Consumer Behavior Report: Analysis of Purchasing at Westfield London

This report provides an analysis of consumer behavior, focusing on a case study at Westfield Shopping Centre in London. It examines a specific purchase statement, offering recommendations for improving customer experience and detailing the profile of the main target market. The report further explores pre-purchase considerations, including product, price, and place factors, as well as purchase considerations such as time limitations and brand inconsistencies. Post-purchase considerations, like product performance and dissonance, are also discussed. The analysis covers various aspects of consumer behavior, from initial planning to post-purchase evaluations, providing insights into the factors that influence buying decisions and customer satisfaction in a retail environment. The report incorporates elements of marketing, consumer psychology, and business strategy.

A Report To Analyse The
Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1............................................................................................................................................1
A.) Statement Of Purchase..........................................................................................................1
B.) Recommendation On The Customer Experience And Journey............................................1
C.) Profile Of The Main Target Market......................................................................................2
PART 2............................................................................................................................................2
PART 3............................................................................................................................................5

INTRODUCTION
Consumer Behaviour is the study in respect of studying the mindset of behaviour of an
individual; group or an organisation that is selected by them for buying; using and disposing the
ideas;, goods and services to satisfy their needs and wants is Westfield Shopping Centre (Samiee
and et.al., 2016). It basically refers to the actions of the customers in the market and making the
relevant efforts for the achievement of those objectives. The report is laying its focus on the
behaviour of the customer and also on the involvement in the decision making in respect of
buying and selling of any products or services (Samiee and et.al., 2016). The assignment
completely focus on the statements of purchase and reasons along with it.
PART 1
A.) Statement Of Purchase
The purchase statement gives the details of complete purchase that is being done by a
consumer in the respect of all those items that he consumes. It could be anything, irrespective of
the food items or the wearable and anything. Few days back I had just visited a Shopping Centre
in UK - Westfield, London (Claiborne and Sirgy, 2015). Over there, I saw someone doing the
purchasing of best grooming products in men. He was purchasing branded shoes of Boot. He was
purchasing these products by the score of he was having needs for those shoes or it could be his
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demand. On more reason could be he would be loyal towards that particular brand. One will only
go for the purchasing the branded products, if he/she would be having a handsome salary scale
(Claiborne and Sirgy, 2015). Desire for the purchase of branded products. The involvement of
that male customer in the purchasing of his branded shoes was too high. He was asking to the
people standing with him; to his friends that have gone with him and was also having a keen
observation from himself. The person was also doing research in the shopping centre all over in
respect of those shoes that he had seen over there (Zeugner-Roth, Žabkar and Diamantopoulos,
2015). From the above image its clear that, the Westfield Sghopping Centre is having 41 Centres,
11,500 Outlets in London, United Kingdom.
B.) Recommendation On The Customer Experience And Journey
(Source:- Listen To the Voice Of Customer, 2017)
The experience of the customer in the respect of purchasing the branded shoes from the
Westfield Shopping Centre was not so good. It was just so-so. The customer tried to bargain on
that shop in the respect of shoes that he was willing to purchase from that shopping centre. In my
point of view, what I had observed over there (Zeugner-Roth, Žabkar and Diamantopoulos,
2015). The customer was not happy at time of purchasing the shoes from that shopping centre.
The seller was showing too much attitude in front of the buyer and was not showing the varieties
or the patterns that the buyer was willing to see at that shop. All that I observed was that the
buyer was actually not happy. He misbehaved with the buyer in some or the other way. So, my
recommendations in the respect of experience that, the consumer felt will be :- The customer
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Illustration 1: Customer Experience
And Journey

should not visit that shop again and should purchase the products from the competitors if they are
available in the shopping centre or should approach to someone else (Zeugner-Roth, Žabkar and
Diamantopoulos, 2015).
C.) Profile Of The Main Target Market
(Source:- Profile Of Main Target Market, 2018)
Boot is one of the major brand in the FMCG industry and the company is attracting many
customers in the world. The renowned brand has targeted its market in a number of ways and has
done the segmentation in the many fields. The company has done the segmentation of its
products on the basis of gender and income group of the potential customers and also on the
basis of age group of the customers (Siddiqui and Arabia, 2015).
Further, it includes the 4 P's.
 Product:- The products sold by the company are really appreciable and of good quality.
At time of purchasing the products, the customer should see that the whether the product
being purchased by him will satisfy his needs in future or it will be useless to purchase
the products (Siddiqui and Arabia, 2015).
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Illustration 2: Consumer Behaviour At
Westfield

 Price:- Obviously, it the most crucial element that affects the buying power of any
customer. What, I observed in the shopping centre when I visited over there was, that
person was asking the seller to present the shies that are of medium range.
 Place:- The authorised outlets of Boot should be at a very approachable place. The buyer
who was purchasing has arrived from a very far place (Lantos, 2015).
PART 2
Pre-Purchase Considerations / Issues:- It refers to the issues or the factors that are
involved at the time of pre purchase of any product or the service. The situation in which a
customer is having a plan in respect of the item or the accessories in the respect of which the
consumer is required to do the planning (Habibi, Laroche and Richard, 2016.). The consumer
went to the Westfield Shopping Centre for the purchasing of shoes, then, he might be having any
plan in the respect of Boots that he wants to purchase from that authorised shop. The day when, I
had visited the shopping centre, I had observed, that man has done any sort of mind-mapping. By
the score of, the way he was trying to purchase those boots were not matching with the criteria
that he has established in his mind with the motive of purchasing. Now, the purchasing factors or
the conditions, affected the target market of the consumer in the following ways:-
(Source:- Pre Purchase Considerations/Issues, 2017)
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Illustration 3: Pre Purchase, Post Purchase Issues

 Product:- The products sold by the company are really appreciable and of good quality.
At time of purchasing the products, the customer should see that, whether the product
being purchased by him will satisfy his needs in future or it will be useless to purchase
the products (Habibi, Laroche and Richard, 2016.). The product is designed by the
company with different motives to achieve the desired goal and also with the aim of
achieving the satisfaction of their customer. But, then also the customer should think
from each point of view, that whether his needs are being fulfilled or not from the
purchase of that product.
 Price:- Obviously, it the most crucial element that affects the buying power of any
customer. What, I observed in the shopping centre, when I visited over there was, that
person was asking the seller to present the shoes that are of medium range. Although, its
not possible for a well known and recognized brand to keep the price of product at such a
level which proves to be affordable for the customer (Habibi, Laroche and Richard,
2016.).
 Place:- The authorised outlets of Boot should be at a very approachable place. The buyer
who was purchasing has arrived from a very far place. The company should try to open
up it's stores on all the locations that are approachable from the customer point of view.
Otherwise, it would be very expensive to visit a shopping centre and do the purchasing of
the desired products from that place.
One more thing that affects the buying behaviour of a customer is that, the company
should offer, some relevant discounts to the customer so that, they, can have a grip on more and
more of the customers (Sethna, 2015).
Purchase considerations / Issues:- These are the factors that affect the purchase of a
customer because of some or the other reason at the moment when, he visits a particular shop in
the market. At time of buying a particular product the customer generally sees that, in what way
the product can prove to be useful for him. From, each angle not only from the price point of
view but also from the point of utility (Sethna, 2015). The customer should keep in mind that, the
product that he is purchasing is having warranty of how much time, what is the surety of
replacement if any issue arises. Flowing are the issues that arise at time of purchasing:-
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 Time Limitation:- It is the biggest barrier or a hindrance in case of purchasing of products
from the local market because in such a case the buyer has to get satisfied from the
limited availability of the products. The buyer will not get number of varieties and
choices and will have to satisfy with the product that has been offered to him. Sometimes
he will have to compromise in terms of quality of product that he is purchasing from the
market (Godey, B., and et.al., 2016).
 Inconsistency In Brands:- The buyer will not be able to get the desired brands in which he
is interested. The buyer will have to compromise in the local brands. The lifespan or the
guaranty of the products that are available in the local market are very cheap. The
products are actually very cheap or because of the non - availability of the products the
buyer has to satisfy with those products that are of spoilable nature.
 No Benchmarks In Terms of Productivity:- The customer, has to buy the products from
the local market. The fact is, in the local market the productivity or the selling of the
buying products is very limited. The customer without getting convinced from the local
market and after having the complete knowledge in respect of the production in the so-
called market the customer has to buy the products from there.
 Social Norm:- The purchasing decision of a buyer depends on the fact that, what are the
trending patterns in the society in the respect of the fashion; taste; thinking attitude in the
respect of accessories; cosmetics that suits best on men or are related to that of men's
grooming (Siddiqui and Arabia, 2015).
 Mental Fatigue:- It is a decision, that involves conflicts, that are lead by the ego depletion
of a customer. Ego depletion leads to loss of motivation among the customers.
Post Purchase Considerations:- It refers to the situation in which a buyer after purchasing, the
particular product, when starts using it came to know about the quality of the product that he has
purchased. Here, in this case, the buyer, after purchasing the shoes from the shopping centre,
started using it in every way, at every place and that too with full care. All the activities and
experience of a buyer regarding the purchase of that product, are included in the posts purchase
behaviour of the buyer. Usually, after making a purchase, consumers experience post purchase
dissonance. But, sometimes, the customer themselves are having regret on their decisions. It
mainly occurs due to numerous alternatives that are available (Siddiqui and Arabia, 2015). Good
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performance of the product generally inspires the buyer to buy more and more of that product
from that particular shop or place. It mainly occurs due to numerous alternatives available; good
performance of alternatives or the attractiveness of alternatives etc. The marketers sometimes
need to assure the consumer that the choice made by them is the right one. The seller can
mention or even highlight the important features or attributes and benefits of the product to
address and solve their concerns if any. A high level of post purchase dissonance is negatively
related to the level of satisfaction which the consumer draws out of product usage. To reduce the
post purchase dissonance, consumers may sometimes even return or exchange the product
(Lantos, 2015). Now, following are the search activities:-
 Specific:- These are such activities that are directly related to the problem. Such
requirements are required to solve the problems on the immediate basis.
 Ongoing:- The consumers go on with their research for a particular period if they decide
or i they want to buy that particular product. The ongoing activities are basically showing
the work which is in process.
 Incidental:- Anything, that is observed by me was incidental or happened accidentally,
under the natural situations. Such type of informations can be observed in our daily
routine lives as well. Following are the information can be observed in our daily;y routine
lives;-
1. Internal Sources:- Here, the consumer himself is included in the process of testing the
product and after testing the product he gives feedback on his own. HE himself recalls the
complete information that is stored in his memory and uses his experiences.
2. External Sources:- It includes all types of interpersonal communication with the external
factors that include:- friends; family; marketing people; through advertisements etc
(Godey and et.al., 2016).
PART 3
Recommendations For The Store Manager:- My recommendations for the store manager
would be to improve the quality of its product and provide such services to the customer that
helps the management of shopping centre to derive the proper customer satisfaction in proper
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and effective way. Following are some ways through which the recommendation could be given
to the manager of that Westfield Shopping Centre.
 Create A Clear Customer Experience Vision:- The first step here is to create a crystal
clear vision of experience strategy with a full customer focus mind. The easiest way to
define this vision is to create a set of achievements that acts as a guiding principle. One of
this principle are in place, and the customers will drive the behaviour of the organisation.
Every member of the stores team should be embedded into all areas of training and
development (Siddiqui and Arabia, 2015).
 Understanding the Customers:- It is the next step in building upon this customer
experience and to recommend the store manager of that shopping centre that he should
understand the needs and demands of their customers and should manufacture the
products as per their need. If your organisation is going to really understood the need of
the customers and will connect with the situations of the customers then, the organisation
will be able to fight with the competition and fulfil the needs of consumers. By creating a
persona the customer support team of the organisation can recognize who are the
potential customers and will be able to understand them better (Samiee and et.al., 2016).
 Create Emotional connection with the customers:- An organisation can achieve the best
customer experience when the members of the team creates an emotional attachment with
the customers. Through this the customers become loyal to the company / shopping
centre from where they are purchasing the grooming products. They also get emotionally
attached and remember how they feel when they use a product or service. A business
that optimizes an emotional connection with the customers its performance also becomes
outstanding. The emotionally attached customers are:- three times more likely;y to
recommend the products /service; more likely to repurchase; Much less price sensitive.
 Captures The Customer Feedback In Real Time:- Its important for the customer to give
feedback to the company/organisation through specific customer support agent and it
shows every team member the difference they are making to the business (Claiborne and
Sirgy, 2015.).
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CONCLUSION
The project report is focusing on the statement of purchase that is made by a customer.
The project report concludes the recommendations, given to the store manager by the customer.
Assignment emphasize on the problems that are faces by the customers in the respect of
purchasing. All the issues in the respect of purchase and post purchase problems.
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