Consumer Behaviour and Marketing Psychology Assignment PDF
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Added on 2021-01-03
Consumer Behaviour and Marketing Psychology Assignment PDF
Added on 2021-01-03
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CONSUMER BEHAVIOURAND MARKETINGPSYCHOLOGY1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................4PURPOSE AND GOAL..................................................................................................................4SURVEY INSTRUMENT...............................................................................................................4QUESTIONNAIRE.........................................................................................................................5PARTICIPANTS AND DATA GATHERED.................................................................................6ANALYSIS......................................................................................................................................7Survey Monkey Tool..............................................................................................................7Data analysis...........................................................................................................................8KEY FINDINGS............................................................................................................................11SUMMARY...................................................................................................................................11REFERENCES..............................................................................................................................13APPENDICES...............................................................................................................................14........................................................................................................................................................152
INTRODUCTIONIt is important to understand consumer’s behaviour and their perception regarding thebrand, products or services as it helps the organization in improving and developing marketingstrategies regarding the same. It also helps the company to understand many things regardingcustomers 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 theirchoice, factors that they consider while making decisions, how consumers differentiate betweencompany’s product and substitute product. All these factors help the firm to made, develop orimprove their marketing plans and strategies respectively. Apple is one of the most renownedtechnological company known (Ayre and et.al., 2018). It makes various technological productsused by the consumers and Apple Airpods is one of them. Airpod is one of the best sellingproduct of Apple in today's date. In this assessment a Survey is conducted where participants areall Apple Airpod users and using data collected by them analysis is done.PURPOSE AND GOALConsumer behaviour is a study in which it is seen that how a consumer thinks, feel, makedecisions related to a particular brand, products etc. Based on the consumer's perceptionmarketing strategies are designed keeping in mind the marketing psychology where behaviourand 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 factorsthat influence the behaviour of the consumers which affects their purchasing decisions. For thisAssessment a survey will be conducted on 15 participants who will be asked to fill aquestionnaire 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 theirresponses on survey monkey. SURVEY INSTRUMENTFor this assessment, survey instrument that will be used is Survey Monkey. This is akind of online survey development too that is completely based upon and developed by cloudbased software as a service company (Mahmud and et.al., 2018). This tool provides a paid or free1
customizable survey as well as a pack that helps in analysing data, customizing, helps inselection of samples etc. It can be used by large organizations to analyse their customersfeedback, employee feedbacks, brand management and customer focused marketing. This toolhelps in graphical representation of all the survey questions answered by all kinds of respondentsi.e. how many respondents have answered the questions, how many have skipped the questionsetc. QUESTIONNAIREQuestionnaire is normally used to gather information from all the participants of thesurvey (Zeitz and Hester, 2016). It is used to gather required information from the participantsand analyse it so that required decisions can be made and all the key findings of the survey canbe identified easily. For this survey of Apple Airpods a questionnaire of 10 questions has beenmade. This questionnaire is filled by 15 respondents and all the data provided by them isgathered and analysed with the help of graphical representation of all the questions that areanswered by all the respondents. Whether you prefer Airpods or Earpods?◦Airpods◦Earpods◦Both◦None of the aboveWhose quality is the best Airpods or Earpods?◦Airpods◦Earpods◦Non of the aboveWhat do you find comfortable Airpods or Earpods?◦Airpods◦Earpods◦Both◦None of the aboveDoes Airpods have volume control option or not?◦Yes2
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