How Busy Lifestyle Affect Consumer Buying Behavior | Submitted ToMr. Md. Tamzidul IslamAssistant ProfessorBRAC Business SchoolBRAC University | Date : 12/01/2015 | Md. Sarower Mahabub: 13264022 Abu Bakar Siddik : 14164061 Yeasmin Ara : 13264030 Himadree Barua : 13264077 |

Table of Contents Introduction: 2 Consumer Behavior: 3 Factors Affecting Consumer Behavior: 4 Objective of the Report: 5 Limitation: 5 Analysis Part: 6 Working Hour: 6 Monthly shopping frequency: 6 Impact of occupation on shopping: 7 Mode of Shopping: 7 Online shopping service using reason: 8 Super mall using reason: 9 Likert scale analysis: 9 Findings: 10 Recommendation: 10 Conclusion: 10

Introduction:
In recent years there is a huge transformation in the consumer lifestyle, which has been influenced by the demographics, socio-cultural factors, psychographics, preferences, norms and behavior. Consumer per capital income of people has increased; rising disposable incomes continue to drive increased spending and to generate consumer demand for a wide range of new goods and services. The current generation does not mind paying extra for better facilities and ambience. However, with this notion of ‘perceived usefulness’ in a wider context supports how people nowadays are living in an era of quite hectic and busy working lifestyles, and thus it has become very difficult for most people to go shopping outside their homes, making shopping online a more useful tool to purchase commodities. They may be ‘‘time starved’’ and constantly exploring ways to reduce the time taken to complete various tasks to manage their busy schedules (Vijayasarathy, 2004). Apparently, the time-deprived, multitasking orientations of heavy internet users have led to a profound change in shopping activities (Ahmad Et Al 2010).

The consumer values and lifestyle dimensions are related to impulsive buying behavior; too much busy lifestyle helps to change consumer’s activity which has already shifted to digital in some way. A most recent change in consumer behavior among the consumers of Bangladesh/in Bangladesh market is people are now more interested in online shopping rather than going to the market to buy products. The increase in income levels, priority given toward education, and rapid industrialization coupled with liberalization policies pursued insistently. Being a nuclear family and individual’s hectic work schedule consumers preferences for super shops, in the commercial area, stores variety, accessibility, convenience, distance, economic advantage, leisure facilities are the essential factors to attract them. A competitively potential way to assist consumers in making dynamic shopping decisions is to disclose price and product information to them before they shop, for example, through Websites, virtual outlets on the Internet offering quick product search; comparative data on product, price, promotion, availability and additional services to shoppers; and build shopping motivation.
While our world has always experienced change, the rate of change is speeding up. The speed and demand trend has resulted in a rise in web use and online shopping to make our busy life easier. Consumers are nowadays prefer to consume products from fixed priced shops more with slightly higher value rather than buying products at lowest price after bargaining.

Consumers are now moving towards branded products so that they can buy quality ensured products with the view of fashion consciousness/personal appearance, health consciousness, brand perceptions, personal financial management, life satisfaction, financial satisfaction and optimism, product innovativeness, family orientation, gender roles, and opinion leadership.

Most recent example of people diversifying to online shopping is last Eid-Ul-Adha some online shopping sites like bikroy.com offer cattle. And many people bought cattle from them. In past people would like to go kurbani hat for buying cattle but now they are buying it from online shopping. So it is clear that trend of going market for shopping is changing.

In today’s busy world, people don’t have time for their personal needs. And the technology is so fast that anyone can do anything by just sitting in a room. The internet is the way that helps a person in all aspects. If someone wishes to buy and view things, he can make his consuming easier and smoother than before. So, the buying behaviors of consumers are changing in a rapid volume.
Consumer Behavior:
Consumer Behavior is the process through which the ultimate buyer makes purchase decisions . In details Consumer behavior consists of the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions. It is important for a seller to understand consumer’s behavior because If one can understand consumer’s behavior if can predict whether consumer is thinking about the product and finally accordingly he can influence the buyer.

Factors Affecting Consumer Behavior:

According to marketers and psychologists, personal & psychological factors, interpersonal & social factors, and economic factors all have an impact on consumer buying behavior. 1. Personal & Psychological Factors: Typical personal factors include the buyer’s age and life cycle stage, occupation, lifestyle, and personality and self-concept(how she views herself; how she would like to view herself; how she thinks others see her). Typical psychological factors include motivation, perception, learning, belief and attitudes, etc. 2. Interpersonal & Social Factors: Interpersonal and social factors include culture (the set of “shared” meanings, values, norms, motives, attitudes and beliefs held by a majority of people that can be used to describe and predict people’s behavior), sub-culture(e.g. nationalities, religions, racial groups), social classes, reference groups (e.g. family, friends, neighbors, co-workers, etc.), roles and status, etc. 3. Economic Factors: Economic factors include but not limited to state of economy, purchasing power, interest rates, and tax rates.

There are some modern trends which also affect consumer behavior they are : * Age Complexity * Gender Complexity * Individualism * Active, Busy Lifestyles * Cocooning * Pleasure Binges * Health Emphasis Among these factors our research is on how active busy life style affects consumers buying behavior. Objective of the Report:
Our main objective is find out how busy life affecting consumers buying behavior. And also we will try to figure out why people are now a days are interested in super shops or online shopping. To complete our objectives we will do a survey of 30 people and then we will analysis the survey to complete our objectives

Limitation:
The main problem we faced while doing this report we faced the problem of getting responses in time as we did our survey in Internet and asked the respondents to give their call through internet. So, some people did not see the invitation in time and some people just ignored.

Analysis Part:

Working Hour:

Analysis: Survey tells that, 45% of the respondents worked for 10-12 hours a day. 35% are worked for 6-8 hours and 20% respondents worked less than 6 hours.

Monthly shopping frequency:

Analysis: Among the all respondents only 8% go for shopping once in a month. 58% respondents go for shopping 5 to 6 times a month. 12% respondents go more than 6 times a month.
Impact of occupation on shopping:

Analysis: In our survey, we have asked that whether their occupation affect their shopping or not. Among the all respondents 62% strongly agree with that and 22% respondents agree with it. So in total 84% respondents think that their occupation has an impact on their shopping. Only few are disagree with the statement. From this analysis we can understand that they have not enough time to go for shopping.
Mode of Shopping:

Analysis: In our study we have asked them from where they do shopping. 45% respondents said that they do shopping in super shop, 31% do shopping from typical market place and 24% do shopping in online. It refers that they people are now a days prefer super shop and online for shopping. In this study we found that 62% respondents said that their occupation has an impact on their shopping so in total 69% respondents prefer super mall and online shopping.
Online shopping service using reason:

Analysis: In our study we have tried to find out the main reasons why they use online shopping. 67% respondents said that they use online shopping service because it saves time. Secondly 21% mentioned that they get Varity of products. Thirdly 12% said that they don’t have to travel or visit shops for shopping. From this we can see that respondents prefer online shopping to save time.

Super mall using reason:

Analysis: We have asked all the respondents why they use super mall for shopping. Here we also found that maximum respondents (53%) prefer super mall because it saves time. Secondly 33% prefer it because of availability of different products and thirdly 14% prefer it for better quality products.
Likert scale analysis:

Analysis: In our study we have asked the respondents some attributes to give some points. Here most of the respondents strongly agree with those attributes. Such as save time, save energy, available 24/7 and easy to search. 68% to 77% respondents strongly agree with those attributes. Few respondents disagree with those attributes.
Findings:
In this study we found that people prefer online shopping service and super mall because of shortage of time. It means they are busy with their work. For example customer X remembers he/she needs to buy a new pair of shoes at 2 PM, while still at work. Will it be possible for him/her to drive to the closest store? Will he just go online and buy his favorite pair of shoes, from a wide selection of brands and offers. So we can say that now a day’s busy life affect the buying behavior of the customer.
Recommendation:
From the survey we tried to find out the perception of the customers about how busy life affect their buying behavior. We also found their satisfaction and dissatisfaction level. In our analysis part some things are in satisfactory level that means more than half of our samples are agreeing with the current situation. But, if more than half disagree that means, those things need consideration to review about those categories. We already gave the comments in our analysis part depending on survey result.

Conclusion:
At the end we just want to tell that this is just a brief. To know more or know better this is not at all. To find out the real scenario the survey must be taken over a vast sample. For the academic purpose we made this report. But we think that implementing some of this or discussing these might be helpful to change the scenario.

Survey Question

Gender 1. Male 2. Female
Age
1. < 25 2. 25 – 35 3. 36 – 45 4. > 45
Occupation
1. Service 2. Business 3. Student 4. Home maker 5. Unemployed
Area of residence:

1. On an average, how many hours do you work or study in a day? 1. 6 - 8 Hours 2. 10 - 12 Hours 3. < 6 Hours
2. How many times in a month do you go for shopping? 1. Once in a month 2. 2-4 times 3. 5-6 time 4. More than 6 times
3. Does your occupation affect your shopping time? 1. Strongly Agree 2. Agree 3. Neutral 4. Disagree 5. Strongly Disagree
4. From where do you shop? 1. Market 2. Super Shop 3. Online

5. Why you use online shopping service? 1. Time Saving 2. Product Varity 3. No travelling required
6. Why you prefer to go super mall? 1. Time saving 2. Product Varity 3. Better quality product
7. On line shopping or super mall help you to save time. 1. Strongly agree 2. Agree 3. Neutral 4. Disagree 5. Strongly disagree
8. Online shopping or super mall help you to save energy. 1. Strongly agree 2. Agree 3. Neutral 4. Disagree 5. Strongly disagree
9. Online shopping or super mall available 24/7. 1. Strongly agree 2. Agree 3. Neutral 4. Disagree 5. Strongly disagree
10. In online shopping or super mall it’s easy to search merchandise you want to buy. 1. Strongly agree 2. Agree 3. Neutral 4. Disagree 5. Strongly disagree

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