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Consumer Behavior Analysis Assignment

   

Added on  2021-02-21

10 Pages3023 Words36 Views
Consumer BehaviourAnalysis in Pocket Shop

Table of ContentsINTRODUCTION ..........................................................................................................................3PART 1 ...........................................................................................................................................3A) Statement of your purchase ...................................................................................................3B) Identify the store to which you later provide your recommendations. .................................3C) A profile to the main target market........................................................................................4PART 2 ...........................................................................................................................................4Customer journey and experience...............................................................................................4PART 3 ...........................................................................................................................................7Recommendation for store manager...........................................................................................7CONCLUSION ...............................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTION Consumer behaviour is the study of analysing the attitude and perception of individualsfor the satisfaction of their needs. It is concerned with evaluating how customers select, buy anduse the product to satisfy their unlimited need and wants. The major focus of variousorganisations is to know the behaviour of their consumer , so that plans and strategies can bemade as per there actual need. The organisation chosen for this report is Pocket shop which is thechain of book stores. It is owned and managed by Bonier books which is one of the biggestmedia group based in Sweden. This report will majorly cover statement of the purchase, briefdescription of the target market, issues and problems related to pre purchase and post purchase. PART 1 A) Statement of your purchase .There was high involvement made by the researcher for the maintenance of purchase-decision in the best possible manner. Researcher was very much involved in the for theeffectiveness of purchase-decision. For maintaining the high involvement major focus wasemphasised on identifying different reasons for the purchase-decision (Cohen, Prayag andMoital, 2014). As in this researcher visited the book shop for identifying the behaviour ofcustomers in the best possible manner. Different things were analysed by the researcher byobserving the customers in the systematic manner. Its customers were attracted towards thebooks shop because price of the books are affordable. With the high involvement researcher wasable to gather adequate knowledge about the type and need of customers within limited period oftime. Better analysis and evaluation has led to implementation of effective plans for the overallgrowth and development. B) Identify the store to which you later provide your recommendations. The store chosen by the researcher and observer for the analysis of consumer behaviour isPocket shop. It is a chain of book store which is mainly owned by one of the largest media groupi.e. Bonier Books. It is located and established in Sweden. Bonier Books has approximately 30shops in Sweden, Germany and UK (Akehurst and Martins Gonçalves, 2012). Pocket Shopmajorly works on the following concepts- they try to sell affordable books to its potentialcustomers, its staff is well informed about their products and services. The organisation wasestablished at different central and highly visible locations. The customers of Pocket Shop are

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