MBA404 Survey: Consumer Behavior and Marketing Psychology Analysis

This report presents an analysis of a consumer behavior survey conducted on 15 participants regarding their purchasing decisions related to the Samsung Galaxy S10 Plus. The study aimed to determine the influence of marketing activities, consumer perceptions, cultural values, and lifestyle behaviors on purchasing behavior. The survey instrument included 10 questions covering aspects such as product features, brand perceptions, social media influence, and price considerations. Data analysis revealed that the majority of respondents had purchased the phone and were satisfied with its features. The study found that positive brand perceptions, cultural values, social media marketing, and lifestyle factors significantly influenced purchasing decisions. The report also includes a literature review that supports the findings and provides recommendations to improve marketing efficiency by considering positive culture and lifestyle behaviors.

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
Goals and objectives...............................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................4
Data analysis..............................................................................................................................4
Key findings.............................................................................................................................10
References list..........................................................................................................................10
Appendices...............................................................................................................................11

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The main purpose for which the survey is done has been to determine the various
ways by which marketing activities have influenced the buying behaviours of consumers. The
assignment will also allow us to determine the various forces that have influenced the
consumer behaviours and even facilitated their ability to make a purchasing decision
(Parsons, Maclaran and Chatzidakis 2017). The marketing aspects will be managed by
considering the culture of the organisation, lifestyle behaviour and attitudes along with
motivation, encouragement and group or individual differences that can contribute to the
encouragement of customers to make purchases of the smart phone named Galaxy S10 Plus
introduced by Samsung. The new age smartphone has been developed to provide different
facilities to the customers and transform their emotions and perceptions on a positive note
that they have for the organisation (Samsung.com 2019).
Goals and objectives
 To identify the impact of marketing activities undertaken by Samsung to encourage
the perceptions that customers have on the company
 To evaluate the various approaches to marketing by Samsung that can create
awareness among people regarding the smart phone, i.e., Samsung Galaxy S10
 To assess the marketing possibilities of Samsung that can raise the level of motivation
and awareness among clients, furthermore influence their purchasing decisions
 To recommend measures that are subjected to improve the marketing efficiency
through consideration of positive culture and lifestyle behaviours by Samsung to enter
different market segments and enhance the ability of people to make purchasing
decision

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Development of a survey instrument
Survey questionnaire developed:
1. Did you purchase the Samsung Galaxy S10 Plus by Samsung, which has great
features to cater the needs of tech savvy clients?
2. Are the great features present in Samsung Galaxy S10 Plus sufficient to meet your
requirements and expectations from the company?
3. The positive perceptions that people have for the brand has often influenced their
buying behaviours and encouraged them to make purchase decisions too
4. Does the cultural values and beliefs within the society contribute to the
encouragement of buying behaviours and purchasing decisions made by the customers
for the product named Samsung Galaxy S10 Plus?
5. Is it true to believe that Samsung Galaxy S10 Plus has been one of major innovations
by Samsung, which has influenced consumer behaviours?
6. The smart phone falling the premium segment, has enabled customers to check for the
price that has been set by Samsung for Samsung Galaxy S10 Plus
7. The 6.4 inch curved display, advanced camera features, long lasting battery, slim and
bezel less display of Samsung Galaxy S10 Plus have easily influenced the customers
to make a purchasing decision
8. To facilitate the marketing tactics, Samsung has acquired knowledge on consumer
behaviours and analysed the different forces that contribute to marketing excellence
and consumer behaviour influence
9. The social media marketing for Samsung Galaxy S10 Plus has also enriched the word
of mouth promotions and influence purchasing decisions

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
10. The lifestyle behaviours, attitudes and individual differences are also major factors
that can improve the ability of customers to make decisions regarding purchase of
Samsung Galaxy S10 Plus
Administration processes
The process of administration contributes to the management of sampling techniques,
which allows for selection of right sample size required to improve the data collection and
then analyse those to achieve desired outcomes. The random probability sampling technique
has enabled selection of respondents randomly from a heterogeneous group that consists of
large number of people (Pappas 2016). They were provided with the survey questionnaires
where they provided their responses, considered as quantitative data. The non-probability
convenient sampling technique was used to collect qualitative data in the form of responses
by the managers who were called in for interview according to their convenience from the
busy schedule (Kim and Johnson 2013). The sample size is chosen as 15 customer and 5
managers.
Data analysis
Did you purchase the Samsung Galaxy S10 Plus by Samsung, which has great features to
cater the needs of tech savvy clients?
ANSWER CHOICES– RESPONSES–
–
Yes
86.67%
13
–
No
13.33%
2
TOTAL 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Analysis
From the survey results, it could be understood that 13 out of 15 respondents already
purchased Samsung Galaxy S10 Plus while only 2 out of 15 respondents do not own the
smart phone. The product has great features, which makes it quite popular and thus most the
people have owned it (Foxall 2014).
Are the great features present in Samsung Galaxy S10 Plus sufficient to meet your
requirements and expectations from the company?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
53.33%
8
–
Agree
40.00%
6
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
0.00%
0
TOTAL 15
Analysis

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Based on the survey, it could be analysed that 14 out of 15 respondents responded
positively and agree to the statement while there were no negative responses provided by any
of them. There has been only one respondent out of 15 respondents who neither agreed or
disagreed to the statement.
The positive perceptions that people have for the brand has often influenced their buying
behaviours and encouraged them to make purchase decisions too
ANSWER CHOICES– RESPONSES–
–
Very likely
80.00%
12
–
Likely
13.33%
2
–
Neither likely nor unlikely
0.00%
0
–
Unlikely
0.00%
0
–
Very unlikely
6.67%
1
Total Respondents: 15
Analysis
From the analysis of survey data, it could be analysed and interpreted that the
majority provided positive responses, i.e., 14 out of 15 respondents while only one out of 15

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
respondents provided a negative response Thus, the majority of responses is positive, which
denotes that the perceptions that customers have towards the brand are positive
(Balakrishnan et al. 2014).
Does the cultural values and beliefs within the society contribute to the encouragement of
buying behaviours and purchasing decisions made by the customers for the product named
Samsung Galaxy S10 Plus?
ANSWER CHOICES– RESPONSES–
–
Strongly approve
53.33%
8
–
Approve
26.67%
4
–
Neither approve nor disapprove
13.33%
2
–
Disapprove
0.00%
0
–
Strongly disapprove
6.67%
1
TOTAL 15
Analysis
Based on the analysis, it is understood that 12 out of 15 respondents fall in the agree
and strong agree category while 2 out of 15 respondents remained neutral in their responses.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Only one out of 15 respondents disapproved and do not believe that cultural values and
beliefs can contribute to the influence of purchasing decisions for the brand product.
Is it true to believe that Samsung Galaxy S10 Plus has been one of major innovations by
Samsung, which has influenced consumer behaviours?
ANSWER CHOICES– RESPONSES–
–
Very likely
60.00%
9
–
Likely
26.67%
4
–
Neither likely nor unlikely
6.67%
1
–
Unlikely
6.67%
1
–
Very unlikely
0.00%
0
TOTAL 15
Analysis
According to the survey results, 13 out of 15 respondents believed Samsung Galaxy S10 Plus
to be a major innovation of the brand, which has been the majority here. Only 2 out of 15
respondents remained neutral and did not agree to the statement made.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The smart phone falling the premium segment, has enabled customers to check for the price
that has been set by Samsung for Samsung Galaxy S10 Plus
ANSWER CHOICES– RESPONSES–
–
Strongly agree
46.67%
7
–
Agree
26.67%
4
–
Neither agree nor disagree
20.00%
3
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
Considering the survey results, it could be illustrated that the Samsung Galaxy S 10
Plus fall in the premium segment, which might often discourage individuals from the regular
market segments. Thus, 11 out of 15 respondents believed that the prices set for the product
should be considered before making purchase while 3 out of 15 respondents did not provide
any positive or negative responses (Shahin Sharifi and Rahim Esfidani 2014). A single
individual out of 15 respondents has provided negative response to the statement.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
The 6.4 inch curved display, advanced camera features, long lasting battery, slim and bezel
less display of Samsung Galaxy S10 Plus have easily influenced the customers to make a
purchasing decision
ANSWER CHOICES– RESPONSES–
–
Strongly agree
73.33%
11
–
Agree
13.33%
2
–
Neither agree nor disagree
6.67%
1
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
All these extensive features have made the smart phone able to cater the needs of
people, which is essential for influencing buyer behaviour. Thus, the majority of responses is
positive, i.e., 13 out of 15 respondents agreed to the statement while the negative responses
are found to be the least, i.e., one out of 15 respondents.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
To facilitate the marketing tactics, Samsung has acquired knowledge on consumer behaviours
and analysed the different forces that contribute to marketing excellence and consumer
behaviour influence
ANSWER CHOICES– RESPONSES–
–
Strongly approve
60.00%
9
–
Approve
20.00%
3
–
Neither approve nor disapprove
13.33%
2
–
Disapprove
6.67%
1
–
Strongly disapprove
0.00%
0
TOTAL 15
Analysis
From the results of survey, it could be analysed and interpreted that most of the
responses are positive, i.e., 12 out of 15 respondents while the negative response has been
recorded for only one out of 15 respondents. 2 out of 15 respondents did not agree or disagree
to the statement and thus the neural responses did not create any significant effect on the data
analysis (Samsung.com 2019).