Consumer Behavior: Diary of My Processes

Introduction to Consumer Behaviour
Diary Assessment Activity

Table of Contents 1. Introduction……………………………………………………………. pg.3
Section 1 – Diary Entries 2. Item #1……………………………………………………………. .. pg.3 3. Item #2 ……………………………………………………………. .. pg.6 4. Item #3……………………………………………………………. .. pg.7 5. Item #4 ……………………………………………………………. .. pg.9 6. Item #5 ……………………………………………………………. .. pg.11
Section 2 – Reflection of pre and post purchase 7. Item #1 …………………………………………………………….. pg.12 8.1 Emotions & justifications used in the pre purchase ………. pg.12 8.2 Emotions & justifications used in the post purchase ……… pg.13 8. Item #2 ……………………………………………………………… pg.14 9.3 Emotions & justifications used in the pre purchase ………. pg.14 9.4 Emotions & justifications used in the post purchase ……… pg.14 9. Item #3 ……………………………………………………………… pg.15 10.5 Emotions & justifications used in the pre purchase ……….. pg.15 10.6 Emotions & justifications used in the post purchase ………. pg.16 10. Item #4 ………………………………………………………………. pg.16 11.7 Emotions & justifications used in the pre purchase …….. pg.16 11.8 Emotions & justifications used in the post purchase……. pg.17 11. Item #5 ………………………………………………………………. pg.17 12.9 Emotions & justifications used in the pre purchase …….. pg.17 12.10 Emotions & justifications used in the post purchase…….. pg.18 12. Summary……………………………………………………………... pg.18

1. Introduction
Over a four week period, I have kept a diary of purchases I have made with a degree of purchase involvement. I aimed to develop an understanding of the key principles of consumer behaviour by focusing on my own actions as a consumer.
The purchases I chose to evaluate were unique and comparatively different to each other. The recording and analysis of these purchases has allowed me to explore the emotions and justifications used in the pre and post purchase