Consumer Behaviour

This report discusses the involvement levels in purchasing products, internal and external factors influencing decision making, responsibility of marketers in influencing decision making, and high-value consumption experiences.

Running head: CONSUMER BEHAVIOUR
Consumer Behaviour
Name of the student
Name of the University
Author note

1CONSUMER BEHAVIOUR
Executive Summary
The primary purpose of this report is to discuss about the involvement levels pertaining to the
purchase in my consumption diary. The report also talks about the internal factors that has an
influence on the pattern of consumption of an individual. The report also elaborates on the
external factors that has effect on the pattern of consumption of an individual. The report also
talks about the marketing strategy that have been employed that can influence the decision
making process of the customer. The report also talks about a significant consumption
experience that can prove to be crucial for an individual.

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Table of Contents
Introduction................................................................................................................................3
Involvement levels in purchasing product.................................................................................3
Internal Factors influencing decision making............................................................................4
External factors and Individual consumption............................................................................4
Responsibility of marketers in influencing decision making.....................................................5
High value consumption experience and its significance..........................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................8
Appendix..................................................................................................................................10

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Introduction
Consumer Behaviour refers to study of the individuals and the groups that are related
with the purchasing and the use of the products. Consumer Behaviour includes the mental
along with the behavioural responses of the consumers that is critical in relation to marketing
(Kaihatu & Spence, 2016). Consumer Behaviour refers to actions of customers and the
motives that can give rise to such actions for an individual. This report throws light on the
involvement levels that makes a consumer buy a product. This report also discusses about the
internal factors that have an effect on the consumption of an individual. The report also talks
about the external factors that helps in influencing the aspect of decision making. The report
also throws light on the marketing activity that has been used for influencing the decision
making of the buyer. The report also talks about an important consumption experience and its
significance for an individual.
Involvement levels in purchasing product
The involvement level pertaining to the buying of the fitness tracker was some
amount of involvement. The buying of the fitness tracker was important for me as it was
crucial for my level of the fitness. The alternatives were considered before buying the fitness
tracker that can help me in ensuring my good health. The product was bought with the help of
high involvement media of printing as magazine was made use of for gathering information
about the product. The information was processed in a clear manner with the help of the
magazine that helped in bringing about the effective behaviour. The problem was recognized
pertaining to my health that made it imperative for me in buying the product (Baker, 2016).
The information about the product was searched in the magazine that helped in purchasing of
the product. The Avocado oil was bought with the help of the factor of the low involvement
as this is a product that is regularly used by me. The avocado oil is the name of an edible oil
that was used like an ingredient in the dishes. This purchase was not that significant for the
customers and it takes little amount of the information processing in buying the product.
The consumer buying process that was involved pertains to the need of the oil that can
help in enhancing the taste of the cooking. The diamond set that was bought involved a high
level of the involvement and this product was bought after an advertisement of this product
was seen in the magazine. This purchase was expensive and it required a great deal of
processing of the information. The magazine helped me in getting extensive information
about the specification of the product that helped me in buying the product. A great deal of

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consideration of alternative was involved in buying the diamond set as it needed a great deal
of investment (Karimi, Papamichail & Holland, 2015). There are various diamond brands in
the market like Harry Winston, Cartier, Tiffany & Co and De Beers. The diamond set that
was bought by me belonged to the company of Tiffany and Co that is the name of an
American luxury company. The company has exposure in the international arena that helped
in catering to the tastes of the customers. The information about the product was searched by
me with the help of magazine that helped me in making the purchase decision (Wang & Yu,
2017). The purchase was made so that it can help it enhancing my social status and the
product can help me in creating a favourable impression in front of the other people.
Internal Factors influencing decision making
There are various internal factors that has an effect on the consumption practices of an
individual. The phone power bank was bought so that it can help in satisfying the internal
influence of motive of an individual. The Maslow theory of the Motivation states that an
individual buys a product so that it can help an individual in the arena of self-actualization,
esteem, love, safety and physiological. The phone power bank can help me in staying
connected with the outside world that can help in ensuring my safety in the society. The
Louis Vuitton Handbag was bought by me so that it can help in raising my esteem within the
framework of the society. It can also aid the process of my self-actualization that can help in
creating a distinct position within the social order (Huang & Benyoucef, 2017). The luxury
handbag can help me in signifying my lifestyle that can help in creating a positive impression
on the other people. The handbags play a crucial role in the lives of the modern woman and
the handbags of the women acts as a fashion statement for the women. The women carry the
personal belongings in the handbag that makes it crucial for the women of the present age.
The handbag can help in carrying the cosmetics along with the valuables that can prove to be
of great convenience for me. The Bluetooth speaker that was bought by me can help me in
the area of self-actualization that can help me in maintaining communication with my
colleagues. It can help me in carrying out conversation with the various business that can help
in my professional development. It can play an important role in fulfilling the need of self-
actualization that can help me in evolving as a confident individual (Tih et al., 2016).
External factors and Individual consumption
There are various kinds of external influences like demographics, lifestyle, house
hold, reference groups, social class, culture and the values that can cause an individual to buy

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a particular product. The Louis Vuitton handbag was bought by me so that it can help in
influencing my lifestyle that can create a positive effect on the people. The people in my
society have expensive assets and this acted as an external factor that made me to buy the
product. The members in my neighbourhood carry expensive items and this had a major
influence on me that made me to buy the product. The members of my family wanted me to
buy the indoor herb planting accessories that caused me to buy the product. The hanging
planters and the nursery pots was bought by me after my family members wanted me to buy
the product. The members of my family are very concerned about the inner beauty of the
house and they wanted to buy the accessories (Srivastava & Kaul, 2016). The pet care
accessories are bought by me as our culture believes in the fact that even the animals should
be well-cared for in the society. The pet products that had been bought were the pet carrier
that can help in carrying the pet in the event of going out on a holiday vacation. The pet
carrier can help my dog in relaxing while being on the road. The culture within which we live
lays a great amount of stress on the aspect of respect that an individual should have for the
living that can be found around. The culture in which we live talks about the fact that every
living creature should be given their due respect in the universe. The aspect of culture had an
influence on me that caused me to buy the pet care accessories.
Responsibility of marketers in influencing decision making
The main responsibility of a marketer is in influencing the decision making process of
the customer that can influence the consumers. The marketing strategy that have been used in
popularizing the Louis Vuitton handbag is television. The television can help the consumers
in knowing about the specific details of a product that can help in selling a product in the
market. Experience is an important element in relation to the luxury brand management. The
luxury brands need a different kind of proposition that can help in providing a superior
experience for the customers (Srivastava & Kaul, 2016). The advertisement through the
medium of the television helped in advocating beliefs to the customers instead of depending
on the brand values. The diamond set of Tiffany and Co was made popular with the help of
the magazine that helped in specifying the exclusive details of the piece that helped it in
catering to the demands of the customer. The magazine highlighted the fact that the piece was
designed in an aesthetic manner by the help of experienced designers of the industry. The
magazine contained information about the price and the carat of the product that helped me in
buying the product. The features of the design were highlighted like the fact that it was made
of high quality metals that can help it in being skin friendly that made the product exclusive

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within the market (Joshi & Rahman, 2017). Another high-value consumption product that
was bought was Audi A8 that was bought for the purpose of maintaining the lifestyle. The
website of the Audi company was used for the purpose of marketing of the luxury item. The
website of the car manufacturer was used for getting authentic information like the price,
mileage, engine, BHP, seat and the boot space of the car. The buyer behaviour was predicted
with the help of number of people who were visiting the site page that helped the company in
getting the attention of the customers.
High value consumption experience and its significance
The high value consumption experience was in relation to the purchasing of the
luxury car called Audi A8 that can help in creating a positive impression on the people. The
luxury cars can benefit the people as it has the new innovations that can help in catering to
the needs of the modern day consumer (Parsons, Maclaran & Chatzidakis, 2017). The
premium automaker focusses on the aspect of the high performance that can prove to be of
great convenience for the people. They have been able to differentiate themselves in the
market with the help of their innovative and the aesthetic features (Zhao et al., 2018). The
car possess the safety innovations that can help it in emerging as a popular product in the
market. The car has air bags, backup cameras, smart cruise control and the keyless entry that
can create a distinct experience for the common people. This product is important for me as it
has the convenience features that can help in popularizing it in the market. The car has
facilities for the automatic climate control, GPS navigation and the power windows that sets
it apart from the other cars of the present age (East et al., 2016). The car has the power and
the smoothness that can help in the creation of a rich experience for the customer.
Conclusion
Consumer Behaviour is indicative of study of individuals along with the groups
pertaining to buying of products from the market. Consumer Behaviour is indicative of
behavioural response that can be said to be crucial pertaining to marketing. Fitness tracker
was bought from market that only involved little amount of the involvement. The fitness
tracker can help me in maintaining my physical health that can help in the maintenance of my
health. The consideration of the alternatives were done before buying the product. The theory
of Maslow pertaining to motivation points out to the fact that an individual can get
motivation in the event of fulfilment of esteem, love and the self-actualization. There also
exist external influences like lifestyle and the social class that can determine the buying

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pattern of an individual. The handbag of the popular brand Louis Vuitton have helped in
enriching my lifestyle which has helped in the creation of positive impact on the people.
There are various kinds of people in the society who possess the expensive assets that helps
in creating a good impression on the people living in the society. The consumption
experience can be said to be of high value as the car called Audi A8 can create positive effect
on the people. The luxury cars can bring great benefit for the people and the innovations of
the car can help in serving the needs of the customers of the present age.

8CONSUMER BEHAVIOUR
References
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications
in marketing. Sage.
Huang, Z., & Benyoucef, M. (2017). The effects of social commerce design on consumer
purchase decision-making: an empirical study. Electronic Commerce Research and
Applications, 25, 40-58.
Joshi, Y., & Rahman, Z. (2017). Investigating the determinants of consumers’ sustainable
purchase behaviour. Sustainable Production and consumption, 10, 110-120.
Kaihatu, T. S., & Spence, M. T. (2016). The relationship between shopping mall image and
congruity on customer behaviour: Evidence from Indonesia. Australasian Marketing
Journal (AMJ), 24(2), 141-145.
Kaihatu, T. S., & Spence, M. T. (2016). The relationship between shopping mall image and
congruity on customer behaviour: Evidence from Indonesia. Australasian Marketing
Journal (AMJ), 24(2), 141-145.
Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and
decision-making style on the online purchase decision-making process: A typology of
consumer shopping behaviour. Decision Support Systems, 77, 137-147.
Parsons, E., Maclaran, P., & Chatzidakis, A. (2017). Contemporary issues in marketing and
consumer behaviour. Routledge.
Srivastava, M., & Kaul, D. (2016). Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services, 31, 277-286.
Tih, S., Wong, K. K., Lynn, G. S., & Reilly, R. R. (2016). Prototyping, customer
involvement, and speed of information dissemination in new product success. Journal
of Business & Industrial Marketing, 31(4), 437-448.
Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in
social commerce: The role of word of mouth and observational
learning. International Journal of Information Management, 37(3), 179-189.

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Zhao, Y., Chen, Y., Zhou, R., & Ci, Y. (2018). Factors influencing customers’ willingness to
participate in virtual brand community’s value co-creation: The moderating effect of
customer involvement. Online Information Review.

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Appendix
DATE ACTIVITY Key Influences Comments
Note what you purchased (including the brand), watched, heard,
read, consumed
Internal and external Relevant comments on marketing acti
may have impacted on your purchase
26.03.2019
19
Bluetooth speaker Motives and Lifestyle Television
26.03.2019 Fitness Tracker Personality and Lifestyle Magazine
27.03.2019 Charcoal Face Musk Personality and Social Class Retail stores
27.03.2019 Phone Power Bank Motive and Lifestyle Amazon web site
28.03.2019 Bags Personality and Lifestyle Television
29.03.2019 Blow Dryer Personality and The household Magazine
30.03.2019 Liquid Phone Case Attitude and Lifestyle Television
31.03.2019 Blow Dryer Perception and Lifestyle Retail Store
01.04.2019 Indoor Herb Planting Accessories Perception and Values Television
02.04.2019 Backpacks Personality and Lifestyle Magazine
02.04.2019 Avocado Oil Personality and The household Television
03.04.2019 Pet Care Accessories Attitude and The household Television
04.04.2019 Avocados Personality and The household supermarket
05.04.2019 Buttered popcorn Emotion and Demographics supermarket
06.04.2019 Ferrero Rocher Emotion and Lifestyle television
07.04.2019 Ghirardelli Emotion and Lifestyle Magazine
08.04.2019 Diamond Set Attitudes and Lifestyle Magazine
09.04.2019 Audi A8 Personality and Lifestyle Company website
Figure: Consumption Diary
Source: Created by the author