Consumer Buyer & Behaviours

Running head: CONSUMER BUYER & BEHAVIOURS
Consumer Buyer & Behaviours
Name of Student
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Author Note

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CONSUMER BUYER & BEHAVIOURS
Table of Contents
Introduction................................................................................................................................3
Perform analysis.........................................................................................................................3
Theories application...................................................................................................................9
Sensation and perception........................................................................................................9
The role of learning and memory in consumer behaviour.....................................................9
Consumer decision-making processes..................................................................................10
Attitudes & attitudes management.......................................................................................10
Measuring Attitudes.............................................................................................................10
Involvement..........................................................................................................................11
Understanding the Social Context........................................................................................12
WOM....................................................................................................................................12
Opinion leadership................................................................................................................13
Impact of technology............................................................................................................14
Diffusion of innovations.......................................................................................................14
Conclusion................................................................................................................................15
Bibliography.............................................................................................................................16

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CONSUMER BUYER & BEHAVIOURS
Executive Summary
The report focuses on the customer buying behaviour and the manner in which reputed
companies analyse the thought process of the customer. The focus is on Head and Shoulder
one of the most reputed shampoo companies in the world. The report is based on the analysis
of various video interviews that are taken of customers to understand their reactions and the
factors that affect their decision. Application of theories such as Word Of Mouth, diffusion
innovation and link between social classes is established in the report. At the same time the
sensory and perception of the customers are analysed. Fishbein model is used to measure the
attitude of the customers so that the perception can be measured in a proper manner.

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CONSUMER BUYER & BEHAVIOURS
Introduction
Consumer buyer behavior is referred to as the attitudes, preferences, choices,
decisions and intentions of the consumers while procuring or purchasing a product in the
market. The marketers to make changes in their products accordingly study the behaviors of
the consumers along with their activities. The study of the consumer behavior ranges between
their pre-purchase activities to post-purchase consumption. Consumer buying behavior is
directly involved with the consumers and the role-played by brand-influencers and opinion
leaders in their decision regarding product purchasing. It might become difficult to predict
consumer behavior and it becomes crucial for the marketers to gauge their preferences often.
At that point, if the purchasing behavior is not studied correctly then the customers might
switch their brands (Caiborne and Sirgy 2015).
This assignment is based on the topic of Head & Shoulders shampoo. For collecting
information about the consumer purchasing behavior regarding the particular product, few
consumers were interviewed to know about their choice of shampoo brand and the factors
responsible for their selection of particular brand. While working on this assignment, several
conditions will be taken into consideration. For instance, the consumers were asked about the
factor, which pushed them to buy a certain shampoo brand, the reason behind their selection
of the brand and the way in which they took the decision. In the interview of the consumers,
they were asked if any family members or opinion leaders while making their purchasing
decision influenced them. Moreover, they were asked about their experience of the previous
brands in comparison to the current shampoo brands that they are using. Therefore, this report
will consider the feelings of the consumers and the benefits that they have faced from their
preferable products. It will also be focused if they are interested in sticking to their own brand
or switch to other.
Perform analysis
Diana’s interview
In the first interview, the consumer’s name was Diana, aged 23. When she was asked
about the duration of using a particular shampoo brand, she mentioned that she changes her
shampoo brand once a year. From this statement, it can be understood that the consumer is
not loyal to her brand and she keeps on changing it every year. With further proceeding of the
interview, the respondent replied that she has previously used Head & Shoulders and other