Marketing Case

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 by advertisements and brand's image, from TV, Internet or magazine. Brand selected is one of the important factors that influence the consumer's purchasing decision.

Payment Type

There are two type of payment the consumer used in this case, which is cash and credit card. From the purchasing data, the frequency of using cash is 23, and the credit card was using 33 times in a week. As can be seen, the consumer is always using credit card while the payment is exceed $20. The percentage of using cash and credit card is divided by 41% and 59% in total. Moreover, credit card is easier to carry than cash, and the safety is higher. Therefore, the consumer would like to choose to pay by credit card more than cash.

Locality

According to the table, It is easy to see that part of those products she purchases in special shop such as Zara, Starbucks, which mean she is kind of person who really care about the brand. At the same time the location of the shop is important for her as well, for example, the reason why she buys the pet food and accessories especially in Petbarn, not only the price sometimes is cheap and the most important point she care is convenience. Another example which can show the location is important for this consumer is most groceries she prefer to go Coles which is because this supermarket is closest shop around