Science of Consumer Behaviour: Cognitive Analysis of Consumer Behaviour

Cognitive Analysis of Consumer Behaviour
Student Details
5/29/2019

SCIENCE OF CONSUMER BEHAVIOUR
Executive Summary
The market is all about satisfying the needs of consumers. It can be achieved by analyzing their
decision-making process and the behavior behind it. In this project, an attempt is made to
identify and analyze the respective behavior of three respondents with the help of the survey. It is
done in order to get knowledge about the effect of personality and demographic factors on the
purchase decision made by those respondents. This is done with the help of some theories of
personality and demographics. With the help of this report, the science behind buying behavior
of customers can be known and analyzed in further studies. It is concluded in the study that the
buying behavior of respondent four more focus on the brand of the vehicles, respondent three
focuses on brand and price moderately and respondent one mainly pays to focus on the low
priced product. At the end of the study gave some suggestions to companies present around in
the world, to satisfy their customers with the help of learning and memory theory.
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SCIENCE OF CONSUMER BEHAVIOUR
Contents
Introduction......................................................................................................................................4
Personality Theories and Response Analysis..................................................................................4
Trait Personality Theory..............................................................................................................5
Humanist Personality theory........................................................................................................6
Demographic Theories and Response Analysis..............................................................................7
Cornucopian Demographics Theory............................................................................................7
Demographic Transition Theory..................................................................................................8
Recommendations............................................................................................................................9
Bibliography..................................................................................................................................11
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SCIENCE OF CONSUMER BEHAVIOUR
Introduction
When a consumer goes for the purchase of a particular product then that purchase
decision is based on a process of decision-making. With the help of this process, the customer is
able to make rational decisions and make the purchase of the desired product (Lumen, 2019).
Buying decision-making is a psychological process, which needs research and knowledge of the
desired product (Eysenck, 2012). In order to be competitive in the market, it is the
responsibility of the companies to look into different buying behaviors of their target customers
and launch or promote their product accordingly (Batenburg, Walbeek, & Maur, 2013).
In the assignment, an attempt is made in order to identify the buying decision-making
process of selected three respondents. It is done by analyzing the responses given by them in a
survey. Their decisions are analyzed by comparing the choices they made, with the help of two
personality and demographic theories. According to analysis, recommendations are also made
for the shopkeepers of a motor vehicle that are considered in the survey. The recommendations
are based on theories of learning and memory.
Personality Theories and Response Analysis
Personality is the external and internal state of a person that defines as attitude, behavior,
etc towards an outside stimulus (Lewin, 2013). Every person has a different personality, and
the reaction they made against a situation can be a bit different from others (Epstein, 2012)
(United, 2019). There are many theories of personality and in this assignment; the responses of
three persons are analyzed with the trait and humanist theories of personality.
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