Consumer Behaviour and Marketing Psychology - Project

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey...........................................................................................................3
Administration process...............................................................................................................4
Analysis of data..........................................................................................................................5
Key findings.............................................................................................................................14
Reference List..........................................................................................................................16
Appendices...............................................................................................................................17

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The research project solves the purpose of analysing the different kinds of factors
such as the cultural factors, lifestyle behaviours, motivation by families and friends,
consumers’ perceptions and attitudes, etc. that are associated with the influence of
consumers’ buying behaviours and purchasing decisions. The main purpose also denotes
significance of the benefits that could be drawn by using the skin care product, i.e., Pears
Soap and with their needs and preferences fulfilled, they are also influenced to make
purchases consistently from the brand too (Inoue and Kent 2014).
Development of a survey
The objectives of the research and its related questions are as follows:
Research objectives Research questions
To critically analyse the different factors
that are considered by the clients as
effective for influencing their buying
behaviours
How could the different factors associated
with the influence of consumers’ buying
behaviours be analysed?
To assess various features of the product,
i.e., Pears Soap and how this could
encourage the decision making process
What are the benefits that could be attained
by using the product?
To evaluate the probable benefits acquired
by using the skin care product
How effective the skin care product, i.e.,
Pears Soap has been in terms of client
satisfaction?
To recommend the most effective
approaches that are required to be managed
by the brand for enhancing its outreach to
How could the brand extend its outreach to
market segments and influence customers?

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
markets and influence the clients’
purchasing behaviours
Administration process
The entire administration process represents the way sampling process has been done
and also the procedure of data collection. The sampling technique revolving around the
random selection has helped the researcher to acquire relevant data and information in the
form of responses of the customers hat are further analysed with the help of Survey Monkey
Tool (Mandel et al. 2017). The random selection of participants has been possible with the
help of using the random sampling technique, which ensured consideration of a smaller size
of samples among a he number of people, considered as samples for the survey process. The
respondents were then made aware of the purpose of research and sent with the survey
questionnaires consisting of several questions that the customers responded to without any
bias (Rani 2014). These responses were considered as quantitative data, which also
maintained the ethicality, authenticity and reliability of the data and information too. This
could be done by sending the questionnaires via emails, Whatsapp, etc (Lantos 2015). On the
other hand, the responses of managers of the organisation who were asked with few questions
related to the research topic were acquired by considering the non-probability convenient
sampling method. The non-probability convenience sampling has allowed the researcher to
set a suitable time for the managers to provide their views and opinions amongst their busy
schedule (Gunter and Furnham 2014).
The sample size has been selected as 15 respondents who were provided with survey
questionnaires and part of the random probability sampling method and the two managers
were those samples from whom the qualitative data has been acquired (Sen, Du and
Bhattacharya 2016).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Survey questions:
1. Please mention your gender
2. Do you believe that the eternal sources and family influences have made you
acknowledged about the skin care product, i.e., Pears Soap?
3. To what extent do you agree to the fact that product allows you to keep your skin
cleaner and healthier?
4. What is the most important feature of the product that has encouraged you to make
purchasing decisions for Pears soap?
5. Do you agree that the cultural values and beliefs and positive perceptions influence
the buying behaviours of consumers largely?
6. Does the alternatives of the skin care product fare well, when compared to the Pears
soap made available in the market?
7. The purchasing methods and product’s accessibility options influence the process of
decision making for the consumers
8. The post purchase behaviours for the products have been managed properly by the
company through effective customers’ services delivery
9. To what extent do you agree that the pricing structure for the Pears soap product
influenced the consumers’ buying behaviours and purchase making decisions
10. The social media platforms’ usage and word of mouth promotions are also considered
as major factors that contribute to the encouragement of purchasing decisions by
clients?
Analysis of data
Please mention your gender

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Male
40.00%
6
–
Female
60.00%
9
TOTAL 15
Do you believe that the eternal sources and family influences have made you
acknowledged about the skin care product, i.e., Pears Soap?

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Very likely
33.33%
5
–
Likely
33.33%
5
–
Neither likely nor unlikely
6.67%
1
–
Unlikely
20.00%
3
–
Very unlikely
6.67%
1
TOTAL 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
To what extent do you agree to the fact that product allows you to keep your skin
cleaner and healthier?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
13.33%
2
–
Agree
33.33%
5
–
Neither agree nor disagree
33.33%
5
–
Disagree
6.67%
1
–
Strongly disagree
13.33%
2
TOTAL 15