Consumer Behavior and Marketing Psychology docx

RUNNING HEAD: Consumer Behavior and Marketing Psychology
Consumer Behavior and Marketing Psychology

Consumer Behavior and Marketing Psychology 1
Contents
Introduction......................................................................................................................................2
Purpose............................................................................................................................................2
Development of survey instrument..................................................................................................2
Administration processes.................................................................................................................2
Data Analysis...................................................................................................................................3
Key Findings....................................................................................................................................7
References........................................................................................................................................9
Appendices....................................................................................................................................10

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Introduction
The objective of the paper is to enlighten the reader with the details about the consumer
behaviour analysis of the tea brand Red Label. The initial presentation of the assessment was
formed to analyse the consumer decision making process for purchasing specific product in the
market. The given report highlights the information about the survey analysis for the
organization Red Label to analyse the factors that affect its decision making process. In the
current business environment, the needs and preference of the customers keeps on changing
according to the changing nature of the environment. In response to which, the need of analysing
consumer behaviour appears so as to help the organizations succeed in their objective (Cho, and
Sagynov 2015). The paper makes use of a primary tool of collecting information that is survey
method so as to analyse the behaviour of tea drinker while purchasing specific tea brand. The
survey is conducted on the participants assuming that they drink tea. More details about the
paper are mentioned below:
Purpose
The objective of the paper is to conduct a survey analysis for the purpose of analysing the
consumer behaviour of the tea drinkers. The questions in the survey are formed to evaluate the
behaviour of the customers and their psychology for purchasing particular tea brands in the
market. Behavioural factors affecting their buying decisions are evaluated in the paper.
Development of survey instrument
The survey has been conducted with the help of online software called Survey Monkey. This
survey technique helps in gathering justified and fair information from the marketplace while
providing fair visibility of the results as well.
Administration processes
The survey process is conducted while preparing 10 questions for the respondent. The scope of
each and every question is to evaluate the understanding of the customers behaviour in the
market. The survey is distributed on demographic and behavioural segment. Two questions from

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the demographic segment are asked while other questions help in analysing the behaviour of tea
drinkers present in the environment. The survey was conducted through an online link to a
random set of people and mainly tea drinkers. It is assumed that the people who have filled the
survey form drinks tea. This survey has obtained results from 15 respondents with an answer rate
of 100% which means that no question was skipped by any of the participant. The participants
were selected on a random basis and no sort of differentiation was made on the basis of age,
language etc.
Data Analysis
Question 1: What is your age?
The major section of customer segment is from the age group of 18 to 30 years. This segment of
people are majorly interested in purchasing and consuming the tea products from the market.
There are 8 people out of 15 who belong to this segment that accounts 53% approx. while no
person is presented in the group who belong to below 18 years segment.
Question 2: What is your gender?
The male and female participants in the survey accounts to equal number as both present the
ratio of 47% per cent in the group. There is one person from the segment who does not want to
answer to this question based on their will. It should be noted that no biasness has been initiated
in the survey based on the gender differentiation. Different types of people were welcomed to
take part in the survey.

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Question 3: How do you typically find out about brands of tea? (Please select all that apply.)
The question typically analyse the ways in which customers present in the market get to know
about the brand. There are several sources present in the environment but the customer mostly
gets to know through TV commercial, social media, word of mouth and shopping stores present
in the market. Shopping in the stores let the customers get information about several brands
present in the market that are new as well. Resulting in which, shelf display helps organization in
attracting the customers (Lee, and Lee 2015).
Question 4: Which of these brands are you aware of?
11 people out of 15 expressed that they already know about the brand Red Label in the market.
While another organization that is famous in the market apart from Red Label is Tata tea. Both
Tetley and Wagh Bakri are selected by 4 participants. Therefore, it can be said that Red Label
and Tata are most famous tea brands present in the market.

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Question 5: Which of these factors influence you when you to make the decision about which tea
brand to purchase?
Tea is a product that is consumed by people for relaxing and relief, therefore, prefer different
brands on the basis of their taste and preference. Among these people, most of the customer
prefer tea brands on the basis of their taste while others look for familiarity with the brand.
Question 6: How often do you purchase this product category?
The survey analysis explained that mostly people purchase tea once in a month which is good
statistics for tea manufacturers as monthly purchase by most of the customers increase the sales
of the company. This also illustrate the people consumer tea on regular basis due to which it
emerges the need for them to purchase the product every month.

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Question 7: What motivates you to purchase a tea brand from the market?
Brand image and recommendations from friends and family are two major factors that promote
the interest tea brand in the market. Advice from the known people highly motivates the
customers to try that brand in the market. Apart from that, brand image also plays the lead role in
helping the customers to purchase the new brand in the market.
Question 8: How often do you use this product category?
40% of the participants prefer consuming tea twice in a day while 20% of the people prefer
consuming once and more than twice in a day. Thus, it can be said that there are wide variety of
people who consume tea once or more than once in a day.
Question 9: How many other people in your household consume tea?

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Around 40% of the ratio explains that approx. two people in the family consumer tea on a regular
basis. Around 27% of the people stated that there are more than 3 people in the family who
consume tea on a regular basis.
Question 10: How well does current tea brands present in the market meet your needs?
Around 33% of the people stated that they are extremely satisfied from the tea brands prevailing
in the environment. While 27% people (approx.) stated that, they are somewhat satisfied from
the tea brands prevailing in the environment. Thus, it can be said that there is scope of
improvement for companies prevailing in the environment.
Key Findings
From the analysis of survey, it should be noted that there is higher degree of scope for the tea
companies to increase their product quality and satisfy the customers in the market. The
customers present in the tea industry are diversified based on their age and gender. Different
people have different perception for the favourableness of tea brand in the market. The
customers majorly focus on the taste of the products in the market (Sumi, and Kabir 2018).
Better the taste of the product, more the customers are willing to purchase the products in the
market. Further, it should be noted that large section of the customers are already consuming the

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products and this segment is constantly increasing with the time. Therefore, it can be said that
Red Label gains the opportunity to attract the customers by increasing the word of mouth
promotion strategy and making the products available in the market. The survey analysis stated
that the customers are willing to try the products in the market that is more visible to them, thus
it increases the shelf life of the products and sales as well (Park, and Na 2015). The company
should majorly capture the interest of people belonging to age group of 18 to 30 and people
above age group of 45 years. These are the people who are majorly interested in consuming tea
of different brands in the market. It should be noted that people get to know about the new
brands and their products in the market through word of mouth advertisement and other
commercials. It should be noted that better the company provide taste of the tea, more the
customers are willing to purchase the brand (Oke, et. al., 2016).
Reference plays a major factor in helping the organizations to initiate sales in the market. Word
of mouth strategy can be aced only if the customers are getting satisfied from the brands and
products in the market. Then only they will recommend the product to other people in the
market. Thus, it is important for Red Label Company to increase the value of the products in the
market so that they can be recommended by customers to prospective people. The survey also
explained the views and level of satisfaction of people on the particular brand in the market
(Suhaily, and Darmoyo 2017).
This stated that there is large chunk of customers in the market who are somewhat satisfied with
the tea products offered by several companies in the market. Thus, if the organization would
change the branding, taste and promotion strategy of the products then they will instantly attain
sales because the customers consuming tea prefer less for the price and more for the products in
the market. Lastly, there is large market segment of people who consume tea more than once in a
day. Resulting in which, if the company would offer discounts to the customers on their regular
purchase then they would attain high satisfaction of the customers in the market (Hsieh 2016).
Also, it should be noted that Tata Tea is the biggest competitor of the organization in the target
market. The company Red Label is leading in the market but they can enhance the customer
profile by offering products from better taste to the customers. Brand image and familiarity of
customers with the brand plays a lead role in influencing the customers to purchase the tea
products from the market (Nugroho 2018).

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References
Cho, Y.C. and Sagynov, E., 2015. Exploring factors that affect usefulness, ease of use, trust, and
purchase intention in the online environment. International Journal of Management &
Information Systems (IJMIS), 19(1), pp.21-36.
Hsieh, H.Y., 2016. The relationship among consumer value, brand image, perceived value and
purchase intention-a case of tea chain store in tainan city. In Proceedings of the Eighth Asia-
Pacific Conference on Global Business, Economics, Finance and Banking, ISBN: 978-1-943579-
07 (Vol. 5).
Lee, J. and Lee, J.N., 2015. How purchase intention consummates purchase behaviour: the
stochastic nature of product valuation in electronic commerce. Behaviour & Information
Technology, 34(1), pp.57-68.
Nugroho, A., 2018. The Role of Price in Deciding to Purchase Ready-to-Drink Tea. Jurnal
Manajemen, 22(3), pp.381-394.
Oke, A.O., Kamolshotiros, P., Popoola, O.Y., Ajagbe, M.A. and Olujobi, O.J., 2016. Consumer
behavior towards decision making and loyalty to particular brands. International Review of
Management and Marketing, 6(4S), pp.43-52.
Park, J.M. and Na, K.S., 2015. Effect of RTD tea drinks selection attributes on the purchase
satisfaction and repurchase intention: Evidence in Korea. Indian Journal of Science and
Technology, 8(S8), pp.242-249.
Suhaily, L. and Darmoyo, S., 2017. Effect of product quality, perceived price and brand image
on purchase decision mediated by customer trust (study on japanese brand electronic
product). Jurnal Manajemen, 21(2), pp.179-194.
Sumi, R.S. and Kabir, G., 2018. Factors Affecting the Buying Intention of Organic Tea
Consumers of Bangladesh. Journal of Open Innovation: Technology, Market, and
Complexity, 4(3), p.24.

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Appendices

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