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Discuss about the Analysis of Consumer Behaviour.


Purchasing an imported small car like the Austin Mini Cooper

Purchasing an important car like Austin Mini Cooper can be afforded best by the lavish mod-con segment of people. According to the theory of reasoned action, prudent traditionalists can be considered as the least likely consumers for the product. According to the theory of reasoned action, the product can be brought by people from middle to higher income group (Cohen, Prayag & Moital, 2014). A country which has higher GDP and the lifestyle of the people is very privileged can easily afford the product or car like Austin Mini Cooper. Thus, for people belonging to a progressive state can very conveniently afford the product.

Going to the local café for your regular coffee and breakfast

The most likely buyers for going to a local cafe for the regular breakfast and coffee are the group of progressive cosmopolitan. The least likely buyers who would go to local cafe for breakfast and coffee on a regular basis are the prudent traditionalist. In accordance with the factors such as the concern regarding limiting everyday's expenditure by people affects the buyer behaviour of the customer (East, Wright & Vanhuele, 2013). 

A state where the people are more progressive and the lifestyle is very much hectic, people do not have time to prepare their own breakfast and have the habit of rushing for work. In those scenarios, the people of the state would prefer to have regular coffee and breakfast on a daily basis at a local cafe.

Joining a gym and fitness centre

The most likely buyer or consumer who would join a gym and fitness centre includes the progressive cosmopolitan as these sections of people prefer to accept progressive things in life and love to remain updated with the lifestyle. For this section of consumers, the social factors play an important role it eh buying behaviour (Foxall, 2014). These would include the perception of the society towards their outlook regarding their health and fitness in order to always be presentable in the social gatherings.

The least likely group of consumers regarding this subject are the anti-establishment firebrand. This tribe of people does not need a life that is organized or predictable. For them, the psychological behaviour comes into play while buying the service or product as they basically do not care what people think of them or their appearances. Therefore, these sections of people have the least possibility to go to the gym for their fitness (Horner & Swarbrooke, 2016).

Buying beer from the local bottle shop and watching footie at home

The most likely consumer for buying beers from the local bottle shop and watching footie at home would include the anti-establishment firebrand. According to the motivation need theory, this section of the Australians find their needs to be fulfilled by enjoying their beers in their home environment and they do not consider faring well with other people. Thus, they would enjoy having their own space with their sort of relaxation and entertainment in their own way without any outside interference (Schiffman, et al., 2013).

The least likely tribe to buy beers from a local shop and watching footie at home is the lavish mod-con as these groups of people will look forward to maintaining their social status and image by being in the finer places and situations. Thus, they will not opt for going to shop for beer at a local shop rather would opt to go to high-class clubs. In this case, the social factors play an important role in the buying behaviour of the lavish mod-con tribe (Schütte & Ciarlante, 2016).


Ordering food online through providers like Menulog, Panda Food e.t.c.

The most likely consumer tribe who would order food online through the providers like Panda Food or Menu log, etc are the progressive cosmopolitan as they prefer exploring changes and privileges.

They relish the initiatives and facilities that they can get.  while the least likely tribe to farewell regarding online food ordering through various services are the ambitious savers as they watch every spending and expenditure who would prefer to prepare their own food in order to save money (Solomon, Russell-Bennett & Previte, 2013). In this case of ambitious savers, their behaviour towards saving money is affecting their decision regarding not buying food through online ordering.

Installing renewable energy like solar panels in their houses

For the services like installing renewable energy like solar panels in the houses, the most likely consumer base would be ambitious savers as they would prefer to save energy and opt for renewable sources of energy in order to save expenditures. The psychological   factors along with the  Maslow hierarchy need theory is having a significant role in the buying behaviour of the ambitious savers as their needs regarding the obtainment of energy along with saving money, both are being satisfied (Wikström, et al., 2014).

The least likely consumers group for availing the renewable energy like solar panels are the lavish mod-on as they do not think regarding the minimizing expenditures. The social conditioning factors play an important role for the lavish tribe as they need to have the best of luxuries and therefore, would not consider the ways to minimize energy and money use.

Buying homeware products at DIY (Do It Yourself) hardware stores like Bunnings

The most likely consumer base for buying home ware products at DIY hardware stores like Bunnings are the activist egalitarians as their psychological factors relating to the traditions dominate their decision making of purchase (Schütte & Ciarlante, 2016).

They are not impressed by the luxuries around them and would rather opt for buying products that they require from the DIY hardware stores. The least likely consumer base for buying products from the DIY stores is the lavish mod-con.

Shopping at Big W

Shopping at Big W would have the progressive cosmopolitan the most as they embrace multiculturalism and love to be around the multiculturalism spaces.  The least likely consumer base who would opt to shop at Big W is the disillusioned pessimists.

The psychological factors play an important role in their buying behaviour as they have pessimist feelings regarding everything (Wikström, et al., 2014). They would not appreciate the offers that would be available at the store.

Eating at fast food restaurants like McDonald and K.F.C

The most likely consumer base for availing food services at fast food restaurants like McDonalds and KFC are the progressive cosmopolitan on which their psychological belief regarding availing all the privileges and services that a city has to offer them.

These people believe in embracing every aspect of a progressive state. the least likely consumer base to avail the food services at fast food restaurants like KFC  and McDonalds are the ambitious savers who would have the their sense of saving money to consider which influences theory buying behaviour.

Playing poker machines at our local RSL or League’s club on a regular basis.

Playing a poker machine at our local RSL or League's club on a regular basis will attract a consumer base like the lavish mod-con as their social and psychological factors to have the best and refined things and luxuries of life would attract them to have this privilege (Horner & Swarbrooke, 2016).

The least likely consumer base for the service would be ambitious saver who would not prefer spending their money on these luxuries which would not let them gain anything tangible in return.



Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behaviour in tourism: Concepts, influences and opportunities. Current Issues in Tourism, 17(10), pp.872-909.

East, R., Wright, M. and Vanhuele, M., 2013. Consumer behaviour: applications in marketing. Sage.

Foxall, G.R., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide (Vol. 3). Routledge.

Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.

Schiffman, L., O'Cass, A., Paladino, A. and Carlson, J., 2013. Consumer behaviour. Pearson Higher Education AU.

Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.

Solomon, M.R., Russell-Bennett, R. and Previte, J., 2013. Consumer behaviour: Buying, having, being. Pearson Australia.

Wikström, F., Williams, H., Verghese, K. and Clune, S., 2014. The influence of packaging attributes on consumer behaviour in food-packaging life cycle assessment studies-a neglected topic. Journal of Cleaner Production, 73, pp.100-108.

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