Consumer Behaviour in Purchasing Tea: Factors, Theories and Research Methods

Consumer behaviour

Executive summary- The current report has analysed the concept of consumer behaviour in
regard of purchasing tea. The major factors that affects the purchasing decision of consumer for
purchasing tea has been described in report. Also, the key consumer theories that can adopted by
tea marketer has been highlighted in report. Lastly, the research method that are appropriate for
gaining the perspective of buyers has been described. Also, the report has highlighted social
media insight and key insight in context of purchasing decision of tea.

Table of Contents
INTRODUCTION...........................................................................................................................5
TARGETED CUSTOMERS.............................................................................................................5
DECISION-MAKING FORCES.......................................................................................................6
External Forces............................................................................................................................6
Internal Forces.............................................................................................................................6
INVOLVEMENT AND RISKS..........................................................................................................7
Involvement.................................................................................................................................7
Risk..............................................................................................................................................7
ADDED VALUE..............................................................................................................................8
Boosts the immune system..........................................................................................................8
Economical than other substitutes...............................................................................................8
DECISION MAKING AND BUYING PROCESS............................................................................9
Problem recognition.....................................................................................................................9
Information search.......................................................................................................................9
Alternatives evaluation..............................................................................................................10
Purchasing decision...................................................................................................................10
Post-purchase behaviour............................................................................................................10
SITUATIONAL FACTORS.............................................................................................................11
Condition...................................................................................................................................11
Location.....................................................................................................................................11
Mood..........................................................................................................................................11
Time...........................................................................................................................................11
Social situation...........................................................................................................................11
KEY CONSUMER BEHAVIOUR THEORIES...............................................................................11
Theory of consumer choice.......................................................................................................12
Psychoanalytic Theory...............................................................................................................12
Reasoned Action Theory...........................................................................................................12
MARKETNG RESERACH METHOD............................................................................................12

Social media listening................................................................................................................12
Surveys......................................................................................................................................13
Competitive analysis..................................................................................................................13
SOCIAL MEDIA INSIGHT............................................................................................................13
KEY INSIGHTS..............................................................................................................................14
High caffeine.............................................................................................................................14
Less-Energetic...........................................................................................................................14
Heartburn..................................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................15