Factors Influencing Consumer Behavior: Survey Analysis

Running head: SURVEY ANALYSIS 1
Survey Analysis
Name
Institutional Affiliation

SURVEY ANALYSIS 2
Survey Analysis
Introduction
The study of consumer behavior is critical for all business entities. Generally, life
revolves around humans consuming services and goods. To achieve a competitive
edge, businesses need to understand the process of a consumer purchase decision
(Chhabra, 2018). The knowledge of the consumer psychology will enable business
organizations to develop competitive strategies that will be advantageous to them.
Organizations need to realize that consumers are different in their personality and
therefore in their preferences too. Consumers are also motivated by various factors to
go for the products and services they choose. A study into consumer behavior among
other market elements is therefore inevitable.
Purpose
Many variable factors influence the consumer buying decision for any product in
the market. Consumers behave differently due to these factors. I carried out a market
survey to investigate the factors influencing the consumer behavior. The goal of this
research was to find out how perception, culture, family and lifestyle, motivation,
attitude, and group and individual differences influence the consumer buying decision.
The survey shows that consumers have different tastes and preferences about nestle
and PepsiCo products. The research process is herein discussed as well the summary
and analysis of how the mentioned factors influence consumer behavior.

SURVEY ANALYSIS 3
Development of Survey Instrument
Foremost, the survey instrument used was a questionnaire which contained the
purpose of the survey on the first page. To measure the influence of the variables above
on consumer behavior, an appropriate survey instrument should provide room for
customer opinion (Jipp & Papenfuss, 2011). Additionally, the sample size is of the
essence in coming up with accurate conclusions about the market (Coombes, 2011).
Taking into account the two factors, I developed a questionnaire to gather data for this
survey. Twenty-five participants accessed this questionnaire and gave their feedback.
The questionnaire consisted of open-ended and closed-ended questions that sought to
find out why the customer preferred a particular product. Closed-ended questions aided
in finding out the family background and lifestyle of participants. Also, they helped to
predict their attitudes. Open-ended questions sought the opinions of the customers
which contributed in a deduction of the motivations, differences, perceptions, and
culture. For the validation of this questionnaire, I presented copies of the survey to the
department responsible for the consumer behavior course. The professors in charge
went through the survey carefully to determine whether it addressed the intended goal
adequately. They suggested the addition of interval questions to find out some
important specific information from the participants.
Administration Processes
Households were a more appropriate target for this survey. A convenient sample
was used to gather data for this survey. However, I sought to reach different
households, that is the high-class, the middle-class, and the low-class. The
questionnaire was administered to twenty families and five individuals. I delivered all

SURVEY ANALYSIS 4
questionnaires in person to improve the response rate from the participants. I also
informed each participant of the goal of the survey to find a relevant response from
them. After one day of delivering the questionnaires, I collected the questionnaires back
and recorded a relatively high response rate of 90%. For me to retrieve all the inquiries
back, I sought the helping hand of a friend who helped deliver them and mark the
households. Through this, I managed to retrieve all the questionnaires dispatched.
Data Analysis
In this qualitative research, the primary method of the data analysis was the
identification of themes and dispersion measurement (Grill, 2017). Recording the
responses from the questionnaires marked the process of data analysis. Firstly, I
organized the responses regarding the classes and lifestyle for the households. For the
individuals, the sampling was random, and therefore there was no need to organize
their responses. Secondly, I noted the viewpoints of the respondents concerning each
question. The process if interpretation for these responses took a lot of time because it
is the most critical. A lot of information was extracted from the answer to open-ended
questions. By analyzing the response of participants analytically and logically, I came up
with the themes and trends in consumer behavior. There were similarities in the
responses of individuals and households of the same class. Each household and
individual indicated their lifestyle in their responses.
Notably, the respondents showed that each consumer of any particular product
puts their preferences first even with budget constraints in their purchasing decision.
The research met its goal of seeking a response from individuals as well as households.
No tool of analysis is required for examining the respondent’s opinions. The responses