Comparative Study on Consumer Behavior in a Mall/Public Through Observation

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Comparative Study on Consumer Behavior in a Mall/Public
Through Observation

In Partial Fulfillment in the Requirements for
Marketing 312: Consumer Behavior

Submitted by:
Jay A. Guades

January 2013
Chapter I
INTRODUCTION

In every business enterprise, studying the behavior of their customers is a must for a business to know how to target and satisfy their consumer’s needs and wants. Consumer behavior is the process involved when individuals or groups select, purchase, use, or dispose of products, services, ideas or experiences to satisfy needs and desires. (Solomon, 2002)

We can never tell what consumers to buy and where to buy their needs and wants because as a saying goes, “Customers are always right”. The buying process is a combination of mental and physical activity that ends with an actual purchase. Thus, it is interesting to study the connection within “what we buy” and “why we buy”. (Rubini, 2010)

Chapter II
Purpose of the Study

The main purpose of this paper is to study and analyze the behavior of a consumer in these two kinds of market. The researcher would try to compare and contrast their buying behavior, purchase decision, their preferences and reasons in purchasing a good.

Chapter III
Methodology

The research method for this paper is qualitative. The data gathering and the results were purely based on observation and literature.

Chapter IV
Findings

After a couple of hours of observation, the researcher has come up with the following:

Mall
The reason why most consumers buy in a mall or supermarket is the feeling of comfort and ease when buying products or goods, unlike in a public market or palengke where you will be distracted by the environment of it while buying – the noise, the stink and the rush of people. Consumers here usually shop by placing their selected merchandise into shopping carts (trolleys) or baskets and pay for the merchandise at the check-out. Most of the people in the mall wear...
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