Study on Consumer Buying Behavior: Do Consumers Buy What They Plan to Buy?

Introduction

This study aims to investigate the correlation between consumers' planned purchases and their actual buying behavior. Understanding the factors influencing deviations from purchase intentions is crucial for businesses to optimize marketing strategies, inventory management, and overall customer satisfaction. This research holds significant implications for both academics in the field of consumer psychology and practitioners seeking to enhance their understanding of consumer decision-making processes.

Design of the Study using Questionnaire

a) Type:

This study will utilize a structured questionnaire incorporating both closed-ended and open-ended questions. This mixed-methods approach allows for both quantitative analysis of behavioral patterns and qualitative insights into the motivations behind consumer choices.

b) Setting:

The questionnaire will be administered in a high-traffic retail environment, such as a shopping mall, to capture a diverse range of consumer profiles and shopping behaviors.

c) Example Questions:

Closed-ended Questions:

- On a scale of 1 to 5 (1 being "Not at all likely" and 5 being "Extremely likely"), how likely are you to deviate from your planned shopping list?

Open-ended Questions:

- What factors influence your decision to purchase items not originally on your shopping list?

d) Scoring/Rating Scale:

A five-point Likert scale will be employed for closed-ended questions to measure the frequency and agreement levels regarding purchasing behaviors, providing standardized data for analysis.

e) Analysis of Responses:

Quantitative data from closed-ended questions will undergo statistical analysis using SPSS software. Descriptive statistics will identify trends, while correlation analysis will examine the relationship between planned purchases and actual buying behavior. Qualitative data from open-ended responses will be analyzed thematically to reveal common themes and consumer insights.

General Features of Research Methodology

a) Sampling Technique and Sample:

A stratified random sampling technique will be utilized to ensure representation across various demographics, such as age, gender, and income levels. A minimum sample size of 200 participants will be targeted to ensure statistical significance. This sample size is deemed adequate for achieving a confidence level of 95% with a margin of error of +/- 5%.

b) Type of Data:

The study will gather both quantitative data (e.g., Likert scale ratings) and qualitative data (e.g., open-ended responses) to provide a holistic understanding of consumer behavior.

c) Ethics:

Ethical considerations will be prioritized throughout the study. Informed consent will be obtained from all participants, ensuring they understand the purpose of the research and their right to withdraw at any time. Anonymity and confidentiality of responses will be maintained throughout the data collection and analysis processes, adhering to data protection regulations.

d) Reliability and Validity:

To ensure the questionnaire's reliability, a pilot study will be conducted with a small group of individuals similar to the target population. This pre-testing will help identify any ambiguous questions or response options, which will be revised accordingly to enhance the instrument's clarity and consistency. The study's validity will be strengthened by drawing upon established theories and models within the domain of consumer behavior, such as the Theory of Planned Behavior (Ajzen, 1991), which posits that behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control. By grounding the research design and data analysis within this theoretical framework, the study aims to ensure that the findings accurately reflect the underlying constructs being measured.

e) Data Analysis:

Quantitative data analysis will include descriptive statistics to present frequencies and percentages. Relationships between variables will be explored using Pearson's correlation coefficient to determine the strength and direction of associations. For qualitative data, thematic analysis will be employed to identify recurring patterns and extract meaningful insights from the participants' narratives. The findings from both quantitative and qualitative analyses will be integrated to provide a comprehensive understanding of the research question.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.