Consumer Behavior Survey Report: Amazon Prime and Buying Behavior

This report details a consumer behavior survey conducted to understand consumer buying behavior, specifically in relation to Amazon Prime. The survey, administered via SurveyMonkey, investigated factors such as individual differences, perception, lifestyle, culture, motivation, attitudes, and family influence on purchasing decisions. The methodology involved distributing a questionnaire to 15 participants, focusing on demographic information (gender and age) and their perceptions of online shopping and Amazon Prime. Data analysis included a summary of the survey results, highlighting key findings on consumer attitudes towards Amazon Prime, cultural influences, motivations for online purchases, and preferences for online shopping services. The report concludes with an analysis of emerging themes, emphasizing the importance of understanding consumer perception, cultural influences, and motivational factors for effective marketing strategies. The findings suggest that factors like ease of use, free shipping, and speed significantly impact consumer perception, with a strong cultural encouragement to use Amazon Prime. Furthermore, the study found that the majority of participants were motivated by the peace of mind offered by Amazon Prime, and were inclined to purchase products on sale. The report underscores the significance of understanding consumer behavior for businesses like Amazon, and the need to adapt marketing strategies to changing consumer preferences and behaviors.

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Management

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Table of Contents
1. Purpose (the goal of your survey)......................................................................................................3
2. Development of a survey instrument (the objectives of your survey questions)................................3
3. Administration processes (how was this survey distributed and why)...............................................3
4. Data Analysis (a succinct summary of the survey results).................................................................4
5. Key Findings (an analysis of emerging themes from gathered results)..............................................7
References.............................................................................................................................................9
Appendix.............................................................................................................................................11

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1. Purpose (the goal of your survey)
Intention of conducting this research is to increase current understanding of team towards
consumer buying behaviour with favour of Amazon Prime. The researcher has mainly
focused on certain factor to understand the consumer behaviour named as individual
differences, perception, lifestyle, culture, motivation, attitudes, and family. It can support to
make the decision in favour of Amazon Prime.
2. Development of a survey instrument (the objectives of your survey questions)
This study is completed by entailing survey monkey software. This software is mostly used
by the people to get the feasible or direct responses of particular participants towards the
research matter (Awan, et al., 2015). The questionnaire is made on behalf of certain aspects
which are known as perception, cultures, attitudes, motivation, and family. The researcher
has made easy questions that are practical in nature so as to participants fill also the research
questions. Apart from this, it is illustrated that the Likert scale method is practised by the
researcher due to getting a suitable solution in favour of concern (Karedza and Sikwila,
2017).
3. Administration processes (how was this survey distributed and why)
Initially, researcher will make the question that will be asked by them to the research
candidates. For this, the researcher has finalized ten research questions to collect the
responses towards consumer buying behaviour. Subsequently, investigator has selected
source by which study has been conducted. And, it is stated that a monkey survey is the best
software as compared to other software for collecting the feasible reaction of consumers
(Stankevich, 2017). For conducting this study, only 15 consumers have been selected caused
by avoiding the biases. The small size of samples could lead to get reliable information or
result in the favour of a particular matter. The researcher has frankly discussed all norms of
the study to the participants before starting the study. In the study, the research informed to

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the participant whenever they feel uncomfortable then they would skip the research (Biswas
and Roy, 2015).
4. Data Analysis (a succinct summary of the survey results)
Q1: Please mention Gender
Male 46.67% 7
Female 53.33% 8
The above table as well as chart demonstrated that investigator chosen 46.67% male while
53.33% were female of the total population. The main cause of selecting males and females is
to get the diverse responses of towards their buying behaviour.
Q2: Please specify your age-group
18-24 26.67% 4
25-34 60.00% 9
35-44 13.33% 2
In the study, 15 out of 9 participants came in the age group off 25 to 34 which demonstrates
youth group. In this, 4 out of 15 came in the age group of 18-24. From the data, it is
addressed that the researcher has mainly considered youth group for their study.
Perception
Q3: What reflects more to you when purchasing online?
Speed 6.67% 1
Free shipping 20.00% 3
Ease to use 26.67% 4
All of the above 66.67% 7

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From this, it is addressed that 66.67% of people believe that Ease to use, Free shipping, and
Speed factors reflect more to them when purchasing online. While only 6.67% believed that
speed are the most factors that reflect their perception to have any products and services.
Q4: What do you feel about Amazon Prime?
With respect to the above table, it can be concluded that 71.43% of participants were
stratified with the services and products of services While 28.57% were neither satisfied nor
dissatisfied.
Culture
Q5: Do you feel that your culture encourages you to consume the services of Amazon
prime?
Yes 93.33%
14
No 6.67%
1
From the collected responses, it is illustrated that 14 out of 15 participants believed that
culture encourages them to consume the services of Amazon prime while 1 out of 15 did not
seek that the culture affecting their decision.
Attitude
Q6: How often do you purchase goods and services online?
Once a week 26.67%
Very satisfied 50.00%
7
Satisfied 21.43%
3
Neither satisfied nor
dissatisfied
28.57%
4
Dissatisfied 0.00%
0
Very dissatisfied 0.00%
0

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4
Once a month 60.00%
9
Once a year 13.33%
2
Never 0.00%
0
From the data, it is addressed that most of the participants believed that they purchase
products and services by Amazon prime once a month which showed that consumers are
satisfied with Amazon prime.
Motivation
Q7: Which factor more motivates to you for having the services of Amazon Prime?
From the data, it is
found that 6 out of 15
were believed that Peace of mind could directly affect the behavior of consumers. But, 2 out
of 15 seeks that Money worth could motivate them to have consumer behavior.
Individual and group differences
Q8: Are you inclined to purchase the product you usually wouldn't deliberate buying if
it is on sale?
Yes 100.00%
15
No 0.00%
0
With respect to the above table and chart, it is illustrated that 15 out of 15 people believed
that they inclined to purchase a product you usually wouldn't deliberate buying if it is on sale.
Family
Variety of
options
26.67%
4
Peace of mind 40.00%
6
Money worth 13.33%
2
All of the above 20.00%
3

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Q9: Have you ever heard of Amazon Prime in the family?
Yes 86.67%
13
No 13.33%
2
From the data, it is illustrated that 86.67% of people believe that they heard of Amazon Prime
in the family while 13.13 were not in favour of this. But the data demonstrate that the
majority of people initially heard about this organization by their family.
Lifestyle
Q10: Which of these online shopping services do you prefer?
The above
data
demonstrated that 12 out of 15 were using Amazon as compared to their competitors while 3
out of 15 were using Ebay.com for online purchasing.
5. Key Findings (an analysis of emerging themes from gathered results)
Perception
It is found that online purchasing could be reflected by many factors like time, cost,
availability, and other hence organization should remember the same for changing the
consumer behaviour towards specified goods as well as services (Ahuja, 2015). It is stated
that company should need to comprehend the factor affecting consumer perception which
could directly be impacting on the profit of the organization (Badgaiyan and Verma, 2015).
Culture
It is addressed that culture is most imperative component that make a positive as well as
negative image of the products in consumer’s mind and support to take the suitable decision
(Bellini, et. al., 2017).
Amazon.com 80.00%
12
EBay. com 20.00%
3
Walmart.com 0.00%
0
Others 0.00%
0

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Attitude
It is found that organizations should need to understand the attitude of a consumer for
increasing the sale of products and services (Hassan, 2015).
Motivation
It is illustrated that there are many factors that motivate the consumers for purchasing goods
and services named as Variety of options, Peace of mind, and Money worth. Hence, an
organization should need to concentrate on such factors for improving the sale of goods and
services (Sangroya and Nayak, 2017).
Individual and group differences
It is found that organization should need to understand the Individual and group differences
causes of declining separately to the consumer to make a positive image among consumers to
have services of products and services (Mihaela, 2015).
Family
It is found that organization should need to focus on those extra services that could give to
the family causes of influencing the consumer behavior for the long term (Ramya and Ali,
2016).
Lifestyle
From the data collection, it is found that most of the people using Amazon.com. For
maintaining the same, organization should practice promotional tool wherein organization
could mainly concentrate on the lifestyles and get positive responses of the participants
(Pappas, 2016).

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References
Ahuja, N., 2015. Effect of branding on consumer buying behaviour: A study in relation to
fashion industry. International Journal of Research in Humanities & Social Sciences, 3(2),
pp.32-38.
Awan, A.G., Ismail, M., Majeed, F. and Ghazal, F., 2015. Effects of advertisement on
consumer’s buying behaviour with references to FMCGs in southern Punjab-
Pakistan. Journal of Marketing and Consumer Research, 19, pp.22-30.
Badgaiyan, A.J. and Verma, A., 2015. Does urge to buy impulsively differ from impulsive
buying behaviour? Assessing the impact of situational factors. Journal of Retailing and
Consumer Services, 22, pp.145-157.
Bellini, S., Cardinali, M.G. and Grandi, B., 2017. A structural equation model of impulse
buying behaviour in grocery retailing. Journal of Retailing and Consumer Services, 36,
pp.164-171.
Biswas, A. and Roy, M., 2015. Green products: an exploratory study on the consumer
behaviour in emerging economies of the East. Journal of Cleaner Production, 87, pp.463-
468.
Hassan, A., 2015. Effects of TV Advertisement on Consumer Buying Behaviour: A
Comparative Study of Rural-Urban and Male-Female Consumers. International Journal of
Innovation and Applied Studies, 11(3), p.608.
Karedza, G. and Sikwila, M., 2017. The impact of packaging designs on consumer buying
behaviour of FMCG during the hyperinflationary and after the dollarisation era in
Zimbabwe. Asian Journal of Social Sciences and Management Studies, 4(1), pp.20-30.
Marketing, 2(6), pp. 1-8.
Mihaela, O.O.E., 2015. The influence of the integrated marketing communication on the
consumer buying behaviour. Procedia Economics and Finance, 23, pp.1446-1450.

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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.
Sangroya, D. and Nayak, J.K., 2017. Factors influencing buying behaviour of green energy
consumer. Journal of Cleaner Production, 151, pp.393-405.
Stankevich, A., 2017. Explaining the consumer decision-making process: critical literature
review. Journal of International Business Research and

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Appendix
Survey link: https://www.surveymonkey.com/results/SM-PP3MQLJR7/

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