Consumer Behaviour In Marketing Assignment Samples

Consumer Behavior Analysis Case Studies and Assignment Help

Consumer behavior analysis is the study of economic entities such as individuals, groups and organizations and the processes used by them to purchase any product or a service. Consumer behavior analysis case studies are the staples of students of marketing, general management etc. In this article, we shall explain the concept of a consumer behavior analysis, give you tools to do consumer behavior thesis and also show you how to solve a typical consumer analysis case study. However, first let us, clear some basic concepts relating to consumer behavior through our consumer behavior assignment help.

Definition of consumer behavior

According to Sabine Kuester, Strategic Marketing and Marketing in Specific Industry Contexts, 2012, consumer behavior analysis is the study of individuals, groups or organizations and the processes utilized by them to select, purchase, use and dispose of products, services, experiences, ideas etc and the effect of such choices upon the society in general. Consumer behavior analysis consists of the following aspects:

  1. The subjects of research for consumer behavior analysts covered through consumer behavior assignment help are individuals, groups and organizations.
  2. It is study of a product being purchased, used and disposed off. Since disposal of a product is related to environment thus consideration of natural factors also comes under analysis, explain our consumer behavior assignment help experts.
  3. Services of products sold — covered through consumer behavior assignment help — also come under its purview.
  4. Finally, consumer behavior analysis also deals with the impact of consumer choices on society in general, mention the consumer behavior assignment help experts.

Know more through consumer behavior assignment help or consumer behavior essay help.

Why should we do consumer behavior analysis?

There are four main areas of application for consumer behavior, explain the consumer behavior assignment help experts. They are:

  1. Marketing strategy

Consumer behavior analysis is mostly used in determining the marketing strategies of big companies, state our consumer behavior assignment help experts. Here are few instances of how marketing strategies are influenced by consumer behavior practices:

  • According to the in consumer behavior assignment help experts, the fact that consumers are more receptive to food products ads when hungry determines the scheduling of such ads late in the afternoon.
  • Similarly, the consumer behavior assignment help experts state that by understanding that few consumers like to experiment with new products, companies keep their initial prices low to achieve the break-even point.
  1. Public policy

Consumer behavior — as covered in our consumer behavior assignment help material — profoundly impacts public policies. Smoking of cigarettes and other tobacco products and consumption of alcohol impact how public policies shape the advertisements of such products, mention the consumer behavior assignment help experts. Tobacco companies are required to provide disclaimers and show graphic images of lung infections in order to inform the consumers and help them make an informed decision. Know more through consumer behavior assignment help.

  1. Social marketing

According to the consumer behavior assignment help experts, social marketing in aims at getting messages across to the consumers rather than selling a product. For instance, if the target is to prevent the transmission of diseases like HIV etc through sharing of needles by illegal drug users is the goal, then simply trying to reduce the number of illegal drug users is not a realistic goal. As such, advising them to put the needles in bleach before sharing them is a much more realistic goal, state the consumer behavior assignment help experts. Realizing consumer choices can help to determine the marketing strategies. Know more through consumer behavior research paper help or consumer behavior assignment help.

  1. Consumer choices

Consumer behavior study can help not only producers but also consumers, clearly state our consumer behavior assignment help experts. For instance, common sense informs us that buying 64 units of liquid detergent bottles may be a better choice than 32 bottles since one would have to pay a lesser price per unit, mention the consumer behavior assignment help experts. However, by buying such large quantities of product, the consumer has to pay size premiums. Thus, knowing this will help a consumer to make better choices and check the unit cost labels before buying a product, the consumer behavior assignment help experts add.

For better understanding, take consumer behavior assignment help.

Theory of consumer behavior analysis: Black box model

The Black Box theory — an integral part of consumer behavior assignment help material — is often applied in consumer behavior case analysis case studies. Let us first look at the concept of black box closely explained by our consumer behavior assignment help experts before moving on to how it can be utilized as a theory.

Black box

  1. Black box was used in 1947 by the RAF.
  2. However, it was popularly used after 1964.
  3. The Flight data recorder (FDR) and Cockpit Voice Recorder (CVR) were together known as the black box.
  4. However, it can also be used to define anything that can be known only in relation to its function.
  5. Since we cannot know what is inside a black box we can only define it in terms of what goes into it (input) and what comes out of it (output). (See fig 1)
  6. Black box can therefore be used as an effective concept in psychology, philosophy and scientific enquiries. Take consumer behavior assignment help to know more.

Black box theory

Fig 1: Scheme of black box

                               

  1. The term Black box theory, as per our consumer behavior assignment help material, can be used in any field of psychology, philosophy and science where some enquiry or definition is made into the relations of appearance of something that goes into the black box and that which comes out   of the black box.
  2. As an important theory of the consumer behavior assignment help material, it is mainly based on observation.
  3. In consumer behavior, the black box is the human mind and black box theory refers to the analysis of the observations made on consumer behavior practices. To know more, take consumer behavior assignment help.

Black box model

  1. The black box theory through consumer behavior assignment help can be utilized to understand consumer practices.
  2. The model, in consumer behavior assignment help material, shows the interaction between two forces: environmental factors and consumer responses.
  3. Environmental factors, the consumer behavior assignment help experts say, are made up of marketing stimuli and environmental stimuli.
  4. The consumer black box is made up of consumer characteristics and decision process, state the consumer behavior assignment help experts.
  5. Finally, consumer responses, as per our consumer behavior assignment help material, are made up of several forces.
  6. Together it shows the interaction in between external stimuli, consumer decision processes and consumer responses, according to the consumer behavior assignment help experts.
  7. However, it must be remembered that the black box model is dependent on the understanding that consumer responses are rational choices. However, this might not always be the case. To know more, take consumer behavior assignment help.

Black box model explained

Fig 2 Black box model

ENVIRONMENTAL FACTORS

CONSUMER BLACK BOX

CONSUMER CHOICES

MARKETING STIMULI

ENVIRONMENTAL STIMULI

BUY’ER’S CHARECTERISTICS

DECISION PROCESS

Product

Price

Place

Promotion

 

 

 

Economic

Technological

Political

Cultural

Demographic

Natural

Attitudes

Motivations

Perceptions

Personality

Lifestyle

Knowledge

Problem Recognition

Information Search

Alternative Evaluation

Purchase decision

Post purchase behavior

Product Choice

Brand Choice

Dealer choice

Purchase timing

Purchase amount

 

Black box model consists of three parts:

  1. The first part consists of the environmental factors in consumer behavior assignment help material, which in turn, is made up of marketing stimuli and those provided by the environment.
  2. Marketing stimulus covered through consumer behavior assignment help is provided by the company and is related to the kind of product is sold, the price of that product, the place and promotion of that product in short the marketing mix of that company.
  3. Environmental factors covered through consumer behavior assignment help may consist of the economic, political, technological factors which are not influenced by the company’s marketing strategies.
  • Consumer’s black box

Consumer choices are dependent upon the decision-making process which consists of the following steps:

  1. Problem recognition: The first stage covered through consumer behavior assignment help involves recognition of the problem; the buyer has to recognize that he or she has to make a consumption choice out of a variety of market choices.
  2. Information search: The second step involves information search explained through consumer behavior assignment help where the consumer recognizes a problem and tries to search for solution. He or she may use either memory of a particular product or the information that is freely circulating in the market place. The psychological factor which is related to this step is perception covered through consumer behavior assignment help. Perception refers to the interpretation of information which is received by the use of human senses. Consumer tendency to search for a particular piece of information helps companies to create their marketing strategies accordingly. Consumers use both internal (memory) search as well as external search for information and form perceptions. There are various sources available to consumers for information gathering like:
  3. personal sources (family, friends)
  4. commercial sources (advertisements)
  5. public sources (announcements)
  6. past experience (memory)
  7. Alternative evaluation: Theinformation received by the consumer has to be evaluated. The consumer evaluates all the alternatives available in order to make a choice. The total set of alternatives available is called evoked set in consumer behavior assignment help material. An evoked set in the case of a consumer choice would be the different companies and their products. Know more through consumer behavior assignment help.
  8. Purchase decision: After the evaluation of options,purchase decision is made by the consumers. All purchase decisions may not result in actual purchase. As such companies might provide stimulus like credit card payment or finance options. Know more through consumer behavior assignment help.
  9. Post purchase: Evaluation is the next stage which when not handled properly leads to erosion of the loyal customer base covered through consumer behavior assignment help. In this stage, it is necessary to ensure that the client has made the right decision and the alternatives would never have been preferable. The concept called “cognitive dissonance” is associated with it. It refers to a situation whereby an individual fosters contradictory opinions and beliefs at the same time. Other internal factors such as attitudes, lifestyle etc also matter. Know more through consumer behavior assignment help.

The third stage is consumer’s choice explained through consumer behavior assignment help. They buy the product.

Consumer behavior analysis case study sample

Let us assume that Mr. Robert Duncan of Boston has to buy a car. What will be his consumer choice?

  1. Problem recognition

Need to minimize the travel time from home to office. Our consumer behavior assignment help experts can explain how he can do it.

  1. Information search

Search for possible travel choices through options such as bus, subway, tram and taxi. Car was finalized because of the convenience and ease, state our consumer behavior assignment help experts.

  1. Alternative evaluation

All brands and prices were considered. The available options within 20,000 dollars were:

  • Toyota, 19,000 dollars including taxes
  • Honda, 18,750 dollars including taxes
  • Audi, 19,575 dollars including taxes
  1. Purchase decision

Decision was made in favor of Honda because of favorable customer reviews and excellent dealer care policies.

  1. Post purchase

The dealer often called to inquire about the car condition and consumer satisfaction along with giving him two free services after the first warranty period.

What are the common challenges faced by students in their consumer behavior analysis case study?

Consumer behavior analysis case study through consumer behavior assignment help is a staple for MBA students. Consumer behavior is also utilized by companies to formulate their marketing strategies discussed during consumer behavior assignment help. Students, however, face some unique problems while working on consumer behavior case studies. They are faced by almost all MBA students no matter how brilliant they are.

  1. Too many case studies

An MBA student has to solve too many case studies from a variety of subject areas: marketing, finance, organizational development case study and consumer behavior analysis. Know more through consumer behavior assignment help.

  1. Peer competition

Management students often face intense competition from fellow graduate students, since the field is highly competitive and the academic quality is very high. Know more through consumer behavior assignment help.

  1. Difficulty of the subject

Management especially consumer behavior is a specialized field of study which borrows from different fields such as economics, sociology, psychology etc. The subject specialization of this area may be bit daunting. Analyze management through consumer behavior assignment help.

  1. Language Problem

This is an exclusive problem of students from non-English speaking countries addressed through consumer behavior assignment help. These students face a lot of difficulty in decoding what the professor has taught and avail consumer behavior assignment help. Reference books are written in extremely sophisticated academic language. As such it is imperative that many of them would need expert assignment help in marketing and other subjects of management.

How can expert assignment help provider help students to write their consumer behavior case studies?

Expert assignment help or consumer behavior assignment help can provide a number of benefits to students:

Expert assignment help or consumer behavior assignment help can improve grades in business school.

You can expect to submit your case studies much ahead of time due to consumer behavior assignment help.

Experts on large number of subject areas can help students on any subject imaginable through consumer behavior assignment help.

  • No need to waste time in referencing work

You can now spend your time doing something worthwhile so that experts can take care of your behavior analysis case studies through consumer behavior assignment help.

How can MyAssignmenthelp.com help marketing students in doing their consumer behavior analysis case study?

Consumer behavior assignment help service is now provided by world’s best assignment help service provider, MyAssignmenthelp.com. We have hired experienced tutors, professors and subject experts from various streams of management in order to provide consumer behavior analysis case study.

Case Study: Consumer Buying Behaviour in Retail Market

Consumer Buying Behaviour

Do You need help with your essays, assignments, homework or research paper?

Hire Experienced Assignment Writers for all your writing worries!

Get Expert Help & Impress your Professors

Order NowView Sample

Executive Summary

This report is developed in the form of a practical data based marketing report. The prime objective of this report is to examine the patterns of consumer behaviour in retail market. For such purpose, this report has collected weekly purchase data of a particular consumer segment. The presentation of the data is done in the form of pie charts. The report has analysed the data in the light of the theories. The theories have examined the consumer behaviour patterns in order to examine what factors have direct impact on the purchasing behaviour of consumers. In addition to this, the report has also determined the significance of understanding the consumer behaviour patterns for the marketers in the form of insights. This report is a very useful source of information in the field of marketing to have a good understanding of the theoretical concepts of consumer behaviour patterns and their implication in real practices.

Introduction

Buying behaviour of consumers demotes the purchasing intentions of a customer. In terms of marketing consumer buying behaviour can regarded as the perception and habits shown by consumers while purchasing as specific goods or availing specific services. For marketer, effective knowledge of buying behaviour of consumer can be considered as one of the major phenomena, which pursue a significant amount of significance from the strategic perspective (Evans, Jamal and Foxall 2007). The analysis of daily purchasing trend can be considered as one of the major measures through which the buying behaviour of customers can be analysed and judged.

In this perspective, the presented report aims to analyse the daily purchasing trends undertaken by me a common individual. In regard to this, the analysis of the purchasing habits and trends can be done with the help of different theories and marketing perspectives. The prime quest of the report is to deliver high degree of insights regarding consumer buying behaviour for a business organization and its role in the strategic formulation for a marketer. In relation to this, the report first of all explores the description of the profiling of consumer. Along with this, the report also reflects the weekly purchasing in concern to relevant marketing theories.

Description of Consumer

From the perspective of having clear insights of marketing decision, a marketer is required to decided a segment on which, he can easily target. In this perspective, segmentation can be considered as the selection of specific group of customers on the basis of their purchasing behaviour, demographic, psychographic, and geographic basis (Doyle, 2011). The profiling for the consumer in context to this report can be reflected as below:

Segment of the consumer: As per the segmentation theory of marketing, there can be different basis for the purpose of classifying the segment of the consumer (Kengthon, 2011). In this regard, the consumer for this report can be classified on the basis of two specific perspectives:

Demographic:- The consumer is a 18 year old boy, who is undergraduate collage going student. Along with the study he also undertake part job for his pocket money. He belongs to a literate and middle income group family.

Psychographic:- Another crucial aspect for reflecting the segmentation practices for the selected consumer is psychographic perspective. In the context of the selected consumer, it can be defined that consumer in this segment shows a strong and positive affinity towards highly prestigious and multination brands. In addition to this, convenience can be considered as one of the major factors that can directly or indirectly affect his purchasing behaviour.

Purchase Preference:- Consumer selected for observation shows his preference towards purchasing of prestigious brands and highly convenient products services. In addition to this, the consumer also shows his preference towards ready to use products, as well as, customised services.

Purchase Behaviour:- Generally consumer in this segment does not belong to high income earning class so the overall purchase intention is not quite high for the consumer. He likes to do purchasing in small segments. He shows slow frequency of purchasing of luxury products or services. Commodities which are used in daily routine can be considered as the prime target commodity for the purchasing of this consumer.

Do You need help with your essays, assignments, homework or research paper?

Hire Experienced Assignment Writers for all your writing worries!

Get Expert Help & Impress your Professors

Order NowView Sample

On the basis of this profiling, the consumer can be defined under the category of Young Optimism category of Roy Morgan Values Segments scale. As per this category, the consumer segment, which is not profitable in existing time but conceives high degree of potential for future term, is categorized. The consumer profiled for the analysis can be considered as a young optimism related customers as his spending are not quite high in existing time, but in future he can be a good prospect for business organizations (Roy Morgan Values Segments 2014).

Analysis of Weekly Purchases using Relevant Marketing Theories

For the purpose of analysing consumer buying behaviour of an individual there is a need of having thorough analysis of the spending trends and habits for that individual. In regard to this, for the purpose of understanding of the consumer buying behaviour, recording of spending of a consumer for a week has been taken into account. The analysis of this trend can be discussed with the help of different crucial theories of consumer buying behaviour.

For instance, weekly spending trend for the consumer shows that majority of spending done by the consumer is done on weekends (i.e. 37%), while on remaining weekdays, about 63% of total spending of the consumer takes place. This trend shows the affinity of the consumer toward convenient purchasing (Evans, Jamal and Foxall 2007). The consumer mainly spends on weekends when he is free and can employ adequate amount of time in shopping.

In addition to this, the weekly spending pattern is also showing that majority of purchases undertaken by the consumer is done of the basis of credit purchase. This behaviour shown by the consumer can be reflected with the help of economic purchase theory, which shows that in comparison to cash purchase, credit purchasing is perceived as an effective and highly economic feasible option (Copley, 2007). In addition to this, from the perspective of the influence of personal context, it can be reflected that social and cultural perspective can be considered as highly rated influence factors. In the influence index these two factors have availed highest ranking, which is quite aligned with black box theory.

The black box model of the consumer behaviour also focuses on the buyer characteristics and purchasing decision process. This model shows that there is a direct interaction between external stimuli and characteristics of the consumers and their decision process. This theoretical model proclaims that behaviourism is a key concept in the marketing, which says that consumer behaviour is directly induced by environmental stimuli in the form of social factors (Sandhusen, 2000). As evident from the data graphs that social factors have direct impact on the consumer purchasing patterns, the graph shows that family members’ influence is a key factor that motivates individuals to have purchase of particular products.

In the light of this theory, it has been examined that buyer characteristics are important in determining their purchase behaviour including their attitudes, motivation, perception; personality and life style, yet buyer’s response for purchase is also induced by external stimuli which makes their decision process rationale (Irwin, Sutton and McCarthy, 2008). The postulations of this theory are effective enough to support the consumer behaviour patterns observed from the weekly purchase data that also shows that family members of a person play the role of the reference group for an individual to have purchase of goods.

In addition to this, as per the top influencing criteria, convenience in the purchasing can be considered as highly rated factor while undertaking weekly purchasing. This buying behaviour of consumer can be reflected with the help of social status theory. The observation of the consumer behaviour patterns derived from the weekly purchase practices, it has been reviewed that consumer behaviour purchasing is directly linked with the social factors, means consumers purchase some of the products in order to maintain their social status (Cohen and Demand Media. 2014).

This observation can also be supported by the Theory of Social Status. This theory proclaims that consumers in order to maintain the status of the segment from which they belong tend to purchase expensive products. The purchase of the products is done by the customers in order to have satisfaction and meeting their physiological please. The consumer having purchasing of some unique and specific product brands tend to show their belongingness with the admired social class and thus want to prove powerful (Lantos, 2010).

This theory has direct implication for marketers to under the purchasing and buying behaviour of the consumers. The marketers hence should focus on their brand promotion in order to induce customers to purchase their desired products according to their social status (Lantos, 2010). In this way, this theory directly supports the consumer behaviour patterns observed from the data findings.

The motivation behind the purchasing can be considered as one of the major aspects behind the purchasing habit of the consumer. The weekly purchasing trends are reflecting that majority of purchasing done by the consumer is done for accomplishing physiological needs. In addition to this, cultural motivation is also one of the major needs behind the purchasing practices undertaken by the individual (Solomon, Russell-Bennett, and Previte 2012).

As per the Maslow Hierarchy of need theory, there is different level of needs which drives an individual towards purchasing (Brennan et al 2014).In this way, on the basis of the analysis of the weekly purchases of the individual it can be reflected that buying behaviour of the consumers can be considered quite aligned with different specific theories of the consumer buying behaviour.

Nomination of High-involvement Purchasing

In near future, as a consumer my involvement of purchasing will be quite high with the electronic products like mobile phones. This product will have some specific features that make it highly augmented and beneficial for me. As per the integrated product concept of marketing theory there can be some different layers of product which induce the consumer to purchase that product.

In the case of mobile phone, there is some crucial core as well as augmented features like new technology, attractive packaging, and promotional offers which can be considered quite influencing factors towards my buying behaviour. Along with this, black box theory of consumer buying behaviour also reflects that product related sensory information such as its packaging, colour, designing, and technology makes the product exclusive in the eyes of consumer.

The black box theory states that these external features of the product make it valuable for consumer and positively induce the consumer buying process to make purchase (Katie, 2013). In this way, it can be considered that my high involvement in the buying process of mobile phone can integrate marketing theory with the consumer buying behaviour concept.

Conclusion/Insight

From the overall analysis of the purchasing practices and patterns of the consumers in a week it has been determined the consumer purchase behaviour is dynamic in nature and it depends of the situations and external environment factors to a great extent. Consumers not only purchase to meet their physiological needs, but they are also influenced by the influence of their social groups most importantly the family members.

The data patterns also reflect that consumers do purchase mostly at the weekends and in the weekdays they purchase the most on Thursday. These buying patterns of the consumer do represent that consumer purchase behaviour is highly induced by several factors. The theories of marketing and consumer behaviour also support the specifications that consumer behaviour is not a sole process but it is directly affected social groups and external stimuli.

Through having personal insight into the data and its analysis, it has been acknowledged that consumer buying behaviour is an important phenomenon for marketers operating in the international markets. The marketers should promote their brands according to the purchase behaviour of the consumers. In the purchase behaviour of consumers, the marketers should consider their taste, preferences, their cultural values, social norms and several other things related to their characteristics and in their personal and social values.

References

Brennan, L., Binney, W., Parker, L., Aleti, T. and Nguyen, D. 2014. Social Marketing and Behaviour Change: Models, Theory and Applications. Edward Elgar Publishing.
Cohen, G. and Demand Media. 2014. Relevant Marketing Consumer Behavior Theories. [Online]. Available at: https://smallbusiness.chron.com/relevant-marketing-consumer-behavior-theories-20800.html [Accessed on: 24 December 2014].
Copley, P. 2007. Marketing Communications Management. Routledge.
Doyle, C. 2011. A Dictionary of Marketing. Oxford University Press.
Evans, Jamal, and Foxall. 2007. Consumer behaviour. John Wiley & Sons.
Irwin, R.L., Sutton, W.A. and McCarthy, L.M. 2008. Sport Promotion and Sales Management. Human Kinetics.
Katie, J. 2013. Evaluating the Consumer Buying Behaviour towards Indian Food in the UK Food Market. GRIN Verlag.
Kengthon, W. 2011. Consumer Buying Behaviour. GRIN Verlag.
Lantos, G.P. 2010. Consumer Behavior in Action. M.E. Sharpe.
Roy Morgan Values Segments. 2014. [Online]. Available at: www.roymorgan.com [Accessed on: 24 December 2014].
Sandhusen, R. 2000. Marketing. Barron’s Educational Series.
Solomon, M., Russell-Bennett, R., and Previte, J. 2012. Consumer Behaviour. Pearson Higher Education AU.

June 7, 2016

Tagged with: Assignment Help • assignment help online • Australia assignment help • business management assignment help • Business Management with Marketing • case study • case study help • Consumer Behaviour Assignment • essay help • management assignment help • marketing assignment help • online assignment help • online consumer behaviour assignment help • Retail industry assignment help • retail market assignment help

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *