Buying Behaviour Research Proposal Example | Topics and Well Written Essays - 1250 words

Buying Behaviour - Research Proposal Example They gave maximum importance to time saving, followed by ease of preparation, family health, and taste. Their choices of brands were entirely different. The non-working women gave maximum importance to taste, followed by family health, ease of preparation, time saving, whereas the working women gave maximum importance to saving, ease of preparation, good taste, and good for the family. Their choices of brands were entirely different. 1. Needs - Needs of both working women and non-working women are different. A working women would need coffee during her breaks whereas a non-working women needs coffee only in the morning during breakfast. So, their needs are entirely different from each other. As coffee satisfies her hedonic needs for example, consumers who drink coffee feel refreshing, which an emotional response. Also, her symbolic need to be fast, modern, confident, sophisticated etc. which is related to her status symbol and functional need to reduce the need of thirst. Whereas for cakes the they satisfy the functional need to reduce hunger, and hedonic need for example it satisfies the taste buds of the consumers and can be classified as a feel good factor. a) Brand awareness: For coffee the brand awareness among the working women was very high as they personally preferred coffee as compared to non-working women for them it was a low involvement purchase and hence the awareness is not that high. For cakes the brand awareness among the non-working women was high as they consider it to be a special occasion preparation and thus wants the most information about the cake. b) Perception: Perception is the process of selecting, organizing and interpreting information inputs (sensations received through sight, taste, hearing, smell and touch) to produce meaning. Selective Exposure - select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion - Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. c) Role of emotions: Generally working women show great involvement while purchasing coffee as she a habitual drinker of coffee everyday and feels connected to the brand and they generally stick to one brand whereas non-working women usually prefers taste and experiments with various brands and are not very emotionally connected to the brand. Working women usually prefers cakes with low calories and hence go for products for cake preparation that are low in fat but are that brand loyal whereas the non-working women prefer cakes with better taste and thus it becomes a high involvement product for them and tend to stick to one brand providing the taste they want. d) Attitudes: Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its