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Reflection Of Consumer Behaviour

1549 Words7 Pages

Consumer Behaviour 2201
Consumer Behaviour Report

Introduction
The purpose of this report is to consider aspects of consumer behaviour through a personal lens and with the aid of a journal that has been kept by the writer which lists purchases made over a period of ten days. Within this purpose, the report explores one theory of consumer behaviour in detail and uses this and other theories in a reflective mode.

Explanation of one consumer behaviour theory
The theory chosen is consumer attitude. This theory has a fairly wide parameter because the notion of attitude itself is fairly broad. Banytė and Regina (2007, 66) consider the attributes of human attitude and make several important points. One is that the object of an attitude can be tangible …show more content…

I do know what I am not – I am not the sort of person that seeks the best, that looks for quality in brands, but I am also not a chaser of the lowest prices at all times. The times when I seek the lowest prices is usually when I do a lot of food shopping in one go – perhaps because I can see a hefty impact by being careful with a lot of items, I am more careful but in between these occasions, I seem to be happy to just walk into any shop and buy what I usually buy as snacks and treats without even looking at the price.

Perhaps there are elements of routine decision making in this behaviour of mine, in which I am not really conscious of or see any need to go through any sort of mental process when making low priced purchases that I effectively make all of the time (Belch, Belch and Guolla 2005, 72). In a sense, if this theory can be applied to my behaviour, then I can propose that I am acting rationally – the opportunity cost of spending any amount of time thinking about whether I should save a tiny amount by buying one chocolate bar or another just isn’t worth it. However, when I am doing a whole load of food shopping and may save $15 – 20, it is more worth it, so I think about it …show more content…

Why, for example, did I spend $29.99 for an item online just because I thought it looked good – if I am going to scratch around in a supermarket each week to try and save maybe $10, why would I make such a rash decision that ends up costing a lot more? This leads back to the medium used, and to the possibility that I have a good attitude towards technology and the internet which clouds my otherwise quite rational consumer behaviour.

Conclusion
This reflective essay has provided a good opportunity for an introspective consideration of the consumer behaviour of one person (I), as well as to explore several theories, and one in considerable detail. It is difficult to be conclusive other that in terms that this exercise is a reminder of the elusive nature of the extremely complex human mind.

References
Banytė, Jurate and Regina, Virvilaitė. 2007. “Relationship of Consumer Attitude and Brand: Emotional Aspect”, Engineering Economics 2(52), ISSN 1392-2785
Belch George E., Belch Michael A. and Guolla, Michael. 2005. Advertising and Promotion: An Integrated Marketing Communications Approach, 2nd edition,

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