Consumer Behavior: Personal Audit on Decision Making Process

This report provides an overview of consumer behavior, defining it as the study of individuals, groups, and organizations in activities related to the purchase, use, and disposal of goods and services. It then presents a personal audit based on the author's decision-making process for choosing a mobile phone, a university, and a favorite restaurant. The analysis utilizes the five stages of the consumer decision-making process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. The report compares the author's choices to those of a friend, highlighting the application of consumer behavior concepts in real-world scenarios. The author's choices for a mobile phone (iPhone), university (University of Queensland), and restaurant (Quay) are examined through the lens of the five stages of consumer behavior.

Running head: CUSTOMER BEHAVIOR
Customer Behavior
Name of the Student:
Student ID:
Name of the University:
Author Note:

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Executive Summary:
The report aims at discussing consumer behavior by commencing with a definition of the same.
There is also discussion about a personal audit based on my decision making process in terms of
the purchase/choice of a mobile phone, university and favorite restaurant.

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Table of Contents
Introduction:....................................................................................................................................3
Definition of Consumer Behavior:..................................................................................................3
Personal Audit for my Decision Making Process............................................................................3
a. Choice of Mobile Phone...........................................................................................................3
b. Choice of the University..........................................................................................................4
c. Choice of Favorite Restaurant..................................................................................................5
Conclusion:......................................................................................................................................6
References:......................................................................................................................................7

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Introduction:
The report gives an overview of consumer behavior and commences with a definition of
the same. The report also gives an insight into a personal audit in the context of consumer
purchasing decision process in terms of the choice of a mobile phone, choice of university and
choice of favorite restaurant.
Definition of Consumer Behavior:
Consumer Behavior represents the study of groups, organizations or individuals and the
activities in association with purchase, usage and the disposal of the good and services (Solomon
et al., 2014). It also involves the emotional, behavioral and mental response that follows or
precedes the activities mentioned. The consumer behavior concept helps in examining the
attitudes, emotions and the preferences affecting the buying behavior (East et al., 2016).
Personal Audit for my Decision Making Process
a. Choice of Mobile Phone
Thus, explaining the choice of my mobile phone based on the five stages of consumer
decision-making process.
Need Recognition My need for a smart phone erupted from its recognition through
internal as well as external stimuli. Internal stimuli represent my hunger while the external
stimulus was word of mouth and advertising of iPhone.
Searching and Gathering of Information: Though I have conducted substantial
research online, it was the suggestion of my friend that prompted me to take such a decision.

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Evaluation of the Alternatives: This stage prompts customers to look for alternatives
with best deals in terms of price, quality and features which, being a consumer, I have also done.
Decision for the Choice/ Purchase: Here the purchase decision is made based on the
knowledge gathered. The advantages of iPhone over other smart phones have encouraged me to
make such a choice (apple.com/in/iphone, 2018).
Evaluation Post Purchase: This represents the review stage for consumers about the
product where I have found that the choice of iPhone has exceeded my expectations.
My purchase decision solely depended on the five stages of consumer decision-making
process while I my friend’s choice of decision was impulsive and not guided by need.
b. Choice of the University
My choice of the University is driven by the five stages of consumer decision-making
process.
Need Recognition: The choice of university for me was driven by need as I finished my
school and wanted enrollment in an undergraduate course offered by the University of
Queensland.
Searching and Gathering of Information: In doing so, I gathered the required
information about the university, its fees structure and the courses offered which helped in
guiding my decision.
Evaluation of the Alternatives: I also browsed through other options and found the
presence of other universities like University of Sydney, University of New South Wales,

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University of Melbourne and other choices in the hope of getting the best choice
(unimelb.edu.au, 2018).
Decision for the Choice: Based on the information collected, I took my final decision of
opting for University of Queensland because of its primary location, reputation, notable alumni
and the varied choices of subjects offered.
Evaluation of the Choice: My post choice review has been great as the University
ranked 46th in world rankings and is one of the oldest offering a wide range of courses.
My choice for University of Queensland based on the five stages of consumer decision-
making process while I my friend’s choice solely driven by the fact that most of his family
members have graduated from this reputable university.
c. Choice of Favorite Restaurant
My choice of the favorite restaurant is driven by the five stages of consumer decision-
making process.
Need Recognition: I opt for my favorite restaurant Quay when I am in the need for
having modern Australian and contemporary cuisine (quay.com.au, 2018).
Searching and Gathering of Information: I already have the necessary and required
information about the restaurant, their menu and their price options that helped me in guiding my
choice.
Evaluation of the Alternatives: Although there are other choices like Attica, Marque
and but Quay seems to be the suitable choice in terms of location, presentation and reviews
(quay.com.au/about, 2018).

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Decision for the Choice: Depending on the available information, I choose to opt for my
favorite restaurant Quay due to its iconic views, the beautiful presentation of the dishes, textural
variety and diverse Australian ingredients.
Evaluation of the Choice: Quay never disappoints me in terms of their commendable
customer service and food quality
My choice for Quay was driven by the five stages of decision making while my friend
being a family member of Peter Gilmore, the head chef of the restaurant had family reasons for
making such a choice.
Thus, I being no exception fit into the traditional concepts of consumer purchase decision
making.
Conclusion:
The report ends by providing a personal audit on my decision-making choice. Here one
can find the mention of the five stages of consumer behavior and shows how I fit into them
compared to my friend.

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References:
apple.com/in/iphone. (2018). Retrieved 13 March 2018, from https://www.apple.com/in/iphone/
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications in
marketing. Sage.
quay.com.au. (2018). Retrieved 13 March 2018, from https://www.quay.com.au/
quay.com.au/about. (2018). Retrieved 13 March 2018, from https://www.quay.com.au/about/
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.
unimelb.edu.au. (2018). Retrieved 13 March 2018, from https://www.unimelb.edu.au/