Consumer behavior and Marketing | Psychology

Running head: MARKETING
Consumer behaviour and marketing psychology
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MARKETING
Table of contents
Purpose.......................................................................................................................................2
Development of the survey instrument......................................................................................2
Administration process...............................................................................................................3
Data analysis..............................................................................................................................4
Key findings...............................................................................................................................4
Bibliography...............................................................................................................................8
Appendices.................................................................................................................................9
Appendix 1.............................................................................................................................9
Appendix 2...........................................................................................................................10
Appendix 3...........................................................................................................................11
Appendix 4...........................................................................................................................12
Appendix 5...........................................................................................................................13
Appendix 6...........................................................................................................................14
Appendix 7...........................................................................................................................15
Appendix 8...........................................................................................................................16
Appendix 9...........................................................................................................................17
Appendix 10.........................................................................................................................18

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Purpose
The survey has been designed for gaining an insight into the decisions, which
supports the purchasing behaviour of the customers of Netflix. The questions pertain to the
aspects of perception, attitudes, motivation, individual and group differences along with the
culture and lifestyle. These questions are directed towards gaining an insight into the related
factors, which formulates the buying behaviour of the customers. For this, 15 participants are
selected, who have availed the services of Netflix. Analysis of the responses is also
conducted for developing new insights into the factors influencing consumer buying
behaviour.
Development of the survey instrument
Research objectives Research questions
 To examine the importance of
gender differences towards
preference of the Netflix services
How far gender differences affect the choice
of Netflix services?
 To detect the perceptions regarding
the subscription towards Netflix
streaming services
What perceptions does people hold about
availing the services of Netflix streaming?
 To detect the ways in which
information about schemes and
offers are advertised by Netflix
What information channels are used by
Netflix for disseminating the information
regarding the offers and schemes?
 To examine the influence of word of
mouth advertising on the purchase
decisions of the Netflix customers
What influence does word of mouth
advertisements have on the purchase
decision of the Netflix customers
 To investigate the ways in which What influence does cultural differences

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MARKETING
cultural differences affects the
perceptions of the customers
towards the services streamed by
Netflix
have on the perceptions of the customers of
Netflix towards the services streamed?
 To assess the importance of price in
terms of formulating the perceptions
of Netflix customers regarding the
services
How important is price in the perceptions of
the customers of Netflix towards the
services streamed?
 To assess whether per suggestions
alter the attitudes of the Netflix
regarding the packages offered
What impact does peer suggestions have on
the attitudes of the customers regarding the
packages offered by Netflix?
 To examine the ways in which
Netflix caters to enhancement of the
experiences of the customers and
staffs
In what ways Netflix concretizes the
shopping experiences of the customers and
staffs?
 To assess the importance of legal
parameters in standardizing the
customer buyer behaviour of Netflix
business
How far legal parameters does affects the
customer buyer behaviour Netflix?
Administration process
The survey was distributed through Survey Monkey to the customers, who availed the
services of Netflix. This process seemed to be effective for establishing communication with
large number of audience at the same time. Distribution of the survey through this method