MBA404. Survey Sample and Analysis. Student’s Name: Stu

Running head: MBA404
Survey Sample and Analysis
Student’s Name:
Student’s ID:

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY 1
Table of Contents
Introduction..................................................................................................................................................2
Purpose........................................................................................................................................................2
Development of a Survey Instrument...........................................................................................................2
Administration Processes.............................................................................................................................3
Data Analysis................................................................................................................................................3
Key Findings..................................................................................................................................................5
Conclusion....................................................................................................................................................7
References....................................................................................................................................................8
Appendices.................................................................................................................................................10

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY 2
Introduction
Samsung Smart TV is a product of Samsung Electronics, which has QLED technology,
HDR picture quality, better smart technique, powerful sound, and cutting edge gaming
systems. The TV also One Connect Box and almost invisible cable connection which
nearly eliminates the tangling cables which come with most of the TVs. The paper will
survey 15 participants those who has brought Samsung Smart TV recently. It will
critically evaluate perception, motivation, and attitudes of the consumers as well as
impacts of individual and group differences, lifestyle, culture and family psychological
aspects, and importance of the value proposition on the consumers’ behavior and their
buying decisions for the Samsung Smart TV.
Purpose
The purpose of the survey is to analyze customer behavior and their buying decisions
for the Samsung Smart TV. Customer behavior is a research of how consumers buy
the products and use and dispose them for the satisfaction of their demands and needs.
The marketers expect that if they are able to identify the factors that motivate and lead
the customers to purchase Samsung Smart TV. Then they would be able to determine
the product in accordance with the demands and needs of their customers.
Understanding the customer behavior is one of the significant factors for the marketers.
Development of a Survey Instrument
The customer behavior and their buying decisions for the Samsung Smart TV will be
surveyed by Survey Monkey. It is an online survey tool which offers customizable free
surveys that consist of data analysis, consumer or staff feedback, customer-focused
marketing, and brand management (Beke, Eggers and Verhoef, 2018). The sample size
of the survey will have 15 participants those who have bought Samsung Smart TV
recently. It will include ten questions, and they are given below:
1. What is the significance of perception on consumer’s behavior of Samsung Smart
TV?
2. What motivates the users to buy Samsung Smart TV?

CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY 3
3. How are the attitudes of the consumers towards Samsung Smart TV?
4. What are the impacts of individual differences on Samsung Smart TV?
5. What are the impacts of group differences on Samsung Smart TV?
6. What role family has on the consumer behavior on Samsung Smart TV?
7. Does culture affect the customer's behavior towards Samsung Smart TV?
8. Does psychological aspects impact on the buying power of the customers?
9. How the lifestyle of the customers influence their behavior to Samsung Smart TV?
10. What is the importance of value proposition for the customers of Samsung?
Administration Processes
The age group of the consumers are from 25 to 50 and even older as long as the
customer have the capability to buy and utilize the Samsung Smart TV offered in the
Australian market (Calder, Isaac and Malthouse, 2016). The age group from 25 to 35 are
mostly technology savvy groups. This age group is increasing as the marketers had
observed that this group of customers has more expenditure powers in current years in
comparison to past years. The age group from 36 to 50 or older makes the most
significant portion of the consumer market of Samsung as this group has the maximum
capacity to buy Samsung Smart TV offered in the Australian market. This group of
consumers will continue to increase in the upcoming years. The 15 participants of this
survey will be from these two age groups.
Data Analysis
In the year 2018, the new GFK data that is a combination of supplied and collected
information of vendors, Samsung Smart TV is number 1 brand of TV in all over Australia.
It is followed by LG and Hisense, but the reports of Ultra High Definition (UHD) TV
places Hisense in the fourth position. The latest information that had been collected over
one and half years revealed that in the month of November 2018, in the overall
Australian market, 28.1% shares had been held by Samsung, 18.8% shares had been
held by LG, 16.2% of shares had been held by Hisense, Sony had 14.4% shares, TCL