Consumer Behaviour - Assignment Example

consumer behavior Table of Contents Introduction 3 Diary 4 Situational influences 7 Consumer choice 8 Value perspective 9 Perception, learning, and memory 10 Personality and self concept 12 Introduction Consumer behavior can be described as the study of the situation that surrounds a consumer during the purchase process of a particular product. It usually involves the how, why, when and where a consumer commits or rejects a purchase of any particular product. This study attempts to study the various dynamics that affect the behavior of a particular consumer while purchasing a particular product. This blend of elements include psychological facts that include, perception, ,personality, self concept, motivation and feelings, sociology and social anthropology that include situational influences, relationship and economics that include consumption choice and value perspective of the item of purchase. This paper seeks to analyze the purchase behavior of a particular consumer on their purchases of between the 27th of February and the 11th of March 2012. The report seeks to analyze the various factors that influenced the purchases of the particular consumer in terms of situational influences, consumer choice value perspective satisfaction perception learning and memory, motivational and feelings, personality and self concept. Diary Day and time Consumption/purchase Reflections 27th Feb. 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 1230hrs Burger and fries Alone school cafeteria I was in a hurry 1830hrs Laundry detergent and fabric softener Alone, supermarket 28th Feb. 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 1345hrs Sandwich and salad Lunch with a colleague 1920hrs Chewing gum and bottle of wine Liquor store on my way to visit a friend 29th Feb. 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 1230hrs Burger and fries Alone school cafeteria I was in a hurry 1640hrs Groceries On my way home from school in an open air market 1st march 0800hrs Tea and doughnut Breakfast with a close friend in coffee shop. 1400hrs Juice and croissant A bus stop travelling back to school 2000hrs Sushi and rice On a date in a resturant 2nd march 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 3rd march 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 4th march 0800hrs Tea and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 1230hrs Burger and fries Alone school cafeteria I was in a hurry 5th march 0800hrs Coffee and doughnut Breakfast with a close friend coffee shop 1630hrs flowers Alone for a friend 2000hrs dinner With a friend in a restaurant 6th march 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 1400hrs Modem and I pad Department store my best friend 7th march 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 1530hrs shoes Department store my best friend 8th march 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 2100hrs Drinks Club a couple of friends 9th march 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 0930hrs Painkillers and water Chemist 1315hrs Lunch Restaurant with a friend 10th march 0800hrs Coffee and doughnut Breakfast with colleagues in coffee shop in the school grounds, catching up on the previous day 1230hrs Burger and fries Alone school cafeteria I was in a hurry 1430hrs Stationary Alone book shop 11th march 0800hrs Tea and doughnut Breakfast with close friend in coffee shop 1530hrs Socks and gloves A friend in a department store Situational influences This can be generally be defines as the circumstances that surround the time, place and conditions that surround the purchase in the particular purchase of the product. In an analysis of the situational factors we Identify a couple of factors that affect the purchase process of the consumer that include temporal facts: this are thoughts and feelings that surround the particular product, pressure factors this are the factor that push a consumer to make a haste or a well calculated purchase, seasonality factors: this are factors that are caused due to the cyclability of the supply of the product In subject. Citing an example of a situational influence in the dairy is the purchase and consumption of burger and fries. The purchase of such fast foods due to the time pressure on the consumer it pushed the individual into consumption of a fast food product. Another situational influence on the purchase process of the consumer is where the individual consumed a sandwich and tea. The consumer was driven into consumption of tea at lunch time due to the chilly weather that was on the day. Finally another case of situational influence is where by the consumer buys a sandwich at a bus stop this is a pressure situation where the individual is traveling and cannot purchase a solid dish hence results to a snack. Consumer choice This is generally refers to the intrinsic reason for purchase of a particular product in terms of rationality, experiment, and behavior influences. In the rational perspective of purchase the consumer commits to a purchase having critically analysis the circumstances around the particular purchase and has picked that most logical choice amongst the available choices. In the experimental perspective this is where the consumer make a purchase of a particular product with a though of testing the product for particular aspects that he or she seeks to find out. In the behavioral influence perspective the consumer seeks to put out a purchase with reference to the consumers particular behavioral patterns. An example of consumer choice can be derived from an instance where the consumer embarks on the purchase of a doughnut from a coffee shop every morning. This brings out a certain purchase pattern that the individual has. In addition we can see the individual embarking on rational choices in purchase where the individual sets commit to purchases such as the purchase of a wine bottle and the flowers. This was all attributed to the choice that the consumer h and was independent of any influences. In addition one may say that the purchases of items such as bulbs was totally independent and was not subject to any influence and therefore can be attributed as the customer’s choice. This is because the purchases was rational and independent rational experimental Behavioral influence Bulbs I pad and modem Coffee and doughnut groceries Wine drinks movies Flowers lunch painkillers stationary Value perspective This point sets to establish the consumer behavior of a customer in reference to the value that the customer attaches to the particular product that he or she has purchased. It has been noted that many customers tend to commit to purchase that they are believed to have value as compared to aspects that believe that they have low value. Value is usually measured by the ratio of the price tag of the product in question and the level of satisfaction that a customer gets from the particular product. Value perspective can be seen in the purchase of the modem and I pad the consumer first did window shopping for the product compared prices before the purchase of the product. The price on the product was not the only aspect that was in question but the ratio between the various facilities that the product has and the price that the product has. Other considerations were also put in subject such as aesthetic value of the product after sales service and related goods. Relationship Relationship could be defined as the relations between the consumer and the producer. This has affected greatly consumer purchase and consumption behavior. In addition most of the customers tend to have loyalties created towards particular brands and products. This has been greatly attributed to the levels of relationship they have to particular brands and producers. For example a person may highly entrust his tour and travel choices to a particular tour agent and in the long run affecting the nature of purchase he or she does. One of the consumption on the dairy that has been affected by relationship is the coffee and doughnuts. This is because the consumer purchases that coffee and doughnut at the particular coffee shop with an aim of catching up with the friends. This relationship is not between the consumer the product the consumer is purchasing but the relationship is between the consumer and other consumers who purchase the same product. In addition the consumer has also developed a loyalty to the coffee shop since even though he is not with the same company he still purchases from the same coffee shop. Another consumption that can be seen to have been affected by the relationship aspect is the consumption of drinks the consumer tends to purchase drinks in the same club this is because the individual has developed a loyalty to the specific club and feels obligated only to purchase from the same club and not any other club Perception, learning, and memory Perception can be termed as the thoughts and images that an Individual who in this case is the consumer holds particularly on the particular product. This goes a long way in affecting the choice of product. The propensity of purchase of a particular product is directly proportional to the level of perception and individual has on a particular product. Learning on the other hand has a key and important role in the purchase process of an individual. It is through learning that one is able to develop perception and attitudes towards a particular product. It is also trough learning that individuals are able to make choices and selection of products. Learning pays the critical role in the purchase process of the all individuals. Finally memory is also a factor in consumer behavior. Memory plays critical role in the in the selection process which is key in the purchase process of any consumer. Perception played various roles in the purchase of some of the product. One of the purchases that were affected by perception was the purchase of the groceries. The consumer has a perception that groceries that are found in open air market are of superior quality, fresh and cheaper tat purchase of the same products from the supermarket. Another purchase that was affected by perception is the purchase of the, I pad. the consumer believed that an I pad is of more superior quality than other tables. There is a great perception that apple products are superior to other products. Learning and memory ha also played a role in the purchase process of some of the goods that the consumer purchased. One of the products that the choice of product was influenced by learning and memory is the purchase of shoes. The choice of place of purchase the departmental store was due to a slogan the department store has “quality under one roof” this slogan trough a constant repletion in the media has trough learning and memory influenced that choice of place of purchase. Motives, emotions and aroused feelings Motives can be described as the intention or the reason why an individual embarks to participate in any given activity. On the other hand emotions are the inward feelings towards a particular items, object or person. Aroused feelings this are the emotions that are developed when in a part and in a particular situation and circumstance. The three aspects highly affect the way an individual thinks and makes decision. Since the decision making aspect is a vital stage in decision making an analysis of how an individual behaves during the decision making point is highly important and critical in knowing the consumer behavior. The three aspects affect the choice of good choice of point of purchase and consumption rate of any particular good. It also affects the choice of brand that an individual purchases. In addition motives may in a large extent affect an individual purchase. This can be seen through various purchases that the individual makes. One of the most vivid motives driven purchase is the purchase of dinner and wine the individual purchased wine and dinner with and intention to impress a friend. Another emotion and aroused feelings is the purchase of the modem and the I pad the individual was swayed to purchase a specific model due to the feeling that the individual had towards the particular model. Personality and self concept Personality and self concept is another key and important aspect in consumer behavior. Personality can be termed as the certain mix of attitudes emotions and behaviors that any individual possesses. Different persons have different mix of attitudes, emotions feelings and behaviors. These give all individuals a different personality. These personalities affect the purchase behavior of the different individuals and in the long run. This is because the different personalities give the different individual’s different tastes and preferences these different choices in purchases. The self concept is developed from the perspective that different individual have different tastes and preferences and therefore this greatly affect the way the individuals tend to pick or chose item of their suit. Self concept plays a big role in the development of an individuals personality as it influences the views and thoughts of an individual Self concept can be seen in the purchases where the individual embarks on a daily purchase of coffee and a doughnut for their breakfast. This can be attributed as a personal habit as the individual does a recurrent purchase of the similar product from the same purchase point. Another example of self concept and personality is where the individual purchases drinks every time they go out with friends to a club. Satisfaction Satisfaction can be defined as the term used to measure by how much the products that are produced by a company or institution meet or subsequently surpass the expectation of the consumer of the produced product. It can be termed as an expression of product qualities verses consumer expectation. The level of satisfaction of any particular product can be measured through customer feedback of the product rating. Many scholarly articles define customer satisfaction as the percentage of customers who have given positive feedback of their experience with the products that the company provides. Consumer satisfaction is key in the analysis of the purchase behavior as satisfaction affect the re purchase of the product and the emotions that the consumer has on other product that are produced by the same company. Satisfaction can be seen in the purchases of the products that were purchased above this includes the purchase of the modem and the I pad. The consumer acknowledges that the items that he had purchase were of good and prime quality and they enjoyed using the particular products. More so the daily purchase of coffee and doughnut from the same vender is a clear indication of satisfaction of customer to the products. References Babin.(2008) consumer behaviour (cb3), 3rd student edition with coursemate and ebook cenle  Read More