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Consumer Behaviour and Marketing Psychology : Assignment

   

Added on  2020-12-09

15 Pages1886 Words366 Views
Consumer Behaviour andMarketing Psychology

Table of ContentsINTRODUCTION...........................................................................................................................3MAIN BODY...................................................................................................................................3Purpose........................................................................................................................................3Development of Survey instrument 325.....................................................................................3Administration Processes............................................................................................................4Administration process....................................................................................................................1Data Analysis..............................................................................................................................1KEY FINDINGS..............................................................................................................................2CONCLUSION ...............................................................................................................................3REFERENCES................................................................................................................................1.........................................................................................................................................................2

INTRODUCTIONConsumer behaviour is the observational activity which is conducted for studyingthe behaviour of consumers in the market area from the time of entrance as well asinitiate the purchasing decision till the final purchase is made. In simple word it can besaid that consumer behaviour is the study of how purchase will make buying decisionand what are the underlying elements which influence decision making. Along with this,marketing psychology related to the manner in that market reflect their customers andcollective emotional state (Schmitt,2011). This report is based on Nescafe which iscoffee product organisation introduced in 1938 and serving their products worldwide.Respective research is going to analyse the behaviour, perception and attitude ofcustomers towards Nescafe by doing proper research. MAIN BODYPurposeMain purpose behind conducting this research is to identifying behaviour ofconsumer towards Nescafe products. It is necessary to analyse consumer behaviourbecause this is complex and every consumer have different attitude towardspurchasing, consumption as well as disposal of product. Development of Survey instrument 325Survey instrument is an tool for consistently applying a scientific protocol so thatdata or information can be gained from selected respondents. In case of social andbehaviour surveys survey instrument is mainly questionnaire which gives a script forpresenting set of questions and options of response. Thus, while conducting a surveyquestionnaire, following are the aspects which are taken in consideration:Perception- Its is a process where an individual choose, organise and interpretthe stimuli. Perception helps in making decisions about any particular concern. Itis mainly influenced by the experience of customers, likes, dislikes, beliefs, etc.Thus, questionnaire should be made focusing on the perception of customersabout Nescafe products.Attitude- It helps in understanding the feeling and tendency of an individualtowards any matter. Thus, a customer with positive attitude have more chance of

buying the product of company. Whereas, a consumer which have a negativeattitude have less chances of liking the product of Nescafe.Motivation- It can be described as a process which drives with in a to realizeleading it to pursue take actions in order to fulfil the respective need. Theseneeds can be understand as a physiological needs, safety, esteem and selfactualisation needs of an individual which motivates them to take certain action.Thus, it is important for the company to understand motivation of consumer inorder to develop a survey questionnaire.Group or individual Differences- Every individual have different nature, beliefsand other differences which influence their buying behaviour. Similarly, whileconsuming a product of Nescafe, it can be analysed that each customer havedifferent preference which affects the buying behaviour of product (Foxall,2014).Thus, while developing a questionnaire for survey, it is important to understandthese differences of individual in order to target them differently. Culture- There are so many cultures that affects the decision making ofcustomers. Some individuals from different culture prefer tea over coffee,however, some people consume coffee on daily basis depending on their culturaldifferences. Thus, in order to target customers of different cultures, it is importantto understand these differences. Hence, while developing survey for Nescafe,culture differences of customers can be taken in consideration.Family and Lifestyle- The mindset of an individual is developed by theirupbringings. Every customer will have a different perception towards thingswhich is highly influenced by their family and lifestyle. Thus, it is important forNescafe to understand psychology of client based on family and lifestyle.Administration ProcessesAdministration procedure within survey ensure that coordination in relation tomaximise the opportunity for strong response of people as well as to gain reliable data.Because without proper data and information it is not possible to gain appropriateoutcomes of the entire survey (Schmitt, 2012). Moreover, process of survey must befollowed so that results can be gained and behaviour of customers towards Nescafe isidentified.

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