Consumer Behaviour: Study of Individuals in Buying and Disposal of Goods and Services

This report discusses consumer behaviour, focusing on the decision-making process, product attributes of sunscreens, and risk-reduction strategies. It also provides recommendations for sunscreen manufacturers.

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

1CONSUMER BEHAVIOUR
Introduction
Consumer Behaviour is indicative of study of individuals which is related with the
buying and disposal of goods and the services. Consumer behaviour lays emphasis on
emotional, and the behavioural response that is associated with buying of product or service
by consumers. Consumer behaviour is indicative of actions of customers in marketplace
along with the underlying motive in relation to the actions. It is instrumental in examination
of emotions and attitudes which have impact on buying behaviour of customers. The decision
making process undertaken by the customers helps people in identifying needs that can help
them in collecting information in regard to a product. The customers can evaluate alternatives
with the help of the process of decision making (Nicol et al. 2007). Sunscreen is indicative of
a lotion which absorbs ultraviolet radiation of sun. It offers protection to skin of people from
the sunburn. This report discusses about the product attributes of sunscreen that can prove to
be crucial for customers. The report focuses on kind along with level of the process of
decision-making. This report also lays emphasis on type of perceived risk along with risk-
reduction strategies pertaining to identified risks.
Product attributes of the sunscreens
The sunscreen plays a significant role in protecting the people in the event of facing
the harsh radiation of sun. It is mainly made use of by people in the event of being on the
vacation for the purpose of recreation. Sunscreen can protect the skin of the people from that
of UVA and that of UVB rays of sun. The people can look young in the event of having a
healthy skin. It can treat the problems that people have like wrinkles along with
hyperpigmentation. Sunscreen that is used by the people should have photostability that can
retain the character of the skin even when they are exposed to sun (Boniol, Dore and Autier
2008). Sunscreen should comprise of Helioplex that can be useful for the people. The

2CONSUMER BEHAVIOUR
sunscreens can be valuable for the people in the event of having high sun protection factor
(SPF) which can prove to be good for the health of the people. The chances of getting skin
cancer are increased when an individual faces the harsh rays of the sun. The sunscreens
should contain ecamsule that can be of benefit for the people.
Sunscreens Number of Participants Responses of the
Participants
5 1. The sunscreens can
make the people look
young and so
thoughtful
consideration should
be involved before
making a purchasing
decision.
2. It can protect skin of
the people and hence
the ingredients
should be carefully
thought about by the
people.
3. Should retain
photostability that
can help the people
in retaining character

3CONSUMER BEHAVIOUR
of skin.
4. It should contain the
Helioplex that can
prove to be useful for
the people.
5. The sunscreens
should have high sun
protection factor
(SPF) that can be of
great use for the
people.
Kind of decision-making
Kind of decision-making which is involved pertaining to purchasing of sunscreen can
be called rational. The decision-making process based on rationality comprises of various
kinds of steps that can help people in identification of problem. It can help the people in
getting a solution to a problem. It offers various kinds of alternatives for people so that they
can make the right decision. An individual can make use of logic along with the rational
ability that can help a person in making the right decision. The rational model of decision-
making imbues the people with the power that helps the customers in maximising benefits
when they are buying a product or a service. The consumers want to buy a useful product that
has low price that forces them to make a decision on the basis of rationality (Turrisi et al.
1999). People have the tendency of judging the benefits that makes them take recourse to
purchasing decision. The people can compare the advantages of the different products when

4CONSUMER BEHAVIOUR
they are thinking on the basis of rationality. Individuals living within the framework of the
society possess cognitive ability that assists them in evaluating the alternatives.
Level of decision making
Habitual process of decision making can be said to be involved in the case of an
individual buying the sunscreen. Habitual decision-making process occurs when an
individual purchases the products of the everyday existence. Thorough research does not
have to be carried out when a person buys the sunscreen and hence it can be said that the
process of decision making is habitual. The people want to buy products of the same brand as
they grow gradually comfortable after using a product. The consumers in the event of using a
particular product does not want to move to the other brands as they do not want to spend a
large amount of the time in relation to the decision making (Xu et al. 2016). Advertisement
plays a crucial role for influencing decision of people and it helps in convincing the customer
regarding buying the sunscreen. The people in the present age are very concerned regarding
their skin and they think that buying the sunscreen of popular brand can help the people in
having healthy skin. The customer prefer repeat buying in the case of the daily skincare
products that suits their skin. The companies take recourse to strategies that helps the
customers in staying loyal to the company.
Kind of risk and risk-reduction strategies
There exist several kinds of the risks which is involved in relation to buying of
sunscreen. Sunscreens can be instrumental in damaging skin of people and it can even cause
skin cancer in the people. Ingredients of sunscreen can damage skin and hence the customers
devote a large amount of time in the area of the decision-making. It has been found that skin
of an individual varies from that of another person and therefore decisions should be
individual pertaining to buying of the sunscreens (Solomon and Behavior 1994). Active

5CONSUMER BEHAVIOUR
ingredients that are present in sunscreen are absorbed through the skin which can cause risks
for the human body. Infants also have to face various kinds of risks like the rash and hence
they should be careful regarding the use of the sunscreen.
Various techniques can be employed which can be of help for customers in avoiding
risk pertaining to usage of sunscreens. The opinion of the environmental groups along with
the consumer groups should be considered by the people so that they can ascertain whether
the ingredients of the sunscreen would be harmful for their skin. Sufficient amount of
information should be available that can be of assistance to the customers in choosing the
right product. The organizations who are involved in the manufacturing of sunscreens should
share data in relation to the safety of the products that can prove to be useful for customers.
Awareness set and evoked strategies
Awareness set is indicative of number of brands regarding which the customers are
aware of that is normally found to be less than the total number of the brands. It has been
found that the human brain is not capable of processing different choices at that of the same
time. The customers have to narrow down the options on the basis of the product attributes so
that they can make the right purchase. The assistance of the sales people can be made use of
by the customers that can help the people in selecting the right sunscreen on the basis of the
demands. The customers of the present age know about the existence of various kinds of the
sunscreen companies and the people should make the choice in a prudent manner.
Evoked set on the other hand refers to different kind of the brands about which the
customers know when they want to buy a product. Marketing campaigns want to build up a
business brand in between evoked set of products which are thought of by target customers.
On the basis of the primary research, it was found that evoked set pertaining to sunscreens are
that of Neutrogena, Aveeno, Australian Gold and that of Hawaiian Tropic. These are the

6CONSUMER BEHAVIOUR
sunscreen companies that are greatly favoured by the customers in the modern age. They can
create a mark as they contain the ingredients which does not harm the health of skin of the
people.
Conclusion and Recommendations
Consumer behaviour deals with study of the individuals which is related with that of
purchasing of a product. The sunscreens are made use of by the people when people go out
on a vacation. Rational process in relation to the decision making helps the people in making
the right decision when buying a product. Sunscreens can greatly harm health of people and it
can cause skin cancer in the people. There can be reduction of risks if the manufacturers
show a great amount of information on labelling that can be of help for customers when they
are buying a product.
Based on the secondary along with the primary research, it can be stated that the
manufacturers of sunscreen should be careful regarding formulating sunscreens based on
Australian conditions that can make sunscreen popular within the market. Sunscreens of
Australia should have SPF that is around 50 + which can be instrumental in filtering a large
amount of ultraviolet radiation from that of the sun. Sunscreens of that of Australia should
have the SPF 30 and that of SPF 50 that can be useful for protecting skin of the people from
that of sun. It can further be suggested that maximum amount of that of water resistance that
can be claimed is approximately four hours in relation to the SPF 30. It can be stated that the
labelling order should be attached in a secure manner to that of container. There should be a
Therapeutic Good Advertising Code that can be checked by the customers before they buy a
product. The labelling should be free of any kind of claims that can arise unrealistic
expectations in te customers in relation to the effectiveness of a product. The labelling should
comprise of the logo of the company that can clear the confusion on the part of the customers.

7CONSUMER BEHAVIOUR
The Advertising Code should be clearly printed on the label of the product that can prove to
be convenient for the customers of the present age.

8CONSUMER BEHAVIOUR
References
Boniol, M., Dore, J.F. and Autier, P., 2008. Changing the labeling of sunscreen, will we
transform sun avoiders into sunscreen users?. Journal of Investigative Dermatology, 128(2),
p.481.
Nicol, I., Gaudy, C., Gouvernet, J., Richard, M.A. and Grob, J.J., 2007. Skin protection by
sunscreens is improved by explicit labeling and providing free sunscreen. Journal of
Investigative Dermatology, 127(1), pp.41-48.
Solomon, M.R. and Behavior, C., 1994. Buying, having and being. London: Prenticle Hall.
Turrisi, R., Hillhouse, J., Gebert, C. and Grimes, J., 1999. Examination of cognitive variables
relevant to sunscreen use. Journal of Behavioral Medicine, 22(5), pp.493-509.
Xu, S., Kwa, M., Agarwal, A., Rademaker, A. and Kundu, R.V., 2016. Sunscreen product
performance and other determinants of consumer preferences. JAMA dermatology, 152(8),
pp.920-927.