Consumer Behaviour and Marketing Psychology

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.

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

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
could be interpreted that social, individual, cultural beliefs and values contribute to
influencing consumer purchase decisions.
Does the recognition of needs and search for information about the Apple I phone
contribute to the consumer purchasing behaviour and evaluation of alternatives?
ANSWER CHOICES– RESPONSES–
–
Very likely
44.00%
11
–
Likely
48.00%
12
–
Neither likely nor unlikely
8.00%
2
–
Unlikely
0.00%
0
–
Very unlikely
0.00%
0
Total Respondents: 25
Analysis
Based on the analysis, 11 and 12 respondents fall in the ‘agree’ and ‘strongly agree’
category, while there were no negative responses. Only 2 out of 25 respondents remained
neutral and did not provide either positive or negative responses. Thus, it could be analysed

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
and interpreted that understanding their own needs and search for information about the smart
phone should influence buyer behaviours while making purchase.
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?
ANSWER CHOICES– RESPONSES–
–
Yes
72.00%
18
–
No
28.00%
7
TOTAL 25
Analysis
According to the analysis, most of the respondents, i.e., 18 out of 25 believed it to be
true while the remaining respondents, i.e., 7 out of 25 respondents d not believe in the
statement and provided negative responses.
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
ANSWER CHOICES– RESPONSES–
–
Strongly approve
52.00%
13
– 28.00%

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Approve 7
–
Neither approve nor disapprove
4.00%
1
–
Disapprove
8.00%
2
–
Strongly disapprove
8.00%
2
TOTAL 25
Analysis
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.
ANSWER CHOICES– RESPONSES–
–
Strongly agree
52.00%
13
–
Agree
40.00%
10
–
Neither agree nor disagree
8.00%
2
– 0.00%

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Disagree
0
–
Strongly disagree
0.00%
0
TOTAL 25
Analysis
From the analysis, it is understood that the majority of respondents fall in the agree
and strongly agree categories, who believed the statement to be true and evident considering
the efficiency of marketing strategy to create awareness and influence the buying behaviours
of consumers. There were no negative responses to the statement while only 2 out of 25
respondents remained neutral and did not provide any positive or negative views.
The consumers have evaluated multiple alternatives before making a purchasing
decision, which has been based on their interest, needs and capacity of spending
ANSWER CHOICES– RESPONSES–
–
Very likely
56.00%
14
–
Likely
24.00%
6
–
Neither likely nor unlikely
16.00%
4

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Unlikely
0.00%
0
–
Very unlikely
4.00%
1
Total Respondents: 25
The perceptions that consumers do possess for the brand also encouraged them to make
purchases of the smart phone on a positive note
ANSWER CHOICES– RESPONSES–
–
Strongly agree
52.00%
13
–
Agree
24.00%
6
–
Neither agree nor disagree
8.00%
2
–
Disagree
12.00%
3
–
Strongly disagree
4.00%
1
TOTAL 25
Analysis

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Analysis
Based on the analysis of data, it could be interpreted that 13 out of 25 respondents and
6 out of 25 respondents fall in “Strongly agree” and “agree” categories, which represent the
statement to be true and effective. 4 out of 25 disagreed to the statement and thus the positive
responses are quite higher, which also creates positive perceptions among their minds to get
influenced and make purchase.
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
ANSWER CHOICES– RESPONSES–
–
Very likely
48.00%
12
–
Likely
40.00%
10
–
Neither likely nor unlikely
4.00%
1
–
Unlikely
8.00%
2
–
Very unlikely
0.00%
0
Total Respondents: 25

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The word of mouth promotions spread positivity of the product, which has been
another driving force of consumer buying behaviours
ANSWER CHOICES– RESPONSES–
–
Strongly agree
52.00%
13
–
Agree
40.00%
10
–
Neither agree nor disagree
8.00%
2
–
Disagree
0.00%
0
–
Strongly disagree
0.00%
0
TOTAL 25
Analysis
Here also, most of the respondents responded positively which show that people have
discussed and exchanged views and opinions with others, which assisted in overcoming the
weaknesses. The WOM promotions further helped in spreading positive information and
messages to the clients, which influenced their decision making regarding purchase as well.
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
ANSWER CHOICES– RESPONSES–
–
Strongly agree
40.00%
10
–
Agree
36.00%
9
–
Neither agree nor disagree
12.00%
3
–
Disagree
8.00%
2
–
Strongly disagree
4.00%
1
TOTAL 25
Analysis
Based on the analysis of data, 19 out of 25 respondents agreed to the statement while
3 out of 25 do not believe that the lifestyle behaviours, culture and attitudes influence
consumer purchasing decision. 3 out of 25 remained neutral and neither agreed or disagreed
to the context.
Literature section
According to Wells (2014), the driving forces behind influence on consumer
behaviours include the perception of consumers towards he brand, motivation, individual
differences, culture as well as attitudes and behaviours that they possess. The secondary
sources of information and data are assessed to gather appropriate and genuine data,
furthermore reduce the scopes and chances of errors that may be experienced (Wells 2014).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Often cultural values and beliefs are considered as important while implementing a marketing
strategy by the business to ensure production of smart phones that could met their needs and
area of interest too. On the contrary, Raab, Goddard and Unger (2016) stated that the
cognitive consumer behaviour theory can be helpful for identifying the stimuli and
influencing to generate a strong customer base and acquire their responses regarding their
purchase of the smart phone. The word of mouth promotions enable the clients to spread
positive messages and information to the clients, furthermore influenced their buying
behaviours. The lifestyle behaviours and attitudes that the people are habituated to also
influence them to fulfil their self-esteem and self-actualisation needs too (Ashley and Tuten
2015).
Key findings
From the analysis of this survey, it could be illustrated that because of the positive
driving forces, the respondents have responded to the survey questionnaire properly. Most of
the responses are positive, which shows that the company has maintained assurance of
delivering best quality smart phones at reasobable prices. Though there are few negative
response, there are few drawbacks as well such as higher operational costs, manage
efficiency in business, which further denotes management of consumer buying behaviours
and purchasing decisions as well (Pham 2013). The company’s approach to marketing further
assisted in spreading awareness of the smart phone among the individuals, furthermore lead
to attraction of customers and encouraged them to make decisions regarding purchases too.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Reference list
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
pp.15-27.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
do Paço, A., Alves, H., Shiel, C. and Filho, W.L., 2013. Development of a green consumer
behaviour model. International Journal of Consumer Studies, 37(4), pp.414-421.
Pham, M.T., 2013. The seven sins of consumer psychology. Journal of consumer
psychology, 23(4), pp.411-423.
Raab, G., Goddard, G.J. and Unger, A., 2016. The psychology of marketing: Cross-cultural
perspectives. Routledge.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Sah, S. and Fugh‐Berman, A., 2013. Physicians under the influence: social psychology and
industry marketing strategies. The Journal of Law, Medicine & Ethics, 41(3), pp.665-672.
Simmonds, G. and Spence, C., 2017. Thinking inside the box: How seeing products on, or
through, the packaging influences consumer perceptions and purchase behaviour. Food
Quality and Preference, 62, pp.340-351.
Tingchi Liu, M., Brock, J.L., Cheng Shi, G., Chu, R. and 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), pp.225-248.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Wells, V.K., 2014. Behavioural psychology, marketing and consumer behaviour: a literature
review and future research agenda. Journal of Marketing Management, 30(11-12), pp.1119-
1158.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Appendices
The cultural, social, individual and physiological factors are responsible for influencing
the consumer buying decisions while making purchase of Apple I phone
Does the recognition of needs and search for information about the Apple I phone
contribute to the consumer purchasing behaviour and evaluation of alternatives?

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
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?
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

19
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
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
The consumers have evaluated multiple alternatives before making a purchasing
decision, which has been based on their interest, needs and capacity of spending

20
CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The perceptions that consumers do possess for the brand also encouraged them make
purchases of the smart phone on a positive note
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

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The word of mouth promotions spread positivity of the product, which has been
another driving force of consumer buying behaviours
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