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

Consumer Behavior and Marketing Psychology 2
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

Consumer Behavior and Marketing Psychology 3
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.