Consumer Behavior Survey Report

This report details the findings of an online survey conducted using SurveyMonkey to understand consumer behavior regarding Fitbit smartwatches. The survey employed a mix of open-ended and closed-ended questions, Likert scales, and multiple-choice questions to gather data from 15 respondents. The analysis covers demographic information (gender, age, ethnicity), brand awareness and ownership, product preferences, purchase influences, and comparisons with Apple Watch. The results reveal that Fitbit is a well-known brand, with Charge 2 being the most popular model. Positive feedback predominated, although areas for improvement were identified. The report concludes that the survey successfully gauged consumer behavior and provided valuable insights for improving the Fitbit brand.

Running head: Survey Sample and Analysis 1
Survey Sample and Analysis
Student Name
Institution

Survey Sample and Analysis 2
Contents
Introduction..........................................................................................................................3
GOAL..............................................................................................................................3
Administration Process........................................................................................................4
Survey Construction........................................................................................................4
Questions.....................................................................................................................4
Types of Questions.......................................................................................................4
Survey Administration.....................................................................................................5
Data Analysis.......................................................................................................................6
Findings.............................................................................................................................12
Conclusion.........................................................................................................................13
References..........................................................................................................................14

Survey Sample and Analysis 3
Introduction
This report consists of detailed findings and results of the online survey on Survey
Monkey. The survey was made to know about consumer behaviors. Questions asked in the
survey was formatted according to parameters required for a consumer survey. The product for
this survey was Fit-Bit, which a smartwatch brand. This survey helped in exploring the public's
connections, attitude, behavior, reaction, values, and knowledge related to Fit Bit smartwatch
brand.
GOAL: The goal of this report is to understand the consumer behavior and what are
methods that are required for a successful survey. This report will cover the wide area of
knowledge of public and their opinions on Smartwatch. My report on the survey is comprised of
analysis, understanding of driving forces, family, culture, behavior, etc.
The report will discuss the identification and understating of those cultural factors, that
affects the consumer's decisions. Then it will discuss the identification and understate of those
social factors that directly or indirectly affect the consumer's behavior. We will also discuss and
examine how social and cultural factors used to change over time to time basis.
We need survey because the survey is an efficient method to collect and analyze the
information of any product or service by a large or small group of people. The survey is a
flexible way of understating the forces that drive the consumer behavior. It can be made
according to the area you are interested. I made this survey on a famous survey website,
Surveymonkey.com. My survey is in the form of Questionnaires. There are a total of 10
Questions asked in the survey, in which each and every question has 5 objectives. I shared this
survey with 15 people who responded according to their knowledge.

Survey Sample and Analysis 4
Administration Process
Survey Construction
Questions:
Each question constructed in the survey comprise of five objectives. There are a total of
10 questions, these questions are framed according to the different parameters of the survey. The
survey starts with a high-interest question which is commonly asked in various surveys like Age,
Gender, etc. (Krosnick, 2018) The survey ends with some of the basic parameters to be asked in
a survey based on consumer behavior like a demographical survey. I have kept the survey very
simple and clean without any unnecessary question that may irritate the individual who is doing
the survey or any kind of irrelevant question which is not required in the survey. The survey is
evaluated prior to administration. (Thompson, Martinez, Clinton, & Díaz, 2017)
Types of Questions:
In the survey I have asked few types of questions, like “Open Ended Question” and other
is “Closed Question” and Likert Scale and Multiple Choice questions. I will explain this detail:
Open Ended Question: An open-ended question is intended to energize a full, important
answer utilizing the subject's own particular feelings and/or knowledge. This is just different
from the closed end question, which basically consists of yes or no. These types of question
basically consist of "How and; or Why", or used to start with "Tell me why/about". These are
questions on a technical basis but asking for a reply. (Geer, 1988)
Open-ended questions are based on Qualitative research. Mainly used in the case to
figure out, what people basically think about the services or products and used to ask for
opinions.
For example: Tell me about your latest phone?

Survey Sample and Analysis 5
Close Ended Question: A close-ended question is basically a simple one, individuals
used to reply only in "Yes or No" or within two-three words.
Closed-end question is basically based on Quantitative research. This type of question is
asked when we want to figure out how many people are using the product. Basically used to find
out numbers. One of the main advantages of this type of question is that it can be easily scanned
by the computers to find out the answers and result in bulk.
For Example: Are you going on a trip with Hippies Adventures?
Likert Scale: In the survey process, Liker Scale is the commonly used technique for
scaling responses in such a way that each option is rationally equidistance from other. This scale
is used to measure attitude. (Allen & Seaman, 2007).
Multiple Choice Question: This type question consist of a problem which in other words
is known as "Stem" with a list of solutions. Out of all the listed solution, the person doing the
survey have to select one option according to his knowledge. This type of question is used to
measure normal variable. Also sometimes there is an option to choose all the above.
Survey Administration
I used survey money, one of the best online survey maker website for my report. I will
administer my survey with the help of link created, I used social networking websites like
Facebook, Messenger, use of mailing services like email and text. The survey was sent to the
people I know like in families, friends, etc.

Survey Sample and Analysis 6
Data Analysis
The survey is made to check out what are the interest and needs of consumers, or in the
case, you want improvement in your firm and asking the people. Now we will do the analysis of
our survey, which was made to figure out the consumer feedback for Fit Bit Smartwatch. We will
the analysis of all the 10 Questions and their results, one by one. Also, we will discuss the
objectives of each question and why those questions were sent to those individuals.
Q1. What is your gender?
Q2. What is your age?
Q3. What is your Ethnicity?
I have put these questions altogether because all of them are a Socio-
Demographic question and with same objectives. This question is asked to know the gender of
the consumer doing the survey. There are pre-defined options for gender. All the question are
Multiple Type Questions.
Objective: The main objective of asking this question was to know who uses product
most and which product is used more by males and females. Gender differences are basically
perception and attitude toward any product. If we want to know about the attitude, we need to
know about the previous experience of any product or knowledge of any product (Hasan, 2010).
Whereas, perception is the interception of that person toward that product on the basis of past
experience or knowledge.
We used to ask about ethnicity, gender or disability because it used to tell how consumer
responded to a survey and also helps in highlighting key problems during the development of a
product or service.
Hence five of the objectives are 1. Gender Difference

Survey Sample and Analysis 7
Why: All these people are using a Smart watch or have a good knowledge of
Smartwatch.
Result: By asking these 3 socio-demographic question, we got to know about the
perception of the consumer toward Fit-Bit Smartwatch. According to the result, when we look at
the gender, we will find that 60% of Females and 40% of Males are there in the survey. It means
smart watch is more in use by Females.
When we look at the age we will find that approx. 27% of total people surveyed comes
between the ages 18-24, and 73% of total people come between the ages of 25-34. This gives us
a result that more matured people b/w 25-34 years, use the smart watch.

Survey Sample and Analysis 8
More people are there from Asia Pacific region, about 53%. Rest are from White /
Caucasian and other regions.
Asking these socio-demographic questions tell us about the behavior of a consumer
according to characteristics. (Ling, Bertel, & Sundsøy, 2012)

Survey Sample and Analysis 9
Q4. Please check all that applies to you:
 I have heard Fitbit before.
 I have friends or a family member who uses a Fitbit product.
 I own a Fitbit product.
 I do not use Fitbit but I own another health wearable.
 I am not familiar with Fitbit.
Q5. What kind of Fitbit brand do you own?
 Charge 2
 Alta
 Charge HR
 Blaze
 Flex
 One
 Zip
 Surge
Both the questions are multiple choice question.
Objective: Objective was to know whether the individual is the owner of Fitbit or has the
knowledge of Fitbit. In the first question, I have asked the individual to choose from the given 5
options.
Why: This question is asked to know that whether the user or any member of his family
owns the Fitbit product or not? And if he's the owner of the brand then which Fitbit brand is
owned by him/her?

Survey Sample and Analysis 10
Result: In the first question, out of five options 60% voted for: "I have heard of Fitbit
before" this means that most of the people in this survey are using smartwatch of some other
brand. (Because I have surveyed only those people who are owner of any smartwatch so there is
no option that he's not using any of the brands). This was followed by those people who have
their family members or friends, using Fitbit.
In the second Question, I have asked about the brands. There were total 8 brands of Fitbit
in the option to choose. 82% approx. people use Charge 2. This shows that people are very much
attracted toward Charge 2 and lots needed to be done in case of other Brands.

Survey Sample and Analysis 11
From Question 6 to Question 9, all the questions are the feedback question and based on
user comments. Feedback is very important in the survey to know what exactly a consumer need.
What are the changes and improvement that are required by the consumer? This will help in
knowing the positive and negative feedbacks.
Q6. What do you like or not like about the Fitbit?
This question will help us knowing the perception of a consumer toward that brand. In
the feedback, there was total of 15 response. All the response were positive. This means that
people are happy with their brand.
Q7. In what year and where did you purchase your first Fitbit product or the
recent one?
This question will tell us which model of the brand is used mostly. Also, it will tell us
about the duration of use. According to the survey, we find that out of 15 responses, 4 people are
using 2016 model, 3 people are using 2015 model, 9 people are there who are saying that they
have 2017 model. This means that most of the people have purchased Fitbit in 2017.
Q8. What influenced your decision to purchase a health wearable like Fitbit?
(Please give me a specific answer)
This question was asked to know why people are using that brand and for what use. There
were multiple replies like: someone is using to track activities, someone is using to calculate
steps, someone uses it for monitoring BP, etc.
Q9. Please give a reason that your family uses the product, if not why?
This question will help in knowing why the product is not being used by only of the
members of that family. Most of them who said no, were saying that they are not aware of its use
or they don't have any use of Fitbit.

Survey Sample and Analysis 12
Q.10 Apple watch is the most competitive that average price from $349 to $599,
and Fitbit Charge 2 costs from $149.95 to $179.95. Given the average prices of the
products, which of the two health wearables would you be more likely to buy? Could you
please briefly tell me why you selected it?
In this question, 2 options were given to choose: Apple and Fitbit. This question is asked
to know among Apple and Fitbit, which brand they will prefer to wear or refer it someone they
know very well.
Result: Most of them voted for Fitbit, but those who were using apple or want to vote for
apple have mixed reviews against Fitbit. Someone is saying that Fitbit lacks software, someone
is saying monitoring system of apple is not good as Fitbit, etc.
Findings
After the survey, we find that from question 1 to 10 every one responded. In question 1 to
3 which was based on a demographic sample, we find that more females within the age of 24-35
years are using a smart watch and most of them are from Asia and Pacific region. In the next part