Consumer Behaviour

Consumer Psychology Project

Table of Content

Introduction…………………………………………... Page 3

Section A: Party person and occasion………………. Page 3

Section B: Purchases and gifts for the party

3.1 Purchases………………………………………………… Page 3

3.1.1 Chinese noodle: ‘Chang shou mian’....................... Page 4

3.1.2 Rock and Roll band.................................................. Page 4

3.1.3 Projector and big screen.......................................... Page 5

3.1.4 Blank guests book..................................................... Page 5

3.2 Gifts

3.2.1 IKEA kitchenware.................................................... Page 6

3.2.2 Two travel tickets around the world....................... Page 6

3.2.3 A ruby necklace......................................................... Page 7

4. Section C: Comparison between Mrs Yan and party organiser

4.1 Age and generation………………………………………...Page 7

4.2 Personality………………………………………………… Page 8

5. Conclusion……………………………………………. Page10

6. References……………………………………………. Page 11

1. Introduction

The bottom line of a successful marketing practice is to fulfil customers’ needs and wants. In order to do so, marketers have to understand their customers in both emotional and physical terms. Thus, the study of consumer behaviour which developed significantly in the past few decades plays an important role in marketing activity (Schiffman, L., Bednall, D., O’Cass, A., Paladino, A., Ward, S and Kanuk, L., 2008). This project will organise and decorate a party for a specific customer based on some consumer psychology theories which have been proved really helpful.

2. Section A : Party person and occasion

The birthday party will be held for my neighbour -...