Consumer Buying Behaviour and Marketing Psychology - Desklib Study Material

This study material explores the buying behavior of customers towards Pierre Marcolini chocolate. It includes a survey instrument, administration processes, data analysis, and key findings. The study also discusses the impact of marketing psychology on consumer behavior.

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........................................................................................................................................12
Appendix............................................................................................................................................13

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 3
Purpose
The main purpose of conducting the survey is to understand the buying behavior of
the customer towards Pierre Marcolini chocolate.
Development of a survey instrument
The survey has been done through an online tool like survey monkey. This tool helps
to get reliable and valid outcome regarding research concern.
Administration processes
The initial phase is to design the questionnaire that involves 10 questions. After that,
the survey was sent to people through an online link in an unsystematic manner that
has purchased the Pierre Marcolini chocolate. The survey was conducted on 20
customers with no partiality.
Data Analysis and Key Findings
Q1 What was your key motivation to shop Pierre Marcolini chocolate?
ANSWER CHOICES
RESPONSES No. of Responses
Advertisements 15.00% 3
Price 15.00% 3
Taste
50.00%
10
Healthy lifestyle 20% 4
Friends or family members 0.00% 0
Culture 0.00% 0
From the above table and chart, it can be stated that there are most of the participant
i.e.50% whose key motivation to purchase Pierre Marcolini chocolate is taste. In

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 4
contrast to this, there are none of the people whose key motivation is family and
friends members and culture. There is evidence that customers give preference to
taste in the chocolate sector. However, it is also evaluated that healthy lifestyle and
advertisement also persuade the customers for purchasing the products and also
aids them to attain their desire (Solomon, et al., 2014).
Q2 What is your perception of Pierre Marcolini chocolate?
ANSWER CHOICES
RESPONSES No. of Responses
Very positive
15.00%
3
Positive
35.00%
7
Neutral
35.00%
7
Negative 5.00%
1
Very negative 10.00% 2
The above table and chart demonstrated that there are about 35% of the customers
who have a positive perception towards Pierre Marcolini chocolate. In opposed to
this, there are only 5% of the customers who have a negative perception towards
their chocolate. This result is supported by the opinion of Roy and Ray (2017), as it
was stated that perception is created earlier and post purchasing the products but it
could be different from each other. It is also identified that positive brand perception

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 5
is a result of a significant advertisement that considers offering high potentials and
focuses on building positive brand picture among customers.
Q3 What is the primary attitude that you relate with Pierre Marcolini chocolate?
ANSWER CHOICES
RESPONSES No. of Responses
Energetic
25.00% 5
Happy 35.00%
7
Favorable attitude 35.00%
7
No emotions 0.00%
0
Negative emotions 5.00% 1
As per the above table and chart, it can be opined that there are 7 out of 20
customers who believe that primary attitude that relates them with Pierre Marcolini
chocolate is the happy and favorable attitude. On the other side, there are only 5% of
customers who have negative emotions with Pierre Marcolini chocolate. This finding
is supported by the opinion of Siddiqui and Mishra (2016), as it was opined that there
are some emotions, which are associated with each brand. Hence, it is not required
that the emotion that a customer linked with the brand could be the same with other
consumers. But, at the same time, it could be different for one consumer with
another consumer. This is required for every brand to assess and increase the
knowledge with respect to the emotion of customers that are related to the brand.

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 6
Furthermore, chances of purchasing the products will gain when the emotion that is
associated with the brand would enhance (Khaniwale, 2015). On the other side,
when the customer does not feel better regarding the desired brand, then they will
rarely buy it.
Q4To what extent do you relate with the lifestyle of Pierre Marcolini chocolate?
ANSWER CHOICES
RESPONSES No. of Responses
Very highly 15.00%
3
Highly 55.00%
11
Average 20.00%
4
Low 0.00%
0
Very low 10.00% 2
The above chart and table show that there are 55% of customers who related the
Pierre Marcolini chocolate with their lifestyle at a higher extent. In opposed to this,
there are only 10% of customers whose lifestyle is relating with Pierre Marcolini
chocolate at a very low extent. There is evidence that each brand has some
individual characteristics and qualities that relate with it. Hence, it is significant for
the company to involve human characteristics in the brand as; it would be beneficial
for influencing the customers at higher extent. But, the personality of the brand

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 7
should be related to the customers in order to persuade the bulk of customers (Khan,
et. al., 2016).
Q5 How frequently do you consume Pierre Marcolini chocolate?
ANSWER CHOICES
RESPONSES No. of Responses
Daily 15.00% 3
Weekly 25.00% 5
Twice a week 25.00%
5
Twice a month
5.00%
1
Monthly 30.00%
6
The above table and chart indicate that there are over 30% of customers who
monthly consume Pierre Marcolini chocolate and only 5% of consumers consume
Pierre Marcolini chocolate in twice a month. There is evidence that frequency of
consuming a brand depends on the satisfaction level of customers. If they will satisfy
with the brand, they will frequently buy it as compared to dissatisfy to brand.
Furthermore, social media is key sources for increasing the demand of customers for
Pierre Marcolini chocolate as there are most of individual who highly actively on the
digital channels (Badlani and Singhal, 2016).
Q6 Why do you prefer Pierre Marcolini chocolate over other brands?
ANSWER CHOICES
RESPONSES No. of Responses

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 8
Packaging
15.00%
3
Price 10.00% 2
Advertisements 30.00%
6
Taste 25.00%
5
Brand Ambassador 5.00%
1
I do not prefer Lipton
green tea over other
brands
15.00% 3
As per the above table, it can be stated that there are 30% of customers who prefer
Pierre Marcolini chocolate over other brands due to its advertisements. On the other
hand, there is only 5% of customer who influences with the brand ambassador. This
result is supported by the opinion of Malik and Guptha (2014), as it was described
that the FMCG industry faces tough rivalry as compared with other brands. Due to
the fast pacing FMCG sector, there is a need to develop the unique products and
services as compared with other products. This could lead the Pierre Marcolini
chocolate to sustain in the market.
Q7 Are you a loyal customer of Pierre Marcolini chocolate?
ANSWER CHOICES
RESPONSES No. of Responses

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 9
Yes. I do not buy any
other brand
10.00% 2
No. I keep trying products
from different brands
75.00% 15
Usually. But if it is not
available then I shop other
brands
15.00%
3
The above chart depicts that there are about 75% of customers who are not loyal
customers of Pierre Marcolini chocolate as they keep trying products from different
brands. In contrast to this, there are only 10% of customers who are loyal and do not
buy any brand. This result is favored by the opinion of Raheem Vishnu and Ahmed
(2014), as it was explained that a loyal customer can pull the attention of high
amount of consumers by effective word of mouth advertising and another type of
persuades. In addition,
Q8 What has been your biggest influence to buy Pierre Marcolini chocolate?
ANSWER CHOICES
RESPONSES No. of Responses
Friends 25.00% 5
Price 25.00% 5
Digital media 20.00%
4
Packaging 10.00%
2

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 10
Distinct taste 20.00%
4
The above chart depicts that there are 25% of the customers who biggest influence
by the friends and prices to buy Pierre Marcolini chocolate. On the other side, there
are 10% of customers who biggest persuade by the packaging of Pierre Marcolini
chocolate. This finding is favored by the view of Malik and Guptha (2014), as it was
stated that the packaging of Pierre Marcolini chocolate has a positive impact on the
attitude of customers. Moreover, the attitude of customers is highly influenced by
different factors such as price, social media, distinct taste, and price.
Q9 The price of Pierre Marcolini chocolate is?
ANSWER CHOICES
RESPONSES No. of Responses
Expensive
50.00%
10
Value for money 45.00% 9
Cheap 5.00%
1
As per the above table, it can be depicted that 50% of the customers believe that the
price of Pierre Marcolini chocolate is expensive. In opposed to this, only 5% of the
customers opined that the price of Pierre Marcolini chocolate is cheap. There is
evidence that effective pricing strategy should be used by the brand as it would lead
to influence the decision making the process of customers (Badlani, and Singhal,
2016).

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 11
Q10 How likely are you to recommend Pierre Marcolini chocolate to others?
ANSWER CHOICES
Weighted average
The weighted average of
Responses
Very likely 2.17 18
Likely 3.00 7
Neither likely nor unlikely 3.33
6
Unlikely 3.00 6
The above table depicts that most of the participant very likely recommend Pierre
Marcolini chocolate to others. In contrast to this, there are very few people who
unlikely recommend the Pierre Marcolini chocolate to others. There is evidence that
brand can contribute the pull the attention of customers. In this way, word of mouth
could be applied by organization to influence the customers towards purchasing their
products and services (Solomon, et. al., 2014),

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 12
References
Badlani, M. and Singhal, D.K., 2016. A Study on Value Added Service in Fuel
Retailing: Impacting Consumer Buying Behavior. The International Journal of
Business & Management, 4(1), p.246.
Khan, S.K., Abid, N., Muntaha, S.T. and Jamal, A., 2016. Consumer Behavior
towards Buying of Smart Phone A Case of Jinnah University for Women. The
International Journal of Business & Management, 4(1), p.226.
Khaniwale, M., 2015. Consumer buying behavior. International Journal of innovation
and scientific research, 14(2), pp.278-286.
Malik, G. and Guptha, A., 2014. Impact of celebrity endorsements and brand
mascots on consumer buying behavior. Journal of Global Marketing, 27(2), pp.128-
143.
Raheem, A.R., Vishnu, P. and Ahmed, A.M., 2014. Impact of product packaging on
consumer’s buying behavior. European journal of scientific research, 122(2), pp.125-
134.
Roy, D., & Ray, N. (2017, October). Consumer Buying Behavior and Perception
toward Shopping Malls with Special Reference to the City of Kolkata, West Bengal,
India. In International Symposium on Chaos, Complexity, and Leadership (pp. 343-
355). USA: Springer, Cham.
Siddiqui, I., and Mishra, U.M., 2016. A Study of Consumer Buying Behavior in
Organized Retail Sector: Electronic Industry (Samsung Televisions). International
Journal of Engineering and Management Research (IJEMR), 6(2), pp.401-406.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014.
Consumer behavior: Buying, having, and being (Vol. 10). London: Pearson.

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 13
Appendix
Data analysis and results
Q1 What was your key motivation to shop Pierre Marcolini chocolate?
Q2 What is your perception of Pierre Marcolini chocolate?
Q3 What is the primary attitude that you relate with Pierre Marcolini chocolate?

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 14
Q4To what extent do you relate with the lifestyle of Lipton green tea?
Q5 How frequently do you consume Lipton green tea?

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 15
Q6 Why do you prefer Pierre Marcolini chocolate over other brands?
Q7 Are you a loyal customer of Pierre Marcolini chocolate?

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 16
Q8 What has been your biggest influence to buy Pierre Marcolini chocolate?
Q9 The price of Pierre Marcolini chocolate is?

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 17
Q10 How likely are you to recommend Pierre Marcolini chocolate to others?