THE CONSUMER BEHAVIOR

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student:
Name of the University:
Author Note:

1CONSUMER BEHAVIOR
Table of Contents
1. Introduction............................................................................................................................3
1.1 Company Background......................................................................................................3
1.2 Offered service.................................................................................................................3
1.3 Consumers........................................................................................................................3
2. Cultural and Interpersonal Influences....................................................................................4
2.1 Factors that affects consumer behavior............................................................................4
2.2 Ethical business and consumer behavior..........................................................................6
2.3 Gender and consumer behavior........................................................................................7
2.4 Parental influence and consumer behavior......................................................................8
2.5 Peers and consumer behavior...........................................................................................9
2.6 Personality and consumer behavior...............................................................................10
3. Recommendations................................................................................................................11
4. Conclusion............................................................................................................................13
5. References............................................................................................................................14

2CONSUMER BEHAVIOR
Executive Summery
The purpose of this report is to analyze the consumer buying behavior and the cultural and
interpersonal factors that affect the behavior. In this regard, the retail giant Woolworths has
been taken into consideration. The study finds that factors like age, sex, morality, cultural
values, identity, social media communication, personality, peer pressure and food habits are
among the most powerful influencers that can shape and change the behavior of the
customers. Depending on that, recommendations have been made so that Woolworths can
improve and maintain their competitive edge.

3CONSUMER BEHAVIOR
1. Introduction
1.1 Company Background
Woolworths supermarkets are one of the leading retailer chain in Australia, selling
groceries, grains, fruits, vegetables, meat, stationery, garments and other items. They have
995 stores in Australia providing diverse range of products (Coles Supermarkets, 2019).
1.2 Offered service
The company offers convenient shopping services at a reasonable price.
1.3 Consumers
Image 1: Customers’ Image
Source: google.com