The purpose of this report is to analyse typical decision making processes for the purchase and use of the women’s magazine and bottled white wine by the selected target segment – 6 single “Kiwi” women age from 30 to 39 and full-time employed. This report will applies an extensive range of models of buyer behaviour which will be discussed in following order: situational influences, purchase involvement, perceived risks, problem recognition, information search behaviour, evaluation of alternatives, decision rules, purchase and store choice, post purchase behaviour, post purchase evaluation and perception and learning. The application of the buyer behaviour models are used to understand the typical decision making process likely to be followed by the selected target segment for the purchase and use of bottled white wine and women’s magazines.
This report contains the description of the selected target segment, findings of the two interviews, which will be analysed separately. The report will also include a conclusion that indicates the nature and type of decision processes followed by the sample for each category of the purchases and implications for manufacturers, distributors, providers and retailers of the white wine and women’s magazines based on the primary (interview with 6 “Kiwi” single woman) and secondary research in the report.
2 Target Segment
The target segment of this report is single “Kiwi” women who are age between 30-39. The total population of New Zealand single woman who are age between 30-39 is about 111,000 (AC Nielsen Microscope, 2005a). They normally have following interests: relaxation activities, such as yoga, working out with personal trainer, attending night classes or short courses, painting or pottery, sewing or knitting or craftwork, dancing, BBQ’s, entertaining at home and socialising w friends at cafe and restaurant (AC Nielsen Microscope, 2005b).
The single women’s lifestyle remains the permanent backdrop of the entertainment scene. TV shows have some of their biggest performance with shows featuring the single life, such as: friends, sex and the city. Moreover, Singles include single women have a desire for specialized services and simple solutions that provide speed and convenience (One to one living, 2005). Most of them have wine with meal once a fortnight (AC Nielsen Microscope, 2005c). Moreover, when they have wine with dinner they normally have one glass at a time (AC Nielsen Microscope, 2005d). Single women also more likely to go to liquor store to purchase wine (AC Nielsen Microscope, 2005e). Furthermore, most of them purchase women’s magazine on fortnight bases (AC Nielsen Microscope, 2005f).
3 Sample Description For the purpose of obtain a good understanding of how consumers make their decision process about women’s magazine and white wine, 6 single women who are age between 30-39 have been interviewed for the report. They all purchased white wine and women’s magazine (Women’s day) in the last 6 months. They all having following chrematistics: Geographic: Glenfield North Shore Ethnicity group: “Kiwi” (New Zealander) Age: 30-39 Gender: female Employment: full-time employed Education: tertiary Income: $35,000 and more Moreover, they all shop at least once a week in supermarket. They all go to Foodtown that located in Glenfield shopping mall. They all watch TV and influent a lot by TV adverting. They are also interested in socialising, dancing, yoga, food and wine.
The main situational influences that impacted the six respondents are take definition and antecedent states. Most of them bought their women’s magazine because their personal need such as: they are interested to read the women’s magazine they bought. Some of them bought it because they are bord when they are waiting in the que in front of the checkout. Four of the respondents heard the brand of ‘Women’s day’ from friends and two of the respondents heard the brand from TV advertisement. All of the respondents make the purchase decision by themselves without asking opinion from others.
They also use less than 20 seconds to make their purchase decision. Three of the respondent read their women’s magazine at home and borrowed them to other people. Two of the respondents read the women’s magazine at home and after they read it they leave their magazine on the table and wait for the recycle collection day to disposal them. Only one of them read it at work during lunchtimes and leaved her women’s magazine at the lunchroom of her work place.