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Consumer behaviour literature analysis

Assignment Help Marketing Management
Reference no: EM132305942

Survey Sample and Analysis

Assessment Description

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 product or service 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.

Please note that it is essential to seek "real" and valid participants who legitimately purchased the chosen product or service. You are also required to use theories and concepts related to consumer behaviour discussed in weeks 5 to 8 by incorporating consumer behaviour literature into your analysis. These may include government publications, industry reports, and journal articles.

To start your preparation for this assessment, please follow the following steps:

1. Set a goal (e.g., what are you trying to achieve by conducting this survey, and why?)

2. Design a questionnaire based on the following topics:

Perception   Group and individual differences
Attitudes     Culture
Motivation   Family and lifestyle

N.B.: Please note that not all of these topics may be applicable to your chosen product or service).
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)

collection tool, it is recommended to view the following online tutorials or contact your subject coordinator for further guidance and support.

Survey Monkey: How to Get Started

Survey Design Tutorial Part 1: Choosing a Survey Goal

Survey Design Tutorial Part 2: Writing a Question List

Survey Design Tutorial Part 3: Best Way to Write a Multiple Choice Question

Survey Design Tutorial Part 4: Yes/No Questions

Survey Design Tutorial Part 5: How To Write Clear Answer Choices

Survey Design Tutorial Part 6: How To Use Ranges

Survey Design Tutorial Part 7: Matrix Questions

For more useful tips on how to use Survey Monkey, please view YouTube channel

If you have any further questions related to the technical aspect of Survey Monkey, please contact your subject coordinator directly.

Assessment Format

Your sample survey analysis should follow a professional report structure: Arial size 12 text font;

1.5 spacing; 6 pages (no more); Headings: Purpose Development of a survey instrument Administration processes

Data Analysis Key Findings Reference List
Appendices (Survey Monkey graphical representation of results)

Attachment:- Consumer Behaviour and Marketing Psychology.rar

Verified Expert

The survey that was conducted for the food spread offered by Vegemite has been collected and analyzed through Survey Monkey and the findings have been elaborated in the report.

Reference no: EM132305942

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