Consumer Behaviour and Marketing Psychology

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).