Consumer Behaviour and Marketing

This assignment explores the main aspects of consumer buying behaviour and marketing psychology based on a survey conducted with the use of Survey Monkey tool. It focuses on the various forces that influence consumer behaviour and decisions, such as attitudes, cultural aspects, lifestyle, and brand perception. The purpose is to identify the driving forces behind consumer purchasing decisions and evaluate marketing approaches used by Woolworths in Australia. The assignment also recommends measures for implementing effective marketing techniques.

Running head: CONSUMER BEHAVIOUR AND MARKETING
Consumer behaviour and marketing
Name of student
Name of University
Author note

1CONSUMER BEHAVIOUR AND MARKETING
Table of Contents
Introduction...........................................................................................................................................2
Purpose..................................................................................................................................................2
Development of survey instrument........................................................................................................2
Administration process..........................................................................................................................3
Analysis of data.....................................................................................................................................4
Key findings......................................................................................................................................4

2CONSUMER BEHAVIOUR AND MARKETING
Consumer Behaviour and Marketing Psychology
Introduction
The assignment demonstrates the main aspects of consumer buying behaviour and
marketing psychology based on the survey that will be done with the use of Survey Monkey
tool. The topic will allow us to understand about the different kinds of forces that are
associated with the influence on consumer buying behaviour and decisions made by them
during purchases (Mullen and Johnson 2013). The various forces behind the consumer
behaviour influence are attitudes and behaviours of individuals which often change from time
to time, group of individual differences, cultural aspects, lifestyle, family behaviours and also
the perception towards the brand that the individuals have on the brand, which is Woolworths
in Australia here. It will also prioritise on the survey done with the use of Survey Monkey
tool and it also focus on the findings based on the collection and analysis of data
(Woolworths.com.au 2019).
Purpose
 To identify the various forces that have driven the consumer purchasing behaviours
decisions made regarding purchase of products and services from Woolworths,
Australia
 To evaluate the various approaches of marketing used by the company for influencing
the buying behaviours of clients all over
 To assess the probable impacts that may be created on the basis of consumer
perception towards a brand and according to their changing attitudes or behaviours
 To recommend necessary measures for implementing effective marketing techniques
and influence the consumer buying behaviours and decisions
Development of survey instrument
Survey questionnaire
1. Do you believe that the perception consumer has for a business like Woolworths,
Australia can create an impact on their buying behaviours?
2. How often does the attitudes and behaviours of individuals make them inclined
towards a specific brand like Woolworths and its products and services?
3. Is it true to believe that family and lifestyle aspects are driving forces of consumer
buying behaviours?

3CONSUMER BEHAVIOUR AND MARKETING
4. The consumers have often been motivated by word of mouth promotions, which
influence their purchasing decisions too
5. The ability of a business to interact with the customers and providing solutions to
their queries are important for influencing their purchasing behaviours
6. The psychology of consumer thinking and how they select between different
alternatives, i.e., brands is critical to the success of a proper marketing strategy
implementation by like Woolworths, Australia
7. The family lifestyles and culture from which the consumers belong also shape the
way consumers’ behaviours are influenced
8. The promotional activities managed by the brand help in extended reach to different
market segments and facilitate engagement of consumers
9. The differentiation of products and services by Woolworths also contributes to the
management of decisions regarding purchases made by the consumers
10. Among all these driving forces of consumer behaviour, which one of these, according
to you is the most influential factor for encouraging consumers to make purchases
from Woolworths?
Administration process
Selection of participants
The participants will be selected according to the probability and non-probability
sampling methods and techniques. The random probability sampling has helped in selecting
the respondents randomly from a large group of people and it has been favourable for the
collection of quantitative data. The non-probability convenient sampling has been used to
collect the data and information from the qualitative samples (Kruglanski and Higgins 2013).
The samples are considered and then data and information collection has been possible,
which further should be analysed for drawing outcomes and ensure that the research goal and
objectives are met. The sample size has been selected as 10 customers and 2 managers for
drawing quantitative data and qualitative data respectively (Foxall 2014).
Collection of data
The research has been done with the collection of both primary and secondary data.
The primary data constitutes of the qualitative and quantitative data whereas the secondary
data has been derived from journals, articles documents and other secondary sources of data
to develop the literature section concerned with the study of various forces that influence the

4CONSUMER BEHAVIOUR AND MARKETING
consumers’ perception towards a brand and their buying behaviours too (Palinkas et al.
2015). By distributing survey questionnaires to the individuals selected randomly from a
large group of people, the quantitative data and information have been obtained based on
their responses provided in the survey questionnaire without any bias. The qualitative data
was gathered by arranging suitable time for the managers of the organisation to take part in
an interview session and provide answers to the questions asked by the researcher. This has
also been a major way of collecting authentic and reliable data and information in this
research (Anyan 2013).
Analysis of data
The analysis of data and information that have been collected is done with the use of
Survey Monkey tool, which presented the data and information in statistical format and in the
form of diagrams, tables and graphs for easy understanding by the researcher. The Survey
Monkey tool provides better usability and can process huge amounts of data and information
altogether, furthermore analyse the data and findings and ensure drawing good outcomes to
meet the research goals and objectives too (Boush et al. 2015).
Key findings
Analysis and interpretation
Do you believe that the perception consumer has for a business like Woolworths, Australia
can create an impact on their buying behaviours?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
75.00%
9
–
Agree
25.00%
3
–
Neither agree nor disagree
0.00%
0
–
Disagree
0.00%
0

5CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Strongly disagree
0.00%
0
TOTAL 12
Analysis
Based on the analysis of the survey here, it could be understood that most of the
respondents have responded positively to the statement that the consumer perception towards
a brand influence their buying behaviours largely. 12 out of 12 respondents agreed to the fact
that when customers have positive perceptions regarding a brand like Woolworths, they tend
to become loyal customers, which influence them make purchases more consistently (East et
al. 2016).
How often does the attitudes and behaviours of individuals make them inclined towards a
specific brand like Woolworths and its products and services?
ANSWER CHOICES– RESPONSES–
–
Always
41.67%
5
–
Usually
33.33%
4
–
Sometimes
8.33%
1
–
Rarely
16.67%
2
–
Never
0.00%
0
TOTAL 12
Analysis

6CONSUMER BEHAVIOUR AND MARKETING
Based on the analysis, it is understood that the lifestyle habits and behaviours of consumers
that change often, in most of cases, influence the behaviours regarding purchases for the
customers though sometimes it may not seem like as it is. It has been rarely seen that their
behaviours and attitudes influence them to make purchase from Woolworths in Australia
(Woolworths.com.au 2019). Thus, the majority of respondents believed that it is true.
Is it true to believe that family and lifestyle aspects are driving forces of consumer buying
behaviours?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
50.00%
6
–
Agree
25.00%
3
–
Neither agree nor disagree
8.33%
1
–
Disagree
8.33%
1
–
Strongly disagree
8.33%
1
Total Respondents: 12
Analysis
From the analysis of the data and information provided by the respondents, it can be
understood that 9 out of 12 respondents agreed to the statement and providing positive
responses that the lifestyle habits that the individuals are habituated to, often influence their
behaviours regarding purchases of products and services from the company (Parsons,
Maclaran and Chatzidakis 2016). Only one out of 12 respondents provided neutral responses
while the other 2 among the 12 respondents, provided negative responses and do not believe
that lifestyle behaviours and attitudes shape the consumer buying behaviours and decisions.

7CONSUMER BEHAVIOUR AND MARKETING
The consumers have often been motivated by word of mouth promotions, which influence
their purchasing decisions too
ANSWER CHOICES– RESPONSES–
–
Very likely
33.33%
4
–
Likely
25.00%
3
–
Neither likely nor unlikely
8.33%
1
–
Unlikely
33.33%
4
–
Very unlikely
0.00%
0
Total Respondents: 12
Analysis
According to the analysis of the survey results, it is clear that most of the respondents,
i.e., 7 out of 12 respondents provided positive responses and believed that positive views and
comments on the products purchases from the specific brand often influence others to
become part of the organisation. When the customers are satisfied with the product, they
spread positive reviews and often the company has spread awareness by presenting those
positive feedbacks on web based platforms to create positive influence on the buying
behaviours of new customers too. Three were few negative responses as well provided by 4
out of 12 respondents who do not believe that word of mouth promotions can influence the
consumer buying behaviours always.
The ability of a business to interact with the customers and providing solutions to their
queries are important for influencing their purchasing behaviours

8CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Strongly approve
41.67%
5
–
Approve
50.00%
6
–
Neither approve nor disapprove
0.00%
0
–
Disapprove
8.33%
1
–
Strongly disapprove
0.00%
0
TOTAL 12
Analysis
From the analysis, 11 out of 12 respondents fall in the agree and strongly agree
category, who believed that the business focus on enhanced communication with the clients
and providing solutions to any queries could definitely create positive mind sets among them.
This should also improve the chances of creating loyal customers. Only one out of 12
respondents disagreed to the statement, which does not create much impact on the results
drawn from the analysis (Rani 2014).
The psychology of consumer thinking and how they select between different alternatives, i.e.,
brands is critical to the success of a proper marketing strategy implementation by like
Woolworths, Australia
ANSWER CHOICES– RESPONSES–
–
Strongly agree
16.67%
2
– 41.67%

9CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
Agree 5
–
Neither agree nor disagree
8.33%
1
–
Disagree
16.67%
2
–
Strongly disagree
16.67%
2
TOTAL 12
Analysis
The way consumers think about the product or service of the specific brand and their
way of selecting between alternative brands are critical to the management of influence on
their buying behaviours too. Thus, 7 out of 12 respondents agreed to the statement while 4
out of 12 respondents do not believe as such and they are against the fact that thinking about
different brands and then making purchases is not all relevant considering the statement here.
Only one of the respondents out of 12 of them remained neutral in the response (Lantos
2015).
The family lifestyles and culture from which the consumers belong also shape the way
consumers’ behaviours are influenced
ANSWER CHOICES– RESPONSES–
–
Definitely would
41.67%
5
–
Probably would
33.33%
4
–
Probably would not
25.00%
3

10CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Definitely would not
0.00%
0
TOTAL 12
Analysis
From the analysis, 9 out of 12 respondents agreed that cultural influences also shape
consumer buying decisions and behaviours though few of them are not totally agreeing to the
statement.
The promotional activities managed by the brand help in extended reach to different market
segments and facilitate engagement of consumers
ANSWER CHOICES– RESPONSES–
–
Strongly agree
50.00%
6
–
Agree
33.33%
4
–
Neither agree nor disagree
0.00%
0
–
Disagree
16.67%
2
–
Strongly disagree
0.00%
0
Total Respondents: 12
Analysis

11CONSUMER BEHAVIOUR AND MARKETING
According to the survey, 10 out of 12 respondents belied that the promotional
activities by the company have enriched the marketing experience and increased the ability to
enter new market segments and draw in more customers. Only 2 out of 12 respondents
disagree to the fact and do not consider the promotional approaches effective for enhancing
the marketing efficiency to enter markets and generate more potential clients.
The differentiation of products and services by Woolworths also contributes to the
management of decisions regarding purchases made by the consumers
ANSWER CHOICES– RESPONSES–
–
Strongly agree
50.00%
6
–
Agree
16.67%
2
–
Neither agree nor disagree
0.00%
0
–
Disagree
16.67%
2
–
Strongly disagree
16.67%
2
Total Respondents: 12
Analysis
Most of the respondents, i.e., 8 out of 12 respondents fall in the agree and strongly
agree category, who believed that product differentiation has allowed distinguishing similar
kinds of products of a brand with other brands, which assisted in influencing their buying
behaviours. The negative responses are lower and thus, majority agreed to the statement,
therefore, it could be interpreted that the differentiation of products has influenced the buying
decisions made by the clients.

12CONSUMER BEHAVIOUR AND MARKETING
Among all these driving forces of consumer behaviour, which one of these, according to you
is the most influential factor for encouraging consumers to make purchases from
Woolworths?
ANSWER CHOICES– RESPONSES–
–
Consumer perception of a brand
25.00%
3
–
Culture
25.00%
3
–
Family and lifestyles
8.33%
1
–
Group and individual differences
8.33%
1
–
Motivation
33.33%
4
TOTAL 12
Analysis
Based on the analysis of data, most of the respondents, i.e, 4 out of 12 respondents
considered the motivational factor effective in influencing consumer behaviours while
perception consumers have towards a specific brand and cultural aspects define the
purchasing behaviours, as suggested by 6 respondents out of the 12 respondents taken part in
the survey process (Stephen 2016). The individual differences and family influences along
with lifestyle behaviours fall in the category that consider negligible influence of these
driving forces on the buying behaviours and purchasing decisions made by the customers
(Woolworths.com.au 2019).

13CONSUMER BEHAVIOUR AND MARKETING
References
Anyan, F., 2013. The influence of power shifts in data collection and analysis stages: A focus
on qualitative research interview. The Qualitative Report, 18(18), pp.1-9.
Boush, D.M., Friestad, M. and Wright, P., 2015. Deception in the marketplace: The
psychology of deceptive persuasion and consumer self-protection. Routledge.
East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer behaviour: Applications
in marketing. Sage.
Foxall, G., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
Routledge.
Kruglanski, A.W. and Higgins, E.T. eds., 2013. Social psychology: Handbook of basic
principles. Guilford Publications.
Lantos, G.P., 2015. Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior. Psychology Press.
Palinkas, L.A., Horwitz, S.M., Green, C.A., Wisdom, J.P., Duan, N. and Hoagwood, K.,
2015. Purposeful sampling for qualitative data collection and analysis in mixed method
implementation research. Administration and Policy in Mental Health and Mental Health
Services Research, 42(5), pp.533-544.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in marketing and
consumer behaviour. Routledge.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, pp.17-21.

14CONSUMER BEHAVIOUR AND MARKETING
Woolworths.com.au. (2019). {{metaController.metaData.title}}. [online] Available at:
https://www.woolworths.com.au/ [Accessed 8 May 2019].
Appendices
Do you believe that the perception consumer has for a business like Woolworths, Australia
can create an impact on their buying behaviours?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
75.00%
9
–
Agree
25.00%
3
–
Neither agree nor disagree
0.00%
0
– 0.00%

15CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
Disagree
0
–
Strongly disagree
0.00%
0
TOTAL 12
How often does the attitudes and behaviours of individuals make them inclined towards a
specific brand like Woolworths and its products and services?
ANSWER CHOICES– RESPONSES–
–
Always
41.67%
5
–
Usually
33.33%
4

16CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Sometimes
8.33%
1
–
Rarely
16.67%
2
–
Never
0.00%
0
TOTAL 12
Is it true to believe that family and lifestyle aspects are driving forces of consumer buying
behaviours?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
50.00%
6
–
Agree
25.00%
3

17CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Neither agree nor disagree
8.33%
1
–
Disagree
8.33%
1
–
Strongly disagree
8.33%
1
Total Respondents: 12
The consumers have often been motivated by word of mouth promotions, which influence
their purchasing decisions too
ANSWER CHOICES– RESPONSES–
–
Very likely
33.33%
4
–
Likely
25.00%
3

18CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Neither likely nor unlikely
8.33%
1
–
Unlikely
33.33%
4
–
Very unlikely
0.00%
0
Total Respondents: 12
The ability of a business to interact with the customers and providing solutions to their
queries are important for influencing their purchasing behaviours
ANSWER CHOICES– RESPONSES–
–
Strongly approve
41.67%
5
–
Approve
50.00%
6

19CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Neither approve nor disapprove
0.00%
0
–
Disapprove
8.33%
1
–
Strongly disapprove
0.00%
0
TOTAL 12
The psychology of consumer thinking and how they select between different alternatives, i.e.,
brands is critical to the success of a proper marketing strategy implementation by like
Woolworths, Australia
ANSWER CHOICES– RESPONSES–
–
Strongly agree
16.67%
2
–
Agree
41.67%
5

20CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Neither agree nor disagree
8.33%
1
–
Disagree
16.67%
2
–
Strongly disagree
16.67%
2
TOTAL 12
The family lifestyles and culture from which the consumers belong also shape the way
consumers’ behaviours are influenced
ANSWER CHOICES– RESPONSES–
–
Definitely would
41.67%
5
–
Probably would
33.33%
4

21CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Probably would not
25.00%
3
–
Definitely would not
0.00%
0
TOTAL 12
The promotional activities managed by the brand help in extended reach to different market
segments and facilitate engagement of consumers
ANSWER CHOICES– RESPONSES–
–
Strongly agree
50.00%
6
–
Agree
33.33%
4
–
Neither agree nor disagree
0.00%
0

22CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Disagree
16.67%
2
–
Strongly disagree
0.00%
0
Total Respondents: 12
The differentiation of products and services by Woolworths also contributes to the
management of decisions regarding purchases made by the consumers
ANSWER CHOICES– RESPONSES–
–
Strongly agree
50.00%
6
–
Agree
16.67%
2
–
Neither agree nor disagree
0.00%
0

23CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Disagree
16.67%
2
–
Strongly disagree
16.67%
2
Total Respondents: 12
Among all these driving forces of consumer behaviour, which one of these, according to you
is the most influential factor for encouraging consumers to make purchases from
Woolworths?
ANSWER CHOICES– RESPONSES–
–
Consumer perception of a brand
25.00%
3
–
Culture
25.00%
3
–
Family and lifestyles
8.33%
1

24CONSUMER BEHAVIOUR AND MARKETING
ANSWER CHOICES– RESPONSES–
–
Group and individual differences
8.33%
1
–
Motivation
33.33%
4
TOTAL 12