MBA404 - Consumer Buying Behaviour and Market Psychology Survey Report

This report presents the findings of a consumer survey conducted to understand the shopping habits and psychological factors influencing consumer buying behavior, specifically focusing on Australian Natural Care herbal toothpaste. The survey, administered through SurveyMonkey, gathered data from 15 respondents using a close-ended questionnaire with a Likert scale. The analysis examines various aspects of consumer behavior, including brushing habits, brand switching motivations, time spent on product selection, sources of product information, purchase motivations, the helpfulness of product information, factors influencing purchase decisions, the impact of cultural and religious beliefs, and consumer preferences for future product availability. Key findings highlight the influence of motivation, consumer perception, attitudes, lifestyle factors, group and individual differences, culture, and family factors on purchasing decisions. The report recommends strategies to enhance consumer engagement, including targeted advertising, sales promotion, and emphasis on product quality and consumer needs. The report also explores the impact of cultural background and family influence on consumer behavior.

Running head: CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY
Consumer buying behaviour and market psychology

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 2
Table of Contents
Purpose........................................................................................................................................................3
Development of a survey instrument...........................................................................................................3
Administration processes.............................................................................................................................3
Data Analysis..............................................................................................................................................3
Key Findings...............................................................................................................................................6
References...................................................................................................................................................9
Appendix...................................................................................................................................................11

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 3
Purpose
The purpose of this survey was to check the shopping habits of customers. The questions were
designed in this way that they would give a brief idea of the Psychology work behind the
customer's brain when buying a particular product. The second purpose of the survey was to
identify those shopping habits and thinking, then applying it to the product (Fernandes and
Panda, 2019).
Development of a survey instrument
The survey is implemented through survey monkey. This technique is implemented for gathering
the authentic decision related to consumer buying decision issues. In the context of the survey,
close-ended questionnaire structure was executed to encourage the consumers for offering an
adequate response as compared to skipping questions (De Mooij, 2019). In addition to this, a
Likert scale was executed to enable consumers to choose an appropriate choice related to
questions. The survey was distributed through Whatsapp and other social media (Singh, 2017).
Administration processes
The initial stage is related to developing a questionnaire that involves 10 questions. Afterward, a
survey is related to Australian natural care red seal herbal toothpaste was sent to consumers with
the use of online link through an organized way. The survey through questionnaire was
performed with a total of 15 consumers for avoiding the biasness. Before initiating the survey, a
researcher has provided instruction to consumers that they have the right to skip the question in
the case, they do not feel unsecured and uncomfortable (Chauhan and Parmar, 2017).
Data Analysis
Q1 In a typical day, how many times do you brush your teeth?

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 4
It is analyzed that there are about 66.67% of respondents who do one time brush their teeth. In
contrast to this, only 6.67 of participants who do more than three times brush their teeth.
Q2 what makes you switch brands for toothpaste?
It is analyzed that about 66.67% of consumers stated that they switch brands for toothpaste due
to ingredients/information on packaging. In contrast to this, there are about 6.67% of participants
who switch brands for toothpaste due to loyalty points and availability.
Q3 Approximately how much time do you spend on selecting a toothpaste type and brand?
It is illustrated that there are about 46.67% of participants who spends under a minute on
selecting a toothpaste type and brand. In contrast to this, there are only 6.67% of respondents
who spends two to five minutes on selecting a toothpaste brand and type.
Q4 From where did you first hear about Australian Natural care red seal herbal
toothpaste?
It is assessed that there are about 60% of consumers who first heard regarding Australian natural
care seal herbal toothpaste from friend/family. In opposed to this, only 6.67% of consumers have
heard about Australian Natural care red seal herbal toothpaste from memory of previous herbal
toothpaste purchase.
Q5 When you went out to buy this toothpaste were you aiming for?
It is analyzed that about 33.33% of respondents have aimed to buy this toothpaste is only
Australian natural care herbal toothpaste. In opposed to this, only 26.67% of respondents have
aimed to go out to buy this toothpaste is any toothpaste (such as neither Australian care nor
herbal).

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 5
Q6 On the scale of 1 to 10 how helpful was ingredient list/information on packaging
(allergies/non-allergic chemicals, preservatives) on the Australian natural care red seal
herbal toothpaste?
It is also addressed that there is 8.4 average of consumers who states that allergies/nonallergic
chemicals, preservatives was helpful for them due to availability of ingredient list/information on
packaging on Australian natural care red seal herbal toothpaste.
Q7 Select all the factors that influenced your decision to buy Australian Natural Care
Herbal toothpaste?
From the data analysis, it is addressed that there are about 46.67% of consumers who influenced
to buy Australian Natural Care Herbal toothpaste due to teeth whitening and refreshing
breathing. On the other side, there are only 20% of consumers who influenced to purchase
Australian Natural Care Herbal toothpaste by familiar brand.
Q8 Did your cultural background or religious belief influence your decision of purchasing
herbal toothpaste of Australian Natural Care?
It is addressed that there are 80% of consumers who stated their cultural background or religious
belief does not influence their decision of purchasing herbal toothpaste of Australian Natural
Care. On the other hand, only 20% of consumers who stated that their cultural background or
religious belief influence the decision of purchasing herbal toothpaste of Australian natural care.
Q9 Whenever you go away from home would you:
It is analyzed that about 57.14% of consumers who states that whenever they go away from
home they would take the same toothpaste. On the other side, only 7.14% of consumers who
states that whenever they go away from home consumer they would change the brand due to
availability issues.

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 6
Q10 Would you like to see more Australian Natural care products in the market, please tell
us in a few words
It is assessed that there are most of the consumers who would like to see more Australian Natural
care products in the market like teeth whitening product for making teeth white. Some of the
consumers stated that they are good and suitable for all types of teeth.
Key Findings
Motivation
It is addressed that motivation can influence the purchasing intention of consumers with regards
to Australian Natural care products. There is a fact that a consumer has key motivation for
purchasing Australian Natural care products is best teeth protective from plaque and germs. It
can be suggested advertising can highly persuade the consumer to buy the products and meet the
consumer needs (Lantos, 2015).
Consumer Perception
It is evaluated that consumer perception can affect the purchasing pattern of consumers. There is
a fact that perception is developed earlier and highly purchasing products. However, it could be
different from each other in a distinct way. It can be recommended that Australian Natural care
products can focus on sales promotion tool for persuading consumer perception with respect to
Australian Natural care herbal toothpaste (Hunt and Good, 2015).
Attitudes
It is illustrated that the primary attitude of most of the consumer to purchase the herbal
toothpaste is friends/family. But, some consumer has the attitude to purchase this product due to
the influence of the memory of previous herbal toothpaste purchase. There is a requirement for
making enhancement in external advertisements, staff behaviour and professional advice to

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 7
influence the consumer buying behaviour. It can be recommended that company can emphasize
on taste and product quality for changing the consumer attitude in relation to Australian natural
care herbal products (Panigrahi, 2015).
Lifestyle factors
It is addressed that lifestyle factor could highly influence the purchasing pattern of customers
with respect to Australian Natural care herbal toothpaste. These lifestyle factors are related to
quality, price, advertisement, and taste. There is evidence that each brand has some individual
qualities as well as, features that could influence the purchasing intention of customers (Gong,
Yang, and Liu, 2019). Therefore, it is beneficial for customers to consider the requirement of a
person in brand as it can be significant to influence the consumers at a better value. It can be
recommended that company can emphasize on needs and demands of consumers for influencing
the lifestyle of consumers in order to practice the Australian Natural care herbal toothpaste (Roy,
2016).
Group and individual differences
It is demonstrated that there is a large number of customers who do not buy any other brand.
There is evidence that group and individual differences factors could impact on the purchasing
behaviour of consumers. There is a fact that there is a difference in group and individual with
respect to the choice of purchasing Australian Natural care herbal toothpaste. For example, an
individual buys herbal toothpaste due to group purchase and giving value for money (Farah and
Ramadan, 2017).
Culture
It is illustrated that culture can affect the buying intention of consumers such as some consumers
buy red seal herbal toothpaste due to cultural background and religious beliefs. There are facts

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 8
that cultural factors are set of value, fundamental wants, as well as, the perception that is
developed via consumers because of the impact of family, friends and other social institution.
Hence, the company can provide referral code to consumers to another consumer to shop
Australian Natural care herbal toothpaste (Roy, 2016).
Family factor
It is addressed that family can influence the consumers to create their buying patterns. There is
evidence that family is a social group and all members within the family are get influenced
through each other. Moreover, family bonding is effective as compared to creating bonding with
others. All family members can create a single decision with regards to buying products and
services associated with consumption. Hence, the company can emphasize on the need to
influence the family consumers. It can be suggested that Australian Natural care herbal
toothpaste can provide the family pack to persuade the family consumers to purchase the
products (Panigrahi, 2015).

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 9
References
Chauhan, J. and Parmar, G., 2017. A study on consumer buying behaviour for selected FMCG
products. International Journal of Education and Management Studies, 7(3), pp.396-399.
De Mooij, M., 2019. Consumer behaviour and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Farah, M.F. and Ramadan, Z.B., 2017. Disruptions versus more disruptions: How the Amazon
dash button is altering consumer buying patterns. Journal of Retailing and Consumer
Services, 39, pp.54-61.
Fernandes, S. and Panda, R., 2019. Influence of Social Reference Groups on Consumer Buying
Behaviour: A Review. Journal of Management Research (09725814), 19(2).
Gong, F., Yang, X. and Liu, M., 2019, June. Impact of Bundled Price Presentation the Online
Consumers’ Impulsive Buyer Behaviour-Empirical Analysis Based on Variance Analysis.
In International Conference on Applications and Techniques in Cyber Security and
Intelligence (pp. 383-393). Springer, Cham.
Hunt, K.A. and Good, R.C., 2015. Prescriptions to Narrow a Consumer/Organizational Buying
Behaviour Logical Inconsistency. In Proceedings of the 1990 Academy of Marketing Science
(AMS) Annual Conference (pp. 103-107). Springer, Cham.
Lantos, G.P., 2015. Consumer behaviour in action: Real-life applications for marketing
managers. Routledge.
Panigrahi, A.K., 2015. Brand User-ship of Toothpaste Buyers: A Study on Berhampur
City. Abhinav National Monthly Refereed Journal of Research in Commerce &
Management, 4(4), pp.46-54.

CONSUMER BUYING BEHAVIOUR AND MARKET PSYCHOLOGY 10
Roy, A., 2016. Growth and Development of FMCG Retailing in India: A Study based on
Consumers' Impulse Buying Behaviour. Pacific Business Review International, 8,(7), pp.14-22.
Singh, S., 2017. Effectiveness of advertisement on toothpaste product: a case study in Jhajjar
district. IJAR, 3(1), pp.403-405.

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Appendix
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