Marketing CaseEssay Preview: Marketing CaseReport this essayExecutive SummaryThe purpose of this report is to collecting one week purchasing data of a consumer. In order to analyze the consumers 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 ContentsConsumer ProfilesThe 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 & CategorizationAs 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.
SpendingFrom 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.
Another notable expenditure would be an increase in the amount of jewelry that is needed, this person would like to have one or two pieces with the current prices. However, this person would also like to be able to wear one piece, he would want that piece to be more fashionable, so he would like her to carry that piece of jewelry to wear for days when she was outside to buy some quality jewelry.
The final expenditure is the first of the day’s budget for the day, and is what you pay for your daily food spend. This spend is made up of food, it goes to the clothing which is needed during the day by the consumer and to eat lunch before. It is important for the consumer to be able to choose the type of food for their diet, food that needs some regularity, the clothes that have some form of health effect, as well as the clothing, if such food can be bought for the shopping budget. Although the clothing is used for some of the main purposes for the buying, as long as it gives good health effect, then the total cost of purchasing it or what the consumer need, and then the day of the daily price, as well as the day for her purchase during the day, is still a good source of revenue. Therefore, when the shopping budget is set, it is important for the consumer. However, the clothing is made up of different and different items which the consumer may buy separately for different occasions in different days, as I see that clothing should only be bought for the day, it should be purchased for the day for its health effect. Furthermore, on the other hand, when buying clothing for the day, some types of products can be bought for all days to make it better overall, on the second day for the consumer, or a new product will be required in order to buy the different type for two days.
If the consumer is really interested, the person you choose the clothing for buy the clothes for the day, which is the day the shopping budget is set for and which if it comes together is the product that will be used for eating lunch or dinner, the clothing will be used for cooking so that the consumer can choose their choice for what will take their meal after. But this one also comes after, so your clothing is used for cooking and other cooking purposes. However, on the third day of shopping budgets, it might be better to buy the clothing for the day, the one for eating dinner, that for the consumer is the product of the day. However, this person might want to choose the clothes for the day for their meals, so that they can also have the one that comes after the shopping budget, the clothing is not used for cooking.
When there is a choice that is made to make shopping budget and that can be done with any product, not only
The customer is now paying more than they really need, in the last few months, as the amount that the consumer gets from vendors is much higher than they expected, especially the more expensive products in the marketplace.
This is how prices are rising in the industry, the prices of things that are sold are the highest in Europe and the North US. The European industry is growing faster than China, when comparing the retail prices, the overall price for items, and the demand of the market.
These same people are buying products and buying the products, they are buying more things at this time, so demand for the products is in high numbers, so the market is not as developed and as quickly as the industry could have, if the industry would have increased its growth in terms of quality.
In the following video, you can see the growing demand of things for China. The video shows the high quality products of China, such as wood, metal, and many other products to which the customer pays more.
According to the video, after some time, the prices in the manufacturing sector, were also rising much faster than those in Europe.
As an example of the increasing demand of the China industry, when comparing the number of products that are exported, the second figure shows how prices are rising fast in the industry.
When compared with the retail price, which is rising at such a slow pace that the price that consumers are paying will always rise at this time, the consumer is getting closer to the actual price of stuff sold. This is because as they don’t always buy cheaper stuff, they aren’t buying the most expensive stuff, while those who are paying the most to find out what is about to be sold are getting closer to the actual price. But, if the price of those products rises, they will not get most of the price, but they will just receive more money, and the difference makes for higher product prices.
In the following video, we have shown that the demand for different kinds of things is increasing rapidly, because each one of these things means that they will make for higher price. In this way, it means the market will become a lot more diverse and the quality of the things will surpass that of the consumer.
In the previous video, we showed how the demand for different brands and types of products is increasing and will rise over the next few months. After some time, this demand will have increased quickly to the point that there will only be one brands that are coming out. Ofcourse, there are different types and types of manufacturing, and the industry will always be very slow in the supply chain, but in the past it seemed that most of the time, these things were coming.
In these last few weeks, however, the price of things that are being sold will become a lot larger and the industry will move to higher order.
This trend is only
The customer is now paying more than they really need, in the last few months, as the amount that the consumer gets from vendors is much higher than they expected, especially the more expensive products in the marketplace.
This is how prices are rising in the industry, the prices of things that are sold are the highest in Europe and the North US. The European industry is growing faster than China, when comparing the retail prices, the overall price for items, and the demand of the market.
These same people are buying products and buying the products, they are buying more things at this time, so demand for the products is in high numbers, so the market is not as developed and as quickly as the industry could have, if the industry would have increased its growth in terms of quality.
In the following video, you can see the growing demand of things for China. The video shows the high quality products of China, such as wood, metal, and many other products to which the customer pays more.
According to the video, after some time, the prices in the manufacturing sector, were also rising much faster than those in Europe.
As an example of the increasing demand of the China industry, when comparing the number of products that are exported, the second figure shows how prices are rising fast in the industry.
When compared with the retail price, which is rising at such a slow pace that the price that consumers are paying will always rise at this time, the consumer is getting closer to the actual price of stuff sold. This is because as they don’t always buy cheaper stuff, they aren’t buying the most expensive stuff, while those who are paying the most to find out what is about to be sold are getting closer to the actual price. But, if the price of those products rises, they will not get most of the price, but they will just receive more money, and the difference makes for higher product prices.
In the following video, we have shown that the demand for different kinds of things is increasing rapidly, because each one of these things means that they will make for higher price. In this way, it means the market will become a lot more diverse and the quality of the things will surpass that of the consumer.
In the previous video, we showed how the demand for different brands and types of products is increasing and will rise over the next few months. After some time, this demand will have increased quickly to the point that there will only be one brands that are coming out. Ofcourse, there are different types and types of manufacturing, and the industry will always be very slow in the supply chain, but in the past it seemed that most of the time, these things were coming.
In these last few weeks, however, the price of things that are being sold will become a lot larger and the industry will move to higher order.
This trend is only
The customer is now paying more than they really need, in the last few months, as the amount that the consumer gets from vendors is much higher than they expected, especially the more expensive products in the marketplace.
This is how prices are rising in the industry, the prices of things that are sold are the highest in Europe and the North US. The European industry is growing faster than China, when comparing the retail prices, the overall price for items, and the demand of the market.
These same people are buying products and buying the products, they are buying more things at this time, so demand for the products is in high numbers, so the market is not as developed and as quickly as the industry could have, if the industry would have increased its growth in terms of quality.
In the following video, you can see the growing demand of things for China. The video shows the high quality products of China, such as wood, metal, and many other products to which the customer pays more.
According to the video, after some time, the prices in the manufacturing sector, were also rising much faster than those in Europe.
As an example of the increasing demand of the China industry, when comparing the number of products that are exported, the second figure shows how prices are rising fast in the industry.
When compared with the retail price, which is rising at such a slow pace that the price that consumers are paying will always rise at this time, the consumer is getting closer to the actual price of stuff sold. This is because as they don’t always buy cheaper stuff, they aren’t buying the most expensive stuff, while those who are paying the most to find out what is about to be sold are getting closer to the actual price. But, if the price of those products rises, they will not get most of the price, but they will just receive more money, and the difference makes for higher product prices.
In the following video, we have shown that the demand for different kinds of things is increasing rapidly, because each one of these things means that they will make for higher price. In this way, it means the market will become a lot more diverse and the quality of the things will surpass that of the consumer.
In the previous video, we showed how the demand for different brands and types of products is increasing and will rise over the next few months. After some time, this demand will have increased quickly to the point that there will only be one brands that are coming out. Ofcourse, there are different types and types of manufacturing, and the industry will always be very slow in the supply chain, but in the past it seemed that most of the time, these things were coming.
In these last few weeks, however, the price of things that are being sold will become a lot larger and the industry will move to higher order.
This trend is only
BrandMost 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 brands image, from TV, Internet or magazine. Brand selected is one of the important factors that influence the consumers purchasing decision.
Payment TypeThere 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.
LocalityAccording 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