Consumer Buying Behaviour and 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............................................................................ 3
Administration processes........................................................................................... 3
Data Analysis and Key Findings.................................................................................. 3
References.............................................................................................................. 8
Appendix................................................................................................................. 9

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 3
Purpose
The key purpose of conducting this survey is to gain awareness about the consumer
buying with respect to Samsung Galaxy S10 Plus.
Development of a survey instrument
The survey is performed by an online technique like survey monkey. This tool
supports for obtaining the reliable as well as, valid results about research issue
(Pappas, 2016).
Administration processes
The primary stage is to create questionnaire, which entails ten questions.
Subsequently, survey was sent to individual by the online channel in random way
who has bought Samsung Galaxy S10 Plus. The survey was obtained on 15
consumers with no biasness.
Data Analysis and Key Findings
Q1 What was your key motivation to shop Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Advertisements 20.00% 3
Price 20.00% 3
Features 33.33% 5
Modern lifestyle 6.67% 1
Friends or family members 13.33% 2
Culture 6.67% 1
As per the table in Appendix 1, it could be evaluated that there is high amount of
respondents such as 33.33% whose key inspiration to buy Samsung Galaxy S10
Plus is the feature. In opposed to this, there is only 2 individual out of 15 whose
motivation is a modern lifestyle as well as, culture. There is indication that
consumers provide first priority to feature in electronics industry. But, it is discussed
that price as well as, advertisement influences consumers to buy products and
supports them for attaining their needs (Ramya, and Mohamed Ali, 2016).
Q2 what is your perception of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Very positive 20.00 % 3
Positive 26.67 % 4
Neutral 20.00 % 3
Negative 13.33 % 2
Very negative 20.00 % 3

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 4
As per the table in appendix 2, there are approximate 26.67 % of consumers that
has favorable perception with respect to Samsung Galaxy S10 Plus. In contrast to
this, there are only 13.33 % of consumers who have unfavorable perception with
respect to mobile. This finding is favoured through the opinion of Bellini Cardinali and
Grandi (2017), as it was evaluated that perception is developed earlier as well as,
most buying products. However, it could be diverse through each other. It is
addressed that favorable brand perception could be the outcome of effective
advertisement, which involves high potentials as well as, emphasizes on developing
the favorable brand picture between consumers.
Q3 What is the primary attitude that you relate with Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Exciting 13.33% 2
Happy 20.00% 3
Favorable attitude 40.00% 6
No emotions 6.67% 1
Negative emotions 20.00% 3
From the table in appendix 3, it can be stated that there are 6 out of 15 customers
who think that primary attitudes that relate them with Samsung Galaxy S10 Plus are
the favorable attitude. In contrast to this, there are only 6.67% of customers who
have no emotions with Samsung Galaxy S10 Plus. This result is supported through
the opinion of Mihaela (2015), as it was stated that there are only certain emotions
that are related to each brand. Therefore, it is not essential that the emotion that a
consumer associated with brand can be same as other customers. However, it can
be different for one customer with other customers. It is essential for each brand for
analyzing and increasing the understanding with regards to the emotion of
consumers that are associated with the brand. Moreover, the possibilities of buying
products would increase while the emotion that is related to the brand would
improve. In contrast to this, while a customer cannot feel good about expected
brand, then they would infrequently purchase it (Merugu, and Vaddadi, 2017).
Q4To what extent do you relate with the lifestyle of Samsung Galaxy S10 Plus?
ANSWER CHOICES RESPONSES No. of Responses
Very highly 6.67% 1
Highly 40.00% 6
Average 20.00% 3
Low 6.67% 1
Very low 26.67% 4