Consumer Decision-Making Process and Influences on Female Purchasing Behaviour: A Two-Week Diary Analysis

1.0 Introduction

An in-depth analysis of the purchasing decisions made by a female consumer over two weeks provides insights into the decision-making process and critical influences shaping her brand selection and loyalty. The report examines the compensatory evaluation process used to choose familiar brands, noting trade-offs between product risks and benefits. Communication sources like television advertisements and YouTube reviews exposed the consumer to brand information, while word-of-mouth recommendations from friends offered social validation. Shared sociocultural norms among the consumer’s female social circles also contributed to the perceived need for specialized skin care.

Consumer decision-making encompasses multiple stages, including problem recognition, information search, alternative evaluation, purchase, and post-purchase reflection (Solomon, 2022). Information sources, social groups, and psychological variables shape this process and brand selection (Lee, Motion, & Conroy, 2009). Advertising, product reviews, advice from friends, and experience all provide information used to evaluate options against needs and preferences (Mothersbaugh & Hawkins, 2016). Shared cultural norms and values also factor into consumption patterns and self-concept (Schiffman, 2019; Shukla, 2010). Furthermore, underlying psychological drivers like risk tolerance, cognitive consistency, and emotional attachments influence purchasing (Park et al., 2010).

Deep analysis of an individual consumer’s diary can reveal how these different forces converge to determine consumer behavior. The two-week log provides a realistic picture of how consumers navigate brand choices in daily life. This diary-based approach is well-suited to apply key academic theories in consumer research (Sneath et al., 2005). By blending quantitative documentation of purchases with qualitative reflections on motivations, impactful insights can emerge on marketing tactics and loyalty development.

This report adds to the existing literature by providing an in-depth application of consumer decision-making frameworks to analyze brand selection and repurchase likelihood. The ability to convert first-time buyers into lifelong loyal customers is essential for modern brands competing in crowded markets. By unpacking an individual consumer’s psychology and purchase influences, marketers can craft more targeted and impactful engagement strategies. For consumer behavior researchers, granular investigations of how decisions unfold in context enhance understanding of theory in practice.

Table 1: Week 1 Diary Entries

Table 2: Week 2: Diary Entries

2.0 Identification of the Most Important Purchase

For the most important purchase, I chose the Cetaphil and Olay skin care products, which were expensive at $25 total. However, taking care of my sensitive skin is a high priority, so I justified the splurge. I am very brand loyal when it comes to skincare for my face. According to Solomon (2022), brand loyalty occurs when consumers consistently purchase the same brand within a product category over time. I have used Cetaphil and Olay for years and trust them for my skin type. The promotion offering 50% off Olay moisturizer provided an added incentive as a rational buying motive to maximize savings (Chandon et al., 2000). This ties to the concept of a rational buying motive, as I was seeking to maximize utility and savings (Solomon, 2022). The promotion made me feel like I was getting a good deal, making the high prices more palatable.

My friends’ recommendations also influenced my decision-making process. Word-of-mouth from personal acquaintances can be more persuasive than traditional advertising (Kapferer & Bastien, 2009). I followed an evaluative process comparing products and weighing the benefits of familiar brands I knew worked versus trying something new. In the end, perceived risk and uncertainty about how my sensitive skin would react led me to choose the trusted Cetaphil and Olay products. As I am risk averse regarding skin care, I trusted brands I knew worked (Hudders & Pandelaere, 2012). According to Mothersbaugh and Hawkins (2016), perceived risk depends partly on consumer traits like risk tolerance. As the products met my expectations, I would repurchase them in the future since the benefits, like gentle formulas and quality ingredients, align with my preferences.

3.0 Consumer decision-making behavior

3.1 Problem Recognition

In the consumer decision-making process, the first stage is problem recognition (Schiffman, 2019). I identified the need for a new face wash and moisturizer when my previous products ran out completely. This recognition was triggered by the practical situation of having depleted supplies, prompting me to search for suitable replacements. As per Schiffman’s consumer behavior framework, problem recognition is the initial step where a consumer becomes aware of a need or issue that can be satisfied through a purchase. In this case, the depletion of skincare products highlighted the need for immediate action, leading to the subsequent stages of the decision-making process

3.2 Information Search

In the consumer decision-making process, the stage of information search (Mothersbaugh & Hawkins, 2016) played a pivotal role in my quest for a new face wash and moisturizer. Initially, I tapped into my internal knowledge, drawing upon memories of TV commercials and YouTube reviews related to skincare brands such as Cetaphil and Olay. This reliance on memory and past experiences highlights the significance of internal information sources in guiding consumer choices (Mothersbaugh & Hawkins, 2016).

Recognizing the value of external sources, I also engaged in conversations with friends to obtain word-of-mouth recommendations. Solomon (2022) emphasizes the importance of word-of-mouth information, which is often considered highly credible and influential in shaping consumer decisions. By combining internal and external information sources, I aimed to gather a comprehensive understanding of product options, benefits, and potential drawbacks, ultimately facilitating a more informed and confident decision-making process.

3.3 Evaluation of Alternatives

During the evaluation of alternatives in my consumer decision-making process, I carefully assessed various skincare brands. These alternatives included well-known drugstore brands like Cetaphil and Olay, as well as premium brands such as Clinique. To make a thoughtful choice among these options, I employed a compensatory decision-making rule, as outlined by Schiffman (2019). This approach involves weighing and trading off different attributes of the alternatives.

While premium brands offered the allure of enhanced benefits and potentially superior quality, I needed to look into the perceived financial risk involved. Opting for a premium product meant a higher investment, which I weighed against the potential benefits. Additionally, as someone with sensitive skin, uncertainty about how my skin might react to a new product was a crucial consideration.

This evaluation process highlights how consumers navigate the trade-offs between attributes like cost, quality, and risk when choosing among alternatives (Mothersbaugh & Hawkins, 2016). It underscores the complexity of decision-making and the need to balance potential benefits with associated risks to arrive at a satisfying choice.

3.4 Purchase Decision

In the purchase decision stage of my consumer journey, I opted for the tried-and-true drugstore brands Cetaphil and Olay. This decision reflects the significance of brand loyalty in consumer behavior, as highlighted by Solomon (2022). As a consumer, I gravitated toward these well-established brands because of the trust and familiarity I had developed with them over time. The confidence in the consistent quality and performance of these products played a pivotal role in my choice.

Furthermore, my purchase decision was positively reinforced by a promotional offer – a 50% discount on one Olay moisturizer. This promotion aligned with the principles outlined by Mothersbaugh & Hawkins (2016), where incentives such as discounts can sway consumer choices by adding value to the purchase. In this case, the discount served as a compelling factor that encouraged me to proceed with the purchase, making it a win-win situation.

3.5 Post-Purchase Evaluation

Following the in-store purchase of Cetaphil and Olay products, I experienced a sense of satisfaction with my decision. Both items lived up to my expectations, delivering the promised gentleness and efficacy. As a risk-averse consumer, I felt particularly content knowing I had avoided the uncertainties associated with trying new and unfamiliar brands. This positive post-purchase experience not only affirmed my choice but also increased the likelihood of repurchasing Cetaphil and Olay when I exhaust my current supply. This brand loyalty is rooted in these brands consistently meeting my preferences for products suitable for sensitive skin, all at reasonable prices. It underscores how a positive post-purchase evaluation can foster repeat business and brand loyalty.

4.0 Impact of Communication Sources, Sociocultural, and Psychological Influences

4.1 Communication Sources

Communication sources played a significant role in shaping my brand awareness and attitudes during the decision-making process. Television commercials and YouTube influencer videos showcasing Cetaphil and Olay were instrumental in familiarizing me with these brands. These marketer-dominated sources, as described by Solomon (2022), hold the power to sway consumer perceptions. The carefully crafted advertisements and endorsements by trusted influencers had a tangible impact on my initial consideration of these skincare products.

However, it was the YouTube reviews that truly swayed my opinion. User-generated content, such as product reviews and testimonials, often carries a sense of authenticity and relatability that resonates with consumers (Schiffman, 2019). These real-life experiences and recommendations from fellow consumers played a crucial role in my decision-making process.

Additionally, the word-of-mouth recommendations from friends proved to be highly influential. Personal endorsements from peers are powerful communication sources (Mothersbaugh & Hawkins, 2016). The trust and credibility I placed in the opinions of those I know and trust greatly influenced my final purchase decision. In sum, these communication sources collectively contributed to shaping my attitudes and guiding my choices in the consumer decision-making journey.

4.2 Sociocultural Influences

Sociocultural influences have a profound impact on my beauty and skincare choices. Conversations with female friends, as noted by Solomon (2022), have been instrumental in providing product recommendations and social validation. These discussions serve as a valuable source of information, where shared beauty habits and experiences contribute to shaping preferences and choices.

Furthermore, interactions with female friends help establish shared standards of what constitutes appropriate beauty products, aligning with Schiffman’s observations (2019). Through these interactions, a collective understanding of beauty norms and desirable skincare regimens emerges, guiding my decisions within this sociocultural context.

In the digital age, social media platforms play a pivotal role in influencing beauty ideals and product preferences. The depictions of flawless skin and beauty routines portrayed by influencers on social media platforms motivate my skincare practices. As emphasized by Solomon (2022), these online influencers reinforce societal beauty norms, contributing to the continuous evolution of my beauty and skincare choices within the broader sociocultural landscape.

4.3 Psychological Influences

Psychological influences played a significant role in shaping my purchasing decisions, particularly in the context of skincare products. First and foremost, brand loyalty to well-known brands like Cetaphil and Olay had a profound impact on my perception of risk, aligning with Solomon’s insights (2022). The familiarity and trust I had developed with these brands over time lowered my perceived risk associated with trying new products.

Additionally, my pursuit of cognitive consistency, in line with Schiffman’s observations (2019), led me to repurchase these brands consistently. Brands that consistently met my expectations provided a sense of comfort and alignment with my desired skincare outcomes. The promotional offer, offering a discount on one Olay moisturizer, created positive feelings about indulging in self-care, echoing the principles outlined by Mothersbaugh & Hawkins (2016). This promotion served as a psychological incentive, reinforcing my choice.

Ultimately, my psychological disposition, marked by risk aversion, prevailed over surface-level advertising and social pressures, influencing my purchase motivations. These psychological factors played a crucial role in shaping my consumer behavior and decision-making process.

5.0 Factors Encouraging Repurchase

Several key factors may encourage me to repurchase the Cetaphil and Olay skin care products, including product quality, brand loyalty programs, alignment with personal values, and emotional connection to the brands. High product quality and performance is a key driver of repeat purchases (Schiffman, 2019). As Cetaphil and Olay are gentle and effective for my skin, I would repurchase to maintain those outcomes. Olay’s loyalty program also provides discounts for repeat customers, boosting brand stickiness (Evanschitzky et al., 2012). The brands also enable self-care without overspending, aligning with my values (Shukla, 2010). Finally, Cetaphil and Olay evoke warm, positive feelings, encouraging ongoing purchase (Park et al., 2010). Quality products aligning with identity and forming an emotional bond are poised for loyalty and repeat sales.

Brand loyalty also plays a role, as familiarity and positive associations lead consumers to choose the same brand out of habit (Solomon, 2022). I have purchased Cetaphil and Olay for years, making them my go-to trusted brand for affordable skincare. This loyalty is further encouraged by Olay’s loyalty program, which provides discounts and free samples for repeat customers. Loyalty programs enhance brand stickiness by offering exclusive perks and rewards (Mothersbaugh & Hawkins, 2016). The discounts motivate me to keep buying Olay to maximize savings. If Cetaphil had a similar program, it would likely further encourage my loyalty.

The brands also align well with my personal values around self-care and responsible consumption. I value taking time for my wellness, and skincare is part of my self-care routine. However, I also believe in responsible spending and not over-consuming. Cetaphil and Olay are mass-market brands available at drugstores for reasonable prices. According to Solomon (2022), product and brand preferences emerge from consumers’ values and lifestyles. Cetaphil and Olay allow me to strike the right balance between self-care and budget-friendliness. This alignment is a big driver of my loyalty and repurchase intent.

Finally, I have formed an emotional connection to Cetaphil and Olay over the years. Familiar brands can take on personal meaning and evoke warm feelings like comfort (Schiffman, 2019). The sight and scent of the products is comforting to me. I also feel good about supporting brands with a longstanding heritage.Marketers strive to form emotional bonds between consumers and brands to secure loyalty (Mothersbaugh & Hawkins, 2016). For me, Cetaphil and Olay’s gentle formulas represent care and pampering. These emotional ties encourage ongoing repurchase.

Important factors like product performance, brand loyalty programs, personal lifestyle values, and emotional connections all motivate me to continue repurchasing Cetaphil and Olay skin care. High quality products that align with consumer values and form a sentimental brand attachment are positioned for ongoing loyalty and repurchase. These brands make it easy and rewarding to keep choosing them to meet my skincare needs.

Conclusion

In conclusion, this consumer analysis on my skincare purchase revealed key insights into the decision-making process, brand loyalty, and factors encouraging repurchase. The compensatory evaluation of Cetaphil and Olay highlighted how consumers make trade-offs between risks and benefits during the evaluation stage. Brand loyalty emerged as an influential force shaping my knowledge, attitudes, and purchase habits regarding skin care. The loyalty stems from quality products that align with my values and lifestyle needs.

For marketers, these findings suggest the power of engendering brand loyalty, particularly for mass-market personal care items like skincare. Effective products that satisfy consumer needs at reasonable prices can foster loyalty. Boosting perceptions of product efficacy and value through advertising and real user testimonials may enable brands like Cetaphil and Olay to attract new loyal users. Partnerships with social media influencers as authentic spokespeople could also increase awareness and trial. Loyalty marketing tactics like rewards programs help incentivize ongoing repurchase. Connecting brands to consumer identities and lifestyles also cultivates preference.

Regarding research, further studies could track skin care purchases over time to analyze loyalty and repurchase cycles. Surveys and interviews could provide additional context on why consumers choose certain brands and what motivates switching behaviors. Observational research recording in-store product selection may reveal how shelf placement and promotions influence last-minute purchase decisions. Comparing different demographics and psychographics could also illuminate differences in brand loyalty across consumer segments. Further research should investigate additional product categories, beyond skincare, to determine generalizable insights.

Analyzing personal consumer behavior provides glimpses into the psychology behind brand perceptions, shopping habits, and loyalty. For marketers seeking to convert one-time buyers into lifelong loyalists, understanding these complex drivers of choice is essential. This consumer analysis aims to contribute an in-depth example to existing literature on consumer decision making and brand resonance strategies.

Therefore, based on the insights from this consumer analysis, the key recommendation is for brands to focus on building emotional connections and brand loyalty among target users. Tactics could include optimizing product formulas to improve quality and performance, implementing loyalty programs, aligning brand image with consumer values through marketing, and leveraging influencers as authentic brand advocates. By turning first-time buyers into loyal repeat customers, brands can secure long-term profits and endure shifting market trends. The analysis indicates that emotional bonds and lifestyle fit predict ongoing brand devotion and repurchase.

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