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Consumer Behaviour Analysis of Fitbit Charge 2 Product

   

Added on  2019-09-23

14 Pages2608 Words254 Views
Running Head: Marketing - Consumer BehaviourSurvey Analysis

Marketing - Consumer Behaviour 1ContentsIntroduction...................................................................................................................2Survey Analysis............................................................................................................2Purpose/Goal of this survey......................................................................................2How to develop survey instrument............................................................................31. Need for the Survey..........................................................................................32. Process of Survey Construction........................................................................3Administration processes..........................................................................................31. Survey Construction..........................................................................................32. Survey Administration.......................................................................................4Data Analysis:...............................................................................................................5Data Analysis:...............................................................................................................5Findings:.....................................................................................................................11Recommendations:.....................................................................................................12Conclusion:.................................................................................................................12References:................................................................................................................13

Marketing - Consumer Behaviour 2IntroductionThe objective of this report is to portray the major consumer decisions in buying the product Fitbit Charge 2 product or any other variants of Fitbit products those are portable health and fitness equipment those help the customers to check the vital statistics of their health such as heart rate, pulse rate, calories, etc. [ CITATION Fit18\l 16393 ] It has been observed from the research study that there are various factorswhich influence the consumer buying behaviour such as the Demographic elements such as Age, Population, Generation, Family Size, Family Life Cycle, Income and Disposable Income, Occupation, Education, Religion and Nationality. These are some of the major demographic factors those influence the consumer buying decision of the Australian customers [ CITATION Blo04 \l 16393 ]. This behaviour also plays the pivotal role in the consumer decision-making process for buying Fitbit Charge 2 product. Apart from the Demographic factors, there are Cultural factors such as Culture, Subculture and Social Class those also play crucial roles in determining whether the customers will buy the Fitbit products or not. The research has also established the validity of the theory of consumer behaviour that the marketing strategies of the product also affect the consumer behaviour in terms of being able to stimulate their emotions and moods such that they feel the need to buythe product to satisfy their demands [ CITATION Rob031 \l 16393 ].Survey AnalysisPurpose/Goal of this surveyThe main objective of this survey was to analyse the reason behind the Australian consumers wanting to buy the Fitbit products, particularly the recent update to its lineof portable fitness equipment known as the Fitbit Charge 2. The survey was intendedto determine how much of the target segment of the customers were aware about the brand and how many of them already owned the brand or were considering to make a purchase of the brand. The survey has been directed to find out the impact of various factors such as Demographic, Cultural and Marketing Behaviour of the Brand in creating the need of the products in the Australian households that would eventually lead to the purchase decision by the consumers. The survey wanted to

Marketing - Consumer Behaviour 3determine the role of some of the crucial factors such as perception, attitudes, motivation, lifestyle, family, individual and group differences in instigating the customers to buy the Fitbit products. How to develop survey instrument1. Need for the SurveyThe survey technique was administered because it is considered to be one of the most effective methods of collecting information from a large group of people. It can be considered as a flexible tool for understanding the major driving forces behind theconsumer behaviour. The other advantages of the survey technique are that it is easy to administer and can be designed exactly to suit the specific area of interest ofthe intended research.2. Process of Survey ConstructionThe survey was constructed using Surveymonkey.com which is an online portal for creating free surveys. Each of the questions had 5 objectives. 10 questions were developed and sent to 15 respondents those took part in the survey and offered theirfeedbacks.Administration processes1. Survey ConstructionQuestionsThe survey was constructed in a manner where each of the questions had a specific objective to be attained. Close attention was given regarding the wording of the questions and the complex terms were avoided in developing the questionnaire. The survey started with the questions of higher interest in the beginning and ending gradually with the demographic questions. The questions were tried to be kept simple and any unnecessary questions were eliminated. The survey has been evaluated carefully before the final administration was made.Type of QuestionsOpen-ended Questions- The open-ended questions are those where the respondents have the liberty to provide their answers according to their own will

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