The agenda of this report is to analysis the customer purchase patterns and the different factors that influence the customer decision making for purchasing any particular product or acquiring any services. The data analyzed in this report will give a general perspective in respect to consumer behavior. This can be helpful in making marketing strategies using a set of marketing mix relevant to the target audience. High Involvement Products Purchased The analysis nominates few of the high involvement products purchased by the customer.
The (Table-9) shows that Gucci Shoe, ‘phone-5 and Smuggles Gift cards are noninsured as high involvement brands by the customer. This is due to the fact that these products are socially and personally important for the customer’s psychological needs. For instance Gucci Shoe bought for $580 reflects social need to wear such expensive shoes to satisfy his social need at professional environment. Whereas ‘phone-5 purchase reflects the brand consciousness of customer and also his professional need.
While purchase of Smuggles Gift card though not a very expensive purchase but requires high emotional involvement. Weekly Purchase Patterns There is a mix behavior being pursued by the customer on weekdays and weekend researches. Most of the purchases have been made at the night timings. There has been a trend of most purchases made on the weekends. Retail items have been purchased mostly on the weekdays with the influence of family.
The Customer spends $2,299 for the week that clearly suggests that the customer demographics and income are way higher than the average ordinary earning per week in Australia. This may affect the purchase behavior and bring about the brand conscious behavior of customer. Approximately 59. 22% of the spending is based spent on the high involvement products which contain personal involvement of customer, which clearly suggests that the disposable income allows the customer to spend impulse. The behavior of customer A seems to be influenced both by internal and external factors.
However the trend shown in Table-8 suggests that external motivators are more towards the higher side. The genuine motivators mentioned for customer A are family, friends, Known supplier or known service providers in this case. The purchase made between the weeks mentioned in Table-9 clearly suggests that customer has less personal involvement in purchasing the house hold retail goods however there is higher involvement in few services like Body massage, Shoes, Phone ND GAPS. The reason for this may be that these products are directly related to customers social or self-esteem needs.
The (Table-2) suggest the relation of the suppliers and outlets that customer visited and made the purchases and also the amounts spent on each supplier or service providers. Here in Table-3 it is clearly shown the most of the purchases I. E. 33. 33% and 20% were made from Woolworth and Craggier Plaza respectively. These are mostly the FMC and the low involvement products. But this does not reflect the clear picture until there is an analysis of amounts spent on each Supplier, Service reviver or Retailer.