Consumer Decision Making: A Survey Analysis of Honda Bikes

ASSESSMENT 2 MBA404 SURVEY SAMPLE AND ANALYSIS
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Contents
Introduction......................................................................................................................................3
Purpose of the survey.......................................................................................................................4
Development of a survey instrument...............................................................................................4
The administrative process..............................................................................................................4
Data analysis....................................................................................................................................9
Key findings...................................................................................................................................10
Conclusion.....................................................................................................................................13
References......................................................................................................................................14
Appendices....................................................................................................................................15
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Introduction
In this assessment, the idea of consumer decision making will be analyzed and provided. The
below assessment will provide the consumer behavior stage in the context of products of Honda
which is a well-recognized organization. The assignment will analyze the stages of consumer
decision making before purchasing the bike of Honda. The below assignment would also contain
the questionnaire in which the level of the products and services can be recognized by arranging
a consumer online survey. It would help to know about the consumer’s thoughts towards the
products and services of Honda.
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Purpose of the survey
The major purpose of conducting the online survey is to gather information about consumer
attitudes and behaviors towards the products and services of Honda. The questionnaire which
conducted for the survey will explain the capabilities of Honda bikes which are making the
consumer-focused on their products and services. The goal of the survey is to examine the
abilities of Honda bikes in front of the people.
Development of a survey instrument
The most important objective that will be involved in the survey's question is to evaluate the
factors which are providing the impact on the consumer's decision-making process. The main
objective of this survey is to identify the demographical characteristics which are affecting the
decision making the power of a consumer. It will be analyzed in the context of Honda bikes
which is a well-known brand.
The administrative process
The online survey will be conducted between 15 people and their response will be collected for
knowing that what the factors which are impacting the decision are making the process of
consumer's of Honda Bikes. The survey will be distributed between 15 people because it will
help to collect the response of selected audience of Honda. It will provide quality information
about the lifestyle, group, and individual differences culture and family which can affect the
decision making of consumers.
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Question 1
Does the insurance policies of Honda is making consumers attracted towards their
products?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
Question 2
Does the infrastructure of Honda Bikes are close enough with the needs of consumers?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
Question 3
Is the organization is providing free services for a limited time?
Strongly agree
Disagree
Agree
Strongly disagree
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Neither agrees nor disagrees
Question 4
Does the consumer support system is providing beneficial services to the consumer?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
Question 5
Does Honda is providing any special deals to the consumers?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
Question 6
Do the online portals are providing support to the selling process of Honda Bikes?
Strongly agree
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Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
Question 7
Do the consumers are looking at the alternatives before purchasing the bikes of Honda?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
Question 8
Does the Honda Bikes are according to the purchasing capabilities of consumers?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
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Question 9
Does the consumer are more comfortable with the offline selling process of Honda?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
Question 10
Does the current market trends are making the consumers of Honda distractive?
Strongly agree
Disagree
Agree
Strongly disagree
Neither agrees nor disagrees
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Data analysis
The results which were collected by the survey are gathered from 15 different participants and
according to their opinions. The result analyzed different views of consumer's buying behavior
and 15 participants have provided their response for the questionnaires. The 15 participants have
taken the effective participation in the online survey of Honda which explained the effectiveness
of people in providing their valuable feedback to the organization. The volume of response in
this survey was better and in favor of Honda’s products and services. in the first question of this
questionnaire, 37.50% of people strongly agreed regarding the insurance policy of Honda.
43.75% of people are also agreeing and 6.25% were the people who disagreed and neutral. There
were a large number of people who were 62.50% who thinks that the infrastructure of Honda
Bikes can be attracting the consumer towards their products. There were almost 12.50% of
people who strongly disagreed at this point. 6.25% of people were not interested to give any
response at this point (Crifasi, et. al., 2015).
At the point of providing some kind of complementary services most of the participants were
agreed. Almost 56% of people agreed that consumer services are free from the side of Honda.
There were 12.5% of people who not believed that the organization is providing any kind of free
services to its consumers. The questionnaire contained some higher level of positive abstracts for
Honda. Almost 50 percent of participants are satisfied with the consumer services of Honda.
18% are those people who strongly disagree with this statement and 25% of people don't want to
provide any kind of opinion regarding this. At the promotional process, people agree that Honda
is providing any kind of special deal to its consumers. Almost 75% of people think the
organization has a different kind of offers which they provide to their valuable consumers. 6.25%
of people are strongly not agreeing and they think that there is no special offer which the
organization is providing to the consumer.
On the next question, there are 56. 25% of people are thinking that the online purchasing of
Honda bikes is increasing and there are 18.75% of people who disagree with this statement. On
the next question, there is a mix response of participants almost 37.50% of people are thinking
that people look for the alternatives before purchasing the products of Honda. On the other hand,
there are 18.75% of people who thinks that the consumer does not look for any alternatives
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before purchasing the products of Honda. 6.25% of people are strongly disagreeing at this
statement. There are 12.50% of people who don’t want to provide any review on it. On the next
level of this questionnaire, it was asked that the capabilities of Honda Bikes matches with the
consumer's purchasing abilities and almost 43.75% of participants thinks that these are the ability
to afford. There are also 12.50% of people who thinks that the Honda bikes are not as per the
purchasing capability of their consumers. There are almost 25% of people who are not having
the idea about this and they didn't provide their valuable opinions (Montano and Kasprzyk,
2015).
On the next level of consumer buying behavior, the buying method was tried to know and it was
known that almost 43% of people are more comfortable with the offline purchasing format of
Honda bikes. 25% of people are also strongly agreeing and they think that the consumer prefers
offline purchasing in comparison to the online purchasing process. Almost 6.25% of people
strongly think that most of the consumers are more comfortable with the online selling process of
Honda bikes. At the end of the questionnaire, most of the people think that the current market
trends and practices are making a consumer distractive towards the other brands. Almost 56% of
people express that the current market practices are distracting the consumer of Honda towards
the other brands. On the other side, there are almost 6.25% of people believe that Honda is a big
brand and the other brands can't attract the consumers of Honda towards their brands (Lin, et. al.,
2015).
Key findings
According to the findings of an online conducted survey, it can be explained there are different
kind of findings which described the buying and purchasing nature of a consumer. A large
number of questions proved that Honda is a better brand name and people believe in their
products and services. From the survey conducted below are the key findings which the company
can use to maintain them in the future also:
 People believe in quality: The survey explained that people are containing a factor of
trust towards the products and services of Honda. The Bikes of Honda can purchase by
the consumers of different areas. The survey has shown that people now a time concern
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with the product and quality and they believe in the products of Honda (Ramanuja, et. al.,
2015).
 The current market trends: It was recognized in the survey that the current market
trends are making an effect on the decision-making process of consumers. In recent time
the online marketing processes are increased and by the help of this a consumer use to try
new options before purchasing the products of Honda. The Honda should try to make a
better presentation of their products and services it can attract the consumers towards
them. It can be identified that at present people got more engaged with the products that
have a beautiful and strong presentation and Honda need to make a strong presentation of
their products in front of the consumers of current marketplaces (Kispá, 2018).
 Purchasing methods: The survey also provides that idea about the purchasing methods
which a consumer prefers at the time of purchasing the products of Honda. It can be said
that many consumers prefer to shop online and also some people use to purchase the
products by visiting the showrooms of Honda. The survey has provided an idea about the
ratio of people who can be interested in the offline and online purchasing process. The
respective organization can classify their online and offline selling process according to
the level of people who are differently interested in the different purchasing methods
(Amos, et. al., 2014).
 Feedbacks: The conducted research survey has provided an idea about the opinions of
people towards Honda’s products and services. The survey explained about the different
views of people and how the organization can manage those feedbacks to gain the
profitability and value of their products it can be managed by the use of the conducted
survey. The management of Honda can gain productivity by managing the consumer's
feedback and can work on them accordingly. These feedbacks will help them in enlarging
the effectiveness of their products (Xuan, 2017).
Behavioral theories of consumer decision
Maslow’s need theory: The theory explains the needs of consumer and Honda can apply the
Maslow's need theory to an understanding of the needs and demands of their consumers. The
theory explains the successful marketing campaign that can provide consumer awareness about
the products and services of Honda and they may attract towards them. It also will provide help
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to Honda in understanding the various places where they can establish themselves perfectly. The
organization can plant them at a place where their products and services are the needs of people.
By doing this they can get new and beneficial target consumers and audience. The need theory
provides a consumer motivation about purchasing a product or services. Honda can enlarge their
safety and security features in their bikes and it can attract the consumers. By using the need
theory Honda can become able to make a need in their consumer’s mind and it will make them
motivated towards purchasing the products and services of Honda. The respective organization
needs to spend some money on its consumer promotional plans for making awareness about the
products of Honda (Thøgersen, et. al., 2012).
Hawkins Stern’s impulse buying: Most of the consumer behavioral theories focus on
balanced actions, but this theory majorly focuses on the idea of impulse behavior of a consumer.
The theory believed that the sudden purchasing of a product can influence the purchasing
decision of a consumer. The traditional decision-making process does not make any relation with
the impulse decision making of a person. Honda can use the theory for making people agree on
sudden purchasing (Amos, et. al., 2014). There are huge numbers of opportunities that can be
found by Honda by using the impulse theories of consumer decision making. Each aspect of
products of Honda can be tracked with the help of impulse theory. From the process of making
the product until the process of packaging the impulse theory tracks all those activities which are
related to the product of an organization. Honda can easily apply the impulse theory and can
track all the aspects of their product planning and packaging also. This is the most beneficial
theory which can provide a higher level of success to Honda to gain their sales ratio. With the
help of impulse theory, the different patterns of consumer buying behavior could be understood
by Honda and they can add the needed actions in their selling process for engaging the
consumers with their selling offers. It would help them to know about the shades of the
consumers' decision-making process (Chen and Zhang, 2015).
Conclusion
The above assignment provided a different kind of consumer decision making factors that can be
used by Honda to understanding the purchasing behaviors of their consumers. There were a
questionnaire and online survey which was conducted in the above assessment. It provided
different opinions of participant regarding the products and services of Honda. The above report
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also demonstrated different methods of consumer decision making and also highlighted the
consumer behavioral theories that could become helpful for understanding the consumer
behaviors of Honda. The above report can become helpful to understand and enlarging the
consumer behavior towards purchasing the bikes of Honda.
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References
Amos, C., Holmes, G.R. and Keneson, W.C., 2014. A meta-analysis of consumer impulse
buying. Journal of Retailing and Consumer Services, 21(2), pp.86-97.
Chen, Y. and Zhang, L., 2015. Influential factors for online impulse buying in China: a model
and its empirical analysis. In Proceedings of the International Conference on e-Learning, e-
Business, Enterprise Information Systems, and e-Government (EEE) (p. 45). The Steering
Committee of The World Congress in Computer Science, Computer Engineering and Applied
Computing (WorldComp).
Crifasi, C.K., Meyers, J.S., Vernick, J.S. and Webster, D.W., 2015. Effects of changes in permit-
to-purchase handgun laws in Connecticut and Missouri on suicide rates. Preventive medicine, 79,
pp.43-49.
Kispál-Vitai, Z., 2018. The Relationship Between Student Motivation and New Media Usage in
Teaching Organizational Behavior and HRM in a Central–East European
Country. HAGENBERG| LINZ| STEYR| WELS, p.189.
Lin, G., Mikhak, A.M., Nakajima, T.L., Mayo, S.A. and Rosenblatt, M., Apple Inc,
2015. Portable point of purchase user interfaces. U.S. Patent 9,026,462.
Montano, D.E. and Kasprzyk, D., 2015. Theory of reasoned action, theory of planned behavior,
and the integrated behavioral model. Health behavior: Theory, research and practice, 70(4),
p.231.
Ramanuja, M.G., Wu, P., O'driscoll, L. and Swinson, M.D., Truecar Inc, 2015. Systems and
methods for vehicle purchase recommendations. U.S. Patent Application 14/736,932.
Rezaei, S., 2015. Segmenting consumer decision-making styles (CDMS) toward marketing
practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and
Consumer Services, 22, pp.1-15.
Thøgersen, J., Jørgensen, A.K., and Sandager, S., 2012. Consumer decision making regarding a
"green" everyday product. Psychology & Marketing, 29(4), pp.187-197.
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Xuan, H., 2017. Analysis on the Modern Ideological and Political Education System based on
Big Data and Multimedia. Executive Chairman.
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Appendices
Question 1
Question 2
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Question 3
Question 4
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Question 5
Question 6
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Question 7
Question 8
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Question 9
Question 10
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