Consumer Behaviour: Analysis of Decision Making Criteria and Key Insights

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

1CONSUMER BEHAVIOUR
Executive Summary
Consumer decision making is considered to be a huge aspect of any firm`s offering. This is
because the company generally produces and markets its good in anticipation of consumer
demand and for this reason, it is very important to have a broad idea about the psychology of the
consumers before any step is taken by the firm. A consumer made various purchases throughout
a particular week and tracked them alongside providing data on these purchases made. The
report throws light on the various aspects of a consumer decision making. The report follows a
structured format which aims to introduce the topic, followed by a brief overview of the
consumer profile.
The brief overview is followed by an analysis of the decision making of the consumer based on
the decision making criteria and the importance or relevance of the product to the consumer. The
key findings from the key analysis stated that, consumers are largely driven by Social needs and
the quality which the products provide to the different needs of the consumers. Out of the
purchases made by the customer only the high involvement comprised of the self actualization
needs whereas approximately 50% of the purchases of the daily grocery list were dependent
upon the social needs.

2CONSUMER BEHAVIOUR
Table of Contents
Introduction......................................................................................................................................3
Description of the consumer............................................................................................................3
Analysis of the purchase behavior...............................................................................................5
Nominated product- Description and analysis...............................................................................10
Comparing the decision making for the two different weeks purchases and the nominated
products..........................................................................................................................................12
Key insights...................................................................................................................................13
References:....................................................................................................................................15
Bibliogaphy....................................................................................................................................17
Appendix........................................................................................................................................19

3CONSUMER BEHAVIOUR
Introduction
Consumers are rational beings and generally take a wide variety of decisions in order to
purchase a particular product. However, this is not the case for all kinds of products and the
consumers generally imply a tougher decision making criteria when they are considering the
product purchase of a higher involvement.
The given report aims to throws light on one such consumer behaviour and the decisions
made based on the weekly shopping list of the consumer. The purchases made are for the week
30th March to 5th April 2018. The report will provide a brief analysis of the consumer profile
which is then followed by the decision making faced by the consumer with respect to the weekly
shopping list (Armstrong et al., 2015). The decisions will be analyzed and categorized and
compared with the ones with high involvement. The primary purpose of the report is to highlight
how consumers tend to make decisions for the purchase and what factors they are guided by.
Description of the consumer
The given section will be providing a brief on the consumer and I will be following a
systematic structure to describe myself before I begin to analyze the shopping which was done.
Demographics:
Age 22
Gender Female
Marital Status Single
Family Nuclear Family with 4 members
Education Level Graduate

4CONSUMER BEHAVIOUR
Income $2000 per annum
Occupation Part time free lancer
Generational Cohort Generation Y as date of birth IS 1995.
Value Segment Using the Roy Morgan`s Value Segments, I believe that I belong
to the category of `Young Optimism`. This category of individuals
is driven by optimism and they seek to improve their prospective
so that they are able to seek a respectable place in the society. This
aspect is most likely to be found among the younger generation.
The given segments are mostly into image and style.
The given segment is extremely conscious about their image and
they aim to project themselves as the righteous one They are long
term thinkers and they aim to plan their careers and jump to
various aspects in order to ensure that they are able to experience
all realms of life which include travelling, building a career,
enjoying with friends and family.
They are the experimental generation who want to try everything
from bungy jumping to skiing to trying new flavors, styles and
tastes (Young Optimism, 2018). They are highly interested in
technology and surf the internet to make most of their purchasing
decisions.

5CONSUMER BEHAVIOUR
Therefore, from the given analysis it can be observed that the given consumer segment is
very experimental in nature. They want to experience new styles and tasted. They are the
primary target segments of the marketers as they tend to purchase almost everything and in
adequate quantities. The given segment is largely attracted by the digital marketing techniques
and organizations can target them suing these techniques.
Analysis of the purchase behavior
Even for a very simple purchase being made, the consumers put behind a wide range of
thought processes which tend to have an impact on the decision making process of the different
purchases. Many buyers buy certain products at the spur of the moment based on the emotional
aspect of the product. The decision made by the consumer may also be well thought and well
defined. According to Weinstein and Pohlman (2015), the given processes are generally present
for the decision making:
Nominal
The normal decisions are generally made keeping in mind the low cost products. These
decisions are generally based on frequent purchases, familiar brand or a produce and the
purchase requires almost little or nor effort. These decisions are generally made with respect to
products like brand of milk, detergent, spices, oils and others (Baker &Saren, 2016). For
instance, if a consumer has to purchase a laundry powder or suppose a dish wash bar then they
will not be spending much time researching on the brand and instead they will be just purchasing
it without any second thought. However, the normal decision making process is not casual during
its initial phases and at the beginning of the phase, the consumer may have faced research and
queries while making a decision. In case of a laundry detergent powder, the consumer may have