Assessment 1 - Consumer Insights - Critical Analysis of Consumer Behaviour Literature and - Part 1.p

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MARK 936 ________________________________________________________________________________________________ Page 1of 61.IntroductionDecision making is a process of selecting an action when there are two or more similar choices available. It is one of the most important concepts that is studied to understand how consumer behaviour process works. The decision making process depend on three types of consumer behaviour i.e. cognitive, habitual and affective. This literature discusses about the factor that effect consumer purchase decision while buying a sunscreen. Bruce, Theeke and Mallow (2017, p. 233) suggest that there are two types of factors that effect decisions making i.e. modifiable and non-modifiable . Furthermore, Xu et al. (2016) says that the external features like skin compatibility, cost, and others also plays a vital part in sunscreen purchase decision. Nicol et. al (2007) discusses about how explicit labelling patriciates in consumer purchase behaviour. All the studies are discuses in-depth below. 2.Secondary ResearchAccording to Bruce, Theeke and Mallow (2017, p. 233) the sun protective behaviour of consumers is affected by two major factor they are modifiable and non-modifiable factors. The modifiable factors are those behaviour that can be modified or changed to generate a positive outcome. Modifiable influence factors depend upon three types of decision making process i.e. Cognitive, Habitual and Affective. Non-modifiable influence factors are those permanent behaviour which cannot be customized or change such as gender, race, age , ethnicity and geographic region. Cognitive behaviour includes self-efficacy, self-regulatory capacity, intention, self- perception and individual motivation. For example, a consumer is considered to have cognitive behaviour when he/she does a valuable research on product he/she want to buy and then buys it. In simple words a consumer who doesn’t buy in impulse instead buy product logically.Habitual behaviour includes individual motivation, past behaviours, habit, behavioural. Bruce, Theeke and Mallow (2017, p. 233) say if consumer has previously bought an item then it more likely consumer will buy the same item again. Affective behaviour includes family and peer concepts. Bruce, Theeke and Mallow (2017) say individual gets their knowledge regarding sunscreens from their parents, family and friends. This suggest that family belief and social norm has a bigger impact on individual’s decision making.Xu et al. (2016, p. 921) discusses about positive feature a consumer looks while buying a sunscreen such as ‘cosmetic elegance, separate ratings, product ingredients, product
MARK 936 ________________________________________________________________________________________________ Page 2of 6effectiveness, skin compatibility and affordable ’. The cosmetic elegance referred to features a sunscreen offers such as not leaving residue behind or a non- greasy texture. While the product

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