Consumer Behavior and Marketing Psychology

This report focuses on the buying behaviour and consumer psychology in regards of purchasing Atlas Bicycle. The report will gain certain responses from different respondents present the environment and analyse their purchasing behaviour regarding the Atlas Bicycle.

Running Head: Consumer Behavior and Marketing Psychology
Consumer Behavior and Marketing Psychology
[Type the document subtitle]
Laptop04011
[Pick the date]

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

Consumer Behavior and Marketing Psychology 2
Introduction
In the current business environment, it is crucial to focus on the customer behaviour and
satisfaction in order to successfully grow in the business environment. It is important to
understand the consumer behaviour and segments for the expansion of the company. The buying
behaviour of the customer is affected by different factors like culture, background, influences
and external motivation. This report focuses on the buying behaviour and consumer psychology
in regards of purchasing Atlas Bicycle. Atlas Bicycles is top brand present in the automobile
industry that highly preferred by people present in the business environment. The report will gain
certain responses from different respondents present the environment and analyse their
purchasing behaviour regarding the Atlas Bicycle. Atlas bicycle is one of the highly famous
companies present in the industry that is successfully growing and increasing satisfaction level of
the customers in the target market.
Purpose
The major aim of the paper is to conduct a survey regarding market research for the company
Atlas bicycles. The questions in the survey are designed to analyse the level of satisfaction of
consumers from the products offered by the company. The questions analyses the factors that
affect the decision making process of the customers in the target environment and what factors
drive them to purchase the product in the environment.
Development of a survey instrument
The survey has been conducted through online instrument called Survey Monkey. This technique
helps in attaining justified results from the environment and provides fair visibility of the
outcome.
Administration processes
The process described under this report contains a questionnaire of 10 questions. The aim of each
and every question is increase the understanding of the company regarding the behaviour of the
customers of the product Atlas Bicycle in a significant way. The survey was then delivered

Consumer Behavior and Marketing Psychology 3
through an online link in a random manner to the people who are a customer of Atlas Company.
The survey has obtained results from total 23 customers of the company with answered rate of
99% which represented that only one question was skipped during the survey. The selection of
the participants was initiated on a random basis and there was no scope of differentiation on the
basis of religion, age, caste etc.
Data Analysis and Key Findings
This segment of the paper focuses on the results obtained from the survey. The information was
gathered through all the targeted respondents so as to attain the information about the buyer
behaviour and the psychology of the customers regarding the purchase of Atlas Bicycles in the
environment. After attaining the data from the given survey, key findings were noted related to
the purchasing decision of the customers linked with the secondary information (Solomon, et. al.,
2014). Furthermore, information about the customer responses are discussed below:
 What is your age?
In this questionnaire, this question related to the age of the customers was asked to analyse the
different segments of the customers that the company need to target and provide services
differently. From the analysis, it was found out that the major customer segment of the company
Atlas Bicycle are the people who belong to age group of 18-25. 72.3% of respondents belong to
the first group of 18-25 age groups further, respondents belonging to age group of 26-33 are
22.73% and respondents in 34-41 age group segment are approx. 5%. Young people of age group
18-25 are highly enthusiastic to keep themselves fit and workout as well. Further, it should also
be noted that the respondents belonging to the age group 18-25 are extremely interested in
keeping themselves fit and managing to take time for fitness. Resulting in which, they use

Consumer Behavior and Marketing Psychology 4
bicycle to go to nearby places and office instead of any other conveyance because it keeps them
fit and is economic as well (Shen, Tai, and Liu 2015).
 What is your gender?
The age group of the customers is important to know so as to analyse better about the perception
regarding the brand. There are 21.74% participants who belong to the category of male while
74% of female users of the bicycle and 4% of others. Mostly female use the Atlas Bicycle
because they are easy and handy to use and they are safe as well. The bicycles are not equipped
with highly extensive features; instead the company provides easy and feasible features in the
bicycle that provides ease to the women riders in the environment. So, it can be said that that the
bicycles are majorly used by females in the society as they find it as a good way of conveyance
for them (Samiee, et. al., 2016). Female like the Atlas brand in the market because they believe
that the bicycles are easy to manage and ride as well. The brand attracts fewer males in the
market because they have settled features which are not highly innovative in the market. The
males are fond of speed while women use it as a source of conveyance due to which there is
difference in the interest. Thus, it should be noted that the company has more female customers
that male customers in the market (Khaniwale 2015).
 How likely is it that you would recommend Atlas Bicycle to a friend or colleague?
This question explains the extent to which the customers present in the environment are likely to
recommend the Atlas Bicycle to other people in the business environment. From the survey,

Consumer Behavior and Marketing Psychology 5
insights were gained that the active promoters who recommend the brand on the scale of 9-10 to
the people are 9% while the passive promoter who recommend the brand to people on the scale
of 7-8 are 52% and the detractors are 39%. From this survey question, it was analysed that the
company is unable to motivate the customers to highly recommend the brand in the target market
(Sherry, and Fischer 2017). There are various brands of bicycle present in the environment that
are attracting the interest of the customers, so it is important for the business to motivate the
customers and make them spread information about the Atlas Bicycle in the business
environment. It should be noted that the company is already highly famous in the market the
customers might not recommend the brand to the people it is already the first choice of people in
the market. However, still the net promoter score of the company is negative (-30) (Bacik,
Gavurova, and Fedorko 2015).
 Overall, how satisfied or dissatisfied are you with the brand?
This question evaluates the satisfaction level of the customer from the Atlas Bicycles in the
business environment. The survey represented that 17.39% participants showed high level of
satisfaction from the bicycles of the company while 61% participants were somewhat satisfied.
13% participants were neutral on both the sides while 8.7% of customers were dissatisfied from
the product. Most of the customers showed interest in the Atlas Bicycle and were satisfied from
the products offered by the company but it is important from them to increase their level of
satisfaction in the market. Through the survey analysis, it was found out that the company is able
to satisfy only 80% of the customers while other 20% of participants are dissatisfied from the
products offered by Atlas. It should be noted that it is important for every manufacturing
organization to deliver products that matches to the expectation of the customers in the market
and satisfies them to the maximum extent. The company Atlas need to improve their marketing

Consumer Behavior and Marketing Psychology 6
activities to find out that what are the factors that are causing distress among the customers in the
target market (Eisend 2015).
 Which of the following words would you use to describe Atlas Bicycle? Select all that
apply.
Under this question, the company wanted to know that what is the perception of the customers
regarding the products of the company Atlas. The choice was given to the customers between the
words that are reliable, high quality, useful, unique, good value for money, overpriced,
impractical, ineffective, poor quality and unreliable. 4% respondents voted that the bicycles of
the company are unreliable and of poor quality. While 8.70 proportions of respondents believed
that the products of the company are ineffective, impractical and overpriced. 35% respondents
said that the products are good against the value for money and 21% respondents said that the
Atlas Bicycles are unique. Around 43% respondents expressed that the company serve high
quality products in the market and 26% said that they are reliable as well. So, it can be said the
overall response of the customer was good but there are few customers in the market who are
dissatisfied with the products offered in the target market. It is important for the company to
consider the interest of such customers in the market and satisfy them by providing adequate
services in the market (Fetscherin, and Heinrich 2015).
 How well does Atlas meet your needs?

Consumer Behavior and Marketing Psychology 7
This question from the survey clearly asks the customers to rate the product in the market and
show that how well did the company managed to meet the needs of the customers in the target
market. 13% of the customers showed that they are extremely satisfied from the products of
Atlas in the market while 57% stated that their level of satisfaction matches to the word very
well. 21% of the customers stated that they are satisfied in the market to some extent. 4%
participants said they are not so well and not at all satisfied from the products and services of
Atlas present in the market. It should be noted that the some people get dissatisfied from the
products in the market when they are unable to achieve their fitness goal. Like, a person
purchasing bicycle for getting slim will get dissatisfied from the product if they will not get slim
(Kuvykaitė, and Tarutė 2015). So, the company cannot increase the satisfaction level of this type
of people present in the market.
 How would you rate the quality of the product?
The question evaluates the perception of the people regarding the quality of product in the
market. This survey question is entirely based on the fact that whether the products of Atlas are
good or not. Only few customers said that the quality of Atlas Bicycle is very high (4%), while
74% respondents said that the products of the company are highly efficient. 17% participants
showed neutral response while the remaining share expressed Atlas Bicycles as very low quality.
The fact should be noted that it is most important for the organization to look after the

Consumer Behavior and Marketing Psychology 8
expectation of the client and matches their products with them in order to increase the client
satisfaction from very high to extremely high (Sigurdsson, Larsen, and Menon 2016).
 How would you rate the value for money of the bicycle?
The value for money of the bicycle explains that whether the customers believe that the money
invested for the product is adequate according to the quality of the product provided by the
company. This question explains the viewpoint of the customers regarding the money invested
by them to purchase the bicycle from Atlas Company. Maximum number of people rated the
value for money as above average (43.48%) while17.39% respondents said that it was excellent.
30% participants expressed their opinion as average while 4% respondents remarked it as poor
and below average. The fact should be noted that it is crucial for the company to find out that the
mind-set of the customer regarding the purchase of bicycles in the market. This question will
provide the idea to the company amount their pricing strategy and what customers believe about
it (Ashaduzzaman, Hoque, and Mahbub 2018).
 How long have you been a customer of Atlas Bicycle?
This survey question explains information about the customers of the company that when they
have purchased the bicycles from Atlas Company. The survey included different types of people
who can provide adequate information about their expectation from the company. 17%

Consumer Behavior and Marketing Psychology 9
participants expressed that it was their first purchase, 22% customers were six months old, and
13% respondents were six months to one year old. 26% participants were 1-2 year old customers
of the company. 17% respondents were a partner of the company for 3 years or more. And lastly,
one customer was gifted the bicycle in the environment (Ul Zia, and Sohail 2016).
 How well our service was able to meet your needs?
This question helped the company Atlas in understanding that what does the customers think
about the services offered by the company and their services useful to them or not. 52%
respondents said that the services of the company are likely to resolve the queries of the
customers while 26% said that they are extremely reliable. 17% respondents showed a neutral
interest while one person said that the services were not up to the mark. So, it should be noted
that from the response of the customers it is clear to understand that the service provided by the
company are efficient and out of 23 respondents there is only one person who said that the
services of Atlas is unlikely.

Consumer Behavior and Marketing Psychology 10
Reference List
Ashaduzzaman, M., Hoque, I. and Mahbub, F., 2018. Factors Influencing Bike Purchase
Decisions: A Study of Consumers in Bangladesh. South Asian Journal of Management, 25(1).
Bacik, R., Gavurova, B. and Fedorko, I., 2015. The analysis of the impact of selected marketing
communication factors on the online consumer behavior. Journal of Applied Economic
Sciences, 10(7), pp.999-1004.
Eisend, M., 2015. Have we progressed marketing knowledge? A meta-meta-analysis of effect
sizes in marketing research. Journal of Marketing, 79(3), pp.23-40.
Fetscherin, M. and Heinrich, D., 2015. Consumer brand relationships research: A bibliometric
citation meta-analysis. Journal of Business Research, 68(2), pp.380-390.
Khaniwale, M., 2015. Consumer buying behavior. International Journal of innovation and
scientific research, 14(2), pp.278-286.
Kuvykaitė, R. and Tarutė, A., 2015. A critical analysis of consumer engagement
dimensionality. Procedia-Social and Behavioral Sciences, 213, pp.654-658.
Samiee, S., Leonidou, L.C., Aykol, B., Stöttinger, B. and Christodoulides, P., 2016. Fifty years
of empirical research on country-of-origin effects on consumer behavior: A meta-analysis.
In Rediscovering the Essentiality of Marketing (pp. 505-510). Springer, Cham.
Shen, B., Tai, L. and Liu, D., 2015. The Influence of Sharing Evaluation Information on
Consumer Buying Behavior in Social Commerce. International Journal of u-and e-Service,
Science and Technology, 8(6), pp.117-134.
Sherry, J.F. and Fischer, E.M. eds., 2017. Contemporary Consumer Culture Theory. Taylor &
Francis.

Consumer Behavior and Marketing Psychology 11
Sigurdsson, V., Larsen, N.M. and Menon, R.V., 2016. Behavior analysis of online consumer
behavior. The Routledge companion to consumer behavior analysis, pp.51-64.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). London: Pearson.
Ul Zia, N. and Sohail, M., 2016. Factors effecting consumer brand preferences in automobile
industry. Singaporean Journal of Business, Economics and Management Studies, 51(3814),
pp.1-11.

Consumer Behavior and Marketing Psychology 12
Appendices
1.
2.

Consumer Behavior and Marketing Psychology 13
3.
4.

Consumer Behavior and Marketing Psychology 14
5.
6.

Consumer Behavior and Marketing Psychology 15
7.
8.

Consumer Behavior and Marketing Psychology 16
9.
10.