Consumer Behaviour and Marketing Psychology

This analysis of primary data collected by performing a survey among the consumers helps to understand how pricing, advertising, and customer satisfaction influence consumers' decision-making process. The survey data helps to observe the fact that almost 74% of the consumers have stated the fact that pricing has a strong impact on consumers’ behaviour, while almost 20% of consumers, which means 3 respondents out of 15 have mentioned that this idea is vague and may not be true. The document type is an analysis and the type of assignment is not mentioned. The subject is Consumer Behaviour and Marketing Psychology, the course code and course name are not mentioned. The university is not mentioned.

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
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1CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Summary of the analysis
Primary data collected by performing a survey among the consumers help to learn the
fact that almost 67% of the respondents have mentioned that they have been using the
product items for more than 2 to 4 years, while only 13% of the consumers have mentioned
that they are sin the product for 4 years. Cantallops and Salvi (2014) mentioned that the fact
when a brand is popular in the market, certainly it gain enormous attention from consumers
but gaining consumers’ attention requires enormous effort. In order influence consumers’
decision making towards a brand or influencing consumers’ perspective. For example, the
brand needs to focus on developing the quality of products.
It has been identified that almost 53% of respondents have mentioned the fact that
they consider coupons when it comes to buying a brand, while 6 respondents out of 15 have
stated the fact they consider new arrivals of the product items when it comes to buying a
brand. Thus, it can be mentioned that as the number of competitors are increasing in the
market, existing brands are in the constant pressure of dealing with market competition. Thus,
coupon is one of such marketing strategy that strongly influences consumers to make a
purchase decision. Joshi, and Rahman (2015) mentioned that product saturation is another
significant concern for the marketers. Thus, it is always essential for marketers to drive the
taste and preferences of consumers. So new arrival of product item is one of the significant
marketing area which the brand needs to consider. So, it is worth stating that responses of the
primary data and outcome of the existing papers are quite similar. Consequently, brand needs
to pay attention new product items that can positively create impact on consumers. On the
contrary, Maity and Dass (2014) mentioned that quality of product is another factor that
brand must not forget when it comes to holding customer base or influencing consumers to
make a purchase decision.

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It has been identified that almost 60% of the respondents have mentioned that they are
satisfied with the brand and almost 26% of the respondents have mentioned that they are
highly satisfied with the brand. Rezaei (2015) mentioned the fact that customer satisfaction
widely depends on quality, price, new arrival and some similar marketing approach.
Conversely, Zhang and Kim (2013) mentioned that consumers’ decision depends on several
other approaches related to brand management like how the brand is presented in the market.
Brand management is a constant activity which needs to be maintained on a regular basis.
Brand has to be aware of the fact that market environment in each sector has been dynamic
and consumers’ taste and preferences are rapidly changing. On the basis of the factor, brand’s
strategy has to be developed and organized. Brand needs to understand the market
characteristics and according to the market characteristics, customer management strategies
have to be developed. Moreover, organization should depend on short-term and long-term
marketing strategies.
Survey data helps to observe the fact that almost 74% of the consumers have stated
the fact that pricing has a strong impact on consumers’ behaviour, while almost 20% of
consumers, which means 3 respondents out of 15 have mentioned that this idea is vague and
may not be true. However, to analyse this context, if the outcome and existing papers and
theoretical views are considered, it can be stated that pricing can certainly affect consumers
‘decision-making when purchasing a product. In this context, Kang, Liu and Kim (2013)
mentioned the fact that pricing strategy is usually developed based on existing marketing
characteristics and the approaches of consumers. This means if the economy of a market is
relatively high, price of products usually remain high, while if the economy of the market or
the country has fluctuation, brands tends to rely on low pricing strategies. However,
organization also depends on other relevant approaches like skimming pricing, competitive
pricing and penetrative pricing strategy. This is certain that when the brand constantly relies

3CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
on low penetrative strategy. Such strategy is usually applied the brand when the brand is most
likely get in the market and establish a large consumer base.
However, it is worth stating that pricing is one of the marketing approaches that hold high
potential to influence consumers and decision making habits of the consumers. On the other
side , it can be mentioned that when the brand is targeting some particular consumers, for
example, in some economically developed market, brand often relies on high end consumer,
thus, the organizations tends to high price for the products. It can be added that understanding
consumers’ decision making is most crucial to profitable growth and especially so in driving
product development or sale and marketing investment decision. Several organisations often
take the decision of spending significant resources to identify consumer needs specifically as
well as early to stay ahead of the competition. Thus, it can be mentioned that consumers
decision making technique has revolved around price, product quality and consumer decision
service. Wee et al. (2014) mentioned that with the advancement in technology, attributes of
product and service have changed and led to changes in the decision-making technique also.
Authors also state the fact that pricing can be defined as the technique of determining the
value which is by an agency in exchange of its products. It can be added that it often acts as a
crucial aspect of generating revenue for the organization. Pricing could also help an
organization to observe a direct impact on its success. Lysonski and Durvasula (2013) also
added the fact that pricing of a product often influenced some crucial factors like
manufacturing cost , competition, conditions of the market, quality of the product. Authors
state the fact that fact while setting the price of its products, requirement to make sure that
price must cover the cost incurred for producing products and profit margins. On the other
side, Lehnert, Park and Singh (2015) mentioned that if the price of the product must cover
instead the financial resources of the firm might exhaust, which would eventually lead to
failure of the business.

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The survey data helps to observe the fact that almost 46.7% of the respondents stated the fact
that they know about the brand from their friends and family, while almost 40% of the
respondents have stated the fact they see the advertisement on social media. This means
consumers’ decision-making process can be influenced by how the brand is presenting itself
in the market. This means advertising is one of the highly significant factor as consumers see
the advertisement of the brand on social media and they collect information about the brand
and eventually they end up making the purchase decision. It can be stated that numerous
number of studies have examined the effectiveness of advertising in the past decades. The
most general advertising effectiveness tend include ad recall, ad recognition and brand
awareness as well as attitude towards and the brand.
According to Cantallops and Salvi (2014), one of the common measures is attitude
toward the ad, click on ad, and ability to recall to estimate purchase decision. It can be added
that advertising, sales promotion and pubic relation are the mass communication tools that are
avoidable to the marketers. Nonetheless, it can be added that technology advances have
strong impact on the brand advertisement because with the help of technology, the brand is
able to reach consumers living in the remote locations, moreover, due to technology
advances, brand is able to promote its products and services in a mass population. It can be
added that when it comes to understanding consumer decision making process, it is important
to focus on consumers’ behaviour. For example, when consumers like the brand or its
products they are most likely to refer the brand or they could suggest products and services to
their friends.
The survey carried out among the consumers help to observe the fact that almost 80%
of the consumers have mentioned they have recommend the brand. Thus, it can be added that
customer satisfaction is one of the tip most concern that brand must have address when
approaching consumers about the products and services. Joshi and Rahman (2015) mentioned

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that in the decision making process of consumers, there are certain stages that brand must
have to consider. For example, an individual who purchase the products and services from the
market and hence own personal consumption is called as consumers, and to understand the
complete technique of consume decision-making.
Consumer decision making technique could involve the consumers to identify their needs and
wants and collect information and evaluate the alternative and eventually they end up making
the decisions. Thus, it can be added that consumers’ behaviour could be determined by
economic or psychological factors that are highly influenced by some environmental factors
like social and cultural values. It can be added that consume decision making behaviour is
more of a complex technique and it could involve everything that start from problem
recognition and even the posts purchase activity.

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References
Cantallops, A.S. and Salvi, F., 2014. New consumer behavior: A review of research on
eWOM and hotels. International Journal of Hospitality Management, 36, pp.41-51.
Joshi, Y. and Rahman, Z., 2015. Factors affecting green purchase behaviour and future
research directions. International Strategic management review, 3(1-2), pp.128-143.
Kang, J., Liu, C. and Kim, S.H., 2013. Environmentally sustainable textile and apparel
consumption: the role of consumer knowledge, perceived consumer effectiveness and
perceived personal relevance. International Journal of Consumer Studies, 37(4), pp.442-452.
Lehnert, K., Park, Y.H. and Singh, N., 2015. Research note and review of the empirical
ethical decision-making literature: Boundary conditions and extensions. Journal of Business
Ethics, 129(1), pp.195-219.
Lysonski, S. and Durvasula, S., 2013. Consumer decision making styles in retailing:
evolution of mindsets and psychological impacts. Journal of Consumer Marketing, 30(1),
pp.75-87.
Maity, M. and Dass, M., 2014. Consumer decision-making across modern and traditional
channels: E-commerce, m-commerce, in-store. Decision Support Systems, 61, pp.34-46.
Rezaei, S., 2015. Segmenting consumer decision-making styles (CDMS) toward marketing
practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and
Consumer Services, 22, pp.1-15.
Wee, C.S., Ariff, M.S.B.M., Zakuan, N., Tajudin, M.N.M., Ismail, K. and Ishak, N., 2014.
Consumers perception, purchase intention and actual purchase behavior of organic food
products. Review of Integrative Business and Economics Research, 3(2), p.378.

7CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Zhang, B. and Kim, J.H., 2013. Luxury fashion consumption in China: Factors affecting
attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), pp.68-79.