Marketing Consumer Behaviour

This report provides an overview of marketing consumer behaviour through personal reflection on a shopping experience. It discusses how temporal situational influence played a key role in defining the shopping experience and behaviour as a consumer.

Running head: MARKETING CONSUMER BEHAVIOR
Marketing Consumer Behaviour
Name of the Student:
Name of the University:
Author Note:

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MARKETING CONSUMER BEHAVIOR
Executive Summary:
The report aims at providing an insight to consumer behaviour through personal reflection.
The report commences with a description of my short shopping trip. The report also puts for
ward how the temporal situational influence had an influence on my buying behaviour.

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Table of Contents
Introduction:...............................................................................................................................3
Discussion:.................................................................................................................................3
Conclusion:................................................................................................................................4
References:.................................................................................................................................5

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MARKETING CONSUMER BEHAVIOR
Introduction:
The report aims at providing an overview into the marketing of consumer behaviour
by reflecting through a personal shopping experience. I went for shopping at Madison
Avenue as a true shopping aficionadas during the day time in the first week of October. The
report provides a brief description of the shopping trip and put forward a reflection on how
the temporal situational influence played a key role in defining my shopping experience and
my behaviour as the consumer.
Discussion:
Madison Avenue is one of the prominent shopping destinations of New York
(Maurrasse, 2014). It remains surrounded by the world’s best designers that include Dior,
Armani, Prada, Ralph Lauren, and others who displayed the wares in the exquisite boutiques.
These big brands underwent a stock clearance sale during the first two weeks of October that
prompted me to shop and buy some of the best brands at the discounted prices.
Situational influences refers to the temporary conditions that influence the behaviour
of the buyers in determining whether they actually buy a product or buys additional product
or does not make a purchase at all (Solomon et al., 2014). Such influences results from
various factors like physical factors, social factors, time factors, reason for the purchase and
buyers mood. Every individual has been affected by the factors at some of point of time and I
being a shopper had an experience that has been no different. This report describes how the
temporal situational influence affected my shopping experience.
The store locations acted as one of the physical factors influencing my purchase
decision (Swoboda et al., 2013). A walk down the Madison Avenue provided me with an
opportunity to check out the exquisite boutiques of some of the best brands at a single go. I

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MARKETING CONSUMER BEHAVIOR
was able to visit each and every boutique and pick up the best product at most suitable price.
This did not burn a hole in my pocket but helped me in accomplishing an ultimate shopping
goal. Besides, the atmosphere of the store with ideal music, temperature, lighting and smell
also added to the overall purchase decisions. Each and every boutique represented unique
style marked by an aesthetic design. They all had an efficient manager who tried to elongate
my stay for a while so that I am able to have a look at the best offers put forward by the
brands. The factors encouraged me in making a purchase. However, it has been found
through research that the ‘strategic fragrance’ resulted in the customers staying longer at the
stores, purchasing more thereby leaving behind better impression of the store service in terms
of quality store services and their products (Bagdare, 2015).
Further, the attractive discounts presented by the brands like Armani, Dior, Ralph
Lauren and Prada acted as a motivating in making purchases more than what was planned.
Nevertheless, the offers attracted huge crowd that acted as a situational factor de-motivating
me to make a purchase in stores like Dior and Prada. It has also been found through research
that consumers felt better about the retailers who were able to prevent overcrowding at their
stores.
Conclusion:
On a concluding note, I can say that there has been several temporal situation
influences that had an influence on the purchase behaviour. Although some situational factors
like overcrowding failed to leave behind a positive influence.

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References:
Bagdare, S. (2015). Emotional Determinants of Retail Customer Experience. International
Journal of Marketing & Business Communication, 4(2).
Maurrasse, D. (2014). Listening to Harlem: Gentrification, community, and business.
Routledge.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R.
(2014). Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.
Swoboda, B., Berg, B., Schramm-Klein, H., & Foscht, T. (2013). The importance of retail
brand equity and store accessibility for store loyalty in local competition. Journal of
Retailing and Consumer Services, 20(3), 251-262.