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

1CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................4
Data analysis..............................................................................................................................4
Key findings...............................................................................................................................4
References list............................................................................................................................8
Appendices.................................................................................................................................9

2CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The purpose of the survey analysis is done to focus on the various forces or factors
that have influenced the consumer buying behaviours regarding purchases of Apple I Phone.
The purpose of this survey is to draw information and data based on the responses to be
acquired by analysing the responses provided in the survey questionnaire, furthermore ensure
meeting the goals and objectives of business as well as the research that will be conducted
perfectly (Mullen and Johnson 2013). The survey monkey tool will be used for the purpose of
analysing the data and information while few theories and relevant concepts related to the
consumer buying behaviours will also be demonstrated in this report to draw good
conclusions in the end (He and Lai 2014).
Goals and objectives
 To identify the impacts that are created on the consumer buying behaviours and
purchasing decisions by cultural influences, lifestyle behaviours, attitudes, perception
towards the brand
 To evaluate various approaches that are used for marketing of Apple I Phone and
influence the decisions made regarding purchases by the consumers
 To assess the consumer perception towards the brand and motivation that have been
critical to the success of managing consumer buying behaviours and decisions while
purchasing
 To recommend various measures needed to ensure that consumers gain positive mind
sets bout Apple I Phone and are influenced to make purchases from the brand
consistently.
Development of a survey instrument
Survey questionnaire
1. Do you own an Apple I Phone till now?
2. Does the features and quality of Apple I Phone manage to fulfil your requirements
and meet your expectations?
3. The cultural influences and social behaviours often influence the consumer buying
decisions regarding purchase of Apple I Phone
4. The family is a major target during the management of marketing of the specific
product mentioned here, i.e., Apple I Phone

3CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
5. The changing behaviours and lifestyle habits of people in Australia have also
influenced the consumer decisions regarding purchase of Apple I Phone
6. The perception consumers possess on a specific product like Apple I Phone also
motivates them to remain inclined towards the specific brand and its smart phone
7. Is it true that the Apple I Phone falls under the premium smart phone segment,
which also enables the pricing component to make an impact on the purchasing
behaviours of consumers?
8. Gaining knowledge of consumer behaviours and marketing psychology are also
important driving forces behind successful marketing strategies and approaches
adopted by the business
9. Does the word of mouth promotions and social media involvement facilitate the
marketing activities and to influence consumer buying behaviours while making
purchase of Apple I Phone?
10. The decisions regarding purchase of Apple I Phone are also based on motivation
and encouragement of consumers managed through marketing to make them
acknowledged about the brand and its products
Administration processes
The participants are selected randomly from a heterogeneous group consisting of
large numbers of people with the use of random probability sampling method whereas the
non-probability convenient sampling has been useful for the purpose of drawing data and
information in the form of responses provided by the managers when engaged in the
interview session conducted by the researcher (Boush et al. 2015).
Thus, the sample size has been chosen as 15 customers and 3 managers from whom
quantitative data and qualitative data have been gathered respectively.
Data analysis
With the vast amount of data and information collected, the Survey Monkey tool is
preferred, as it is flexible and offers better usability and convenience in analysing the
statistical data much more easily. It then presents the data findings in the form of graphs,
tables and diagrams that can be easily understood by the researcher for drawing good
outcomes and accomplish the research goals and objectives too (Palinkas et al. 2015). Other
data analysis tools include SPSS tool, which also presents statistical data and information in
table and graphical format for easy understanding by the researcher.

4CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Key findings
Do you own an Apple I Phone till now?
ANSWER CHOICES– RESPONSES–
–
Yes
53.33%
8
–
No
46.67%
7
TOTAL 15
Analysis
From the analysis of the survey results, the majority owns the Apple I Phone, i.e., 8
out of 12 respondents while 7 out of 12 respondents do not have purchased the product.
Does the features and quality of Apple I Phone manage to fulfil your requirements and meet
your expectations?
ANSWER CHOICES– RESPONSES–
–
Very satisfied
20.00%
3
–
Satisfied
40.00%
6
–
Neither satisfied nor dissatisfied
20.00%
3
–
Dissatisfied
20.00%
3
–
Very dissatisfied
6.67%
1
Total Respondents: 15
Analysis

5CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Based on the analysis, it could be understood that 9 out of 15 respondents provided
positive responses regarding the fact that the quality of the smart phone and its features have
contributed to the influence on consumer buying behaviours. 3 out of 15 respondents were
neutral in their responses while 4 out of 15 respondents disagreed to the statement (Etikan,
Musa and Alkassim 2016).
The cultural influences and social behaviours often influence the consumer buying decisions
regarding purchase of Apple I Phone
ANSWER CHOICES– RESPONSES–
–
Strongly agree
13.33%
2
–
Agree
46.67%
7
–
Neither agree nor disagree
26.67%
4
–
Disagree
6.67%
1
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
According to the analysis of findings, 9 out of 15 respondents have agreed that the cultural
aspects and social behaviours often shape consumers perception regarding the brand product
while only 2 out of 15 respondents provided negative responses. In spite of the majority of
positive responses, 4 out of 15 respondents have remained neutral in their responses.
The family is a major target during the management of marketing of the specific product
mentioned here, i.e., Apple I Phone