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Consumer Behaviour

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business law
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Moi University

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MARGARET K.
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documents in English
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case study
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4 pages
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  1. Introduction
  2. Consumer behaviour
  3. Consumer decision making process
  4. The internal, external and situational factors
  5. Purchase one
  6. Purchase Two
  7. Purchase Three
  8. Purchase Four
  9. Conclusion

The products that will be focused on this assessment will be meat products including poultry, new and/or used passenger cars, wine and related products and dairy products. These four product purchases will be assessed for internal, external and situational influences to determine the type of consumer behavior that accompanies the consumer's decision process when purchasing any of these products. Consumer behavior is a field of study that focuses on the type of behavior that is used by consumers to purchase a product or service. Consumer behavior involves the study of various elements of human behavior such as sociology, psychology and economics which are usually employed when consumers make their purchases. This field of study is mostly aimed at understanding the buyer decision making process by assessing the consumer's buying behavior at an individual or group level (East et al. 2008).

Consumer behavior analyses the characteristics of individual consumers such as behavioral variables and demographics which might affect their purchasing behavior. It also focuses on the influences of consumer groups such as family, friends, work mates, acquaintances and other important people who fall under reference groups for the consumers purchase. The theories that are used in consumer behavior mostly focus on the purchasing and consumption habits of consumers and whether these purchasing habits demonstrate a regular pattern (O'Dougherty 2007).
The consumer decision making process involves the steps that a consumer takes when making a purchase decision. These steps include need recognition, search for product information, product evaluation, product selection and purchase, post purchase product use and evaluation and disposal of the product. These steps basically represent a guide that can be used by consumers when making their purchase decisions. Consumers do not have to necessarily follow these steps during their purchase decision making process but these steps offer a guide into the various aspects that come into play when consumers are buying products (Lamb et al. 2009).

[...] Available at: http://www.abs.gov.au/ausstats/abs@.nsf/Previousproducts/ 1301.0 Feature% 20A rticle182004?opendocument&tabname=Summary&prodno= 1301.0 &issue=2004& num=&view= [Accessed 19 May 2011] Australian Bureau of Statistics (2006) Australian social trends Available at: http://www.abs.gov.au/Ausstats/abs@.nsf/2f762f95845417aeca25706c00834ef 71DFDE1556ED2AB7CA2570EC0073F3E1[Accessed 19 May 2011] Department of Agriculture, Fisheries and Forestry (2007). Australian food statistics 2006. Canberra, Sydney: Food and Agriculture Division East, R., Wright, M., and Vanhuele, M., (2008) Consumer behaviour: applications in marketing. London: Sage Publications Hoyer, W.D., and Macinnis, D.J., (2010) Consumer behaviour. Mason, Ohio: South Western Cengage Learning Lamb, C.W., Hair, J.F., and McDaniel, C., (2009) Essentials of marketing. [...]


[...] These steps include need recognition, search for product information, product evaluation, product selection and purchase, post purchase product use and evaluation and disposal of the product. These steps basically represent a guide that can be used by consumers when making their purchase decisions. Consumers do not have to necessarily follow these steps during their purchase decision making process but these steps offer a guide into the various aspects that come into play when consumers are buying products (Lamb et al. 2009). [...]


[...] Situational factors are the temporary conditions that affect how buyers behave during the purchase decision making exercise. Situational factors influence whether the consumer will actually buy a product or not from a retailer and what factors will affect their purchasing decision. The most common situational factors that affect the buying decisions of a consumer include physical factors such as the location of a store, general ambience and environment, social factors such as whether the product is good for the society and time factors such as how long it takes to purchase the product when the product is being purchased by the consumer (Tanner and Raymond 2010). [...]


[...] The most commonly purchased meat products include beef, red meat, veal, liver and kidney meat and sheep offal. The poultry products that are commonly sold to Australian consumers include chicken breasts, eggs, chicken wings which are available in many of the fast food restaurants in Australia and boneless chicken products. The average consumption of meat products in Australia averages more than 224 grams a day for each individual consumer while that of poultry products amounts to 200 grams per day (Minchin 2007). [...]

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