Consumer Behavior and Marketing: Amazon Prime Analysis Project

This assignment analyzes the consumer behavior associated with the purchase of an Amazon Prime subscription, focusing on the five-step consumer decision-making process. The analysis begins by identifying the need for the service and the desire to watch movies and web series. It then explores the information search stage, where the user investigated the availability of the content on Amazon Prime and Netflix. The evaluation of alternatives stage compares the two subscription services. The purchase decision involves selecting Amazon Prime due to its affordability. Finally, the post-purchase behavior is examined, including the immediate delivery of the subscription, access to student discounts, and the impact of the service on other purchases. The analysis incorporates internal and external sources of information, such as lifestyle preferences, social media, and brand image, to understand the factors influencing the consumer's choices. The assignment also highlights the features of Amazon Prime, such as budget-friendly pricing, fast delivery, and access to movies and music. The purchase method, including the subscription period and payment method, is also discussed. The analysis concludes with a reflection on the overall consumer experience and satisfaction with the Amazon Prime service.

CONSUMER BEHAVIOR

Content
Introduction
Need and Want
Consumer decision making process
Identification and Analysis
Internal source
External source
Evaluation of Alternative
Attributes
Purchase methods
Post-Purchase Behavior

Introduction
• Studied the customer group and individuals
• Understood the preferences, selection, purchased and
disposing process
• Determined the motive for purchasing the Amazon prime
service
• Enrolled with the subscription of Amazon Prime
• Analysis is done for Consumer decision making process
for subscribing Amazon prime

Consumer behavior
• Consumer behavior helps to understand preferences and
attitudes of individuals as well as groups and why they
purchase goods and services along with the usages.
• The process is effective to understand the significance of
products as consumers are considered to be the actors
within a market.

Need and want
• Amazon prime needed for watching latest movies and
web series.
• Delivery- Fast delivery
• Budget- A budget friendly for music and movies
• It requires unlimited data storage
• Lifestyle

Consumer decision making process
• Need recognition- It occurred when I faced the problem to
watch my favorite movie.
• Information research- I collected the information through
website that movie was available on Amazon prime and
Netflix application.
• Evaluation of Alternatives- Both application required the
subscription.
• Purchase decision- I tool the decision to purchase the
subscription of Amazon prime as it was pocket friendly.
• Post-Purchase behavior- It includes the cognitive
dissonance.

Buying Decision- Internal sources of information
The internal sources of information included are
Lifestyle
Preferences

Buying Decision- External source of Information
• Social media
• Brand Image
• Application Ad
• Reference group

Evaluation of Alternative
• Netflix
• Amazon prime services
• Zaggle.com
• Walmart.com
• Target.com

Attributes to satisfy Needs and Wants
• Amazon prime subscription was budget friendly
• Free and fast delivery
• Unlimited access
• Latest streaming of movies and music

Buying Decision- Purchase method
Requirement for purchasing- Amazon prime membership
was required for watching latest movies
Purchasing for limited period- Purchased for six months
Periodic method of purchase- Subscription was purchased
by making online payment

Post purchase behavior
• Quick delivery- Received the subscription within a minute.
• Got student friendly package subscription on discount
• Latest deals and products are offered which helped me in
reducing the other purchases