Journal of Consumer Psychology

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................5
Analysis of data..........................................................................................................................6
Key findings...............................................................................................................................7
Reference list..............................................................................................................................8
Appendices.................................................................................................................................9

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
Based on the survey results and outcomes provided, it is clear that the main purpose
or aim of conducting the research is to identify the significance of developing the survey
process comprising of the ten questions related to the various factors that are responsible for
influencing the consumers’ buying behaviours and purchasing decisions (Hemanth jagadeesh
2020). According to the analysis of results and assessment of survey process, it is also
understood that the research subject highlights the importance of the various factors such as
the culture, age, lifestyle behaviours, gender, life cycle, culture, values, beliefs and lifestyle
choices, all attribute to the purchasing decisions made by the customers for the skin care
products (Mullen and Johnson 2013).
The goal of the research subject is to analyse the different results acquired by
assessing the responses of respondents in the survey questionnaires, which can allow the
researcher to understand about the various factors that encourage the clients to make purchase
of skin care products from their preferred brand. Thus, the research aims to determine the
perceptions, behaviours and attitudes of consumers that are responsible for influencing their
buying choices while at the same time, determine the cultural influences, values, beliefs and
family influence, which may align the behaviours of customers toward the purchasing
decisions made by them during the consumption of the skin care products or services
(Haugtvedt et al. 2018).
Development of a survey instrument
The purpose of developing the survey instrument for the research has been to analyse
the results and interpret those through presentation of different questions that are related to
the questions presented in the research. The survey instrument should also be beneficial for
presenting the questions that were distributed in the survey questionnaire to the respondents,

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
considered as major samples while conducting the research. The objectives are in line with
the research questions, which could also help in influencing the process of decision making
and at the same time, influence the consumers’ buying behaviours and choices regarding the
purchase of skin care products too (Kruglanski and Higgins 2013).
Survey question Survey objective
How many times over the past month have
you visited the doctor or another health
professional about your skin or caring for
your skin?
To identify the frequency at which the
customers have either visited doctor or any
other health professional for taking care of
the skin
What are the factors due to which, the
purchase of skin care products is influenced
To determine the influencers that are
associated with the encouragement of
decision making regarding purchase of
products
How often do you buy the same brand of
skin care products?
To assess the frequency of customers
making purchase of the skin care products
of a brand
How much importance does the skin care
product holds for the customers when taking
care of their skin?
To evaluate the level of importance of the
skin care product based on their usage
From where do you prefer to buy the skin
care products?
To make assessment of the places from
where he customers mostly prefer to make
purchase
What matters you the most when buying a
skin care product from a specific brand?
To analyse the various factors that make the
customers choose the products
What is the level of importance of the skin To measure the level of importance of the