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

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration process...............................................................................................................4
Key findings.............................................................................................................................15
Reference list............................................................................................................................16
Appendices...............................................................................................................................18

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The purpose of the assignment is to conduct an analysis of survey sample and
understand the concepts of consumer behaviour and marketing psychology. It will include
development of 10 questions related to the forces that have driven consumer behaviours such
as perception that consumers have for the brand, motivation, attitudes and behaviours,
culture, individual differences, family as well as lifestyle habits. All these driving forces of
consumer behaviours also influence them to make decisions regarding purchase of the
product, i.e., Apple I phone (Simmonds and Spence 2017).
Goals or objectives
 To identify the forces that have driven influence on consumer buying behaviours
purchasing decisions
 To evaluate various approaches of marketing required to influence consumer
behaviour and psychology
 To assess the probable impacts created on the purchasing decisions and behaviours
through word of mouth promotions and based on the lifestyle attitudes and behaviours
 To recommend necessary measures for influencing consumer buying behaviours and
improve the marketing techniques’ efficiency
Development of a survey instrument
The survey will be conducted with the development of a survey with the use of
Survey Monkey tool and it will include 10 questions related to the driving forces that
influence consumer buying behaviours and purchasing decisions too. The survey should also
include a minimum of 25 people, who would be allowed to provide their responses and must
be recorded as quantitative data considering the analysis that could be done (Tingchi Liu et
al. 2013).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Questionnaire
1. The cultural, social, individual and physiological factors are responsible for
influencing the consumer buying decisions while making purchase of Apple I phone
2. Does the recognition of needs and search for information about the Apple I phone
contribute to the consumer purchasing behaviour and evaluation of alternatives?
3. Is it true that the post purchase behaviours also ensure fulfilment of self-esteem and
self-actualisation needs and influence consumers to make purchase decisions in the
future as well?
4. The customers gather information about the smart phone and then examine whether
their needs and preferences will be met or not before making a purchasing decision
5. The promotions of the smart phone done by using magazines, newspapers, articles
and websites as part of the marketing strategy by Apple also influenced the
consumers’ purchasing behaviours and decisions
6. The consumers have evaluated multiple alternatives before making a purchasing
decision, which has been based on their interest, needs and capacity of spending
7. The perceptions that consumers do possess for the brand also encouraged them make
purchases of the smart phone on a positive note
8. The marketing of the smart phone by making the customers easily access the product
online has also influenced their behaviours regarding purchase of the smart phone
9. The word of mouth promotions spread positivity of the product, which has been
another driving force of consumer buying behaviours
10. Based on the lifestyle behaviours, attitudes and the cultural background, the
customers often seem to get influenced while making purchase of the smart phone
from Apple

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Administration process
Selection of participants
The survey questionnaires are distributed to the respondents who have been selected
randomly from a large group of individuals who showed interest in taking part in the survey
process. The random probability sampling method has been helpful for selecting respondents
randomly while the non-probability sampling technique allowed to set a convenient time for
the managers to take part in the interview where they provided their responses and opinions
to the questions asked by the researcher (do Paço et al. 2013). Being a primary research, both
qualitative and quantitative data and information are required and thus random probability
sampling and non-probability convenient sampling technique have contributed to the
collection of both quantitative and qualitative data respectively. The sample size has been
chosen as 25 customers and 2 managers of the organisation (Rani 2014).
Collection of data
For the purpose of collecting quantitative data and information, the survey
questionnaire has been distributed to the respondents who provided their useful views and
opinions regarding the driving forces of consumer buying behaviours and decision making
regarding purchase. Emails were sent to gather the responses of the respondents and these
data and information have been considered as quantitative data whereas the managers were
contacted with during the interview session managed, according to their convenient time
from the busy schedule (Sah and Fugh‐Berman 2013). The responses and views provided by
the managers contributed to the collection of qualitative data and information, which eased
down the ability to conduct research fruitfully.
Data analysis

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The analysis of done is done with the use of Survey Monkey tool, which offers better
flexibility, reliability and manages to deal with huge amounts of data effectively too.
The cultural, social, individual and physiological factors are responsible for influencing
the consumer buying decisions while making purchase of Apple I phone
ANSWER CHOICES– RESPONSES–
–
Strongly agree
60.00%
15
–
Agree
24.00%
6
–
Neither agree nor disagree
8.00%
2
–
Disagree
4.00%
1
–
Strongly disagree
4.00%
1
TOTAL 25
Analysis
Based on the analysis of data, it could be found that over 80 percent of the
respondents have reacted positively, i.e., 21 out of 25 respondents while the lowest has been
recorded in the disagree category. Thus, the negative responses are negligible, thereby, it