Analysis of Consumer Behaviour and Psychological Antecedents

Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Analysis of Consumer Behaviour................................................................................................3
Task 2...............................................................................................................................................4
Psychological Antecedents of Consumer Behaviour...................................................................4
Task 3...............................................................................................................................................6
Sociological Issues in Consumer Behaviour...............................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer behaviour can be defined as actions and the decision process of individual
customers and organisations while purchasing goods and services for personal use. This report
will discuss about consumer behaviour and psychological antecedents of consumer behaviour
this report will also discuss about sociological issues in consumer behaviour. This discussion will
involve different theories and models for analysing different aspect of report. This report will
contextualise Asda, British supermarket chain founded in 1949 and is headquartered at Leeds,
England, UK.
Task 1
Analysis of Consumer Behaviour
Social media is computer based technology that facilitates sharing of ideas, thoughts, and
information by building virtual communities and network. Social media is having significant
impact on purchasing decisions of consumers. There are several ways in which social media
affect and influence purchase decisions of company and some of them includes-
Building Products Awareness- This is concerned with building awareness in potential
customers about existence of a brand or product (Kwahk and Kim, 2017). Awareness of brand or
products adds value in purchasing decisions of the customers and also increases their choices for
product. There are several ways in which Asda can build product awareness on social media
including direct marketing and search results on social media. However this requires significant
time and efforts to connect with audience and potential consumers.
Social proof as force of buying decisions- This is also a way in which social media influences
purchasing decision of consumers. Asda uses one of social media strategy known as user-
generated content and this contribute in trusting a product or brand and becomes a social proof
for consumers for buying products. However negative reviews can also affect consumer
motivation to purchase from Asda.
Promotions and attractive deals- This is also a way in which promotion and attractive deals
encourage and force consumers to buy products of Asda (Lăzăroiu and et.al., 2020). On different