Buyer Behavior: Typical Decision Making Processes

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AUCKLAND UNIVERSITY OF TECHNOLOGY

BUYER BEHAVIOR

486670

Individual Research Report

on the typical decision making processes
likely to be followed by a selected target segment for the
purchase and use of the following two product categories

Battery and Book

Lecturer: Laurie Piggott
Completed by:
Student Number:

TABLE OF CONTENTS

1.0 INTRODUCTION1
2.0 TARGET MARKET PROFILE2
3.0 MODELS OF BUYER BEHAVIOR3
4.0 RESEARCH FINDINGS4
4.1 AA Batteries4
4.1.1 Level of Purchase Involvement4
4.1.2 Problem Recognition4
4.1.3 Information Search5
4.1.4 Outlet Selection6
4.1.5 Evaluation of Alternatives7
4.1.6 Purchase7
4.1.8 Post Purchase Behavior8
4.2 Children Books9
4.2.1 Level of Involvement 9
4.2.2 Problem Recognition9
4.2.3 Information Search 10
4.2.4 Outlet Selection11
4.2.5 Evaluation of Alternatives12
4.2.6 Purchase 12
4.2.7 Post Purchase Behavior 13
5.0 CONCLUSIONS AND IMPLICATIONS 14
6.0 RECOMMENDATIONS 16
7.0 REFERENCES 21
8.0 BIBLIOGRAPHY22
9.0 APPENDICES 24
Appendix A: Models of Buyer Behavior
Appendix B: Description of the Segment’s Lifestyle
Appendix C: Interviews
Appendix D: Secondary Research: AA Batteries
Appendix E: Secondary Research: Children Books
Appendix F: Store Reports

1.0 Introduction

The present study describes the typical decision making process followed by a selected target segment for purchase and use of the following two categories - battery and book. The research is conducted in order to identify the characteristic purchase behavior of a particular segment, what factors affect decision making in each stage, and how marketers can implement the findings in their development of various marketing strategies. The design of the report is grounded on the model of consumer behavior (“Involvement and Types of Decision Making”, Richard D. Irwin, Inc., 1989) (Appendix A), which distinguishes three types of decision making process, habitual, limited and extended. The consumer’s decision process involves some or all of the following steps, depending on the level of purchase involvement: problem recognition, information search, alternative evaluation, store choice, actual purchase and post purchase processes.

Despite of the constancy of the model, the consumers’ behavior varies because of the influence of different factors, external and internal. In order to identify them two methods were used in this study. Primary research consisted in interviewing six people from the selected market. Questions covered all the stages of the decision making process regarding the most recent purchase of AA batteries and a children book. Additionally, secondary research was conducted to get a better understanding of the target market’s lifestyle and attitudes.

2.0 Target Market Profile

The selected target segment of this study can be defined as females in the age bracket ranging from twenty seven to thirty eight years, who are married and have young children under six years of age in their households. The selected segment as found from the research is full-time employed and includes migrants from Australasia who made New Zealand their home. The segment studied in the research is located in Auckland.

Young children, full time employment and urban lifestyle contribute to an increasingly busy, “on the go” lifestyle of the segment. Recent trends from the study of New Zealand lifestyles show that 1)families spend less time together and less time at home in general; 2)working women do not spend enough time with their children (Ottago University, 2001). Not only the lifestyles, but the attitudes of stay-at-home and working mothers differ. The ‘modern female segment‘, besides...
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