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Assignment No 1

This document discusses factors that influence consumer behavior and patterns of consumer purchases. There are three main categories of factors - personal, psychological, and social - that influence consumer decisions. The four main types of consumer behavior are complex buying, dissonance-reducing, habitual, and variety seeking. Customer buying patterns provide insights and can be analyzed based on place of purchase, items purchased, time and frequency of purchase, and method of purchase. Studying these behaviors and patterns allows marketers to better understand customers.

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Mashhood Ali
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266 views

Assignment No 1

This document discusses factors that influence consumer behavior and patterns of consumer purchases. There are three main categories of factors - personal, psychological, and social - that influence consumer decisions. The four main types of consumer behavior are complex buying, dissonance-reducing, habitual, and variety seeking. Customer buying patterns provide insights and can be analyzed based on place of purchase, items purchased, time and frequency of purchase, and method of purchase. Studying these behaviors and patterns allows marketers to better understand customers.

Uploaded by

Mashhood Ali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Assignment no 1 Mashhood Ali 1925106 MBA

day
Consumer buying consumption patterns and Behaviors
Consumer behavior is the study of consumers and the processes they use to choose, use
(consume), and dispose of products and services, including consumers’ emotional, mental, and
behavioral responses. 

Consumer behavior is often influenced by different factors. Marketers should study consumer
purchase patterns and figure out buyer trends. In most cases, brands influence consumer behavior
only with the things they can control; like how IKEA seems to compel you to spend more than
what you intended to every time you walk into the store.

So what are the factors that influence consumers to say yes? There are three categories of factors
that influence consumer behavior:

1. Personal factors: an individual’s interests and opinions that can be influenced by


demographics (age, gender, culture, etc.).

2. Psychological factors: an individual’s response to a marketing message will depend on their


perceptions and attitudes. 

3. Social factors: family, friends, education level, social media, income, they all influence
consumers’ behavior.

Types of consumer behavior


There are four main types of consumer behavior:

1. Complex buying behavior


This type of behavior is encountered when consumers are buying an expensive, infrequently
bought product. They are highly involved in the purchase process and consumers’ research
before committing to invest. Imagine buying a house or a car; these are an example of a complex
buying behavior.

2. Dissonance-reducing buying behavior


The consumer is highly involved in the purchase process but has difficulties determining the
differences between brands. ‘Dissonance’ can occur when the consumer worries that they will
regret their choice. 

Imagine you are buying a lawnmower. You will choose one based on price and convenience, but
after the purchase you will seek confirmation that you’ve made the right choice. 
Assignment no 1 Mashhood Ali 1925106 MBA
day
3. Habitual buying behavior
Habitual purchases are characterized by the fact that the consumer has very little involvement in
the product or brand category. Imagine grocery shopping: you go to the store and buy your
preferred type of bread. You are exhibiting a habitual pattern, not strong brand loyalty.

4. Variety seeking behavior


In this situation, a consumer purchases a different product not because they weren’t satisfied
with the previous one, but because they seek variety. Like when you are trying out new shower
gel scents. 

Customer behavior patterns


Buying behavior patterns are not synonymous with buying habits. Habits are developed as
tendencies towards an action and they become spontaneous over time, while patterns show a
predictable mental design. Each customer has his unique buying habits, while buying behavior
patterns are collective and offer marketers a unique characterization. Customer behavior patterns
can be grouped into:

1. Place of purchase
Most of the time customers will divide their purchases in several stores even if all items are
available in the same store. Think of your favorite hypermarket: although you can find clothes
and shoes there as well, you’re probably buying those from actual clothing brands. 

When a customer has the capability and the access to purchase the same products in different
stores, they are not permanently loyal to any store, unless that’s the only store they have access
to. Studying customer behavior in terms of choice of place will help marketers identify key store
locations.

2. Items purchased
Things to consider: the items that were purchased and how much of each item was purchased.
Necessity items can be bought in bulk while luxury items are more likely to be purchased less
frequently and in small quantities. The amount of each item purchased is influenced by the
perishability of the item, the purchasing power of the buyer, unit of sale, price, number of
consumers for whom the item is intended, etc. Analyzing a shopping cart can give marketers lots
of consumer insights. 

3. Time and frequency of purchase


Customers will go shopping according to their feasibility and will expect service even during the
oddest hours; especially now in the era of e-commerce where everything is only a few clicks
away. It’s the shop’s responsibility to meet these demands by identifying a purchase pattern and
Assignment no 1 Mashhood Ali 1925106 MBA
day
match its service according to the time and frequency of purchases. One thing to keep in mind:
seasonal variations and regional differences must also be accounted for. 

4. Method of purchase
A customer can either walk into a store and buy an item right then and there, or order online and
pay online via credit card or on delivery. The method of purchase can also induce more spending
from the customer (for online shopping, you might also be charged a shipping fee for example).
The way a customer chooses to purchase an item also says a lot about the type of customer he

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