Consumer Behavior Analysis Report: Frozen Food Survey, MBA404

This report presents an analysis of a consumer behavior survey focused on frozen food products, aiming to understand customer needs, purchase intentions, and the factors influencing their decisions. The survey explored consumer lifestyles, attitudes, and buying behaviors related to ready-...Read More

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MBA404
[Type the document subtitle]
1/28/2020
student name

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Contents
Purpose.......................................................................................................................................2
Survey questions objectives.......................................................................................................2
Administration process...............................................................................................................3
Data analysis..............................................................................................................................3
Key findings...............................................................................................................................5
References..................................................................................................................................7
Appendix : Survey analysis........................................................................................................8

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Purpose
Consumer behaviour is the learning of in what way distinct consumers, individuals or groups
choice, purchase, consume, and arrange thoughts, possessions, and services to gratify their
requirements and wants. It denotes to the actions of the customers in the market and the
fundamental drives for those activities. Vendors suppose that by understanding anything
grounds the customers to purchase specific things and services, they must decide goods they
are required in the market, which are outdate, and exactly how finest to present the
merchandises to the customers (Murphy & Dweck, 2016).
The purpose from this survey is to assess the reasons for action taken by the consumers, so
that the marketers are able to understand the pattern adopted by the consumers and take
reflective strategies. Frozen food has been part of the current trends and the products assumed
to be more suitable in the busy lifestyle. Thus from the survey the key purpose is to assess the
customer lifestyle, attitude and other key factors that are responsible for influencing the
changing consumer behaviour towards the frozen food products that is ready to eat meals.
Survey questions objectives
The key objectives that have been considered while preparing the survey and outcomes that
are required from the result of the survey are
1. Requirement and purchase intention of the customer. Thus the objective is to
understand the needs of the customer pertaining to the frozen food products.
2. Second objective is to assess the external and internal sources that are responsible for
influencing the purchase decision of the consumers.

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3. Third objective is to assess the attitude of the consumer towards assessing the
purchase methods for the customers and the impact of the methods of buying decision
making process.
4. Forth objective is to assess the post buying behaviour of the customer that is if the
customer perception is positive towards repurchasing the product in near future.
Administration process
The development of survey could be conduct online or offline. For this survey method, the
development is done from one of the online mode that is survey monkey (surveymonkey,
2019). The administration include the process initiating from selection of questions to be
asked from the customer, choice of sampling method to conduct the survey, and collecting
the response from the liable consumers and finally analysing the data into graphical
presentation to interpret the outcomes to fulfil the objectives. From this survey, it can be said
that the sample is from the existing consumers of the frozen food products, considering the
random sampling method. This included getting the survey done from the customer through
sending the survey from online mode like email and other social media platform. The
responses are collected, for which the data is summarised in graphical presentation with help
of this survey tool.
Data analysis
The data analysed from the respondents from the survey included the following analysis for
each question.
1. From the survey considered, as presented the result in appendix, it can be depicted
that the customer for frozen food products the potential customer group included 25 to

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34 ages and the second prior group would be 18 to 24 age group. This reflected that
the most appropriate is young age group that are using most of this product.
2. The gender analysis included that the customers are both male and female, where the
sample included more of female consumers with 68.18% of the respondents.
3. The third question reflect that the most of the customers are purchasing the product on
weekly basis that is once a week which resulted into 31.82 percent of the respondents.
4. Another analysis included the feature that is enduring the consumers for purchase of
frozen food items. This resulted into usability of the goods that was responded by
45.45 percent.
5. Considering price as one of the major factor, the analysis included for the relevant of
pricing factor of this product. The result reflects that price factor is very important as
responded by 45.45 percent customers.
6. The internal sources that are found to be responsible for buying decision making
process is lack of cooking skill which has been answered by 36.36 percent
respondents.
7. Similarly, external sources impacting consumers purchase decision included
availability of the product 59.09 percent respondents.
8. The mode through which the consumer gets aware about the product or brands
offering frozen food are social media platforms with maximum responses (Stephen,
2016). However, TV commercials and shopping in the stores are other major mode.
9. The purchase method used by maximum respondents is retail stores rather than online
shopping sites or brand outlet or discounting stores.
10. The last analysis includes the repurchase intention of the respondent which will reflect
customer retention rate for the frozen product. With 40.91 percent respondents depicts
the major liking to purchase the product again in the near future.

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Key findings
The key findings and interpretation from the data collected and analysed are
1. The first interpretation included that the marketers must be targeting the young age group
as maximum customer is within 35 years of age. This would reflect that the marketing
activities must be done on this demographic segmentation. Age reflect the major customer
lifestyle as this group could either be students, or working men or women or found the
product more useful.
2. From another analysis of the regularity in purchase of this product category, which was
once a week. The reason for this customer attitude would be the substitute and competition of
this product. This could be self-cooking, preserving large quantity of ready to made food
products, so the purchase is done once in weak.
3. From the analysis, the customer perception pertaining to the most important feature of the
product is usability. Thus the ready to eat meal, along with its usage that is to offer similar
nutrients, easy to make and convenient preparation of the food is the feature that needs to be
sustain and meet by the frozen products brands.
4. Understanding the internal and external factors responsible for buying decision making are
lack of cooking skills and availability of the product. The product to increase awareness sand
recognition by the customers is the availability of the products, which is also interpreted from
the customer perception towards the products. This also reflect the lifestyle of the customer,
that is maximum customer who are interested in this product do not cook themselves and do
not how to cook.
5. The approachable model of channel that is responsible for reaching out the customer with
product information and knowledge. The interpretation reflected that the companies must

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work on social media marketing and on the point purchase marketing. The reason being
social media and shopping store are the mode that has connected to the customer for the
information of product (Stephen, 2016).
6. The place of distribution is one of the major factors that are responsible for the purchase
decision of the consumers; this included the mode of purchase that is most convenient and
also reflects the lifestyle of the customer. This included targeting retail stores for sale of
frozen food products, this reflects most convenience to the customer as the nearby convenient
stores or retail stores are used for the purchasing purpose of the customer. The major reason
for this analysis is interpreted that the customer perception towards the grocery product is
more convenient to purchase from online mode, and also with the convenience of the
reachability to the stores
7. The last question from the survey interpreted included the customer perception towards the
product category for purchasing and recommending other in near future. Thus, also reflected
the customer satisfaction towards the product use and the key improvement required for the
brands to consider for sustain in the market. Maximum customers are very likely towards
repurchase of the product, which reflect that the product could not be extremely important or
the customer, but the repurchase intention reflects positive perception of the customer
towards frozen products. Through this interpretation, it can be said that the customer
retention strategies could be used by the companies to sustain in the market and industry.
This could also included the strategy to increase customer loyalty and make the customer
habitual and addicted to use of frozen goods as the threat of substitute goods is quite high.

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References
Murphy, M.C. & Dweck, C.S., 2016. Mindsets shape consumer behavior. Journal of
Consumer Psychology, 26(1), pp.127-36.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10(1), pp.17-21.
surveymonkey, 2019. aboutus. [Online] Available at:
https://www.surveymonkey.com/mp/aboutus/?ut_source=footer.

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Appendix : Survey analysis

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