Assignment #2

Submitted to: Ma’am Sara Aslam

Submitted by: Fareeha Shahid
Course: Consumer Behavior
Section: A
Semester: 4
Submission date:5th March, 2018
  Record all your expenditures starting 2nd week of February to 1st week
of March and identify what kind of influence controls your buying
decisions:

Sr# Date Item Amount Type of

influence
1. 15th February,2018 McDonalds Value Meal 300 External
2. 16th February,2018 Strawberry Milkshake 150 Internal
3. 16th February,2018 Lunch at Hashery’s 1500 External
4. 17 February 2018 Molten Lava Cake 650 Internal
5. 19th February,2018 Challan for Speed Driving 1000 External
6. 20h February,2018 Cross Stitch Fancy Shirt 7500 External
7. 25th February,2018 Samsung Galaxy j7 prime 29000 Internal
8. 1st march,2018 Donation to Shaukat 200 Internal
Khanum
9. 3rd march,2018 Club membership 250 External

 Frequency Table:

Type of Influence Tally Frequency

External Influence //// 5
Internal Influence //// 4
  Bar Chart:

0
External Influence Internal Influence

 Pie Chart:

Internal
Influence
External
Influence
  Internal Influence:

Internal influences are the opinions, attitudes and activities. Lifestyle means the ways groups of
consumers spend time and their money. An attitude is an internal evaluation, stated outwardly
regarding a person, object or any particular issue.

 External influence:

External influences refers to what a consumer eats, wears, and believes are all learned and
influenced by the culture they live in, their family, culture and social groups All of these are
external factors that affect purchases.

 Interpretation:
Looking over the record, the purchase of item #1 which is a McDonalds value meal was an
external influence due to the reason that it was not demanded or required by me as I was saving
up for more important things ahead but I had to get it because all my friends were going and
forcing me to go along.

The next item was a strawberry milkshake and it was purchased due to a raging desire inside me
for the strawberry milkshake due to the fact that it is my favorite fruit of the season and I crave
for strawberry milkshake even in Novmber and December which is not a strawberry fruit season.
I saw the date and realized strawberries must have arrived so I went to the juice shop and got it
and it was an internal influence.

Lunch at Hasherys was done due to a friend’s birthday which was again a lot of expense which
was not planned or needed according to me but was done due to a desire to fit in better with my
group and due to a strong social and external influence.

Molten Lava cake was purchased by me due to a sudden personal desire inside me to eat
something really gooey and chocolaty. I did not see any advertisement for it and it was my own
personal preference so it was an internal influence

I got a speeding ticket of Rupees 1000 which was totally unwanted and I had to pay to get my
license back from the police official so it was an external influence.

A fancy shirt was bought by me to attend a friend’s wedding. I was externally influenced for this
purchase as I had my perfectly good old fancy clothes but bought this as I saw an advertisement
and got convinced that I need this shirt in my life in order to look socially acceptable on the
wedding.
The next item on the list is a Samsung galaxy j7 prime which was purchased after thoroughly
searching about the device and checking all the specifications and warranty time and confirming
that the device has all the features that I require. So according to me I was internally influenced.

A 200 rupees donation was given to Shaukat Khanum Memorial Hospital by me as I do every 1st
of the month. It is my monthly ritual that I do as I receive my pocket money in order to feel good
about myself so it was a completely personal and internal influence.

The last of my spending was on a club membership in college that I had to pay in order to attend
an event that my friends were also attending. It was not allowed to attend the event without the
club membership and I did not wish to feel left out of the group so I was influenced by my
friends to purchase the membership.

 Conclusion:
I spent 40,550 PKR from 15th February,2018 to 3rd march,2018 and I purchased 9 items out of
which 5 were purchased out of external influences and 4 were purchased of internal influences.
This shows that my buying decisions mostly depend on external influence which means that
majority of the things I eat, wear, and believe are all learned and influenced by the culture I
belong to and live in, my family, my childhood and the social environment I live in.