What is Content Marketing?

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Marketing
[Type the document subtitle]
1/24/2020
student name

Marketing 1
Contents
1. Purpose...................................................................................................................................2
2. Development of a survey instrument.....................................................................................2
3. Administration processes.......................................................................................................3
4. Data Analysis.........................................................................................................................4
5. Key Findings..........................................................................................................................6
6. References..............................................................................................................................9
7. Appendix - Survey results....................................................................................................11

Marketing 2
1. Purpose
Consumer behaviour is a set pattern in which the targeted consumers or the potential
consumers to behave towards the purchase of a particular product. Thus, marketer needs to
understand the factors that are influencing the consumer behaviour so as to satisfy their wants
and demands. The purpose of this survey is to study the consumer behaviour for the personal
hygiene products, which is focused to words shampoo as the selected products for the study
of consumer behaviour (Chou & Shao, 2016).
It has been identified that there are various factors which are impacting a perception, attitude
or behaviour of a consumer to words shampoos. In order to analyse the current behaviour of
consumers the survey method is being considered for primary research analysis. Since the
behaviour is been changing according to the stimuli, It is beneficial for the marketers to
collect primary information from authentic buyers so as to better understand the consumer
behaviour and adopting the marketing strategies accordingly (Song, 2017). Other than this the
key purpose is to understand the consumer attitude and perception towards the products and
helping the companies to strategies innovation and change as per the changing attitude of the
consumers (Chung & Fiore, 2017).

Marketing 3
2. Development of a survey instrument
From survey questions the key objective that is considered to be fulfilled are to understand
customer characteristics and traits like age of the customer so as to understand the
recommended target market segment based on demographic segmentation. Other than this the
consumer behaviour two words the shampoo considering the Influencing role for consumers
in buying decision process. Moreover the objective is to assess mode of media channel
through which company could easily reach to the customers (Evans, 2011).
Another objective of the survey is to understand the purchasing behaviour that is the
approachable distribution channel for the company, attributes that are attracting customers so
as to make marketing strategy focus to words that particular attribute. Other than this this
survey is also helpful in understanding the cultural factors, other factors that are influencing
the buying decision of the consumers (Zielke, 2014).
The key objective from the survey analysis is to understand consumer behaviour towards
shampoo products which will include understanding the attitude of potential consumer
towards the products, the lifestyle, and perception towards the brand. More specifically, the
objective include to study positive or negative attitude by knowing if the consumer would be
interested in the product in future and if there is the scope for more opportunities in the
industry or not.

Marketing 4
3. Administration processes
Survey research is one of the primary data collection method from particular set of group that
as sample. The survey can be conducted through various modes like telephonic survey, paper
questionnaires, personal interviews an online survey. The process adopted for this survey is
online survey mode, the reason being this method is an automated Form created using digital
platform and being distributed through digital mode (Zhang, 2015).
Major reason for selection of this mode of survey is the potential consumers are spending
their maximum time on digital products that Is mobile or computers, which increase the
readiness for the consumers to answer this survey questions. One of the online application
that is used for development and distribution of service survey monkey, this is one of the
application that is helpful in creating valuable questions for the product and distributing large
number of population at same time. This process is shorter than that of offline mode as the
distribution of questionnaire and collection of the survey is more approachable in online
mode (Wel, 2012).
4. Data Analysis
After conducting the survey the next step is to analyse the data that is Summarise the data
collected and the results from the survey conducted. From survey on shampoo the major data
that has been collected include that the potential consumers for personal hygiene products are
from 20 to 29 years. The role of family in buying the personal hygiene products result into a

Marketing 5
positive attitude which reflect that consumers are majorly influence from their family
members, as 94.44% answered yes (Hudson & Roth, 2016).
Maximum consumers get to know about the shampoo from their friends or from television.
The factor that is majorly influencing the customer is brand of the product. The data result
also reflected that maximum customers are purchasing shampoo from retail shop. Weighted
average as per the rating of customer on the basis of attributes that attract to purchase
shampoo are in quite similar figures where is the maximum rating has been done for quality
attributes.
Other than this the data for cultural factors influencing the buying behaviour of the
consumers resulted into yes which is 61.11% consumer’s acceptance. The data for regularity
of use of the product what resulted in three different variables with equal percentage that is 1
to 2 times, 3 to 5 times and more than six times. Nevertheless 94.44% consumers except that
they will be purchasing this product in near future, which reflect major customer retention for
the product and reflect the necessity for the customers to use this product in near future as
well reflecting the opportunity for the brands to grow market share in this product category
(Stephen, 2016).
Through the analysis the consumer behaviour that has been reflected from the survey
included adult male consumers. Here, the family like wife, parents or kids could be the
influencing individuals in brand choice and purchase selection. The product communication