MBA404 Consumer Behaviour: Survey Analysis of Apple iPhone Purchases

This report presents a survey analysis investigating the consumer buying behavior related to Apple iPhone purchases. The survey explores the impact of cultural influences, lifestyle, attitudes, and perceptions on purchasing decisions. A survey instrument with ten questions was administered to a sample of 15 customers and 3 managers, and the collected data was analyzed using Survey Monkey. Key findings reveal that a majority of respondents own an iPhone and are satisfied with its features and quality. Cultural influences and lifestyle habits significantly impact purchasing decisions, and consumers' perceptions of Apple as a premium brand influence their inclination towards it. The report also highlights the importance of word-of-mouth promotions and social media in marketing activities. The findings suggest that motivation and encouragement through marketing strategies play a crucial role in influencing consumer buying behaviors. This analysis contributes to understanding the driving forces behind consumer choices in the smartphone market and provides insights for effective marketing strategies.

Running head: CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Consumer Behaviour and Marketing Psychology
Name of student
Name of University
Author note

1CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Table of Contents
Purpose.......................................................................................................................................3
Development of a survey instrument.........................................................................................3
Administration processes...........................................................................................................4
Data analysis..............................................................................................................................4
Key findings...............................................................................................................................4
References list............................................................................................................................8
Appendices.................................................................................................................................9

2CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Purpose
The purpose of the survey analysis is done to focus on the various forces or factors
that have influenced the consumer buying behaviours regarding purchases of Apple I Phone.
The purpose of this survey is to draw information and data based on the responses to be
acquired by analysing the responses provided in the survey questionnaire, furthermore ensure
meeting the goals and objectives of business as well as the research that will be conducted
perfectly (Mullen and Johnson 2013). The survey monkey tool will be used for the purpose of
analysing the data and information while few theories and relevant concepts related to the
consumer buying behaviours will also be demonstrated in this report to draw good
conclusions in the end (He and Lai 2014).
Goals and objectives
 To identify the impacts that are created on the consumer buying behaviours and
purchasing decisions by cultural influences, lifestyle behaviours, attitudes, perception
towards the brand
 To evaluate various approaches that are used for marketing of Apple I Phone and
influence the decisions made regarding purchases by the consumers
 To assess the consumer perception towards the brand and motivation that have been
critical to the success of managing consumer buying behaviours and decisions while
purchasing
 To recommend various measures needed to ensure that consumers gain positive mind
sets bout Apple I Phone and are influenced to make purchases from the brand
consistently.
Development of a survey instrument
Survey questionnaire
1. Do you own an Apple I Phone till now?
2. Does the features and quality of Apple I Phone manage to fulfil your requirements
and meet your expectations?
3. The cultural influences and social behaviours often influence the consumer buying
decisions regarding purchase of Apple I Phone
4. The family is a major target during the management of marketing of the specific
product mentioned here, i.e., Apple I Phone

3CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
5. The changing behaviours and lifestyle habits of people in Australia have also
influenced the consumer decisions regarding purchase of Apple I Phone
6. The perception consumers possess on a specific product like Apple I Phone also
motivates them to remain inclined towards the specific brand and its smart phone
7. Is it true that the Apple I Phone falls under the premium smart phone segment,
which also enables the pricing component to make an impact on the purchasing
behaviours of consumers?
8. Gaining knowledge of consumer behaviours and marketing psychology are also
important driving forces behind successful marketing strategies and approaches
adopted by the business
9. Does the word of mouth promotions and social media involvement facilitate the
marketing activities and to influence consumer buying behaviours while making
purchase of Apple I Phone?
10. The decisions regarding purchase of Apple I Phone are also based on motivation
and encouragement of consumers managed through marketing to make them
acknowledged about the brand and its products
Administration processes
The participants are selected randomly from a heterogeneous group consisting of
large numbers of people with the use of random probability sampling method whereas the
non-probability convenient sampling has been useful for the purpose of drawing data and
information in the form of responses provided by the managers when engaged in the
interview session conducted by the researcher (Boush et al. 2015).
Thus, the sample size has been chosen as 15 customers and 3 managers from whom
quantitative data and qualitative data have been gathered respectively.
Data analysis
With the vast amount of data and information collected, the Survey Monkey tool is
preferred, as it is flexible and offers better usability and convenience in analysing the
statistical data much more easily. It then presents the data findings in the form of graphs,
tables and diagrams that can be easily understood by the researcher for drawing good
outcomes and accomplish the research goals and objectives too (Palinkas et al. 2015). Other
data analysis tools include SPSS tool, which also presents statistical data and information in
table and graphical format for easy understanding by the researcher.

4CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Key findings
Do you own an Apple I Phone till now?
ANSWER CHOICES– RESPONSES–
–
Yes
53.33%
8
–
No
46.67%
7
TOTAL 15
Analysis
From the analysis of the survey results, the majority owns the Apple I Phone, i.e., 8
out of 12 respondents while 7 out of 12 respondents do not have purchased the product.
Does the features and quality of Apple I Phone manage to fulfil your requirements and meet
your expectations?
ANSWER CHOICES– RESPONSES–
–
Very satisfied
20.00%
3
–
Satisfied
40.00%
6
–
Neither satisfied nor dissatisfied
20.00%
3
–
Dissatisfied
20.00%
3
–
Very dissatisfied
6.67%
1
Total Respondents: 15
Analysis

5CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Based on the analysis, it could be understood that 9 out of 15 respondents provided
positive responses regarding the fact that the quality of the smart phone and its features have
contributed to the influence on consumer buying behaviours. 3 out of 15 respondents were
neutral in their responses while 4 out of 15 respondents disagreed to the statement (Etikan,
Musa and Alkassim 2016).
The cultural influences and social behaviours often influence the consumer buying decisions
regarding purchase of Apple I Phone
ANSWER CHOICES– RESPONSES–
–
Strongly agree
13.33%
2
–
Agree
46.67%
7
–
Neither agree nor disagree
26.67%
4
–
Disagree
6.67%
1
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
According to the analysis of findings, 9 out of 15 respondents have agreed that the cultural
aspects and social behaviours often shape consumers perception regarding the brand product
while only 2 out of 15 respondents provided negative responses. In spite of the majority of
positive responses, 4 out of 15 respondents have remained neutral in their responses.
The family is a major target during the management of marketing of the specific product
mentioned here, i.e., Apple I Phone

6CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Very likely
20.00%
3
–
Likely
26.67%
4
–
Neither likely nor unlikely
33.33%
5
–
Unlikely
13.33%
2
–
Very unlikely
6.67%
1
TOTAL 15
Analysis
From the survey results, it could be analysed and interpreted that though 7 out of 15
respondents believed that the marketing of the product has been targeted at the family, still 5
out of 15 respondents have been neutral and do not either agree or disagree to the statement
(De Vries and Carlson 2014).
The changing behaviours and lifestyle habits of people in Australia have also influenced the
consumer decisions regarding purchase of Apple I Phone
ANSWER CHOICES– RESPONSES–
–
Strongly agree
13.33%
2
–
Agree
60.00%
9
–
Neither agree nor disagree
26.67%
4

7CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Disagree
0.00%
0
–
Strongly disagree
0.00%
0
TOTAL 15
Analysis
Considering the evaluation of responses, the behaviours of consumers change from time to
time and their life style habits are based on how they have managed their behaviours till now,
which are critical to their influence during purchase of product. Thus, the majority of people
here believed the fact to be true, i.e., 11 out of 15 respondents while there were no such
negative responses (Whitehead and Whitehead 2016).
The perception consumers possess on a specific product like Apple I Phone also motivates
them to remain inclined towards the specific brand and its smart phone
ANSWER CHOICES– RESPONSES–
–
Strongly approve
20.00%
3
–
Approve
46.67%
7
–
Neither approve nor disapprove
20.00%
3
–
Disapprove
13.33%
2
–
Strongly disapprove
0.00%
0
Total Respondents: 15
Analysis

8CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
Among the 15 respondents, 10 of them agree to the statement and they believed that the
quality and features provided by the brand are unmatchable and thus their buying decisions
have been influenced. The negligible responses can be seen in the disapprove and strongly
disapprove categories, which do not pose any such negative impact on the brand and its
related aspects while influencing the consumer behaviours.
Is it true that the Apple I Phone falls under the premium smart phone segment, which also
enables the pricing component to make an impact on the purchasing behaviours of
consumers?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
33.33%
5
–
Agree
26.67%
4
–
Neither agree nor disagree
33.33%
5
–
Disagree
0.00%
0
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
According to the analysis, it could be interpreted that most of the people, i.e., 9 out of 15
respondents believed this statement to be true and the Apple I phone has been targeted at the
premium customer segment too. Due to this, pricing has been a major driving force of
consumer behaviour and purchase making decisions though 5 out of 15 respondents did not
agree or disagree to the context (Zaglia 2013).
Gaining knowledge of consumer behaviours and marketing psychology are also important
driving forces behind successful marketing strategies and approaches adopted by the business

9CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
–
Strongly agree
26.67%
4
–
Agree
46.67%
7
–
Neither agree nor disagree
20.00%
3
–
Disagree
6.67%
1
–
Strongly disagree
0.00%
0
TOTAL 15
Analysis
From the survey results, it could be analysed that 11 out of 15 respondents are from
the agree and strongly agree categories and they have provided positive responses to the
statement. The negative responses are very low, considering the fact that only one out of 15
respondents has disagreed to the fact and do not believe that consumer behaviours and
marketing psychology understanding does not influence the marketing strategies and actins
undertaken by the company. Only 3 out of 15 respondents provided neutral responses and do
not either agree or disagree to the statement.
Does the word of mouth promotions and social media involvement facilitate the marketing
activities and to influence consumer buying behaviours while making purchase of Apple I
Phone?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
3
– 33.33%

10CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Agree 5
–
Neither agree nor disagree
33.33%
5
–
Disagree
6.67%
1
–
Strongly disagree
6.67%
1
TOTAL 15
Analysis
Based on the analysis of data and information, 10 out of 15 respondents fall in the agree and
strongly agree category, which represent the positive responses while 5 out of 15 respondents
remained neutral and thus the negative responses have been recorded as quite lower, which
proves that the driving forces illustrated all above have definitely influence consumer buying
decisions (Robinson 2014).
The decisions regarding purchase of Apple I Phone are also based on motivation and
encouragement of consumers managed through marketing to make them acknowledged about
the brand and its products
ANSWER CHOICES– RESPONSES–
–
Strongly agree
20.00%
3
–
Agree
53.33%
8
–
Neither agree nor disagree
13.33%
2
–
Disagree
13.33%
2
– 0.00%

11CONSUMER BEHAVIOUR AND MARKETING PSYCHOLOGY
ANSWER CHOICES– RESPONSES–
Strongly disagree
0
TOTAL 15
Analysis
Most of the respondents, i.e., 11 out of 15 respondents have remained positive in their
responses who believe that motivation and encouragement has been supported by marketing
actions undertaken by the brand. This has influenced their buying behaviours, which also
represent the majority of respondents while only 2 out of 15 respondents provided negative
responses.
Literature section
As stated by Sook Kwon et al. (2014), all these factors or forces largely contribute to
the influence on consumer buying behaviours and purchasing decisions. The perceptions that
customers have on the brand and its product is based on the price, quality, high security and
other features present in the item. The personal behaviours and life style habits that they are
being habituated with also shape their behaviours while making purchase of the specific
product from the brand. The cultural aspects and social behaviours managed through
marketing techniques also allow the customers to gain positive mind sets about the brand and
understand whether their needs and preferences would be met or not (Kang and Hustvedt
2014). When a customer is satisfied, he or she spreads positive messages and information
about the product, which influences other individuals to look out for the product and remain
influenced to make purchases. The companies have sued social media marketing tools and
other techniques to create awareness about the brand, which also encouraged them to make
purchases and remain inclined to the specific brand consistently (Sook Kwon et al. 2014).