Discuss about the Shopping Behaviour Of Consumer Behaviour.
Consumer is related to the study of the ways by which individual customers behave towards the products that are offered to them by the organizations. The behaviour of the consumers includes factors like, selecting the products, buying the products, using the products and disposing the ideas. This further refers to the actions that are taken by the consumers based on the purchasing products. The marketers able to use the information that is related to the behaviour of the consumers for the purpose of understanding the needs and the demands of the consumers. The consumers are considered to be the kings of the market and their needs are given utmost importance by the marketers. The demand and the supply chain of the organizations are heavily affected by the behaviour of the consumers. The lack of demand for the products may cause a lack of interest of the marketers to bring suitable products to the market (Cantallops & Salvi, 2014). The identity and the demographics of the consumer also affect their behaviour in the market. The behaviour of the consumers can be detected by studying the class, physiology, and standard of the consumers. The psychology of the consumers is also important for deciding the types of products that they wish to purchase. The knowledge that the consumers have about the different products in the market can help them in taking the purchase related decisions. The ways by which the company can improve the marketing based campaigns and the marketing strategies affect their purchase decisions to a large extent (Carrington, Neville and Whitwell 2014).
Consumer profile
Age – 22
Gender – Female
Marital Status – Unmarried
Family – Three members
Education level – Graduate
Income – Not relevant
Occupation – Student
Generational Cohort – Generation Y
Value Segment – The young optimism
The analysis of the consumer profile suggests that she belongs to the group of the consumers who are interested in the purchase of products for the purpose of improving their lifestyle and create a respectable position in the society. They are mainly keen on increasing their value among their peers by purchasing products that can help them in improving their position. The consumers belonging to this group are conscious about the image that they have among their peers. This group mainly consists students and young people. The consumer of this segment will thereby tend to purchase products that linked to the increase of their status and they may not be shopping to fulfil their needs. The consumers are more interested in buying products and experiencing the effects of these products on their regular lifestyle (Cohen & Bernard, 2013).
The analysis of the behaviour of the particular consumer related to the purchases that were made within a period of four days have depicted that the consumer is more oriented towards the purchase of luxury products. The products have been purchased based on the value that the brand holds in the industry. The behaviour of the consumers is affected by a huge number of factors. The consumer behaviour is mainly related to the selection, the acquisition and the consumption of different goods by the consumers. Different types of processes are involved in the behaviour of the consumers. The consumers initially try to find out the products that they wish to buy. Following this step, they make the estimate of the funds that are present with them for the purpose of acquiring the products. The consumer finally compares the price of the products offered by different companies and then the decision is made regarding the purchase of products. The cultural factors of consumers affect the buying behaviour (Griskevicius & Kenrick, 2013). The cultural factors include, the background and culture and the groups to which the consumers belong. The social class of the consumers also help in deciding the amount of money that they are able to spend on their purchases. The consumer in this case belongs to a group where she wishes to create a high social status among her group of friends. The social factors include the family to which the consumers belong and the class of their families as well. The choice of the products is based on the class or the levels of the families of consumers. The consumer in which belongs to a high class family and the choice of products are thereby based on the brands and high status (Zhao et al., 2014). The personal factors also affect the ways by which the consumers behave in the market. The personal factors include, the age, occupation, lifestyle, personality of the consumers. The age of the consumer in this case is an important determinant of the product that she wishes to purchase (Karimi, Papamichail & Holland, 2015). The level of income is however not quite important for the determination of the behaviour of the consumers in this case as the family background mainly affects the buying related behaviour that is depicted by her. The psychological factors that help in deciding the behaviour of the consumers towards the products of different organizations are related to the levels of motivation that affect the decision of consumers. The perceptions, attitudes and the beliefs of the consumers related to the various products affect the decisions that are taken by them. The profile of the consumer depicts that she belongs to that group in which the consumers tend to purchase products to enhance their positions in the society. The products that is purchased by this consumer is not related to her needs. The main motivation behind the purchase of this product is based on the enhancement of their position among the peers or the fellow students of the university.
The high involvement product that has been nominated for the purchase of the consumer based on the analysis of the consumer profile is “Apple iPhone X”. Apple is an American multinational organization which operates in the field of technology. The organization has its headquarters in Cupertino, California. The smartphones that are manufactured by the organization are considered to be a part of the premium product range. The items act as a symbol of status for the consumers who purchase the products. The smartphones of this organization are considered to be of the highest quality. The company also a high brand value which enables Apple to become a symbol of status for its loyal customer base. The organization upgrades the products after definite periods to provide greater facilities to the customers (Apple., 2018). The target market of Apple has always been the premium group who are more concerned about the brand value and the quality of the products rather than the prices that are charged from them Apple has been successful in providing the highest levels of satisfaction to the consumers with the help of its high quality products. The products can be differentiated from the smartphones that are manufactured by the other organizations in the industry. This has provided the brand with a separate identity in the market. The consumers tend to purchase the products in the attempt to improve their position in the market. The product has been considered in the high involvement category as it is able to create a different position in the minds of the consumers. The products mainly become a symbol of the lifestyle of the consumers (Ngai, Tao & Moon, 2015). They add value to the lives of the consumers. In this case, the consumer also belongs to the group which can help in improving her position in the society and among her peers. The consumer has therefore planned to purchase this product in the future to increase the value that she has among the students. The plans of the consumer is not totally based on her needs. It is mainly a part of the status symbol that needs to be created by the student in the society. The product that consumer is planning to buy has been launched recently by the company and belongs to the high priced group. The consumer can thereby form a status in the society by owning the “Apple iPhone X”. The purchase of the product has been planned long before by the consumer soon after it was launched in the market. The consumer is planning to implement the plan within two weeks from the formation of the profile and analysis of her buying behaviour (Pham, 2013).
The regular purchases of the consumer include products like groceries for her home and other clothing related items as well. The clothing related items and the accessories that are bought by the consumer mainly belong to various small and large brands. The consumer is more interested towards purchasing products that are related to her daily usage. The groceries are the items that are required by the consumers on a daily basis. These purchases are mainly based on the needs of the consumer. The groceries are shopped on the alternate days. The consumer does not tend to purchase items on a weekly or monthly basis. The products are purchased in smaller quantities which can be used by the student for around two days (Raheem, Vishnu & Ahmed, 2014). The grocery items are then purchased based on her needs. The clothing related items on the other hand are purchased on a monthly basis. Sometimes the clothing items are bought without any needs of the consumers. These products are considered to be low involvement in nature as they are not planned before purchasing by the consumer. The consumer on the other hand purchases these products on a random basis. The consumer has spent more on the clothing items as compared to the other accessories like bags, jewellery and others. The money that is spent by the consumer is based more on the debit cards. The consumer thereby tends to spend huge amounts on the clothes and other items. These products cannot be considered to be high involvement in nature, however, the products are a major part of the daily lifestyle of the consumer (Schmitt, Joško Brakus & Zarantonello, 2015).
On the other hand, the high involvement product has been planned long before and has not yet been purchased by the consumer. This product is related to the status of the consumer and she has been planning the purchase after it entered in the market. The consumer is involved in the product to such an extent that the high price that has been decided by the company has not been able to decrease the demand of the product by the consumer. The consumer is planning to purchase this product by using the credit card that has been provided to her by her family. The behaviour of the consumer is totally different from the ways by which she purchases the regular products and the plans that she has regarding the purchase of Apple iPhone X. The amount that she is planning to spend for the phone is quite high and she has never spent such high amounts of money on any product in the past. The product has made the consumer totally involved in the planning process of purchasing the phone. The consumer has also tried to save from the purchases that have been made by within a particular period of time. This will be helpful for the consumer to purchase the high involvement product in an easier manner (Sparks, Perkins & Buckley, 2013).
The consumer is a part of the “Young optimism” group of the Roy Morgan’s Value Segments. She tends to purchase products based on the brands to which they belong. The brand value of the products holds high levels of importance for the consumers of this group. The image of the consumers is concerned to be quite important in this case. The consumers of this group are quite innovative and adventurous in nature. They are interested in the high quality technologies which are provided by the different products. The consumers are also innovative and in nature and prefer products that help in representing their thought process. They further tend to develop perspectives related to various aspects in the industry. The mindset of these consumers are related to travelling to new places. They tend to associate with people who have similar mindsets and are willing to provide them with company (Vinerean et al., 2013). The consumers of this group prefer to be a part of the group and they can even try to ensure their membership by increasing their status in the society. This is the main reason behind the plans that are made by the consumer in this case to purchase the Apple iPhone which can act as a symbol of their status. The marketing managers can be thereby recommended that the products need to be offered to these consumers in such a manner so that it can appeal to their social status and can be able to improve the image that they have among the colleagues or the peers. The shopping behaviour of the consumers has depicted that the consumer tends to be attracted more towards the products that belong to certain national or international brands (Xiang, Magnini & Fesenmaier, 2015). The choice of the products that are made by the consumer is totally based on the value that the brand has in the market. The marketers can try to create awareness of their brands among the consumers of this segment with the help of the modern marketing techniques which include the process of digital marketing. The strategy needs to be formulated in such a manner so that it concentrates more on the value of the brands and the quality of the products rather than the prices that are determined for the products. This will be helpful for the marketers to create a huge market for their products among the consumers of this segment of Roy Morgan’s Value Segment (Zhang, 2015).
Conclusion
The report can be concluded by stating that the behaviour of the consumers is totally dependent on the place and society to which they belong. The factors like their income levels, age and family also affect the choices if products that are made by the consumers. The consumer who is analysed in this case belongs to the Young Optimism segment of Roy Morgan’s Value Segment and they possess various characteristics that related to the buying behaviour of products. The consumers try to increase their value and status and this has led to the choice of a high involvement like “Apple iPhone X”. The product and the brand is itself a huge symbol of social status that is held by the consumers of this company. The marketers are thereby recommended to invest on promotional activities based on the quality of their products rather than the prices that are charged.
References
Apple. (2018). iPhone. [online] Available at: https://www.apple.com/iphone/ [Accessed 28 Apr. 2018].
Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
Carrington, M.J., Neville, B.A. and Whitwell, G.J., 2014. Lost in translation: Exploring the ethical consumer intention–behavior gap. Journal of Business Research, 67(1), pp.2759-2767.
Cohen, J. B., & Bernard, H. R. (2013). Evolutionary psychology and consumer behavior: A constructive critique. Journal of Consumer Psychology, 23(3), 387-399.
Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives: How evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), 372-386.
Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137-147.
Li, S., Linn, J., & Muehlegger, E. (2014). Gasoline taxes and consumer behavior. American Economic Journal: Economic Policy, 6(4), 302-42.
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Pham, M. T. (2013). The seven sins of consumer psychology. Journal of consumer psychology, 23(4), 411-423.
Raheem, A. R., Vishnu, P., & Ahmed, A. M. (2014). Impact of product packaging on consumer’s buying behavior. European journal of scientific research, 122(2), 125-134.
Schmitt, B., Joško Brakus, J., & Zarantonello, L. (2015). From experiential psychology to consumer experience. Journal of Consumer Psychology, 25(1), 166-171.
Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1-9.
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66.
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