Consumer Behavior and Marketing Strategies: A Report

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Consumer behavior and Marketing Strategy Assessment 2

Contents
Purpose of the project..............................................................................................................................3
Survey instrument development.............................................................................................................5
Administration process.............................................................................................................................7
Data analysis.............................................................................................................................................8
Key findings...............................................................................................................................................8
References..............................................................................................................................................11
Appendix..................................................................................................................................................13
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Purpose of the project
Purpose of this report is to find out the customer behavior which depends upon various
factors such as how the customers whether in a group or present in an organization
make their decision on which good to select, use and purchase so as to fulfill the needs
and demands. The motive present behind the buying behavior of a customer is
necessary to get analyzed in order to promote any good or service. When marketers
analyze the consumer behavior it makes it easy for them to understand the buying
pattern, the goods, and services which are in demand, the goods which are not liked by
the customers and how to present these to the customers. The factors involved in
shaping the decision and behavior of a consumer are motivation, perception, attitude,
cultural differences, income and many more. Motivation is the force which drives a
person to act in a certain way (Auf et. al2018). It acts as the activation factor in deciding
the goal and acting to achieve that goal. Motivation can be both an external factor and
an internal factor. Perception is also a psychological factor which shapes the human
and their decision-making process. This factor comprises feedback, interpretation, and
reaction to certain things. Attitude is the feeling possessed by a consumer regarding the
favorableness towards an object. A consumer who has a positive attitude towards a
thing or service, that consumer will buy the product or service but when the consumer’s
attitude towards the goods is negative it makes the consumer less likely to purchase it.
The subparts of attitude can be categorized as behavioral intentions, feelings, and
beliefs. The group plays an important role in defining consumer behavior because what
consumer sees in the group, the products, and services used by them and review of all
these products used by them. The review gathered by the consumers helps in deciding
the products that will be the best fit for him/her. On receiving a negative review about a
product, the consumer might not be able to decide in favor of the product (Narasimham
and Gupta, 2017). The factor such as income is also important in shaping the decision-
making process. The person whose family income is high has high chances of spending
more on purchasing goods and services.
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Therefore the aim of the project is to study and analyze the influence made by various
factors discussed above and to know how these factors affect the decision of buying a
laptop. The focus is also on to analyze the results by preparing a questionnaire and
finding the outcomes of that.
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Survey instrument development
In order to develop the questionnaire, the factors have been considered which shape
the buying pattern of a customer. The survey contains the question which will highlight
the effects of the entire stated factor on a human being. The aim of the questionnaire is
to find out the thinking of consumers while deciding on what laptop to buy (Patten,
2016).
Family plays an important role in letting the customer decide which product the
customer should buy. As the family income is also an important factor which enables
the consumer to decide the price of the product that should be bought. When the family
income is huge there are chances that money can be spent on wants than needs. If the
family income is less there will be the scope of fulfilling the needs first. Family income
can be said as the total income earned by each member of that family. A consumer
doesn’t only rely on the income he/she is earning but also rely on the overall income of
the family. The effect can be seen as a whole hence when the income of a single
person of the family increases there are chances that the buying behavior will not
change. Therefore the question will analyze what a consumer had to think about this
factor (Ramya and Mohamed Ali, 2016). The question prepared to analyze the answer
is “Do you think family plays an important role in helping you decide which laptop to
buy?”
While a consumer buys a new laptop, he/she will always have a set of conditions in
his/her mind which he/she will be looking out in a laptop. For example, some of the
consumers think that performance should be the greatest factor while deciding on which
laptop to buy while others think that design and display are the greatest factors. These
choices made by the consumer come from psychological factors such as motivation,
attitude, and perception towards an object. The question prepared to analyze the
answer is “What is the feature which you look for in a laptop?”
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The other factor is the income of family and income earned by an individual person. If
the income is high, greater are the chances that the consumer will be buying an
expensive laptop. The cost and price should be marked in such a way that it attracts the
customers. Keeping the price too high will not be suitable as common people cannot
afford the expensive products always. On the other hand, price is also used to indicate
quality. There are chances that lowering the price too much will decrease the value
according to a consumer (Mehta and Chugan, 2019). The question prepared to analyze
the answer is “Do you like high end branded laptops or affordable ones?” and “Do you
give preference to design of the laptop or its performance?”
Sometimes the consumer might have had some bad experiences with purchased
products due to its quality or performance or maybe with the brand. This leaves a
negative impression on the customer and he/she might not feel like buying the same
laptop brand or model the next time they are purchasing a product. This is also
associated with psychological factors such as perception; the consumer might have the
perception that the brand A represents bad quality. Hence past experiences regarding a
purchase shape the perception and beliefs of a person which further affects the buying
behavior (Solomon, 2017). The question prepared to analyze the answer is “What was
the issue with your last purchased laptop?” and “Did you bought the same laptop as the
previous one or not?”
The cultural differences make the consumer decide the product that they want to buy.
There are several factors such as a friend’s opinion regarding their past purchases or
their experiences with a certain brand or product. Before deciding on to which brand
should be considered for purchasing a new laptop, the consumers look for the reviews
online or compare different brands online which helps them to know which brand is
popular in the market these days (Haffar, 2016). The question prepared to analyze the
answer is “Why you are more likely to buy a particular laptop?”
The services such as guarantee, warranty, and repair services make it highly likely the
consumer can get attracted towards a certain brand which is offering these services,
because when it comes to technical products the consumer also looks for the after
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purchasing services (Anton, 2016). The question prepared to analyze the answer is
“Will you agree to pay more for additional service charges for your new laptop?”
Advertisements are a great way for the marketing people to sell their products and to
shape the consumer decision-making process. A consumer is more likely to experience
buying a new product if he has seen an advertisement for it. (Ismail, 2017) . The
question prepared to analyze the answer is “Did you purchase your recent laptop
because you saw it in an advertisement?”
Consumers also want to buy a certain brand because it represents the status symbol.
The question prepared to analyze the answer is “Did you buy the laptop as a style
statement?”
Administration process
1. Determining the objectives and goal needed to conduct the survey.
2. Defining the questions that will be easy for the people to understand it and
respond to the survey easily. The questionnaire should be fulfilling the goals of
the project (Brace, 2018).
3. Choosing a platform for conducting the survey which is “survey monkey” for this
project.
4. Preview of the survey in order to examine how the survey will be looking to the
respondents and on different platforms.
5. Finding out the appropriate audience needed to fill out the survey and collecting
their respective emails.
6. Creating the web-link of the survey.
7. Inviting the respondent through emails and sending the web link so that the
results can be analyzed.
8. Keeping the survey open until the required numbers of respondents have filled
the survey.
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9. Collection of responses generated by each respondent.
10. Using the survey monkey tools to identify the results collected and analyzing
them through the tools provided.
11. Closing of web link after minimum respondents required has filled the survey.
12. Representing the analyzed result using the charts and graphs.
Data analysis
1. In order to analyze the data collected using survey monkey filled by multiple
respondents, first of all, the audience needs to be filtered and only the
respondents who have recently made a purchase should be invited to fill out the
survey.
2. The respondents required has been calculated on the basis of requirements and
the total number of respondents who filled the survey are.
3. The survey results have been gathered using survey monkey and the results
contain various charts to show the no. of the response given to a question and
who responded to which option. The key findings have been discussed in the
below section.
Key findings
Total no. of responses- 20
Question
No.
Question Responses
1 Do you think
family plays an
important role in
helping you
decide which
laptop to buy?
33.33 % answers resulted that the family plays an
important role and likely vote has been given by
these respondents.
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2 What is the
feature which you
look for in a
laptop?
46.67 % of the respondents answered that
performance matters as the most important criteria.
3 Do you like high
end branded
laptops or
affordable ones?
More than half of the respondents prefer affordable
laptops with a percentage being 73.33%.
4 Do you give
preference to
design of the
laptop or its
performance?
Performance is preferred over the design of laptops
as 93.33 % votes have been given to performance.
5 What was the
issue with your
last purchased
laptop?
Slow operating speeds have been a major cause of
purchasing a new laptop as 33.33 % votes have
been given to it.
6 Did you bought
the same laptop
as the previous
one or not?
100 % of respondents have bought a new brand’s
laptop.
7 Why you are more
likely to buy a
particular laptop?
Google review has been voted by 66.67 % of
respondents.
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8 Will you agree to
pay more for
additional service
charges for your
new laptop?
40 % of the consumers are unlikely to pay extra for
services.
9 Did you purchase
your recent laptop
because you saw
it in an
advertisement?
66.67 % of respondents answered in No as it
advertisement doesn’t affect the purchase.
10 Did you buy the
laptop as a style
statement?
60 % of the respondents have answered as a No.
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References
Auf, M.A.A., Meddour, H., Saoula, O. and Majid, A.H.A., 2018. Consumer buying
behaviour: the roles of price, motivation, perceived culture importance, and religious
orientation. Journal of Business and Retail Management Research, 12(4).
Narasimham, N.V. and Gupta, M.K., 2017. Consumer Buying Behaviour Pattern in
Retail. Journal of Marketing Vistas, 7(1), pp.19-35.
Anton, T., 2016. Factors affecting consumer behavior in context of service using
after its digitalization.
Ismail, A.R., 2017. The influence of perceived social media marketing activities on
brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific
Journal of Marketing and Logistics, 29(1), pp.129-144.
Haffar, M., Enongene, L.N., Hamdan, M. and Gbadamosi, G., 2016. The influence of
national culture on consumer buying behaviour: An exploratory study of Nigerian and
British consumers. International Journal of Social, Behavioral, Educational,
Economic, Business and Industrial Engineering, 10, pp.3018-3023.
Mehta, N. and Chugan, P.K., 2019. Visual Merchandising and Consumer
Demography: The Impact on Impulse Buying Behavior. Business, Economy and
Environment: Corporate Perspectives”, Eds. Parag Rijwani, Samik Shome and
Deepak Danak, Himalaya Publishing House, Mumbai for Institute of Management,
Nirma University, Ahmedabad, pp.253-268.
Ramya, N. and Mohamed Ali, S.A., 2016. Factors affecting consumer buying
behavior. International journal of applied research, 2(10), pp.76-80.
Patten, M.L., 2016. Questionnaire research: A practical guide. Routledge.
Brace, I., 2018. Questionnaire design: How to plan, structure and write survey
material for effective market research. Kogan Page Publishers.
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Solomon, M.R., 2017. Consumer Behavior: Buying, Having, and Being.
Harlow. Pearson Education. in Ergonomics Science, 8(1), pp.1-35.
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