Marketing Management - Assignment

Qualification GDM
Module Name Marketing Management
Module Number 404
Assignment Title Consumer Behaviour: Concept, Process and
Influencing Factors
Name of Candidate Thilakaraj Pamilashini
Candidate No. 449111813
Submission Date 28.09.2020
Word Count 1878

Table of Content
1. Introduction
1.1 Background of the company
2. Theoretical perspective and analysis
2.1. Concept of consumer behaviour
2.2. Consumer characteristics that influence buying behaviour
2.3. Key psychological processes that influence buying behaviour
3. Buying decision process: Five-Stage model
4. Recommendation
5. Conclusion
6. Reference list

Introduction
Consumer Buying Behaviour influence the individual in what he is and the consumer in
his decision making process, shopping habits, purchasing behavior, the brands he buys
or the retailers he goes. A purchase decision is the result of each and every one of these
factors. An indiv idual and a consumer is led by his culture, his subculture, his social class,
his membership groups, his family, his personality, his psychological factors.
According to Kottler and Keller (2018), Consumer behaviour is the study of how
individuals, groups, and organizations select, buy, use, and eliminate goods, service,
ideas, or experience to satisfy their wants and needs .
During this report, firstly brand introduction will happen and flowingly the concept of
consumer behaviour. Secondly, consumer characteristics that influence buying behaviour
and vital psychological processes that influence buying behaviour are going to be
discussed. Thirdly the five-stage model of shopping for decision process are going to be
considered, and eventually, recommendation and conclusion will happen .
The purpose of this report is to identify the consumer buying behaviour towards Maliban
Biscuits, which is a brand of Ceylon Biscuit Limited (CBL) and how the consumer selects,
use or dispose of purchasing.
1.1 Background of the company
Maliban is a brand owned by Ceylon Biscuit Limited which was established in the early
1980s. Maliban as a brand that holds 12 subcategories in biscuits and nearly more than
100 additional products. The brand carries a variety of products that suits all gender and
all age groups; their product range cater to caters newborn babies to older adults. CBL
holds 60 per cent of the current market share in Srilanka and Maliban as a biscuit brand
holds nearly 70 per cent of the market share. (Our product, 2020).

2.1 Concept of consumer behaviour
Consumer behaviour is a decision making process and physical activity involved in
obtaining, assessing, using and disposing of goods and services (SWARBROOKE,
2007). Similarly, according to Akhter (2009), consumer behaviour is the decision making
a trend of a person when it comes to spending money on the consumption of good or
service. Conversely, consumer behaviour is the physical, emotional and mental activities
peoples do when they want to use, select, purchase, or throw the merchandise
services that might fulfil their needs. These factors create the question like what to shop
for when to shop for where to shop for and the way to use. Further
consumer behaviour may be a compilation of steps which are, identifying the
necessity trying to find ways to fulfil the need, plan to satisfy the need,analyze available
information and set an idea to realize the specified need (Rehman, Bin Md Yusoff, Bin
Mohamed Zabri and Binti Ismail, 2017).However, According to Richard, Loury & David
(2013), buy aim characterized as the chance and eagerness of purchaser to buy a
particular decent or administration in future.
2.2 Consumer characteristics that influence buying behaviour
A consumers buying behaviour influenced by three main factors which are cultural, social
and personal.
2.2.1 Cultural Factors
Culture is defined as the mutual understanding within the circle of innovations, symbols
and standards that separate one group of individuals from another (Merz, He and Alden,
2008). Cultural factors such as nationalities, religion, race do not affect on Maliban
because the products of Maliban are more likely consumed by everyone regardless of the
cultural elements. For an example Maliban has Faluda Marie which mostly cater a
specific culture they need to innovate products that will cater other cultures also.