What Are the Key Conclusions Drawn from the Observations Recorded in the Diaries?

What are the key conclusions drawn from the observations recorded in the diaries?

Demographic and lifestyle:

The group consists of four members which includes 3 females and 1 male of similar age group. All four members study at the same university and as full-time student and work part-time. The four consumers are from four different metropolitan areas within Sydney region and are single or in a relationship.

Consumer behaviour patterns:

The consumers' behaviour is considerably difference based on their interests and hobbies. For example as can be seen in one of the consumer's diaries, many purchases were made in association with snack food and non-alcoholic drinks due to the fact that the consumer is attending university 4 days a week and the consumer routinely purchased the snacks and drinks from the university's cafeteria. Therefore, due to the consumer's habitual purchasing patterns, hence the consumer also has high involvement in decision-making and purchasing of these products as a result. In addition, the consistency of the purchases also outlined the consumer's brand loyalty and social surroundings of importance key influences. Givon (1984) found that brand loyalty occurred when consumer is strongly resisted to change.

On the other hand, one consumer made purchases in the snack food and non-alcoholic drinks categories also but the consumer made the purchases from various locations and brands. The consumer's behaviour reflected variety-seeking and limited degree of brand loyalty. The key influence was largely based on learning which lead the consumer to seek varieties where the consumer was possibly searching for better quality or value for money. Givon (1984) mentioned that brand switching and recurrence buying are a combined form of brand choice and consumer's desire for change. However; the two consumers brand motives were similar and it was generally involving belongingness and esteem.

Furthermore, another consumer who is health conscious is habitually purchasing health products and beauty services. For that reason, it has revealed the consumer healthy lifestyle has influenced the consumer to make those purchases. Subsequently, the motives were largely for social, esteem and physiological needs.

In what ways might the theory of consumer behaviour apply to your group's observations?

External Influences:

Reference