MBA404 - Consumer Behaviour and Marketing Psychology Assignment

MBA404 – Consumer Behaviour and Marketing Psychology Assignment

Questionnaire 

  • What Is Consumer Behaviour?

Analysis– The above given graph shows that the survey of 11 people were been conducted in which all of them responded. The question which were been asked was what is customer behaviour? Along with this they were been provided with 4 options out of which they have to choose what they feel is correct. Thus, the options were, it is broadly the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society. Consumer behaviour is the study of individuals and organizations and how they select and use products and services. It is mainly concerned with psychology, motivations, and behaviour, Both A and B, and Neither A nor B.

1 individual think that the first option is correct i.e., 9% of the total, 2 thinks that second option is correct which is 18.18% of people of the total, 8 people i.e., 72.73% people thinks that both A and B are correct. No one thinks that both of the options are incorrect.

  • What Are Consumer Motives?

Analysis- The survey which was been conducted among 11 people, in that the next question which was been asked was what are consumer motive? Again 4 options were been provided to them out of which they have to choose one. So, 1 person choses the option that consumer has a motive for purchasing a particular product, and if seen in terms of percentage so it is 9.09% of the total. Next 3 people said that Motive is a strong feeling, urge, instinct, desire or emotion that makes the buyer to make a decision to buy, this is the 27.2% of the total. No one said that Buying motives that are defined as ‘those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods or service. The remaining 7 individuals said that they agree with all the three options provided above and thus share then largest percentage of 63.64.

  • Marketers often use the term ________ to cover various groupings of customers.

Analysis- The customers were been asked Marketers often use the term ________ to cover various groupings of customers. 4 options were been provided to them which are people, buying power, demographic segment, and market. 6 individuals said that the correct answer is people. 3 individuals said that the correct answer is buying power, 2 people said that the correct option is demographic segment, and no said that market is the correct answer. If seen in terms of percentage so 54.55% agreed on people as the correct option, 27.27% agreed on buying power, 18.18% agreed on demographic segment and 0% on market. 

  • Which of the following would be the best illustration of a subculture?

Analysis- The next question which was asked is Which of the following would be the best illustration of a subculture? They were been provided with 4 options out of which they can select which they think is appropriate. The options which were been provided was a religion, a group of close friends, your university, and your occupation. 63.64% said that the answer is a religion, 27.27% said that the answer is a group of close friends, 9.09% said that your occupation, but no one said that the answer is your university. If considered according to numbers so 7 agreed on a religion as the correct answer, 3 people thinks that a group of close friends is the correct answer, and the remaining 1 said that your occupation is the appropriate answer.

  • Which product is MOST likely to be purchased through routine decision making? 

Analysis- It was asked from the chosen respondents what do they think which product is MOST likely to be purchased through routine decision making? Again 4 options were been provided to them out of which they can choose as per their views. 1 said that television set is the most likely to be purchased which is 9.09% of the total, 10 people said that soft drink is the most purchased item in the routine i.e., 90.91%. No one agreed on shirt and car as the most purchased item.

  • The _____ identifies the product or brand

AnalysisAfter asking the above question, the next question which was been asked was what identified the product or brand? Four options were been provide i.e., container, label, advertisement and warranty. The same 11 people were answering this question as well so 4 out of 11 said that container let the identify the product or the brand. No one agreed that warranty or advertisement helps them in identifying the brand of the product. If have to be seen as per the percentage so 63.64% agreed on Label and the remaining 36.36% agreed on container.

  • Consumer buying behaviour refers to the buying behaviour of businesses

AnalysisIt was asked from the selected people that what do they think about the statement that consumer buying behaviour refers to the buying behaviour of businesses. There were only two options, either true or false. 90.91% i.e., 10 people said that this statement is true and the remaining 1 individual said that it is false. The percentage for the individual who said it is false is 9.09%.

  • Which among the following is the factor affecting buyer’s behaviour?

Analysis– From the selected people it was been asked that which factor affect the buying’s behaviour. 5 options were been provide to them i.e., occupation, lifestyle, reference groups, family and all of the above. As every person have their own prospective so 3 out of them thinks that the occupation affects the buying’s behaviour, 4 said that lifestyle affect the buying’s behaviour, and the remaining 4 thinks that all of the above affect the buying’s behaviour. If have to consider in percentage so 27.27% agreed on occupation, 36.36% agreed on lifestyle and the remaining agreed on all of the above defined factors.

  • Why Caltex’s Coffee?

Analysis– The next question which was asked is why Caltex’s Coffee? 4 options were been provided out of which 6 agreed on first option i.e., this product is cheaper but at the same time is very important for the consumer. The remaining 5 agreed on both A and B as the correct option. If considered according to percentage so 54.55% for option A and the remaining 45.45% agreed on option C.

  • _________________ are the buying motive force for the satisfaction of customer purchases.

AnalysisThe last question asked was which is the buying motive force for the satisfaction of customer purchases. Five options were given to them out of which they can choose one. So, 5 people chose perseverance, 1 selected goods and service, 2 selected primary buying motives, 1 selected secondary buying motives, and the remaining 2 selected none of the above. Now it is important to see as per the percentage as well so 45.45% for perseverance, 9.09% for goods and services, 18.18% for primary buying motives, 9.09% for secondary buying motivates and the remaining 18.18% for none of the above. 

Purpose of the survey

A survey is a list of questions for the study of human subjects that seek to collect particular data from certain groups of people. Check-ups can be done via telephone, mail, internet and at busy street corners or malls, often face to face. Surveying is used in areas such as social science and demography to improve information. 

Surveys are also used to test proposals, beliefs and emotions. Surveys may be descriptive and restricted, or they may have more broadly-built global objectives. Psychologists and sociologists also use behaviour analysis surveys while still discussing the more realistic needs of public health agencies, practitioners and advertisement and publicity managers for political parties. This is the case. Survey research in different fields of medicine and surgery is often used to collect knowledge about the practise habits and professional behaviour of the healthcare staff towards different clinical conditions and diseases. Medical practitioners, including doctors and nurses and physical therapists, who may be enrolled in survey studies.

A survey consists of a set of pre-sample issues. A representative sample representing the larger population in which the sample was taken can describe the behaviour, i.e., the attitudes of the population. In addition, the attitudes of individual populations can be compared and behavioural changes can be compared over time. A good sample selection is important because it helps us, as an entire objective of the survey study, to generalise data from the sample to population.

Self-government of PROMs is neither costly nor reliant on interviewers, and it has historically been chosen for these reasons. For certain groups of patients such as those who are too weak to handle a questionnaire, however, self-administration is not viable. In such situations, administration of interviewees is sometimes appropriate. Until recently interviewers were still required to prescribe for low-level learners, but modern interactive approaches can now be used for overcoming the barrier.

Summary of the responses

As per the need, a survey was conducted by taking 11 respondents who were ready to give replies of the question that were asked in the survey. The survey was conduct for CALTEX’S COFFEE to examine why customers have decided to purchase your chosen product or service. So, a total of 10 questions were been prepared based on the week 5 & 6 which was further been asked from the selected audience. There were asked to tell whatever they feel is write as per the give scenario. Each question was a multiple choice from which the respondent can choose as per his/her personal experience. For every question individual have their own prospective and thus a graph was formed which has been explained above. It is been observed that no one has skipped any of the question and have responded as per their prospective. The selected people were those who are already been associated with Caltex’s Coffee and know their way to dealing, their product quality, their service, price, and some other related factors. 

Key Findings

It was been analysed that Caltex’s Coffee is the brand which almost people known about and is well known for its taste and price. The above survey tells that the customers are well known about the things that was asked to them. Everyone has their own views for the product and its taste, so the response has varied accordingly. It was been founded that people chose Caltex’s coffee because this product is cheaper and at the same time is very important for the consumer. It has also been found that perseverance is the buying motive force for the satisfaction of customer purchases.

It has been analysed that family, occupation, lifestyle and reference group affects the buying behaviour. Next thing which has been found was consumer buying behaviour refers to the buying behaviour of businesses. The label identifies the product or brand. It was founded that mostly soft drinks are to be purchased through routine decision making. The best illustration of a subculture is a religion. 

Marketers often use the term people to cover various groupings of customers. The consumer motive is purchasing a particular product, motive is a strong feeling, urge, instinct, desire or emotion that makes the buyer to make a decision to buy, and buying motives that are defined as ‘those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods or service.

On the other hand, it has been analysed that consumer behaviour is broadly the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society. As well as consumer behaviour is the study of individuals and organizations and how they select and use products and services. It is mainly concerned with psychology, motivations, and behaviour.