DIPLOMA IN MASS COMMUNICATION

MKT202 CONSUMER BEHAVIOUR

Assignment Title : Consumer Behaviour (Group Assignment)

Submission Deadline : 16th April 2021

Lecturer : Mr. Rudy Kana

Academic Honesty Policy Statement

We, hereby confirm that this assignment is our own work and not copied or
plagiarized from any source. We have referenced the sources from which
information is obtained by us for this assignment. We have also not allowed
anyone to copy our work.

NAME STUDENT ID IC NUMBER

Kristen Mary Theseira 0250DMC0290319 010427-14-0010

Lee Kai Jin 0252DMC0290319 010320-10-0895

Yang Zi Xin 0253DMC0290319 000420-01-1030

Maisarah Bt Mohammad 0254DMC0300519 010626-08-0348

Jamilah Bt Khairul Aziz 0258DMC0300519 000605-68-0038

Shafiq Danial B. Mohd Shah 0266DMC0310719 990420-14-7005

TABLE OF CONTENT

No Content Page Number

1. Introduction 3

2. Consumer Behaviour Theory :- 4-5

i. Different type of buying behaviour
ii. Factors that influence buyer behaviour

3. Buying Behaviour Analysis 6-13

i. Summary
ii. Demographics
iii. Questions in the survey

4. Discussion 14

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INTRODUCTION

Consumer behaviour is the analysis of how individual consumers, groups or organizations

choose, purchase, use, and dispose of ideas, products and services to satisfy their needs and
wants. It refers to the consumer’s behaviour in the marketplace and the motivations behind
those actions.

A consumer does not have to be an individual. It can also be an organization. A consumer

(customer) is someone who buys goods or services and may be classified as economic
services or products. The end-user or target to whom products and services are sold is referred
to as a buyer. In simple terms, a customer is an individual or a company who is the final user
of a company’s products and services.

There are many factors that influence consumer behaviour, some of them are age, gender,
ethnic backgrounds, social class, and many more. It is important that we understand consumer
behaviour to become better marketers in the future as it is the foundation for segmentation of
the market, positioning of products and developing appropriate marketing. Not only that, but
we can also obtain a better understanding of our own consumption behaviour.

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CONSUMER BEHAVIOR THEORY

Consumer behaviour theory is a study of how people make decisions when they purchase.
Helping businesses and marketers capitalise on these behaviours by predicting how and when
a consumer will make a purchase. It enables firms to better understand their target audience
and thus to develop products, services and the culture of companies to influence their
purchasing habits.

A consumer only takes a specific action when there is an equally specific result expected.
From the time the consumer decides to act to the time the action is completed, the consumer
retains the ability to change his or her mind and decide on a different course of action.

DIFFERENT TYPES OF BUYING BEHAVIOUR

- Place of purchase
- Items purchased
- Time and frequency of purchase
1. Limited decision-making
2. Extensive decision-making
- Method of purchase
- Impulse buying

FACTORS THAT INFLUENCE BUYERS BEHAVIOUR

- Psychological
- Psychological factors include a person’s attitude, perceptions about a situation, their
ability to understand information, what motivates them, their personality and beliefs.

- Social
- Social influences can include a person’s friends, family, community, work or school
community, or groups they associate with such as a local church or hobby group. It
can also include social class, living conditions and education.

- Personal
- Personal characteristics include age, gender, financial situation, occupation,
background, culture and location.

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SUMMARY

We asked 50 participants to take part in a survey conducted by us. The demographics and
responses to the survey can be seen and analysed on pages 6 to 13.

Through this survey, we found that 52% of the respondents usually/constantly buy soft drinks
when they visit their local supermarket, followed by instant powder drinks by 50% of the
respondents. 56% of respondents said that they would buy the same product from the same
brand based on the drink(s) they have chosen prior to this question. Whereas, the remaining
44% answered that they are willing to try a new flavour from the same brand or same product
from a different brand. 76% of the respondents are influenced to try new drinks from their
social circle. We also found that 80% of the respondents are motivated to repeat their
purchase of the drinks they preferably consume based on their wants compared to the 20%
who answered that it’s their necessity. When asked about their purchasing behaviour, 60% of
the respondents would purchase their same order in their local beverage shop, whereas the
remaining 40% would purchase based on other’s recommendation. Lastly, 70% of the
respondents said yes, 26% said maybe and 4% said no when asked about their purchasing
behaviour will be affected based on their current situation.

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BUYING BEHAVIOUR ANALYSIS
● Demographic

Age group
Children : 3
Teenagers : 15
Adult : 32

Gender
Male : 32
Female : 18

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Religion
Islam : 28
Buddhist : 11
Christian / Catholic : 8
Hindu : 3

Occupation
Student : 42
Employee : 5
Employer : 1
Unemployed : 2

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Education
High School : 9
Foundation/STPM/Diploma : 28
Bachelor’s Degree : 11
PHD / MD : 2

Position in family
Children : 44
Parents : 6

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Number of people in the family

Number of people in the family Responses

2 2

3 6

4 21

5 17

6 3

7 1

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QUESTIONS IN THE SURVEY

1. Drinks that you usually / constantly buy while visiting supermarket / grocery

- Mineral water / Drinking Water : 11

- Soda Water / Sparkling water : 8
- Coffee / tea : 19
- Instant powder drink (milo / ovaltine / horlicks) : 25
- Soft drink (pepsi / coca cola / 100plus) : 26
- Wine / Beer / liquor (alcoholic beverages) : 6
- Juice : 26
- Yogurt drink (vitagen, yakult, marigold) : 21
- Milk : 17

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2. What is your opinion on the drink you’ve chosen above?

- I would just buy the same product from the same brand repeatedly if I like it : 28
- I am willing to try a new flavour from the same brand or same product from different
brand : 22

3. What influences you to try new drinks?

- Advertisement : 16
- Social Circle : 38
- Trend : 17
- I just like to try new flavour / new thing : 18
- Other : 1

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4. What motivates you to repeat your purchase of the drinks that you preferably
consume?
- It is a necessity : 10
- Is it what I want : 40

5. One day, you're in your local beverage shop, lined up at the counter to purchase a
drink. Would you purchase your same order or would you purchase based on other's
recommendation?

- I’ll go with what people recommend : 20

- I’ll order what I’ve always been buying : 30

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6. Would your purchasing behaviour be affected depending on your current situation?
(Financial status, health, where/who you live with, etc.)

- Yes : 35
- No : 2
- Maybe : 13

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DISCUSSION

According to the data collected, the demographic segment does not affect what people prefer.
However, religion and age group plays a factor when it comes to alcoholic drinks. People who
believe in Islam are not allowed to have alcoholic drinks due to religion regulation. Other
than that, alcoholic drinks are not popular and not allowed to because they contain alcohol
and it’s not suitable for children to consume it. Children have a low tolerance level towards
alcohol which makes them drunk and possibly pass out after one sip. Most of the children
prefer sweet drinks such as yogurt drinks, soft drinks and juice. Coffee and tea are also not
popular between children due to the bitter taste.

Based on our findings from this survey, we understood better about people’s consumption
behaviour. We found out that most people would purchase the same products or repeat their
same purchase. This is because usually people purchase what is already in their mind instead
of trying new things. For example, we will look for CocaCola when we are willing to drink it
and this decision would not be changed easily by replacing it with other drinks.

Besides that, most of the respondents answered that they are more influenced by their social
circle than what they’ve seen in an advertisement, current trends and trying out something
new. This is because it is in our human behaviour that we tend to mimic others in order to fit
in with society and to be socially accepted. As a result, their purchasing decisions are affected
by those around them. In this case, it’s their social circle. Before making a purchase, certainly
people would read online reviews on a product but no one’s opinion would matter more than
a trusted friend from their social circle. It is proven that a person is likely to try out a product
if a person from their social circle recommends it.

Lastly, we found out that most people make purchases to satisfy their wants over their
necessities. A consumer’s want is the desire that is not needed but it’s rather what they want
to have which represents what they wish for. They’re so used to buying what they want to
satisfy their wants. This proves that wants triumphs over needs.

Buying behaviour might change due to situations such as financial status or health status. For
example, people will go for cheaper drinks instead of luxury or expensive beverages because
they lack money. Commonly, most of the people will also avoid alcoholic drinks, coffee and
tea if they are sick and go for something “healthier” such as plain water, juice, milk and
yogurt drink as nutritional supplements.

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