Consumer Purchasing Pattern and Behaviour Analysis †Free Samples

Question: Discuss about the Consumer Purchasing Behaviour Analysis. Answer: Introduction: The study of individuals, group or even an organisation in order to understand the process that these consumers use at the time of selecting a product or a service is called consumer behaviour (Solomon, 2014). The study of consumer behaviour is important because it helps the major marketers to know about the taste of the consumers that they can design theirmarketing or promotional factor accordingly. The aim of this study is to focus on the consumer purchasing pattern and analyse their purchasing behaviour. For the same reason, two respondents who have purchased iPhone 6 in the recent time have been interviewed. The analysis of the study is based on the response gathered from them. Background information of the product and the respondents Apples iPhone 6 offers the best features in its kind. It has bigger screen, better battery life and good memory that make the phone run really fast. It is harder, better, stronger and faster than ever. With iOS8 and a handful of additional other features, it has made the best phone till today. The price of the phone is definitely higher but with the features that it offers, the price seems to be worth of the purchase. The two respondents who have been interviewed are college going students who have a little craze on new and upgraded phones. Both of them were in their mid 20s. They were pursuing their education in the recent time. With the response gained from the interview it was clear that both of them wanted to have the best for them and wanted the latest option available in the market. As it has been evident price was not a matter of concern for them but they were looking for a piece that would satisfy their demand. Analysis of the respondents decision making process: Primary research The purchase decision of an individual depends on certain factors. The response gained from the two respondents can be analysed on the basis of the purchase decision making framework that is divided into five broad stages. However, it is not necessary that an individual goes through these five stages before making any purchase decision. Problem or need recognition stage: The primary stage of purchasing decision is the identification of the need to purchase the particular product. From the respondents it has been evident that there was a need for buying the iPhone so they purchased it. On one hand, the first respondent said that it was due to the major problems in his previous phone that made it necessary for him to make immediate purchase while the second respondent said that he just wants an upgraded version of the phone and so he purchased it. Information search: In this stage the consumers look for the particular product or service that would satisfy the need of the consumer. In this stage, the consumer can look for information from anywhere. It can be from another person or from the internet using the search engine a person can gain information about the product (Goh, Khim-Yong et al. 2013). It is important to gain information before making purchase there remains the possibility of comparing the product with others. From the response gained from the interviewed persons, it had been found that none of them actually made any kind of effort for searching and they completely relied on the Apples product. However, they had knowledge about the same product as their friends use same mobile sets. Evaluation of the Alternatives: Consumers often search for other alternatives as well before they make the purchase with the hope that they might get a better option than that. It helps the consumers to realise what product that they should buy for themselves (Kardes et al. 2014). The result gained from the respondents showed that both the respondents did not make that initiative to look for other alternatives before making the purchase decision. However, the first respondent said that he had experience with Samsung and he did not like the product while the second respondent was brand loyal and wanted to stick to the Apple brand only. Purchase decision: It is after making all kinds of judgmental decision and by evaluating all the possible options the consumer makes the attempt to purchase the product. There remain certain circumstances like price of the product that might change the final purchasing decision of the consumer (Xiang et al. 2015). In this phase it might happen that the primary decision made by the person changes with the consequent stages, but this is the final stage where the consumer makes the final purchase of the product. From the respondents it has been found that the first one made instant purchase from a shop because he was in a great need of a new phone, whereas the second person opted for the online purchase because his phone was in stable condition and he could wait for it. None of the respondent showed any kind of negative attitude regarding the price of the product and made their purchase. Post purchase behaviour: Post purchase behaviour tells about the experience of the consumers about using the product and how likely are they to make re-purchase of the product or would recommend others about the same. In this case, both the respondents were satisfied with their purchase and they were really happy about it. Clearly there remained the chance of making re-purchase. Analysis of the respondents decision making process: This section of the report relates the purchasing behaviour with the theories and concepts supported by major literature review. In the view point of Mullen Johnson, (2013), better knowledge of the consumers behaviour helps the marketers to understand how the consumers think, feel or act and what exactly keeps going on the mind of the consumers before they actually make the purchase. Mullen Johnson, (2013) further added that there are certain external factors as well that add to the behaviour of the consumers. These factors are the cultural background of the person or the environment where the person lives. It is also depended on the influence of other people who remain in the same context. The major activities that the marketers undertake in order to work according to the consumers purchasing decision involve pre-purchase and post-purchase activities. In the pre-purchase stage, the major aim is to create awareness about the product. In this phase, all the positive features of the product are highlighted and focus is also made on increasing the value of particular brand as well. Thus, branding plays an important part in the pre-purchasing stage (Malik et al. 2013). The post purchasing stage involves keeping a good reputation with the consumers. In order to do this, the marketers often have to evaluate the things that can make the consumers aggressive or annoyed with the product. The aim is to reduce this anxiety and create a better relationship that there remains the chance for re-purchasing of the product from the same consumer. Apart from the external factors, Badlani Singhal, (2016) pointed out that there are certain internal factors as well that affect the purchasing decision of the consumers. These factors include consumers personality and perception on a particular product. It is often considered that expensive and high branded products are necessary to maintain a social status. On the other hand, consumers perception towards a product or brand also matters. These two factors give positive implication towards a purchasing decision of a product whereas if the perception of an individual is not good towards a particular product it would not allow the consumer to buy the particular product. These instances are kept even at the time of packaging the product (Shah et al. 2013). The packaging and the promotion can play a great role in shaping the decision of the consumers and manipulate the same while selecting between two products. Price of the product is another vital element that determines the choice of the product for some consumers. However, branding can be considered as the major element that can easily manipulate the decision of the consumers on purchasing a particular product (Seta, 2013). Conclusion and Recommendations: The report analysed the consumer purchasing behaviour and how important it is for the marketers to think about better ways of understanding the consumer purchasing behaviour and design theirmarketing and promotional contents likewise. The report is based on both primary and secondary research. From the primary research, it has been evident that there are certain factors that play the major role at the time of making the purchase decision. Brand value, features of the product and the price of the product are the major things that are considered before making any purchase. Therefore, these features should be considered for improving the sales of the product. It can be recommended that in order to shape the consumers buying behaviour it is important to make them loyal towards the brand. This can be achieved by following major branding process. References: Badlani, M. Singhal, D.K., 2016. 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