Consumer Behaviour and Marketing Psychology Assignment PDF

CONSUMER BEHAVIOUR
AND MARKETING
PSYCHOLOGY
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
PURPOSE AND GOAL..................................................................................................................4
SURVEY INSTRUMENT...............................................................................................................4
QUESTIONNAIRE.........................................................................................................................5
PARTICIPANTS AND DATA GATHERED.................................................................................6
ANALYSIS......................................................................................................................................7
Survey Monkey Tool..............................................................................................................7
Data analysis...........................................................................................................................8
KEY FINDINGS............................................................................................................................11
SUMMARY...................................................................................................................................11
REFERENCES..............................................................................................................................13
APPENDICES...............................................................................................................................14
........................................................................................................................................................15
2

INTRODUCTION
It is important to understand consumer’s behaviour and their perception regarding the
brand, products or services as it helps the organization in improving and developing marketing
strategies regarding the same. It also helps the company to understand many things regarding
customers thinking about the services, products provided by the organization (Fisher and et.al.,
2016). Like psychology of customers i.e. what they think, what they prefer, reason behind their
choice, factors that they consider while making decisions, how consumers differentiate between
company’s product and substitute product. All these factors help the firm to made, develop or
improve their marketing plans and strategies respectively. Apple is one of the most renowned
technological company known (Ayre and et.al., 2018). It makes various technological products
used by the consumers and Apple Airpods is one of them. Airpod is one of the best selling
product of Apple in today's date. In this assessment a Survey is conducted where participants are
all Apple Airpod users and using data collected by them analysis is done.
PURPOSE AND GOAL
Consumer behaviour is a study in which it is seen that how a consumer thinks, feel, make
decisions related to a particular brand, products etc. Based on the consumer's perception
marketing strategies are designed keeping in mind the marketing psychology where behaviour
and perception of consumers is seen and analysed (Herreid and et.al., 2016).
The main goal of this Assessment is to understand, evaluate and analyse the key factors
that influence the behaviour of the consumers which affects their purchasing decisions. For this
Assessment a survey will be conducted on 15 participants who will be asked to fill a
questionnaire consisting 10 questions in order to get information regarding consumers,
behaviour, perception regarding Apple Airpod.
This goal will be achieved by conducting a survey on 15 participants and analysing their
responses on survey monkey.
SURVEY INSTRUMENT
For this assessment, survey instrument that will be used is Survey Monkey. This is a
kind of online survey development too that is completely based upon and developed by cloud
based software as a service company (Mahmud and et.al., 2018). This tool provides a paid or free
1

customizable survey as well as a pack that helps in analysing data, customizing, helps in
selection of samples etc. It can be used by large organizations to analyse their customers
feedback, employee feedbacks, brand management and customer focused marketing. This tool
helps in graphical representation of all the survey questions answered by all kinds of respondents
i.e. how many respondents have answered the questions, how many have skipped the questions
etc.
QUESTIONNAIRE
Questionnaire is normally used to gather information from all the participants of the
survey (Zeitz and Hester, 2016). It is used to gather required information from the participants
and analyse it so that required decisions can be made and all the key findings of the survey can
be identified easily. For this survey of Apple Airpods a questionnaire of 10 questions has been
made. This questionnaire is filled by 15 respondents and all the data provided by them is
gathered and analysed with the help of graphical representation of all the questions that are
answered by all the respondents.
 Whether you prefer Airpods or Earpods?
◦ Airpods
◦ Earpods
◦ Both
◦ None of the above
 Whose quality is the best Airpods or Earpods?
◦ Airpods
◦ Earpods
◦ Non of the above
 What do you find comfortable Airpods or Earpods?
◦ Airpods
◦ Earpods
◦ Both
◦ None of the above
 Does Airpods have volume control option or not?
◦ Yes
2

◦ No
 What do you love about Apple Airpods?
◦ Easy way to pair with your Iphone
◦ Easily checkout how much battery life is left
◦ Charge your Airpods with other devices
◦ Pair Airpods with other Androids phones
 What motivates in using Airpods?
◦ Its cool features
◦ User friendly
 What de-motivates in using Airpods?
◦ Optical sensors
◦ Motion accelerometers
◦ Work together to automatically control
 Whether quality of Airpods is good or not?
◦ Good
◦ Average
◦ Bad
 Whether battery life of Airpods is good or not?
◦ Good
◦ Average
◦ Bad
 Whether Airpods can be used while charging or not?
◦ Yes
◦ No
PARTICIPANTS AND DATA GATHERED
This survey is conducted on Apple Airpods because today Apple Airpods are one of the
most important product of Apple in today's date which is used by most of the Apple users today.
Users of Airpods are increasing day by day today. In order to gather the data, major participants
that were focused are all the Apple users. Within this category 15 participant were chosen who
the users of Airpods are. This survey will focus on All the Airpod users. Those users will be
3

asked to fill a questionnaire survey so that their responses can be analysed. Using the data
collected a graphical representation of all the responses of all the questions will be done which
will help in analysing the data collected from all the respondents so that required decisions can
be made.
The data for this survey will be gathered with the help of Survey Monkey tool. Where a
questionnaire will be created and will be filled by all the fifteen respondents. Then the data
gathered will be analysed with the help of this tool and graphical representation of that data done
on Survey Monkey.
ANALYSIS
Survey Monkey Tool
Survey monkey is an online development cloud based software as a service company
which have introduced a Survey monkey tool in order to collect and identify the opinions and
suggestions from large number of people. It allows the company to offer more large scale
enterprises options for the data analysis, brand management, customer and employee feedback
and consumer focused marketing (Brown, 2017). This tool is mainly used for the online survey
in the form of creating the questionnaire which allow the people in acquiring a detailed analysis
in collecting the reviews and ideas of people. Survey Monkey is a heavy hitter of the survey-
making world with a smooth interface. This also helps in buying respondents who will fill out
your survey so that data can be collected and analysed in an efficient manner.
There are some pros of this tool which are user interface of this survey is great which
makes it much easier for users. It is one of the best survey tool that can be used by small scale
companies so that they can conduct a survey distribution and analyse their data in an effective
manner. However, there are many cons of this data such as: If the user want to avail all the
functionalities of the tool then they are all paid and one need to upgrade it in order to avail all the
functionalities of this tool, It isn't a common survey tool which limits its uses, it is one of the
highest paid tool which limits it's free options for the user which makes it almost unusable for the
user (Jensen and et.al., 2018).
4

Data analysis
Data will be analysed by analysing responses of all the participants and the information
provided by them (Barber and Leslie, 2015). All the questions and the data related to it will be
analysed so that all the essential analysis can be done.
1 Response: Whether you prefer Airpods or Earpods
Options Responses
Airpods 10
Earpods 4
Both 1
None of the above 0
ANALYSIS: From the above data it has been analysed that 15 out of 10 users prefer to use
Airpods, 4 prefer to use Earpods and only one prefer to use both Airpods and Earpods. From this
it can be said that more than fifty percent users prefer Airpods which clearly shows its popularity
among users.
2 Response: Whose quality is the best Airpods or Earpods
Options Responses
Airpods 11
Earpods 4
None of the above 0
ANALYSIS: From the above data it has been analysed that 15 out of 11 respondents feel that
quality of Airpods is much better as compared to Earpods and rest four thinks that quality of
Earpods is much better than Airpods.
3 Response: What do you find comfortable Airpods or Earpods
Options Responses
Airpods 12
Earpods 2
5

Both 1
None of the above ????
ANALYSIS: From the above data it has been analysed that 15 out of 12 respondents feel that
Airpods are much more comfortable while using however 2 feels that Earpods are much easier to
be used and one thinks that both of them are easier and comfortable to be used.
4 Response: Does Air pods have volume control option or not
Options Responses
Yes 0
No 15
ANALYSIS: From the above data it has been analysed that 15 out of 0 respondents think that
Airpods have volume button while all 15 thinks that it does not have volume button.
5 response: What do you love about Apple Airpods
Options Responses
Easy way to pair with your
Iphone
5
Easily checkout how much
battery life is left
3
Charge your Airpods with
other devices
2
Pair Airpods with other
Androids phones
5
ANALYSIS: From the above data it has been analysed that all the users love different
functionalities of Airpods. So, it is tough to say that which functionality is liked the most by the
users.
6 Response: What motivates in using Airpods
Options Responses
6

It’s cool features 13
User friendly 2
ANALYSIS: From the above data it has been analysed that 15 out of 13 respondents says that
it’s the cool features of Airpods that motivates them the most to buy it and only 2 of them says
that its user friendliness attracts them.
7 Response: What de-motivates in using Airpods
Options Responses
Optical Sensors 7
Motion accelerometers 5
Work together to automatically
control
3
ANALYSIS: From the above data it has been analysed that all the users have different answers
about the demotivating factors of Airpods but out of all those most common answers are: its
optical sensors, motion accelerometers and last working together to automatically control.
8 Response: Whether quality of Airpods is good or not
Options Responses
Good 10
Average 4
Bad 1
ANALYSIS: From the above data it has been analysed that 15 out of 10 feels that quality of
Airpods is much good and 4 thinks its average whereas 1 thinks it is bad.
9 Response: Whether battery life of Airpods is good or not
Options Responses
Good 10
7

Average 3
Bad 2
ANALYSIS: From the above data it has been analysed that 15 out of 10 says that battery life of
Airpods is good, three says that it is bad while 2 says that it is bad.
10 Response: Whether Airpods can be used while charging or not
Options Responses
Yes 0
No 15
ANALYSIS: From the above data it has been analysed that 15 out of 0 says that Airpods can be
used while charging while all the 15 says that it can be used while charging.
KEY FINDINGS
From the above analysis it can be said that More than 50 percent of participants prefer
Airpods more than Earpods because of following reasons such as: quality of Airpods is much
better then Earpods, participants find them much more comfortable then Earpods, its cool
features, user friendliness, battery life etc. However, there are many other factors that is not liked
by the users such as: Its optical sensors, Motion accelerometers, automatic control, it does not
have a volume control option.
SUMMARY
From the above assessment it has been summarized that the survey tool used for
conducting the survey “Survey Monkey” is a quite effective tool which is used to create and
conduct a survey. In this tool information collected from all the participants of the survey can be
easily be analysed and can be represented graphically. Here a survey on Apple Airpod users had
been conducted where they were asked to fill a questionnaire of 10 questions. All the responses
collected from all the fifteen users were stored and used for graphical representation. Based on
the data collected data analysis and findings are explained above with graphical representation of
all the questions.
8

9

REFERENCES
Books and Journals
Ayre, S., and et.al., 2018. Developing a generic tool to routinely measure the impact of health
libraries. Health Information & Libraries Journal. 35(3). pp.227-245.
Barber, J. and Leslie, G., 2015. A simple education tool for ventricular assist device patients and
their caregivers. Journal of Cardiovascular Nursing. 30(3). pp.E1-E10.
Brown, C.A., 2017. Evaluation of Current Emergency Department Fall Risk Assessment Tools:
Is An Emergency Department Specific Fall Risk Assessment Tool Needed?.
Fisher, M., and et.al., 2016. Evaluating Mobile Survey Tools (MSTs) for field-level monitoring
and data collection: development of a novel evaluation framework, and application to
MSTs for rural water and sanitation monitoring. International journal of environmental
research and public health. 13(9). p.840.
Herreid, C.F., and et.al., 2016. What makes a good case, revisited: the survey monkey tells
all. Journal of College Science Teaching. 46(1). p.60.
Jensen, K., and et.al., 2018. A novel assessment tool for evaluating competence in video-assisted
thoracoscopic surgery lobectomy. Surgical endoscopy. 32(10). pp.4173-4182.
Mahmud, A., and et.al., 2018. Barriers to participation in clinical trials: a physician
survey. Current Oncology. 25(2). p.119.
Zeitz, K. and Hester, P., 2016. Use of a capacity audit tool in a mental health setting. Australian
Health Review. 40(1). pp.82-85.
10

APPENDICES
Graphical representation of the above analysis.
11

12

13

14

15
0 2 4 6 8 10 12 14 16
No
Yes
Illustration 1: Whether Airpods have Volume Control Option or not

16

17

18