Marketing: Decision Making and Consumer Essay

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Marketing- purchasing data

Executive Summary
The purpose of this report is to collecting one week purchasing data of a consumer. In order to analyze the consumer’s purchasing behavior, the marketing theory and consumer behavior theory will be used based on the data of the matrix. First step is to track and detail every purchase the consumer make in a week and note what occurred in the decision making process (DMP) and the influences on the DMP for every purchase decision. And then the consumer profile will be provided to help analyzing the consumer behavior. And then this assignment will analyze the purchasing data by spending, supplier outlet, brand, payment type, locality, purchase importance, decision factors & search time, purchasing factors, choice, purchasing motivation and intended product purchase step by step.

Table of Contents
Consumer Profiles……………………………………………………………………… 4
Purchasing Behavior…………………………………………………………………… 4
Spending………………………………………………………………………………… 4
Brand…………………………………………………………………………………….. 4
Payment Type…………………………………………………………………………….5
Locality…………………………………………………………………………………….5
Purchase Importance…………………………………………………………………….5
Decision Factors & Search Time………………………………………………………..6
Purchasing Factors……………………………………………………………………….6
Choice……………………………………………………………………………………...7
Purchasing Motivation……………………………………………………………………7
Intended Product Purchase…………………………………………………………… 7
Conclusion…………………………………………………………………………………8
Reference………………………………………………………………………………….9
Appendix………………………………………………………………………………….10

Consumer Profiles
The consumer is a 24years old female who are overseas student comes from China and studying master of business at University of Ballarat, and she is working as a part-time dental assistant at D-Zire Dental at Zetland now. At the moment, she lives in an apartment with her friends and share the rent and every bills together. The consumer is an individual that purchases goods or service for her own personal use (e.g. clothes and dental treatment). She is a kind of person that likes fashion and popular stuff so that clothing is one of the necessary purchases in her daily life. She is wild about online shopping for clothing, accessories and anything she likes. Sometimes she will go to shopping center for the specific goods such as luxury bag, skin care products and daily supplies, and also she own a car which is another cost for every weeks such as petrol, and for special time as service, insurance need to pay.
Purchasing Behavior: Analysis & Categorization
As following, the consumer behavior will be analyzed by spending, brand, payment type, locality, purchase importance, decision factor and search time, purchasing factors, choice, purchasing motivation and intended product purchase.
Spending
From the purchase recording table of the consumer, it can be seen that the total spending is $1,349.20 in a week.it is a huge expense during this week, it is easy to see that this consumer spend most of the money on food such as have lunch or dinner with her friends, and take away food, which indicate that food is the basic necessaries for people. The second large amount of expenses is cloth, it shows that this consumer would like to spend most of her money on her lifestyle, as the profile mentioned before, she likes fashion and modern products, for instance, cloth just one of them, also furniture electric products. Therefore, except the basic expenses this consumer would like to spend more on the products that can fulfills her life.
Brand
Most brands that the consumer purchased are well-known in Australia, such as Coles, Zara, and Gloria Jeans etc. This consumer likes to try different brand but she will still make decision by her past experience of each shopping and analyze the advantages and disadvantages of each brand and compare each of them. And this consumer is easy to be affected
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