Analyzing the Impact of Marketing Mix Components on Consumer Behavior: A Case Study of Heinz Australia

Running head: CUSTOMER BEHAVIOR
Customer behavior
Name of student
Name of University
Author note

1CUSTOMER BEHAVIOR
Table of Contents
Setting a goal or objective...............................................................................................................3
Survey questionnaire.......................................................................................................................3
Selection of participants..................................................................................................................6
Data collection.................................................................................................................................7
Data analysis....................................................................................................................................8
Summary analysis............................................................................................................................8
References......................................................................................................................................18
Appendix........................................................................................................................................19

2CUSTOMER BEHAVIOR
Setting a goal or objective
The topic mainly focuses on the concept of consumer behavior and how it has been
influenced due to the marketing aspects and also due to the various marketing mix components
like the product, price, place, promotion. The report is prepared to critically analyze the different
forces that are associated with the influencing of customer behavior such as the attitudes and
behaviors of consumers, their lifestyle habits, motivation, culture, group and individual
differences along with family and perception creating an impact on the buy decisions made by
the consumers (Persson 2013). The goal is to obtain the real and valid participants who have
purchased the processes food, which is a FMCG product delivered by Heinz in Australia. The
processed food is the ketchup item that has been purchased by people and thus their responses
have been obtained to understand what are the major forces that have driven their behaviors
regarding purchases and has influenced their consumer buying decisions as well (Rahim, Abidin
and Khairuddin 2014).
Survey questionnaire
Q1 What is your gender?
Male
Female
Q2 What is your age?
Below 20 years

3CUSTOMER BEHAVIOR
20 to 30 years
Above 30 years
Q3 Products, price, place and promotions are major aspects influencing consumer behaviors
Agree
Disagree
Q4 Are you satisfied with the kinds of products and services offered by Heinz, Australia?
Very satisfied
Satisfied
Neither satisfied not dissatisfied
Dissatisfied
Very dissatisfied
Q5 Do you believe that lifestyle behaviors are responsible for influencing your behaviors
regarding purchase of products from the company?
Strongly agree
Agree
Neither agree nor disagree
Disagree

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Strongly disagree
Q6 Does the proper prices and good quality of products have influenced the consumer
decision making?
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Q7 Do you experience differences in opinions among groups or within the families and friends
while making a purchase decision?
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Q8 Does the culture of a place affect the buying behaviors of the consumers of Heinz?
Strongly agree
Agree

5CUSTOMER BEHAVIOR
Neither agree nor disagree
Disagree
Strongly disagree
Q9 Which one of the FMCG ketchup brands are you mostly associated with?
Heinz
Annie’s natural
Kissan
Q10 Does the sustainability measures and involvement of social media have created awareness
and positive perceptions about the brand in your mind?
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
Selection of participants
The participants are selected on the basis of different types of sampling techniques that
have been followed for conducting the research and analysis of data. The probability sampling
enables random selection of participants or respondents, who are being selected randomly from a