Consumer Buying Behavior | Marketing Psychology

Running head: CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY
CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY

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

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.

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).