Marketing Theories of Consumer Behaviour

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

2MARKETING MANAGEMENT
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