Consumer Behavior and Marketing Psychology

This assignment explores the impact of consumer decision making process on the purchase of laptop in Harvey Norman, Australia. It analyzes the various forces that influence consumer buying behaviors and marketing psychology. The findings show that consumer buying decisions are influenced by factors such as personal behaviors, lifestyles, attitudes, cultural aspects, and online marketing. The key findings suggest that strengthening the relationship between the business and its customers can enhance brand trust and loyalty. Recommendations are provided to influence buying decisions and ensure business success.

Running head: CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Consumer behavior and marketing psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration process...............................................................................................................4
Data analysis..............................................................................................................................4
Key findings.............................................................................................................................10
Reference list............................................................................................................................10
Appendices...............................................................................................................................11

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Consumer decision making process
Purpose
The main purpose of the assignment is to present the findings based on the analysis
done for the research topic, i.e., impact of consumer decision making process on the purchase
of laptop in Harvey Norman, Australia. The purpose of the research is also to determine how
the various forces can influence consumer buying behaviors and marketing psychology to
facilitate purchasing decisions all throughout (Wen et al., 2014). There are family lifestyles,
individual attitudes and behaviors along with social and cultural norms, behaviors and values
that can drive the customer towards making purchase of a laptop from Harvey Norman. The
research will analyze the findings of the survey with the use of Survey Monkey tool and
interpret the information and data to determine the influence on consumer buying decisions
(Lysonski & Durvasula, 2013).
Goals and objectives
 To identify the impact of problem identification and information searching on the
ability of customers to make purchase of laptop in Harvey Norma, Australia
 To evaluate the various approaches to consumer decision making process regarding
purchase of a laptop in Harvey Norman
 To assess the probable factors that have contributed to the process of decision making
and influenced choice and selection of alternatives
 To recommend necessary measures for the purpose of influencing the buying
decisions and ensure attaining the desired sales regeneration and profit in business for
the company
Development of a survey instrument
1. Do you currently possess a laptop from Harvey Norman in Australia?

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
2. Do you think that the consumer decision making process is based on the identification
of problem faced and by searching for information from eternal sources?
3. The evaluation of alternatives by the customers has often influenced them to make
purchase of the laptop from Harvey Norman
4. What extent do to approve that post purchase evaluation can influence the customers
to buy laptop from Harvey Norman again?
5. The personal behaviors, lifestyles and attitudes are factors that also contribute to the
influence of purchasing decision for a laptop from Harvey Norman
6. The cultural aspects and norms within the society have also shaped the way
consumers make purchase of laptop from Harvey Norman
7. Does the consumer decision making process often leads to motivation of others
through word of mouth promotions and influence them to make purchases?
8. The management of e-commerce and online shopping has created convenience for the
customers to gather information about the product and get encouraged to make
purchase through recommendations by other people
9. Do you believe that the strengthening of relationship between the business and its
customers can enhance the brand trust and loyalty among the customers?
10. The purchase of laptop in Harvey Norman in Australia has been a good experience for
many. To what extent do you agree to the statement?
Administration process
The administration process not only involves selection of samples, but also includes
the process of collecting and analysis of data. The random sampling method has been the
most effective for collecting data from the samples, who were selected randomly from a huge
number of people (Saris & Gallhofer, 2014). The non-probability convenient sampling has
been effective considering the arrangement of a convenient time for the managers when they

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
can be present amongst their busy schedule at work and deliver their useful views and
opinions to the questions asked (Fowler Jr, 2013). The researcher should ask the questions
during an interview based on their convenient time of presence, thereby, collect their
responses recorded as qualitative data. The quantitative data are the responses of people in
the survey questionnaires that were distributed to them (Heeringa, West & Berglund, 2017).
The secondary data has been collected from several secondary sources including the journals,
articles, newspapers, websites containing information about consumer decision process, etc.,
which further helped in maintaining the authenticity and reliability of the research. The
sample size has been chosen as 17 customers and 4 managers (Sekaran & Bougie¸2016).
Data analysis
Do you currently possess a laptop from Harvey Norman in Australia?
ANSWER CHOICES– RESPONSES–
–
Yes
64.71%
11
– 35.29%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
No 6
TOTAL 17
Analysis
According to the survey results, it could be analyzed that most of the respondents do
made purchases of the laptop from Harvey Norman, which has been the majority here, i.e.,
among the 17 respondents, 11 have answered ‘Yes’. Only 6 out of 17 respondents have
claimed not to make any purchase of laptop from the company yet.
Do you think that the consumer decision making process is based on the identification
of problem faced and by searching for information from eternal sources?
ANSWER CHOICES– RESPONSES–
–
Very likely
35.29%
6
–
Likely
17.65%
3
–
Neither likely nor unlikely
17.65%
3
–
Unlikely
11.76%
2
–
Very unlikely
17.65%
3
Total Respondents: 17

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Analysis
From the survey results, out of 17 respondents, 9 of them delivered positive responses
while 5 out of the remaining respondents do not seem to agree to the statement. Among the
respondents, 3 remained neutral in their responses and fall in the ‘neither likely nor unlikely’
category.
The evaluation of alternatives by the customers has often influenced them to make
purchase of the laptop from Harvey Norman
ANSWER CHOICES– RESPONSES–
–
Strongly agree
41.18%
7
–
Agree
17.65%
3
–
Neither agree nor disagree
0.00%
0
–
Disagree
23.53%
4
–
Strongly disagree
17.65%
3
TOTAL 17
Analysis

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
According to the survey results, among the 17 respondents, 10 of them agree to the
statement, which has been the majority here while the negative responses are recorded for
only 7 out of 17 respondents, which is the least. Thus, it could be analyzed and interpreted
that customers have often been influenced by evaluation of alternatives (Mullins et al., 2013).
What extent do to approve that post purchase evaluation can influence the customers to
buy laptop from Harvey Norman again?
ANSWER CHOICES– RESPONSES–
–
Strongly approve
47.06%
8
–
Approve
17.65%
3
–
Neither approve nor disapprove
0.00%
0
–
Disapprove
11.76%
2
–
Strongly disapprove
23.53%
4
TOTAL 17
Analysis
As it could be seen from the survey, 11 among the total of 17 respondents, have
approved to a larger extent that purchasing evaluation after making purchase have influenced

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
them become repeated customers. Only 6 out of the 17 respondents have reacted negatively,
which is least and cannot strengthen the statement consisting of positive responses.
The personal behaviors, lifestyles and attitudes are factors that also contribute to the
influence of purchasing decision for a laptop from Harvey Norman
ANSWER CHOICES– RESPONSES–
–
Strongly agree
23.53%
4
–
Agree
41.18%
7
–
Neither agree nor disagree
5.88%
1
–
Disagree
11.76%
2
–
Strongly disagree
17.65%
3
TOTAL 17
Analysis
From the analysis, out of the 17 respondents, 11 of the respondents fall in the agree
and strongly agree categories, which denotes the positive responses while only one of them
was neutral. Few negative responses tend to be negative, as provided by the 5 respondents
selected among the total of 17.

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
The cultural aspects and norms within the society have also shaped the way consumers
make purchase of laptop from Harvey Norman
ANSWER CHOICES– RESPONSES–
–
Strongly agree
41.18%
7
–
Agree
11.76%
2
–
Neither agree nor disagree
5.88%
1
–
Disagree
23.53%
4
–
Strongly disagree
17.65%
3
TOTAL 17
Analysis
According to the survey results, from the total of 17 respondents, 9 of them responded
positively to the statement about the cultural aspects being influential factors for purchasing
decision while only 7 out of the 17 of them provided negative responses and do not believe
such statement, which has been recorded as quite lower when compared to the positive
responses (Rezaei, 2015).
Does the consumer decision making process often leads to motivation of others through
word of mouth promotions and influence them to make purchases?

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly approve
29.41%
5
–
Approve
29.41%
5
–
Neither approve nor disapprove
5.88%
1
–
Disapprove
11.76%
2
–
Strongly disapprove
23.53%
4
Total Respondents: 17
Analysis
Out of the total numbers of people taking part in the survey process, 10 among them,
already approved the statement made while the least could be seen in disagree category,
which has been recorded as quite low, i.e., only 6 among the 17 respondents. Just one
individual did neither approve nor disapprove to the statement.
The management of e-commerce and online shopping has created convenience for the
customers to gather information about the product and get encouraged to make
purchase through recommendations by other people
ANSWER CHOICES– RESPONSES–
– 41.18%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Strongly agree 7
–
Agree
17.65%
3
–
Neither agree nor disagree
5.88%
1
–
Disagree
23.53%
4
–
Strongly disagree
11.76%
2
TOTAL 17
Analysis
Based on the analysis, most of the responses are positive, i.e., recorded as 10 out of 17
respondents while only 6 out of the total number of respondents disagreed to the fact that
online marketing has contributed to encouragement of consumer buying decision (Chen et al.,
2015).
Do you believe that the strengthening of relationship between the business and its
customers can enhance the brand trust and loyalty among the customers?
ANSWER CHOICES– RESPONSES–
–
Very likely
35.29%
6
– 17.65%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Likely
3
–
Neither likely nor unlikely
0.00%
0
–
Unlikely
29.41%
5
–
Very unlikely
17.65%
3
TOTAL 17
Analysis
From the survey analysis, here the positive and negative responses seem to collide as
most of the people, i.e., 9 out of 17 respondents, though think that brand loyalty is dependent
on strengthening business relationship with its customers, 8 out of 17 respondents do not
believe in such statement, Thus, the positive and negative responses are nearly equal, which
contradict the statement made.
The purchase of laptop in Harvey Norman in Australia has been a good experience for
many. To what extent do you agree to the statement?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
23.53%
4
– 41.18%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Agree 7
–
Neither agree nor disagree
0.00%
0
–
Disagree
23.53%
4
–
Strongly disagree
11.76%
2
TOTAL 17
Analysis
The majority of the survey results is positive, i.e., 11 out of the 17 respondents while
the lowest number of responses is from the negative responses provided in the disagree and
strongly disagree categories.
Key findings
From the analysis of data, the findings show mostly the positive results, which
represent that consumer buying decisions are influenced by several factors, all of which have
contributed to their decision making regarding purchase of laptop from Harvey Norman in
Australia. The lifestyle behaviors, attitudes, own values, beliefs and cultural aspects along
with online marketing by the brand and word of mouth of promotions have also been
influential factors of driving the purchase made by the clients for the laptop available in
Harvey Norman (Rani, 2014). Though there are few negative responses, it would be
neglected as the positive responses fare much above those, which prove the influence on
consumer decision making to be true and appropriate.

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Literature
According to Cantallops & Salvi (2014), as culture adapts to the changing needs, the
same way customers have become flexible to adapt to changes. The customers have been
influenced by their cultural values and beliefs, which has not only affected their behaviors,
but also has encouraged them to make purchases. Every time, customers make purchase of a
specific product, they search for information and then checked whether their needs could be
fulfilled or not and issues surrounding it should be overcome (Lysonski & Durvasula, 2013).
With their needs being assessed and met, they make purchases of the products and services,
which further influenced them make a post purchase decision about whether to make
purchase again from the company or not. This has facilitated the level of trust and loyalty
among them towards the brand, furthermore ensured that frequent purchases are made and
even promoting positive word of mouth messages to others so that they become encouraged
as well (Mullins et al., 2013). With the influence on these buying decisions, the businesses
are able to achieve higher sales and attain the desired level of profit in business too.
Reference list

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Bell, E., Bryman, A., & Harley, B. (2018). Business research methods. Oxford university
press.
Cantallops, A. S., & Salvi, F. (2014). New consumer behavior: A review of research on
eWOM and hotels. International Journal of Hospitality Management, 36, 41-51.
Chen, C. H., Nguyen, B., Klaus, P. P., & Wu, M. S. (2015). Exploring electronic word-of-
mouth (eWOM) in the consumer purchase decision-making process: the case of
online holidays–evidence from United Kingdom (UK) consumers. Journal of Travel
& Tourism Marketing, 32(8), 953-970.
Fowler Jr, F. J. (2013). Survey research methods. Sage publications.
Heeringa, S. G., West, B. T., & Berglund, P. A. (2017). Applied survey data analysis.
Chapman and Hall/CRC.
Lysonski, S., & Durvasula, S. (2013). Consumer decision making styles in retailing:
evolution of mindsets and psychological impacts. Journal of Consumer Marketing,
30(1), 75-87.
Mullins, J. W., Walker, O. C., Boyd, H. W., & Larréché, J. C. (2013). Marketing
management: A strategic decision-making approach. New York: McGraw-Hill.
Rani, P. (2014). Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), 52-61.
Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing
practice: A partial least squares (PLS) path modeling approach. Journal of Retailing
and Consumer Services, 22, 1-15.

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Saris, W. E., & Gallhofer, I. N. (2014). Design, evaluation, and analysis of questionnaires
for survey research. John Wiley & Sons.
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach.
John Wiley & Sons.
Wen, C., R. Prybutok, V., Blankson, C., & Fang, J. (2014). The role of E-quality within the
consumer decision making process. International Journal of Operations &
Production Management, 34(12), 1506-1536.

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
Appendices
Do you currently possess a laptop from Harvey Norman in Australia?
ANSWER CHOICES– RESPONSES–
–
Yes
64.71%
11
–
No
35.29%
6
TOTAL 17
Do you think that the consumer decision making process is based on the identification of
problem faced and by searching for information from eternal sources?

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Very likely
35.29%
6
–
Likely
17.65%
3
–
Neither likely nor unlikely
17.65%
3
–
Unlikely
11.76%
2
–
Very unlikely
17.65%
3
Total Respondents: 17

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
The evaluation of alternatives by the customers has often influenced them to make purchase
of the laptop from Harvey Norman
ANSWER CHOICES– RESPONSES–
–
Strongly agree
41.18%
7
–
Agree
17.65%
3
–
Neither agree nor disagree
0.00%
0
–
Disagree
23.53%
4
–
Strongly disagree
17.65%
3

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
TOTAL 17
What extent do to approve that post purchase evaluation can influence the customers to buy
laptop from Harvey Norman again?
ANSWER CHOICES– RESPONSES–
–
Strongly approve
47.06%
8
–
Approve
17.65%
3
–
Neither approve nor disapprove
0.00%
0
– 11.76%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Disapprove
2
–
Strongly disapprove
23.53%
4
TOTAL 17
The personal behaviors, lifestyles and attitudes are factors that also contribute to the influence
of purchasing decision for a laptop from Harvey Norman
ANSWER CHOICES– RESPONSES–
–
Strongly agree
23.53%
4
– 41.18%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Agree 7
–
Neither agree nor disagree
5.88%
1
–
Disagree
11.76%
2
–
Strongly disagree
17.65%
3
TOTAL 17
The cultural aspects and norms within the society have also shaped the way consumers make
purchase of laptop from Harvey Norman

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
41.18%
7
–
Agree
11.76%
2
–
Neither agree nor disagree
5.88%
1
–
Disagree
23.53%
4
–
Strongly disagree
17.65%
3
TOTAL 17
Does the consumer decision making process often leads to motivation of others through word
of mouth promotions and influence them to make purchases?

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly approve
29.41%
5
–
Approve
29.41%
5
–
Neither approve nor disapprove
5.88%
1
–
Disapprove
11.76%
2
–
Strongly disapprove
23.53%
4
Total Respondents: 17

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
The management of e-commerce and online shopping has created convenience for the
customers to gather information about the product and get encouraged to make purchase
through recommendations by other people
ANSWER CHOICES– RESPONSES–
–
Strongly agree
41.18%
7
–
Agree
17.65%
3
–
Neither agree nor disagree
5.88%
1
–
Disagree
23.53%
4
– 11.76%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Strongly disagree 2
TOTAL 17
Do you believe that the strengthening of relationship between the business and its customers
can enhance the brand trust and loyalty among the customers?
ANSWER CHOICES– RESPONSES–
–
Very likely
35.29%
6
–
Likely
17.65%
3
–
Neither likely nor unlikely
0.00%
0

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Unlikely
29.41%
5
–
Very unlikely
17.65%
3
TOTAL 17
The purchase of laptop in Harvey Norman in Australia has been a good experience for many.
To what extent do you agree to the statement?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
23.53%
4
– 41.18%

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CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Agree 7
–
Neither agree nor disagree
0.00%
0
–
Disagree
23.53%
4
–
Strongly disagree
11.76%
2
TOTAL 17