Consumer Behaviour Research: Case study of Two customers at Bisi store

Adejare Adebayo Marvelous

215803
 Introduction

This research report aims to investigate why people buy certain alcoholic beverages at Bisi
Stores. Instead of just guessing, we directly observed customers and interviewed them to find
out what's behind their choices. Observing customers in action will give a firsthand look at
how they navigate the store, what catches their eye, and ultimately, what ends up in their
shopping carts. By watching their behaviour, I hope to uncover patterns and trends that reveal
their preferences and decision-making processes.

Through interviews, I will dig deeper into their thoughts and feelings about buying alcohol at
Bisi Stores. I want to know what factors influence their choices, whether it's personal taste,
brand loyalty, price, or something else entirely. By combining observation with interviews, I
aim for a well-rounded understanding of consumer behaviour in this context. By focusing on
Bisi Stores, a familiar spot for many in Kajola, Agbowo, I hope my findings will shed light
on alcohol purchasing habits that can inform both retailers and consumers alike.

Background
Consumer behaviour is how individuals or groups acquire, use, and dispose of goods,
services, ideas, or experiences to satisfy their needs and wants. Consumer behaviour refers to
the study of how individuals, groups, or organisations select, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy their needs and wants. It involves the psychological,
social, and economic factors that influence consumers' decisions throughout the entire buying
process.
some key components of consumer behaviour are:

1. Recognition of needs and wants: Consumer behaviour starts with the recognition of
needs or desires. Needs are basic requirements for survival, such as food, water, and
shelter, while wants are desires for specific products or services to fulfil those needs.
2.
3. Information Search: Consumers engage in information search to gather relevant data
about available options, brands, features, prices, and other factors that may affect their
decision-making process. This search can occur through various channels, including
personal experiences, word-of-mouth recommendations, advertisements, and online
research.
4.
5. Evaluation of Alternatives: After gathering information, consumers evaluate
different alternatives based on their preferences, attitudes, perceptions, and past
experiences. They may use decision-making heuristics or decision rules to simplify
the evaluation process.
6.
7. Purchase Decision: Once consumers have evaluated their options, they make a
purchase decision by selecting the product or service they believe best satisfies their
needs or wants. This decision can be influenced by various internal and external
 factors, such as personal preferences, social norms, cultural values, and economic
considerations.
8.
9. Post-Purchase Evaluation: After making a purchase, consumers assess their
satisfaction with the chosen product or service. This evaluation influences their future
buying behaviour and can lead to repeat purchases, brand loyalty, or word-of-mouth
recommendations.
10.
Consumer behaviour is influenced by a wide range of factors, including individual
characteristics (such as personality, lifestyle, and demographics), social influences (such as
family, peers, and culture), psychological factors (such as perception, motivation, and
attitudes), and situational factors (such as time constraints, financial resources, and marketing
stimuli).

Elements of Consumer Behavior

Consumer behaviour involves several elements, including:

a. The Buying Decision Process: This refers to the steps a consumer goes through before
making a purchase decision. According to Kotler and Armstrong (2018), the buying decision
process consists of five stages: problem recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase behaviour.

b. Consumer Motivation: This refers to the factors that drive consumer behaviour and
influence their decisions. According to Solomon (2018), consumer motivation can be
influenced by various factors, such as physiological needs, psychological needs, and social
needs.

c. Consumer Perception: This refers to how consumers interpret and perceive stimuli, such
as products, advertisements, or marketing messages. According to Hawkins and
Mothersbaugh (2013), consumer perception is influenced by factors such as selective
attention, selective distortion, and selective retention.

d. Consumer Attitudes: This refers to the enduring evaluations, beliefs, and feelings that
consumers hold towards objects, ideas, or behaviours. According to Schiffman and Wisenblit
(2015), consumer attitudes are formed through direct experience, information from others,
and exposure to marketing activities.

Understanding consumer behaviour is essential for businesses and marketers to develop

effective marketing strategies, target the right audience, design products and services that
meet consumer needs, and create compelling advertising and promotional campaigns. By
gaining insights into consumers' motivations, preferences, and decision-making processes,
businesses can enhance their competitive advantage and build stronger relationships with
their customers.
 METHODOLOGY

This research aims to investigate the factors influencing consumer behaviour in purchasing
alcoholic beverages at Bisi Stores in Kajola, Agbowo. The study utilises a mixed-methods
approach, combining observational analysis and semistructured interviews to gain
comprehensive insights into consumer preferences and decision-making processes.

Sampling
The participants for this study were randomly selected from customers visiting Bisi Stores
during the research period. A diverse sample was sought to capture a range of demographic
backgrounds and purchasing behaviours.

Data Collection
Detailed observations were conducted discreetly to capture the behaviour and interactions of
consumers within the store environment. Key aspects noted include participants' movements,
engagement with products, expressions, and overall interaction with the store layout.
Observations focused on understanding how consumers navigate the store, what products
attract their attention, and which items they ultimately select for purchase.

Two participants were selected for structured interviews based on their willingness to
participate in the study. Interviews were conducted using a predetermined set of questions
designed to explore participants' attitudes, preferences, and decision-making factors regarding
alcoholic beverages. Questions covered topics such as drink preferences, brand loyalty, price
sensitivity, product features, and overall satisfaction with their shopping experience. The
interviews were audio-recorded with the participants' consent to ensure accurate data capture
and later transcription for analysis.

Data Analysis
Thematic analysis was employed to identify recurring themes and patterns from both the
observational data and interview transcripts. Key themes explored include authenticity,
discovery, aesthetics, value, and pricing expectations. The analysis aimed to uncover
underlying motivations and priorities driving consumer behaviour in the purchase of
alcoholic beverages.
 ANALYSIS

Thematic Analysis was conducted on the information gotten from the observations and
interviews, a few key themes emerged:

1. Authenticity - Both participants placed importance on quality, authentic alcohol

products made through respected production processes and at craft/premium
producers.
2. Discovery - Participant A wanted to discover new and interesting craft beer flavours,
brewing processes and styles. Participant B also expressed openness to potentially
discovering new appealing liquor brands.
3. Aesthetics - Aesthetics and premium packaging/bottle design was a major
attention-grabbing factor and purchasing influence for Participant B when evaluating
liquors. However, it seemed relatively unimportant for Participant A who solely
focused on the technical aspects of the actual beer itself.
4. Value - While not mentioned by Participant A, Participant B clearly weighed both
quality cues and affordable pricing to assess overall value. She wanted a premium
spirit but not something over-priced.
 DISCUSSION

The two participants exhibited some similarities in desiring quality, authentic alcohol
products made through respected, oftentimes local production processes - whether craft beers
or premium liquors. They also both had an exploratory, discovery-mindset of being open to
new and interesting brands/variants beyond just familiar, established options.

However, their shopping behaviours and motivations highlighted a key difference in

prioritising packaging aesthetics and premium design. This appeared to be a much more
prominent attention-grabber and decision driver for Participant B when evaluating liquor
options initially. The look, bottle shape, and perceived luxuriousness of the packaging
considerably impacted her first impressions and purchase interest.

Contrastingly, Participant A was clearly centred solely on the technical merits of the beer
itself - scrutinising aspects like brewing process, beer style, tasting notes, brewery brand, etc.
While he didn't completely disregard the packaging, aesthetics and label design were explicit
non-factors in his assessment.

This distinction suggests that for premium liquor brands and products, investing in upscale,
luxurious, eye-catching packaging and bottle designs could play an important role in breaking
through the clutter and attracting certain consumer segments. The look and perceived quality
signalled by the packaging can serve as an influential initial hook.

However, for craft beer brands, amplifying the unique aspects of the liquid product itself -
flavour profiles, brewing processes, brewery backstories - may carry more weight than
aesthetics alone in driving consumer interest and sales. While packaging shouldn't be an
afterthought, it seems to be much less of a make-or-break decision factor compared to
liquors.

Pricing expectations between the participants also differed somewhat. Participant B weighed
affordable pricing along with packaging aesthetics and quality cues when evaluating overall
liquor brand value. This indicates liquor brands need to carefully strike a balance between
signalling premium quality via packaging and branding, but still positioning products within
a reasonable value range for the consumer's budget.

Meanwhile, Participant A didn't directly mention pricing at all when discussing his beer
evaluations - suggesting quality and product differentiation/innovation may be more
prioritised than just hitting a specific low price point for some craft beer consumers.

Implications in Consumer Psychology

The differences in behaviour and priorities between the two participants highlight some
interesting implications in consumer psychology:

For Participant B, aesthetics and packaging seemed to act as an important initial

attention-grabber and quality heuristic ("beautiful packaging = higher quality") when
evaluating liquors. This aligns with research on how consumers often rely on extrinsic visual
cues like packaging to make inferences about product quality and value, especially for
credence products where quality can't be fully evaluated before purchase.

Participant A's hyper-focus solely on the intrinsic product attributes suggests he is a more
analytical, confident consumer who has built up experience and expertise in evaluating craft
beers. His choices are highly involved decisions based on processing detailed product facts,
less swayed by packaging aesthetics.

Pricing also played differing psychological roles. Participant B clearly anchored price against
her internal reference price to assess value. Too low a price and she may infer low quality;
too high and it exceeds her budget reference point. Participant A didn't mention pricing,
suggesting he may be less reliant on price to judge quality.

Overall, the findings align with research that consumers fall along a spectrum of being more
"cognitive, analytic" decision makers primarily swayed by tangible product quality attributes,
or being more "affective, experiential" consumers heavily influenced by packaging imagery,
emotions and heuristic quality perceptions.

Implications in Marketing

From a marketing perspective, these consumer differences suggest some key considerations:

Premium Liquor Brands:

● Invest in premium, upscale, unique packaging that reinforces perceptions of quality

and luxury
● Use packaging aesthetics to grab attention and convey brand positioning on shelves
● But balance with clearly conveying quality cues (ingredients, proof, ageing processes,
etc.)
● Avoid packaging that could be perceived as "too cheap" or undercutting perceived
value
● Price positioning should align with packaging/quality cues while still feeling like a
"fair value"

Craft Beer Brands:

● Packaging is less of a make-or-break factor, so prioritise amplifying the credentials of

the liquid product itself (flavour profiles, ingredients, brewing processes, brand
backstories)
● Focus marketing on the authenticity, quality, and innovation behind the actual beer
● Build awareness and perceived quality through reputation, social proof, expert
recommendations vs over-indexing on packaging redesigns
● Price positioning less critical as long as it aligns with the beer's premium quality
positioning
There are also broader opportunities:

● Offer consumer education (in-store, online) to build product category expertise

● Create environments/atmospherics that reinforce the desired consumption experience
 CONCLUSION

This observational study revealed some of the factors motivating alcohol purchase decisions
and considerations, with similarities around desiring quality, discovery and authenticity. But
it also highlighted differing priorities on packaging aesthetics and value positioning between
the beer and liquor product categories.

The findings suggest premium liquor brands should indeed invest in upscale, eye-catching,
premium packaging as it appears to be an influential visual cue and driver of purchase intent
for some consumers in this space. However, they must balance this with clearly conveying
quality and avoiding being perceived as overpriced.

For craft beer brands, allocating more emphasis on amplifying the actual liquid product
aspects - unique flavours, quality ingredients, innovative brewing processes and brand/brewer
storytelling - may ultimately be a more effective investment than prioritising rebrand or
packaging redesigns. Aesthetics shouldn't be an afterthought, but it appears consumers are
less reliant on this factor when evaluating craft beer options.

Ultimately, keeping these distinct underlying motivations in mind can allow brands to
optimise everything from product development, pricing, branding, assortment, packaging,
merchandising and marketing communications to create a more seamless alignment with
what resonates most with their target customers.
 APPENDIX

Observation

Participant A - A man appearing to be in his mid-30s

Participant B - A woman appearing to be in her late 40s

Participant A moved methodically along the beer aisle, pausing to scrutinize each six-pack
and bomber bottle of craft beer. His eyes traced over the labels, taking in the brewery name,
beer style, ABV percentage, and tasting notes. Several times he picked up bottles, turned
them horizontally to better read the full label text, and carefully put them back in their spot.

At one point, a store clerk offered him a sample of a newly arrived IPA. Participant A
accepted but spent a full minute silently inspecting the beer's hazy, golden-orange color and
aromatic hop profile before politely declining to taste it. He continued his aisle study,
occasionally making handwritten notes on his smartphone.

Participant B had her hands clasped behind her back as she browsed the liquor section at a
very unhurried pace. Her head tilted slightly as she leaned in to read bottle labels. She seemed
particularly drawn to the premium gin and vodka brands. For those, she would carefully grip
the bottles and turn them horizontally and vertically to examine the packaging design from all
angles.

I noticed that Participant B consistently moved any bottles she had turned away from their
original positioning, making minor adjustments to re-face the labels properly on the shelves.
With a couple of decorative, uniquely-shaped bottles, she raised them close to her face,
narrowed her eyes as if inspecting the glasswork, and gently ran a finger over the embossed
logo designs.

Semi-Structured Interviews:

Participant A:
Me: "Hi there, what are you looking for in these beers?" Participant A: "I'm looking for new,
interesting craft beers, especially those made at small local breweries or unique styles from
the bigger breweries. Flavour is very important to me, as well as where the beer is from and
what brewing process they use."

Me: "What specifically draws you to try a new beer?" Participant A: "I really pay close
attention to the tasting notes and beer style descriptions on the labels. If it mentions unique
hop varieties or special brewing methods like barrel-ageing, that really piqued my interest to
give it a try. I also tend to gravitate towards beers from local breweries I haven't had before."

Me: "Does packaging design play any role in your evaluation?" Participant A: "Not really to
be honest. The liquid itself and brewing process behind it is what matters most to me. I don't
really put too much weight on the actual label artwork or bottle design. It's all about the beer
quality."

Participant B: Me: "Could you share what you're looking for in these liquors?" Participant B:
"I'm drawn to premium liquors that come in beautiful, eye-catching bottles. But the actual
taste and quality is most important."

Me: "What sorts of bottle designs or packaging really catches your eye?" Participant B: "I
love bottles with a real premium, luxurious look and unique shapes. Embossed logos, thick
glassware, metallic accents - those upscale touches make a big difference. I'm also drawn to
bottles with a vintage-inspired or classic look that seems timeless."

Me: "How do you assess quality when evaluating liquors?" Participant B: "Typically I'll
check for things like the proof and bottling details which can signify a higher quality spirit.
And I absolutely have to do research online first for brand reputations. Cost isn't everything,
but I'm unlikely to consider anything really cheap."

Me: "Would an affordable price still be an important factor along with quality and
packaging?" Participant B: "Yes, absolutely. I'm looking for a quality sipping spirit, but I also
need to feel like I'm getting a fair value. I don't mind paying more for the right premium
bottle, but only if it seems worth the premium over other good options."