>> Marketing Research
In this individual assignment, you will be given an opportunity to critically analyse and understand the driving forces of perception, attitudes, motivation, group and individual differences, culture, family and lifestyle that influence consumer behaviour and consequently consumers' purchasing decisions. Based on the analysis you conducted in Assessment 1, you are required to create a survey via Survey Monkey - a free online instrument. The sample size must include a minimum of 15 participants who recently purchased the chosen FMCG product that you analysed in Assessment 1. The survey must comprise of 10 questions. You are then required to provide a 6- page summary, analysis and discussion of the key findings from your data collection. This discussion must be aligned to YOUR chosen product and consumer behaviour literature should be integrated into this discussion to support analysis.
Please note that it is essential to seek "real" and valid participants who legitimately purchased the chosen FMCG product.
You will need to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8.
1. Set a goal
2. Design a questionnaire based on the following aspects: Perception
Group and individual differences Culture
Family and lifestyle
3. Select participants
4. Gather data
5. Analyse data
6. Write a 6-page summary analysis
7. Attach graphical evidence of the survey results as an appendix (not included in the 6 pages)
For those students who have limited experience in using Survey Monkey as a survey and data collection tool, it is recommended to view the following online tutorials or visit our Academic Success Centre for further guidance and support.
Your analysis should follow a professional report structure.
Sample Survey Analysis: Arial size 12 text font; 1.5 spacing; 6 pages (no more) Purpose
Development of survey instrument Administration processes
Data Analysis Key Findings
Appendices (Survey Monkey graphical representation of results)
Attachment:- Marketing Psychology.rar
The assignment focuses on a sample survey and analysis of customer behavior based on buying the Dove Soap in Australia. The survey is conducted with the help of Survey Money website in order to collect details from 14 candidates, who were selected to respond to the survey. The survey helps to understand the popularity of the Dove Soap compared to other soaps in the Australian Market. It suitably links the analysis of the graphs with the help of relevant theories of customer behaviors such as Expectancy Theory, the theory of Impulse buying and others.