Consumer Behavior and Marketing Psychology

Running Head: Consumer Behavior and Marketing Psychology
Consumer
Behavior and
Marketing
Psychology
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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