Marketing Consumer Behaviour for Devondale Milk Products

Running head: MARKETING CONSUMER BEHAVIOUR
Marketing Consumer Behaviour

MARKETING CONSUMER BEHAVIOUR 2
Table of Contents
Introduction................................................................................................................................................3
Purpose of the survey..............................................................................................................................3
Development of the survey instrument..................................................................................................3
Administration process.............................................................................................................................3
Data analysis and key findings...............................................................................................................3
Conclusion...............................................................................................................................................13
References..............................................................................................................................................14
Appendix..................................................................................................................................................16
Table 1: What inspires you to buy devondale milk products?..........................................4
Table 2: Why do you prefer devondale milk over other brands specially Tatura Milk,
Bega, a2 Milk?................................................................................................................. 4
Table 3: What is your perception of devondale milk products?........................................5
Table 4: Who consumes devondale milk products in your family?...................................6
Table 5: How frequently do you consume devondale milk?.............................................7
Table 6: Which is your favourite devondale milk product?...............................................8
Table 7: Are you a loyal devondale milk customer?.........................................................9
Table 8: Are there specific occasions when you prefer to consume devondale milk
products?....................................................................................................................... 10
Table 9: Which emotions do you associate with devondale milk products?...................11
Table 10: How likely are you to recommend devondale milk products to others?..........12
Chart 1........................................................................................................................... 16
Chart 2........................................................................................................................... 16
Chart 3........................................................................................................................... 16
Chart 4........................................................................................................................... 17
Chart 5........................................................................................................................... 17
Chart 6........................................................................................................................... 18
Chart 7........................................................................................................................... 18
Chart 8........................................................................................................................... 19
Chart 9........................................................................................................................... 19
Chart 10......................................................................................................................... 20

MARKETING CONSUMER BEHAVIOUR 3
Introduction
In the current scenario, understanding the consumer buying behaviour is essential to
identify the customer’s needs and wants. It would be beneficial for the company to
attract the bulk of customers. This report focuses on customer’s behaviour with respect
to buying devondale milk products. Devondale milk is a leading FMCG brand around the
globe. The brand is recognised through geographical locations and produces different
leading products under the devondale milk.
Purpose of the survey
The purpose of the survey is to comprehend consumer behaviour with respect to
devondale milk. The aim of comprehending the customers is to address their needs,
buying pattern and preference. Questionnaires are designed for reflecting on lifestyle,
family values, social factors and culture influencing them (Orji, et. al., 2017).
Development of the survey instrument
The survey is created through an online portal i.e. survey monkey. The questionnaire
has covered 10 questions. The researcher has focused to avoid the bias to develop the
questionnaire. The survey monkey tool is transparent and depicts the clarity in results
that help to assess the better information. The survey monkey technique is transparent
and depicts clarity in results. It also supports in assessing the data in an effective
manner. The estimated time for completing the survey is 2 minutes (Solomon, et. al.,
2017).
Administration process
After developing the questionnaire and survey, an online web link was sent to recent
consumers who purchased devondale milk. All people have filled the survey as no one
has skipped the questionnaire. In Addition, respondents were selected on a random
basis to decline the partiality from research (Mihaela, 2015).
Data analysis and key findings
After collecting the information through all respondents, it would be assessed by using
the statistical technique. The data would be accessed through MS-excel software to
graphically present the data. The data would be presents as given below that would
help to understand the customers of devondale milk. It will help to recommend the
strategy to target and identifies the buying pattern of customers (Hassan, 2015).

MARKETING CONSUMER BEHAVIOUR 4
Table 1: What inspires you to buy devondale milk products?
Options Percentage
Packaging 25.00%
Taste 55.00%
Advertisement 20.00%
Ease of Availability 0.00%
Price 0.00%
As per the above table and chart, it can be stated that most of the customers believed
that taste inspires them to buy devondale milk products. In contrast to this, no one
respondent has selected ease of availability and price. In support of this, Ahuja (2015)
stated that every customer has different inspiration with respect to specific products.
There could be the different inspiration for selecting the products such as price,
packaging, taste, and creativity of advertisement.
Table 2: Why do you prefer devondale milk over other brands specially Tatura Milk,
Bega, a2 Milk?
Options Percentage
Packaging 15.00%