Analysis of Customer's Purchasing Behavior - Marketing Management

MARKETING MANAGEMENT

Executive summary
This study has dealt with the analysis of customer’s purchasing behavior. During the study, the
focus has been made on the purchasing or buying patterns of a particular customer who is 31
years old female. The study has also analyzed demographic and psychographic characteristics
of the customer along with the personal traits. It has been identified that the buying behavior of
this type of customers is guided by four key factors – price, availability, taste and quality of the
products and services. The study has also indicated that the buying behavior of the customers
differs in the contexts of high-involvement product and lo-involvement products.
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Table of contents
Introduction....................................................................................................................................4
Description of the consumer..........................................................................................................4
Description of the customers considering personality traits..........................................................5
Analyzing overall purchasing behavior of the consumers.............................................................6
Nominated high involvement product............................................................................................9
Compare and contrast the consumer behavior for overall purchase...........................................11
Overall key insights......................................................................................................................12
Conclusion...................................................................................................................................12
Reference list...............................................................................................................................13
Bibliography.................................................................................................................................13
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Introduction
Understanding consumer decision making process is very important for fulfilling consumers’
demand and satisfying them to the higher extent. In order to understand the decision making
process or purchasing behavior of the consumers it is important to analyze their purchase trend
(Wang & Yu, 2017). The purchasing behavior of the consumers can be better understood by
analyzing the purchasing data of the consumers in the contexts of type of products, price level,
time involvement and other available information.
The key purpose of this study is to analyze the purchasing behavior of a customer or consumer
considering the factors like, high cost-low costs and high involvement-low involvement of the
consumers during purchase. The findings in this study will help to understand how decision
making process of the consumers evolves and how the companies can satisfy their customers
in the best manner. At the same time, the findings will also make the marketing strategies
making process of the company easier.
This report starts with the description of the customers. Customers’ description has been
provided considering different factors like, demographic factors, personality traits and
psychographic factors. After that the reports moves towards the analysis of overall purchasing
behavior and decision-making process of the consumer and along with that the study will also
identify and analyze the factors that influence consumers towards purchase. After that the report
compares and contrasts the buying behavior of the consumers considering overall purchase.
Description of the consumer
Description of the customers considering demographic factors
Age 31
Gender Female
Marital status Married
Family One child and husband. Parents live nearby and have regular contact. Other
family members also stay nearby.
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