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 processes...........................................................................................................3
Data Analysis.............................................................................................................................4
Key Findings..............................................................................................................................9
Reference List............................................................................................................................9
Appendices...............................................................................................................................10

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The actual purpose of doing the research is to evaluate the findings based on
consumer behaviours and marketing psychology with the comparison between Apple iPhone
8 and iPhone 6. Considering the first assignment, the topic will illustrate about how the latest
iPhone, iPhone 8 fares much better in terms of features and functionality when compared to
the iPhone 6. The assignment will also shed light on the different kinds of factors and eternal
influences that have encouraged the consumers to make purchases from the company such as
the perceptions for the brand, individual lifestyle choices, attitudes, culture, family influences
and cultural aspects too (Mullen and Johnson 2013). The Survey Monkey tool will be applied
here for making sure that the analysis of data and information is done correctly and the results
are interpreted, furthermore ensure drawing good outcomes related to consumer behaviours
influence for the purchase of iPhone 8 when compared to Apple iPhone 6 (Apple.com 2019).
Development of a survey instrument
1. Do you own the Apple iPhone 6 or iPhone8?
2. To what extent do you think that the perceptions consumers have on the brand are
associated with the influence on consumers regarding their purchase and selection of
either iPhone 8 or iPhone 6?
3. The consideration of price is an integral factor that often encourages individuals to
make purchase based on their selection among iPhone 8 and iPhone 6 by Apple
4. The hexa core processor and 2 GB RAM present in iPhone 8 fare much well above
the Dual core processor and 1 GB RAM in Apple iPhone 6
5. The picture resolution for Apple iPhone 8 is much higher when compared to iPhone 6
6. Apple iPhone 8 boosts of 7 MP front camera that delivers exceptional quality images
when compared to the 1.2 MP front camera present in Apple iPhone6

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
7. The enhanced features present in the iPhones have enabled motivation and influenced
selection of choices between the alternatives available, i.e., Apple iPhone 6 and Apple
iPhone 8
8. Apple iPhone, being considered as a premium category smart phone, has encouraged
the consumers to make a decisions regarding purchase based on their lifestyles and
attitudes
9. The positive word of mouth promotions managed through exchange and share of
information about the two products has also influenced the customers to make the best
choice
10. The corporate culture considers values and beliefs, which can help in catering the
needs of people and influence their decisions made while making selection among the
two, i.e., Apple iPhone 6 and iPhone 8 before purchasing
Administration processes
Based on the data and information to be analysed, the process of administration is
dependent upon the sampling methods selected and the way by which data has been
collected. Considering requirement for both primary and secondary data, the probability
sampling enables usage of random selection procedure for selection of samples randomly.
This allows for selection of respondents from a population with chances of equal probability
while being chosen (Etikan, Musa and Alkassim 2016). It has been done for collecting
quantitative data through distribution of survey questionnaires to the respondents selected on
the basis of random sampling. The qualitative data has been collected through interviews held
with the managers, based on the time that is convenient for them to provide their views and
opinions (Cleary, Horsfall and Hayter 2014). The secondary sources include the websites,
journals, articles and newspapers that comprise of information and are considered as
secondary data.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Data Analysis
Do you own the Apple iPhone 6 or iPhone8?
ANSWER CHOICES– RESPONSES–
–
iPhone 8
46.67%
7
–
iPhone 6
26.67%
4
–
None of these
26.67%
4
TOTAL 15
Analysis
According to the results of the survey, out of the 15 respondents, the majority, i.e., 7
of them own iPhone 8 while 4 of them bought iPhone 6 and the remaining four do not possess
any of this smart phones by Apple.
To what extent do you think that the perceptions consumers have on the brand are
associated with the influence on consumers regarding their purchase and selection of
either iPhone 8 or iPhone 6?
ANSWER CHOICES– RESPONSES–
–
Strongly approve
53.33%
8
–
Approve
20.00%
3

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Neither approve nor disapprove
20.00%
3
–
Disapprove
6.67%
1
–
Strongly disapprove
0.00%
0
Total Respondents: 15
Analysis
According to the findings of the survey, the majority of responses is positive, i.e., 11
among the total of 15 respondents have reacted positively to the statement while only one out
of the 15 respondents disapproved in the context. Out of the total number of respondents,
only 3 of them were neutral in their responses and neither approved or disapproved to the
context (Stephen 2016).
The consideration of price is an integral factor that often encourages individuals to
make purchase based on their selection among iPhone 8 and iPhone 6 by Apple
ANSWER CHOICES– RESPONSES–
–
Strongly agree
13.33%
2
–
Agree
40.00%
6
– 13.33%