Consumer behavior analysis

The report analyzes the factors that influence consumer behavior in a purchase situation. It describes the product and its target market to understand the factors that the particular brand focuses on to attract customers. The findings show three major factors which influenced the customer during the time of purchase. Finally, the study concludes with recommendations and summarization of the whole discussion.

Running head: Consumer behavior analysis
Consumer behavior analysis
Name of the student
Name of the University
Author note

1Consumer behavior analysis
Executive summary
The purpose of the report is to give an analytical study on consumer behavior. The study mainly
throws light on the factors that influence purchase behavior of a customer. Hence, in order to
study in a detailed manner a purchase situation has been given which demonstrates how a
customer is influenced by several factors when buys an expensive product. The report
additionally gives description of the product and its target market to understand the factors that
the particular brand focuses on to attract customers. The findings show three major factors which
influenced the customer during the time of purchase. Finally the study concludes with
recommendation and summarization of the whole discussion.

2Consumer behavior analysis
Table of Contents
1. Introduction...............................................................................................................................2
2. Purchase Situation and Target Market Profile..........................................................................2
2.1 Description of product/service and analysis as to why the purchase is a medium-high
involvement one............................................................................................................................2
2.2 Target Market Profile.............................................................................................................4
3. Factors influencing the Consumer Decision Making Process...................................................4
4. Conclusions...................................................................................................................................5
4. Recommendation.......................................................................................................................5
References.........................................................................................................................................6

3Consumer behavior analysis
1. Introduction
The purpose of the study is to give an analysis of customer behavior. Thus, the whole
discussion documents how the behaviors impact on consumer purchase. As per Hill and Brierley
(2017), certain factors play a key role while an individual purchases a product. Hence, the study
focuses on discussing the necessary key factors such as price, choice brands and so on. While
discussing, the paper begins by giving a general introduction of the whole discussion outlining
the whole study. In the discussion section, the study gives the description of the product as to
whether the product is expensive or low-priced along profiling the target market of the product.
In order to discuss in detail, the paper gives an example of purchase situation along with a
customer persona hypothetically, this can be considered as the limitation. Following that, an
analysis of the factors that have influenced the customer will be given. The study while
discussing will give references of authentic journals to maintain its credibility.
2. Purchase Situation and Target Market Profile
2.1 Description of product/service and analysis as to why the purchase is a medium-
high involvement one
In order to analyze consumer behavior, a purchase situation will be drawn with a customer
persona and the description of the product in order to figure out whether the product is a high
price involvement or not.
Customer Persona
Gender - Male
Age - 28
Marital status - Unmarried
Family - Lives alone
Educational qualification - Masters in Civil Engineering

4Consumer behavior analysis
Occupation - Civil Engineer in an MNC
Income - $ 110000.00
Generation - Y
Value segment - Highly ambitious and likes adventures.
Recently bought - Jaguar 865
Psychographics
Adventure lover and often goes for adventurous trips.
He prefers buying branded products.
He stresses on both the quality and market trend of a product while purchasing.
He does not compromise with product quality for the price
Purchase situation
The customer had a long-term desire to buy an expensive car. Hence, after a lot of
research, he decided that Jaguar 865 is the most suitable car that would suit his lifestyle and
occupation. Initially, he decided to buy Audi since he had a limited budget to buy the product.
However, after researching and keeping his desire to buy Jaguar 865 in mind, he made the
decision of not purchasing Audi and decided to wait until he had the adequate money to buy
Jaguar 865. Even though, the price of Audi is cheaper than Jaguar, he did not buy that. He was
more concerned about the brand image of Jaguar as it would add another flock to his social and
occupational status. Among Audi and Jaguar, the buyer chose to buy Jaguar since it had picked
up enough popularity in the market.
Description of product
Jaguar 865 is the premium car brand that costs $139888.81 (Jaguar.co.uk, 2018). Being
one of the most expensive cars, the performance of the car is extremely efficient. Hence, it is a
worth buying product. The brand of the car possesses gigantic popularity in the automobile
industry. In the meantime, the brand holds an identity as one of the most recognized brands of

5Consumer behavior analysis
car. The car has all the enticing features which are enough to persuade a customer to buy it
(Jaguar.co.uk, 2018). While the driving seat of the car is designed in a way that a driver does not
feel uncomfortable while driving, the design of entryway and start button easily attracts any car
lover to it. Along with the start button, the excellent air space opening and the smooth gear easily
inspire a customer to purchase the car. The interior decoration of the car also deserves mention
since it is done with extreme innovation. The use of leather further upgraded the quality and the
brand image of the car (Jaguar.co.uk, 2018). On the other hand, the use of contemporary
materials in designing of the car’s outlook reveals brilliant craftsmanship for which most of the
car lovers desire to buy the car. Another worth mentioning feature of the car is its engine which is
driven by a single motor. The motor has been designed in a way that it fulfills distinctive driving
necessities.
2.2 Target Market Profile
Demographic variables
Jaguar is a car of a luxury range of product, and according to the market position, Jaguar
holds the leading position among the other luxury car brands. The brand has a different range of
products targeting different customer base (Doyle & Saunders, 2017). For example, the S-Type
range targets mostly the young customers, while sports range XE sedan targets dual customer
base, that is young and women customer base. Jaguar XFR and XKR target mainly the
established business individuals (Jaguar.co.uk, 2018).
Behavioral and psychographic variables
The customers who belong to the affluent class are the target market of Jaguar. Since the
brand falls under luxury products, it sets an exclusive price range for the product range that it
offers (Doyle & Saunders, 2017). Most of the cars of Jaguar cost more than $75,400
(Jaguar.co.uk, 2018). Therefore, generally the business individuals who hold a leading position
are the target customers of the company. Jaguar focuses on the innovation while designing the
entire car so that car-lovers who are very particular about specifications can be attracted (Doyle &
Saunders, 2017). Mostly, the target customers of the company are well educated and
sophisticated persons.

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3. Factors influencing the Consumer Decision Making Process
Both the internal and external factors played a significant role during the consumer
decision making process. While status consciousness and fascination of luxury products were
internal factors, price and brand were significant external factors.
Stage 1 – The buyer researched a lot before buying the car. He researched over similar brands
and thoroughly went through the specifications of the cars. He initially decided to buy Audi as he
had a limited budget. Hence, price played a crucial role in this stage (Guy, 2013).
Stage 2 – He changed his decision and preferred to wait until he had the adequate budget to by
Jaguar 865. In this stage, fascination towards the product and Status consciousness impacted
the buyer (Choi et al., 2013). He chose to buy luxury brands since it would complement his status
in the society. Research on the similar brands and then reviewing the decision suggest the buyer’s
fascination towards the product.
Stage 3 – He made the final decision and ultimately bought Jaguar 865 as he did not want to
compromise with the brand for high price. Thus, branding of the car had the major influence on
the customer while he purchased the car (Abd-El-Salam, Shawky & El-Nahas, 2013).
4. Conclusions
Thus, in order to conclude it can be said that the discussion threw light on the factors
which impacted most the customer while he bought the car. As per the findings, the factors were
price, brand, status consciousness and fascination of the particular product. The paper also
discussed the target market of the brand in order to have a better understanding.
5. Recommendation
After the analysis of purchase situation, some possible measures can be drawn for luxury
brands like Jaguar so that they will be able to keep a hold on their customer base keeping
consumer behavior in mind. The recommendations will be given considering the consumer
behavior in order to make it clear that purchase behavior should be taken under consideration
while a company develops a marketing strategy.

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• The focus should be on quality so that existing customers do not shift to other brands.
• The brands should refrain from unnecessary changes or modification in order to assure
customer satisfaction and non-shifting of the customers to other brands.
• Since the brands like Jaguar is already a luxury brand, special attention should be on
maintaining price otherwise high price can be a major issue for retaining customer hold.


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References
Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image and
reputation on service quality, customer satisfaction and customer loyalty: testing the
mediating role. Case analysis in an international service company. Journal of Business
and Retail Management Research, 8(1).
Choi, C. H., Lee, J. E., Park, G. S., & Na, J. (2013). Voice of customer analysis for internet
shopping malls. Journal of Business Management.11 (7)
Doyle, P., & Saunders, J. (2017). Market segmentation and positioning in specialized industrial
markets. The Journal of Marketing, 24-32.
Guy, B. S. (2013). The marketing of altruistic causes: understanding why people help. Journal of
Services Marketing.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.
Jaguar.co.uk. (2018). Luxury Sports Cars, Executive Saloons and SUVs | Jaguar UK. Retrieved
from https://www.jaguar.co.uk/index.html
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.