Marketing Theories of Consumer Behaviour

Running head: MARKETING MANAGEMENT
Insight into a consumer
Name of the student:
Name of the university:
Author note:

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Table of contents
Introduction....................................................................................................................3
Purpose of the report......................................................................................................4
Description of the customer...........................................................................................4
Analysis of the overall purchase behaviour...................................................................7
Marketing theories of consumer behaviour....................................................................8
Overview of the consumer shopping profile..................................................................9
Future scope.................................................................................................................14
References and bibliography........................................................................................16

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Introduction
As per Roy Morgan value segment I have considered myself in the category of look at
me. This particular value segment believes that money should be spent rather than saving.
Most of the teenagers and young generation falls in this specific category. I belonging to
generation Y have considered myself in the category of look at me. This can be carried out by
considering the segment, “Look at me”, which is one of an important segment drivers for
excavating the specific behaviours related to the purchase decisions of the customers. This
segment refers to the rebellion, which the youths expose for opposing the familial values and
beliefs (Roymorgan.com, 2018). This rebellion is for achieving freedom from the
confinement, which limits their capability. Their characteristics align with the present trends,
which contradict the old fashioned ideas of their parents. The peers however are in favour of
the youths’ buying behaviour.
Background of the task
In this very specific part, I have given in-depth overview about my consuming
behaviour (Sheth & Sisodia, 2015). Belonging to the category of look at me I primarily show
my concerns on the innovative products that can create a different identify in the market.
Among the food products I tend to show my interest towards oven fresh chicken, rice, pork,
soup, burger, drinks and chips. Before purchasing a particular product I have faced immense
challenges in convincing the service providers about my actual needs and demands. As a
result, due to the lack of communication, I use to face difficulties in purchasing my suitable
products from the organization which leaves negative on my consumer behaviour. However,
my high volume purchase product is laptop, as I need to go through the study materials. This
is not possible in the tablets and kindle, as it strains my eyes.

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Purpose of the report
The purpose of this report is to provide a deep insight on how the value segment of
look at me tends to show consuming perception of me. With the help of appropriate
consuming behaviour theory and model I have analyzed my fascination towards specific
products and why I have chosen these products. However, in order to gain an insight into the
customers, Roy Morgan Value Segments seems appropriate. Along with this, the purpose of
the report is to establish a comparative study between my behaviour and the behaviour of the
customers as a whole.
Description of the customer
Value segment
I can place myself in the category of look at me, because I like to buy products,
which are of recent trends. Whenever, I go out with my family for shopping, there is
difference of opinion between me and my parents. However, whenever I and my cousins go
for shopping, we enjoy a lot, as our purchasing mentality matches (Roymorgan.com, 2018).
Based on the current trend of market I to change my fashion desires and goals. As per
my consumers’ behaviour I have decided to follow current trend of market which indicates
fun, freedom. Showing a conscious outlook for my family is not my primary goal. I am
conscious in following the current trend of market and fashionable products based on which I
can maintain my image and identity. The specifications of the insight relates with the target
segmentation, which the personnel need to carry out for identifying the target audience. Age,
gender, family, income, lifestyle, marital status can be considered important for assessing the
suitability and feasibility of the products and services in terms of the marketing goals and
objectives. Generation helps the marketers in producing the products according to the latest
trends of the customers, which helps them in maintaining the pace with the competitive

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ambience of the market. I would like to present my value segment based in brief and this is as
follows:
Age 26+
Gender Male
Marital status Unmarried
Family Father, mother and sister
Education level University student
General cohort Generation Y
I am a male consumer belonging to generation Y. We are a happy family, consisting
of father, mother, sister and me. I am unmarried. Currently, I am studying in university. In
order to fulfil the needs, demands and requirements of the family members, I make planning
before making any purchases. This helps me in saving a lot of money, which I can invest in
some prospective source. This planning is needed for my future studies.
As per integrating marketing theory consumers should show their level of interest
based on proper communication method. This very specific theory evaluates that
communication is constituted with numerous types. Based on the target market and their age
group the marketing executives tend to use their communication tools. I as representative of
young generation group tend to believe in social media communication and digital marketing
mostly. I can get in-depth overview about the new products launched by prestigious
companies with the help of social media tools and its online advertising methods.
This kind of approach reflects the maturity, which is simultaneously developing.
Typical examples of this is being tech savvy and going for outings rather than staying at
home. They are full of energy, which reflects their ability to undertake challenging and

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enduring tasks. I feel I fall into this category, as I develop short term goals, before purchasing
anything. These goals help me in improve the focus on purchasing. Achieving success in
these goals helps me in assessing the effectiveness, appropriateness and feasibility of the
goals in terms of the exposed behaviour (Roymorgan.com, 2018).
Analysis of the overall purchase behaviour
As per consumer purchase matrix, I have selected high valued product which is the
combination of rice-pork-soup and roll-pie-sausage roll. However, my high volume purchase
product is laptop. This fulfils the motivational needs of self-esteem and self-actualization.
The main purchasing factors for these products are quality, service convenience and peer
influence. As I am university student, I need to go through study materials. Although the
screen of the tablets are big, seeing them for long hours, strains my eyes. Therefore, I have
decided to buy a laptop. Along with convenience in studies, laptop is helpful as I can carry it
with me to the university. Before purchasing, I looked into the quality, usability and
suitability, which are, the main behavioural traits of a consumer looking for quality and
branded products.
Marketing theories of consumer behaviour
Engel, Kollet, Blackwell (EKB) Model
This theory caters to the logical action undertaken by the customers for making
purchases. This particular model is constituted with three major steps. These steps are: input,
data collection and decision-making. In the first stage, I have conducted market research
from television, social media and newspapers for collecting essential data about the products
to be purchased. After collecting data I have evaluated the gathered data for making critical
analysis about the authenticity of this product as well as services. As per my point of view

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this step is crucial in terms of being deceived regarding the purchases (Weinstein & Pohlman,
2015). As a sequential step, the consumers verify the authenticity and reliability of the
gathered information. I do this all the times for averting the instances of being victimized of
false promises in the products and services. Based on the data evaluation I have taken an
efectie decision on which particular products should I select for purchasing. At the same time,
I have selected the brand as well. Here, a comparative study is established between the past
purchasing experiences and the expectations from the present purchases.
Getting positive results in this comparative study helps the consumers to make
decisions, which are usually rational. This is because I do lot of thinking exercises. Here,
external influences, suggestions and advices distract the customers from the undertaken
decisions. The final step is self-visualization of the purchases. Therefore, I evaluate the
effectiveness of the peer reviews and suggestions before accepting them.
Motivation need theory
Humans perform the activities for fulfilling their survival needs, safety, affection,
esteem and self-actualization. Most of the companies and organizations adopt this theory for
assessing the way in which the consumers behave while making the purchases. Specifically,
they conduct marketing campaigns for enhancing the awareness of the customers regarding
the products (Möller & Parvinen, 2015). I look forwards to these campaigns for upgrading
my knowledge regarding the newly launched products and services. However, I make
purchases for fulfilling the needs of possessing branded goods and products. This includes
verification of the advertising messages of the companies, which makes me an aware
customer.
This theory is popular for creating artificial needs for the consumer like me. The
marketers add modern features into the products and services for the customers, whereas they

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are only concerned about the investments, they have to make for the purchase (Tinoco &
Ambrose, 2017). However, I cannot place myself in this category, as I consider suitability,
feasibility, utility and value of the product before purchasing the product.
Overview of the consumer shopping profile
Consumers get influence from various promotional challenges while purchasing a
specific product. In addition, peer group is a most effective influential factor for me. Belong
to young generation I never forget to follow the brand collection of my peers as well. Here,
intelligence gets less preference than fascination. Peer pressure is at an intensified stage for
these types of consumers (Lusch & Vargo, 2014). However, I think I do not fall into this
category. This is because I myself take the purchasing decisions. Once the marketers launch a
particular product in the market, some of the customers crave for buying the product. They do
not think of examining all the features. This contradicts my personality, as I assess the
reliability and validity of the advertisements before stepping into the process of taking the
purchase decisions.
Here, I can make a comparison between the weekly purchases and the high volume
purchase product. In the weekly purchases, the peer pressure is high. On the other hand, in
the purchases related to my self-actualization needs, my purchasing power overpowers the
peer reviews and suggestions. The weekly purchases like oven fresh chicken, pizza, rice,
soup, pork are the purchases related to the satisfaction of the self-esteem. This is because of
the urge to increase the status by picking the foods, which my fellow classmates are having.
The high volume purchase product is based on the self-actualization needs. Laptop helps me
in going through the diverse study materials, which would help me in proving my educational
capability.

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Laptop contradicts the purchases like beer, tortilla, pizza. This is because laptop is a
need-based purchase and others are just an answer to the temporary cravings to enhance the
social status. Herein, lays the appropriateness of the behavioural theories, which determines
my character as a customer. Giving preference to the purchase of laptop over the other usual
weekly purchases is my reasoned and planned action. This is in terms of enhancing my
purchasing power and decisions. Rationality and consciousness in this selection is an
indication of my maturity. Matured behaviour from customers like me is a challenge for the
marketers in terms of manufacturing quality products. Preferring quality in the manufactured
products enhance the bargaining power of the buyers. Presence of planning in my purchase
decisions would upgrade my decision-making process.
In most of my purchases, I take my own decisions instead of adhering to the peer
reviews and suggestions. Along with this, the convenience factor is more than the factors of
taste, health and quality. I considered all the other options and selected the option, which I
thought was the best. There was variation in the motivational needs as well as the sources
from where I bought the products. Consistency in the time towards searching the product
reflects my capacity towards taking rapid and spontaneous decisions. This is also applicable
in terms of purchasing the laptop. Spontaneity in the purchase decision about laptop reflects
my bargaining power in terms of fulfilling my self-actualization needs. If I had listened to the
peer reviews and suggestions, it would have adversely affected my academic performance,
delaying my career establishment.
In terms of the purchases, I had the motivation to purchase quality and branded
products. This was without the consideration of the features like taste, quality and
convenience. However, seeing my peers, I became conscious of the branded products. Here, I
can cite an example. One of my friends told me about the Dell laptops, which were in latest
fashion. However, I exercised my own evaluation before purchasing it. This helped me to

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prevent the instances of being deceived through false promises. I conducted a market survey
about the laptops and found positive reviews. This helped to undertake the decision of
purchasing it. After purchasing it, I felt satisfied with the customer service.
Motivation is important in terms of carrying out the basic activities. This is also
applicable in terms of purchasing the products. Herein I can relate the motivational theory,
which caters to the parameters needed for fulfilling the basic survival needs. In my case, the
self-actualization attains the highest nominations. If my friends, family members and peers
did not motivate me, I would not have been successful in nominating laptop as my high
volume purchase product. This motivation enhanced my awareness regarding my actual
needs for self-establishment. Motivation also upgraded my decision-making power towards
making efficient and effective purchases for emerging as a successful customer.
Psychological needs are crucial for catering to the specific needs, demands and
requirements of me. One wrong step in this direction adversely affects the psychology of the
customers. Therefore, consumer ethics needs to be adhered in terms of the achieving loyalty,
trust and dependence from the customers. Complying with the terms and conditions of
Consumer Protection Act helps in ensuring the wellbeing of the customers. While making
decisions of purchasing a laptop, I did not go by the stereotypical advertisements. This is
because I think these advertisements hurt the individual sentiments of the customers, which is
a compromise with their psychological needs.
Female customers take lot of time for selecting the products and services. This is
because, they get influenced by the peer reviews and suggestions, which deviate them from
their purchasing decisions. I am exempted from this category, as I took only 10 minutes for
selecting the fast food of my choice. This reflects the spontaneity with which I take my

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purchasing decisions. I have seen that when I am with my friends, I can purchase the products
according to the decisions, which I have made. This does not happen when I am alone or with
my family members. This is because of the difference in opinions, which ends up in not
buying the product or buying other products, which was not in the plans. While buying
laptop, I looked towards the suitability, usefulness and feasibility. This took a long time in the
purchase. However, I think sometimes careful planning before the purchase leads to positive
results. Moreover, it assists customers like me to prevent the instances of being deceived
through false promises.
Most of the products have substitutes, which are recommended by the peers and
relatives. These alternatives mostly consist of adulterated materials, which are not always
good for the customers. Schemes, discounts and offers are introduced for increasing the sales
of these substitutes. Therefore, the product specifications need to be properly examined
before making the decisions to purchase the products.
Future scope
Currently, I am a student. However, in the future life certain changes may come in my
purchasing behaviour. Peer reviews may not help me in influencing my purchasing
behaviour. My self-dependent nature would act as an opportunity in terms of do efficient
shopping. This nature can prove fruitful in terms of taking effective decisions, not only for
shopping but also for the other activities. Peer reviews and suggestions are an inevitable
issue. However, I need to seek ways and means, which would be effective in making me self-
independent. Evaluation is needed in terms of assessing the effectiveness of the exposed
behaviour towards the purchasing.

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