at those
stages. Along with that, the study delivers some important strategic decisions for the

CONSUMER BEHAVIOUR3
improvement of the marketing activities for enhancing the level of the sales of the
organization.
Market Specification:
With a close look at the Spanish wearable and wristwatch market, it is understandable
that the Spanish citizens are becoming more aware about the importance of good wealth both
in physiological and psychological forms (Evenson, Goto and Furberg 2015). The youth and
the mid aged citizens of the nation are observed to be largely focused towards the
development and maintenance of good health and that is triggering factor for them in
welcoming the concept and practice of physical fitness activities. The people of the nation
have understood the importance of the physical fitness in achieving a quality life style. As a
result, the societal preferences of Spain have changed in a substantial manner. A certain
change in the culture of the nation when it comes to maintenance of good health is pretty
prominent. At the same time, the people of the nation are primarily focused towards
monitoring their health and activities in a continuous manner and that creates the scope for
the introduction of top quality technology based wearable products such as Xiaomi Mi Band
4. The mentioned product from the Chinese consumer electronics market giant is recognized
as one of the best seller products in the Spanish market.