Herbal Soap Consumer Survey Analysis

This assignment involves analyzing the results of a consumer survey focused on an herbal soap product. The analysis covers aspects such as consumer satisfaction with the product's quality, purchasing frequency, likelihood of recommendation, and preferred buying channels (retail stores vs. shopping malls). The goal is to identify key insights from the survey data that can inform improvements to the product, marketing strategies, and distribution channels.

Running head: CONSUMER BEHAVIOUR AND MARKET PSYCHOLOGY
Consumer Behaviour and Market Psychology
Name of Student:
Name of University:
Author’s Note:

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Table of Contents
The Goal which is set for the survey:..............................................................................................2
Idea:.................................................................................................................................................2
Analysis of the results:.....................................................................................................................3
References:......................................................................................................................................8
Appendix:........................................................................................................................................9
Questionnaire:..............................................................................................................................9
Responses from Survey.............................................................................................................12

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The Goal which is set for the survey:
The surve is designed to analyse the herbal soap market in Australia for Thurlby Herb
Farm. The company holds a prestigious position in certified organics and wishes to upgrade its
product line in herbal soaps. Although, the company is known for its effective and expensive
ayurvedic recipes and formulas (especially exclusive handmade products) but a new upgradation
with changing mind of customer can enable long run trust and faithfor the organization. The
survey has been conducted in response to the nature of the choice of the product, the meeting of
the expectations of the product, the likeliness of the individuals recommnding the product to a
colleague or friend, which are the words in which the product can be suitably described to the
employees, whether the companyt understands the needs of the customers and so on. The survey
has 16 respondents who answer the questions and give their relevant feedback. The results are
analysed from the collected responses. The questionnaire is then collected. It is formulated
keeping the aspects namely perception, attitudes, motivation, group and individual differences in
mind (Kumar and Sharma 2015). Moreover, survey can inline whether the product as herbal soap
can be effective to be planned for the upgradation in the area of handmade herbal soaps or not.
Idea:
The consumers’ behavior is known by many people to be a physiological process that
relates to the emotions of the consumer. It involves a step by step process where the consumer
first recognizes the product of interest and then finds a way of solving the needs by making the
decision on the purchase. In other words, it is the study of how people make decisions about
what they buy, want or need in connection to a product, service or a particular company
(Vasanthi and Kavitha 2016). Usually there are three factors which affect the purchasing patterns

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of customers, namely the psychological factors, the personal factors and lastly the social factors.
There are changes in the consumer behavior based on changing habits and patterns in the work.
In relation to this therefore a survey is conducted on the consumer product “Herbal Soap” which
is already in the market but an up gradation can boost the organization sales. The consumer
attitudes and buying patterns of the customers related to the product are analysed from the
conducted survey (Sawant 2015).
Analysis of the results:
The survey was conducted using the survey monkey software where a questionnaire with a total
of 10 questions multiple choices based on a particular product herbal soap) by Thurlby Herb
Farm was obtained and used in the research. The results were then subjected to analysis. A total
number of 16 participants were involved and the results of the survey are attached. Based on the
findings critical analysis was conducted on some factors such as perception, attitude, motivation,
and culture which are mostly considered to influence the consumer’s behavior and purchasing
power (Kundu and Gupta 2017). The analysis and the results are explained as follows:
Herbal soap by Thurlby Herb Farm meets the customer’s needs
The first question was whether the product meets the needs of the customers. The needs of the
customers are understood with respect to their responses. There were two possible responses
with respect to the question namely “positive” and “negative”. The two possible answers
therefore are “yes” or “no”. Out of the total respondents, 14 stated that they were satisfied with
the product. Thus a total of 87.50% positive responses were collected from the survey. Therefore
it can be stated clearly that majority of the respondents were satisfied with the herbal soap they

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used and this reflected in the percentage of positive response which they provided as found from
the survey.
Responses on products (herbal soap) by Thurlby Herb Farm on their buying pattern
The second question is how often the consumers buy their products. This is used to judge the
frequency of the buying patterns of the consumers. The three possible choices as mentioned in
the questionnaire related to the time of buying is weekly, monthly or yearly. Based on the
responses collected, it has been found that 3 individuals buy the product weekly, 1 respondent
buys the product yearly and 12 individuals buy the product monthly. Thus it can be said the
requirement of the product (herbal soap) on which the survey is done is on a monthly basis as is
evident from the results of the survey.
Recommendation Thurlby Herb Farm herbal soaps to a friend or a colleague
The third question is related to the likelihood of a person recommending the product to a friend
or a colleague. The three possible options of the response are “most likely”, “likely” and “less
likely”. Out of the respondents, around 4 people stated that they were most likely to recommend
the product to their friend or colleague. 8 out of the total respondents stated that they were likely
to recommend the product. That is around 50% of the respondents are likely to recommend the
product to their friends and colleagues. Around 25% of the employees are less likely to
recommend the product. Thus the product is more or less good.
Words to describe the products by Thurlby Herb Farm for Herbal Soap
The fourth question asks the consumers to describe the product which they are using in a single
word. The three possible words given for the description of the product are “good”, “bad” or

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“needs to improve”. Out of all the respondents 8 of them responded that the product is good.
That is around 50% of the people responded that the product is good. Around 2 people responded
that the product is bad and 6 of the individuals responded that the product needs to improve.
Based on the findings it needs to be understood that the product is not the best among all its
competitors.
Does Company as Thurlby Herb Farm understands the customer’s needs
The fifth question is related to the fact how the company understands the needs of the consumers
as is understood from the survey. It is seen that there are three possible responses which are
stated as “well satisfied”, “average” and “not at all satisfied”. Around 25% of the people that is 4
people responded that they are well satisfied with the product. 10 of the respondents have stated
that the product is average. Around 2 people have responded that they are not at all satisfied with
the product. From the percentages of positive and negative responses it can be said that product
is more or less average and is not the best. Thus majority of the consumers consider the product
to be average. Therefore the company needs to improve on the product in order to meet the needs
of the consumers.
Prospects of buying a cosmetic product
The sixth question is aimed at asking the consumers what are the factors which make them buy
the particular product. There were three types of adjectives which were provided to the
customers namely, the “price”, “quality” and “popularity”. Majority of the customers namely 12
of them have responded that the quality of the product is the main criteria which allow them to
buy a particular product. Therefore in order to appeal to more and more customers the company
needs to work on the quality of the herbal soap.

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Convenience of Thurlby Herb Farm products and in this case Hebal soap
The seventh question asks the consumers how convenient their company is for their use. Out of
all the people 12 of them stated that the company is good to use. Therefore the company should
work on the quality to make the rest 25% of the customers consider the product to be of good
quality.
Changes in Thurlby Herb Farm to improve the competition of different herbal soaps in
market
The eighth question asks the consumers that what changes can improve the competition among
the products? The options are the increasing quality, the decreasing rice, the volume of the
product and better packaging. Around 6 of the respondents consider the increasing quality to be
the determinant of the improvement in competition to the products, around 4 people consider the
decreasing price, 5 people consider the volume of the product and only one person considers the
better packaging to be responsible for being the best among competing products. All in all first
and foremost the quality of the herbal soap needs to be improved followed by its volume.
Volume of purchase of the product (herbal soap)
The ninth question asks the consumers how much volume of the product they actually consume.
8 people state that they buy single packs of herbal soap, 4 people state that they purchase small
pouches and 4 people purchase multiple packs. Therefore the company needs to be focused on
the quality of single packs of herbal soap in order to purchase by more and more consumers.
Convenient location for the product Herbal Soap

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The last and final question asks the consumers the place where they buy the products whether
from retail stores or from shopping units. Around 10 people state that they buy the product from
the retail stores or outlets, the rest 6 people buy them from shopping malls. Thus it can safely be
concluded that people who buy products from the shopping malls need to be targeted. This is due
to the fact that the people buy a bit less in comparison to those who buy from retail stores or
outlets.

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References:
Kumar, D.D.S. and Sharma, R., 2015. A study of consumers' perception and attitude towards
green products. International Journal of Advanced Research in Management and Social
Sciences, 4(8), pp.285-297.
Kundu, S. and Gupta, N., 2017. Consumer Behavior towards Purchase of Green Products vis-a-
vis Ayurvedic Products. Imperial Journal of Interdisciplinary Research, 3(7).
Sawant, R., 2015. A study on awareness and demand pattern amongst consumers WRT green
products. International Journal of Marketing and Technology, 5(1), p.136.
Vasanthi, T. and Kavitha, N., 2016. Consumer awareness and purchasing behaviour of green
products-an analytical study. Intercontinental journal of marketing research review, 4(2), pp.1-
590.

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Appendix:
Questionnaire:
Question 1:
Does our product meet your needs?
 Yes
 no
Question 2:
How often do you buy our products?
 Weekly
 Monthly
 yearly
Question 3:
How likely is it that you recommend this product to a friend or colleague?
 Likely
 Most likely
 Less likely
Question 4:
Which of the following words would you use to describe our product?

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 Good
 Bad
 Needs to improve
Question 5:
How well do you think our company understands your needs?
 Well satisfied
 Average
 Not at all satisfied
Question 6:
What are the prospects that make you buy a product?
 Price
 Quality
 popularity
Question 7:
How good is our company to use?
 Good
 bad
Question 8:
What changes would most improve competing products currently?

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 Increasing quality
 Decreasing price
 Volume of product
 Better packaging
Question 9:
What volume of the product do you usually purchase?
 Pouches
 Singe packs
 Multiple packs
Question 10:
Where do you usually buy the product?
 Retail outlets/ stores
 Shopping malls

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Responses from Survey

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