Marketing

Marketing- purchasing data

Executive Summary

The purpose of this report is to collecting one week purchasing data of a consumer. In order to analyze the consumer’s purchasing behavior, the marketing theory and consumer behavior theory will be used based on the data of the matrix. First step is to track and detail every purchase the consumer make in a week and note what occurred in the decision making process (DMP) and the influences on the DMP for every purchase decision. And then the consumer profile will be provided to help analyzing the consumer behavior. And then this assignment will analyze the purchasing data by spending, supplier outlet, brand, payment type, locality, purchase importance, decision factors & search time, purchasing factors, choice, purchasing motivation and intended product purchase step by step.

Table of Contents

Consumer Profiles……………………………………………………………………… 4

Purchasing Behavior…………………………………………………………………… 4

Spending………………………………………………………………………………… 4

Brand…………………………………………………………………………………….. 4

Payment Type…………………………………………………………………………….5

Locality…………………………………………………………………………………….5

Purchase Importance…………………………………………………………………….5

Decision Factors & Search Time………………………………………………………..6

Purchasing Factors……………………………………………………………………….6

Choice……………………………………………………………………………………...7

Purchasing Motivation……………………………………………………………………7

Intended Product Purchase…………………………………………………………… 7

Conclusion…………………………………………………………………………………8

Reference………………………………………………………………………………….9

Appendix………………………………………………………………………………….10

Consumer Profiles

The consumer is a 24years old female who are overseas student comes from China and studying master of business at University of Ballarat, and she is working as a part-time dental assistant at D-Zire Dental at Zetland now. At the moment, she lives in an apartment with her friends and share the rent and every bills together. The consumer is an...