Kaplan MKT301: Consumer Behaviour Reflective Analysis Report

This report presents a reflective analysis of consumer behavior, based on observations from two distinct shopping trips. The first trip involved the purchase of a convenience product (detergent), while the second focused on a high-involvement product (a mobile phone). The analysis explores the motivations behind the purchases, the evaluation processes undertaken by family members, and the reasons influencing their buying decisions. It considers factors such as income, brand, and durability in the context of mobile phone purchases, contrasting them with the simpler decision-making process for a daily necessity like detergent. The report references relevant consumer behavior theories to explain the observed patterns and differences in purchasing behavior, including the levels of consumer involvement and the influence of marketing strategies. The conclusion highlights the contrast between low-involvement and high-involvement purchases and underscores the importance of understanding consumer decision-making processes for effective marketing.

CONSUMER BUYING BEHAVIOUR 0
CONSUMER BUYNG
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CONSUMER BUYING BEHAVIOUR 1
Contents
My shopping trip........................................................................................................................2
Motivation behind buying the products.....................................................................................2
Mobile phones........................................................................................................................3
Detergent................................................................................................................................3
Evaluation done by my family members before buying the products.......................................4
Detergents..............................................................................................................................4
Mobile phone.........................................................................................................................4
Reasons behind my family members buying the products.........................................................5
Mobile phone.........................................................................................................................5
Detergent................................................................................................................................6
Summary....................................................................................................................................6

CONSUMER BUYING BEHAVIOUR 2
My shopping trip
Shopping is an activity through which a buyer navigates through one or more vendors the
existing products or services with the intention to buy an acceptable range of them. The
scholars who classify one category of shoppers as a leisure shopping community are creating
a typology of shopper types. Shoppers enjoy shopping and are looking at it as a social sport.
In the retail sector, internet shopping has been an significant disruptive, because customers
already have the ability to check for product details and position orders across various
regions. Online retailers distribute goods to the house, workplaces or anywhere they choose,
directly to the customer. It is convenient for customers to pick some items directly from the
manufacturer website and get them shipped fairly easily via the B2C mechanism (Business to
Customer mechanism). Consumers will not have to waste resources when attending retail
shops use online shopping methods. They save time and transportation expenses in this way.
A supermarket or a shop is a business that sells a range of items. Or sell them
to customers for money or other goods. The perceptions of shoppers 'shopping can differ.
Such factors rely on different variables, such as care of the consumer, comfort, the sort of
products that you purchase and mood (Rani, 2014).
I went to two shopping trips, During the first shopping trip with my mother and I went to buy
daily products for day to day use, one of such product was a detergent which we bought from
the nearby superstore. The second shopping trip was with my father and we went to buy a
smartphone or him. In both of the shopping trip I observed different buying behaviour
Motivation behind buying the products

CONSUMER BUYING BEHAVIOUR 3
Mobile phones
There are various reason behind buying a phone as in the word today, phones are one of the
most important thing, while going on the shopping trip I understood the motive behind my
father for buying a phone and the solo motive was that
Because For a mobile phone, there are so many things you can say. Of course, the goal is to
connect with everyone, at any moment, so you do have internet connectivity accessible. It's
quite enticing. With a little box in your wallet you can search the Internet. Apart from thus it
is a Handy product (Muhamad, and Mizerski, 2010).
And instead social media, software and games become open. It seems as if people are
continuously posting something on Twitter, Facebook, Instagram so how do you stop
consistently searching for information on your idols? So all of these you famous? With
sports, you can even waste time on your smartphone without using it for basic purposes. And
citizens are always on their smartphones with an application for any use.
Detergent
On the other hand detergent is something for which my mother did not think even for a
second, it is a kind of product which is used every day and thus my mother bought it and the
only motive was that it was necessity According to the case report, the cleanliness of clothes
is seen as a symbol of loyalty to their communities by women in the North-east, and washing
is part of their social standing and self-esteem.

CONSUMER BUYING BEHAVIOUR 4
Evaluation done by my family members before buying the products
Detergents
Many sales with minimal commitment are not anticipated or attentive. Such buying decisions
are considered impulse transactions. While you're waiting to check out in the shop, you could
see a magazine on the cover of Angelina Jolie and Brad Pitt only because you like it. You can
see the tape roll at a check-out booth so you might realize you need one, or you might figure
out that you are hungry or want a chip pack. Typically these are wrong choices. They are
stuff. Low-involved choices, while they may be, are not always goods purchased on instinct.
In this situation, detergent was one of the lowest purchasing prices, because my mother
understood what she wanted, she knows the brand and the quality and my mother buys it
every day without considering the factors (Tan, 2011).
Mobile phone
High-impact choices, on the other side, present a larger danger to consumers if they crash,
become ambiguous and / or carries large price tags. A car, home and insurance policies are
included in the forms. These products are not necessarily ordered, however the consumer is
interested. Consumers may not take part in frequent response behavior when consuming
strongly involving products. Customers should also use a systematic problem approach to
time when evaluating considerations such as commodity features, prices and assurances.
Extremely active consumers will experience a lot of dissonance (anxiety) during buying if
they are uncertain about their transactions or whether they have trouble deciding between two
alternatives. Industries offering high-involvement goods realize that dissonance may be a
concern following purchasing. They also seek to provide customers with a great deal of
knowledge on their goods, like why they're superior to rival brands and why they're not

CONSUMER BUYING BEHAVIOUR 5
letting the customer down. Salesmen may be used to address inquiries and keep a huge
amount of consumers 'palms (Gajjar, 2013).
In this case mobile phones was the high involvement decision as my father thought a lot
before buying it, he compared various brands and their prices before buying the mobile
phone. This product was expensive and thus it was important to keep factors like brand,
income and the price of the product in mind apart from this it was also important to know the
value of money while purchasing the product.
Reasons behind my family members buying the products
Mobile phone
Income: income is one of the most important factor or element while buying a phone when
my father was buying the phone he constantly thought the money that would be used and it
the price is the best price for the phone (Lysonski, and Durvasula, 2013).
Brand: Instead of finding the same model, the user often needs to pick through smartphone
brands. And in case of smartphones, the customer is not brand loyal. Internet is the most
successful platform for mobile ads. Each customer has found smart phones a requirement.
Most customers gather model details and make connections before purchasing a smartphone.
Brand name is a crucial component in mobile phone purchasing.
Durability: the last and the important thing is durability as it is important to see if the product
is value for money or if the product it worth the money invested. My father considered as one
of his first priority before buying the product

CONSUMER BUYING BEHAVIOUR 6
Detergent
Necessity: there is no other factor behind buying a detergent as it is a day to day product apart
from being a need there is nothing to think about before buying this product. When I went to
purchase this with my mother, I observed that she did not compare the brand or the price, she
simply purchased it (Yeon Kim, and Chung, 2011).
Summary
Throughout this case, detergent was one of the lowest purchases since my mother knew what
she needed, recognizes the brand and its price and, without taking into account the reasons,
my mother purchases it each day. At the other side, high effect options present a larger
danger to customers if they fall, are unclear and/or carry broad price tags. Consumers can not
engage in repetitive response behaviors during the buying of heavily involving goods.
Additionally, the long-term study of various variables such as commodity attributes, prices
and rewards for consumers is often a systematic solution to dilemmas.
Quite engaged customers feel a lot of dissonance when shopping because they are unaware
about their purchases or whether they have difficulty choosing between two choices.
Salespeople may be employed to satisfy questions and to retain a wide number of palms for
buyers. In this case, cell phones were the best option, for my father thought a lot before
purchasing them. Before he bought mobile phones he contrasted different brands and their
costs. This commodity was costly and so it was crucial, in addition to keeping in mind
considerations such as brand, sales and retail quality, that the worth of money was understood
in the buying phase.

CONSUMER BUYING BEHAVIOUR 7
1. Rani, P. (2014). Factors influencing consumer behaviour. International journal of
current research and academic review, 2(9), 52-61.
2. Muhamad, N., and Mizerski, D. (2010). The constructs mediating religions' influence
on buyers and consumers. Journal of Islamic Marketing, 1(2), 124-135.
3. Tan, B. C. (2011). The role of perceived consumer effectiveness on value-attitude-
behaviour model in green buying behaviour context. Australian Journal of Basic and
Applied Sciences, 5(12), 1766-1771.
4. Gajjar, N. B. (2013). Factors affecting consumer behavior. International Journal of
Research in Humanities and Social Sciences, 1(2), 10-15.
5. Yeon Kim, H., and Chung, J. E. (2011). Consumer purchase intention for organic
personal care products. Journal of consumer Marketing, 28(1), 40-47.
6. Lysonski, S., and Durvasula, S. (2013). Consumer decision making styles in retailing:
evolution of mindsets and psychological impacts. Journal of Consumer Marketing,
30(1), 75-87.