Assignment on Consumer Buying Behaviour and Market Psychology

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

MARKETING MANAGEMENT 2
Table of Contents
Aim......................................................................................................................... 3
Survey tool development............................................................................................... 3
Processes of Administration........................................................................................... 3
Data Analysis............................................................................................................. 3
Key Findings............................................................................................................. 5
References................................................................................................................ 9
Appendix................................................................................................................ 11

MARKETING MANAGEMENT 3
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

MARKETING MANAGEMENT 4
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?