Consumer Behaviour: Personal Choices and Marketing Theories

This assignment delves into the realm of consumer behavior, exploring how individuals make purchasing decisions across diverse scenarios. The student analyzes their own choices concerning a mobile phone, a university, and a restaurant, providing insights into the factors that influenced their decisions. The assignment further connects these personal experiences to established marketing theories, such as the theory of reasoned action, the EKB model, the motivation need theory, and the Hawkins Stern model, demonstrating how these concepts shape consumer behavior. By examining personal choices through the lens of marketing principles, the assignment offers a practical understanding of how consumers are influenced and how marketing strategies can be effectively employed. The student's reflections reveal a nuanced understanding of the psychological, emotional, and behavioral aspects that drive purchasing decisions.

Running head: CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
Name of the student:
Name of University:
Author Note:

1CONSUMER BEHAVIOUR
The concept of consumer behaviour refers to the purchasing habit of the customers
present in any market. There are various features, factors and particularities present in a
market that influence the decision of the customers while making a buying decision. It is a
study of the groups, organisation and primarily the individuals associated in the purchasing
activity. It also includes the usage and disposal of the goods along with services. Consumer
behaviour also comprises of the emotional, psychological and behavioural responses which
precede as well as follow their purchasing decisions and activities (Erevelles, Fukawa &
Swayne, 2016). Proper understanding of consumer behaviour is a part of art as well as part of
science because both this sides play vital roles in the success of marketing of a company or
brand. Consumers are manipulated by various reasons.
The chief factors influencing the purchasing decisions of a mobile phone is quire
complicated as the consumers by them for daily use (Rani, 2014). Mobile phone is one of the
most important materials for consideration. First of all, before buying the mobile phone I
considered that why should I need a mobile and was much confused with the fact that
whether I should buy any feature phone or an iPhone. For personal use I was much concerned
with the call, text and email facilities. All of these are common in any other phones. Then
comes the factor of operating systems on which the entire validity of smart phones depends.
Beside these the consumers consider the battery life, camera quality and most importantly the
overall cost. My choice was always an iPhone because it provides teraflops of music and
thousands of movies. Moreover, it can be synchronised with the Apple watches.
Choosing a university is completely different from choosing a product from the
market because it will be a question of my future career. For making a decision, I first made a
list of the universities that have sufficient programs and scopes in my discipline. Next I
considered whether the professors at that universities are renowned in their fields. Whether
they have doctorate degrees and even get their books published. These professors are to be

2CONSUMER BEHAVIOUR
approachable for the students at the time of academic difficulties. Major factor for me was to
check the overall result of the students of that university. The university of my choice must
be providing scope for research to their students. Finally, I considered the cost of living in
that city and wanted to find any friends or relatives studying or having acquaintance with the
same university.
Choosing a restaurant is quite easy to decide. It first of all depends on the mood I am
in for wither a type of food or type of cuisine. Secondly, I check whether the restaurant has
good price matching its offered quantity of food. I always prefer a suitable restaurant location
for eating which will have a good ambience. People always prefer those restaurants which
offer great variety of items and offer special prices. Selecting of a restaurant depends on the
people I am going with to have my meal. Finally, I choose a place where I can go very often.
As the study of consumer behaviour discloses, the fact that there are four major
theories that every marketer must know before they market their services or products (East et
al., 2016) These are theory of reasoned action where the consumer acts based on their
intentions to create as well as receive a specific result; EKB model that discloses the five
steps followed by any customers before making a buying decision; the motivation need
theory that encourages the consumers to get knowledge about any product and then purchase;
finally, the Hawkins Stern model that refers to the impulse of the customers for buying a
product or avail a service (Solomon et al., 2014). All these concepts are quite matches with
my behaviour as a consumer. In some cases, we go deeper in researching about the product
and sometimes we just follow our impulses to buy.

3CONSUMER BEHAVIOUR
References:
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications
in marketing. Sage.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), 52-61.
Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R.
(2014). Consumer behavior: Buying, having, and being (Vol. 10). Pearson.