Survey Sample Analysis for Consumer Behavior of Colgate Toothpaste

This survey sample analysis aims to understand the behavior of consumers towards Colgate toothpaste. The survey was conducted using Survey Monkey with 15 participants. The analysis includes key findings on perception, attitude, motivation, group and individual differences, culture, family, and lifestyle.

SURVEY SAMPLE ANALYSIS

Table of Contents
Aim of the assignment.......................................................................................................2
Questionnaire....................................................................................................................2
Selection of the participants..............................................................................................4
Collection of data...............................................................................................................4
Analyzing of the collected data..........................................................................................5
Summary analysis.............................................................................................................5
Purpose..........................................................................................................................5
Development of Survey Instrument................................................................................6
Data analysis..................................................................................................................6
Key findings of the survey..............................................................................................7
References.......................................................................................................................10
Appendices......................................................................................................................11
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Aim of the assignment
The aim of the assignment is to conduct an analysis on the understanding of changes in
the consumer behavior in terms of their attitude towards availing a certain product due
to the driving forces like perception, attitude, motivation, group and individual
differences, culture, family and lifestyle. In this assignment, the consumer behavior is
analyzed for the product Colgate that is an FMCG product with the help of survey
monkey. The survey has been carried out considering fifteen customers who are
involved in the purchasing of the product effectively and influence that has been gained
by the customers while selecting the mentioned product.
Questionnaire
Are you familiar with the product Colgate?
 Extremely familiar
 Very familiar
 Somewhat familiar
 Not so familiar
 Not at all familiar
Do you agree the use of the brand Colgate gives you satisfaction?
 Strongly agree
 Agree
 Neither agree or disagree
 Disagree
 Strongly disagree
How likely you will be recommending the use of Colgate?
 Very likely
 Likely
 Neither likely nor unlikely
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 Unlikely
 Very unlikely
To what extent do you agree that the use of Colgate has been drawn from your family
members’ habit of using the toothpaste?
 Strongly agree
 Agree
 Neither agree or disagree
 Disagree
 Strongly disagree
Do you agree the commercials presented for Colgate has influenced you interest for the
product?
 Strongly agree
 Agree
 Neither agree or disagree
 Disagree
 Strongly disagree
What is your rating for the product Colgate?
 Very high quality
 High quality
 Neither high nor low quality
 Low quality
 Very low quality
Do you agree that you preference to buy Colgate increases when there is an offer
given?
 Strongly agree
 Agree
 Neither agree or disagree
 Disagree
 Strongly disagree
How likely you prefer buying the product considering the different ways of packaging
used to pack the product?
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 Very likely
 Likely
 Neither likely nor unlikely
 Unlikely
 Very unlikely
How far do you agree that there is a need change the product quality?
 Strongly agree
 Agree
 Neither agree or disagree
 Disagree
 Strongly disagree
Do you agree the price of the product Colgate has been tagged appropriately?
 Strongly agree
 Agree
 Neither agree or disagree
 Disagree
 Strongly disagree
Selection of the participants
The selection of the participants in order to generate the survey monkey data, there has
been the consideration of selection of fifteen customers who are consistently using the
product Colgate. The sampling techniques that has been used for the given survey is
based on the random sampling technique to pride the participants, the ability to respond
to the questions equally (Hox, Moerbeek & Van de Schoot, 2017).
Collection of data
The data collection method that has been carried out is based on the primary data
collection method. The selection of the data has been carried out using primary data in
order to ensure that the data that has been collected are real time data using survey
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monkey analysis technique ("Log in to your account", 2018). The collection of real time
data will allow the generation of outcomes that are accurate and will provide a better
insight on the survey that has been conducted.
Analyzing of the collected data
The data that has been gathered from the given survey indicates that the consumers
are highly dependent on the different driving factors that influence them to buy the
product Colgate. It has been noted that most of the Customers gave positive response
to most of the questions that has been asked to them. However, it has been noted that
the customers agree with certain negative aspect of the product like there is the need to
improve the quality of the product and the customers are not driven by the different
offers that are given by the company to its consumers.
Summary analysis
Purpose
Purpose of the current assignment is to critically understand the behavior of the
customer to analyze the reasons which drives the consumer towards buying the FMCG
product Colgate, toothpaste. Behavior of the consumers plays an important role in the
psychology of marketing. Consumer behavior helps to study the nature of the
consumers and their behavior towards buying the FMCG product. It makes a series of
observation based on the psychological factors of the consumers based on what they
feel the reason behind buying the product, and most importantly why they choose the
specific FMCG product Colgate, toothpaste from all the other brands present in the
market which sells similar products. Further, focus has been laid on the driving forces of
perception of the consumers, attitude of the consumers, reason they prefer buying the
product, cultural differences and the reason of motivating the group. The following
survey has been carried out using a free online survey instrument, Survey Monkey. The
survey will be carried taking a sample size of fifteen participants who recently
purchased the FMCG product. List of ten questions are made using Survey Monkey that
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will help to determine the reasons and the preference of the consumers towards
choosing the particular FMCG product.
Development of Survey Instrument
Survey instrument refers to the tools that are used for the implantation of scientific
protocols for gathering the data from the respondents of the survey. Initially the survey
is carried out by preparing questionnaire which includes series of questions to be
answered by the consumers. The questions prepared using the Survey Monkey will be
helpful to determine the behavioral factors of the consumers for choosing the same
FMCG product Colgate, toothpaste over a period of time. The survey generated will be
helpful to analyze the questions been asked and given options for the respondents to
give their opinions. In this survey, Survey Monkey has been used, which is a free online
survey development tool based on the cloud based software service of a company. The
process or steps followed by Survey Monkey in developing the survey requires the
individual to create one’s account first. For this the individuals need internet connection
and search for the official page of Survey Monkey. Once the official page is opened
then the individual need to make an account. This process requires answering the
information the site wants for generating the account. After the account is created the
individual needs to choose the option of create survey from the survey options by
selecting the category and giving title for the survey. This will be followed by creating
the survey questions and a template needs to be selected. When the questions are
generated then the collect response option needs to be opted. This selection will specify
the respondents whom the survey will be targeted. Further, the process will lead to
sending the survey to the respondents and the responses are being collected. After
collecting the responses, the information gained are observed and analyzed. Thus, the
main purpose of the carrying out the survey can be found after the whole process.
Data analysis
The survey that has been carried out indicates that the consumers are highly affected
by the presence of their family and the lifestyle that is being followed by them in terms of
using the product Colgate. It has been noted that the customers are highly influenced by
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the commercials that presented to them. The use of the Colgate has provided the
customers the required satisfaction as more than 74% of the respondents agreed that
the usability of the product is high for them. This has led to the outcome that the current
customers highly prefer to recommend the product to other individuals. This has lead to
the fact that more than 50% of the respondents agree that consumers are highly familiar
with the existence of the product. The given data indicates that the FMCG product
Colgate has been effective in gaining the trust for the customers but there is the need to
make the product more quality oriented.
Key findings of the survey
Questions Findings
Brand satisfaction given by the
respondents
It was found that majority of the
respondents were satisfied with the
brand in question number 1.
Recommendations percentage given
respondents
In question number 2, majority of the
respondents responded that they
recommend using the FMCG brand
Colgate
Effective role played by the culture for
selling of the product
Culture played an active role for the
selling process was seen in question
number 3.
Influence made by the commercials Commercials influence the marketing
of the brand was less affected in the
question number 4.
Familiarity of the product In question number 5, it was found that
the few of the respondents were
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extremely familiar with the product,
and other few were very familiar with
the product followed by less number of
the respondents were somewhat
familiar.
Rating given by the respondents Majority of the respondents said that
the product was of very high quality,
few of the respondents said that the
product was of high quality and other
few of the respondents said that the
product was neither high or low quality,
as seen in question number 6.
Increase of customers due to offers In question number 7, half of the
respondents were found strongly
agreeing that they bought the product
due to offers, while few of the
respondents agreed and other few of
the respondents neither agree nor
disagreed
Influence of the packaging on the
respondents
In question number 8, few of the
respondents very likely liked the
packing of the product, majority opted
likely, less number of people neither
liked nor unlike and few of the
respondents responded unlikely
Need for change of the quality of the
product
It was found that majority of the
respondents strongly agreed, few of
the respondents agreed, while less
neither agree nor disagree and the
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other respondents disagree in question
number 9.
Effect of costing of the product In question number maximum of the
respondents strongly agreed, other
agree and rest of the respondents
neither agree nor disagree
From the survey carried out by the Survey Monkey, the results generated shows that
the FMCG product Colgate, toothpaste has been able to satisfy the customers. The
customers are diverted towards buying of the product. They also buy the product in
more numbers when there are increases in the offers given. Majority of the respondents
recommends using the product on the basis of their culture. Commercials were
supposed to be affect the selling of the brand but it was found that the brand were sold
more due to cultural practice. The main reason of buying this particular product shows
that as Colgate being one of the FMCG products and due to its availability in the global
market in large scale. The customer prefers to buy this particular product again and
again. Costing of the product is also average which helps all types of customers to avail
this product easily. Packaging of the product was also was able to attract customers in
mass scale.
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References
Hox, J. J., Moerbeek, M., & Van de Schoot, R. (2017). Multilevel analysis: Techniques
and applications. Routledge.
Log in to your account. (2018). Retrieved from
https://www.surveymonkey.com/dashboard/
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Appendices
Survey Monkey graphical representation
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