Analysis of Consumer Behaviour in Marketing Psychology: MBA404

This report presents an analysis of a consumer behavior survey focused on skin care products. The research aimed to identify the factors influencing consumers' purchasing decisions, including cultural influences, lifestyle choices, values, and beliefs. The survey, conducted using Survey Monkey, involved 15 respondents and explored their attitudes, behaviors, and preferences regarding skin care products. Key findings revealed that consumers prioritize product quality, brand image, and accessibility. They also make frequent purchases, primarily from cosmetics stores, and are influenced by celebrity endorsements and social media. The analysis highlights the importance of understanding consumer psychology in marketing and provides insights into the factors that drive purchasing behaviors within the skin care market. The report also discusses the survey administration process, data analysis techniques, and key findings related to consumer preferences, brand loyalty, and the impact of marketing strategies.

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................5
Analysis of data..........................................................................................................................6
Key findings...............................................................................................................................7
Reference list..............................................................................................................................8
Appendices.................................................................................................................................9

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
Based on the survey results and outcomes provided, it is clear that the main purpose
or aim of conducting the research is to identify the significance of developing the survey
process comprising of the ten questions related to the various factors that are responsible for
influencing the consumers’ buying behaviours and purchasing decisions (Hemanth jagadeesh
2020). According to the analysis of results and assessment of survey process, it is also
understood that the research subject highlights the importance of the various factors such as
the culture, age, lifestyle behaviours, gender, life cycle, culture, values, beliefs and lifestyle
choices, all attribute to the purchasing decisions made by the customers for the skin care
products (Mullen and Johnson 2013).
The goal of the research subject is to analyse the different results acquired by
assessing the responses of respondents in the survey questionnaires, which can allow the
researcher to understand about the various factors that encourage the clients to make purchase
of skin care products from their preferred brand. Thus, the research aims to determine the
perceptions, behaviours and attitudes of consumers that are responsible for influencing their
buying choices while at the same time, determine the cultural influences, values, beliefs and
family influence, which may align the behaviours of customers toward the purchasing
decisions made by them during the consumption of the skin care products or services
(Haugtvedt et al. 2018).
Development of a survey instrument
The purpose of developing the survey instrument for the research has been to analyse
the results and interpret those through presentation of different questions that are related to
the questions presented in the research. The survey instrument should also be beneficial for
presenting the questions that were distributed in the survey questionnaire to the respondents,

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considered as major samples while conducting the research. The objectives are in line with
the research questions, which could also help in influencing the process of decision making
and at the same time, influence the consumers’ buying behaviours and choices regarding the
purchase of skin care products too (Kruglanski and Higgins 2013).
Survey question Survey objective
How many times over the past month have
you visited the doctor or another health
professional about your skin or caring for
your skin?
To identify the frequency at which the
customers have either visited doctor or any
other health professional for taking care of
the skin
What are the factors due to which, the
purchase of skin care products is influenced
To determine the influencers that are
associated with the encouragement of
decision making regarding purchase of
products
How often do you buy the same brand of
skin care products?
To assess the frequency of customers
making purchase of the skin care products
of a brand
How much importance does the skin care
product holds for the customers when taking
care of their skin?
To evaluate the level of importance of the
skin care product based on their usage
From where do you prefer to buy the skin
care products?
To make assessment of the places from
where he customers mostly prefer to make
purchase
What matters you the most when buying a
skin care product from a specific brand?
To analyse the various factors that make the
customers choose the products
What is the level of importance of the skin To measure the level of importance of the

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
care product for the customers during the
usage?
skin care poducts
Who else in your household uses the skin
care products?
To assess the other family members who
refer to make use of the skin care products
of the brand
How often do you purchase the skin care
products?
To analyse the frequency of purchases made
by the customers
Lastly, do you purchase other L’Oreal
products?
To determine whether the customers make
purchase of skin care products from L’Oreal
or not
Administration processes
The administration process represents the various ways of considering the samples,
collect data and information and managing the analysis of data and information for delivering
appropriate outcomes. This process of administration defines the ultimate goal for which the
survey process has been done, which could not only help in acquiring the responses of the
respondents through analysis of responses presented in the survey questionnaire, but would
also help in determining why the research has been done revolving around the various factors
responsible for influencing purchasing decisions made by the customers (Wells 2014). This
entire process considered the selection of samples with the help of random sampling
technique and then the selected respondents were provided with the survey questionnaires
that were answered by them. The main purpose has been to analyse the effectiveness of
various factors and determine how the cultural influence, lifestyle choices, behaviours, values

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
and beliefs along with the quality, pricing and family influences contribute to their
purchasing behaviours for the skin care products (Van Raaij et al. 2013).
The survey questionnaires were sent to the participants of the research via emails and
also with the use of Whatsapp or any other chat messenger. It was made sure to assess he
Facebook age for the brand and its products, which also made them know about the product
and provide their responses in the questionnaire properly. The individuals from the campus
were also asked about the research project and their responses were gathered as well to
maintain the validity and reliability aspects too. The Facebook pages were provided with the
link of the survey, which allowed for acquiring the samples quite easily and the responses
were provided by them without any need to open any other link. As most of the people are
habituated with the use of internet and social networks, so the link posted on the Facebook
page would help in collecting the data and information easily. The link has been provided to
the respondents so that they can provide the answers to the questions presented in the survey
questionnaire, furthermore, ensured drawing the best responses and understand how much
they are associated with the consumption of the brand products. The students are identified
within the campus with the help of carrying out a campaign and managing a survey process
where the questions about the brand were asked to them, based on which they provided
information about what kind of products are used by them and their respective brands. This
has though been done randomly, which has helped in collecting the responses and present
data and information accurately too.
Analysis of data
As per the analysis of the responses from the Survey Monkey technique, it has been
understood that the customers are no longer willing to visit the doctors for skin care or
treatment. Out of the 15 respondents, 6 of them visited not a single time, while 4 out of 5
respondents visited the doctor or health care professional for skin treatment only four times,

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which has been followed by those remaining respondents who visited one time or maybe two
or three times only (Mathras et al. 2016).
When asked about the reason for choosing skin care products and what might be the
influencing factors, the majority could be seen in the strongly agree and somewhat agree
categories, which constitute a major percentage, i.e., 12 out of the 15 respondents agreed to
the statement. They believed that skin care has been very important because it presents pride
of the women, looks healthy and also creates a positive vibe, which has further been
influenced by the cultural values that facilitate the skin care and healthy skin too (Stephen
2016). Most of the positive responses fall in the agree category, which represent the fact that
most of the individuals are quite concerned about their skin and use of skin care products are
quite popular among them.
In terms of how often the same brand of skin care products are being bought, repeated
purchases have been made for 994 times, which represent the trust of the customers toward
the brand and loyalty too. Thus, the average number, being 66, enables that the 15
respondents would likely purchase the same brand in most of the time the purchases are
made, i.e. two third of the purchases. Based on the analysis of responses as presented in the
survey process, the advertisements and promotions and involvement of social media
platforms have mostly been considered as very much important for influencing their choices
for skin care products. The store displays seemed not much important, rather focus has been
more on the social networks and celebrity endorsements along with the online reviews and
recommendations by friends, which have influenced the buying behaviours and purchasing
decisions (De Mooij 2019).
Based on the analysis, most of them, i.e., seven out of 15 respondents like to purchase from
the cosmetics stores while the remaining 6 respondents preferred to make purchases from

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health store or health care professionals. When asked about what might be the most important
thing to be considered while buying the skin care products, the brand image price fared the
highest during the influence of their purchasing behaviours. Most of them agreed about the
statement while few others believed that the product size, quality and availability are other
factors that influence their decision making (Baker and Saren 2016).
Based on the analysis of results from question 4, it is understood that the influential factors,
few of those, rake higher when compared to the social media platforms’ engagement but at
present, the social media communication has served as great tool to establish good
relationship between the business and its customers, thereby, keep them aware of the brand
and its products ad furthermore, influence their buying behaviours too.
Based on the analysis of importance level when purchasing the skin care products, the
highest majority of people believed that the skin care products are very important for
healthier skin, dryness removal and also for protection of skin. The remaining individuals
also stated about the importance of the product for maintaining fairness, prevention of
pimples and dark patches and also to reduce skin irritation, which seemed somewhat
important as well. Most of the individuals, 6 out of 15 respondents make purchases between
two to three months while the four out of 15 of them purchase every month and only a least
majority could be seen for 2 respondents who rarely purchases (Mullen and Johnson 2013).
Based on the analysis of responses, 9 out of 15 respondents do not purchase skin care
products from L’Oreal while only 6 out of them make purchases from the brand.
Key findings
As per the analysis of results, it has been found that the customers seek to purchase
skin care products for keeping their skin healthy and clean while at the same time, the factors
that influence them mostly include quality, brand image, accessibility, their cultural values

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and also the positive attributes that they would likely gain while making purchase. It has also
been found that they make purchases frequently, i,e., in between two to three months and it is
clear that they are quite concerned about their skin as well (Wells 2014). They only mostly
use the products and they prefer the cosmetics stores to make purchases, the celebrity
endorsements, social media platforms putting efforts to advertise, online reviews and positive
recommendations have also contributed to the influence of their purchase making decisions.
One thing has been sure that the customers’ majority here seemed to be inclined to some
other brand as very lesser numbers of customers have made purchases from L’Oreal brand
(De Mooij 2019). All these responses have been acquired with the Survey Monkey tool,
which represents the authenticity and accuracy in terms of the ethical measures undertaken
along with the maintenance of validity and reliability in the research too.
Though most of the responses tend to be positive, still few negative feedbacks and
responses proved that somewhere there are few issues related the product, be it the skin
friendliness or even the quality, which might have been unable to meet their demands
comprehensively. Moreover, there are few negative responses by the participants of the
research where they made complaints, which were not responded properly. Thus, one such
question arises here regarding the effectiveness of customers’ services delivery, which could
allow for responding to the queries of customers and ensure keeping them satisfied and
inclined towards the purchase of the product consistently. Based on the findings, it has also
been understood that the customers’ services has also been a major factor that influenced the
people to make purchases and even remain aligned with the specific brand much more
comprehensively. Not only the price and quality are important factors, but also these other
factors have largely contributed to the purchasing decisions and buying behaviours too.

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Reference list
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Haugtvedt, C.P., Herr, P.M. and Kardes, F.R. eds., 2018. Handbook of consumer psychology.
Routledge.
Hemanth jagadeesh,I,2020.consumer behaviour [interview][16 12 2019]
Kruglanski, A.W. and Higgins, E.T. eds., 2013. Social psychology: Handbook of basic
principles. Guilford Publications.
Mathras, D., Cohen, A.B., Mandel, N. and Mick, D.G., 2016. The effects of religion on
consumer behavior: A conceptual framework and research agenda. Journal of Consumer
Psychology, 26(2), pp.298-311.
Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior. Psychology Press.
Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior. Psychology Press.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, pp.17-21.
Van Raaij, W.F., van Veldhoven, G.M. and Wärneryd, K.E. eds., 2013. Handbook of
economic psychology. Springer Science & Business Media.
Wells, V.K., 2014. Behavioural psychology, marketing and consumer behaviour: A literature
review and future research agenda. Journal of Marketing Management, 30(11-12), pp.1119-
1158.

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Appendices

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