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Consumer behaviour - Individual Report: observation of consumer shopping/browsing behaviour - Essay Example

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Consumer behaviour - Individual Report: observation of consumer shopping/browsing behaviour

Some of the eminent scholars portrayed the fact that the study of consumer behaviour is about the evaluation of a consumer and whether or not they get influenced by their family, relatives, society, friends and other reference groups. Thus for an origination to cater effectively to its target audience, it is essential to carry out an in-depth analysis of the consumer needs and wants (Hoyer and Macinnis, 2008, p.3-4). Although a lot of research has been carried out in this field of study but there are hardly any accepted theories that scientifically and clearly underline the buying or purchasing behaviour of a consumer. Now in this context of the study, that is, to uncover consumer buying behaviour Leeds city centre has been chosen as the ‘shopping location’ where customers will be observed. This report will present a brief overview of the location of the Leeds city centre along with the date and time of observation. The report will also present theoretical concepts of consumer and shopping behaviour. Additionally, theories of observation as a research approach will be also enlightened. ...
The shopping centre is situated at the parliamentary region of Leeds central. The term ‘central Leeds’ is generally used to point out to the Leeds city centre. However it refers to a wider area that is usually described as the area that covers Ring road, Holbeck and Hunslet. This place is also characterised by a large shopping area where thousands of people gather everyday to buy their favourite items. Some of the largest shops of the city are found here. Like any other major shopping destination, it is also the home of largest MNCs and also global retail chains. Global players such as Marks & Spencer, McDonald's, Burger King and Nando's and Zara among others are present in this market. However, this location is also regarded by the availability of cheap and value shops. Hence buyers from every segment of the society visit this market to purchase goods. The date was 27th November at the afternoon session and the time was approximately 6.30 p. m. when the observation was made. Since it was a pre Christmas period the shops were almost full. The condition was such that few people were finding difficult to purchase things properly. The observations were mainly regarding the purchasing or buying behaviour of the consumers. Nevertheless the primary intention was to uncover the shopping behaviour of the consumer. It was basically about the preferences of the consumers about how they perceive about a brand, does the consumer looks for quality or price or a blend of both. Answers to several such questions will be addressed through this study. Theoretical Concepts of Consumer and Shopping Behaviour Consumer buying behaviour is a broader area of study. It can be differentiated on the basis of level of the customer involvement in the ...Show more

Summary

Consumer behaviour - Individual Report: observation of consumer shopping/browsing behaviour Table of Contents Table of Contents 2 Introduction 3 Location Details 4 Theoretical Concepts of Consumer and Shopping Behaviour 5 Stages of consumer buying behaviour 6 The Theories of observation 8 Black Box model 9 Summary of the Observation 10 References 12 Introduction Consumer behaviour can be referred to as the study of groups, organizations or individuals and the methods use to choose the products and services…
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Consumer behaviour - Individual Report: observation of consumer shopping/browsing behaviour essay example
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