Consumer Buying Behaviour and Market Psychology

This survey aims to build comprehension regarding consumer purchasing behaviour in the context of Toyota Camry. It also creates knowledge regarding several themes associated with buying behavior.

Running head: CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY
Consumer buying behaviour and market psychology

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 2
Table of Contents
Purpose........................................................................................................................................................3
Development of a survey instrument...........................................................................................................3
Administration processes.............................................................................................................................3
Data Analysis..............................................................................................................................................3
Key Findings...............................................................................................................................................5
References...................................................................................................................................................9
Appendix...................................................................................................................................................11

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 3
Purpose
Purpose of conducting the survey money is to build comprehension regarding consumer
purchasing behaviour in the context of Toyota Camry. It also creates knowledge regarding
several themes associated with buying behavior. These themes are motivation, attitudes, lifestyle,
perception, individual and group differences as well as, culture. These themes could affect
consumer buying behavior with respect to Toyota Camry (Samantaray, 2017).
Development of a survey instrument
The survey is created via the use of Survey monkey. This tool is appropriate in terms of
collecting a reliable and authentic decision associated with consumer purchasing behaviour. In
the context of the survey, close-ended questionnaire structure was implemented in terms of
motivating the consumers to provide an appropriate response rather than skipping questions.
Moreover, the Likert scale was applied for making capable of customers to select an appropriate
choice associated with research questions (Thøgersen, 2017).
Administration processes
The primary stage is associated with the creation of a questionnaire that consists of 10 questions.
The initial stage is associated with creating of Toyota Camry was sent to consumers with
practicing online mode in a methodological manner. The survey was conducted on 15 consumers
to eliminate the partiality. Before initiating the survey, an investigator has offered the guidance
to consumers that they have rights to withdraw from the research at any time when they feel not
unsecured as well as, scratchy (Dahiya and Gayatri, 2018).
Data Analysis
Q1 What was your key motivation to shop Toyota Camry?

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From the data collection, it is analyzed that there is a large number of consumers i.e. 46.67%
whose key motivation to shop Toyota Camry was Hybrid features. In contrast to this, there is
about 6.67% of consumers whose key motivation to shop Toyota Camry was new innovative and
remote air conditioning and smart key system.
Q2 what is your perception of Toyota Camry?
It is illustrated that there are approximately 53.33% of a consumer whose perception is positive.
On the other hand, there is only 6.67% of a consumer whose perception is very negative for the
Toyota Camry.
Q3 What is the primary attitude that you relate with Toyota Camry?
The data collection demonstrates that there are about 40% of consumers whose primary attitude
to shop Toyota Camry is fuel efficiency. In contrast to this, there are only 6.67% of consumers
whose primary attitude that related to Toyota Camry is giving back to society.
Q4 What factors affect you to switch brands for another Car?
The data assessment indicates that approximately 53.33% of consumers think that price
rise/reduction factors affect them for switching brands for another car. On the other side, there is
only 6.67% of consumer believes that coupons and other discounts affect them to switch brands
for another car.
Q5 From where did you first hear about Toyota Camry?
It is analyzed that there are about 46.67% of consumers who thinks that they have first heard
about Toyota Camry is external advertisements. On the other side, only 13.33% of consumers
think that they have first heard about Toyota Camry from family/friends.
Q6 Did your cultural background or religious belief influence your decision to purchase
Toyota Camry?

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It is addressed that 66.67% of consumers think that cultural background or religious belief
influence their decision to purchase Toyota Camry. On the other side, there are only 33.33% of
consumers who do not influence from the cultural background or religious beliefs for purchasing
the Toyota Camry.
Q7: The price of the Toyota Camry is?
It is evaluated that approximately 40% of consumers were agreed that they purchased Toyota
Camry because of value for money. In contrast to this, only 20% of consumers were agreed that
the price of a Toyota Camry is expensive.
Q8: Does your lifestyle influence you to purchase Toyota Camry?
It is identified that about 73.33% of consumers purchase Toyota Camry from influencing through
their lifestyle. On the other side, there are about 26.67% of consumers who do not influence their
lifestyle for purchasing the Toyota Camry.
Q9: Are you a loyal customer of Toyota Camry?
It is identified that about 53.33% of consumers were agreed that they do not buy any other brand.
In contrast to this, only 13.33% of consumers were believed that they usually purchase this brand
but, if it is not available then they shop another brand.
Q10 How likely are you to recommend the Toyota Camry?
It is analyzed that about 53.33% of consumers who likely to recommend the Toyota Camry. In
contrast to this, only 6.67% of consumers were very unlikely to recommend the Toyota Camry.
Key Findings
Motivation
It is evaluated that motivation can affect the buying behaviour of consumers with respect to
Toyota Camry. There is evidence that consumer has key motivation for purchasing Toyota

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Camry is hybrid features, use of green technology, solar roof, smart key system, as well as, new
innovative and remote air conditioning (Menon, 2017). However, there are some consumers who
are familiar with this brand. Therefore, it can be suggested that the firm should focus on digital
media approaches for influencing consumers with respect to Toyota Camry (Charan and Dahiya,
2015).
Consumer Perception
It is addressed that consumer perception can influence the buying behaviour of consumers. There
is evidence that perception is created earlier as well as, on the basis of highly purchased goods.
But, it can be distinguished from another product in terms of some features (Mathur, Valecha,
and Khanna, 2018). It is identified that favourable brand perception is the result of a good
advertisement that entails the potential and developing favourable brand perception among
consumers. It could be recommended that company can emphasize sales promotional techniques
with respect to influencing the perception of consumers about Toyota Camry (Menon, 2017).
Attitudes
It is illustrated that the primary attitude of the high amount of consumers is fuel efficiency in the
context of Toyota Camry. But still, there is a need for giving back to society. It can be suggested
that a company can use word of mouth publicity for influencing the attitudes of consumers. It
can be recommended that the company can focus on safety for changing consumer attitudes
(Kassim, et. al., 2016).
Lifestyle factors
It is evaluated that lifestyle factor can highly persuade the buying behaviour of consumers with
regards to Toyota Camry. There is a fact that transforming lifestyle and gaining concerns about
safety, fuel efficiency, and affordability. Hence, it is advantageous for influencing the consumer

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in an effective manner. It can be suggested that the company should focus on demand and
requirement associated with the consumer with respect to their lifestyle for using Toyota Camry
(Mathur, Valecha, and Khanna, 2018).
Group and individual differences
It is analyzed that high amount of loyal consumer does not want to buy any other brand. There is
a fact that group and individual differences could influence the purchasing behaviour of
consumers. There is a difference in individual and group with regards to the selection of buying
Toyota Camry. For instance, a person purchases Toyota Camry because of individual purchases
and becomes loyal because of value for money (Nijhuis and van den Burg, 2017).
Culture
Culture can influence the purchasing intention of consumers like certain consumer purchases
Toyota Camry with the persuasion of external advertisement. There is evidence that cultural
factor considers the different values, fundamental wants and other social institution (Mashahadi
and Mohayidin, 2015). Therefore, the company can offer the referral code to those consumers
who refer Toyota Camry to another consumer. It could be suggested that culture and engagement
into CSR practices could be advantageous with respect to persuading the consumers (Mashahadi
and Mohayidin, 2015).
Family factor
The family can persuade the consumers for creating decision associated with purchasing. There
is a fact that family is demonstrated as a social group and all members within the family are get
persuaded via each other. In addition to this, family bonding is higher as compared to creating a
relationship with other people (Kolhe, Naved, and Deshmukh, 2017). Therefore, it is evaluated
that all members develop a single judgment in terms of purchasing the products and services for

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utilization. Therefore, a company can entail the requirement for highly emphasize on family
customers. It can be recommended that the company can offer family offers for influencing them
towards Toyota Camry (Karami, Olfati, and Dubinsky, 2017).

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References
Charan, A. and Dahiya, R., 2015. Digital marketing and consumer behavior: An empirical study
in the Indian car market with special reference to Delhi and NCR. Anveshak, 4(2), pp.60-83.
Dahiya, R. and Gayatri, 2018. A Research Paper on Digital Marketing Communication and
Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car
Market. Journal of Global Marketing, 31(2), pp.73-95.
Karami, M., Olfati, O. and Dubinsky, A.J., 2017. Key cultural values underlying consumers’
buying behavior: a study in an Iranian context. Journal of Islamic Marketing, 8(2), pp.289-308.
Kassim, K.A.A., Arokiasamy, L., Isa, M.H.M. and Osman, I., 2016. Automotive consumerism
towards car safety in Malaysia. Procedia-Social and Behavioral Sciences, 219, pp.424-430.
Kolhe, V.M., Naved, M. and Deshmukh, A.A., 2017. A paradigm shift in consumer buying
behaviour towards purchasing of passenger vehicles in the personal segment. Journal of
Commerce and Management Thought, 8(1), p.18.
Kolhe, V.M., Naved, M. and Deshmukh, A.A., 2017. A paradigm shift in consumer buying
behaviour towards purchasing of passenger vehicles in the personal segment. Journal of
Commerce and Management Thought, 8(1), p.18.
Mashahadi, F. and Mohayidin, M.G., 2015. Consumers' buying behaviour towards local and
imported cars: An outlook after the implementation of ASEAN free trade agreement (Afta) in
Malaysia. OUM International Journal of Business and Management, 1(1), pp.44-54.
Mathur, S., Valecha, R.R. and Khanna, V., 2018. A Study on the Impact of Green Marketing on
Consumer Buying Behaviour in Automobile Industry. International Journal for Advance
Research and Development, 3(1), pp.286-290.

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Menon, B., 2017. A Study on Consumer Behaviour of Passenger Car Segments through Logistic
egression Modelling. Metamorphosis, 16(1), pp.20-32.
Nijhuis, J. and van den Burg, S., 2017. Consumer-oriented strategies for car purchases: An
analysis of environmental information tools and taxation schemes in The Netherlands. In System
Innovation for Sustainability 2 (pp. 103-126). Routledge.
Samantaray, A., 2017. Factors facilitating brand equity dynamics on consumer buying behavior:
A study on the car market. International Journal in Management & Social Science, 5(6), pp.297-
305.
Thøgersen, J., 2017. Moving car commuters to public transport in Copenhagen: Appeals to
consumer responsibility and improving structural conditions as a means to promote sustainable
consumer behavior. In System Innovation for Sustainability 2 (pp. 64-78). Routledge.

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Appendix

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