CONSUMER BEHAVIOUR

Consumer lifestyle profile

CONSUMER BEHAVIOUR
LEONARD GROUP 10/3/2011

SUPERIOR UNIVERSITY LAHORE

EXECTIVE SUMMMRY In this project we have to conduct a survey and make a report of consumer behavior and his lifestyle. For this project we make a questionnaire and give it to different persons. They all filled it. Through this questionnaire we make a report to fine out the users consumers and nonusers consumers. After getting all the date now we are able to find out the users and nonusers of the product. The product which we have to chose to know about the users and nonusers that is Levis Brand. Through this brand we have to identify the users and non users of the product. We judge it through different perspectives in which personality, attitude, perception, life style was over kkyes to know about the consumers. After all this activities we come to know that there are many users of Levis brand who are extraversion and loyal with brands and have a great loyalty with brands and they all like get to gathering and watching movies and outing and visit shopping malls etc. These all were the users of this brand. On the other hand non users were totally opposite; they were introversion and have no loyalty as well as no interest in brands. His life style was as simple as they are living in his socity.There are some problems during this activity. Mostly peoples dislike repetitions of the Television commercials. But many of the users were in the favor of incentives and discount offers by the brands. Because most of the people and users are her who purchase cheap products. So this is also a suggestion to a company to give incentives to his customers and give discount so that they can purchase you brand and their users will be increase.

CONSUMERS LIFE STYLE PROFILE

A way of living of individuals, families (households), and societies, which they manifest in coping with their physical, psychological, social, and economic environments on a day-today basis.

Lifestyle is expressed in both work and leisure behavior patterns and (on an individual basis) in activities, attitudes, interests, opinions, values, and allocation of income. It also reflects people's self image or self concept; the way they see themselves and believe they are seen by the others. Lifestyle is a composite of motivations, needs, and wants and is influenced by factors such as culture, family, reference, and class. The analysis of consumer life styles (called psychographics) is an important factor in determining how consumers make their purchase decisions. We have the data about the consumer which we have been collected through the questionnaires. Now through this data we can easily identify the users and the non user or our product. The purpose of this project and collecting data about the consumer is to just find out the users and the non users of the product. For getting the data our questionnaire was based some life style questions now through the data we can easily identify the users and non users. Through this project we fine that there are two types of users of the products. o Users Consumers o Non user consumer First one is user consumer, the people who are using product which we select for project and and the non users are those people who are not using the product according to our project. This could refer to a person that typically does not consume a specific product orservice. It could also mean a person that may purchase a product or service for use by another person such as a child or employee.

USERS CONSUMERS Consumer is a broad label for any individuals or households that use goods and services generated within the economy. The concept of a consumer occurs in different contexts, so that the usage and significance of the term may vary User consumer is one who ticked that

product which we select for our project in the project after knowing about the user of our product which we select or A person who has indicated his or her willingness to obtain goods and/or services from a supplier with the intention of paying for them. In this project those who are users. We will discuss different aspects of the personality of the consumer. Like we will see the perception, learning, life style, attitude, Motivation etc.

CONSUMERS PERCEPTIONS: Our perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. This works well, for example, when we see a friend three hundred feet away at his or her correct height; however, our perception is sometimes off for example, certain shapes of ice cream containers look like they contain more than rectangular ones with the same volume. In consumer perception firstly I tell you that most of the users of our selected brand are Males. They are using Levis brand. Mostly young youth is using this Brand and fulfilling their needs. They perceived about this brand that mostly the fashionable only or mostly like and using it thats way they also using this product. The youth and young generation wants that they wear branded products, become brand concious because want that they look like fashionable and their value will increase in society and among the his social network. They always want to differentiate their self with others that I am superior then others. These are some perceptions of the user of this product. According to our survey sixteen people are the Levis brand users out of thirty, which are 54% of the total. CONSUMERS LEARNING: Learning involves "a change in the content or organization of long term memory and/or behavior." The first part of the definition focuses on what we know (and can thus put to use) while the second focuses on concrete behavior. For example, many people will avoid foods that they consumed shortly before becoming ill. Learning is not all knowledge based. For example, we may experience the sales people in one store being nicer to us than those in the other. We thus may develop a preference for the one store over the other; however, if pressed, we may not be. In this area that as I already told you that our selected Levis brand users are mostly young generation and male users are greather then the females. They learnt alote of things after using this brand . Many of people see the ads and learn something about the product then they purchase to fulfill his need. Same situation is here the young male female generation see the new trends and new fashion in tvss as well as in markets and shopping malls then they also try to purchase it. The persons who are living in porch areas there living standred will also different from others. If a boy is villager and came to city ,through learning they will also change there living style wearing style and many more other thing. Accordiong to our research mostly young males are like same nature they learn from the socity and from new trend and apply it on his own self.

CONSUMERS MOTIVATION: Motivation is an inner drive that reflects goal-directed arousal. In a consumer behavior context, the results is a desire for a product, service, or experience. It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services or an activated state within a person that leads to goaldirected behavior. According to our research and analysis the users of Levis brand only 33% like TVCs and rest of the users dislike the Television commercials but on the other hand the repetition of these adds are attractive for the users because most of the users become attract and go for purchasing just due to repetition of TVCs . Most of the users in which round about 90% likes that there favorite celebrity must be in Television commercials so thats way they attract and use they become motivated and go for using and purchasing. Incentives are also motivate to the users and discount offers attract and motivate to the consumers for purchasing. CONSUMERS PERSONALITY: Personality which is a set of different characteristics that influence to others is known as personality. According to our research and analysis the users of Levis brand. According to percentage 90% of users of Levis brand extraversion because they like get to gathering and outings and visit restaurants and watching movies . Many of users in which mostly 90% of users are curious mind they want to something new all the time. They all have some part of Id in his personality because they can do anything for getting his required need. There are less number of users who are egoistic. According to our report the levis users are Detached personality they wanted to attach there self with a famous grup and this type of personalities have a great loyalty with brands and products. They sped allot of time in shopping and like to visit the shopping malls .Before purchasing they think about the products then make decision for purchasing. These users also have brand equity

NON USER CONSUMERS

Non User Consumer is any individuals or households that didnt use goods and services generated within the economy.. Non User consumer is one who didnt ticked that product which we select for our project in the project after knowing about the Non user of our

product which we select or A non user consumer person who has indicated his or her Unwillingness to obtain goods and/or services from a supplier with the intention of paying for them. In this project those who are non users consumers. We will discuss different aspects of the personality of the non consumer. Like we will see the perception, learning, life style, attitude, Motivation etc and find out the non users of the brands

NON USER CONSUMERS PERCEPTIONS: Our perception is an approximation of reality. Our brain attempts to make sense out of the stimuli to which we are exposed. This works well, for example, when we see a friend three hundred feet away at his or her correct height; however, our perception is sometimes off for example, certain shapes of ice cream containers look like they contain more than rectangular ones with the same volume. In consumer perception firstly I tell you that most of the users of our selected brand are Males. They are using other brands. Many young youth is using this other Brand and fulfilling their needs. The some of youth and young generation wants that they wear domastic products. They always want to simplicity their self with others. These are some perceptions of the user of this product. 46% of the total are not using the levis brand they using other brands. NON USER CONSUMERS LEARNING: Learning involves "a change in the content or organization of long term memory and/or behavior." The first part of the definition focuses on what we know (and can thus put to use) while the second focuses on concrete behavior. For example, many people will avoid foods that they consumed shortly before becoming ill. Learning is not all knowledge based. For example, we may experience the sales people in one store being nicer to us than those in the other. We thus may develop a preference for the one store over the other; however, if pressed, we may not be. In this part that as I already told you that our selected Levis brand users are mostly young generation and male users are greater then the females. They are not getting learning of things after using this brand. Many of people see the ads and but not learn something about the product then they purchase other barns and products to fulfill his need. Some young male female generation see the new trends and new fashion in TVs as well as in markets and shopping malls then they also try to purchase it but a less number of customers who is not purchasing it. The persons who are living in poor areas there living stander will also different from others. If a boy is villager, through learning they will not change their living style he never wearing style and many more other thing to look like stylish. According to our research some young males are like same nature they never learn from the society and from new trend and nether apply it on his own self or not use it and nether purchase it .

CONSUMERS MOTIVATION: Motivation is an inner drive that reflects goal-directed arousal. In a consumer behavior context, the results is a desire for a product, service, or experience. It is the drive to satisfy needs and wants, both physiological and psychological, through the purchase and use of products and services or an activated state within a person that leads to goaldirected behavior. According to our research and analysis the users of Levis brand only 67% dislike like TVCs and rest of the users like the Television commercials. Most of the users in which round about 10%dislikes that there favorite celebrity must be in Television commercials so thats way they didnt attract and they become motivated and go for using and purchasing. NON USER CONSUMERS PERSONALITY: Personality which is a set of different characteristics that influence to others is known as personality. According to our research and analysis the users of other brands. According to percentage 10% of users of other brandsare introversion because they dont like get to gathering they like loneliness and they dont like and have no intersest in outings and visit restaurants and watching movies . some of users in which mostly 10% of users of other brands are curious mind they all are very llimited mind. They alldont have Id in his personality because they dont want to change anything for getting his required need. There are mostly number of other brands users who are egoistic. According to our report the levis users are Detached personality but rest of the users who use other brands are not detached. They like lonleness they dont wanted to attach there self with a famous grup and this type of personalities have No great loyalty with brands and products. They dont like to spend time in shopping and like to visit the shopping malls .Before purchasing they dont think about the products then make decision for purchasing. These users also have no brand equity.

QUESTIONNAIRE & PROCEDURE

PROCEDUURE
Methodology:
We select the general public and our universities. These include both public & private. In public we selected all age of students in education. In private sector we went to superior university, university of Lahore, University of Management Sciences, University of central Punjab & FAST University. There is no condition of age, experience or gender. So, our sample has diversification of demographics.

Procedure:
We completed our research through questionnaire in written form; our group itself completed this task through visiting these universities & general public using our social networks. In our population visiting, permanent both are included..

Measures:
We use questionnaires for responses & use different point Likert scale from 1 YES NO and SOME TIME . As English language is medium of education in Pakistan at university level so we also use this medium.

Questionnaire
Q1: Your gender? 1. Male 2. Female Q2: Your age? 1. 2. 3. 4. 18-25 26-35 36-50 Above 50

Q3: What is your occupation?

1. Student 2. Business man 3. Others

Q4: Which one you prefer to use?

1. Armani 2. Nike 3. Levis 5. Dollace & Gabana

Q5: Does TVC ads influence you?

1. YES 2. NO

Q6: Does the repetition of TVC adds motivates you to purchase?

1. YES 2. NO

Q: 7
1. 2. 3.

you always influence with Brands? YES NO Some Time

Q: 8
1. 2.

DO you like get together with friends? YES NO Do you like to do something new? YES NO Do you like celebrities in TV commercials? YES NO

Q: 9
1. 2.

Q: 10
1. 2.

Q: 11 Which types of things you purchase?

1. Costly 2. Cheap

Q: 12 Have you achieve your Goal?

1. 2. YES NO

Q: 13 Where did you collect information about products and services?

1. 2. 3. 4. 5. Friends Family News paper Internet Others

Q: 14 Does your personal interest is important for any task? 1. YES 2. NO 3. Sometimes Q: 15 Do you like to visit Shopping Malls? 1. YES 2. No

GRAPHICAL EXPLANATION

Graphical Explanation

Q1: Your gender? 3. Male 2. Female

27%

Male

Fe Male

73%

Q2: Your age?

18-25 26-35 0% 13% 36-50 Above 50

5. 6. 7. 8.

18-25 26-35 36-50 Above 50

20%

67%

Q3: What is your occupation?

1. Student 2. Business man 3. Others
Armani Nike 33% 7% student business Man Others

Levi's

Dollace & Gabana 60%

Q4: Which one you

13%

prefer to use?

1. Armani

20% 13%

54%

2. Nike 3. Levis 5. Dollace&Gabana

Q5: Does TVC ads influence you?

3. YES 4. NO
Yes No

33%

67%

Q6: Does the repetition of TVC adds motivates you to purchase?

1. YES 2. NO
Yes No

40% Yes No Some time 60%

Q: 7

you always influence with Brands?

10% 20%

70%

4. 5. 6.

YES NO Some Time

Q: 8 DO you like get together with friends?

3. 4. YES NO
Yes No

13%

87%

Q: 9
3. 4.

Do you like to do something new? YES NO

Yes

No

10%

Yes

No

Q: 10
you like celebrities TV
7% 90%

Do in

93%

commercials? 3. 4. YES NO

Q: 11 which types of things you purchase?

3. Costly 4. Cheap
Costly Cheap

47% 53%

Q: 12 Have you achieve your Goal?

3. 4. YES NO
Yes No

27% Friends Family News Paper Internet Others

73% 7% 13%

7%

Q: 13

46%

27%

where did you collect information about products and services? 6. 7. 8. 9. 10. Friends Family News paper Internet Others

Q: 14 Does your personal interest is important for any task? 4. YES 5. NO 6. Sometimes
Yes Mo Sometime

Q: 15 Do you like to visit Shopping Malls? 3. YES 4. No

Yes No

10%

90%