TV And Grocery Price Search Behavior

2 Pages 545 Words

In order to investigate a consumer’s price searching behavior towards TV and groceries purchasing, I had to conduct an interview with a consumer. Through this investigation, I have realized that ones searching behavior can be influenced by many factors. Some of which I will be explaining today.

To begin with, what is price searching behavior? Let’s define this with the help of consumer behavior. Consumer behavior can be defined as “processes they (consumers) use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs” . In this case, price searching behavior can be defined as the processes used to select and eliminate products in order to find the right product at the right price.

In order for me to find the factors that influence a consumer’s price searching behavior in TV and grocery, I chose to conduct an interview with a male. I conducted this interview over the telephone because my interviewee had a very tight schedule. This male interviewee is a friend of my father’s. We have always been able to talk about many things openly and I believe he is the perfect interviewee to give an unbiased response.

Throughout the interview, I noticed various factors which I found especially interesting.
I’ve realized that he doesn’t shop for groceries very often, even when he does, he seems to just pick up any convenient item, rather than spend time going through the process of price search. When I asked him about grocery shopping, he said,

“This is mainly a wife’s job. Men don’t need to worry about the groceries. It is taken care of by the woman in the family.”
From this we can observe that he has been influenced by culture and family decision making. In his culture, women are the ones who take care of the family and their needs, men don’t have to worry, so they do not have the ‘expertise’ or interest in grocery shopping, i.e. looking for the ...