Kaplan University MBA404: Consumer Behavior and Netflix Survey Report

This report presents the findings of a survey conducted to understand the consumer behavior of Netflix subscribers. The survey explored various aspects including gender preferences, perceptions of content, the impact of word-of-mouth advertising, cultural influences, the importance of pricing, the role of peer suggestions, and the influence of Netflix's efforts to enhance customer experience. The study involved 15 participants, primarily aged 18-24, and utilized Survey Monkey for distribution. Key findings reveal that content significantly drives perceptions, while gender differences are less pronounced. Word-of-mouth and cultural differences moderately impact subscription decisions. Income is a crucial factor in determining prices, and peer suggestions influence package selection. The report provides detailed data analysis, including percentages and respondent demographics, along with a bibliography of relevant research and supporting appendices.

Running head: MARKETING
Consumer behaviour and marketing psychology
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Table of contents
Purpose.......................................................................................................................................2
Development of the survey instrument......................................................................................2
Administration process...............................................................................................................3
Data analysis..............................................................................................................................4
Key findings...............................................................................................................................4
Bibliography...............................................................................................................................8
Appendices.................................................................................................................................9
Appendix 1.............................................................................................................................9
Appendix 2...........................................................................................................................10
Appendix 3...........................................................................................................................11
Appendix 4...........................................................................................................................12
Appendix 5...........................................................................................................................13
Appendix 6...........................................................................................................................14
Appendix 7...........................................................................................................................15
Appendix 8...........................................................................................................................16
Appendix 9...........................................................................................................................17
Appendix 10.........................................................................................................................18

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Purpose
The survey has been designed for gaining an insight into the decisions, which
supports the purchasing behaviour of the customers of Netflix. The questions pertain to the
aspects of perception, attitudes, motivation, individual and group differences along with the
culture and lifestyle. These questions are directed towards gaining an insight into the related
factors, which formulates the buying behaviour of the customers. For this, 15 participants are
selected, who have availed the services of Netflix. Analysis of the responses is also
conducted for developing new insights into the factors influencing consumer buying
behaviour.
Development of the survey instrument
Research objectives Research questions
 To examine the importance of
gender differences towards
preference of the Netflix services
How far gender differences affect the choice
of Netflix services?
 To detect the perceptions regarding
the subscription towards Netflix
streaming services
What perceptions does people hold about
availing the services of Netflix streaming?
 To detect the ways in which
information about schemes and
offers are advertised by Netflix
What information channels are used by
Netflix for disseminating the information
regarding the offers and schemes?
 To examine the influence of word of
mouth advertising on the purchase
decisions of the Netflix customers
What influence does word of mouth
advertisements have on the purchase
decision of the Netflix customers
 To investigate the ways in which What influence does cultural differences

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cultural differences affects the
perceptions of the customers
towards the services streamed by
Netflix
have on the perceptions of the customers of
Netflix towards the services streamed?
 To assess the importance of price in
terms of formulating the perceptions
of Netflix customers regarding the
services
How important is price in the perceptions of
the customers of Netflix towards the
services streamed?
 To assess whether per suggestions
alter the attitudes of the Netflix
regarding the packages offered
What impact does peer suggestions have on
the attitudes of the customers regarding the
packages offered by Netflix?
 To examine the ways in which
Netflix caters to enhancement of the
experiences of the customers and
staffs
In what ways Netflix concretizes the
shopping experiences of the customers and
staffs?
 To assess the importance of legal
parameters in standardizing the
customer buyer behaviour of Netflix
business
How far legal parameters does affects the
customer buyer behaviour Netflix?
Administration process
The survey was distributed through Survey Monkey to the customers, who availed the
services of Netflix. This process seemed to be effective for establishing communication with
large number of audience at the same time. Distribution of the survey through this method

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seemed to be effective in terms of embracing technological advancement for collecting the
responses. This method is effective in terms of developing accuracy in the results. This
accuracy, in turn, is a productive element for graphical representation of the responses.
Data analysis
Most of the samples belong to the age group of 18-24 years. Majority of the
respondents, that is, 47% remained neutral on the question of gender preferences towards the
services offered by Netflix. 67% of the samples are of the view that content drives their
perceptions regarding subscribing to the services streamed by Netflix. 33% of the
respondents showed agreement and also remained neutral on the aspect of clarity in the
process of disseminating information about the schemes, plans, discounts and offers on the
services of Netflix. 40% of the samples projected their opinions about word of mouth greatly
and moderately affecting their perceptions about the subscriptions to Netflix services. In case
of cultural differences, 40% of the samples find that these differences are somewhat
important for selecting the services streamed by Netflix.
Majority of the samples, that is, 73% opine that income is a crucial component in the
process of determining prices of the services aired by Netflix. 60% of the samples are of the
view that peer suggestions and advice are likely to affect the decisions towards selecting the
packages offered by Netflix. In case of belongingness of Netflix in upgrading the experience
of the customers, 67% of the samples expressed their agreement. Uncertainty prevails in the
response of 5 samples regarding the importance of legislations in the services of Netflix.
Key findings
Out of the 15 respondents, 9 belonged to the age group of 18-24 years. This accounts
for 60% of the total respondents. 33% belonged to the age group of 25-34 years, which

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accounts for 5 out of the 15 respondents. The rest of the 7%, that is, 1 out of the 15
respondents are under 18 years. None of the respondents are from the age group of 35-44
years. In terms of the gender differences, none of the female respondents exposed agreement
towards preferences in the services streamed by Netflix. On the contrary, 13% of the males
exposed agreement towards availing the services streamed by Netflix. This reflects the
gender discriminations towards purchases. The rest of the 40% samples exposed
disagreement towards purchasing the services streamed on Netflix.
When asked about the drivers to the perceptions, 20% of the samples, that is, 3 out of
15 samples, responded about price. 67% of the samples, that is, 10 out of the 15 samples said
that content of the advertisements drives their perceptions about the services streamed by
Netflix. None of the samples favoured advertisements as an important factor driving their
perception about the purchases. 7% of the samples voiced out their opinions regarding quality
of services and convenience acting as essential drivers towards the approaches towards
availing the services of the Netflix. In this context, the other parameters considered were
friends’ recommendation and brand image.
In the aspect of clarity in the process of disseminating information about the schemes,
plans, discounts and offers on Netflix services, 27% of the samples exposed their strong
agreement. This accounted for 4 out of 15 respondents. 33% of the respondents agreed to the
fact that clarity is needed for disseminating information related to the schemes, plans, offers
and discounts introduced by Netflix. It is striking to note that 33% of the respondents also
remained neutral on the issue of clarity in the process of spreading information on the
schemes, offers and discounts. 1 out of 15 respondents expressed disagreement on the
importance of clarity in the process of disseminating information about the schemes, offers,
discounts and plans of Netflix regarding streaming quality services.

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40% of the samples, that is, 6 out of the 15 samples are of the view that word of
mouth adversely affects their perceptions regarding subscriptions to the Netflix services. 7%
of the respondents, that is, 1 out of the 15 samples think that word of mouth advertising
influences their perceptions about subscriptions to the services streamed on Netflix. 40% of
the samples also perceived that word of mouth advertising has a moderate effect on the
subscriptions to the services of Netflix. This percentile is also applicable for the parameters
of “little” and “none at all” effect. 20% of the samples, that is, 3 out of 15 samples, think that
cultural differences are very important for exerting the choices towards selecting the services
of Netflix. 40% of the samples, that is, 6 out of 15 samples are of the view that cultural
differences are somewhat important towards selecting the services aired by Netflix. 4 out of
15 samples, accounting for 27% express their opinions about cultural differences being an
unimportant issue towards selecting the needed services from the brand, Netflix. The rest of
the 13% think that cultural differences are not at all important for selecting the services
provided by Netflix.
Out of 15 samples, 11 think that income is to be considered by the staffs of Netflix to
determine the prices of the services. This accounts for 73%. On the contrary, 27% of the
samples, that is, 4 samples are of the view that income is a component in the process of
determining the price of the services; however, it is not that important factor. When asked
about the influence of the peer suggestion and advices on the decisions about the packages
offered by Netflix, 13% expressed likeliness factor. 9 out of the 15 samples, that is 60%,
opined that peer suggestions are likely to influence their selection of the packages offered by
Netflix. 7% of the samples expressed their views regarding neutrality towards affectation in
the selection of the packages provided by Netflix. 13% of the samples are hopeful that peer
suggestions are unlikely to affect the selection of packages introduced by Netflix.

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3 out of 15 samples, that is, 20% strongly agrees that belongingness is evident in the
services of Netflix regarding enhancing the experience of the buyers. Agreement is exposed
by 67% of the samples, which is 10 out of the 15 customers. 7% of the samples favoured to
be neutral regarding the approach of Netflix towards enhancing the experience of the buyers.
In case of the importance of legal parameter in the business of Netflix, 4 out of 15 samples,
that is, 27% express likeliness. On the contrary, 33% are unsure about the impact of
legislations on the business of Netflix. The rest of the 7% feel that it is unlikely that the legal
parameters would create an impact on the services streamed by Netflix.

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Bibliography
Gupta, S., 2017. Influence of social media marketing practices on consumer buying
behaviour. TRANS Asian Journal of Marketing & Management Research (TAJMMR), 6(9),
pp.72-81.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Ramya, N. and Ali, M., 2016. Factors affecting consumer buying behavior. International
journal of applied research, 2(10), pp.76-80.
Sultan, K., Abdulrahman, G., Salam, Z., Mawlod, A. and Dilshad, R., 2019. An Assessment
of Commercial Advertisement’s Effects on Consumer Buying Behaviour. International
Journal of Research in Business and Social Science (2147-4478), 8(1), pp.90-102.
Tyagi, A., 2018. A Study on Factors Affecting Consumer Buying Behaviour. International
Journal of Business & Engineering Research, 11.
Tyagi, A., 2018. A Study on Factors Affecting Consumer Buying Behaviour. International
Journal of Business & Engineering Research, 11.

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Appendices
Appendix 1

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Appendix 2

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Appendix 3

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Appendix 4

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Appendix 5

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Appendix 6

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Appendix 7

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Appendix 8

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Appendix 9

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Appendix 10