BUMKT5902 Marketing Management: Consumer Behavior Analysis

This report provides a comprehensive analysis of consumer behavior and purchase patterns over a seven-day period, utilizing marketing theories and concepts to understand consumer decision-making. It identifies social, cultural, and psychographic factors influencing purchasing decisions, particularly the increased involvement required for high-value products like a luxury duplex. The analysis contrasts habitual buying behavior with the more complex decision-making process involved in high-involvement purchases, highlighting the role of brand reputation, convenience, and quality. Furthermore, the report examines payment methods, purchase modes, and the time consumers spend on product selection, revealing the significant impact of online platforms and luxury brand preferences. It concludes by emphasizing how marketers can leverage these insights to develop a deeper understanding of consumer behavior and refine their marketing strategies.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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Executive summary
This paper is concerned with the study of consumer behaviour and their patterns of consumption
through the appropriate theoretical framework of marketing strategies and concepts. In this paper
it was found that the social, cultural, general and psychographic factors of the consumer has an
impact on the decision-making process. It was found that during the purchase of high-
involvement products, a consumer requires more time and invests more research as compared to
the products consumed on a habitual basis. It also found that internet has become a key tool for
the method of payment, researching about a product and purchasing products for the consumer.

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Table of Contents
Introduction......................................................................................................................................3
Description of the consumer and the target segment.......................................................................4
Analysis of the consumer: Behavior marketing theories and concepts...........................................6
Physiological factors involved in the purchase of the products..................................................6
Method of payment......................................................................................................................8
Mode of purchase........................................................................................................................9
Time spent in selection of the products.......................................................................................9
Availability of alternatives........................................................................................................10
Cultural factors..........................................................................................................................10
High-involvement product.............................................................................................................11
Analysis Purchasing behavior vs. purchasing of high involvement..........................................12
Key overall insights about the brand.............................................................................................13
References and bibliography.........................................................................................................14
Appendix........................................................................................................................................16

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Introduction
The aim of this report is to evaluate the expenditure and the purchasing habits of the
consumer; stretched over a period of seven days. This report provides an insight on the
consumption pattern of the consumer for the duration of seven days. The broader aim of the
report is to formulate an understanding of the behaviour of the consumers and analyse their
spending power stretched across a period of seven days. An understanding of the consumption
pattern of the consumer is crucial in having direction about the right kind of marketing mix
strategy that needs to be adopted while making decisions consumption patterns. The term
consumer behaviour refers to the process of decision making and actions of people that informs
and influences the buying and purchasing power of people (Gu, Park & Konana, 2012). There
are ranges of factors that have implications on the knowledge and experience of the consumer
and enable the consumers to swift decisions about the products they will buy. Regarding the
issue of consumption pattern it has been found that there are some consumers who make quick
decisions and there are other consumers who show greater level of involvement during the
decision making process. This level of commitment may be understood as the buying decisions
that are routine in the lives of the individual. The consumption pattern of the consumer enables
to understand the low, high or limited involvement of the consumer. This is not to be confused in

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terms of products. In case of purchasing a commodity like a house, a consumer may require more
involvement.
This paper is concerned with locating and identifying the consumer within the marketing
mix and critically analyzes the consumption pattern in terms of demographics, personality traits,
identification of the value segments and psychographics. Roy Morgan has envisaged this. The
next section of this paper provides an elaborate detail about my consumption patter over the past
seven days and analyzes the factors that have informed the decision-making process. The
following section of the paper examines the thoughts that went behind in purchasing a high-
involvement product in this case a luxurious duplex in Perth. A set of marketing theories,
consumer behaviour theories and key concepts of consumption has been used to understand the
decision-making process. The final segment of this paper is concerned with the ways marketers
tap this information on consumption and consumer behaviour to develop deeper and
perspicacious understanding of the consumer behaviour through the techniques and theoretical
framework of appropriate marketing theories and concepts.
Description of the consumer and the target segment
In this case, the consumer has been identified as 30-year old woman Kiwi Wilson who
has been recently married and lives with her husband in Perth. She has earned a combined
master’s degree in fashion technology and fashion business from the University of Australia. She
owns a promerian dog and takes keen interest in arts and aesthetics. Born in Queensland, Kiwi
moved to Perth post her marriage and is currently employed with a fashion print magazine
agency. She also has her own boutique store where she sells her signature label.

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The consumer, Kiwi Wilson was born in the year 1991 and belongs to the millennial or
the baby boomer generation (1985-1997). According to the research conducted by Roy Morgan
on the segment of Value Segment, the consumer manifests disposition towards the liberal
democratic ideology. This can be assumed from her brand preferences as she is prone to
experimentation but at the same time stays loyal to trusted, high-end and luxury brands. She
invests her trust in terms of quality as well as trend. She is determined to pay the price for the
product given that the product lives upto her expectations and there is quality maintained on the
product. She is ready to pay the price for the value of money. Therefore, it can be stated that the
consumer, Kiwi Wilson has a penchant for luxury products and yet those that make a statement
and enables her to maintain her status.
According to Armstrong, Denize and Kotler (2014), personality and personality types
helps in determining as it can be useful in the analysis of the consumer behavior for the purchase
of certain kind of products or making decisions in terms of brands. According to Myers and
Briggs Personality Type Test (MBI Typology 2013) the consumer has been recognized as ISTJ
that refers to Introversion, Sensing, thinking, Judging). This has the following personality traits
like responsibility, analytical, sincere, realistic, reserved, hardworking and systematic, and
trustworthy with the ability to make sound judgments (Cornelissen, 2002) People who are
classified under this group are an attention towards facts and details and their interest in the
present context compared to the future. People under this group are found to be observant and
circumspective. These people are subjective, practical, logical, impeccable and well-organized.
In case of the psychographic factors it has been found that the consumer, Kiwi Wilson is
a fashion enthusiast and loves collecting dresses. She is also into reading fashion magazines and
keeps herself updated with the latest in the world of fashion. It has been found that she is a

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fitness enthusiast and immensely takes care of herself. She routinely purchases make-up products
and spends a considerable amount of time in the gym. She has always been ambitious, driven and
an enterprising person. Studies have shown that personal traits have bearing on the consumption
pattern of the person and reflect in their choice of products.
Analysis of the consumer: Behavior marketing theories and concepts
A quick look through the number of products purchased by the Kiwi Wilson over the
period of seven days, it has been found that she has purchased almost 60 products and has spent
more than 2 million Australian Dollar. For the week, a record was maintained detailing each of
the items purchased by the consumer and the concomitant factors of these products. In the
following section, there will be a discussion of the factors that may have influenced the behavior
of the consumer in a detailed manner.
Physiological factors involved in the purchase of the products
Based on the above data it can be stated that the motivational factors involved in the
purchase of each of the products of the consumer. The five physiological factors recognized by
Noltemeyer, Bush, Patton, and Bergen (2012) comprise of the basic needs that are configured in
the hierarchy from the lower to the higher order are indispensable for the existence of human
beings.
As per the data entered in Table 1, it can be said that psychological factor plays an important role
in a large number of purchases.. These purchases have been recognized by Poston (2014) in
Maslow’s hierarchy of the needs this is associated with the most basic needs that includes water,
warmth, food and rest. Therefore, it makes sense that why such a large number of purchases that
were made over the past few weeks are subsumed within this category.

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Physiological Driver for Purchase
Psychological 82%
Social 13%
Self-Actualisation 4%
Safety 0%
Esteem 0%
The data further represents only 13 per cent of the purchases were motivated by the social factor.
It has been found that there are key factors that influence the consumption pattern of the of the
consumer. In this case, the biggest influence was in terms of the reputation of the brand (45 %),
secondly it was the convenience (20 %) and thirdly it was the quality of the product (16%). In
the consumer description, it was mentioned that the consumer being a qualified fashion designer
and being conscious about status symbol is inclined towards products based on the reputation of
the brand in the market (Rucker & Galinsky 2009). She leads a high-profile lifestyle and
therefore, the brand consciousness reflected in her consumption pattern does not come as a
surprise.
Some of the products consumed by Kiwi Wilson over the period of seven days is on Day
1 she purchased a Gucci bag, on Day 2 she purchased a Dolce 7 Gabanna sunglass, on Day 3 she
purchased tofu and mushroom, on Day 4 she purchased Luis Vuitton shoes and so on. All the

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purchases made during the one week demonstrate that she is inclined towards luxury products
and it is the factor of brand reputation that determines her choice.
Key Purchase Factors
Convenience 37%
Product reputation 52%
Quality 56%
Service 8%
Incentive 5%
Gift 3%
Price 2%
Table 2: Key Purchase Factors
Method of payment
The method of payment adopted the consumer in case of all the products were a
combination of credit card, Paypal and shopping credits that she collected on luxury shopping
portal. She made a small amount of purchase using the medium of cash nad mostly made
payment through credit card.
Payment Method
Pay Pal 38%
Credit card 45%
Shopping credits 14%
Cash 3%

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Mode of purchase
In the case of Kiwi Wilson, three separate modes of payment have been observed . These
are in-store, online and drive through as modes of purchase made over the course of seven days.
Since she provides strong emphasis on luxury labels, purchasing products online is a good
option as all the major fashion label have their products available online.
Mode of Purchase
In store 14%
Online 80%
Drive through 6%
Time spent in selection of the products
Kiwi Wilson spends a considerable amount of time in the selection of the products as it
has been found that she takes between 111 and 20 minutes to make the decision about the
product. This demonstrates her attitude to stay on-trend and makes calculative decisions
regarding the suitability of the product.
Purchase Selection Time
< 1 minute 2%
2-5 minutes 20%
6-10 minutes 4%

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11-20 minutes 71%
>21 minutes 2%
Availability of alternatives
Kiwi Wilson was particular about choosing products that cater to her taste and that would
enable her to experiment. Therefore, not much alternative was available in her case.
Alternative Choice Available
Yes 20%
No 80%
Cultural factors
The term culture refers to the values possessed by an individual that have profound
implications on the behavior of the consumer and their pattern of consumption. Business leaders
need to understand the cultural factors that inform the decision making process of the consumer.
Consumer undertakes a range of unconscious decisions that are informed by the cultural factors
in the purchase of the products. Kiwi has shown inclination for brands that are luxury labels,
known for their quality and is a status symbol for the consumer. Therefore, it can be stated that
she belongs to the affluent class.

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High-involvement product
The consumer has recently purchased palatial sea-facing duplex. Some of the features of
this duplex are as follows- It has two car garage, that is insulated with dry walls and is fire-taped,
there are 26 tall vanities in the washroom and smoke detectors and an alarm to alert about
carbon monoxide that comes with a batter back-up. There are stainless steel appliances, there
power coat that guard the metal coat and railings and there are full-length mirrors situated at the
top of the vanity. The duplex house has been considered as a high-involvement product due to a
number of factors because of the high price of the product ($1,999 AUD), the time invested in
purchasing the product as it is a property and involves a lifetime investment.
Analysis-Factors that have influenced the purchase of high-involvement product
Purchasing a high-involvement product entails a range of factors. In the stage of
recognition, the consumer identifies the need to but a duplex. Since the duplex relates to the real
estate it can be stated that it is important as a person will be inhabiting there for the lifetime.
Another factor that makes the duplex a high-involvement commodity is that it has a resell value
and can be sold to others. It can also be used for renting for film shoot or organizing events. A
considerable amount of money can be made through the duplex. On the hand, the duplex is a
luxury property given the features of the duplex. The consumer can stay in a less expensive
house, however she chose the duplex as it provides all cutting-edge facilities, scenic view and a
spectacular garden that elevates its aesthetic appeal. As per the study of Rageh Ismail and
Spinelli (2011), consumers prefer products. In this instance, Kiwi Wilson has purchased the
luxury property for a comfortable living especially during the summers.