Consumer Behaviour Analysis and Recommendations for Pocket Shop

This report provides a comprehensive analysis of consumer behavior within the Pocket Shop bookstore chain. It begins with an introduction to consumer behavior and its relevance to the organization, followed by an examination of the researcher's purchase experience and the identification of Pocket Shop as the subject of study. The report then delves into a profile of Pocket Shop's target market, primarily commuters and travelers. Part 2 explores the customer journey and experience, including pre-purchase considerations, purchase considerations, and post-purchase considerations, supported by relevant theories such as Low Involvement Theory and Cognitive Dissonance. The report also examines how marketing principles are applied. Finally, Part 3 offers recommendations for the store manager to enhance the customer experience, improve sales, and increase profitability by integrating in-store and online experiences. The report provides practical insights into improving customer experience, and making effective marketing strategies.

Consumer Behaviour
Analysis in Pocket Shop

Table of Contents
INTRODUCTION ..........................................................................................................................3
PART 1 ...........................................................................................................................................3
A) Statement of your purchase ...................................................................................................3
B) Identify the store to which you later provide your recommendations. .................................3
C) A profile to the main target market........................................................................................4
PART 2 ...........................................................................................................................................4
Customer journey and experience...............................................................................................4
PART 3 ...........................................................................................................................................7
Recommendation for store manager...........................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer behaviour is the study of analysing the attitude and perception of individuals
for the satisfaction of their needs. It is concerned with evaluating how customers select, buy and
use the product to satisfy their unlimited need and wants. The major focus of various
organisations is to know the behaviour of their consumer , so that plans and strategies can be
made as per there actual need. The organisation chosen for this report is Pocket shop which is the
chain of book stores. It is owned and managed by Bonier books which is one of the biggest
media group based in Sweden. This report will majorly cover statement of the purchase, brief
description of the target market, issues and problems related to pre purchase and post purchase.
PART 1
A) Statement of your purchase .
There was high involvement made by the researcher for the maintenance of purchase-
decision in the best possible manner. Researcher was very much involved in the for the
effectiveness of purchase-decision. For maintaining the high involvement major focus was
emphasised on identifying different reasons for the purchase-decision (Cohen, Prayag and
Moital, 2014). As in this researcher visited the book shop for identifying the behaviour of
customers in the best possible manner. Different things were analysed by the researcher by
observing the customers in the systematic manner. Its customers were attracted towards the
books shop because price of the books are affordable. With the high involvement researcher was
able to gather adequate knowledge about the type and need of customers within limited period of
time. Better analysis and evaluation has led to implementation of effective plans for the overall
growth and development.
B) Identify the store to which you later provide your recommendations.
The store chosen by the researcher and observer for the analysis of consumer behaviour is
Pocket shop. It is a chain of book store which is mainly owned by one of the largest media group
i.e. Bonier Books. It is located and established in Sweden. Bonier Books has approximately 30
shops in Sweden, Germany and UK (Akehurst and Martins Gonçalves, 2012). Pocket Shop
majorly works on the following concepts- they try to sell affordable books to its potential
customers, its staff is well informed about their products and services. The organisation was
established at different central and highly visible locations. The customers of Pocket Shop are

generally travellers, tourist, students and various other type of customers. The management of
Pocket Shop focuses on implementing their strategies as per the behaviour of its potential
customers.
C) A profile to the main target market.
The Pocket Shop is mainly located at one of the most busy and famous train station of
London. There are different type of customers who visit the book shop, these include- travellers,
commuters, students, tourist, etc. There are 68 percent of heavy readers which are present at
different locations in UK. The main target market in done by using the principles of marketing in
the systematic manner (Pérez and et. al., 2013). With the help of this theory researcher was able
to identify its target market so that behaviour of the consumer can be analysed. Different kinds of
strategies and plans can be made for the target market. Principles of marketing generally focuses
on identifying the behaviour of customers belonging from a particular target market. With the
help of this evaluation and revaluation of the business activities can be done in the best possible
manner. The major target market for this was commuters and travellers. Since Pocket Shop do
not have large number of customers so major focus in this is emphasised on these type of
customers.
PART 2
Customer journey and experience.
Pre-purchase considerations
Target market is concerned with implementing different plans and strategies as per the
need and preferences of particular customers. There are various factors which influence the
consumer target market in the negative and positive manner. Different factors are to be taken into
consideration for triggering appropriate motivators. It is considered with managing and analysing
the personality traits, attitude and social group in the best possible manner. Different kinds of
theories and models can be used for reducing the chances of pre-purchase issues and problems.
The personality of consumers directly depends upon their decision for pre-purchase (Biswas and
Roy, 2015). This is certain consumers have positive personality for buying certain kind of book
form the Pocket shop. Buying behaviour of the customer also depend upon the social group they
belong to. For the pre-purchase decision-making secondary data can be used by the researcher.
As with the help of this better analysis on the behavioural aspect of consumer can be done within

limited period of time. With the help of this better plans and strategies can be made for the
motivation of customers. The theory which can be applied in it is explained below:
Low Involvement Theory: It is theory which can be used to find the psychology and
behaviour of the audience that what there consumers are willing and what they are wanted to buy
and what are those those products where they are not showing their interest. This the types of
their which can be very beneficial for pocket book they will have the idea that where they are
required to invest and what are those particular books that their customers are ready to buy.
There are four general category of Low involvement theory which is explained below: High Involvement (emotional): This is the must important aspects in customers do focus
what are the main things which is attached to the product which they are going to
purchase. Customers do focuses on visuals, brochures and pictures in this section. This
are the thing which increases the satisfaction level of customers and even their interest
also do increases. In context of Pocket Shop, they will be required to understand what are
those books which public prefer the most and from which they feel motivated (do Paço
and et. al., 2013). High Involvement (rational): This is the section in which people main motive is to find
the main reason that why they should purchase any of the product. In this category you
find expensive business purchases: anything relating to the technological infrastructure,
the office location and lease, as well as the company health insurance plan. In context of
the Pocket shop, it will be important for them to understand that there location of a book
store should be suitable so that customers can easily visit the stores and even they can
start their business online too. Low Involvement (emotional): It is the category in which customers loves to get
satisfaction. This things are usually for the smaller period of time. In this the major thing
which is needed to be focus is that product which is being bought should have the value
and either it can be for smaller period of time as well. While talking about Pocket shop,
they will have to bring on those books to their store which public do buy easily (Luchs
and Mooradian, 2012).
 Low Involvement (rational): Here, people do not keep lots of thoughts as they check the
product and if they thinks that it can be beneficial then they purchase it without wasting

any of the time. Advertisement do play the role in it because it do influences the
customers easily at any period of time.
Purchase Considerations
It is one of the most important segment because it tells that who are the customers that is
willing to buy the products from store. The environment of store does play the crucial role
because it actually tells that whether customers are satisfied or not and if not how they can be
satisfied. In present scenario, online purchasing also plays the crucial role because there are
number of customers who prefer the online shopping due to company should also involve
themselves into this types of business (Fall Diallo and et. al., 2013). In context of Pocket Shop, it
is very important for them to understand they should try to focus the person to whom they are
targeting at any period of time.
In this process, decision making process theory can play the crucial role because it helps
to decided that what customers are willing and what they want to buy from the store. Secondary (pre purchase phase): This is the process, it will be important to understand
that pre purchase phase will have the direct impact on the purchase process because
customers will be well known about the products which they are going to purchase and
how much they are going to invest and even for how long they are going to show their
interest on that particular product.
 Primary data (during the purchase phase): It is the most important phase where
customers will themselves visit the store just to find that what are those books where they
want to show their interest and why they want to buy that specific book. The must
important thing which is needed to be consider is that here pocket shop can satisfy them
by trying meet out the target which they want to achieve by providing the books which
they wants too (Javornik, 2016).
Post Purchase Consideration
This is the process which does play the crucial role where company do get the option to
take the necessary reviews from the customers so that in future changes can be done according to
the requirement. Here, company do get the option that what are those product which they should
include. Even communication can be also done that whether customers are satisfied or not how
they can be satisfied. Here, the theory which can be included is explained below:

Cognitive Dissonance: It is defined as the situation where it is checked that what does
people think about any of the particular topics and even self believe also matters. It is important
because it helps to find that what are the believes of people/customers and how that can be
restored to maintain the balance (Wikström and et. al., 2014). This type of things mainly occur
when two or more then two choices are available with the customers is available. This theory
will be helpful in obtaining better results in future so that they can provide better services to their
customers which they do expect from pocket shop.
PART 3
Recommendation for store manager
There are various kinds of recommendation which can be taken into consideration by the
store manager of Pocket Shop. With the help of these manger will be able to improve and
increase the experience of its potential customers in the best possible manner. Different kinds of
plans and tactics can be made by the store manager of Pocket Shop to improve the journey of its
customers. As by doing this individual will be able to attract large number of customers which
will lead to increase in sale and profitability of the book store within limited period of time. In
store and online store experience of the customers are inter-linked with each other. This means if
the customers have positive online experience than customers will try to visit the store for
gaining better experience (Rödiger and Hamm, 2015). The management of Pocket Shop needs to
increase and improve the experience of customers by analysing various things in advance.
Various theories can be used through which it can be easily found that what are those things
which should be implemented within the company. Pocket Shop must think that how they can
improve the environment of the book store as it is small in size so it is necessary that every
things should be properly managed so that customers do not suffer from any kind of issues
whenever they visits to the store. Even, it is necessary for the organisation that they should give
more time to the online shopping facilities to the customers because technologies are changing
day by day and that has been very crucial for obtaining better result at any period of time.
Pocket shop is dealing in the market of books so it will be crucial for them to decide that
what is currently trending the market because it that will help to sell the exact product and sale
will also be increased (Gao and Bai, 2014). It is necessary for any of the firm to know that what
are those additional things which there customers do see while purchasing the product. Online

and store sale both will have the equal to be played as it will decided that how company will
perform in future just to meet out their targets and goals.
Additionally, it is necessary that customers satisfaction should be improved and most be
focused the most so that chances of miscommunication can be reduced between customers and
pocket shop. Low Involvement theory will give the idea to the company that what are those
things which should be purchase and what are those books products which can be on the trending
spot of the customers (Page and et. al., 2012). As preferences do changes in every short period so
it will be better for the company to decide that they should only sell those products which are
interesting and customers do get some sort of experience from it whenever they spend their time
while reading it.

CONCLUSION
From the above given report it has been concluded that it is very much essential for the
organisation to analyse the behaviour of consumer, so that effective plans can be made for their
overall satisfaction. For this different kinds of theories and practices can be used. As by this
evaluation related to purchase and post purchase-decision of consumer can be influenced in the
positive manner. Some of the major recommendations can also be taken into consideration by the
management of organisation for providing better experience to the potential buyers. Theories
related to marketing principles can be used for targeting right market at the right time.

REFERENCES
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