Consumer Behaviour and Marketing Psychology

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

1
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

2
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

3
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

4
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.

5
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%