Consumer Behaviour and Marketing Psychology

This assignment analyzes consumer behaviours and marketing psychology with the use of survey Monkey tool. It focuses on the major forces that have driven the marketing psychology concepts and can influence the consumers’ buying behaviours, furthermore encourage them to make decisions regarding purchase from the company named Woolworths, Australia.

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................4
Data analysis..............................................................................................................................4
Key findings.............................................................................................................................12
References list..........................................................................................................................12
Appendices...............................................................................................................................13

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The assignment is to be done for the purpose of analysing the consumer behaviours
and marketing psychology with the use of survey Monkey tool. The assignment will focus on
the major forces that have driven the marketing psychology concepts and can influence the
consumers’ buying behaviours, furthermore encourage them to make decisions regarding
purchase from the company named Woolworths, Australia (Mullen & Johnson, 2013).
Goals and objectives
 To identify the needs and preferences of the customers that have led to influencing the
purchasing decision for a product from Woolworths, Australia
 To evaluate the various forces that have influenced the positive perceptions that
customers have for a product of Woolworths
 To make assessment of the culture, family, lifestyles, attitudes and behaviours that
have influenced the consumer buying behaviours and purchasing decisions
 To recommend necessary measures and approaches required to manage adaptation of
culture and meet the changing needs of customers, furthermore influence them to
make purchasing decisions
Development of a survey instrument
1. Are you satisfied with the products and services provided by the retail company
Woolworths in Australia?
2. The evaluation of alternatives from the consumer perspective narrow down the
product attributes and influence consumer behaviours
3. Adaptation to the culture by the organisation has helped in responding to the changing
demands and preferences of the customers for Woolworths, Australia
4. Woolworths has managed to communicate the right messages and information about
the products to its customers, which has strengthened relationship between the
business and its customers
5. The cultural values and beliefs of individuals within the marketplace often has driven
consumers’ attitudes and behaviours towards making purchase from Woolworths
6. Do you think that lifestyles that consumers have been adjusted to, also influence their
purchasing behaviours?
7. The management of e-commerce and social media marketing has also influenced the
purchasing decisions made by the customers of Woolworths, Australia

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
8. The fulfilment of psychological needs with the products offered by Woolworths, has
ensured greater level of satisfaction among the customers
9. Does the post purchase decisions also influence the customers to make purchases
again from Woolworths, thereby resulting in commitment and loyalty towards the
brand
10. The positive messages and information about the products of Woolworths spread
through word of mouth promotions also influence the consumer buying decisions
Administration processes
The process of administration considers the sampling techniques used and data
collection procedures. The random probability sampling has enabled selecting a particular
group of respondents in a random manner from a heterogeneous group, i.e., many people
present (Stephen, 2016). The managers were provided with a convenient time so that they can
be present in an interview and deliver solutions to the questions asked by the researcher,
which is the qualitative data. The survey questionnaires were presented to the randomly
selected respondents, who provided their responses, considered as quantitative data, which
should be analysed and interpreted for generating findings (Mathras et al., 2016). The
secondary sources were assessed including journals, articles, documents, newspapers and
websites for drawing secondary data.
Data analysis
Are you satisfied with the products and services provided by the retail company Woolworths
in Australia?
ANSWER CHOICES– RESPONSES–
–
Very satisfied
40.00%
6
–
Satisfied
33.33%
5
–
Neither satisfied nor dissatisfied
6.67%
1
–
Dissatisfied
13.33%
2

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Very dissatisfied
6.67%
1
TOTAL 15
Analysis
Based on the survey result, among the 15 respondents, 11 of them responded
positively and agreed to the statement which has been the majority, whereas the least has
been experienced for the dissatisfied category. Only 3 respondents among the 15 of them
responded negatively and do not believe that the statement is true (Schmitt, 2013).
The evaluation of alternatives from the consumer perspective narrow down the product
attributes and influence consumer behaviours
ANSWER CHOICES– RESPONSES–
–
Very likely
33.33%
5
–
Likely
46.67%
7
–
Neither likely nor unlikely
0.00%
0
–
Unlikely
20.00%
3
–
Very unlikely
0.00%
0
Total Respondents: 15
Analysis
From the analysis results of the table, 12 respondents among the 15 of them,
responded on a positive note while 3 out of 15 respondents did not agree to the statement.
This proved that the positive responses are the majority, which denote that evaluation of
alternatives by customers has influenced their buying behaviours.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Adaptation to the culture by the organisation has helped in responding to the changing
demands and preferences of the customers for Woolworths, Australia
ANSWER CHOICES– RESPONSES–
–
Strongly agree
33.33%
5
–
Agree
26.67%
4
–
Neither agree nor disagree
20.00%
3
–
Disagree
20.00%
3
–
Strongly disagree
0.00%
0
TOTAL 15
Analysis
According to the survey results, 9 out of 15 respondents believe that cultural
adaptation often influences consumer buying behaviours. Though this has been the majority,
a good amount of people, i.e., among the 15 respondents, 3 of them negatively responded
while another 3 people out of 15, did not provide either positive or negative response.
Woolworths has managed to communicate the right messages and information about the
products to its customers, which has strengthened relationship between the business and its
customers
ANSWER CHOICES– RESPONSES–
–
Strongly agree
33.33%
5
–
Agree
26.67%
4
– 0.00%

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Neither agree nor disagree 0
–
Disagree
33.33%
5
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
From the analysis results, among the 15 respondents, 9 respondents contributed to the
positive responses and are satisfied with the messages and information about the products
communicated by the brand. 6 out of 15 respondents provided negative responses and do not
agree to such statement (Tuškej, Golob & Podnar, 2013).
The cultural values and beliefs of individuals within the marketplace often has driven
consumers’ attitudes and behaviours towards making purchase from Woolworths
ANSWER CHOICES– RESPONSES–
–
Strongly agree
28.57%
4
–
Agree
28.57%
4
–
Neither agree nor disagree
7.14%
1
–
Disagree
14.29%
2
–
Strongly disagree
21.43%
3
TOTAL 14
Analysis

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
As it could be seen from the table, 8 of the 15 respondents agreed that cultural values
are essential for influencing purchase decisions while out of 15 of them, only 5 of them fall in
the disagree and strongly disagree category. This represent the majority of positive responses
when compared to the negative responses and thus it is true that the consumers buying
behaviours have been influenced through management of cultural values and beliefs by the
organisation (Schmitt, 2012).
Do you think that lifestyles that consumers have been adjusted to, also influence their
purchasing behaviours?
ANSWER CHOICES– RESPONSES–
–
Extremely familiar
20.00%
3
–
Very familiar
46.67%
7
–
Somewhat familiar
20.00%
3
–
Not so familiar
13.33%
2
–
Not at all familiar
0.00%
0
TOTAL 15
Analysis
According to the analysis results, among the 15 respondents engaged in the survey
process, 10 of them are familiar with the statement and responded positively while only 2 out
of 15 respondents are not familiar. Among the 15 respondents, 3 remained neutral in their
responses and were somewhat familiar, not much like the rest of the respondents who
provided responses.
The management of e-commerce and social media marketing has also influenced the
purchasing decisions made by the customers of Woolworths, Australia

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
38.46%
5
–
Agree
38.46%
5
–
Neither agree nor disagree
0.00%
0
–
Disagree
23.08%
3
–
Strongly disagree
0.00%
0
TOTAL 13
Analysis
From the survey results presented, 10 out of 15 respondents are present in the agree
and strongly agree categories, which show the majority while only 3 respondents provided
negative responses, that do not create much effect on the statement denoting the usefulness of
social media engagement and e-commerce management on buying behaviours’ influence
(Hudson et al., 2016).
The fulfilment of psychological needs with the products offered by Woolworths, has ensured
greater level of satisfaction among the customers
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
3
–
Agree
46.67%
7
–
Neither agree nor disagree
6.67%
1
– 26.67%

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Disagree 4
–
Strongly disagree
0.00%
0
TOTAL 15
Analysis
According To the survey, out of the 15 respondents, 10 of them have presented
positive responses because their psychological needs are met with the offerings of
Woolworths. The majority of responses is positive though among the 15 respondents, 4
people have disagreed to the context and one remained neutral.
Does the post purchase decisions also influence the customers to make purchases again from
Woolworths, thereby resulting in commitment and loyalty towards the brand?
ANSWER CHOICES– RESPONSES–
–
Strongly approve
40.00%
6
–
Approve
26.67%
4
–
Neither approve nor disapprove
20.00%
3
–
Disapprove
13.33%
2
–
Strongly disapprove
0.00%
0
Total Respondents: 15
Analysis
From the analysis results, it could be analysed and interpreted that the majority of
responses are positive, i.e., among the 15 respondents who participated in the research, 10 of

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
them reacted positively while only 2 out of 15 respondents disagree to the statement. 3
respondents neither approved nor disapproved to the statement.
The positive messages and information about the products of Woolworths spread through
word of mouth promotions also influence the consumer buying decisions
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
3
–
Agree
46.67%
7
–
Neither agree nor disagree
13.33%
2
–
Disagree
13.33%
2
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
Based on the responses in the survey process, most of the responses are positive, i.e. 9
respondents among the 15 of them believed that WOM facilitated buying behaviours while
only respondents disagreed to the context, which has been the least (Woolworths.com.au,
2019). Thus, it could be interpreted that positive messages and information have been
circulated, which facilitated word of mouth promotions and influenced the purchasing
decisions made by customers (Fetscherin et al., 2014).
Literature
According to Schmitt (2013), the consumer purchasing decisions are based on
identifying the problems faced, searching for information about the product and whether it
can meet their requirements or not. Then the customers have evaluated alternatives and made
purchasing decisions, furthermore gained positive or negative mind sets about the product
after usage, which influenced them to make purchase again from the specific brand (Albert et

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
al., 2013). The companies have, nowadays, adapted to cultural beliefs and values to cater the
needs of people and even facilitated the marketing tactics by communication information
about the products, which has been facilitated through word of mouth promotions as well,
thus influenced the decision made while purchasing a product or service from the concerned
brand (Tingchi Liu et al., 2013).
Key findings
From the analysis results, it has been successfully evaluated that most of the responses
are positive and it is believed that these driving forces have contributed to influencing the
buying behaviours and purchasing decisions made by the customers (Marchand & Hennig-
Thurau, 2013). The cultural beliefs have been managed, which helped in delivering products
that can match the demands of customers in different market segments whereas the lifestyles
and attitudes of individuals also influence their ability to make purchases (Cohen, Prayag &
Moital, 2014). The marketing activities by the organisation further communicated
information about the products and spread through word of mouth promotion, which further
influenced them to become loyal customers of Woolworths, Australia (Woolworths.com.au,
2019).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
References list
Albert, N., Merunka, D., & Valette-Florence, P. (2013). Brand passion: Antecedents and
consequences. Journal of Business Research, 66(7), 904-909.
Cohen, S. A., Prayag, G., & Moital, M. (2014). Consumer behaviour in tourism: Concepts,
influences and opportunities. Current issues in Tourism, 17(10), 872-909.
Fetscherin, M., Boulanger, M., Gonçalves Filho, C., & Quiroga Souki, G. (2014). The effect
of product category on consumer brand relationships. Journal of Product & Brand
Management, 23(2), 78-89.
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media
interactions on consumer–brand relationships: A three-country study of brand
perceptions and marketing behaviors. International Journal of Research in Marketing,
33(1), 27-41.
Marchand, A., & Hennig-Thurau, T. (2013). Value creation in the video game industry:
Industry economics, consumer benefits, and research opportunities. Journal of
Interactive Marketing, 27(3), 141-157.
Mathras, D., Cohen, A. B., Mandel, N., & Mick, D. G. (2016). The effects of religion on
consumer behavior: A conceptual framework and research agenda. Journal of
Consumer Psychology, 26(2), 298-311.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
Schmitt, B. (2012). The consumer psychology of brands. Journal of consumer Psychology,
22(1), 7-17.
Schmitt, B. (2013). The consumer psychology of customer–brand relationships: Extending
the AA Relationship model. Journal of Consumer Psychology, 23(2), 249-252.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, 17-21.
Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., & Tseng, T. H. (2013). Perceived
benefits, perceived risk, and trust: Influences on consumers' group buying
behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), 225-248.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Tuškej, U., Golob, U., & Podnar, K. (2013). The role of consumer–brand identification in
building brand relationships. Journal of business research, 66(1), 53-59.
Woolworths.com.au. (2019). Retrieved from https://www.woolworths.com.au/

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Appendices
Are you satisfied with the products and services provided by the retail company Woolworths
in Australia?
ANSWER CHOICES– RESPONSES–
–
Very satisfied
40.00%
6
–
Satisfied
33.33%
5
–
Neither satisfied nor dissatisfied
6.67%
1
–
Dissatisfied
13.33%
2
–
Very dissatisfied
6.67%
1
TOTAL 15
The evaluation of alternatives from the consumer perspective narrow down the product
attributes and influence consumer behaviours

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Very likely
33.33%
5
–
Likely
46.67%
7
–
Neither likely nor unlikely
0.00%
0
–
Unlikely
20.00%
3
–
Very unlikely
0.00%
0
Total Respondents: 15
Adaptation to the culture by the organisation has helped in responding to the changing
demands and preferences of the customers for Woolworths, Australia

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
33.33%
5
–
Agree
26.67%
4
–
Neither agree nor disagree
20.00%
3
–
Disagree
20.00%
3
–
Strongly disagree
0.00%
0
TOTAL 15
Woolworths has managed to communicate the right messages and information about the
products to its customers, which has strengthened relationship between the business and its
customers

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
33.33%
5
–
Agree
26.67%
4
–
Neither agree nor disagree
0.00%
0
–
Disagree
33.33%
5
–
Strongly disagree
6.67%
1
TOTAL 15
The cultural values and beliefs of individuals within the marketplace often has driven
consumers’ attitudes and behaviours towards making purchase from Woolworths

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
28.57%
4
–
Agree
28.57%
4
–
Neither agree nor disagree
7.14%
1
–
Disagree
14.29%
2
–
Strongly disagree
21.43%
3
TOTAL 14
Do you think that lifestyles that consumers have been adjusted to, also influence their
purchasing behaviours?

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Extremely familiar
20.00%
3
–
Very familiar
46.67%
7
–
Somewhat familiar
20.00%
3
–
Not so familiar
13.33%
2
–
Not at all familiar
0.00%
0
TOTAL 15
The management of e-commerce and social media marketing has also influenced the
purchasing decisions made by the customers of Woolworths, Australia

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
38.46%
5
–
Agree
38.46%
5
–
Neither agree nor disagree
0.00%
0
–
Disagree
23.08%
3
–
Strongly disagree
0.00%
0
TOTAL 13
The fulfilment of psychological needs with the products offered by Woolworths, has ensured
greater level of satisfaction among the customers

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
3
–
Agree
46.67%
7
–
Neither agree nor disagree
6.67%
1
–
Disagree
26.67%
4
–
Strongly disagree
0.00%
0
TOTAL 15
Does the post purchase decisions also influence the customers to make purchases again from
Woolworths, thereby resulting in commitment and loyalty towards the brand?

22
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly approve
40.00%
6
–
Approve
26.67%
4
–
Neither approve nor disapprove
20.00%
3
–
Disapprove
13.33%
2
–
Strongly disapprove
0.00%
0
Total Respondents: 15
The positive messages and information about the products of Woolworths spread through
word of mouth promotions also influence the consumer buying decisions

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
3
–
Agree
46.67%
7
–
Neither agree nor disagree
13.33%
2
–
Disagree
13.33%
2
–
Strongly disagree
6.67%
1
TOTAL 15