Consumer Behaviour and Marketing Psychology - Doc

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Added on 2021-02-22

Consumer Behaviour and Marketing Psychology - Doc

Added on 2021-02-22

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CONSUMER BEHAVIOURAND MARKETINGPSYCHOLOGY

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1PURPOSE........................................................................................................................................1DEVELOPMENT OF SURVEY INSTRUMENT..........................................................................1QUESTIONNAIRE.........................................................................................................................2PARTICIPATION AND DATA GATHERED...............................................................................3DATA ANALYSIS..........................................................................................................................4KEY FINDINGS..............................................................................................................................6REFERENCES................................................................................................................................8APPENDIX......................................................................................................................................9

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INTRODUCTIONConsumer behaviour can be defined as a study which helps in studying they way aconsumer or customer feel ,take decisions, think of the particular brand, their products,marketing strategies etc. and based on this they analyse consumer's perception towardscompanies brand name, products and services (Bentley, Daskalova and White, 2017). It is quiteimportant for organisation to study their customers or consumers behaviour because only on thebasis of this companies can create their marketing strategies as well as bring improvement withintheir products or services (James, 2019). This assignment will lay emphasis on Toyota CamryHybrid 2014 Model and and customers perception towards it. It will be done with the help ofSurvey monkey tool where respondents will be asked to fill a questionnaire so that data can begathered. PURPOSEThe main purpose of this assignment is to understand customers perception, theirbehaviour towards a product or a company. Not only this it will also help in identifying all thefactors that can influence or affect their perception or thinking towards a product or a companywhich might affect their decision making (Herreid and et.al., 2016). This purpose will be fulfilledwith the help of a survey which will consist of a questionnaire with 10 questions and 15respondents who are currently using this product will be asked to fill this form. After this datacollected through the answers of all the 15 respondents will be analysed and a graphicalrepresentation will seen individually of each question separately. DEVELOPMENT OF SURVEY INSTRUMENTSurvey monkey is an online survey tool which is developed by a Software as a ServiceCloud based company. It provide its users with free, customisable surveys with various otherservices such as data analysis, eliminate biased answers as well as with data representation tool(Quek and Wang, 2017). Other than providing free surveys to individual users they also providepaid service to its users as well where users need to pay additional charges in order to avail allthe features of the survey money tool, they also provide an option of conducting a survey at largescale for bigger organisations so that they can manage their customers needs, requirements,feedbacks etc. Other than this organisations can use it for marketing and brand management aswell. One of the best feature of this survey monkey tool is that it provides a graphicalrepresentation of all the survey questions as well as of complete survey (De Vaus, 2016). With1

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the help of this graphical representation users can easily identify how users answers as well as italso helps in identifying how many questions were skipped by the users. It is one of the bestsurvey tool with a smooth interface (Larson and et.al., 2015). Another good feature of this tool isthat if the user does not have enough respondents then they can even buy participants who willfill out the survey which helps the user to collect all the required data in order to be analysedefficiently. QUESTIONNAIREProduct: Toyota Camry Hybrid 2014 ModelRespondents: 15 participants who filled this questionnaire that consist of 10 questions.1.How is the fuel efficiency of Toyota Camry Hybrid?◦Good◦Average ◦Bad◦No idea2.How is the sitting comfort level of Toyota Camry Hybrid 2014 Model?◦Comfortable seats◦Flat sports seats3.How many people can in Toyota Camry Hybrid 2014 Model?◦5 seater◦4 seater◦7 seater4.What is the horse power of Toyota Camry?◦140 Hp◦156 Hp◦240 Hp◦No idea5.Is Toyota Camry Hybrid 2014 Model a family car or not?◦Yes◦No◦Maybe6.Does it have safety features like Airbags?2

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