Consumer Behavior and Marketing Psychology: Nescafe Case Study Report

This report provides an in-depth analysis of consumer behavior related to Nescafe coffee products. It begins with an introduction to consumer behavior and marketing psychology, followed by a detailed explanation of the research purpose, which is to understand customer attitudes toward Nescafe. The report outlines the development of a survey instrument, including considerations for perception, attitude, motivation, and cultural differences. The administration processes are described, and the data analysis section presents the findings from the survey questions, including customer satisfaction, brand perception, and purchasing behavior. Key findings highlight customer satisfaction and brand loyalty. The conclusion summarizes the importance of understanding consumer behavior. The report includes references to relevant academic sources.

Consumer Behaviour and
Marketing Psychology

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Purpose........................................................................................................................................3
Development of Survey instrument 325.....................................................................................3
Administration Processes............................................................................................................4
Administration process....................................................................................................................1
Data Analysis..............................................................................................................................1
KEY FINDINGS..............................................................................................................................2
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................1
.........................................................................................................................................................2

INTRODUCTION
Consumer behaviour is the observational activity which is conducted for studying
the behaviour of consumers in the market area from the time of entrance as well as
initiate the purchasing decision till the final purchase is made. In simple word it can be
said that consumer behaviour is the study of how purchase will make buying decision
and what are the underlying elements which influence decision making. Along with this,
marketing psychology related to the manner in that market reflect their customers and
collective emotional state (Schmitt,2011). This report is based on Nescafe which is
coffee product organisation introduced in 1938 and serving their products worldwide.
Respective research is going to analyse the behaviour, perception and attitude of
customers towards Nescafe by doing proper research.
MAIN BODY
Purpose
Main purpose behind conducting this research is to identifying behaviour of
consumer towards Nescafe products. It is necessary to analyse consumer behaviour
because this is complex and every consumer have different attitude towards
purchasing, consumption as well as disposal of product.
Development of Survey instrument 325
Survey instrument is an tool for consistently applying a scientific protocol so that
data or information can be gained from selected respondents. In case of social and
behaviour surveys survey instrument is mainly questionnaire which gives a script for
presenting set of questions and options of response. Thus, while conducting a survey
questionnaire, following are the aspects which are taken in consideration:
 Perception- Its is a process where an individual choose, organise and interpret
the stimuli. Perception helps in making decisions about any particular concern. It
is mainly influenced by the experience of customers, likes, dislikes, beliefs, etc.
Thus, questionnaire should be made focusing on the perception of customers
about Nescafe products.
 Attitude- It helps in understanding the feeling and tendency of an individual
towards any matter. Thus, a customer with positive attitude have more chance of

buying the product of company. Whereas, a consumer which have a negative
attitude have less chances of liking the product of Nescafe.
 Motivation- It can be described as a process which drives with in a to realize
leading it to pursue take actions in order to fulfil the respective need. These
needs can be understand as a physiological needs, safety, esteem and self
actualisation needs of an individual which motivates them to take certain action.
Thus, it is important for the company to understand motivation of consumer in
order to develop a survey questionnaire.
 Group or individual Differences- Every individual have different nature, beliefs
and other differences which influence their buying behaviour. Similarly, while
consuming a product of Nescafe, it can be analysed that each customer have
different preference which affects the buying behaviour of product (Foxall,2014).
Thus, while developing a questionnaire for survey, it is important to understand
these differences of individual in order to target them differently.
 Culture- There are so many cultures that affects the decision making of
customers. Some individuals from different culture prefer tea over coffee,
however, some people consume coffee on daily basis depending on their cultural
differences. Thus, in order to target customers of different cultures, it is important
to understand these differences. Hence, while developing survey for Nescafe,
culture differences of customers can be taken in consideration.
 Family and Lifestyle- The mindset of an individual is developed by their
upbringings. Every customer will have a different perception towards things
which is highly influenced by their family and lifestyle. Thus, it is important for
Nescafe to understand psychology of client based on family and lifestyle.
Administration Processes
Administration procedure within survey ensure that coordination in relation to
maximise the opportunity for strong response of people as well as to gain reliable data.
Because without proper data and information it is not possible to gain appropriate
outcomes of the entire survey (Schmitt, 2012). Moreover, process of survey must be
followed so that results can be gained and behaviour of customers towards Nescafe is
identified.

Data Analysis
Que.1 How likely is it that you would recommend Nescafe Coffee to a friend or
colleague?
This question is framed to understand the psychology of customers. The results
attained were in favour of Nescafe where customers agreed to promote the brand to
their known circle.
Que. 2 How satisfied or dissatisfied are you with Nescafe?
This question helps in understanding the perception of customers toward
products and services of Nescafe. From the collected data, it can be analysed that out
of group of of 16 individuals, 7 people are very much satisfied with the brand. Similarly,
4 people have above average satisfaction level from the products and services of the
company. Where as, two customers were not satisfied with Nescafe services.

Ques.3 Which of the following words would you use to describe Nescafe Coffee? Select
all that apply.
From the received data, it can be analysed that majority of customers think that Nescafe
is value for money. This means that customers are satisfied from price range and
quality. Similarly, most of the customers think that Nescafe is a reliable brand.
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Que.4 How well does Nescafe products meet your needs?
From this questioned, it can be examined that 7 out of 16 customers thinks that
products of Nescafe fulfil their needs and demands. Similarly, 2 individuals are
extremely satisfied with the goods. There are certain number of customers which are
somewhat satisfied with meeting requirements.
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Que.5 How would you rate the quality of Nescafe Coffee?
This questions helps in understanding the perception of customers towards the
quality of Nescafe Coffee. Thus, 56% of customers believes that Nescafe serves high
quality product. Whereas, 25% of customers have an avergae view towards the Coffee
product.
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Ques. 6 How would you rate the value of money of Nescafe Coffee products?
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From the gathered information, it can be analysed that 43.7% believe that price
range is above average. Similarly, 18% of individuals think that prices are effective.
However, no customer believes that price range is too expensive.
Ques. 7 Are you aware of Nescafe Coffee Culture Projects?
It can be analysed that maximum number of customers are aware of the project
which is 43.7%. However, 37 percent of customers are not aware of the project.
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Ques. 8 How long you been consuming Nescafe Coffee?
From the above graphical presentation it has been analysed that people are consuming
Nescafe coffee more than 3 years and out of 16 peoples 7 are in the favour of this. 2
respondents are saying that they are consuming it from last 1-2 years. Thus, there is no
such people who are haven't yet consume this product.
Ques. 9 How likely are you to purchase any of Nescafe Coffee Product again?

As per the above graphical presentation it has been analysed that very likely people will
purchase Nescafe Coffee products again out of 16 respondents 7 are in they favour of it
and there is zero people who are saying that they will not purchase respective product
again.
Ques. 10 Do you consume Nescafe Coffee in your daily life routine?
Most of the people consume Nescafe Coffee in their daily life about of 16
respondents 10 re saying yes for it. Reason behind this is product quality as well as
taste.
KEY FINDINGS
As per this survey report which is conducted to analyse consumer behaviour, it
has evaluated that people are much satisfied with Nescafe products. After consuming
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its coffee products, they recommend their friends or colleagues to taste it. Therefore, it
leads to create mouth publicity of Nescafe Coffee. This would prove beneficial for
respective company to enhance its customer base. Through survey on 16 respondents,
near about 43.75% of them are much satisfied from quality and taste of Nescafe
beverages. It has been also analysed that targeted audience of this company have
opinion that its products are found reliable, useful, high quality, unique as well as
provide good value for money. It meets the criteria and demand of customers in
extremely well manner. Furthermore, when asking about giving rate to its products,
56.25% give to high quality of the same. Among 16 respondents, no one have pointed
towards worst quality.
CONCLUSION
From the above assignment it has been concluded that, consumer behaviour
play important role for every organisation, because it is important for them analyse
attitude of individual buyer towards their product and services. So that company can
take major steps as per the requirement of their own and consumers.
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REFERENCES
Books and Journals
Schmitt, B., 2012. The consumer psychology of brands. Journal of Consumer
Psychology. 22(1). pp.7-17.
Schmitt, B., 2011. Experience marketing: concepts, frameworks and consumer insights.
Foundations and Trends® in Marketing. 5(2). pp.55-112.
Foxall, G., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
Routledge.
Darley, W. K., Blankson, C. and Luethge, D. J., 2010. Toward an integrated framework
for online consumer behavior and decision making process: A review.
Psychology & marketing. 27(2). pp.94-116.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology. 10. pp.17-21.
Manganari, E. E., Sand et. al., 2011. Virtual store layout effects on consumer behaviour:
applying an environmental psychology approach in the online travel industry.
Internet Research. 21(3). pp.326-346.
Chelminski, P. and Coulter, R.A., 2011. An examination of consumer advocacy and
complaining behavior in the context of service failure. Journal of services
marketing. 25(5). pp.361-370.
De Mooij, M. and Hofstede, G., 2011. Cross-cultural consumer behavior: A review of
research findings. Journal of International Consumer Marketing. 23(3-4).
pp.181-192.
Online
What is Consumer Behaviour - Meaning and Important Concepts, 2019. [Online].
Available through:<https://www.managementstudyguide.com/what-is-consumer-
behaviour.htm>.
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