Consumer Behaviour and Consumption Patterns: A Study of Marketing Strategies and Concepts

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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MARKETING MANAGEMENT
Executive summary
This paper is concerned with the study of consumer behaviour and their patterns of consumption
through the appropriate theoretical framework of marketing strategies and concepts. In this paper
it was found that the social, cultural, general and psychographic factors of the consumer has an
impact on the decision-making process. It was found that during the purchase of high-
involvement products, a consumer requires more time and invests more research as compared to
the products consumed on a habitual basis. It also found that internet has become a key tool for
the method of payment, researching about a product and purchasing products for the consumer.

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MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Description of the consumer and the target segment.......................................................................4
Analysis of the consumer: Behavior marketing theories and concepts...........................................6
Physiological factors involved in the purchase of the products..................................................6
Method of payment......................................................................................................................8
Mode of purchase........................................................................................................................9
Time spent in selection of the products.......................................................................................9
Availability of alternatives........................................................................................................10
Cultural factors..........................................................................................................................10
High-involvement product.............................................................................................................11
Analysis Purchasing behavior vs. purchasing of high involvement..........................................12
Key overall insights about the brand.............................................................................................13
References and bibliography.........................................................................................................14
Appendix........................................................................................................................................16

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MARKETING MANAGEMENT
Introduction
The aim of this report is to evaluate the expenditure and the purchasing habits of the
consumer; stretched over a period of seven days. This report provides an insight on the
consumption pattern of the consumer for the duration of seven days. The broader aim of the
report is to formulate an understanding of the behaviour of the consumers and analyse their
spending power stretched across a period of seven days. An understanding of the consumption
pattern of the consumer is crucial in having direction about the right kind of marketing mix
strategy that needs to be adopted while making decisions consumption patterns. The term
consumer behaviour refers to the process of decision making and actions of people that informs
and influences the buying and purchasing power of people (Gu, Park & Konana, 2012). There
are ranges of factors that have implications on the knowledge and experience of the consumer
and enable the consumers to swift decisions about the products they will buy. Regarding the
issue of consumption pattern it has been found that there are some consumers who make quick
decisions and there are other consumers who show greater level of involvement during the
decision making process. This level of commitment may be understood as the buying decisions
that are routine in the lives of the individual. The consumption pattern of the consumer enables
to understand the low, high or limited involvement of the consumer. This is not to be confused in