Conclusion

This diary has allowed me to record and analyse my own consumer behaviour and reflect on
the justifications and emotions I encountered during the pre and post purchase of products. As
a result of this analysis, I have gained a greater understanding of my personality as a
consumer and the behaviours that I display when searching for, purchasing, using and
evaluating products and services. I have a greater understanding of the consumer decision
making process and the variable that influence and contribute to consumer satisfaction. The
theory of consumer behaviour shows us how and why the impact of changes and challenges
in society reflect upon purchase trends. By performing these detailed evaluations I am able to
understand the significant role that external influences play on my decision making.