Consumer Buying Behavior | Marketing Psychology
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Running head: CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY
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CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 2
Table of Contents
Purpose............................................................................................................................3
Development of a survey instrument........................................................................................5
Administration processes......................................................................................................5
Data Analysis....................................................................................................................6
Findings according to Themes (Group & individual difference, perception, motivation, attitudes, cultures,
lifestyle, and family)...........................................................................................................9
References......................................................................................................................11
Appendices.....................................................................................................................13
Table of Contents
Purpose............................................................................................................................3
Development of a survey instrument........................................................................................5
Administration processes......................................................................................................5
Data Analysis....................................................................................................................6
Findings according to Themes (Group & individual difference, perception, motivation, attitudes, cultures,
lifestyle, and family)...........................................................................................................9
References......................................................................................................................11
Appendices.....................................................................................................................13
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 3
Purpose
The purpose of the survey is to get the perspective of consumers to purchase Coca-Cola. It
helps to identify the strengths and weaknesses of products. This survey is also conducted to
make improvements in products as per their needs and wants in the future. In this survey,
different perspective has been chosen by researcher named as perception, attitudes,
motivation, culture, family, lifestyles, and family as well as group. In this, attitude function
theory stats that the motives behind the attitude of an individual should be predicted before
the change (Lee, 2017). It is identified that attitude is a learned tendency for responding
consistently with respect to a given object. Attitude factor may create some motivational
issues and functions among consumers.
In addition, it is illustrated that It is identified that motivation procedures may cause an
individual in terms of behaving as they perform. It exists while need is created that the
consumer wants to satisfy. After activating the needs, a state of stress exists that may drive to
consumers in terms of attempting for declining the requirement (Riaz, et. al., 2017).
It is also examined that it is identified that each consumer within society is a member of a
distinct group that relied on different subcultures, cultures, and social classes. It can affect the
purchasing of consumers.
This influence is relied either on similarity related to desires of purchasers with one of the
group members (Zulfiqar and Ali, 2017). It is illustrated that cultural values could be a
widely held belief that states desirable needs. These values could influence the behaviour by
norms that define the range of responses and acceptance towards particular conditions.
Consumer behaviour is distinguished from each other because values inherited through
consumers are distinguished from culture to culture (Zulfiqar and Ali, 2017). It is discussed
that family is a subset class of the household where each member is influenced by each other.
Purpose
The purpose of the survey is to get the perspective of consumers to purchase Coca-Cola. It
helps to identify the strengths and weaknesses of products. This survey is also conducted to
make improvements in products as per their needs and wants in the future. In this survey,
different perspective has been chosen by researcher named as perception, attitudes,
motivation, culture, family, lifestyles, and family as well as group. In this, attitude function
theory stats that the motives behind the attitude of an individual should be predicted before
the change (Lee, 2017). It is identified that attitude is a learned tendency for responding
consistently with respect to a given object. Attitude factor may create some motivational
issues and functions among consumers.
In addition, it is illustrated that It is identified that motivation procedures may cause an
individual in terms of behaving as they perform. It exists while need is created that the
consumer wants to satisfy. After activating the needs, a state of stress exists that may drive to
consumers in terms of attempting for declining the requirement (Riaz, et. al., 2017).
It is also examined that it is identified that each consumer within society is a member of a
distinct group that relied on different subcultures, cultures, and social classes. It can affect the
purchasing of consumers.
This influence is relied either on similarity related to desires of purchasers with one of the
group members (Zulfiqar and Ali, 2017). It is illustrated that cultural values could be a
widely held belief that states desirable needs. These values could influence the behaviour by
norms that define the range of responses and acceptance towards particular conditions.
Consumer behaviour is distinguished from each other because values inherited through
consumers are distinguished from culture to culture (Zulfiqar and Ali, 2017). It is discussed
that family is a subset class of the household where each member is influenced by each other.
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 4
In addition to this, the traditional family describes that two or more individual associated with
marriage, blood and adoption that exist together in the same household (Iivonen, 2018).
In addition to this, the traditional family describes that two or more individual associated with
marriage, blood and adoption that exist together in the same household (Iivonen, 2018).
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CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 5
Development of a survey instrument
In this research, a survey monkey instrument is used with the purpose of addressing the
consumer buying behaviour and their decision-making process towards Coca-Cola. All
survey questions are related to different themes such as perception, attitude, motivation,
family, individual and group differences, lifestyle, and culture. It is examined that researcher
could be imperative in obtaining the information towards the research issue. Moreover, this
method could be vital in getting favourable information towards research issue. Further, it is
illustrated that key objective of this research questions is get the information towards research
matter. Moreover, it is examined that the research questions also are associated with the
research purpose (Zulfiqar and Ali, 2017).
This study, researcher would understand the purpose of study and complete the study
effectively. The researcher has made different kinds of sources to collect the data towards the
matter. This study is associated with the consumer buying behaviour wherein the researcher
asked questions related to the factors that affecting their behaviour. For any organization, the
consumer behaviour is most imperative element as it aids to the organization for operating
their business process in right direction and meeting their research purpose. It is also
examined that the survey questionnaire is effective in meeting the organizational task
(Iivonen, 2018).
Administration processes
This survey was distributed to 15 consumers from Australia in order to get their opinion and
belief regarding consumer buying behaviour. These customers were selected according to a
simple random probability sampling method in which, selection of customers is based on a
random basis. For this study, the monkey survey software has been chosen by the researcher
that is an effective source it could be effective for both researcher as well as research
candidates.
Development of a survey instrument
In this research, a survey monkey instrument is used with the purpose of addressing the
consumer buying behaviour and their decision-making process towards Coca-Cola. All
survey questions are related to different themes such as perception, attitude, motivation,
family, individual and group differences, lifestyle, and culture. It is examined that researcher
could be imperative in obtaining the information towards the research issue. Moreover, this
method could be vital in getting favourable information towards research issue. Further, it is
illustrated that key objective of this research questions is get the information towards research
matter. Moreover, it is examined that the research questions also are associated with the
research purpose (Zulfiqar and Ali, 2017).
This study, researcher would understand the purpose of study and complete the study
effectively. The researcher has made different kinds of sources to collect the data towards the
matter. This study is associated with the consumer buying behaviour wherein the researcher
asked questions related to the factors that affecting their behaviour. For any organization, the
consumer behaviour is most imperative element as it aids to the organization for operating
their business process in right direction and meeting their research purpose. It is also
examined that the survey questionnaire is effective in meeting the organizational task
(Iivonen, 2018).
Administration processes
This survey was distributed to 15 consumers from Australia in order to get their opinion and
belief regarding consumer buying behaviour. These customers were selected according to a
simple random probability sampling method in which, selection of customers is based on a
random basis. For this study, the monkey survey software has been chosen by the researcher
that is an effective source it could be effective for both researcher as well as research
candidates.
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 6
Data Analysis
Q1: Please specify your gender
The above table indicates that there are 60.00% of consumers belong to feminine and 33.33%
of consumers belong to masculine. Along with this, 6.67% of consumers belong to other
classes.
Q2: Please specify your occupation
It is analysed that 46.67% of consumers have student occupation, 20.00% of consumers have
a household occupation, as well as, 33.33% of consumers are employed.
Perception
Q3: How frequently do you purchase Coca-Cola products?
The above chart shows that there are 66.67% of consumers purchase Coca-Cola products
once a week. Along with this, 13.33% of consumers purchase Coca-Cola products twice a
week. In addition to this, 20.00% of consumers buy the Coca-Cola products in three times or
more a week.
Attitudes
Q4: How do you compare Coca-Cola in comparison to similar products offered by
different firms?
It is identified that there are 46.67% of consumers purchases Coca-Cola much better as
compared to similar products provided by different firms. On the other hand, about 6.67% of
consumers who buy Coca-Cola worse as compared to similar products provided through
different companies.
Q5: Which option do you select in terms of giving rating the value for money to Coca-
Cola?
The above table shows that about 40% of customers select above-average options in terms of
giving a rating to value for money to Coca-Cola. In contrast to this, above 6.67% of
Data Analysis
Q1: Please specify your gender
The above table indicates that there are 60.00% of consumers belong to feminine and 33.33%
of consumers belong to masculine. Along with this, 6.67% of consumers belong to other
classes.
Q2: Please specify your occupation
It is analysed that 46.67% of consumers have student occupation, 20.00% of consumers have
a household occupation, as well as, 33.33% of consumers are employed.
Perception
Q3: How frequently do you purchase Coca-Cola products?
The above chart shows that there are 66.67% of consumers purchase Coca-Cola products
once a week. Along with this, 13.33% of consumers purchase Coca-Cola products twice a
week. In addition to this, 20.00% of consumers buy the Coca-Cola products in three times or
more a week.
Attitudes
Q4: How do you compare Coca-Cola in comparison to similar products offered by
different firms?
It is identified that there are 46.67% of consumers purchases Coca-Cola much better as
compared to similar products provided by different firms. On the other hand, about 6.67% of
consumers who buy Coca-Cola worse as compared to similar products provided through
different companies.
Q5: Which option do you select in terms of giving rating the value for money to Coca-
Cola?
The above table shows that about 40% of customers select above-average options in terms of
giving a rating to value for money to Coca-Cola. In contrast to this, above 6.67% of
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 7
consumers who select a below-average option in terms of giving rating the value for money
to Coca-Cola.
Motivation
Q6: What features influence you to purchase Coca-Cola?
The collected indicates that there are above 40.00% of consumers who influences to purchase
Coca-Cola due to its good taste. On the other side, there are only 13.33% of consumers who
persuades to buy Coca-Cola due to its variety of products and affordable price.
Group and individual differences
Q7: How well do Coca-Cola's products taste?
It is addressed that there are about 46.67% of consumers who stated that product taste of
Coca-Cola is good. In contrast to this, only 6.67% of consumers who evaluated that product
taste of Coca is bad.
Culture
Q8: Do you persuade by Coca-Cola due to its recycling waste products operation?
The above table indicates that there are about 66.67% of consumers who persuaded by Coca-
Cola due to its recycling waste products operation. In contrast to this, there are about 33.33%
of consumers who are persuaded by Coca-Cola due to its recycling waste products operation.
family
Q9: Why does your family member focus on buying Coca-Cola?
The above table indicates that there are about 53.33% of consumers who stated that their
family member focuses on buying Coca-Cola due to shortage of time to prepare the drinks.
On the other side, only 6.67% of consumers who stated that both occasions and shortage of
time to prepare the drinks does not influence their family member to purchase Coca-Cola.
lifestyle
Q10: How elements of Coca-Cola match with your lifestyle?
consumers who select a below-average option in terms of giving rating the value for money
to Coca-Cola.
Motivation
Q6: What features influence you to purchase Coca-Cola?
The collected indicates that there are above 40.00% of consumers who influences to purchase
Coca-Cola due to its good taste. On the other side, there are only 13.33% of consumers who
persuades to buy Coca-Cola due to its variety of products and affordable price.
Group and individual differences
Q7: How well do Coca-Cola's products taste?
It is addressed that there are about 46.67% of consumers who stated that product taste of
Coca-Cola is good. In contrast to this, only 6.67% of consumers who evaluated that product
taste of Coca is bad.
Culture
Q8: Do you persuade by Coca-Cola due to its recycling waste products operation?
The above table indicates that there are about 66.67% of consumers who persuaded by Coca-
Cola due to its recycling waste products operation. In contrast to this, there are about 33.33%
of consumers who are persuaded by Coca-Cola due to its recycling waste products operation.
family
Q9: Why does your family member focus on buying Coca-Cola?
The above table indicates that there are about 53.33% of consumers who stated that their
family member focuses on buying Coca-Cola due to shortage of time to prepare the drinks.
On the other side, only 6.67% of consumers who stated that both occasions and shortage of
time to prepare the drinks does not influence their family member to purchase Coca-Cola.
lifestyle
Q10: How elements of Coca-Cola match with your lifestyle?
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CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 8
The above table indicates that there are about 53.33% of consumers who stated that their
family member focuses on buying Coca-Cola due to shortage of time to prepare the drinks.
On the other side, only 6.67% of consumers who stated that both occasions and shortage of
time to prepare the drinks does not influence their family member to purchase Coca-Cola.
The above table indicates that there are about 53.33% of consumers who stated that their
family member focuses on buying Coca-Cola due to shortage of time to prepare the drinks.
On the other side, only 6.67% of consumers who stated that both occasions and shortage of
time to prepare the drinks does not influence their family member to purchase Coca-Cola.
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 9
Findings according to Themes (Group & individual difference, perception, motivation,
attitudes, cultures, lifestyle, and family)
From the data analysis, it is addressed that Coca-Cola is much better as a comparison
to similar products offered by distinct companies. Hence, the company should focus
on social factor and individual experience in order to persuade consumer attitudes
with respect to Coca-Cola.
It is found that there are most of the consumers who frequently purchase the Coca-
Cola. It is addressed that perception is illustrated as awareness and interpretation of
reality. It can be recommended that the company should focus on advertisement as
consumer can perceive competitive advantageous of Coca-Cola (Sultan, et. al., 2019).
From the data analysis, it is addressed that the taste of the Coca-Cola product is not so
effective. Hence, it can be recommended that the company should focus on the desires
of consumers to make differences in individuals.
From the data analysis, it is addressed that most of the consumers are persuaded by
Coca-Cola due to its recycling waste products operation. Organization should need to
understand the culture of people where they want to introduce their products and
make a higher competitive benefit.
It is illustrated that there is a different lifestyle factor that can affect consumers to
shop Coca-Cola such as designing of Coca-Cola cans, product sale offers, and pricing.
Hence, the company needs to focus on the attitude of an individual, interest and
opinion with respect to society (Bisschoff and Bester, 2018).
From the data analysis, it is found that there is a number of consumers who stated that
their family member focuses on buying Coca-Cola due to a shortage of time to
prepare the drinks. Hence, Coca-Cola should provide family pack and family benefits
in order to influence this class of consumers.
Findings according to Themes (Group & individual difference, perception, motivation,
attitudes, cultures, lifestyle, and family)
From the data analysis, it is addressed that Coca-Cola is much better as a comparison
to similar products offered by distinct companies. Hence, the company should focus
on social factor and individual experience in order to persuade consumer attitudes
with respect to Coca-Cola.
It is found that there are most of the consumers who frequently purchase the Coca-
Cola. It is addressed that perception is illustrated as awareness and interpretation of
reality. It can be recommended that the company should focus on advertisement as
consumer can perceive competitive advantageous of Coca-Cola (Sultan, et. al., 2019).
From the data analysis, it is addressed that the taste of the Coca-Cola product is not so
effective. Hence, it can be recommended that the company should focus on the desires
of consumers to make differences in individuals.
From the data analysis, it is addressed that most of the consumers are persuaded by
Coca-Cola due to its recycling waste products operation. Organization should need to
understand the culture of people where they want to introduce their products and
make a higher competitive benefit.
It is illustrated that there is a different lifestyle factor that can affect consumers to
shop Coca-Cola such as designing of Coca-Cola cans, product sale offers, and pricing.
Hence, the company needs to focus on the attitude of an individual, interest and
opinion with respect to society (Bisschoff and Bester, 2018).
From the data analysis, it is found that there is a number of consumers who stated that
their family member focuses on buying Coca-Cola due to a shortage of time to
prepare the drinks. Hence, Coca-Cola should provide family pack and family benefits
in order to influence this class of consumers.
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 10
It is found that there are different features to purchase Coca-Cola such as classic
packages, good tastes, a variety of products, and affordable prices. The organization
should use intrinsic as well as extrinsic factors and comprehend the consumer that
will be effective for meeting purpose of the study (Singh, 2019).
It is found that there are different features to purchase Coca-Cola such as classic
packages, good tastes, a variety of products, and affordable prices. The organization
should use intrinsic as well as extrinsic factors and comprehend the consumer that
will be effective for meeting purpose of the study (Singh, 2019).
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CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 11
References
Bisschoff, C.A. and Bester, C.J., 2018, May. The influence of brand loyalty and nutrition in
soft drink consumption of South African children. In Academy of Marketing Science Annual
Conference (pp. 267-280). Springer, Cham.
Iivonen, K., 2018. Defensive Responses to Strategic Sustainability Paradoxes: Have Your
Cake and Drink It Too!. Journal of Business Ethics, 148(2), pp.309-327.
Lee, K.H., 2017. The conceptual foundation of consumer behavior. In the Routledge
Handbook of Consumer Behaviour in Hospitality and Tourism (pp. 7-15). Routledge.
Riaz, H., Ahmed, H., Akhter, S. and Hussain, M., 2017. The Impact of Emotional Branding
in Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan. KASBIT Business
Journals (KBJ), 10, pp.131-150.
Singh, A., 2019. Impact of ICT on emotional branding in adolescents. Journal of
Management Research and Analysis, 4(1), pp.134-141.
Sultan, K., Akram, S., Abdulhaliq, S., Jamal, D. and Saleem, R., 2019. A Strategic Approach
to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand
Loyalty. International Journal of Research in Business and Social Science (2147-4478), 8(3),
pp.33-44.
Zulfiqar, M. and Ali, M., 2017. Impact of Brand Color on Consumer Buying Behavior with
Mediation of Customer Perception in Pakistan. Oman Chapter of Arabian Journal of
Business and Management Review, 34(5627), pp.1-12.
Zulfiqar, M. and Ali, M., 2017. Impact of Brand Color on Consumer Buying Behavior with
Mediation of Customer Perception in Pakistan. Oman Chapter of Arabian Journal of
Business and Management Review, 34(5627), pp.1-12.
References
Bisschoff, C.A. and Bester, C.J., 2018, May. The influence of brand loyalty and nutrition in
soft drink consumption of South African children. In Academy of Marketing Science Annual
Conference (pp. 267-280). Springer, Cham.
Iivonen, K., 2018. Defensive Responses to Strategic Sustainability Paradoxes: Have Your
Cake and Drink It Too!. Journal of Business Ethics, 148(2), pp.309-327.
Lee, K.H., 2017. The conceptual foundation of consumer behavior. In the Routledge
Handbook of Consumer Behaviour in Hospitality and Tourism (pp. 7-15). Routledge.
Riaz, H., Ahmed, H., Akhter, S. and Hussain, M., 2017. The Impact of Emotional Branding
in Customer Buying Behavior in Soft Drink Beverage Industry of Pakistan. KASBIT Business
Journals (KBJ), 10, pp.131-150.
Singh, A., 2019. Impact of ICT on emotional branding in adolescents. Journal of
Management Research and Analysis, 4(1), pp.134-141.
Sultan, K., Akram, S., Abdulhaliq, S., Jamal, D. and Saleem, R., 2019. A Strategic Approach
to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand
Loyalty. International Journal of Research in Business and Social Science (2147-4478), 8(3),
pp.33-44.
Zulfiqar, M. and Ali, M., 2017. Impact of Brand Color on Consumer Buying Behavior with
Mediation of Customer Perception in Pakistan. Oman Chapter of Arabian Journal of
Business and Management Review, 34(5627), pp.1-12.
Zulfiqar, M. and Ali, M., 2017. Impact of Brand Color on Consumer Buying Behavior with
Mediation of Customer Perception in Pakistan. Oman Chapter of Arabian Journal of
Business and Management Review, 34(5627), pp.1-12.
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 12
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 13
Appendices
Appendices
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