MKG102 Consumer Behaviour: Purchasing Analysis-Myer, Target,Amazon

This report provides an analysis of consumer purchasing behavior with a focus on Myer, Target, and Amazon. It identifies the services, processes, and communications available through their websites and analyzes the psychological processes affecting consumer behavior, applying McClelland, Freud, and Maslow's theories. The report also includes recommendations for additional communications strategies for these companies to enhance their customer engagement and improve profitability. It emphasizes the importance of visuals, customer service, and mobile-ready websites in influencing consumer decisions. Desklib offers more solved assignments and past papers for students.

Running head: STUDY ON CONSUMER PURCHASING BEHAVIOUR
Study on Consumer Purchasing Behaviour
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1STUDY ON CONSUMER PURCHASING BEHAVIOUR
Table of Contents
Study on Consumer Purchasing Behaviour.....................................................................................0
Introduction......................................................................................................................................2
Identification of Services, Processes and Communications Available Through Website...............2
Analysis of Psychological Processes Affecting Consumer Behaviour Applying McClelland,
Freud and Maslow...........................................................................................................................3
Recommendations of Additional Communications in Companies..................................................4
References........................................................................................................................................6

2STUDY ON CONSUMER PURCHASING BEHAVIOUR
Introduction
As commented by (Sharma 2014), the consumer behaviour is the entire study of how the
different individual customers, organizations and groups select, buy along with dispose the
different ideas to satisfy the needs and wants. It refers to the actions of the different customers in
marketplace along with underlying motives for the respective actions. The companies that have
been selected in the report is Myer, Target and Amazon are the three major companies which
specializes in the proper designing of their website and through which it is helpful for the
decision-making process of the customers in the market (Arsil et al., 2014).
Identification of Services, Processes and Communications Available Through Website
As commented by Sharma (2014), the consumer goes through several steps before
purchasing a product which are as follows:
NEED
↓
INFORMATION GATHERING/SEARCH
↓
EVALUATION OF ALTERNATIVES
↓
PURCHASE OF PRODUCT/SERVICE
↓
POST PURCHASE EVALUATION
In the first step, the consumer recognizes the need for the purchase of the different goods
and services which will be beneficial for the decision-making process. Furthermore, after the

3STUDY ON CONSUMER PURCHASING BEHAVIOUR
need if recognized, the information is required to be gathered by them from the company
websites which will be helpful for them in analysing the purchase of the products. Lastly, the
post purchase evaluation is the other aspect which is followed by the customers in order to rate
their purchase.
Analysis of Psychological Processes Affecting Consumer Behaviour Applying McClelland,
Freud and Maslow
In influencing the decision-making process of the customers, it is essential for the
marketers to motivate them to purchase the product. As per the Maslow’s hierarchy theory, the
marketers are required to generate analysis of the needs of the customers (Mihaela, 2014). On the
other hand, as per McClelland, the marketers need to create need for power, affiliation and
achievement to become the superior performers. Lastly, as per Freud Motivations aspect, the
different desires and emotions of customers are required to be analyzed to gain more profitability
(Sharma, 2014). For example-
In website of Myer, the different customers receive an in-store experience of the
company which helps them in deciding whether to make their purchases from the respective
store or not. In the website of Myer, it acts as the logical road map for the customers in which
the website is aesthetically appealing for the different customers. The contact information is
provided for the customers which makes it easy for them to track all the information
appropriately. However, there is no such inclusion of the customer service department which is
the major set back for the company.
On the other hand, in Target company, the customers receive more detailed information
relating to the different sales and offers which are available for the customers. Furthermore, the

4STUDY ON CONSUMER PURCHASING BEHAVIOUR
company website is mobile ready version that attracts the customers appropriately. Target puts
more emphasis on the mobile with updated Target.com experience which is helpful for the
customers in receiving information readily. On the contrary, there is no such inclusion of
product reviews by the customers as there is no such availability of the respective section.
Lastly, in Amazon, the website is user friendly as it provides the customers with visuals
and videos of the different products which are sold by them. Moreover, there is a separate
section of the customer reviews as the customers often purchase the different products based on
the review ratings of the other customers and it is helpful for them in deciding whether to
purchase or not. The search results of Amazon are strong and high as it has good description of
product, quality content along with inbound links which are the major aspects in the business.
Recommendations of Additional Communications in Companies
Therefore, from the above it can be recommended that there can be introduction of few
additional information which can attract the customers towards the company in a positive
manner which are as follows:
 The images of the products are required to be showcased by both Target and Myer like Amazon
as it will be helpful in connecting with customers. (Ramya & Mohamed Ali, 2016) The
visuals impact more than the text and the product images on the company website will be helpful
for the customers to know what they are purchasing and it will increase the sales of the company
as well. Moreover, there can be inclusion of “Skip Log in Option” which will be beneficial in
improving the customers preferences as they can visit the site without signing up at first (Rani,
2014). Lastly, both Target and Myer need to include the option of “Wishlist” which will be
helpful for them in improving the overall effectiveness of the communication through website
which will be helpful in attracting more customers through providing more communication.

5STUDY ON CONSUMER PURCHASING BEHAVIOUR
 On the other hand, Amazon needs to showcase and implement fast load times which will be
appropriate for gaining huge profitability in the market. It has been noticed that the load time is
long and the customers does not have so much patience in waiting for the products to get
downloaded. Lastly, the website should eb accessible to all the users who are present in the
market that will be helpful in good error handling (Sangroya & Nayak, 2017).

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References
Arsil, P., Li, E., Bruwer, J., & Lyons, G. (2014). Exploring consumer motivations towards
buying local fresh food products: a means-end chain approach. British Food
Journal, 116(10), 1533-1549.
Mihaela, O. O. E. (2015). The influence of the integrated marketing communication on the
consumer buying behaviour. Procedia economics and finance, 23, 1446-1450.
Ramya, N., & Mohamed Ali, S. A. (2016). Factors affecting consumer buying
behavior. International journal of applied research, 2(10), 76-80.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), 52-61.
Sangroya, D., & Nayak, J. K. (2017). Factors influencing buying behaviour of green energy
consumer. Journal of cleaner production, 151, 393-405.
Sharma, M. K. (2014). The impact on consumer buying behaviour: Cognitive
dissonance. Global Journal of Finance and Management, 6(9), 833-840.