Analysis of Consumer Buying Behavior: Dove Body Wash

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A REPORT TO ANALYSE THE CONSUMER BEHAVIOUR
RELATED TO THE PURCHASE OF DOVE SUPREME
CARING BODY WASH SILK AND RECOMMENDATIONS
FOR IMPROVEMENTS IN THE CUSTOMER EXPERIENCE
ALONG THE CUSTOMER JOURNEY
1

Table of Contents
Part 1..........................................................................................................................................3
Purchase Summary.................................................................................................................3
Purchase statement..............................................................................................................3
Store identification..............................................................................................................3
Principle marketing theory..................................................................................................3
Part 2..........................................................................................................................................4
Customer experience and journey..........................................................................................4
Pre-purchase consideration.................................................................................................4
Purchase consideration........................................................................................................5
Post-purchase consideration................................................................................................7
Part 3..........................................................................................................................................8
Recommendations..................................................................................................................8
Reference List..........................................................................................................................10
Appendices...............................................................................................................................13
Appendix 1...........................................................................................................................13
Appendix 2...........................................................................................................................13
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Part 1
Purchase Summary
Purchase statement
I purchased the product named "Dove Supreme Caring Body wash Silk" from "Westfield"
shopping mall which is located in London. I bought this product from the shop named "Boot"
which is located on the ground floor and right-hand side of the shopping mall entrance. The
product has a sweet smell which attracts or simulates the consumers and it was related to the
current needs perceptual vigilance. However, it can be said that the product was bought in the
high involvement decision-making process because I spent most of the time in the skincare
department. At the store, was conducting a promotion with light music for 5 to 10 minutes.
Most of the product items are displayed on the shelves for promotions and most of the
cosmetics were located in the middle of the self. However, it has been seen that in the
fragrance and brand cosmetic department was giving product information to the delegate
persons.
Store identification
It also has been seen that most of the sales staffs are roaming around near the product shelves.
Besides, some of the staffs were busy with rearranging the product; however, the
environment was good and all the staff had a friendly approach to the consumers. Apart from
this, the self-check payments were left-hand side of the shopping mall along with very few
staffs. The consumers were standing over there for a long time for paying their purchasing
bills. Moreover, the entire environment of the shopping mall was busy and the arranging
system of the products was a little bit odd. The competitors of this product which I bought
from the market were located at the same level which can hamper or influence consumer
behaviour. Therefore, the store Boot can be recommended some significant factors to
improve the customer journey for achieving the best customer experience such as
● Store image improvement
● Atmospheric development
● Post-purchase satisfaction
● Employee rewarding
However, it can be said that the entire findings of a product purchase which is mentioned in
the above can stand for high-involvement decision making. It mainly deals with problem
recognition, choice, intention along with the outcome of choice (Akbari, 2015).
Principle marketing theory
3

Based on the above product purchasing statement some principles can influence the
marketing of the consumers for the best customer journey and experience as per the 7P theory
of marketing. This theory mainly deals with 7 marketing mix factors such as
7P Marketing Mix
● People
● Price
● Promotion
● Physical evidence
● Product
● Process
● Place
Table 1: 7P Marketing mix
(Source: Khan, 2014)
This 7 marketing mix can influence people's purchasing behaviour positively and negatively
both. The factors of this marketing theory can influence consumer behaviour for purchasing
based on the promotion of a product and services and its pricing strategies. On the other hand,
it also hampers the customer journey and experience by providing a bad quality product along
with a high price (Chen et al. 2016). Moreover, if a marketing shop is located in the off-side
are can influence the purchasing behaviour of the consumer which results in the low product
sale. Therefore, it can be said that the principles of marketing are mainly influenced by these
seven marketing mix.
Part 2
Customer experience and journey
Pre-purchase consideration
Pre-purchasing behaviour mainly deals with the customer realization which stands for their
needs along with product information that helps to take decision for purchasing. Most of the
information of pre-purchasing considerations mainly associated with product brand, quality,
variation and alternatives (Bewley et al. 2015). Such kind of factors can influence consumer
behaviour and motivation along with their personality traits for purchasing any product.
Moreover, product-related factors also influence the purchasing behaviour of the target
market customers. Good product quality can influence the consumer for purchasing more
product from the same shop where the as bad quality product can impact negatively on
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customer purchasing behaviour. On the other hand, the collection of the branded product cans
impacts positively on the brand image of the shops whereas poor or low stock of products can
hamper its sale ratio.
Besides, it also has been seen that the product alternative and variation also plays an
important role in consumer behaviour. However, if an organisation have product alternatives
can impact positively on consumer satisfaction which influences the buying behaviour of the
consumers. On the other hand, if a consumer cannot get the product what he or she wants or
not even any alternatives of the particular product from an organisation can result in negative
influence (Lounis et al. 2014). Moreover, it also has been seen that the shops which have
poor and limited collection impacts negatively on the people's mind which stands for poor
brand image of the shop. On the other hand, those shops or organisation having lots of variety
of product can influence the psychological condition of the consumers or influence their traits
for product purchase.
Therefore, it can be said that the customer experience of the Westfield can be hampered due
to the product arrangement of the shop, Boot. The shop arranges the product shelf with the
same kind of product with a different brand who are competitors of each other. Moreover, the
target market customers are also can be influenced based on the culture of the shop which
was busy and no one was there for providing information. Besides, the theory of fun can
influence consumer behaviour for purchasing which helps the organisation to develop the
best customer experience.
The theory of fun (Piano staircase)
The fun theory of piano staircase can provide evidence for influencing consumer behaviour.
In this theory, a normal stair and escalator were situated close by where people chose
escalator use most. Suddenly the author implements some change to analyse the consumer
behaviour; they redesign the stair like a piano (Wee et al. 2014). As a result, most of the
people were started to use the stairs and enjoying the fun like playing the piano. Therefore, it
can be said that the shop can influence consumer behaviour for more purchase by increasing
the customer journey by rearranging the internal arrangements.
Purchase consideration
Purchase consideration and issue mainly stands for those barriers which influence the
consumer purchasing behaviour which includes organisational environment and customer
purchase experience
Organisational environment
5

The organisational environment mainly influence consumer behaviour based on some
significant factor such
● Cultural influence
The cultural influence mainly stands for the complex sum of tradition, knowledge, belief,
customs and morals habit which are acquired by the peoples. The consumer behaviour is
directly influenced by the cultural influence within any organisational environment.
However, the various emphases were given by the various cultures for disposing of buying
and utilization. An organisation must keep an eye to the community-based lifestyle which
helps to improve the best customer experience (Lemon and Verhoef, 2016). Moreover, every
organisation must adopt the local culture where it is situated or conducting business. It helps
to improve consumer behaviour for increasing the purchasing power. Therefore, it can be said
that the shop Boot and the shopping mall Westfield must redesign their internal interior as per
the local culture or some attractive way to influence consumer behaviour positively.
● Social group influence
The social groups mainly stand for the collection of individual peoples who mainly handle
the customer relationship and attitudes that are prevalent in society. However, the social
influences mainly associated with the interaction among peoples which helps to make the
relationship between stakeholders (Jisana, 2014). Therefore it can be said that the
organisation can improve its customer experience by changing the internal environment
which seemed very busy. Moreover, it also can be said that the organisation can make a good
relationship with the customers by applying the friendly approach for information providence
to the consumers. It impacts positively on consumer behaviour which helps to improve the
whole customer journey in respect of Westfield.
Customer purchase experience
The customer purchase experience also influences the consumer behaviour for buying based
on the relation between online customer experience and in-store environment.
● Online customer experience
It mainly includes the buying experiences of the customers which are shown in the online
portal and it helps the other customers to understand about the product quality. It can
influence the consumer behaviour positively and negatively both in respect of the online
customer experience mentioned in the portal (Chang et al. 2016). Therefore, it can be said
that Westfield can improve the customer journey by developing an online portal for customer
feedback.
● In-store environment
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This environment also influences consumer behaviour positively and negatively both based
on in-store environment. As an example, if the in-store employees are not cooperative to the
consumers and unable to provide exact information can influence consumer behaviour
negatively. On the other hand, the problem-solving ability, correct information providence,
cooperation can influence consumer behaviour positively (Miniero et al. 2014). Therefore, it
can be said that Westfield can improve customer experience by improving its in-store
environment through customer cooperation.
The black box theory of consumer behaviour
The consumer behaviour mainly stands for buyers who are purchasing the services and
products for their need by analysing a different kind of factors. However, consumer
behaviour needs to understand for achieving the best customer experience. According to this
theory, the black box mainly denotes to consumer behaviour or the buyer's mind (Harmeling
et al. 2017). This theory shows that the black box must be opened to understand the customer
demands which helps in the positive influence of consumer behaviour. This theory mainly
deals with two factors along with their subfactors which helps in positive customer behaviour
influence such as
Consumer characteristics
● Attitudes
● Lifestyle
● Knowledge
● Values
● Motives
● Perception
Decision- making process
● Evaluation
● Purchase
● Problem-solving
● Alternate evaluation
● Post-purchase
● Information search
Post-purchase consideration
The post-purchase issue mainly stands for those problems which are faced by the customers
at the ending of their product purchase which affects negatively on their buying behaviour for
future such as
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Cognitive dissonance
The cognitive dissonance mainly stands for the requirement of a consumer to reconcile two
conflicting view based on the product buying which can influence the marketing. On the
other hand, the reconciliation of opposing views can protect the self-image of the consumers
(Harmeling et al. 2017). Therefore, it can be said that the marketing strategies of the
Westfield must be competitive in nature for avoiding such kind of consumer confliction view.
Actual consumption
Actual consumption on consumer behaviour mainly stands for the reaction of the audience to
product marketing and it also recognised as the buying attitudes or intentions of the
customers. Moreover, every organisation need to focus on the pricing strategy of their
product which positively influences the consumer buying intention based on their financial
consumption (Chang et al. 2016). Therefore it can be said that Westfield must emphasis on
the pricing strategy of their product to influence consumer behaviour.
The Word of Mouth Theory
The word of mouth is recognised as the dominant factor for shaping the behaviour of
consumers. This theory mainly stands for effective communication to the consumers along
with significant marketing techniques. Moreover, this theory helps to influence the
consumers for purchasing any product. The effective communication influences a consumer's
psychological traits which impact positively on the product sale of an organisation.
Moreover, the word of mouth also acts like a strong marketing strategy which influences the
consumers for product purchase. As an example, if an organisation provides good service and
high-quality product to the consumers it results in satisfaction and the consumer shared their
experience with others (King et al. 2014). As a result, the sharing information encourages
other consumers for purchasing the same product which increases the business profitability.
Therefore, it can be said that by applying this theory the Westfield can improve product
purchasing by influencing customer behaviour and experience.
Part 3
Recommendations
Based on the problem identified within Westfield related to consumer behaviour development
and best customer experience two recommendations can be given such as
Atmospheric development
The organisation must change their internal atmosphere to attract the customers towards their
product offerings. Like the shop, Boot of the Westfield shopping mall was situated in the
right-hand side of the entrance corner has the maximum chance for attracting consumer
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attention. Therefore, the organisation needs to decorate attractively its internal structure to
change the existing environment. Moreover, the employees of this shop must be cooperative
with the consumers to meet their requirement which helps to mitigate their existing
environment. It seems very busy and impacts negatively on their brand image which
influences consumer behaviour negatively.
Customer rewarding and post-purchase satisfaction
The shop Boot has fewer employees in the billing section which hamper the entire billing
process and make the customer unhappy with the poor service. Therefore, it can be said that
the organisation must focus on the post-purchase satisfaction for the consumers which
increases the chance for further purchasing in future. The organisation must need to emphasis
on the customer service for achieving the best customer experience which influences
positively the whole customer journey. Moreover, the organisation must implement some
strategies for attracting the customers to attend their store by providing rewards. The shop
can arrange a surprise coupon, discounts and exclusive offerings for the customers which
influence their purchasing intention. Such kind of promotional activity helps the organisation
to achieve more customer engagement and best experience.
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