Consumer Behavior and Marketing Psychology Survey Analysis Project

This project focuses on consumer buying behavior and marketing psychology, utilizing a survey instrument to gather data on consumer choices. The research involved creating a 10-question survey administered to 20 participants, exploring factors such as age, gender, motivations, influences, family dynamics, and cultural impacts on purchasing decisions, specifically related to track jackets. The data analysis reveals key findings regarding consumer preferences, influences, and the role of social status and culture in purchase decisions. The study highlights the importance of effective marketing strategies, including promotional tools, social media engagement, and differentiation strategies, to attract and retain consumers. The project also examines the impact of work lifestyle on consumer behavior and organizational performance.

Running head: CONSUMER BUYING BEHAVIOUR AND MARKETING
PSYCHOLOGY
Consumer Buying Behaviour and Marketing Psychology

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 2
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................3
Data Analysis and Key Findings................................................................................................3
References..................................................................................................................................9
Appendix..................................................................................................................................10

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 3
Study Purpose
This research is relied on evaluating the buying behaviour of the consumer for buying Jacket.
Development of survey instrument
Survey instrument could be imperative for collecting about towards study matter. With
respect to this study, the investigator will use money survey is used to get the direct response
of the researcher towards the research result. It will support to get reliable information about
study outcome.
Administration procedure
In first stage of survey through questionnaire has been made for conducting this research. As
a result, survey was sent to participants by considering the online sources such as social
media and email. It can be imperative in obtaining reactions of participants about Jacket.
Data Analysis and Key Findings
This section is effective to address different themes along with different strategies for
eliminating such issue from the study. It will be imperative for leading the researcher to meet
the purpose of the study.
What is your age?
ANSWER CHOICES RESPONSES No. of Responses
Less than 15 0.00% 0
15-25 45.00% 9
25-35 45.00% 9
35-45 10.00% 2
More than 45 0.00% 0
From the data, it is addressed that the researcher has selected 15 to 45 years old of people for
conducting this study. Moreover, it is also examined that 45.00% of people are 15-25 years

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 4
old while 45.00% of people 25-35 years old. It is also illustrated that 10.00% of people have
comes in the age group of 35-45.
What is your gender?
ANSWER CHOICES RESPONSES No. of Responses
Male 70.00% 15
Female 30.00% 5
Other 0.00% 0
Prefer not to disclose 0.00% 0
This study considers male as well as female to perform the study. In this, 70.00% of people
were male while 30.00% were female. It could support to get diverse responses of the
researcher to obtain higher competitive advantages.
What is your motivation/ purpose behind buying a track jacket?
ANSWER CHOICES RESPONSES No. of Responses
Workout 45.00% 9
Style 45.00% 9
Cold weather 20.00% 4
Other (please specify) 0.00% 0
On the basis of collected information, there are certain factors that are considered for buying
the track jacket named workout, style, cold weather, and others. It is also founded that
45.00% of people have used this product for workout while 45.00% of people were using this
product for their style. It can be recommended that company should practice effective
marketing approach by which firm would be able to attract a large number of consumers for
purchasing products and services. Moreover, this tool can allow getting a positive result
(Kaur and Singh, 2017).

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 5
Is there a person/group of people who influenced to buy the jacket if yes what is the
relationship with them?
From evaluation of data, it is also addressed that there are many factors that influenced
people to buy this product and service like friends. It is also illustrated that friend could be
the biggest influencer that could be imperative for purchasing jacket. It can also be
recommended that the organization should use referral code sales promotion approach by
which organization could give attractive discount the person who refers another person to
have this product and services (Smith, 2014).
Why under Amour or what influences you to buy an Under Armour Product?
From the gathered information, it is stated that the unique design and style of this product
attract most of the people to attract higher number of people. Moroever, it is also examined
that organization should use differentiation strategy that could be imperative in making the
positive image of the organization in the marketplace (Frederiks, et al., 2015). It is illustrated
that this method could lead to obtain feasible information towards the matter (Javornik,
2016).
What were your alternatives for Under Armour?
From the collected information, it is evaluated that there are many options that are available
in the market for tracking the market. In addition, it can be depicted that firm should need to
practice marketing approach that could facilitate to attract huge number of people to
accomplish their targeted purpose. In addition, it is recommended to the company that should
also use an effective promotional tool by which the organization will be able to differentiate
the image of the organization as compared to other among consumer. It will lead to getting
positive reliable outcome (Biswas and Roy, 2015).
What kind of family are you from?
ANSWER CHOICES RESPONSES No. of Responses

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 6
Couple
30.00% 6
Nuclear 40.00% 8
Extended 30.00% 6
On the basis of collected information, it is stated that diverse kinds of components is
considered from family like couple, nuclear, and extended. It is also founded that 30.00% of
people were couple while 40.00% nuclear, and 30.00% of people were living in the extended
family. It is also founded that company should practice the promotional tool by which the
organization will provide effective services to the group of individuals to meet study purpose.
In addition, it is illustrated that company should also practices significant marketing mix tool
by which the company would be able to encourage the consumer for having goods and
services (Foxall, 2014).
Did your social status affect the decision while you were buying the jacket?
ANSWER CHOICES RESPONSES No. of Responses
A great deal
5.00% 1
A lot 40.00% 8
A moderate amount 40.00% 8
A little 10.00% 2
None at all 5.00% 1

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 7
With respect to the above table, it can be summarized that how much social status affect the
decision while you were buying the jacket. From this, it is also founded that 40.00% of
people are influenced a lot while 10.00% of people were influenced little. Thus, it can be
summarized that the organization should use effective social media source wherein the
organization should regularly rely on the content and post of their consumers as it would
assist to the organization for making reliable relationship with others (East, et al., 2016). It is
examined that that organization should maintain the relationship with others by involving the
effective source of social media tool named as Facebook, Twitter, Instagram, and email
method. It would be effective in increasing the profitability of the firm (Gunter and Furnham
2014).
Does your culture influences you in the purchase decision
ANSWER CHOICES RESPONSES No. of Responses
A great deal
5.00% 1
A lot 35.00% 7
A moderate amount 35.00% 7
A little 10.00% 2
None at all 15.00% 3
From the data, it is founded that organization should use culture influences you in the
purchase decision. In addition, it is also examined that 35.00% of people influence a lot in the
purchase decision. In addition, it is illustrated that 35.00% of people seek that culture
influences moderate level of you in the purchase decision. Thus, it can be said that culture is
an imperative factor that could influence the person for making the decision effectively

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 8
(Cohen, et al., 2014). The organization should use marketing method that enables to make
decision in favour of decision. It can be founded that company should practice campaign by
which firm could promote products and services in marketplace. A marketing campaign
could is techniques that influence huge number of people to have products and services of
firm. It is founded that this tool cool can be imperative in getting higher competitive
advantages (Schütte and Ciarlante, 2016).
What is the nature of the work lifestyle?
ANSWER CHOICES RESPONSES No. of Responses
Student 40.00% 8
Working 60.00% 12
Retired 0.00% 0
In the favour of collected information, it can be illustrated that nature of work lifestyle could
affect the organizational performance. It is also founded that there are three kinds of people
who are participating in this study named as student, working, retired. From the data, it is also
addressed that 40.00% of student believed that work lifestyle could be affected by
organizational performance. In addition, it is examined that 60.00% of working people
believed that nature of work lifestyle is imperative in getting higher competitive advantages.
With respect to the information, it can be illustrated that the company should practice the
promotional tool can be vital in obtain reliable data about research matter. This tool could
also assist to make the decision effectively. Moreover, it is also illustrated firm should this
the marketing strategy to improve performance of the organization (Solomon, et al., 2014).

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 9
References
Biswas, A. and Roy, M., 2015. Green products: an exploratory study on consumer behavior
in emerging economies of the East. Journal of Cleaner Production, 87, pp.463-468.
Cohen, S.A., Prayag, G. and Moital, M., 2014. Consumer behavior in tourism: Concepts,
influences, and opportunities. Current Issues in Tourism, 17(10), pp.872-909.
East, R., Singh, J., Wright, M., and Vanhuele, M., 2016. Consumer behavior: Applications in
marketing. Sage.
Foxall, G.R., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
Routledge.
Frederiks, E.R., Stenner, K., and Hobman, E.V., 2015. Household energy use: Applying
behavioral economics to understand consumer decision-making and behavior. Renewable
and Sustainable Energy Reviews, 41, pp.1385-1394.
Gunter, B. and Furnham, A., 2014. Consumer profiles (RLE Consumer Behaviour): An
introduction to psychographics. Routledge.
Javornik, A., 2016. Augmented reality: Research agenda for studying the impact of its media
characteristics on consumer behavior. Journal of Retailing and Consumer Services, 30,
pp.252-261.
Kaur, N. and Singh, D.P., 2017. Deciphering the consumer behavior facets of functional
foods: A literature review. Appetite, 112, pp.167-187.
Schütte, H. and Ciarlante, D., 2016. Consumer behavior in Asia. Springer.
Smith, N.C., 2014. Morality and the Market (Routledge Revivals): Consumer Pressure for
Corporate Accountability. Routledge.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R.,
2014. Consumer behavior: Buying, having and being (Vol. 10). Toronto, Canada: Pearson.

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