Consumer Perception Analysis: Toyota Camry Hybrid 2014 Model Report

This report provides an analysis of consumer behavior and marketing psychology related to the Toyota Camry Hybrid 2014 model. The study focuses on understanding customer perception of the vehicle's features, performance, and overall satisfaction. A survey was conducted using SurveyMonkey with 15 participants who own the car. The questionnaire included questions about fuel efficiency, comfort, seating capacity, horsepower, family-friendliness, safety features, overall performance, interior design, blind spot warning system, and power steering/brakes. The data collected from the survey was analyzed, and the findings reveal that consumers generally perceive the Toyota Camry Hybrid 2014 model positively, with high ratings for fuel efficiency, comfort, performance, and safety features. Graphical representations of the survey results are also included. The report concludes with key findings and references to relevant literature in the field of consumer behavior and marketing.

CONSUMER BEHAVIOUR
AND MARKETING
PSYCHOLOGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PURPOSE........................................................................................................................................1
DEVELOPMENT OF SURVEY INSTRUMENT..........................................................................1
QUESTIONNAIRE.........................................................................................................................2
PARTICIPATION AND DATA GATHERED...............................................................................3
DATA ANALYSIS..........................................................................................................................4
KEY FINDINGS..............................................................................................................................6
REFERENCES................................................................................................................................8
APPENDIX......................................................................................................................................9

INTRODUCTION
Consumer behaviour can be defined as a study which helps in studying they way a
consumer or customer feel ,take decisions, think of the particular brand, their products,
marketing strategies etc. and based on this they analyse consumer's perception towards
companies brand name, products and services (Bentley, Daskalova and White, 2017). It is quite
important for organisation to study their customers or consumers behaviour because only on the
basis of this companies can create their marketing strategies as well as bring improvement within
their products or services (James, 2019). This assignment will lay emphasis on Toyota Camry
Hybrid 2014 Model and and customers perception towards it. It will be done with the help of
Survey monkey tool where respondents will be asked to fill a questionnaire so that data can be
gathered.
PURPOSE
The main purpose of this assignment is to understand customers perception, their
behaviour towards a product or a company. Not only this it will also help in identifying all the
factors that can influence or affect their perception or thinking towards a product or a company
which might affect their decision making (Herreid and et.al., 2016). This purpose will be fulfilled
with the help of a survey which will consist of a questionnaire with 10 questions and 15
respondents who are currently using this product will be asked to fill this form. After this data
collected through the answers of all the 15 respondents will be analysed and a graphical
representation will seen individually of each question separately.
DEVELOPMENT OF SURVEY INSTRUMENT
Survey monkey is an online survey tool which is developed by a Software as a Service
Cloud based company. It provide its users with free, customisable surveys with various other
services such as data analysis, eliminate biased answers as well as with data representation tool
(Quek and Wang, 2017). Other than providing free surveys to individual users they also provide
paid service to its users as well where users need to pay additional charges in order to avail all
the features of the survey money tool, they also provide an option of conducting a survey at large
scale for bigger organisations so that they can manage their customers needs, requirements,
feedbacks etc. Other than this organisations can use it for marketing and brand management as
well. One of the best feature of this survey monkey tool is that it provides a graphical
representation of all the survey questions as well as of complete survey (De Vaus, 2016). With
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the help of this graphical representation users can easily identify how users answers as well as it
also helps in identifying how many questions were skipped by the users. It is one of the best
survey tool with a smooth interface (Larson and et.al., 2015). Another good feature of this tool is
that if the user does not have enough respondents then they can even buy participants who will
fill out the survey which helps the user to collect all the required data in order to be analysed
efficiently.
QUESTIONNAIRE
Product: Toyota Camry Hybrid 2014 Model
Respondents: 15 participants who filled this questionnaire that consist of 10 questions.
1. How is the fuel efficiency of Toyota Camry Hybrid?
◦ Good
◦ Average
◦ Bad
◦ No idea
2. How is the sitting comfort level of Toyota Camry Hybrid 2014 Model?
◦ Comfortable seats
◦ Flat sports seats
3. How many people can in Toyota Camry Hybrid 2014 Model?
◦ 5 seater
◦ 4 seater
◦ 7 seater
4. What is the horse power of Toyota Camry?
◦ 140 Hp
◦ 156 Hp
◦ 240 Hp
◦ No idea
5. Is Toyota Camry Hybrid 2014 Model a family car or not?
◦ Yes
◦ No
◦ Maybe
6. Does it have safety features like Airbags?
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◦ Yes
◦ No idea
7. How is the overall performance of Toyota Camry Hybrid 2014 Model?
◦ Good
◦ Average
◦ Bad
8. How is the interior design of Toyota Camry Hybrid 2014 Model?
◦ Excellent
◦ Average
◦ Bad
9. Does Toyota Camry Hybrid 2014 Model have blind spot warning system?
◦ Yes
◦ No
◦ No idea
10. Does Toyota Camry Hybrid 2014 Model have power steering and power breaks?
◦ Yes
◦ No
PARTICIPATION AND DATA GATHERED
For this survey 15 participants were chosen who have purchased Toyota Camry Hybrid
2014 Model and are currently using it. This complete questionnaire is based upon individuals
perception i.e. what they think about the product. All the participants were asked to participate
and share their views through survey monkey survey tool. All the data was gathered through
participants responses for each question. After completion of the survey complete data analysis
was done based on through graphical representation of all the questions.
DATA ANALYSIS
Data analysis will be done with the help of all the answers that are filled by participants
as well as with the additional information which is provided by them so that all the important
information can be extracted and analysed (Simons and et.al., 2019).
Question 1: How is the fuel efficiency of Toyota Camry Hybrid?
Options Responses
3

Good 13
Average 2
Bad 0
No idea 0
Analysis: From the above data it has been analysed that 15 out of 13 respondents feel that the
fuel efficiency of Toyota Camry Hybrid 2014 Model is good while 2 respondents feel that it is
average. None of the respondents feel that fuel efficiency of Toyota Camry Hybrid is bad.
Question 2: How is the sitting comfort level of Toyota Camry Hybrid 2014 Model?
Options Responses
Comfortable seats 15
Flat sports seats 0
Analysis: From the above data it has been analysed that 15 out of 15 respondents find sitting
level quite comfortable of Toyota Camry Hybrid 2014 Model and non of them says that it has a
flat sports seats.
Question 3: How many people can sit in Toyota Camry Hybrid 2014 Model?
Options Responses
5 seater 14
4 seater 1
7 seater 15
Analysis: From the above data it has been analysed that 15 out of 14 participants says that
Toyota Camry Hybrid 2014 Model is a 5 seater car whereas one of them says that it is a 4 seater
car.
Question 4: What is the horse power of Toyota Camry?
Options Responses
140 Hp 2
4

156 Hp 13
240 Hp 0
No ideal 0
Analysis: From the above data it has been analysed that 15 out of only 2 respondents says that
Toyota Camry Hybrid 2014 Model has 140 Hp horse power while 13 says that it has 156 Hp
horse power.
Question 5: Is Toyota Camry Hybrid 2014 Model a family car or not?
Options Responses
Yes 15
No 0
Maybe 0
Analysis: From the above data it has been analysed that 15 out of 15 respondents says that
Toyota Camry Hybrid 2014 Model is a family car and none of them disagrees to it.
Question 6: Does it have safety features like Airbags?
Options Responses
Yes 15
No idea 0
Analysis: From the above data it has been analysed that 15 out of 15 respondents says that
Toyota Camry Hybrid 2014 Model has safety features like airbags within it and none of them
says no or no ideal.
Question 7: How is the overall performance of Toyota Camry Hybrid 2014 Model?
Options Responses
Good 14
5

Average 1
Bad 0
Analysis: From the above data it has been analysed that 15 out of 14 respondents says that the
overall performance of Toyota Camry Hybrid 2014 Model is good whereas only one of them
says that its overall performance is average.
Question 8: How is the interior design of Toyota Camry Hybrid 2014 Model?
Options Responses
Excellent 14
Average 1
Bad 0
Analysis: From the above data it has been analysed that 15 out of 14 participants says that
interior design of Toyota Camry Hybrid 2014 Model is excellent where as only one of them says
that it is quite average.
Question 9: Does Toyota Camry Hybrid 2014 Model have blind spot warning system?
Options Responses
Yes 14
No 1
No idea 0
Analysis: From the above data it has been analysed that 15 out of 14 says that Toyota Camry
Hybrid 2014 Model has blind spot warning system whereas only one of them says that it does
not have.
Question 10: Does Toyota Camry Hybrid 2014 Model have power steering and power breaks?
Options Responses
Yes 15
No 0
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Analysis: From the above data it has been analysed that All the 15 respondents says that Toyota
Camry Hybrid 2014 Model have power steering and power breaks within it and none of them dis
agrees to it.
KEY FINDINGS
From the above analysis results are quite clear and straight forward. According to the
respondents fuel efficiency of Toyota Camry Hybrid 2014 Model is quite good and not only this
it has various other features such as it has comfortable seats, it is a 5 seater car, has 156 Hp, it is
a family car, has safety features such as Airbags, it has excellent interior design and has a blind
spot warning system. Other than this according to the users its overall performance is also quite
good. None of the responses of any question was in a way whose analysis was not possible.
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REFERENCES
Books and Journals
Bentley, F.R., Daskalova, N. and White, B., 2017, May. Comparing the reliability of Amazon
Mechanical Turk and Survey Monkey to traditional market research surveys.
In Proceedings of the 2017 CHI Conference Extended Abstracts on Human Factors in
Computing Systems (pp. 1092-1099). ACM.
De Vaus, D., 2016. What Is a Survey. Research Methods for Postgraduates, 5(3), pp.202-211.
Herreid, C.F., and et.al., 2016. What makes a good case, revisited: the survey monkey tells
all. Journal of College Science Teaching. 46(1). p.60.
James, R., 2019. The Toyota Way or the unions’ way?: Examining the nexus between lean and
unions in Toyota Australia. The International Journal of Human Resource
Management, pp.1-39.
Larson, H.J., and et.al., 2015. Measuring vaccine hesitancy: the development of a survey
tool. Vaccine. 33(34). pp.4165-4175.
Quek, K.B. and Wang, Y., 2017. Does obligational contracting lead to better performance? A
comparison of global carmakers’ supply chain management approaches in
Australia. International Journal of Logistics Research and Applications. 20(5). pp.444-
458.
Simons, A., and et.al., 2019. Assessing the organizational climate for translational research with
a new survey tool.
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APPENDIX
Graphical representation of graphs
1. How is the fuel efficiency of Toyota Camry Hybrid?
ANSWER CHOICES– RESPONSES–
–
good 86.67%
13
–
average 13.33%
2
–
bad 0.00%
0
–
no idea 0.00%
0
TOTAL 15
2. How is the sitting comfort level of Toyota Camry Hybrid 2014 Model?
9

ANSWER CHOICES– RESPONSES–
–
Comfortable seats 100.00%
15
–
Flat sports seats 0.00%
0
TOTAL 15
3. How many people can in Toyota Camry Hybrid 2014 Model?
ANSWER CHOICES– RESPONSES–
–
5 seater 93.33%
14
–
4 seater 6.67%
1
–
7 seater 0.00%
0
TOTAL 15
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