Consumer Behaviour Assignment Sample
Added on 2021-06-17
19 Pages2939 Words43 Views
Running Head: SCIENCE OF CONSUMER BEHAVIOURScience of Consumer BehaviourName of the StudentName of the UniversityCourse ID
SCIENCE OF CONSUMER BEHAVIOUR1Executive Summary The theory of consumer behavior has an important role to play in understanding attitudes ofbusiness client and deciding marketing strategy. Several factors can influence consumers’decision (Frederiks, Stenner & Hobman, 2015). The paper applies theory of consumer behaviorin deciding choice of laptop. Behavior of different consumers are analyzed using demographic,social, cultural, personal and economic factors.
SCIENCE OF CONSUMER BEHAVIOUR2Table of Contents1.Introduction...................................................................................................................................31.1 Background............................................................................................................................31.2 Problem Statement.................................................................................................................31.3 Aim of the Research..............................................................................................................31.4 Research Objective................................................................................................................42. Findings and Analysis..................................................................................................................42.1 Demographics of respondents................................................................................................52.2 Personality of respondents.....................................................................................................62.3 Analysis of responses............................................................................................................73. Discussion..................................................................................................................................123.1 Economic factors.................................................................................................................123.2 Demographic, social and cultural factor..............................................................................133.3 Personality factors...............................................................................................................144. Recommendation.......................................................................................................................145. Conclusion.................................................................................................................................146. References list............................................................................................................................16
SCIENCE OF CONSUMER BEHAVIOUR31.Introduction1.1 BackgroundIn any business decision behavior of consumers plays an important role. Consumers arethe targeted group of people for whom goods and services are produced. Consumers take theirown decision regarding how much money they are willing to spend on goods and services(Solomon et al., 2014). Theory of consumer behavior is the study of consumers’ preference andchoices and finally cater to the decision making process of consumers. Decision of consumersinvolves six main stages. In the first stage consumers identify their needs (Anker et al., 2015).The second stage involve collecting information as much as possible about goods of their choice.In the third stage consumer evaluates the available alternatives. After that consumers decide theirown purchase criteria to select one particular good. Then come the last stage where evaluation ismade regarding the satisfaction level reached by the individual from the purchase made. Thereare a number of factors that influences purchase decision of a consumers (Yadav & Pathak,2016). These factors can be classified as demographic factor, personality, cultural background,economic and social factor.1.2 Problem Statement In a technologically sound world, purchasing decision of laptop is a crucial consumptiondecision (Jayasingh & Eze, 2015). The paper evaluates purchasing decision related to fivedifferent laptop model having different specifications. Laptop choices of three differentindividuals are evaluated based on designed survey question.1.3 Aim of the Research
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