Consumer Behavior - Tesco
The Reason behind purchase
Consumer behaviour is the study of how consumers purchase, use and dispose of products (Solomon, 2011). The Consumer behaviour model is made up of experiences and acquisitions, thus self-concept and life style have a major influence on the behaviour of a consumer since internal and external stimuli directly influence consumer behaviour. Observations were carried out in Tesco’s, a British plc. that provides a wide variety of products such as groceries clothing and electronic equipment.
We have decided to observe and investigate within Tesco’s how impersonal/group influences and motivation influence consumer behaviour at all levels of the decision making process. Due to the rage of products offered we can gain a better understanding of consumer’s buying behaviour in a number of possible scenarios. The shopping store is split into two entrances; the first leads to a grocery section and the second section is split into an area where products ranging from shower gel to laptops can be purchased.
After having a two hour individual observation of consumers’ behaviour in UK’s most powerful grocery retailer on Canal Road Bradford, the five members of our group have made different observations about the way consumer purchase different products and the reason behind this. Our first observation is based on the influence that children have on their parents. Throughout the two hour observation all members commented strongly on how children influence their parents by asking repeatedly for products that they wanted. Observer 4 witness one child place a product into the shopping trolley without asking for permission. This observation was not shared with other members of the group.
This particular comment refers to the influence that children have on their parents and the way they determine their parents to buy different items due to repeated nagging. This is known as “PESTER Power” or “Parental yielding”. "Purchase decisions are not always the
Consumer behaviour is the study of how consumers purchase, use and dispose of products (Solomon, 2011). The Consumer behaviour model is made up of experiences and acquisitions, thus self-concept and life style have a major influence on the behaviour of a consumer since internal and external stimuli directly influence consumer behaviour. Observations were carried out in Tesco’s, a British plc. that provides a wide variety of products such as groceries clothing and electronic equipment.
We have decided to observe and investigate within Tesco’s how impersonal/group influences and motivation influence consumer behaviour at all levels of the decision making process. Due to the rage of products offered we can gain a better understanding of consumer’s buying behaviour in a number of possible scenarios. The shopping store is split into two entrances; the first leads to a grocery section and the second section is split into an area where products ranging from shower gel to laptops can be purchased.
After having a two hour individual observation of consumers’ behaviour in UK’s most powerful grocery retailer on Canal Road Bradford, the five members of our group have made different observations about the way consumer purchase different products and the reason behind this. Our first observation is based on the influence that children have on their parents. Throughout the two hour observation all members commented strongly on how children influence their parents by asking repeatedly for products that they wanted. Observer 4 witness one child place a product into the shopping trolley without asking for permission. This observation was not shared with other members of the group.
This particular comment refers to the influence that children have on their parents and the way they determine their parents to buy different items due to repeated nagging. This is known as “PESTER Power” or “Parental yielding”. "Purchase decisions are not always the
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