Consumer Buying Behaviour

5571 Words23 Pages
Dynamics of consumers’ buying behaviour: A study of individual’s consumption behviour Abstract Nowadays, consumer market has become more diverse by in surge of product brand, personalisation, and advertisement in the global market. A clear understanding of consumers and their behaviours will help the marketer to maintain and attract more target consumers. The purpose of this report is to examine consumers’ daily buying behaviour and deeply understand the key factors which influence the behaviours. This report mainly observes and records my own consumption habits, and explores the internal and external factors that may be influencing my purchase and consumption decisions. It was found that my desired lifestyle influences the attitudes, values and needs, which resulting in the consumption behaviour. The most important characteristics were found in the purchasing of the high-involvement products. It was also observed in the report that I belonged to the Expriencers segment, which motivated by self-expression. As an Expriencer, most of the buying behaviours are impulsive, enthusiastic and rebellious. Introduction Although the most of marketing researchers have begun examining the implication of one’s consumption experiences, less attention has been given to observe the consumers’ purchasing decision related to the their attitudes and lifestyles. Yet many consumer behaviours, such as choosing a restaurant for dinner, buying a high-involvement product, selecting a frequently purchased product and deciding an overseas travel are associated with individual’s values, attitudes and lifestyles. Notably, this report mainly examines the author’s daily purchasing behaviour and deeply analyses the internal and external factors which influence the buying decisions. In the first part, it is mainly describes the consumption journal which consists of ten daily records.

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