Consumer Buyer Behaviour
...the analysis and evaluation of informal research that was conducted in order to ascertain the different buying situations surrounding lifestyles, values and cultures, groups, families and household composition, situational influences and, legal and ethical issues.
Consumer Decision Making
ANALYSING CONSUMER BEHAVIOUR
KEY FINDINGS
Buying Situation 1 – Thien Do Calibre Shirt
Thien is “17 [and] lives with [his] parents,” he is purpose-driven to make sure that this purchase is “socially accepted by [his] friends and family.” His current state of living, suggests that he needs to consider changing his information search criteria and deeply analyse the cost of the products, before making the purchasing decision. “Quality,” seemed to be a secondary expectation when deciding to purchase the Calibre shirt.
Financially, he is unstable to make any high involvement purchases as he only “earns $50 a week pocket money” from his parents. Since the shirt was beyond his viable budget, he needs to seek “extra financial support.” For example, he needs additional money from family members (mum, dad and brother) in order to make a purchase on this new Calibre Business Shirt.”
Buying Situation 2 – Long Nguyen TEAC Plasma Television
Long is living with his “wife and kids,” and owns his home. Predominately, he is “the one who makes the purchasing decisions when it comes to buying electronic products within the household… I also strongly consider my family’s opinion when deciding upon what television to buy.”
Currently Long is “working full-time at the Australian Post,” earning a reasonable amount of income. However he claims that he still needs “to be conservative” in his spending as he has “other spending to consider, like his mortgage, bills and expenses for [his] family.” Therefore he likes to look at a fairly affordable range of television units, rather than...
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