Consumer Purchasing Behaviour Analysis: Factors and Insights

Running head: BUSINESS ANALYSIS
BUSINESS ANALYSIS
Name of the Student
Name of the University
Author Note

1BUSINESS ANALYSIS
Executive summary
The study aims to show the purchasing behaviour of a consumer. It will include the various
factors that affect the purchasing behaviour of an individual. The consumer will be analysed
on various basis such as psychology, choosing style, brand preference and few more. The
study will also show a purchase plan of seven days and a high involvement purchase in the
same week. The study will show a comparison between two product and how the consumer
selects the product in the high-involvement purchase. The study ends with a market analysis
and how such consumers should be attracted by any company or business organization.
Regarding the consumer behavior of the person it can be seen that that she purchases
random product she judges them on the basis of her liking and price. At the same time when
she is buying with high involvement she prefers to buy the product will complete assessment
and review. She believes to buy a high involvement product by judging it based on the brand
type and popularity of the brand. She is highly influenced by the brand name and product
type. She is very selective about the brand, prefers to buy product that are reputed, and
assures a quality product. She also scrutinizes the product and calculates the features that
fulfil her preference. Thus, it can be said that she has two different perspective for two
different product type.

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Table of Contents
1. Introduction:...........................................................................................................................3
2. Description of the consumer:.................................................................................................3
Demographics:.......................................................................................................................3
Psychographics.......................................................................................................................4
Personality traits.....................................................................................................................4
3. Analysis of overall purchase behaviour.................................................................................5
3.1 Psychological diverse of the purchasing behaviour.........................................................5
3.2 Factors of purchasing behaviour......................................................................................6
3.3 Purchase method:.............................................................................................................8
3.4 Mode of purchase:............................................................................................................9
3.5 Time spent on selecting the products:..............................................................................9
3.6 Comparison......................................................................................................................9
4. High involvement product description:................................................................................10
5. Factors influencing purchase of high-involvement product:...............................................11
6. Purchasing behaviour vs. high-involvement purchase.........................................................12
7. Key overall insight:..............................................................................................................13
References:...............................................................................................................................16
Appendix:.................................................................................................................................18

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1. Introduction:
The marketing or purchasing strategies are determined by various factors that
influence the buyer to buy the particular product. The primary reasons that determine the
marketing strategies are the budget, choice, requirement, social influence, affordability and
availability (Abd-El-Salam,Shawky & El-Nahas, 2013). The study will discuss about the
marketing analysis done on an individual consumer on the basis of a seven day purchase. The
purchase will include low and high involvement purchase and the reasons for selecting such
type. The purchase will be done on the basis of requirement and luxury of the individual
customer.
It will detail the type of purchase, type of consumer, selection reason, alternate
selection and reason for rejecting the alternate option, deciding time, calculations, effort and
customers preference. It will show a typical contrast between the high involvement and low
involvement expenditure (Choi et al., 2013). It will clearly show the effective and efficient
market analysis and demand for product in the market. The study will help the brand or
organizations to understand the consumer type and their preference type which will help them
to create products for such typical consumers. The study will mainly focus on the customer
analysis and their purchasing strategies, followed by a clear review about the consumer which
will help the company or business organization to change their marketing strategy to reach
such consumers.
2. Description of the consumer:
Demographics:
Age 32
Gender Female
Marital status Divorced

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Family Lives one child
Education level Holds Master degree. Currently working at a MNC in high post.
Income $110,270.00
Occupation Recruiting head in a MNC
Generational cohort Generation Y
Value segment Socially Aware & Optimism
Psychographics
The consumer:
 Completely family oriented
 Spends her free time with her son
 Highly busy with work pressure
 Concerned about health and fitness
 Saves for son’s education
 Loves to shop but gets very less time
 Brand oriented
 Interested in food and loves to cook
 Likes to buy gift for son
 Spends an average amount in salon and beauty care
 Likes to safe
 Not interested in vacations
 Often goes for dinner or outing with son
Personality traits
The big five test was applied on the consumer and the result are as follows:
“Big Five” trait Outofservice.com Truity.com

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Openness 63.00% 100.00%
Conscientiousness 84.00% 85.00%
Extraversion 6.00% 53.00%
Agreeableness 37.00% 63.00%
Neuroticism 48.00% 55.00%
The above test was done on the consumer to identify her preference and purchasing
pattern. The result determines the purchasing strategies of an individual. It reflects the
analysing limitation of an individual with an approximate idea of what type of products the
person might purchase. From the above study it can be concluded that the consumer is a
reflective person as she has a high score in openness. The imaginative power of the consumer
is high. Her score in conscientiousness is highwhich means she has a tendency to scrutinize
and study the product before purchasing and selecting a product(Wu, Yeh& Woodside,
2014).
She studies bout the product before purchasing and is calculative about the purchase. She
is highly dependent on brand quality even though she scrutinizes and selects among the
brands. She has a low score in Neuroticism which means she has a lot of patience and
purchases a product with a lot of patience and judgement. These type of consumer’s are
highly selective about their product and prefers only the one they like. They are difficult to
convince and thusproper branding is very important for such consumers. The consumer
mentioned here has a tendency to prefer branded products and premium products. She is also
interested for discount and sale but that too in an established shop.
3. Analysis of overall purchase behaviour
3.1 Psychological diverse of the purchasing behaviour
The monthly and weekly expenditure of the consumer are as follows: