MBA404 Consumer Behaviour: Survey on Impulse Body Spray Buying Habits

This report presents the findings of a consumer buying behavior survey focused on Impulse body spray. The survey, conducted with 15 participants, aimed to understand consumer perceptions, motivations, attitudes, and the influence of lifestyle, culture, family, and individual differences on their purchasing decisions. The report analyzes both demographic and theme-based questions, revealing that most respondents were female, aged 25-34, and employed. Key findings indicate that consumers perceive Impulse body spray as clean and fresh, with great smelling fragrance as a significant benefit. Promotion is a primary motivation for purchase, and personality influences buying behavior. The analysis also explores the impact of culture, family, lifestyle, and individual differences on consumer choices, providing insights into the factors that drive purchasing decisions. The report includes data analysis, key findings, and references to relevant literature on consumer behavior, offering a comprehensive overview of the research and its implications.

Running head: CONSUMER BUYING BEHAVIOUR
CONSUMER BUYING BEHAVIOUR

CONSUMER BUYING BEHAVIOUR 2
Table of Contents
1. Purpose (the goal of your survey)......................................................................................................3
2. Development of a survey instrument (the objectives of your survey questions)................................3
3. Administration processes (how was this survey distributed and why)...............................................3
4. Data Analysis (a succinct summary of the survey results).................................................................4
5. Key Findings (an analysis of emerging themes from gathered results)..............................................6
6. References.........................................................................................................................................9
7. Appendices......................................................................................................................................10

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1. Purpose (the goal of your survey)
The goal of conducting a survey on consumer buying behavior is to support the company to
comprehend the ways of making a decision for buying the products and services. These data
are supportive for firms and business managers to comprehend the cause behind buying and
rejecting the products through customers. It is significant for marketers in order to investigate
the behaviour of consumers. It is significant for them in order to comprehend the consumers
as groups and individuals decide on, consumer or disposing products with services as well as,
ways through which, they share experiences in order to meet their needs and wants (Wilson,
2010).
With respect to the viewpoint of marketers, they assume that the key intention of marketing is
to sell the products and services to a large number of individuals hence more profits can be
developed. But, in current times, as consumer is more aware regarding the application of
products and other data related to products, it is not difficult to sell and influence the
consumers to purchase the products. Therefore, to sell Impulse body spray to convince
consumers to purchase products, marketers have to need to conduct research on consumers in
order to identify their perspectives (Sharma, 2014).
2. Development of a survey instrument (the objectives of your survey questions)
The monkey survey instrument is used to create the data related to the perspectives of
consumers regarding Impulse body spray. The objective of each survey question is to
understand the perception, motivation, lifestyle, culture, family, individual and group
differences, as well as, attitude of consumers.
3. Administration processes (how was this survey distributed and why)
The survey is used for investigating the in-depth sampling regarding sampling of individual
units through the population and managing data collection tools on that sample. It involves
instruments and procedures where the researcher asks close-ended questions with participants

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in order to collect data and increasing the response rate. In the research, 10 survey question is
asked with 15 consumers in order to get the opinion regarding their purchasing behavior. For
choosing the sample, the simple random probability sampling method is selected as it
provides chances to choose the respondents on a random basis. It also aids to decline the
biases from the research study. These consumers were selected from outside the store who
use Impulse body spray as it would aid to gather depth information related to the research
issue (Wilson, 2010).
4. Data Analysis (a succinct summary of the survey results)
Demographic-based question
Q1: Please specify your gender
From Appendix 1, it is found that there are about 13.33% of participants were male and
80.00% of respondents were female, as well as, 6.67% of participants were others.
Q2: Please mention your age-group
From Appendix 2, it is illustrated that there are most of the participants i.e. 60.00% of
respondents fall under 25-34 years. On the other side, only 13.33% of participants come
under 18-24 years, and 35-44 years.
Q3: Please specify your occupation
From appendix 3, the data collection shows that there are 66.67% of participants are
employed while only 13.33% of participants are unemployed.
Theme based questions
Perception
Q4: What do you think about purchasing the Impulse body spray?
From Appendix 4, it is analyzed that there are 53.33% of participants who thinks Impulse
body spray is clean, fresh as well as, floral faceted. On the other side, only 6.67% of
consumers think that Impulse body spray is a foxy blend of lime as well as, sandalwood.

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Attitudes
Q5: What is your key benefit of buying Impulse body spray?
From Appendix 5, it is identified that there are 40.00% of participants whose key benefit of
buying Impulse body spray is great smelling and feeling fresh for the day ahead. On the other
side, there are about 20.00% of respondents whose benefits of buying Impulse body spray is
fragrance.
Motivation
Q6: Which key factor motivates you for purchasing Impulse body spray?
From Appendix 6, it is demonstrated that there are about 40.00% of participants who are
motivated by promotion to purchase Impulse body spray. In contrast to this, only 13.33% of
respondents who are motivated through unique features to buy Impulse body spray.
Group and individual differences
Q7: How do group and individual differences affect you to shop Impulse body spray?
Throughout appendix 7, it is identified that there are about 60.00% of respondents believed a
personality is a group and individual differences that do affect them to shop Impulse body
spray. On the other side, only 6.67% of respondents believed that intelligence is a key factor
of the group and individual differences that do influence them to shop Impulse body spray.
Culture
Q8: Do you agree that the development of modern culture makes you willing to shop for
Impulse body spray?

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From Appendix 8, it is identified that there are 46.67% of respondents who were agreed that
the development of modern culture makes them willing to purchase Impulse body spray. On
the other side, there are only 6.67% of participants who were disagreed that development of
modern culture makes them willing to purchase Impulse body spray.
Family
Q9: Do you believe that family influence you to shop for Impulse body spray?
From Appendix 9, it is identified that there are 60.00% of respondents who believes that
family influences consumer to shop Impulse body spray. In contrast to this, there are only
26.67% of consumers who were disagreed that family influences consumers to shop Impulse
body spray.
Lifestyle
Q10: How does your lifestyle influence you to purchase Impulse body spray?
From the above chart, it is illustrated that there are about 40.00% of participants who were
agreed that fashion freak is their lifestyle that influence them to purchase Impulse body spray.
On the other side, only 13.33% of consumers think that necessity influences them to purchase
Impulse body spray.
5. Key Findings (an analysis of emerging themes from gathered results)
Motivation
It is found that motivation procedures refer to process that can cause an individual in order to
behave as they perform. It exists while a requirement is aroused that a consumer wants for
satisfying. After activating the needs, a state of tension occurs which leads the consumers for
making efforts to decline the requirement. It is addressed that expectancy theory recommends

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that behavior is highly pulled through expectations for attaining desirable results as compared
to pushed from within (Sharma, 2014).
Culture
It is illustrated that culture is a set of ideas, artifacts, values as well as, other meaningful
symbols that supports a person to interpret, communicate as well as, evaluating as a society
member. Under the Australian social system, it is illustrated as an ‘open’ because a person is
competent to move from one class to another moderately easily (Rani, 2014).
Family
It is identified that a reference group could be any group where an individual focus on
guidance as to what is feasible behavior, values as well as, attitudes. It is demonstrated that a
family is a subset classes of the household where each member has strong bonding with each
other. Permissive parents can seek for removing as different restraints from their children as
possible without putting them into danger (Ramya and Ali, 2016).
Attitude
It is illustrated that attitude is a learned tendency for responding reliably with respect to the
given objects. It is identified that attitude function theory examines that the motive
underlying that attitude of an individual should be recognized as a potential transformation in
products.
Attitude objects such as products active some motivational issues and functions across the
individual. It is also identified that group households related to individuals who are not
associated by marriage, adoption and blood like unmarries couple, roommates, boarders, and
family friends but it can influence the buying behavior of their members (Liao, et. al., 2019).

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Lifestyle
It is identified that lifestyle is illustrated as a way where an individual life within society as
well as, is expressed through things in their surroundings. It is evaluated by consumer
interests, activities, and opinions as well as, shaping his whole patterns to act and interact at
the global level. Hence, it can highly influence consumer buying behavior (Lawan and Zanna,
2013).
Individual and group differences
It is found that each consumer within society is a member of distinct groups that relied on
their culture, different subculture and social class and it may affect the purchasing behavior
of consumers. This influence relies on the similarity of desires of purchasers with one of
group members (Jaakkola, 2017).
Perception
It is illustrated that perception is identified as a consumer awareness and interpretation of
reality. In addition to this, perception can deal as a basis on which consumer learning takes
place. Along with this, exposure is illustrated as the procedure for bringing some stimulus
within consumer proximity. Hence, it could be sensed through one of the different human
senses such as smell, taste, sound, and sight. Along with this, selective exposure is illustrated
as screening out of different stimuli as well as, exposing oneself to a different small part of
stimuli (Browne, Durrett, and Wetherbe, 2014).

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6. References
Browne, G.J., Durrett, J.R. and Wetherbe, J.C., 2014. Consumer reactions toward clicks and
bricks: investigating buying behavior online and at stores. Behaviour & Information
Technology, 23(4), pp.237-245.
Jaakkola, E., 2017. Purchase decision-making within professional consumer services:
organizational or consumer buying behavior?. Marketing Theory, 7(1), pp.93-108.
Lawan, L.A. and Zanna, R., 2013. Evaluation of socio-cultural factors influencing consumer
buying behavior of clothes in Borno State, Nigeria. International Journal of Basic and
Applied Science, 1(3), pp.519-529.
Liao, S.L., Shen, Y.C. and Chu, C.H., 2019. The effects of sales promotion strategy, product
appeal and consumer traits on reminder impulse buying behavior. International Journal of
Consumer Studies, 33(3), pp.274-284.
Ramya, N. and Ali, M., 2016. Factors affecting consumer buying behavior. International
journal of applied research, 2(10), pp.76-80.
Rani, P., 2014. Factors influencing consumer behavior. International journal of current
research and academic review, 2(9), pp.52-61.
Sharma, M.K., 2014. The impact on consumer buying behavior: Cognitive
dissonance. Global Journal of Finance and Management, 6(9), pp.833-840.
Wilson, D.F., 2010. Why divide consumer and organizational buyer behavior?. European
Journal of Marketing, 34(7), pp.780-796.

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7. Appendices
Demographic-based question
Appendix 1:
Q1: Please specify your gender
Appendix 2:
Q2: Please mention your age-group
Appendix 3:

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Q3: Please specify your occupation
Theme based questions
Appendix 4: Perception
Q4: What do you think about purchasing the Impulse body spray?
Appendix 5: Attitudes

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Q5: What is your key benefit of buying Impulse body spray?
Appendix 6: Motivation
Q6: Which key factor motivates you for purchasing Impulse body spray?
Appendix 7: Group and individual differences
Q7: How do group and individual differences affect you to shop Impulse body spray?