BUMKT5902: Consumer Behavior Analysis - A Seven-Day Purchase Report

This report analyzes a consumer's purchasing behavior over seven days, examining both low and high involvement purchases. The analysis includes demographic and psychographic profiling, psychological factors influencing purchasing decisions, and a comparison between routine weekly purchases and a significant high-involvement purchase (a smartphone). The study identifies the consumer's preference for branded products, the role of brand image and perceived quality in high-involvement decisions, and the influence of social factors and personal requirements on buying choices. The report also touches upon the consumer's monthly and weekly expenditure patterns, purchase methods, and mode of purchase, concluding with key insights into attracting similar consumers through effective marketing strategies. Desklib provides a platform for students to access similar solved assignments and past papers.

Running head: BUSINESS ANALYSIS
BUSINESS ANALYSIS
Name of the Student
Name of the University
Author Note

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Executive summary
The study aims to show the purchasing behaviour of a consumer. It will include the various
factors that affect the purchasing behaviour of an individual. The consumer will be analysed
on various basis such as psychology, choosing style, brand preference and few more. The
study will also show a purchase plan of seven days and a high involvement purchase in the
same week. The study will show a comparison between two product and how the consumer
selects the product in the high-involvement purchase. The study ends with a market analysis
and how such consumers should be attracted by any company or business organization.
Regarding the consumer behavior of the person it can be seen that that she purchases
random product she judges them on the basis of her liking and price. At the same time when
she is buying with high involvement she prefers to buy the product will complete assessment
and review. She believes to buy a high involvement product by judging it based on the brand
type and popularity of the brand. She is highly influenced by the brand name and product
type. She is very selective about the brand, prefers to buy product that are reputed, and
assures a quality product. She also scrutinizes the product and calculates the features that
fulfil her preference. Thus, it can be said that she has two different perspective for two
different product type.

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Table of Contents
1. Introduction:...........................................................................................................................3
2. Description of the consumer:.................................................................................................3
Demographics:.......................................................................................................................3
Psychographics.......................................................................................................................4
Personality traits.....................................................................................................................4
3. Analysis of overall purchase behaviour.................................................................................5
3.1 Psychological diverse of the purchasing behaviour.........................................................5
3.2 Factors of purchasing behaviour......................................................................................6
3.3 Purchase method:.............................................................................................................8
3.4 Mode of purchase:............................................................................................................9
3.5 Time spent on selecting the products:..............................................................................9
3.6 Comparison......................................................................................................................9
4. High involvement product description:................................................................................10
5. Factors influencing purchase of high-involvement product:...............................................11
6. Purchasing behaviour vs. high-involvement purchase.........................................................12
7. Key overall insight:..............................................................................................................13
References:...............................................................................................................................16
Appendix:.................................................................................................................................18

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1. Introduction:
The marketing or purchasing strategies are determined by various factors that
influence the buyer to buy the particular product. The primary reasons that determine the
marketing strategies are the budget, choice, requirement, social influence, affordability and
availability (Abd-El-Salam,Shawky & El-Nahas, 2013). The study will discuss about the
marketing analysis done on an individual consumer on the basis of a seven day purchase. The
purchase will include low and high involvement purchase and the reasons for selecting such
type. The purchase will be done on the basis of requirement and luxury of the individual
customer.
It will detail the type of purchase, type of consumer, selection reason, alternate
selection and reason for rejecting the alternate option, deciding time, calculations, effort and
customers preference. It will show a typical contrast between the high involvement and low
involvement expenditure (Choi et al., 2013). It will clearly show the effective and efficient
market analysis and demand for product in the market. The study will help the brand or
organizations to understand the consumer type and their preference type which will help them
to create products for such typical consumers. The study will mainly focus on the customer
analysis and their purchasing strategies, followed by a clear review about the consumer which
will help the company or business organization to change their marketing strategy to reach
such consumers.
2. Description of the consumer:
Demographics:
Age 32
Gender Female
Marital status Divorced

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Family Lives one child
Education level Holds Master degree. Currently working at a MNC in high post.
Income $110,270.00
Occupation Recruiting head in a MNC
Generational cohort Generation Y
Value segment Socially Aware & Optimism
Psychographics
The consumer:
 Completely family oriented
 Spends her free time with her son
 Highly busy with work pressure
 Concerned about health and fitness
 Saves for son’s education
 Loves to shop but gets very less time
 Brand oriented
 Interested in food and loves to cook
 Likes to buy gift for son
 Spends an average amount in salon and beauty care
 Likes to safe
 Not interested in vacations
 Often goes for dinner or outing with son
Personality traits
The big five test was applied on the consumer and the result are as follows:
“Big Five” trait Outofservice.com Truity.com

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Openness 63.00% 100.00%
Conscientiousness 84.00% 85.00%
Extraversion 6.00% 53.00%
Agreeableness 37.00% 63.00%
Neuroticism 48.00% 55.00%
The above test was done on the consumer to identify her preference and purchasing
pattern. The result determines the purchasing strategies of an individual. It reflects the
analysing limitation of an individual with an approximate idea of what type of products the
person might purchase. From the above study it can be concluded that the consumer is a
reflective person as she has a high score in openness. The imaginative power of the consumer
is high. Her score in conscientiousness is highwhich means she has a tendency to scrutinize
and study the product before purchasing and selecting a product(Wu, Yeh& Woodside,
2014).
She studies bout the product before purchasing and is calculative about the purchase. She
is highly dependent on brand quality even though she scrutinizes and selects among the
brands. She has a low score in Neuroticism which means she has a lot of patience and
purchases a product with a lot of patience and judgement. These type of consumer’s are
highly selective about their product and prefers only the one they like. They are difficult to
convince and thusproper branding is very important for such consumers. The consumer
mentioned here has a tendency to prefer branded products and premium products. She is also
interested for discount and sale but that too in an established shop.
3. Analysis of overall purchase behaviour
3.1 Psychological diverse of the purchasing behaviour
The monthly and weekly expenditure of the consumer are as follows:

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She spends $1200 every month for her son’s school fee. She spends $200 for her
son’s football session. The household expenditure including the bills and rents totals up to
$3000. She also spends $200 for her yoga class, as it is mentioned earlier that she is a fitness
conscious person. The grocery and fruits total up to an expenditure of $500. The above
expenditure are monthly and has to be spent by her on a monthly basis.
She has few weekly expenditure that includes her transportation fee, her son’s transportation
fee, and her salon expenditure that sums up to $1000. These are her regular expenditure has
she makes every week and month.
From the above study it is clear that the consumer is choosy and her preference for
product depends on the attractiveness and looks of the product. She prefers to buy any
product that suits her choice and she finds attractive. The brand is not a factor, however she
has bought something which was not required for her. This can mean that the necessity
products are bought depending on the brands but she also likes to buy general product that is
attractive and appealing to her. She is calculative about her expenditure but random
purchasing are also a part of her purchasing pattern. She is selective about the product and
prefers to buy the product depending how well the product suits her.
This month she needed a mobile phone for her son. It was becoming difficult for her to
communicate with her son so she decided to buy him a smart phone. It was again a sudden
plan. She decided to buy her son a new smart phone communicating with him when she is at
work.
3.2 Factors of purchasing behaviour
The factors that influenced the consumer to buy the product were:
As mentioned earlier the consumer is very much fond of branded products and prefers
to buy the branded product instead of buying local product. She might have a belief of using a
proper brand for a long time instead of changing the product by using local brands. The

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happened in this case also. She decided to buy the phone among the top brands in the digital
world. As it is known that Apple is one of the reputed brand for digital product and electronic
products hence she decided to buy the product of Apple. The features attracted her too and
she felt that the product would be best suited for her and thus she bought the product. Before
buying the product she enquired about the product and got review from her colleagues. She
was aware of the brand name but was not sure about the model type.
The price was $920. The requirement for the phone was basically to communicate as
her son did not have much demand for the remaining features. She purposely bought a smart
phone with variety of features as she felt the necessity to teach her son about the use of latest
phone and technology. The primary need was fulfilled along with her different perception
that she had and intended to buy the phone. She bought the phone as she liked the features
herself and felt her son might find interest in the phone as it has good picture quality and
memory. The images will be of high quality that will attract her son to use the phone. The
memory would be used by him to store games which once again will be highly attractive to
her son (Ensworth& Reynolds, 2015, April). Thus she decided to buy this phone. The price of
the phone was also in her budget and altogether she did not have any problem buying the
phone. Initially she has decided to buy a Micro Max phone with similar features. However,
later on she changes her opinion about the phone. There were few areas where the two
differed and she chose to buy Apple over Micro Max. The difference between the brands
were :
Features: Apple Micro max
Ram 3GB 2GB
OS 1.4GHz quad core Quad core
Rare camera 13 MP 12MP
Camera 16MP 7MP

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Battery capacity 2900mAH 1960mAH
Resolution 720*1440 pixels 750*1334 pixels
The features in Apple were better than the other brand and thus she decided to buy the
selected brand. The brand was not only superior to other brands but also an assured quality
producer. Their product are undoubtedly the best product and has been selected by most of
the people. The suggestion and the brand had influenced her and at the same time the brand
image supported her to buy the product. Being a brand preferred women she selected the
superior brand and gave the best product to her son.
3.3 The Three P
Promotion- The promotion of the product that are purchased by the consumers are very
general and common in the market. This they do not require much promotion. These brands
are local brands and has a very less intention to promote their product.
Product - The product that the consumer purchases on a weekly purpose are general
product for regular use. The product that has been mentioned here is bread that the pasta
which is common food product. There are few local and international product but the product
is commonly used by all.
Price- The price of the product is minimum and it is a low investment product. The
consumer purchases low involvement product on weekly purchase and does not incurr a huge
expenditure by the consumer.
3.3 Purchase method:
The consumer buys the product mostly by using debit cards. The credit is used by the
consumer only for high-involved transactions. She also uses cash for buying small scale
products in the market. The consumer prefers to make card payment rather than cash
payments.

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3.4 Mode of purchase:
The consumer uses two mode of purchase that includes in-store and online. The consumer
uses online purchase system more than any other system as she has very less time to go out
and purchase products. The consumer likes to choose her product and buy them, hence
whenever she cannot go out and buy her products she prefers to buy it from online store.
3.5 Time spent on selecting the products:
The consumer is very choosy and takes a lot of time to select her product. She shows
interest to try new things but before that she likes to investigate about the brand and trend and
then take her decision.
<1 minute 30%
2-5 minutes 40%
6-10 minutes 20%
11-20minutes 5%
>30minutes 4%
3.6 Comparison
Initially she has decided to buy a Micro Max phone with similar features. However,
later on she changes her opinion about the phone. There were few areas where the two
differed and she chose to buy Apple over Micro Max. The difference between the brands
were:
Features: Apple Micro max
Ram 3GB 2GB
OS 1.4GHz quad core Quad core
Rare camera 13 MP 12MP

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Camera 16MP 7MP
Battery capacity 2900mAH 1960mAH
Resolution 720*1440 pi xels 750*1334 pi xels
The features in Apple were better than the other brand and thus she decided to buy the
selected brand. The brand was not only superior to other brands but also an assured quality
producer. Their product are undoubtedly the best product and has been selected by most of
the people. The suggestion and the brand had influenced her and at the same time the brand
image supported her to buy the product. Being a brand conscious woman she selected the
superior brand and gave the best product to her son.
4. High involvement product description:
This month she also needed a mobile phone for her son. It was becoming difficult for
her to communicate with her son so she decided to buy him a smart phone. It was again a
sudden plan. She decided to buy her son a new smart phone communicating with him when
she is at work.
The nominated high involvement product that the consumer decided to purchase was
a smart phone. It was an Apple phone. The key feature of the phone are as follow:
Display 4.70 inch
Processor Quad-core
Front camera 7mp
Resolution 750*1334

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Storage 32GB
Rear camera 12 P
5. Factors influencing purchase of high-involvement product:
The primary reason for buying this were:
 It was attractive and liked by her
 On trying the glass suited her.
 The shopkeeper assured her a quality product
 The product could be returned if got damaged within two months of purchase
 The price was comparatively low
 The type of the glass was on trend
 She looked nice in that pair
The five factors that are in place in the purchase of high-involvement products are
product features, differentiation, product fit with the customer, price and after sales
service. The primary factor that influences the purchase of a high-involvement product is the
features of the product. In this case, the quality of glass was quite suitable for the concerned
person that attracted her to buy the product. The better the features of the product, it is more
likely that the consumer would be impressed and veer towards buying the product. The
second factor that influences the purchase of high-involvement product is differentiation.
Along with the specific features of the product, the brand needs to distinguish itself from the
competitors. In this case, the pair of glass purchased by the consumer is found in other brands
too but it is the specific brand that attracted her towards the brand. The third factor of product
fit with the requirement of the customer is that the brand needs to have the right features that
would be compatible with the aesthetics of the customer. The fourth factor involved in the

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purchase is the price. It plays a major role in the purchase of high-involvement product in
determining the interest of the customer towards the product. Another factor for the purchase
is after sales service that is concerned with the service provided by the brand to the customer.
6. Purchasing behaviour vs. high-involvement purchase
The high involvement and low involvement purchase was a combination two distinct
product that has no link among each other. The product prices have a huge gap and has no
link among each other. The consumer has shown two variation while purchasing the two
products. She has been neutral while buying a pair of glass, not even considering the product
quality and brand. Whereas at the same time she was highly conscious about the brand while
buying the phone. The product was typically selected by her on the basis of the features and
brand of the product. It was sure that the consumer is not concerned about the price while
purchasing a product(Lusch&Vargo, 2014). The consumer bought the low invested product
with a random selection and did not bother about the quality or brand as she was sure that
even if the product did not last long she will not be cheated. The price was low and she
considered that to be the key point for buying a random products.
Product phone Pasta
Purchase type High-end product
Usual weekly
purchase
Cost $529 $2.80
Buyer behavior Complex Habitual
Time spent undertaking decision-making
process
1months <1 minute
Factors influencing the purchase Requirement
Lifestyle
Product/brand
reputation

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Financial
Number of alternative products considered 10 0
Is the consumer conscious of the decision-
making process during this purchase?
Yes No
Table 7: Comparison of high end product vs weekly purchase
7. Key overall insight:
Thus, it is clear that when it comes to random product she judges them on the basis of her
liking and price. At the same time when she is buying with high involvement she prefers to
buy the product will complete assessment and review. She believes to buy a high
involvement product by judging it on the basis of the brand type and popularity of the brand.
She is highly influenced by the brand name and product type. She is very selective about the
brand and prefers to buy product that are reputed and assures a quality product. She also
scrutinizes the product and calculates the features that fulfil her preference. Thus it can be
said that she has two different perspective for two different product type.
The requirement that such consumer types consider before purchasing the product are:
 Reviews matter that incur heavy cost
 Remains loyal to reputed brands
 Believes in one time purchase
 Scrutinizes about the product before purchasing it
 Small investment are made on the basis of attractiveness and likings
 Does not spend much effort for buying a low investment method
 Tends to buy the product which is best suited and that might expensive too.
Market analysis report:

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To judge such consumer it is required to know about their choice and preference.
Their buying technique and selection pattern are very important to know for such consumers.
The marketing brand can keep into consideration few things before branding to such
consumers:
 Maintaining a good reputation in the market: these consumer are highly brand oriented and
tries to make investment for long term product. They tend to buy a costly product that will
last for a long time. They do not think about the cost if the product is suitable
forthem(Guy,2013). Such consumers are asset to the company and they must keep good
relation with such consumers.
 Providing offers and discounts for such consumers: the consumer tends to buy small
investment product at a low price. If a branded company is giving discount and offers then
there are high chances that the consumers will prefer the brand over the other brands.
 Bringing latest and attractive product that will increase their scope to but the product: they
tend to buy attractive and innovative product that are new in the market. However the
product must be of moderate price. They do not tend to buy costly product without a
proper identity(Hill&Brierley,2017). Thus if the company is providing latest product and
innovative designs then the customers will automatically get attracted to such products.
 Do not change the product type: they are very loyal to the selected brand however if the
product is changes then there are high changes that the consumer might change their
preference and shift from that brand to another(Michalske, 2014).
 Do not increase the price to a high extend: these consumers try to go for small scale
investment for local products that might not have a proper lasting date. They tend to buy
such product only for a temporary use(Lemon &Verhoef, 2016).
 They generally tend to buy costly product if the brand is reputed enough for the price: they
buy costly product if the brand is reputed. Thus it will be easy for the reputed brand to

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incur heavy profit from such consumers(Solomon et al., 2014). But the middle level
companies can also try to attract such consumers either by starting proper branding of their
product or by decreasing the price of the product that will gain their interest. If they like
the product then a rise in price in the future days will not affect the consumer much.

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References:
Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image
and reputation on service quality, customer satisfaction and customer loyalty: testing
the mediating role. Case analysis in an international service company. Journal of
Business and Retail Management Research, 8(1).
Choi, C. H., Lee, J. E., Park, G. S., & Na, J. (2013). Voice of customer analysis for internet
shopping malls.
Ensworth, J. F., & Reynolds, M. S. (2015, April). Every smart phone is a backscatter reader:
Modulated backscatter compatibility with bluetooth 4.0 low energy (ble) devices. In RFID
(RFID), 2015 IEEE International Conference on (pp. 78-85). IEEE.
Guy, B. S. (2013). The marketing of altruistic causes: understanding why people
help. Journal of Services Marketing.
Hill, N., & Brierley, J. (2017). How to measure customer satisfaction. Routledge.
Lemon, K. N., &Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Lusch, R. F., &Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Michalske, S. C. (2014). U.S. Patent No. 8,910,299. Washington, DC: U.S. Patent and
Trademark Office.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., &Polegato, R.
(2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
Wu, P. L., Yeh, S. S., & Woodside, A. G. (2014). Applying complexity theory to deepen
service dominant logic: Configural analysis of customer experience-and-outcome

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assessments of professional services for personal transformations. Journal of Business
Research, 67(8), 1647-1670.

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Appendix:
Weekly expenditure of the consumer:

Running head: BUSINESS ANALYSIS
Monday Afternoon Restaurant University Debit <10 Minutes Peer Cheep, Easy, Everyone was doing it Convienience 1 Nil Café Fast Food Social
Tuesday Night Store Coles Debit <10 Minutes Nil Fast, Taste, Price Price 1 Oven fish, chicken Aisle Beef, Pork, Chicken Self Actualisation
wednessdayNight Store Coles Debit <10 Minutes Nil Health, Taste, Price Health 1 Trail Mix Aisle Cashews, Almonds, Trail mix Self Actualisation
Friday Night Store Coles Debit <10 Minutes Nil Taste, Desire, Quality Taste 1 Nil Nil Self Actualisation
friday Morning Restaurant Ballarista Debit <10 Minutes Peer taste, quality, convienience Convienience 2 crosont, foccasia Counter eggs, sandwich, muffi n Self Actualisation
Sunday Morning Restaurant Ballarista Debit <10 Minutes Nil taste, quality, convienience Quality 1 Nil Nil Esteem
Saturday Afternoon Restaurant saigon Cash <10 Minutes Peer peer, taste, quality Taste 2 rice, soup, pork Counter rice, soup, pork Esteem
sunday Night Restaurant KFC Cash <10 Minutes Nil convienience, taste, ease Convienience 1 nil McDonalds, Cook Self Actualisation
monday night Internet Land Lord Debit <10 Minutes Nil House, Live, Need Health 1 Nil Nil Psychological
Thursdaynight Internet Land Lord Debit <10 Minutes Nil House, Live, Need Health 1 Nil Nil Psychological
tuesday Morning Restaurant Ballarista Cash <10 Minutes Nil taste, quality, convienience Quality 1 Nil Nil Esteem
sunday Night Internet Aunty Meredith Credit <30 minutes Nil experience,quality,fun Quality 2 Nil Nil Social
tuesday Night Restaurant McDonalds Debit <10 Minutes Nil Fast, Convienience, cost Convienience 1 healthy option Counter Other Fast Food, cook Self Actualisation
saturday Afternoon Restaurant Griffi n Burger Cash <10 Minutes Nil Taste, Quality, Convienience Taste 1 burgers, drinks, chips Counter thai, bakery, Subway Esteem
monday Morning Internet Kogan Debit <10 Minutes Nil convienience Convienience 1 nil nil Social
sunday Night Store BP Debit <10 Minutes Nil convienience Convienience 1 nil nil Safety

Running head: BUSINESS ANALYSIS