Consumer Behaviour and Marketing Psychologies

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
Data analysis..............................................................................................................................7
Key findings.............................................................................................................................16
Reference list............................................................................................................................17
Appendices...............................................................................................................................18

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The research’s purpose has been to critically analyse and understand the various
driving factors associated with the influence of buying patterns and purchasing decisions of
the consumers for the Killer Python candies. The research also has the purpose of making
sure that the various driving forces such as the consumers’ perceptions, attitudes of theirs,
motivation, group as well as individual differences, cultures, family and lifestyle behaviours
that are responsible for keeping the customers influenced and encouraged to make purchases
of the Killer Python candies that are available in the marketplace (Haugtvedt, Herr and
Kardes 2018). Moreover, the research’s purpose has been aligned with the research goals to
ensure that the chosen product or service becomes popular among the customer and they
make purchasing decisions consistently, which is necessary for the business to generate
higher revenue and competitiveness within the concerned industry (Mullen and Johnson
2013).
Development of a survey
The objectives of research are as follows:
 To determine the various key factors that are responsible for acting as driver forces to
purchase making decisions made by the customers
 To critically analyse the different kinds of approaches that have been followed by the
company to make the product popular among the customers
 To assess the probable impacts of perceptions of consumer and their behavioural
styles that attribute to their buying behaviours while purchasing Killer Python candies
 To recommend necessary measures for influencing the buying patterns as well as the
purchasing decisions made by the customers for the Killer Python candies available in
the marketplace

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Research objectives Research questions
To identify the various key factors that have
been related to the purchase making
decisions made by the customers
What are the various factors influencing the
purchasing decisions made by the clients?
To evaluate the various approaches
followed by the company to make the
product popular among the customers
How could the various approaches to raise
awareness among people regarding the
Killer Python candies?
To assess the probable impacts of
perceptions of consumer and their
behavioural styles that attribute to their
buying behaviours while purchasing Killer
Python candies
What are the probable effects of consumer
perceptions and behavioural styles that
encourage customers to remain inclined
towards the Killer Python candies?
To recommend necessary measures for the
encouragement of purchasing decisions
made by the customers while buying Killer
Python candies available in the marketplace
What are the methods and techniques that
have been related to the consumers’ buying
behaviours and purchase making patterns of
behaviours?
Administration process
The method revolving around the administration represents the way sampling process
is done and also the survey process for ensuring successfully collection and then preparing an
analysis of data and information effectively (Kimmel 2018). The survey process has been
managed with the help of distributing the survey questionnaires to the respondents via emails
and also through web based chats. While selecting the samples from the campus, the
participants of the research have been selected randomly with the use of random sampling

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
technique, which also helped in acquiring the desired samples from a large and heterogeneous
group of people (Mathras et al. 2016). Moreover, the survey link was sent to the specified
audience, who provided their responses without any bias and thus the validity and reliability
of the data and information were maintained too considering the authenticity of the
quantitative data acquired (Stephen 2016). This is how the sampling process has been done
and the survey responses were collected while on the other hand, while collecting qualitative
data and information, the managers of the business were interviewed and asked about the
questions relevant to the research topic, i.e., about the various factors that are related to the
influence of buying patterns of consumers and also the behaviours regarding purchase for the
product named Killer Python candies. This how the process of administration has been done
during the research (De Mooij 2019).
The selected sample size is recorded as 15 customers and 2 managers of the
organisation.
Survey questionnaire:
1. What is your age?
15-20 ................... 21- 35...................... 36- 55...........................
2. What do you like most about the product, i.e., the Killer Python candies?
Taste......................... Health benefits ..................... Outlook ................
Pricing.................
3. Is it true to believe that the external and internal sources of information acquired by
the customers allow them to make the purchasing decisions?
Agree ..................... Strongly agree................... Neutral.....................
Disagree............... Strongly disagree...................

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
4. Are you satisfied with the product overall?
Satisfied ..................... Very agree................... Neutral..................... Not
satisfied............... String dissatisfied...................
5. The purchasing platforms and accessibility options for the Killer Python candies
impact the decision making process made by the clients
Agree ..................... Strongly agree................... Neutral.....................
Disagree............... Strongly disagree...................
6. Post purchase, customers determine the Killer Python candies that might reduce the
cognitive dissonance?
Agree ..................... Strongly agree................... Neutral.....................
Disagree............... Strongly disagree...................
7. To what extent do you agree that the positive perceptions about the product are
acquired from family and friends’ influences?
Agree ..................... Strongly agree................... Neutral.....................
Disagree............... Strongly disagree...................
8. Is it true to believe that the Killer Python candies’ purchases are dependent upon the
cultural values and lifestyle choices of customers too?
Agree ..................... Strongly agree................... Neutral.....................
Disagree............... Strongly disagree...................
9. Would you recommend the Killer Python candies to others such as the family
members and friends?
Yes ............. No................ Not sure...............

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
10. The word of mouth promotions and marketing efforts put by the organisation
influence the consumers buying behaviours
Agree ..................... Strongly agree................... Neutral.....................
Disagree............... Strongly disagree...................
Data analysis
1. What is your age?
ANSWER CHOICES– RESPONSES–
–
15-20
20.00%
3
–
21- 35
53.33%
8
–
36- 55
26.67%
4
TOTAL 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
2. What do you like most about the product, i.e., the Killer Python candies?
ANSWER CHOICES– RESPONSES–
–
Taste
13.33%
2
–
Health benefits
46.67%
7
–
Outlook
20.00%
3
–
Pricing
20.00%
3
TOTAL 15