Assignment on Consumer Buying Behaviour and Market Psychology

Running head: CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY
CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY

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Table of Contents
Aim........................................................................................................................................................3
Survey tool development.......................................................................................................................3
Processes of Administration..................................................................................................................3
Data Analysis........................................................................................................................................3
Key Findings.........................................................................................................................................5
References.............................................................................................................................................9
Appendix.............................................................................................................................................11

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Aim
The key aim of implementing monkey survey is to develop awareness about consumer
buying behaviour with respect to the Phillips beard trimmer. It aids to understand different
aspects that are associated with purchasing behavior of consumers. These themes are
perception, lifestyle, and individual. Apart from this, group differences, culture, attitudes,
family, as well as motivational factors also considered at the time of conducting this study.
These themes can influence the decision making of consumers towards Phillips beard
trimmer (Arekar, et. al., 2019).
Survey tool development
In this study, monkey survey has been chosen to conduct the survey. This tool is feasible in
collecting genuine judgment associated with the buying decisions of consumers. The close-
ended questionnaire structure is executed for encouraging the consumers to obtain feasible
results towards the research matter. Along with this, Likert scale is practised encourage
customers in order for choosing the feasible options associated with the research (Kamran
and Siddiqui, 2019).
Processes of Administration
Primary phase is associated with creating questionnaire which could entail 10 research
questions. Subsequently, survey method is associated to the Phillips beard trimmer sent to
consumers with practices of online links in systematic method. Survey conducted on 15
selected individuals in order to avoid biases. Before starting survey, investigator provides
instructions to individuals that have authority for skipping question if they feel uncomfortable
as well as unsecured (Issock, Mpinganjira, and Roberts-Lombard, 2018).
Data Analysis
Demographic-based question
Please mention your Age-group

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From the data collection, it is addressed that there are about 60% of respondents who fall
under the age of 22-26 years. On the other side, only 6.67% of respondents come under the
above 31 years.
Please specify your occupation
Through data collection, it is found that about 73.33% of respondents are employed. In
opposed to this, only 6.67% of the participants are unemployed.
Perception
Q1: What did you perceive about Phillips beard trimmer?
It is illustrated that about 60% of participants perceived that the Phillips beard trimmer has
long-lasting performance because of DuraPower technology. In contrast to this, only 6.67%
of participants perceived that the Phillips beard trimmer is easy to select and lock-in length
settings.
Attitudes
Q4: Which factors affect you to switch over another trimmer?
It is found that about 60.00% of participants affected by advertising, promotion, and
campaign to switch over another trimmer. In contrast to this, only 6.67% of participants were
affected by the price to switch over another trimmer.
Motivation
Q5: What was your key motivation to shop Philips beard trimmer?
It is illustrated that there are 60.00% of respondents whose key motivation to shop Philips
beard trimmer is a unique feature. On the other side, only 6.67% of participants have key
motivation to shop Philips beard trimmer is an advertisement.
Group and individual differences
Q6: From where did you first hear about Philips beard trimmer?

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It is identified that about 66.67% of respondents who feel that they heard about Philips beard
trimmer through the family. In opposition to this, only 13.33% of participants have heard
about this product through social media.
Q7: Which factors influence you to buy Philips beard trimmer?
It is determined that only 60.00% of participants have influenced to buy Philips beard
trimmer due to corporate social responsibility. In contrast to this, only 6.67% of respondents
have persuaded to buy Philips beard trimmer due to personality.
Culture
Q8: Does your culture affect you to buy Phillips beard trimmer?
It is addressed that about 73.33% of respondents state that culture affects them to buy Phillips
beard trimmer. On the other side, only 26.67% of participants believed that culture affects
them to purchase Phillips beard trimmer.
Family
Q9: Which element can highly influence you to purchase Phillips beard trimmer?
It is analysed that about 66.67% of participants believed that family is a key element that can
influence them to purchase Phillips beard trimmer. In opposition to this, only 13.33% of
respondents stated that friends are key elements that can influence them to purchase Phillips
beard trimmer.
Lifestyle
Q10: Does your lifestyle influence you to buy Phillips beard trimmer?
It is identified that about 73.33% of respondents stated that lifestyle has influenced them to
buy Phillips beard trimmer. On the other side, only 26.67% of participants believed that
lifestyle has influenced them to buy Phillips beard trimmer.
Key Findings
Perception

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It is found that perception is a psychological variable that is involved in a decision procedure
of purchase and it highly affects consumer buying behavior. In addition to this, elective
perception is the procedure through which, an individual perceives what they want to in a
message of media as well as, disrespects the rest. It is also illustrated that perception could be
shaped through memory, expectations, and learning. A belief of an individual can highly
affect the perception towards things (Ahmed, 2017).
Moreover, the consumer would perceive the marketing experiences as per selective stimuli
since each person would be distinct with respect to attitude experiences, needs, as well as,
personal features. Along with this, selective perception indicates that different individuals can
perceive the same product and advertisement packages in a distinct manner. Hence, the
marketer should focus on different marketing mix strategies as per the customer segmentation
for Phillips Beard Trimmer. As a result, it would be beneficial for influencing the perception
of consumers towards the selected products (Khan and Ahmad, 2016).
Attitudes
It is identified that consumer attitude is basically focused on belief towards, feelings towards
as well as, behavioral intentions with respect to some objects. Along with this, belief plays a
significant role for consumers since it could be either negative or positive with respect to the
object. Along with this, consumers have some specific feelings with respect to some products
and brands. According to past experience with the product, customers set their attitude and
change the intention to purchase the product. Hence, marketers should develop relative as
well as, compelling marketing messages by using the same integration of data as well as,
directly affect the buying behavior of consumers towards the Phillips beard trimmer (Kim
and Park, 2019).
Motivation

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Due to the motivation of consumers towards brand perception, psychological influences
affect the consumers during the journey of purchasing particularly their final buying decision.
It is also identified that motivation is an inner force that can demonstrate goal-directed
encouragement. In the context of consumer buying behavior, the outcome is the desire for
products, services, and experiences. It also drives for satisfying the needs and wants as well
as, both psychological and physiological through purchasing and application of products and
services. Hence, marketers should focus on offering discounts and other benefits to motivate
consumers to purchase the Phillips beard trimmer (Khan, Aalsalem, and Khan, 2018).
Group and individual differences
Each customer within society is a member of different groups that are relied on their culture,
different subcultures and social classes that can affect the purchasing of consumers. This
influence has relied on the similarity of the purchaser’s desires with one of the group
members. Along with this, individual differences are related to interest in this research study
that is only to the extent that they help in comprehending as well as, dealing with the
phenomenon (Rana and Jha, 2019).
Culture
Culture is illustrated as a shared set of practices and beliefs between a group of people within
a specific time and place. Consumers, analysts, and marketers themselves use awareness
about culture for learning how and why consumers in a specific culture behave the way they
perform. In addition to this, cultural values are widely held beliefs that can affirm what is
desirable (Nakano and Washizu, 2017). This worth can influence the behaviour by norms that
can also specify the acceptable, and range of responses towards particular conditions. In
addition to this, consumer’s behavior can differ due to inherited values through consumers
and it differs from culture to culture. Hence, there is a need for marketers to focus on the
culture of consumers before launching the products (Adam and Khan, 2017).

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Family
It is discussed that a family is the social team as well as each member of family can influence
each other. The tendencies of purchasing of individuals can vary according to need, age,
income, geographical location, family status, and willingness for spending. An immediate
family member of the individual plays a fundamental role in persuading the purchasing
behavior. Family bonds are stronger as compared to bonds in any other groups as well as,
each member of family can share their separate decision unit when buying the goods as well
as services with purpose of common consumption (Pérez-Belis, et. al., 2017).
Lifestyle
Lifestyle is illustrated as the way that a consumer lives and spends their money with time. It
is identified that lifestyle of an individual considers their consumption patterns, behaviour in
market places, traditional mode of performing business, reasoned actions, allocation of
income, habits as well as, practices. It also demonstrates the attitudes, interests, and values of
individual and their view with respect to society (Nakano and Washizu, 2017).

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References
Adam, M.A., and Khan, F.S., 2017. An empirical study of consumer buying behavior towards
international brands in the FMCG sector of Pakistan. International Journal of Business and
Management Review, 4(1), pp.1-29.
Ahmed, M.N., 2017. Impact of Outbound Logistics in Purchase Decision of Small Electronic
Home Appliance Traders in Chittagong. International Journal of Applied Logistics
(IJAL), 7(2), pp.52-62.
Arekar, K., Jain, R., Kumar, S. and Ayarekar, S.K., 2019. The Impact of Social Media Sites
on the Effectiveness of Consumer Buying Behavior for Electronics Goods-A Study in
India. Electronic Journal of Information Systems Evaluation, 21(2).
Issock, P.B.I., Mpinganjira, M. and Roberts-Lombard, M., 2018. Drivers of consumer
attention to mandatory energy-efficiency labels affixed to home appliances: An emerging
market perspective. Journal of cleaner production, 204, pp.672-684.
Kamran, Q. and Siddiqui, D.A., 2019. The Impact of Emotional Advertising on Consumer
Buying Behavior for Home Appliance Products in Pakistan. Business and Management
Horizons, 7(1), pp.23-48.
Khan, M.M. and Ahmad, S.A., 2016. Moderation Of Online Consumers'review On
Relationship Between Perceived Risk And Consumers'unwillingness To Buy Home
Appliances Online. Paradigms, 10(2), p.26.
Khan, W.Z., Aalsalem, M.Y. and Khan, M.K., 2018, January. Five acts of consumer
behavior: A potential security and privacy threat to the Internet of Things. In 2018 IEEE
International Conference on Consumer Electronics (ICCE) (pp. 1-3). IEEE.
Kim, B. and Park, M.J., 2019. An Examination of the Effect of Consumer Personal Traits on
Show Rooming Behavior: The Effect of Product Type. Journal of Internet Commerce, 18(1),
pp.24-44.

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Nakano, S. and Washizu, A., 2017. Changes in consumer behavior as a result of the Home
Appliance Eco-Point System: an analysis based on microdata from the Family Income and
Expenditure Survey. Environmental Economics and Policy Studies, 19(3), pp.459-482.
Nakano, S. and Washizu, A., 2017. Changes in consumer behavior as a result of the Home
Appliance Eco-Point System: an analysis based on microdata from the Family Income and
Expenditure Survey. Environmental Economics and Policy Studies, 19(3), pp.459-482.
Pérez-Belis, V., Braulio-Gonzalo, M., Juan, P. and Bovea, M.D., 2017. Consumer attitude
towards the repair and the second-hand purchase of small household electrical and electronic
equipment. A Spanish case study. Journal of cleaner production, 158, pp.261-275.
Rana, J. and Jha, P., 2019. Factors Influencing Consumer Buying Behavior towards Durable
(White) Products. BVIMSR’s Journal of Management Research, 11(1), pp.1-9.

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Appendix
Results

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