Consumer Behavior and Marketing Psychology Survey Analysis Report

This report presents a detailed analysis of a consumer behavior survey conducted to understand the factors influencing purchasing decisions. The survey, administered via SurveyMonkey, collected data from 15 respondents and explored how motivation, perception, individual differences, family, culture, lifestyle, and attitude impact consumer choices, specifically in the context of clothing purchases. The analysis includes a breakdown of respondent demographics, preferred shopping methods, spending habits, and the influence of fashion trends and cultural backgrounds. The findings reveal that the majority of participants are female, prefer online shopping, spend between $200 and $350 annually on clothes, and are influenced by fashion trends and lifestyle. The report also highlights the impact of individual and group differences on purchasing decisions and the influence of others' opinions on clothing choices. The data analysis is supported by graphical representations and references to relevant academic literature, providing a comprehensive overview of consumer behavior in the fashion industry.

Survey analysis

Table of Contents
PURPOSE OF SURVEY.................................................................................................................3
DEVELOPMENT OF A SURVEY INSTRUMENT......................................................................3
ADMINISTRATION PROCESS....................................................................................................5
DATA ANALYSIS..........................................................................................................................5
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................16
Survey Monkey graphical representation..................................................................................16

PURPOSE OF SURVEY
The key purpose of carrying out the survey is to increase the knowledge in the fields to
assess how these drivers or factors such as motivation, perception, individual differences, family,
culture, lifestyle and attitude influence the consumer purchasing decision (Ayalp and et.al.,
2016). This survey is considered to be useful in understanding which factors influence the people
purchasing clothes.
DEVELOPMENT OF A SURVEY INSTRUMENT
QUESTIONNAIRE
1. What is your gender?
 Male
 Female
2. What is the most preferable place for you to shop clothes?
 Online
 Physical stores
 High street stores
 Small independent brands
3. How much are you willing to spend on clothes in a year?
 Below $200
 $200 to $350
 $350 to $500
 Above $500
4. How often do you shop clothes in a year?
 Every week
 Every month
 Every 3 months
 Every 6 months
 Once or twice a year
5. According to you, how do you perceive yourself?
 Independent
 Stylish

 Trendy
 Cool and funky
6. Do you agree, attitude of the customers towards current fashion trends influence your buying
decision?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
7. Do you think individual and group differences influence your buying decision while
purchasing clothes?
 Yes
 No
8. According to you, what influences your style while purchasing clothes?
 Fashion trend
 Lifestyle
 Friends and Family
9. Do you agree, culture and background of the individual influence your buying decision
towards clothes?
 Agreed
 Highly agreed
 Disagreed
 Highly disagreed
 Neutral
10. Do you get motivated or influenced by others in order to shop new range of clothes?
 Yes
 No
 Maybe
ADMINISTRATION PROCESS
This survey was distributed through survey money. It is cloud based software which is
useful in transferring questionnaire to various set of respondents in order to attain specific results

and outcomes (Elkrghli and Mohamed, 2016). 15 respondents has filed the questionnaire in order
to assess how these drivers motivation, perception, individual differences, family, culture,
lifestyle and attitude influence the consumer purchasing decision.
DATA ANALYSIS
Theme 1: Maximum number of participants are female.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Male 40% 6
Female 60% 9
TOTAL 100% 15
Male Female
0
0.1
0.2
0.3
0.4
0.5
0.6
40.00%
60.00%
% OF RESPONDENTS
Illustration 1: Survey Monkey. 2020. [Online]. Available
through:<https://www.surveymonkey.com/analyze/JO5j2z2a5vzpY9D2UshPRxkBOfh41A0mA
mM6RtPX5KE_3D?tab_clicked=1>
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 60% of the

participants are female who helps in giving better insight on the factors which influence their
buying tends while purchasing clothes (Survey Monkey, 2020).
Theme 2: Maximum number of respondents prefer online platforms to shop clothes.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Online 73.33% 11
Physical stores 0% 0
High street stores 13.33% 2
Small independent brands 13.33% 2
TOTAL 100% 15
73.33%
13.33%
13.33%
Online
Physical stores
High street stores
Small independent brands
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 73.33%
participants tends to buy clothes online. It is considered to be one of the most convenient
medium which in turn helps in delivering goods at the resident of the customers (DOĞRUEL
ANUŞLU and ARICIGİL ÇİLAN, 2019). It aids ease of purchasing clothes and also helps in

gaining large range of option to choose from. On the other hand, 26.66% (13.33%+13.33%)
respondents prefer small independent stores and high street stores while shopping clothes.
Theme 3: Maximum number of respondents spend $200 to $350 on purchasing clothes every
year.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Below $200 13.33% 2
$200 to $350 86.67% 13
$350 to $500 0% 0
Above $500 0% 0
TOTAL 100% 15
13.33%
86.67%
Below $200
$200 to $350
$350 to $500
Above $500
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 86.67% are
willing to pay around $200 to $350 on clothes every year. This means individuals are willing to
pay this much every year because they like to spend moderately on the clothing segment (Gupta,
2017). The trends keep on changing and they buy clothes every year which helps in remaining

fashionable over the time. It has been predicted that, participants do not like to spend more than
d $200 to $350 on clothes every year.
Theme 4: Maximum number of respondents purchase clothes every month to every 3 months
in a year.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Every week 6.67% 1
Every month 46.67% 7
Every 3 months 46.67% 7
Every 6 months 0% 0
Once or twice a year 0% 0
TOTAL 100% 15
6.67%
46.67%
46.67% Every week
Every month
Every 3 months
Every 6 months
Once or twice a year
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 93.34%
(46.67% + 46.67%) of the participants purchase clothes every month to 3 months. This helps
customers to remain in fashion by adapting to the newest fashion trend in the market (Nilssen,

Bick and Abratt, 2019). This in turn boost up their confidence which in turn leads to long term
sustainable growth of the business. On the other hand, 6.67% individuals purchase clothes every
week.
Theme 5: Maximum number of respondents perceive themselves as trendy.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Independent 13.33% 2
Stylish 20% 3
Trendy 60% 9
Cool and funky 6.67% 1
TOTAL 100% 15
13.33%
20.00%
60.00%
6.67%
Independent
Stylish
Trendy
Cool and funky
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 60% of the
participants tend to perceive a trendy attitude. This in turn helps individuals in complying with
the newer trends which in turn helps in boosting up the personality and confidence of an
individual (Rodrigo, Khan and Ekinci, 2019). On the other hand, 13.33% of the individuals
perceive stylish attitude which enhance the personality and the look of an individual.

Theme 6: Maximum number of respondents agreed, that attitude of the customers towards
current fashion trends influence your buying decision.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Agreed 53.33% 8
Highly agreed 46.67% 7
Disagreed 0% 0
Highly disagreed 0% 0
Neutral 0% 0
TOTAL 100% 15
53.33%
46.67% Agreed
Highly agreed
Disagreed
Highly disagreed
Neutral
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 53.33% of
the respondents said that, attitude of the customers towards current fashion trends tend to
influence the buying decision of the customers. Attitude of the consumers towards clothes and
the brand of the company in turn influences the sales and demand of the clothes in the market
(Sanad, 2016).

Theme 7: Yes, individual and group differences influence your buying decision while
purchasing clothes.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Yes 100% 15
No 0% 0
TOTAL 100% 15
Yes No
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
100.00%
0.00%
% OF RESPONDENTS
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 100% of the
participants said that, respondents with whom they shop clothes, their individual and group
differences in selecting clothes tends to largely influence the purchase decision of customers
related with clothes (Survey Monkey, 2020). Clash in the opinion and difference in the preference
of their individuals influences the buying decision.
Theme 8: Fashion trend and lifestyle, influences maximum number of participants style while
purchasing clothes.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Fashion trend 40% 6

Lifestyle 40% 6
Friends and Family 20% 3
TOTAL 100% 15
40.00%
40.00%
20.00%
Fashion trend
Lifestyle
Friends and Family
Interpretation: From the above conducted survey from 15 respondents to analyse the
customer attitude and preference while purchasing clothes. It has been analysed that, 80% of the
respondents said that, fashion trends and lifestyle of the individual will in turn largely influence
customers while buying clothes. This helps individuals to live their life by complying with
current fashion trends. (Survey Monkey, 2020) On the other hand fashion sense of friends and
family members in turn also influence the customers at the time of purchasing clothes.
Theme 9: Highly agreed, culture and background of the individual influence your buying
decision towards clothes.
PARTICULARS % OF RESPONDENTS RESPONDENTS
Highly Agreed 80% 12
Agreed 20% 3