Consumers’ Purchase Behaviour in Supermarket

Running head: consumers’ impulse purchase behaviour 1
Consumers’ Purchase Behaviour in Supermarket
[Author name(s), first M. surname, omit titles and qualifications]
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Author Note
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consumers’ impulse purchase behaviour 2
Table of Contents
1.0 Introduction..............................................................................................................3
2.0 Setting Analysis.......................................................................................................3
3.0 Consumer Analysis..................................................................................................4
4.0 Key Marketing Implications....................................................................................7
5.0 Key Research Opportunity.......................................................................................7
6.0 Conclusion................................................................................................................8

consumers’ impulse purchase behaviour 3
1.0 Introduction
This research report aims at evaluating consumer behaviour at a supermarket in
Australia closely studying male and female shoppers of all age and hailing from varied
economic background. Taking consumer behaviour analysis into consideration, this report
aims to project purchase decisions among male and female shoppers, younger and older
couples, behaviours of teenagers and interaction with the sales staffs. Supermarkets are the
places where new technologies, superior market communications, dynamic sales and
marketing activities increasingly aiming to use digital platforms to improvise customer
experience inclusive of delivery (William Reed Business Media Ltd., 2018). In an actively
and increasingly competitive and dynamic landscape of supermarkets, it becomes essential to
evaluate to changing patterns of consumer behaviours for continuous improvement. Hence,
this consumer behaviour audit tends to study variations in consumer IP (impulse purchasing)
and decisions undertaken by them.
Table 1: Observational and Seasonal Data Collection
Location Date of
Observation
Time of
Observation
Duration
Supermarket
1
20th January,
2019
9.00 am –
2.00 pm
5 hours
Supermarket
2
21st January,
2019
2.00 pm –
8.00 pm
6 hours
Supermarket
3
22nd January,
2019
1.30 pm –
9.30 pm
8 hours
Supermarket
4
23rd January,
2019
4.30 pm –
10.00 pm
5 and half
hours
Supermarket
5
24th January,
2019
1.30 pm –
9.30 pm
8 hours
2.0 Setting Analysis
Environment of a supermarket is characterised by availability of huge ranges of
products ranging from FMCGs to fruits, vegetables, fishes, meats, etc. Thus, the environment
in a supermarket can be characterised into categories such as ambience, availability of