MBA404: Consumer Behavior and Marketing Psychology Report Analysis

This report analyzes consumer behavior and marketing psychology, focusing on the consumer decision-making process. It explores the importance of consumer behavior in increasing sales and identifying consumer needs, emphasizing the role of market surveys in understanding consumer preferences and demands. The report discusses the Australian Natural Skincare company's approach to product development and marketing, including the Pink clay facial masque and its target audience. It also examines consumer perception, attitude, and motivation, as well as the use of primary and secondary data in gathering market information. The report concludes by highlighting the significance of consumer behavior in organizational success and building a positive brand image. The report also analyzes the Minenssey Pty Ltd's 'Deep Cleaning Mask' product.

Consumer behaviour and
marketing psychology

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................7

INTRODUCTION
Consumer behaviour plays an important role in increasing sales of company because if
products are made according to their choice so that good quality products or services can be
provided (Boccia, Malgeri and Covino, 2019). Customers want new and innovative products at
reasonable price so that good services can be given.
MAIN BODY
Summary
Consumer behaviour is important because it helps managers in identifying need and
requirement of customers. It is essential to make plans or strategies to satisfy needs of consumers
so that profit can be generated. For identifying needs of consumers behaviour it is crucial to
conduct market survey so that it is easy for managers to determine demand of customers (Rana
and Paul, 2017). It is responsibility of managers to conduct market survey to identify what type
of products or services should be provided so that company can earn profit. Survey is being done
by managers of Australia Natural Skincare company to identify that which type of products
consumer want and at what prices products should be provided so that sales can be increased and
it will help in increasing profit of company (Cox and et.al., 2020). Survey should be done to
determine taste and preference of consumers. It is important to take necessary steps for benefit of
company and it helps in giving ideas so that new products can be made and it is one of the key
point to make products according to requirement of consumers.
From the survey managers can identify what types of products consumers want so that
company can gain competitive advantage and it will help in building reputation. In survey they
can ask questions like, what type of product they want, how much they can spend on it,
competitors strategy and marketing plans which is being applied by consumers. Australian
natural skincare company is providing Pink clay facial masque which is not available anywhere
and consumers will like it because it is not having any side effect. Prices are kept low and people
can easily afford it. There are no bad impact on skin of people, they will feel relax. Target
audience is being find out by managers and make plans for attracting them like, advertisement
must be given on social networking sites such as, Facebook, Instagram because nowadays,
people are more active on these sites and this is the best way to attract people (Hamilton and
et.al., 2019). hence, it can be summarised that survey should be done by every company because

it helps in identifying that what type of products consumers want and how much they can spend
to buy the goods or services which is provided to consumers. This will also managers in
determining target audience and they will make plans to focus on them and it will lead to earn
more profit.
Consumer’s perception and attitude
Consumers are king of market and if they like products or services made by company
then it will help organisation in increasing their sales and more revenue can be generated (Shaw
and Bagozzi, 2018). Every consumer is having different choice and preference, according to that
they have different perception about product like, some people prefer simple packing of products
where as some people like attractive packaging. So, there are many people and all are having
various perception or thinking about products which is being provide by companies. Perception
can be defined as purchase decision process which is made by consumers and there are many
factors that influence decision of customers while buying a product such as, packaging, price of
goods, ingredients which is used in products (Kim, Lee and Jung, 2020). Australian natural
skincare company is providing masque which is good for consumers as they will feel fresh and it
has no side effects.
When products are made after analysing need of consumers then it helps organisation in
earning more profit and it will in building good image in minds of customers. It is responsibility
of managers to motivate or influence consumers so that sales can be increased and it will help in
getting idea about what products they want or any improvement which is required in products so
that it can satisfy needs of customers.
Primary and secondary data
There are two sources of collecting information i.e., primary and secondary source. It is
important to gather details about market so that products can be made according to taste and
preference of consumers as it will help in building good relationship with customers. Primary
data collection refers to collecting information by doing survey, gathering feedback from
customers so that changes can be made if required (Morales, Amir and Lee, 2017). Managers of
Australian natural skincare should determine market condition like, products consumers want,
how much they can afford, strategy applied by consumers and many others. After analysing
market situation plans should be made accordingly.

Another method for collecting information is secondary data which is being used by
companies so that proper records can be maintained. It is important to gather relevant details
which will help in making plans or strategies for future growth of company. There are many
methods which can be applied by organisations to gain competitive advantage and it will help in
getting proper details about need of consumers and product is made accordingly. Information can
be collected with the help of internet, researchers have done studies and they have analysed some
key points which is essential for growth of organisation. Proper and relevant details should be
collected because plans are made on the basis of that (Mothersbaugh, Hawkin and Kleiser,
2019).
CONCLUSION
From the above discussion it can be concluded that, consumer behaviour is important
because it helps in increasing profit of organisation and builds good image in minds of
customers. It is essential that market survey should be done by managers to determine taste and
preference of consumers and it will them in making plans or strategies which is beneficial for
company. Further, importance of consumer perception, attitude and motivation, cultural trends
has been described. Primary and secondary data which is being used to gather information has
been discussed in report.

REFRENCES
Books and Journals
Boccia, F., Malgeri Manzo, R. and Covino, D., 2019. Consumer behavior and corporate social
responsibility: An evaluation by a choice experiment. Corporate Social Responsibility
and Environmental Wang, T., 2017. Social identity dimensions and consumer behavior
in social media. Asia Pacific Management Review. 22(1). pp.45-51., 26(1), pp.97-105.
Cox, N., and et.al., 2020. Initial impacts of the pandemic on consumer behavior: Evidence from
linked income, spending, and savings data. Brookings Papers on Economic
Activity. 2020(2). pp.35-82.
Hamilton, R. W., and et.al., 2019. How financial constraints influence consumer behavior: An
integrative framework. Journal of Consumer Psychology. 29(2). pp.285-305.
Kim, M. J., Lee, C. K. and Jung, T., 2020. Exploring consumer behavior in virtual reality
tourism using an extended stimulus-organism-response model. Journal of Travel
Research. 59(1). pp.69-89.
Morales, A. C., Amir, O. and Lee, L., 2017. Keeping it real in experimental research—
Understanding when, where, and how to enhance realism and measure consumer
behavior. Journal of Consumer Research. 44(2). pp.465-476.
Mothersbaugh, D. L., Hawkin, D. I. and Kleiser, S. B., 2019. Consumer behavior: Building
marketing strategy. McGraw-Hill Higher Education.
Rana, J. and Paul, J., 2017. Consumer behavior and purchase intention for organic food: A
review and research agenda. Journal of Retailing and Consumer Services. 38. pp.157-
165.
Shaw, S. D. and Bagozzi, R. P., 2018. The neuropsychology of consumer behavior and
marketing. Consumer Psychology Review. 1(1). pp.22-40.