MBA404 Consumer Behaviour & Marketing Psychology: Lifebuoy Survey

This report presents an analysis of consumer buying behavior concerning Lifebuoy soap, based on a survey conducted with 20 participants. The survey explores factors influencing purchasing decisions, frequency of purchase, information-seeking behavior, perceived benefits, price sensitivity, brand loyalty, family usage, preferred purchase locations, and overall perception of Lifebuoy products. Key findings indicate that quality and fragrance are primary considerations for consumers, with a significant portion demonstrating brand loyalty. The analysis integrates consumer behavior literature to support the interpretation of the survey data, providing insights into the marketing psychology behind consumer choices related to Lifebuoy. Desklib provides a platform for students to access similar solved assignments and past papers.

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..................................................................................................................................8
Appendix....................................................................................................................................9

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 3
Purpose
The primary goal of performing the survey is to comprehend the purchasing behavior of the
customer about Lifebuoy.
Development of a survey instrument
This survey was completed on a survey through questionnaire by considering the survey
monkey. This tool aids to obtain valid and reliable result towards the research matter.
Administration processes
In the initial phase of the survey through questionnaire is completed on the 10 questions.
Subsequently, a survey was conducted on only those consumer who has used Lifebuoy as it is
possible by considering online link. In addition, it is examined that this survey was performed
on 20 consumers.
Data Analysis and Key Findings
Q1 Which factors do you normally consider while purchasing a particular brand of
soap? (can tick more than one)
As per the above table, it is illustrated that most of the participants were seeks that quality
and fragrance is a major factor that consumers normally consider while purchasing a
particular brand of soap. There are fewer people who seek that company image could directly
affect that consumer behavior. It is evaluated the quality as well as the fragrance of products
to change the behavior of the consumer towards particular goods and services (Pandey,
Singh, and Dalla, 2017).

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 4
Q2 How many bath soaps do you personally require every month?
As per the above table, it can also be concluded that there are 40% of people use 2 soaps of
Lifebuoy personally require every month. In addition, it is examined that there are fewer
people who purchase soaps of in every month.
The obtained outcome is supported by the view of Popadynets Shults and Barna (2017), as it
was examined that perception of the consumer could be created after purchasing the products
and services that could create brand loyalty in the marketplace.
Q3 When was the last time you purchased lifebuoy soap?
The above chart depicted that 50% of research candidates have believed they have purchased
Lifebuoy from last week that was imperative for increasing the sale of the company.
These findings are supported by the view of Pilelienė, Grigaliūnaitė, and Stakauskaitė (2017),
as it was illustrated that there are different factors that might influence to the consumer for
purchasing the Lifebuoy products in weeks. It could lead to getting a favorable result.
Q4 When you purchased this soap did you seek out information to make a decision

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 5
The above chart depicted that 53.33% of consumers seek that available information towards
products and services could affect the decision of goods and services. Apart from this,
46.67% consumers disagreed with the same statement. This outcome is supported by the
opinion of Szmigin and Piacentini (2018), as it was stated that there are certain factors that
might affect the decision of consumers like information, cost, price, and place. In addition, it
is examined that information is a primary factor that might change the behavior of a
consumer in the least time and cost. Therefore, it is compulsory for the firm to comprehend
usefulness of information in increasing the number of consumers towards particular products
and services.
Q5 For what benefits do you choose lifebuoy soap? (can tick more than one)
With respect to the above table and chart, it is evaluated that 60% of research participants
believed that good cleaning is a major factor that mandates them to buy lifebuoy soap.
The obtained outcome is supported by the opinion of Sharma Joshi, and Kumar (2015) as it
was stated that there are certain factors that could attract consumers for purchasing the
Lifebuoy from the marketplace like good cleaning, good for skin competition, good
fragrance, medicine effect, cheap price, and easily available. These factors might support the
consumer for purchasing goods and services.
Q6: If the price of the lifebuoy soap increases, which one do you buy?

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 6
The above table and chart depicted that there are 72% of consumers seek that they purchase
lifebuoy soap either prices have increased or not. They do not switch from the product. While
7% were given more preference for the cheaper products rather than having a higher price.
This obtained result is supported by the opinion of Cohen Prayag and Moital (2014) as it was
illustrated that firm to use pricing strategy and increase the sale of products and services. This
strategy could lead to getting reliable information towards the research matter.
Q7: What would, you do if your main brand is not available at your usual place of
purchase, would you
The above table and chart it is evaluated that 60% of consumers seek that if their main brand
is not available at your usual place of purchase then they will go to search items on other
stores for their brand soap. Apart from this, only 13% of candidates seeks that they were
switched on another brand.
The outcome is favored by the view of Horner and Swarbrooke, (2016) as it was illustrated
that consumer loyalty could increase the possibilities of getting reliable information. It is
examined that consumer loyalty could also pull the huge number of consumer attention with
respect to the specified products and services. It could be imperative in getting positive
outcomes.
Q8: Apart from you, how many of your family members like to use lifebuoy soap

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 7
The above table depicted that 46% of consumer seeks that 2 members of the family like to
use lifebuoy soap that could be a standard number as per the new generation. This evidence is
supported by the opinion of Gatersleben Murtagh and Abrahamse (2014), as it was stated that
FMCG products were confronted from a higher level of competition. Hence, they could
imply differentiate strategy and enhance the interest of people in favor of Lifebuoy soap.
Q9: where do you usually buy lifebuoy soaps? (can tick more than one)
The above chart depicted 80% of consumers buy their products and services from the retail
stores, while others were purchased it form the pharmaceuticals, online, and shopping malls.
These findings were supported by the view of Rose and Dhandayudham (2014) as it was
illustrated that firm could use the marketing mix strategy for operating the business the lead
to get a reliable outcome.
Q10: What is your perception of lifebuoy soaps?
The above table depicted that 45% of people believed that lifebuoy offers quality products
and services to their consumers while 34% seeks that lifebuoy product offer high-quality

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 8
products and services. These findings were supported by the opinion of East at al. (2016), as
it was illustrated that a firm could use promotion strategy and increase the awareness of
goods and services among a huge number of consumers in the least time.

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 9
References
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.
Gatersleben, B., Murtagh, N. and Abrahamse, W., 2014. Values, identity, and pro-
environmental behavior. Contemporary Social Science, 9(4), pp.374-392.
Horner, S. and Swarbrooke, J., 2016. Consumer behavior in tourism. Routledge.
Pandey, P., Singh, S. and Dalla, S.A., 2017. CONCEPTUAL FRAMEWORK OF
RELATIONSHIP BETWEEN PROMOTIONAL TOOLS & CONSUMER BUYING
BEHAVIOR. International Education and Research Journal, 3(5).
Pilelienė, L., Grigaliūnaitė, V. and Stakauskaitė, G., 2017. The influence of product
packaging color on impulsive buying behavior. Management of Organizations: Systematic
Research, (76), pp.107-117.
Popadynets, N., Shults, S. and Barna, M., 2017. Differences in consumer buying behavior in
consumer markets of the EU member states and Ukraine. Economic Annals-XXI, 166.
Rose, S. and Dhandayudham, A., 2014. Towards an understanding of Internet-based problem
shopping behavior: The concept of online shopping addiction and its proposed predictors.
Sharma, K., Joshi, G., and Kumar, S.S., 2015. An investigative study on the impact of
effective and cognitive states on impulse buying. Romanian Journal of Marketing, (1).
Szmigin, I. and Piacentini, M., 2018. Consumer behavior. Oxford University Press.

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 10
Appendix
Data analysis and results
Q1: Which factors do you normally consider while purchasing a particular brand of
soap? (can tick more than one)
Q2: How many bath soaps do you personally require every month?
Q3: When was the last time you purchased lifebuoy soap?
Q4: When you purchased this soap did you seek out information to make a decision

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 11
Q5: For what benefits do you choose lifebuoy soap? (can tick more than one)?
Q6: If the price of the lifebuoy soap increases, which one do you buy?
Q7: What would, you do if your main brand is not available at your usual place of
purchase, would you

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 12
Q 8: Apart from you, how many of your family members like to use lifebuoy soap
Q 9: where do you usually buy lifebuoy soaps? (can tick more than one)
Q 10: What is your perception of lifebuoy soaps?