Consumer Behaviour and Marketing Psychology

2019
[Consumer Behaviour and Marketing Psychology]

Consumer behavior
Table of Contents
Purpose......................................................................................................................................................1
Development of the survey instrument..................................................................................................1
Administration process.............................................................................................................................1
Data analysis and key findings...............................................................................................................1
References................................................................................................................................................7
Appendices................................................................................................................................................8
1

Consumer behavior
Purpose
The purpose of the survey is to emphasize on the overall behavior of the customers at
the time of purchasing. The analysis will be made on the HP laptops and also customer
behavior towards this product will be explained.
Development of the survey instrument
The survey is done by considering the Survey Monkey tool for collecting the responses
of the audiences. Survey Monkey is the tool that assists in gathering the authentic and
also valid outcomes about the overall results. It can be said that this is one of the
important tools focuses on collecting the relevant information with proper accuracy and
also it is one of the authentic source that create awareness about the choices and
preferences of the customers by giving the platform to conduct the research.
Administration process
The starting stage is to design the questionnaire that will consist of the 10 questions.
Then the next part was to share the survey with the audience through Survey monkey
and the questions will be presented to the audience in context to HP laptops. The
survey was collected by the 19 people and on the basis of their perception that accurate
information has been gathered by the effective medium known as Survey monkey.
Data analysis and key findings
 Question 1: Do you have a laptop?
Through the survey, it has been analyzed that there are 84.21% of the respondents
agreed and 15.79% of the respondents said no. It is analyzed that in the present
scenario, the majority of the customers have positive buying behavior of purchasing the
laptops. The majority of the people are more focused towards the use of laptops as it is
portable and accessible in nature.
2

Consumer behavior
It is stated that majority of the people use the laptops because they have the
psychology of completing the task time. The use of laptop has influenced the overall
attitude of the behavior of customers as majority laptops are used for the business
purpose and also for the educational purpose.
 Question 2: What is your preferred laptop brand?
According to the survey, it is analyzed that 52.63% of the respondents prefer HP
laptops, Dell prefer 42.11%, and Sony is preferred by 5.26%. These are the overall
response given by the respondents and majority of the people selected HP laptops has
good brand image and due to this it has positively affected the purchasing the behavior
of the customers.
It has been examined that when the brand image of the company is positive then it
influences the purchasing behavior of the customers. They will give preference to the
products of the company that has a good brand image in the market. The company has
created its brand image by using the social media sites that has boosted the positive
mindset of the customers towards the services of the company (Godey et al., 2016).
 Question 3: What is the main purpose of using HP laptop (4GB RAM/64GB Hard
disk/i5-3rd generation)?
By conducting a survey, it is investigated that majority of the people use the HP laptops
for official purpose, 26.32% of the people use for educational purpose, 21.05% for
personal use, 5.26% for entertainment and 0.00% for other. By the overall evidence, it
has been seen that people preferred the laptop for their official purpose as the mindset
of the customers has been changed by seeing the different promotions given by the
company.
It is noted that company focuses on maintaining the engagement with the customer on
the social media platform which has create awareness among the people towards using
the products of the company. This has generated a positive behavior of the employees
towards the products and services of the company. So, due to promotional activities
3