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An assignment on MBA404 - Consumer Behaviour and Marketing Psychology,to critically analyse driving forces of industry

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MBA404 - Consumer Behaviour and Marketing Psychology

Survey Sample and Analysis

Introduction

There are different requirements and needs of customers that have an impact on the purchase decision of the customers. Based on their intention of buying the different services and products, customers have to take decision accordingly. In order to ensure that they are able to purchase the products, they have to gather relevant information and data from available sources. The resources from which the customers gather feedbacks are social media, feedback from other people as well as review from advertisements. Besides this, certain features such as perception, attitude, culture and family influence the buying behavior of the customers. With the help of this report, these factors will be analyzed in a proper manner and it will help to understand the way in which it influences the purchase decision of the customers. 

Purpose

The survey mainly aims to gather the opinion of the customers based on the factors that have an impact on their buying decision, while purchasing Samsung Television. This helps to analyze the purchase decision of the customers. 

The main objectives of the survey are as follows:

• To understand the opinion of the customers in terms of their buying behavior

• To identify the attitude of the customers in terms of buying Samsung television

• To understand the role of family or culture in order to determine the customers to purchase the products

Development of survey instrument

In order to conduct the survey in an efficient and effective manner, the use of Survey Monkey website has been done and to gather the responses, 15 candidates were asked to participate in the survey. Moreover, the questions of the survey have been developed in such a manner that it matches with the requirements of the brief.

Administration Process

The use of Survey monkey has been done in order to gather the responses of the individual. The gathered response has been analyzed in order to develop the survey properly. 

Data Analysis

This section analyses the gathering of the survey and the analysis has been done in a proper manner.

 

Analysis based on age

The first question that was asked to the participants was about their age. Based on the survey that was conducted, it was found that 11 participants out of 15 belonged to the age group of 18-25 years. Besides this, the remaining 4 participants belonged to the age group of 26-30 years. With the help of this, it could be understood that most of the participants were below 25 years and they have knowledge of the company’s products and its feature (Kumar et al., 2016). 

 

Analysis based on Gender

The next question that was asked to the participants was based on their gender. Out of the 15 participants that took part in the survey, 9 of them were female and the remaining 6 were male. This indicated that the number of female participants were more than that of the male participants.

 

Analysis based on occupation

The third question asked to the participants was based on the occupation of the participants. In the conducted survey, it was found out that 14 out of 15 candidates were working professionals and only 1 of them was student. Therefore, it could be understood that the company mainly approaches people who are working professionals as they have the required experience and knowledge that is needed in order to purchase the products. 

 

Analysis based on the most attractive feature of television

The participants were asked about the most attractive feature that they consider while purchasing the television. Based on the survey conducted, it was discovered that 6 of the participants agreed to the price range of the product. Brand name was also selected by the other 6 participants. However, the remaining 3 participants selected looks as the most attractive feature. The varied response indicated that price range of the products as well as the brand name is important to ensure that the product is sold in the market. As a result, it is important for the company to ensure that they price their products in a proper manner so that they are attractive to the customers. The company should also focus on their brand name, as it will help to attract customers in a proper manner. Designing the products in a proper manner will also help the company to attract the customers to some extent (Eisingerich et al., 2016).   

 

Analysis based on the brand of television

The fifth question asked to the participants in considered an important question in terms of the survey. It is important to know about the preference of the customers in terms of the brand of television. According to the response of the survey, it was understood that about 57% of the participants preferred Sony to any other television brands. However, the remaining 43% of the respondents preferred Samsung television. This indicates the tough competition that the company has to face in terms of the brand name. Therefore, Samsung should ensure that they are doing their best in order to ensure that they are able to attract customers. It is important for the company to analyze the competition and develop their products according to the requirements of the company. 

 

Analysis based on the preference of Samsung television

The participants were asked their reasons to choose Samsung television. The participants had different opinion about their reason of preference. Out of the 15 members that took part in the survey, 9 of them were of the opinion that the product quality of Samsung is very good and that is precisely the reason to choose Samsung over other companies. However, 4 people taking part in the survey said that the after purchase customer service of Samsung is also good. Besides this, one of the participants said that the durability of the products is also good as compared to other companies. From the response gathered in the survey, it could be understood that the company excels in their product quality and it acts as a driving feature for the customers to purchase Samsung television. The company is also able to provide good customer service to the customers after the purchase is completed (Kim, 2015). As a result, it is important for the company to ensure that they are doing their business as per the requirements of the customers.   

 

Analysis based on the social media promotion to increase the sales of Samsung television

Social media play a significant role in order to ensure that the company is able to promote their products in the market and attract the customers so that their business can be conducted in a proper manner. The participants were asked about their opinion on the promotion via social media in terms of increasing the sales of the company. According to the response of the participants, it was understood that about 50% of the participants strongly agreed to the fact that social media played an important role in order to increase the sale of the company’s products. Besides this, about 43% of the participants agreed to the question. This is a clear indication of the fact that the social media promotion helps the company to increase their sales and attract customers (Luo, 2017).  

 

Analysis based on motivation to purchase television

The participants of the survey were asked about the different factors that motivated them to purchase the Samsung televisions. About 57% of the participants responded that the variety of the products motivates them to purchase it. However, about 14% of the respondents said that the brand name, price and replacement policies motivates them to purchase the products. With the help of the above findings, it could be analyzed that the company manufactures a wide variety of products. This helps to attract the customers and the company is able o increase their sales in a desired manner. The company should focus on the other factors so that the customers can be attracted in huge amounts. This will also help to increase the revenue generation of the company (Solomon et al., 2014).  

 

Analysis based on the source of information influencing customers

The penultimate question that was asked to the participants was based on the different source of information that influenced the customers to purchase Samsung television. According to 46% of the participant, online review was an important aspect that could influence them to purchase the company’s product. However, 40% of the participants think that it is because of the discounts and offers that influence them to purchase the products. Besides this, about 13% of the respondents think that they will purchase the products after gathering feedbacks from their family members and the peers. With the help of the above gatherings, it could be understood that the online review are important in terms of determining the company’s sale and profit. However, the discounts and offers given by the company also help the customers to purchase their products. Therefore, the company should ensure that they are able to keep their positive online review so that the business can be conducted in a proper manner.   

 

 Analysis based on the survival of Samsung despite the competition

There is immense competition in the market in which the company operates. The final question asked to the participants was about the survival of the company in the market despite the high level of competition. Nearly 57% of the participants agreed to the question and 35% of them strongly agreed. However, 7% of the participants disagreed to the question. This indicated that the company will face strong competition in the market but will eventually manage to survive, as the company is doing their business in a proper and precise manner (Hausman, 2014).

Key Findings

With the help of the survey conducted, it could be understood that most of the Australian people were in favor of purchasing the Samsung television. As a result, it is clearly indicated that the demand of Samsung television in Australia is more compared to other companies. As a result, it is understood that the company will be able to make use of the survey in order to increase their sales and gain the attention of the customers. 

Conclusion

This report is prepared based on the different behavior of the customers and their purchase decision-making process. Survey Monkey helped to conduct the survey in a desired manner. With the help of the gathered results, the customer behavior towards Samsung television could be understood. The use of graph explains the different key findings of the survey and it eases the process of analysis that has been done. With the help of this survey, Samsung will be able to understand the key factors that can be used in order to ensure that they are operating in the market in a proper and precise manner.

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