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RESEARCH PROPOSAL

THE UNCONSCIOUS CONSUMER:
ENVIRONMENT FACTORS THAT INFLUENCE CONSUMER BUYING BEHAVIOR ON GROCERIES GOODS IN MALACCA

PREPARED FOR:
ROZITA BINTI NAINA MOHAMED

PREPARED BY:
SYARIFAH AMMIRA BINTI SYED ABD RAHMAN2012 609 324
ASYILA SASHA BINTI HANIF2012 609 324
NADIAH BINTI IDRIS2012 609 324
NURUL ATHIRAH BINTI ROSMI2012 609 324
NURUL HAZWANI BINTI ROSNAN2012 609 324

** JUNE 2013

UiTM Malacca City Campus
BM2204D | Faculty of Business Administration (hons) Marketing
MKT 537 - Marketing Research | Semester March – July 2013 1.0
INTRODUCTION

Consumer behavior is the display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. It stresses that consumer behavior focuses on individual consumers and families or household making decision to spend their available resources (time, money, effort) on consumption – related items. Traditionally, explanations of consumer behavior are cast in terms that are rooted in cognitive psychology (Bargh, 2002). Before people buy, or choose, or decide, they engage in more or less elaborate, conscious information processing. Information processing according to Chaiken (1980) and Petty, Cacioppo and Schuman (1983) cited by Ap Dijksterhuis & Pamela K. Smith (2005) may lead to certain attitudes and these attitudes in turn may or may not affect decision. The amount of information that is processed is dependent on various moderators, such as involvement. The sort of information that is finally influences your attitude can differ too and attitude can be based more on cognitive belief such as when one finds a product very useful, or more on affect, such as when a product has important symbolic meanings (Venkatraman & Mac-Innes, 1985) cited by Ap Dijksterhuis & Pamela K. Smith (2005).

Recent ideas or insight on influence tactics and persuasion have emphasized that we often react rather “mindlessly” to stimuli that trigger certain automated responses. As been said by Cialdini (2001), in a highly influential overview of such automatic influence tactics describe these phenomena as “click – zoom” reactions. Certain stimuli directly affect our decision and buying behavior. For instance, based on the research made by Cialdini (2001) consumer will mostly get trigger when they sees the word “today only” and thereby they will activated their mind set as it is a scarcity product and “what is scarce is good”. These unconsciously made shopping choices are highly habitualized and based on attitudes that are automatically activated on the perception of a product (Fazio, Sanbonmatsu, Powell & Kardes, 1986) cited by Ap Dijksterhuis & Pamela K. Smith (2005). Attitudes do not always guide behavior and we truly buy things on impulse which portrays that attitudes are bypassed completely. Cialdini (2001) concluded that these impulse choices usually strongly affected by subtle cues in the environment such as when product is scarce. However sometimes cues are hardly related at all. A nice example is the work of North and colleagues (North, Hargreaves & McKendrick, 1997) had showed that French music played in a store led to an increase in sales of French wine, whereas German music led customer to buy more German wine.

To understand more on the behavior of unconsciously buying is by taking account the unconscious influence our environment exerts ( Bargh, 2002 ). This is through the study of the behavior of “perception behavior link”. This study showed the mere perception of the social environment leads people to engage in certain behavior (Djikster Huis & Bargh, 2001). This implies that behaviors are imitative and can be contagious. Automatic goal pursuit is also one of the unconscious buying behaviors. Aarts & Djiksterhuis (2001), Moskowitz Li & Kirk (2004) stated that goal directed area is often unconsciously...
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