Analysis of Consumer Behavior for Desklib Online Library

This report analyzes the consumer behavior of a person while purchasing a car and a watch. It highlights the factors that influence the purchase decision and the overall purchasing attitude of the consumer. The report also provides recommendations for companies to hold customers.

Running head: ANALYSIS OF CONSUMER BEHAVIOR
ANALYSIS OF CONSUMER BEHAVIOR
Name of the student
Name of the University
Author note

1ANALYSIS OF CONSUMER BEHAVIOR
Executive Summary
The marketing analysis is overall based on the consumer behavior and their preferences.
Purchase decision can be of high involvement and of involvement both. Still, the factors like the
purchasing power need of the product, income or the production in the market. A test was
performed on the consumer in order to recognize his thinking pattern and his choices. The
personality test shows that how the thought process and choices reflects on his purchasing
behavior. The analysis clearly shows that the consumer does not over expend, he remains very
calculative even when he has large scopes to exceed the limit of the budget. The primary factor
that influenced the consumer to buy a costly product is his deep desire of possessing such an
expensive car. However he did not fail in fulfilling his responsibilities towards his wife and
children. In the report below it was observed that while planning to buy a new car, the consumer
decided of buying BMW as the price of BMW is less than Jaguar. It shows that purchase
decisions are made wisely to balance the family expenses and the desire of the product. To
conclude it can be said that the study described a comparison among two different purchasing
behaviors and the paper also gives recommendations for the companies in order to hold the
customers.

2ANALYSIS OF CONSUMER BEHAVIOR
Introduction
The marketing analysis is mainly focused on the consumer behavior and the preferences
in the market. The purchasing decision and the choices of the customers determine the particular
product in the market. The purchase decision is recognized by several factors such as the price of
the product, affordability and the choice of the customers. Purchase decision can be of high
involvement and of involvement both. Still, the factors like the purchasing power need of the
product, income or the production in the market (Abd-El-Salam, Shawky & El-Nahas, 2013).
The below discussion will highlight the factors that relates with the purchasing of the product
and the factors that affect the intention behind the decision making of the purchase of the
product. There will be a clear difference between the two types of purchasing in the assignment
below. It will also define the terms such as decision time, calculations, efforts and customer
preference of the product (Lemon & Verhoef, 2016). It will show the reasons that affect the
purchase decision, reason for not switching other brands or products that are its substitutes, the
required time taken of make the purchase decision. It will expatriate the effectiveness and the
efficiencies of the market analysis and demand in the market. There are certain recommendations
and findings on the type of the desire made by the customers that helps to recognize the customer
demand and create the branding strategy accordingly.
Demographics
Age 38
Gender Male
Marital status Married
Family Wife and two children
Education level Obtain a Master degree. A high-ranking
employee in a MNC
Income $120,250.00

3ANALYSIS OF CONSUMER BEHAVIOR
Occupation Marketing officer in the firm
Generational cohort Generation Y
Value segment Optimism and social awareness
Psychographics:
The buyer:
 Excessively over burdened with work pressure and get very less opportunity for shopping
 Spends his leisure with wife and children
 Highly concerned about his children’s education and health
 Prioritize savings for his children education
 Has liking to go for family vacations
 Generally his wife do most of the shopping
 Likes to dine out with family and has a likeness towards food
 He surprises his wives and children with gifts
 Avoid buying costly products, rather prefers to save money
 He focuses on quality while buying any products
 He is very calculative in expenses even though he has a fondness towards trips and outing
Personality traits
The big five personality test was performed on the consumer and the result of the test has been
given below:
Big five personality test Outofservice.com Truity.com
Openness 61.00% 100.00%

4ANALYSIS OF CONSUMER BEHAVIOR
Conscientiousness 51.00% 82.00%
Extraversion 7.00% 59.00%
Agreeableness 39.00% 61.00%
Neuroticism 79.00% 57.00%
The above test was performed on the consumer in order to recognize his thinking pattern
and his choices. The personality test shows that how the thought process and choices reflects on
his purchasing behavior. As per the result of the test, the person is an imaginative as well as a
reflective human being. His score of openness is of medium level, while his score of
conscientiousness is average, which revealed that the person do not study and analyze in depth
before buying any product (Lemon & Verhoef, 2016). His score of neuroticism suggests that he
is such a human being who easily gets disturbed and irritated and does not want to spend much
time in shopping. The overall result of the test indicates that the consumer fall under that
category of consumers who prefers buying products directly, if their requirement meets with the
product specification (Hill & Brierley, 2017). This kind of consumers does not study deeply
before purchasing a product. While buying any product, the consumer depends on the popularity
of the brands and it fame in the market and does not want to experience or take risks. Such traits
of a consumer create an ease for the brands to make their image for the consumers like him
(Lemon & Verhoef, 2016). Needless to mention that this type of consumer remains loyal to the
brands, which he prefers.
Analysis of the consumers overall purchasing attitude
In order to analyze the overall purchase behavior of the consumer, the expenses of the
consumer monthly and weekly wise have been discussed below.

5ANALYSIS OF CONSUMER BEHAVIOR
An amount of $360 and $250 is spent by the consumer on the schooling of his children.
Additionally, $100 is also spent by him each week as his children’s travelling and lunch
expenses. For his elder son, he spends $200 as his son learns long tennis. The grocery as well as
fruits on monthly basis accounts $500 which he buys for the entire family. Apart from these
expenses, he spends $350 for internet charges and electric charges every month.
The consumer has spent on buying a watch for his wife, which comes under the extra
expenses in this month. He bought this watch as a birthday gift for his wife which decided to
give her next week on her birthday. His most of the expenses are particularly for his family and
children as he is very family oriented person. The consumers while buying the watch relied on a
reputed brand for his wife (Lemon & Verhoef, 2016). The person sought suggestions from his
friends and collogues regarding the brand of the watch before buying it. It should be mentioned
that his wife also expressed her likings towards the brand.
The primary reasons that forced the person to buy the products are mentioned in the below
section:
 The brand of the watch is reputed which he bought as a gift for her wife.
 His wife also shows her likings towards the same brand
 The price of the watch is within his budget
 The brand provided three year guarantee for the watch
 In case of any fault, the brand gives the option of assured return of the product within one
month of the buying the product
 The design of the watch was also appealing to the consumer.

6ANALYSIS OF CONSUMER BEHAVIOR
The consumer did not have any in depth knowledge of the product and he solely
depended on the suggestions of his friends and collogues and the brand popularity among other
watch brands (Slack, 2015). As the product was a female watch, the consumer had very less idea
about the product collection of that particular brand and other brands in the market. Being over
burdened with work load, he did not have adequate time to explore other brands in the market,
rather he preferred on the recommendations of his friend and colleagues and his wife. He wanted
keep the budget intact while buying the watch, whereas he also strongly relied on the brand
popularity of the product (Choi et al., 2013). He had recently bought a new car replacing the old
one, so he did not want to over expense on the watch. As in the last month extra expenditure was
huge, he decided to buy the product with the limit of the budget so that he will be able to balance
the overall expenditure in this month.
The above analysis clearly shows that the consumer does not over expend, he remains very
calculative even when he has large scopes to exceed the limit of the budget. As per his earning
him can expense a lot in a relaxing manner for maintain his regular lifestyle. However, the study
shows that his thinking capacity is very strong and is an overall wise person in balancing the
expenditure as well as the savings (Choi et al., 2013). According to the analysis, he is a very
realistic person as he plans for the future. He keeps savings for his children in order to give them
a quality education. In spite of this, he also believes in enjoying leisure like he goes out with
family for dinner and lunch. He also goes for family vocational trips to get a relief from regular
life. His nature shows that he spends his money in a judicial manner while have fun with his
family too (Maga, Canale&Bohe, 2013). He strategically balances his overall expenses at the
same time, he also shows sensitiveness towards his wife and his children.

7ANALYSIS OF CONSUMER BEHAVIOR
The product, which the consumer bought few weeks earlier, involved a large amount of
money as it was car. The consumer bought Jaguar 865. The features of the car which appealed
the consumer have been given below:
Mileage(ARAI)kmpl 19.33kmpl
Mileage(City)kmpl -
Fuel type Diesel
Engine displacement 1999 cc
BHP 177bhp@4000rpm
Price $60,400
Influential factors of purchasing the product:
The primary factor that influenced the consumer to buy the costly car is his deep desire of
possessing such an expensive car. However he did not fail in fulfilling his responsibilities
towards his wife and children (Slack, 2015). Thus, he prevented himself from buying the
product. The consumer bought the car after he saved a lot of money over a long time, so that
could balance the other mandatory expenses. The most fascinating factor that drove him to buy
the car is its increased popularity among the international market. His earning suggests that he
could have bought the product but he did not. Rather, he was waiting for the right moment time.
The car is undoubtedly efficient in its performance and a worthy car to possess for the consumer.
Over the years, the product has been able to hold a significant market reputation and a marked
itself as the most desired car among the business individuals (Maga, Canale & Bohe, 2013). The
key features of the car includes the many aspects that fascinated the consumers. For instance, the

8ANALYSIS OF CONSUMER BEHAVIOR
driving seat of the car is very comfortable and reduces the strength of the driver while giving a
smooth driving experience to the divers. The doors of the car and its start button allure the
drivers creating an emotional bond between the vehicles of the car (Lusch &Vargo, 2014). The
start button of the car encourages the driver to use it by the opening of the air vents, which
appeals the drivers to drive the car. The interior of the car is designed in a way that gives an
excellent experience of comfort to the drivers as well as the pillions. The overall designing of the
car attracts the users. The car is very light weighted. The engine of the car is made with
innovative technology which assures best performance of the car. Meanwhile, the gear is smooth
that gives an excellent experience both to the drive r and the riders. In spite these attractive
features of the car, it consumes less fuel which is one of the main reasons that the consumers
found it to be beneficial. The consumer was attracted by the all the above mentioned factors that
influenced grossly the consumer to buy the car after he waited for a long time (Hill & Brierley,
2017). As the car consumed a lot of money, the consumer decided to limit the expenses in other
areas in order to keep a balance.
While planning to buy a new car, the consumer decided of buying BMW as the price of
BMW is less than Jaguar and it would not require the consumer to wait for the buying the car.
One reason for which the customer did not buy the car was that it was a disease car (Choi et al.,
2013). The maximum power of the Jaguar is 172 at 4000 while the power of the BMW is 248 at
5200. The only fact that for which the consumer bought the car is the brand popularity. As
Jaguar is more popular than BMW, the consumer opted for that instead of BMW. This clearly
shows the consumer’s reliance towards to branding than other aspects.

9ANALYSIS OF CONSUMER BEHAVIOR
Comparison
The high involvement and low involvement purchase of the customer are different in
variations with different product type. For example, price of a dress and that of a car completely
different to each other (Lusch & Vargo, 2014). Customers are always attracted towards the
product that has a high value and brand name in the market. In some extent the customer buys a
certain product only because of its peer review or recommendations given by any of the close
people rather than self made estimation (Guy,2013). It had been seen that there had been less
time to the customer and for that he used others recommendations to shop on his list. Though the
selection of the product is done on the basis of the brand name and the market position of the
organization still it does not includes that the customer will spend money thoughtless. The
buying process is always made with a specific reason and keeping mind to compensate the daily
expenses. The purchase decisions are made wisely to balance the family expenses and the desire
of the product. Hence, the less time that the customer has to buy the product is compensated by
the recommendations and the suggestions collected by his/her family members or friends. The
process of thinking or selection process is quiet easy such as (Lusch & Vargo, 2014):
 He calculatively spends money for his personal and family aspects
 Does not over spend on luxury products that are not necessary
 Depends on suggestions and recommendations of friends, colleagues and family
 Prefers buying branded products
 Believes in one time investment
 Does not explore much before buying a product
 Has likeness towards spending leisure time with family
 He balances between the expenditure and savings

10ANALYSIS OF CONSUMER BEHAVIOR
 Concerned about the future of his children
Therefore it can be said that such kind of consumers are actually beneficial for the branded
companies (Lusch & Vargo, 2014). In order to attract such customers the companies rely keep
certain factors in mind such as:
 They highly emphasizes on maintain the quality of the products that appeals the
customers more
 They do not compromise with the originality of the products as such customers are tend
be loyal to the brands.
 Do not make a hike on the price unnecessarily in order to hold the customers (Wu, Yeh &
Woodside, 2014)
Consumer review for the brands
 Such customers are tend to be very loyal to the brands and generally do not shift to other
brands (Wu, Yeh & Woodside, 2014)
 Depends on the recommendations of the surrounding people, hence brands need invite
customers to put their reviews
 Money is not a factor if the product is of good quality (Wu, Yeh & Woodside, 2014)
To conclude it can be said that the study described a comparison among two different purchasing
behaviors. It clearly has shown a how thinking pattern of a consumer reflects in his purchasing
behavior. Additionally, the paper gives recommendations for the companies in order to hold the
customers.

11ANALYSIS OF CONSUMER BEHAVIOR
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).
behavior: Buying, having, and being (Vol. 10). Pearson.
Choi, C. H., Lee, J. E., Park, G. S., & Na, J. (2013). Voice of customer analysis for internet
shopping malls.
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.
Lemon, K. N., &Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Lusch, R. F., &Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Maga, M., Canale, P., &Bohe, A. (2013). U.S. Patent No. 8,428,997. Washington, DC: U.S.
Patent and Trademark Office.
Slack, N. (2015). Operations strategy. John Wiley & Sons, Ltd.

12ANALYSIS OF CONSUMER BEHAVIOR
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., &Polegato, R. (2014). Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.
Wu, P. L., Yeh, S. S., & Woodside, A. G. (2014). Applying complexity theory to deepen service
dominant logic: Configural analysis of customer experience-and-outcome assessments of
professional services for personal transformations. Journal of Business Research, 67(8),
1647-1670.

13ANALYSIS OF CONSUMER BEHAVIOR
Appendix
Purchased P
Dat
e Time of Day
Ite
m Medium Supplier
Pric
e Payment Method Time Searching
Afternoon Restaurant University Debit <10 Minutes
Night
Night Store Coles Debit <10 Minutes
Afternoon Restaurant saigon Cash <10 Minutes
Afternoon Restaurant saigon Cash <10 Minutes
Night Restaurant KFC Cash <10 Minutes
night Internet Land Lord Debit <10 Minutes
night Internet Land Lord Debit <10 Minutes
Morning Restaurant Ballarista Cash <10 Minutes
Afternoon Restaurant central square Cash <10 Minutes
Night Internet Aunty Meredith Credit <30 minutes
Afternoon Restaurant Golden Nugget Bakery Debit <10 Minutes
Afternoon
Night Restaurant McDonalds Debit <10 Minutes
Afternoon Restaurant Griffin Burger Cash <10 Minutes
Morning
Night Store BP Debit <10 Minutes
Morning Restaurant Ballarista Debit <10 Minutes
Afternoon Restaurant Zaragosa Debit <30 minutes

14ANALYSIS OF CONSUMER BEHAVIOR
Change/
alternative Convienience Health Price Quality Taste
0
1
2
3
4
5
6
7
8
9
1
8
3
1
4
5
Count of Main Purchase Factors
Total