Consumer Behaviour and Marketing Psychology

This report analyzes the consumer buying behavior by conducting research on Vegemite. It examines the driving forces of individual behavior that affect the psychology of customers while buying vegemite.

CONSUMER BEHAVIOUR AND
MARKETING PSYCHOLOGY

Contents
Introduction...........................................................................................................................................2
Purpose..................................................................................................................................................2
Development of survey instrument........................................................................................................2
Administration process..........................................................................................................................2
Data analysis.........................................................................................................................................3
Main findings........................................................................................................................................3
Reference...............................................................................................................................................9
Appendix.............................................................................................................................................10

Introduction
This report will analyse the consumer buying behaviour by conducting research on Vegemite.
It is an thick, salty, and black spread made up from leftover of brewer`s yeast. This product is
a gluten-free product and vegetarian product (Mirabi, Akbariyeh, and Tahmasebifard, 2015).
This report will analyse different scope under different head such as purpose of the report,
how development of survey has undertaken. Administration process, what does the data
reflect and lastly what the related findings (Pappas, 2016).
Purpose
The significant purpose of this report is to assess, discover, and examine certain driving
forces of an individual behaviour that affect the psychology of customers while buying
vegemite. A customer undergoes a thinking process, which affects the buying decision of a
customer (Mirabi, Akbariyeh, and Tahmasebifard, 2015). Some of the important factors
considered in the decision making process regarding the goods are age group, taste,
preferences, lifestyle, and demographics which affect the driving forces while purchasing the
products (Pappas, 2016).
Development of survey instrument
As a source of data, this report has been prepared on the basis of primary data collection
under the influence of professor. Our professor has suggested that using monkey survey is the
best tool way to collect and analyse the data. It is an online source of method that has been
developed by the cloud-based software (Fatima, and Lodhi, 2015).
Administration process
There is a huge line of processors that are includes in the support activities of the vegemite
such as finance, human resource, and accounting. In order to have a glimpse of overview of

perception of customers by undertaking 25 respondents to determine the perception of people
regarding the product and their decision making (Fatima, and Lodhi, 2015).
Data analysis
With an aim to imply a deep understanding of the consumer psychology, it is seen that this
report has used a tool named as “questionnaire” that is an important tool to analyse the data.
The questionnaire consists of ten question where it undertakes to ask those questions that can
affect the decision-making (Pappas, 2016). First question has asked for the age, second is
regarding the gender, and third specifies the frequency and tendency to consume vegemite.
Further, it has been enquired that packaging of the product affects the decision-making;
product price is the main component that affect the buying behaviour (Fatima, and Lodhi,
2015). Advertisement is an important component that induce buyers in regards to the
purchasing behaviour. After consuming questions such as did, you really liked the taste, what
actually provides maximum satisfaction to the customers (Biswas, and Roy, 2015).
Sometimes unavailability becomes an issue in regards to purchasing decision (Fatima, and
Lodhi, 2015).
Main findings
(Source: Survey monkey, 2019)
From the above table, it is seen that there are four percent respondents among total 25
respondents who are under 18 years. Thirteen respondents are in between 18 to 24 years, ten
respondents are between 20 to 34 years, and finally 4 percent of responses are among the last
age group that has been considered by the survey is 35 to 44 years (Fatima, and Lodhi, 2015).

(Source: Survey monkey, 2019)
From the above table, it is clearly visible that among total 25 respondents, 36 percent of the
respondents are male, 60 percent of the considered respondent are females, and 4 percent of
the respondents are neither male nor female (Biswas, and Roy, 2015).
(Source: Survey monkey, 2019)
From the above table, it is seen that while seeing at the consumption level of any product,
there are many associated factors such as taste and preferences, how often is the buying
behaviour towards vegemite has increased and why. In the survey, it is seen that 13
respondents out of total 25 consumes moderate level of Vegemite (Biswas, and Roy, 2015).
Forty-four percent of respondents very often and usually consume or buy Vegemite.
Whereas, 4 percent of the respondents consumes vegemite daily (Biswas, and Roy, 2015).
This category falls under the influence of Maslow theory of needs that represents a pyramid
of needs such as safety needs, love and belongingness, esteem needs, and self-actualisation.
In opposite to this, vegemite is a basic things that is used to fulfil the basic food needs with
good nutrition. It is under psychological needs under the basic needs (Biswas, and Roy,
2015).

(Source: Survey monkey, 2019)
From the above data, it is seen that forty four percent of respondents out of the total
respondents consumes Vegemite with wholegrain bread. Nine out of twenty-five respondents
wish to consume vegemite with sourdough breads (Biswas, and Roy, 2015). 20 percent of
total twenty-five respondents consumes vegemite with white bread. Bread is a source of
meeting the hunger, people often use it as a meal in Australia, and wholegrain bread has all
the nutrients. This is why the proportion of consuming wholegrain bread are more (Biswas,
and Roy, 2015).
(Source: Survey monkey, 2019)
From the above table, it is seen that six out of total twenty-five respondents strongly agree
that packaging affect the buying behaviour of the customers (Mirabi, Akbariyeh, and
Tahmasebifard, 2015). Eleven out of total twenty-five respondents agree that packaging has
major impact on the buying behaviour. 28 percent of the total respondents reveals that they
neither agree nor disagree in regards to effect of packaging on purchasing behaviour (Mirabi,
Akbariyeh, and Tahmasebifard, 2015). Two out of total twenty-five respondents reveals that
packaging does not affect the buying behaviour rather other more factors play more important

role in influencing purchasing behaviour of the employees. None of the respondent believes
that packaging does not affect the buying behaviour, which means for all the respondents,
packaging is an important component that affect the decision-making (Mirabi, Akbariyeh,
and Tahmasebifard, 2015).
(Source: Survey monkey, 2019)
From the data analysed through the survey, it is seen that advertisement greatly influence the
purchase decision (Mirabi, Akbariyeh, and Tahmasebifard, 2015). Further, it may be a great
inducement because advertisement affects the buying behaviour due to high influence on
share values, perception, and personal emotional attachment. 28 percent of the total
respondents strongly agrees that advertisement affects the purchasing decision. Further, 28
percent of total respondents agrees and believes that advertisement affects the decisions of a
person (Mirabi, Akbariyeh, and Tahmasebifard, 2015). 24 percent of the employees neither
agree nor disagree to the statement that advertisement affects the decision-making. 20 percent
of respondents disagrees that advertisement affects the decision-making and they says that
there are other more factors that affects the decision making of the customers (Mirabi,
Akbariyeh, and Tahmasebifard, 2015). Advertisement plays a significant role in affecting the
purchasing decision considered by the consumers. It brings a huge shift in the market share in
regards to competitive industries, as there are lot of products in the market and each one is
competitive (Mirabi, Akbariyeh, and Tahmasebifard, 2015). The company has to undertake

attractive and influential marketing campaigns in regards to remind the consumers so that
they will get to know some competitive advantage of the product. Sometimes advertisement
is connected to emotions and it affects the personal values in an positive way with an good
consideration of purchasing pattern of the consumers (Mirabi, Akbariyeh, and
Tahmasebifard, 2015).
(Source: Survey monkey, 2019)
From the analysis above, it is seen that price affects the buying behaviour of the customers.
36 percent of the respondents strongly agrees to the fact that price affects the buying
behaviour (Biswas, and Roy, 2015). Nearly 52 percent of respondents agrees to the fact that
pricing affects the purchasing decisions. Eight percent of the total respondents believe that it
neither agrees nor disagree to the fact that pricing affects the decision-making. None of the
respondents agrees that pricing does not affect the business decisions. Four percent of the
total respondents strong disagree that price affects the purchasing decisions (Biswas, and
Roy, 2015). Economy ic conditions of any buyer will affect his lifestyle and his consumption
too. It is more true in the sense of purchasing vehicles, household appliances and houses.
Positive economic conditions will promote healthy lifestyle, more confidence, and their
willing to engage in more costlier and sophisticated lifestyle (Mirabi, Akbariyeh, and
Tahmasebifard, 2015).

(Source: Survey monkey, 2019)
This table details out that why consumers prefer vegemite and, which factors affects them at
the utmost priority. Some of the factors as perv this table are taste, affordable pricing,
advertisement, and packaging. 56 percent of total respondents agree that taste is the major
reason of the customer preferences. 20 percent of the total respondents agrees that affordable
pricing is the main reason of customer preference (Zekiri, and Hasani, 2015). 16 percent of
the total respondents prefer to consume because the packaging of the product induces them.
For instance- the packaging might satisfy the culture and values and it might have the
favourable content description that favours culture and taste. Eight percent of the total
respondents focuses on advertisements are induced by it (Qalati, Yuan, Iqbal, Hussain, and
Ali, 2019). On the other hand, there are some personal factors too such as likes, morals,
values, dislikes, and priorities. In various dynamic industries such as personal care, fashion,
food, the personal view and opinion of the consumer pertain to purchasing style and these
factors have become the dominant influencing factor (Qalati, Yuan, Iqbal, Hussain, and Ali,
2019).
(Source: Survey monkey, 2019)

Due to its healthy content, it is to compare that whether the vegemite provides higher
satisfaction. 24 percent of total respondents believes that they strongly agrees that vegemite
avails greater satisfaction as compared to other products (Qalati, Yuan, Iqbal, Hussain, and
Ali, 2019). 44 percent of the respondents believe that they agree to the satisfaction level of
this product, which is higher than any other product. 28 percent of respondents believes that
some customers either agrees or disagrees to that satisfaction level of customers is compared
to other products. Lastly, no person strongly disagrees to the fact that vegemite quality is less
than as compared to the other products (Qalati, Yuan, Iqbal, Hussain, and Ali, 2019).
(Source: Survey monkey, 2019)
From the graph above, it is seen that the buying behaviour of vegemite is affected by the
availability in the local market (Nguyen, Jamal, O’Brien, and Nawaz, 2017). Although,
online stores has not at all limited the market. 72 percent of the respondents prefer to buy
vegemite, as it is easily available in the near market. 28 percent of the total respondents do
not buy it because it is consider far from the local markets (Nguyen, Jamal, O’Brien, and
Nawaz, 2017).

Reference
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Fatima, S. and Lodhi, S., 2015. Impact of Advertisement on Buying Behaviours of the
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Available on:
https://www.surveymonkey.com/analyze/cjUIj1Eey1S9Jj8BpLE4wmd1wZSbnN7hEc
2KVYz_2F_2Fv8_3D?tab_clicked=1 [Accessed on 19/05/19]
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Appendix