Consumer Behaviour Analysis Report: Oral-B Electric Toothbrush

Desklib provides solved assignments and past papers to help students succeed.

A Report to Analyse the Consumer Behaviour Related to the
Purchase and Recommendations for Improvements in the
Customer Experience along the Customer Journey
1

Table of Contents
Introduction................................................................................................................................3
Part 1..........................................................................................................................................4
Part 2..........................................................................................................................................6
Part 3..........................................................................................................................................9
Conclusion................................................................................................................................11
Reference List..........................................................................................................................12
2

Introduction
The study focuses to elaborate the behaviour of customers in a market of Stratford London.
The study addresses the factors and process how the behaviour could be influenced in the
market. The study evaluates the experience and attitude of the customer’s pre, post, and
actual buying experience of an electric toothbrush of the brand Oral-B from Boots store in the
Stratford Westfield Mall (Boots.com, 2019). Through the understanding of the study, we also
present a recommendation of the store manager to enhance the layout and consumers
experience. The first part of the study focuses to elaborate the process of creation of purchase
intent of the consumers. The second part of the study focuses to elaborate the experience and
consumers behaviour of the consumers. The study elaborates the per purchase process to
create a purchase intent of the consumer. The post sale experience and how its influences the
overall perception of the consumers toward Boot pharmacy and the Oral-b electric
toothbrush. The third part focuses on delivering recommendation to the store manager at the
boot store to enhance the revenue and experience of the consumers visiting the store.
3

Part 1
Statement of Purchase
This included the process of examining the options and benefits of the required product. The
customer with the intention to make a purchase evaluates the options available and analyses
their feedbacks form different consumers. The intention of the purchase is to buy an
electronic toothbrush. The options available with the consumers include a host of options
such as Oral-B Pro 1000, Philips Sonic are Diamond care, and Rotadent Contour as the major
brands (Health, 2019). The consumers can analyse the review of the major brands, evaluate
their functioning, and make an informed decision. The dentist association suggest that a
rotary movement of the electronics toothbrush is the most beneficial for oral care. The same
movement and functioning has been identified to be present in the Oral-B Pro 1000, which
claims to remove 99% of plague in every wash. The price of the product also seems to be
competitive in nature and provide a value for money proposition for the consumers.
Store Identification
The customer has identified the Boots Pharmacy or Store located at the Stratford Westfield
Mall. The company incorporated in the year 1849 has been serving the clients with its
excellent services. The company has developed a very reliable and stable brand
reorganisation in the economy (Boots.com, 2019). The company started operation with
generic medicines and since its inception has forayed into different segments of the
healthcare sector. The store offers consumers a one-stop solution for all their healthcare and
daily care needs. The one stop solution acts as a very holistic option for the consumer as they
create a larger variety of products at the stores and the latent trust plays an important role in
influencing the consumer’s behaviour towards the store.
Target Market
The process of identifying the target market the study focuses to conduct a STP analysis on
the market of the Stratford. The STP analysis is discussed in brief below. (Refer to appendix)
Segmentation: The process includes the segmentation of the entire market of the economy of
the Stratford into smaller segments (Mathur, 2018). The process of the segmentation includes
Demographic Segmentation, Behavioural Segmentation, Geographical Segmentation, and
4

Psychological Segmentation. The psychological segmentation is considered as it describes
the lifestyle, personality and concerns.
Targeting: The targeted customers identified are the Psychological segmented customers
who have an intention to buy a modern equipment for enhancing their dental care (Camilleri,
2018). They assume the same to be a part of their lifestyle and associate with the same. Such
visitors are targeted to evaluate the consumer behaviour ahs how it could be influenced.
Positioning: The product Oral-B Pro 1000 is a very advanced toothbrush and strategically
focuses to deal with its competitors in the economy (Schlegelmilch, 2016). The company has
focussed to incorporate competitive pricing strategy to position itself a value for money
preposition in the market.
5

Part 2
Customer journey and experience
Pre-purchase consideration
The pre purchase behaviour of the consumers includes the evaluation of the internal and
external sources to finalise the product to purchase form the host of options in the market
(Pdfs.semanticscholar.org, 2019). The sources influence in creating behaviour for the
customer to make the final purchase in the market. The sources are discussed in the brief
below. (Refer to appendix)
Internal Sources: These include the factors such as the consumers personnel experience and
knowledge and his demography. The demography of the consumers may include the gender,
age, sex, income profile, and many more. The different factors affect the behaviour of the
consumers in a different way. The consumers through his or hers personnel knowledge can
develop a perception of the products of the store where to purchase the same. The perception
may be influenced by the income status of the consumer (Ozer and Gultekin, 2015). For
example, a consumer earning an income of over £15000 a month would not bother to
consider thoroughly about a electronic toothbrush costing approximately £ 15. However, the
same customer would be financially constrained to buy a new car.
The consumers in accordance to his lifestyle and personnel preference focus to develop a
buying intention about a product or brand. The psychological profile of the consumer also
plays a very crucial role in developing an attitude towards a certain purchase. The lifestyle
and personnel maintenance quotient of the individual also play a major role. A youngster may
purchase an electric toothbrush to enhance his overall appearance including his oral hygiene.
On the other hand, the older generation may buy the same product for the sole purpose of oral
hygiene and health care.
The process moves through series of steps of evaluating the known information and data to
create a perception. After thorough analysis, the information the process gives rise to
effective decision making to create a purchase intention. The social life and culture of the
individual also places a very crucial impact on the consumer behaviour of the individuals.
The different internal factors act as the base of the overall perception creation of the
consumer.
6

External sources: The external sources include the information an individual attains form
differ sources such as form peers, family, friends, advertisements and several other sources.
The different sources act as wider sources of information for the individual. The consumer’s
gains feedbacks and reviews from several sources form in near ones and online. The
consumers can through extensive research can identify several different competitor in the
market and focus to develop an in depth knowledge about the product. The analysis of the
different information of various friends and peers and the market information from the
advertisement and websites help create a clearer picture for developing strong purchase intent
from the product of brand (Eramus et al., 2015). The external sources are the major platform
for the individual to gather information about the product and its experience of different peers
and family members. The review do different competitive products of the electronic
toothbrush online also help evaluate very strong purchase intent in the individual toward a
specific brand or product.
Purchase consideration
The store layout and interpersonal skill of the employees play a very crucial role in enhancing
the customers experience and deliver a satisfactory service. The theory of Top-Down
Perception Process describes that the customers coming on the store mostly has a brief idea
about the product to purchase. The guidance role of the employees at the store help enhances
the experience of the consumers (Firestone and Scholl, 2016). This enhances the probability
of revisiting the store and creates a loyalty loop. The Boots Store at the Westfield Mall
operates several offline and online stores to cater to the need of the consumers. However, the
difference lays in the experience the consumers gains for the efficient service of the
employees at the Westfield mall store. The positive review and the guidance help the
consumers to finalise the purchase intent into an actual purchase.
Post-purchase consideration
The post purchase mostly consumers are observed to feel cognitive dissonance or regret of
the purchase. The other factors may include the actual experience and word of mouth to
create a positive or negative perception of the consumers about the company. The different
issue are discussed below.
Cognitive dissonance
7

This is the most common post purchase feeling of regret felt by several consumers round the
different segment of the economy. There are several reasons for the same to happen in the
perception of the consumer (Davvetas and Diamantopoulos, 2017). For example, a purchase
made at the Boot Store for an Oral-B pro 1000 can create a negative post purchase experience
for the customers if the device does not functions as promised by the company. The product
may break down very quickly or even in a case that the consumers purchased the product
under the influence of his peers and now does not like the product. These factors lead to
creation of a dissatisfactory experience for the consumers and create a poor perception of the
product as well as the store.
Actual consumption and disposal
The post purchase experience also plays a very crucial role in influencing the consumer’s
behaviour of the individual. The product Oral-B Pro 100 enjoys a very positive review in the
market. However, if a customer’s purchases the product and observes the product to be faulty
and not functioning as per the promised quality, this may lead to creation of the negative
experience (Chiang and Tseng, 2017). The default functioning of electronics can lead to
misshape, which could be serious to the health and safety of the consumer. The same could
lead to creation of a very negative impact about the company’s brand. The store Boot could
also face the wrath of the misfortune faced by the customers.
Word of mouth communication
The word of mouth is a very strong medium for distributing the reviews about the
performance of a product of store in the market. The company focus to incorporate the
technique of word of mouth marketing to influence the perception of the consumers in the
market. The boot store focuses to maintain a deliver system of excellent service to its
customers and provide warranty on products, which are prone to wear and tear. The process
could act is two different way for the company (Babić Rosario et al., 2016). A positive
experience of the consumers could help create a very favourable recommendation for the
product and the Boot Store. However, a poor experience could lead to a very negative
feedback through a word of mouth channel. To overcome the same companies maintain an
elaborate after sale service programme. The focus is to review the consumers experience and
rectify any errors if identified.
8

Part 3
Recommendation for store manager
Store layout
In today’s modern and advanced culture drastically moving to the online stores the company,
Boots should incorporate effective strategies of store layout. The tested and tried strategies
help in enhancing the overall easy of shopping experience of the consumers. A few
recommendations could be to maintain always-go right formula at the entrance of the store
layout (Edepot.wur.nl, 2019). There should be effective breaks and stops in the store, with an
elaborate focus on the Push Sale Strategy at the stop-points. The layout could help in
influencing the consumers purchasing behaviour to enhance the overall experience of the
consumers at the store.
Proper pricing of the product
The stores mostly do not price the products but they do moderate the price through effective
offers and schemes to create a value for money proposition for the customers. The Boot
pharmacy could incorporate the strategy of collective ordering. Boot stores operate several
offline outlets in the country and a very fast selling online store. The company could focus to
order for products collectively for several stores in the region to enjoy the opportunities of
scale. This way they can demand for higher discounts from the manufacturers and pass on the
same to the customers. The offers can enhance the overall competitive edge of the boots store
in the economy and help enhance its revenue considerably (Patel et al., 2017). Others can
view the online reviews of the company by several users. The same could positively
influence them to opt for the Boots Stores form their future purchases.
Effective marketing of products
There are occasion the consumers are unaware about such as a new product launch or a new
offer. The in store advertisement play a very crucial role in communicating the information. It
could be recommended that the manager can incorporate attractive banners and hoardings at
the store to communicate the offers and new product launch (Davis et al., 2016). The
managers also need to focus on placing the same at strategic locations to garner the attention
of the consumers visiting the store. The manager could also make use of the strategy of
9

making announcement throughout the store to aware the consumer’s about the currently
running offers and schemes to enhance the overall shopping experience of the customers.
Interpersonal skills of the employees at the store
It could be recommended that the managers incorporate effective training programme for its
employees to enhance their interpersonal skill to deliver a pleasant and helpful service to the
incoming customers. The specific guidance and detailed knowledge about the product and
offers can help the consumers make a more informed decision (Andrzejewski and Mooney,
2016). This helps to enhance the overall experience of the consumers coming at the Boot
Store.
Time management
The effective time management is very crucial for any organisation to function effectively. It
could be recommended that the managers focus to incorporate the effective time management
skills to enhance the delivery system of the organisation (Gay, 2016). The online store
requires delivering the correct products in the stipulated time to the consumers. This can
enhance the overall brand image and the consumers experience if the company Boots Stores.
Customer Relationship management System
It could be recommended that the company incorporate a strategic and integrated customer’s
relationship management system to enhance the experience of the customers. The system
helps to garner feedback from the different customers and analyse the same to devise
strategic plan to rectify the issue if any. This not only enhances the overall experience of the
consumers but also help the organisation to enhance its business functioning to deliver an
excellent output (O'donnell et al., 2016). The system enhances the overall functioning and
helps to reduce the time taken by the company for resolving issues to enhance the overall
experience for the customers.
10

Conclusion
The study has elaborated the different stages of creation of a consumer perception through a
series of per and Post purchase experience. Through the study it could be effectively deduced
that a satisfactory experience help to create a positive consumers perception. The study also
helps to deliver a strategic recommendation to enhance the overall experience of the
consumers of the Boot Store and enhance the revenue for the company.
11

Reference List
Andrzejewski, S.A. and Mooney, E.C., 2016. Service with a smile: Does the type of smile
matter?. Journal of Retailing and Consumer Services, 29, pp.135-141.
Avgerinou, E. 2017. 4 Benefits of Customer Segmentation in your Sales Department. [online]
EBCG. Available at: https://www.ebcg.com/benefits-of-customer-segmentation-in-sales-
department/ [Accessed 26 Jul. 2019].
Babić Rosario, A., Sotgiu, F., De Valck, K. and Bijmolt, T.H., 2016. The effect of electronic
word of mouth on sales: A meta-analytic review of platform, product, and metric
factors. Journal of Marketing Research, 53(3), pp.297-318.
BEHAVIOUR, C. 2017. CONSUMER BEHAVIOUR. [online] Ranganadh-
emmadi.blogspot.com. Available at:
http://ranganadh-emmadi.blogspot.com/2011/06/consumer-behaviour.html [Accessed 26 Jul.
2019].
Boots.com. 2019. [online] Available at:
https://www.boots.com/webapp/wcs/stores/servlet/TopCategoriesDisplay?
catalogId=28501&langId=-1&storeId=11352&webrewrite=Y&geoOpts=Y [Accessed 26 Jul.
2019].
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Chiang, C.H. and Tseng, K.C., 2017. The Influence of Fan Pages on Consumer Purchase
Intention: Liking Behavior as a Moderator. Journal of Marketing Management, 5(2), pp.44-
59.
Davis, E., Wojtanowski, A., Weiss, S., Foster, G., Karpyn, A. and Glanz, K., 2016. Employee
and customer reactions to a healthy in-store marketing intervention in supermarkets. J Food
Res, 5(1), pp.107-1113.
Davvetas, V. and Diamantopoulos, A., 2017. “Regretting your brand-self?” The moderating
role of consumer-brand identification on consumer responses to purchase regret. Journal of
Business Research, 80, pp.218-227.
12