University Consumer Behaviour and Marketing Psychology Survey Report

This report presents an analysis of a consumer behavior survey focused on skincare products, exploring the factors influencing purchasing decisions and brand preferences. The survey, administered via WhatsApp and Facebook Messenger, aimed to understand consumer attitudes, motivations, and behaviors related to skincare. The report details the survey's objectives, development, and administration process, highlighting the importance of understanding consumer psychology in marketing. Key findings reveal that quality, rather than price, significantly influences purchasing decisions, with family and friends playing a crucial role in brand recommendations. The Body Shop emerged as the preferred brand, valued for its vegan and skin-friendly qualities. The analysis also examines how various psychological, individual, and cultural factors impact consumer behavior, providing insights into how marketing strategies can be tailored to meet consumer needs and preferences. The report concludes with a discussion of the survey's limitations and suggestions for future research, emphasizing the importance of consumer behavior analysis in the context of marketing.

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer behaviour and marketing psychology
Name of student
Name of University
Author note

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................4
Administration process...............................................................................................................5
Data analysis..............................................................................................................................6
Key findings...............................................................................................................................7
Reference list..............................................................................................................................8
Appendices.................................................................................................................................9

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The purpose of the assignment is to highlight the importance of creating the survey
comprising of the 10 questions and how it can allow for examining how the customers are
influenced to make purchases of the product and services from an organisation. As per the
analysis of the survey process consisting of the responses of the customers, it could be
understood that the topic shed light on the various factors that have influenced the purchasing
behaviours and buying decisions of consumers for a skin care product (Haugtvedt, Herr and
Kardes 2018).
Goals
The goals of the assignment are to create a survey consisting of the responses of
respondents for the 10 questions represented there and determine the behaviours f theirs
regarding purchase of a skin care product from a particular organisation or brand. The goals
and objectives are also to analyse the buying behaviours, consumer perceptions and also their
attitudes, motives, behaviours along with the group or individual differences, cultural factors,
family and lifestyle behaviours too, all of which, might contribute to the consumers’ buying
behaviours and their inclination towards making purchase of a skin care product (Mullen and
Johnson 2013).
After completion of the assignment, it would be much easier for the researcher to
understand about those factors, which mostly contributed to the influence on consumers’
behaviours and encouraged them to make effective decisions regarding their purchase of
products and services too (Kruglanski and Higgins 2013).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Development of a survey instrument
The survey instrument has been developed for the purpose of outlining the objectives
of the questions that have been presented during the survey process. The objectives are
presented with the inclusion of survey questions that define the purpose of research and how
it can allow us to understand about the various factors related to the influence on consumers’
behaviours and encouragement of purchasing decisions as well (Wells 2014).
Survey question Survey objective
How often do you purchase the skin care
product?
To determine the consistency of purchases
made by the customers for the skin care
product
From where do you got the knowledge
about buying the product?
To identify the influencers that promoted
knowledge and information about the
product to the customers
Any of your favourite brands? Why? To assess which brand has been mostly
preferred by the customers
What do you like most about the skin care
product?
To determine the features that attributed to
the customers’ likings for the skin care
product
Does your purchase depends on the price?
Why?
To analyse how the pricing of products
influence consumers’ purchasing decisions
and buying behaviours
Are you happy with the brand product you
buy? Why?
To assess how satisfied and happy the
customers are with the brand and its
products

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
What is your satisfaction level when you
buy the brand of skin care products you love
to use?
To measure the level of satisfaction of
customers regarding the skin care products
purchased by the customers
Who influenced you to buy a particular
product or brand?
To determine the factors that influenced the
clients to make purchases of the skin care
product of a brand
Administration process
The process of administration addresses about the distribution of survey
questionnaires to the respondents for gaining their responses and ideas, furthermore, put
emphasis on the Why aspect so as to determine about the man purpose of doing the research.
The survey process has been done by distributing the survey questionnaire consisting of the
questions to the respondents, who were regarded as samples for data collection (Van Raaij et
al. 2013). Their responses tend to represent quantitative data and information and thus the
researcher has focused on focusing on the WHY as well. The WHY concept represents why
the research has been done, which is to determine the factors that are responsible for
influencing the consumer buying behaviours and purchasing decisions for the specific skin
care product of a brand (Mathras et al. 2016). The reasons for doing the analysis also have
been to determine the root causes of the consumers’ buying patterns and even emphasize on
the understanding of their satisfaction level with the skin care brand and its products, the
pricing structure of the products and how it is linked with the purchasing decisions and also
the preferences of theirs towards a specific brand that sell skin care products and services
(Stephen 2016).

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Data analysis
Based on the analysis of the responses, as presented in the survey questionnaire, it
could be understood that the skin care products are mostly purchased women, which is the
majority here, i.e., the gender graph showed mostly women who make purchase of the skin
care products. The age range of 26 to 35 shows the highest majority, who have purchased the
skin care products and it has been followed by the individuals aged between 14 to 25. Thus,
from the analysis of responses, the young adults and somewhat young women at their thirties.
From the analysis of the responses, it could also be understood that the customers’
purchase the skin care products monthly and it has been recorded the most, as stated by 9 out
of the 15 respondents included in the survey. The remaining 4 out of 15 respondents purchase
every six months while the remaining 2 individuals make purchases once a year. When asked
about the ways by which, the customers acquired knowledge and information about the skin
care products, most of them, i.e., 6 out of 15 respondents responded positively and stated
about the cosmetic store from where they gained knowledge while 5 out of the 15
respondents believed that the advertisements and promotions could be the reason as well.
Thus, the cosmetics store and advertising have been major factors associated with the
influence of consumers’ buying behaviours.
Based on the analysis of survey results, 11 out of 15 respondents preferred the Body
Shop brand and it has been majority, when compared to the other brands such as Vaselina ad
Dove, which tend to be quite lower in terms of the respondents of customers, i.e., only 4 out
of the 15 respondents preferred these two brands only. When asked about the reason, they
mentioned that the skin care products of Body Shop are mostly vegan, skin friendly and
possess good quality components, which suit the skin.

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
According to the analysis of survey results, when asked about what things they liked
about the product, the quality aspect and all, which have been equally agreed to by the
respondents, i.e., 8 out of 15 and 7 out of 15 respondents. The reasons include the quality that
suited their skin and also because of the smoothness of skin, freshness and the company
offers the best packaging too.
Based on the response for the purchasing decision, dependent upon the pricing
structure, 13 out of 15 disagreed to the context while only 2 of them agreed that they make
purchases based on the prices set. It has been because, the customers are mostly concerned
with quality and they are willing to pay any amount regardless of the price set for the
products and services. They also pointed out reasons that skin health is essential and using
good quality skin care product could keep them skin perfect, thus more focus has been on
quality and not on the price.
It is a good thing that all of the i.e., 15 respondents are happy with their brand
products and because those have kept their skin healthy and clean and also has been suitable,
which ensured quality standards and preferred Body Shop’s promise to quality and reliability
too. Thus the satisfaction level has been quite high as well. Moreover, the influencers, they
believed to be families and friends who influenced them to make purchases.
Key findings
The findings of the research showed that based on the analysis of responses, most of
the respondents believed that quality and not pricing, has been a major factor that influenced
their purchasing behaviours. Moreover, their purchasing patterns are nowhere near to the
pricing structure that has been set, rather they preferred those skin care products that are
healthy for skin and could keep their skin fresh clean and alive all the time (De Mooij 2019).
The individuals who influenced them included the families and friends of the customers, who

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
encouraged them to make buying decisions and thus the Body Shop also has been the most
obvious choice among them, when compared to the other two brands named Vaselina and
Dove, as found from the survey process results’ analysis (Jost 2017). The Survey monkey
tool has been used for creating the survey and the survey questionnaires have been sent to the
individuals who are found to be associated with the skin care products most often. The
products are also sent to them so as to acquire their feedbacks regarding their preferable
brand. Moreover, the survey questionnaire has been sent by messenger, Whatsapp and also
through emails and allotted with a time duration of one day, within which the responses were
acquired without any delay (Baker and Saren 2016). Thus, the research aspects seemed to be
appropriate and ethical considering no biasness in terms of the responses provided by the
respondents during the survey process.

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Reference list
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Haugtvedt, C.P., Herr, P.M. and Kardes, F.R. eds., 2018. Handbook of consumer psychology.
Routledge.
Jost, J.T., 2017. The marketplace of ideology:“Elective affinities” in political psychology and
their implications for consumer behavior. Journal of Consumer Psychology, 27(4), pp.502-
520.
Kruglanski, A.W. and Higgins, E.T. eds., 2013. Social psychology: Handbook of basic
principles. Guilford Publications.
Mathras, D., Cohen, A.B., Mandel, N. and Mick, D.G., 2016. The effects of religion on
consumer behavior: A conceptual framework and research agenda. Journal of Consumer
Psychology, 26(2), pp.298-311.
Mullen, B. and Johnson, C., 2013. The psychology of consumer behavior. Psychology Press.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior.
Current Opinion in Psychology, 10, pp.17-21.
Van Raaij, W.F., van Veldhoven, G.M. and Wärneryd, K.E. eds., 2013. Handbook of
economic psychology. Springer Science & Business Media.
Wells, V.K., 2014. Behavioural psychology, marketing and consumer behaviour: A literature
review and future research agenda. Journal of Marketing Management, 30(11-12), pp.1119-
1158.

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Appendices

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CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY